I’m a fervent believer that the eye test and the “I” test should supercede any and all written articles or testimonies on just about any subject. What I’ve experienced personally shapes my opinions first and foremost; short of that, if two or more otherwise disconnected people who have had their own personal experience with someone or something relate to me similar conclusions about someone or something, I’ll take their word over any vox populi of the moment. That’s essentially why I chose to vote as I did recently, and probably why I seem to be alienating more and more people who simply refuse to believe that anyone is entitled to such a line of thinking.
But when it comes to somewhat less polarizing concepts like what may or may not be the coolest place to engage in online shopping, I’d like to believe such an approach makes me an early adopter and a resource rather than a rabble rouser and a malcontent. So when both my bestie and her own bestie (at least in terms of longevity) both began to crow about something called WHATNOT, I sat up and took notice. When I saw that FORBES magazine had devoted a lengthy but, alas, paywall-protected profile piece last week to it, I concluded it’s probably even a bigger thing than they may have realized. And as I dug in a little deeper, I learned that it sure was, and I’d contend we’re all perhaps later to the party than we thought.
Turns out it’s not as brand new as Bestie and Bestie first thought, as TECH CRUNCH’s Lauren Forristal explained in January:
Founded by Grant LaFontaine and Logan Head in 2019, Whatnot’s platform is today designed for collectors, differentiating itself from competitors focused on fashion and beauty products. Initially centered on sports trading cards, action figures, comic books, and memorabilia, it has expanded over time to include accessories, clothing, electronics, live plants, and more.
A key feature of the platform is its “sudden death” auctions, where the last bidder wins the item. Recently, Whatnot introduced a new selling method called flash sales, which allows sellers to offer customizable, time-sensitive discounts on products. During livestreams, a countdown clock creates a sense of urgency among buyers. Last year, the platform launched a new rewards tool that allows buyers to redeem rewards from sellers after completing certain achievements and leveling up.
LaFontaine in particular may be familiar to those who follow the tech world; he’s described in his LA500 profile released earlier this month in glowing terms that lend further support to why Whatnot appears to be a Roman candle:
LaFontaine co-founded…Whatnot… after a long career in product development at Google and Facebook. Whatnot is one of the earliest U.S.-based companies that capitalized on the emerging social commerce trend that was popular in China before TikTok made it popular in the U.S. The company moves more than 200 units of product every minute and hosts more than 2 million hours of live streams every week.
And according to INC.’s Alexa Von Tobel, who devoted a podcast to him on the occasion of Whatnot’s fourth anniversary in 2023, it’s that respect for and ability to personally connect with end users that seems to be a reason for this growth:
What does it take to start one of the fastest-growing consumer marketplaces? According to serial founder… LaFontaine, it starts with an open mind. When he and his co-founder Logan Head launched Whatnot in 2019, they went into it knowing that their start and end points would be completely different. The team opted to be customer-centric instead of vision-driven.
That’s a quality that successful creatives in my world have as a top character trait, and it works. Witness the testimony of ANDROID AUTHORITY’s Edgar Cervantes which he dropped in April:
It’s fun and interactive!
The art of selling is complex. Simply posting a product on eBay may seem a bit cold and distant. With Whatnot, sellers interact with potential customers and usually have fun while doing so. People can geek out on items and ask questions live. The seller can respond to questions immediately and convince buyers to purchase an item. Additionally, some sellers do fun things like host giveaways, or randomize sales by letting a wheel decide what you win for a set prize.
You can find hard-to-get collectibles
Collectors know how hard it is to find some products. Sometimes, getting specific items from giants like eBay or Amazon is hard. Because Whatnot is full of like-minded fans of the same things, you’re likely to find rare items.
It’s pretty safe
Whatnot acts as a mediator between buyers and sellers. You can do everything from the app to finalize a purchase. Sellers aren’t paid until a product is shipped. There’s also a process for ensuring items are authentic. Chances of fraud or scams are slim.
Cervantes also gives a deeper narrative on exactly what the experience is like:
When you sign up for a Whatnot account, you can either become a buyer or a seller. Once you’re ready to go, you must browse through the list of categories, look through the live streams, and join one. The host will talk about the product he’s selling, and geek out over the topic with all the other members.
After a purchase, the seller will ship the product and get paid for it.
And yes, he does point out some less appealing points–but they are more observances that gripes:
There aren’t many people using it
Whatnot is a relatively new service from 2019. As such, it’s obviously not as popular as other marketplaces. The website has been getting 6.7-7.6 million visitors monthly for a few months. That’s nothing compared to the over 561.5-650.5 million monthly eBay visitors.
Most people using Whatnot are like-minded individuals with similar hobbies, making each customer and seller more valuable, but numbers still help sell things.
You have to watch to buy
Many of us still feel like watching a livestream to buy things is a bit too much. Sometimes, I don’t want to socialize or listen to someone when I purchase something. Whatnot doesn’t give you this option.
But even that last peeve is offset by what he observes is a uniquely appealing quality:
The main differentiator is that all sales are made through live video. This creates a social aspect in which people can interact during the process. In fact, the first time I entered a sale, the host greeted me personally, saying: “What’s up, Sasquatch? Welcome in.”
Bestie and Bestie are communicators at heart, with deep experience in media and customer service. They, like many of their fellow zealots, were once evangelicals of Poshmark, a site better known for its specialities in apparel and merch. They still maintain a presence there, but it’s waning. Poshmark has pivoted in recent years to live video in its own right, but its presenters tend to be monotous and the video wonky. They’ve also been de-platforming more and more folks of late for a variety of reasons that has its more influential participants up in arms. One, a particularly active influencer named Nicole State, had her come-to-Jesus moment in 2022, and testified to her thousands of followers accordingly:
And frankly, despite all of the other articles and even the myriad of testimonies on Whatnot’s site from veteran sellers with provocative handles like Bigdogdave and Mintlycollects, her own reignited passion and hope is all that I need to be bullish on their future. You, however, might also be interested in what that LA500 profile is saying: