Whatnot

Those trying to cut down on screen time should resist downloading Whatnot, the livestream shopping app where the thrill of a limited-supply auction meets the parasocial rush of chatting with your favorite influencers. Founded in 2019, the app’s hundreds of thousands of sellers pitch largely collectible, vintage, or luxury products QVC-style, from antique vases to limited-edition Nikes, while buyers bid on them in real time or snag them instantly. Users spend an average of 95 minutes a day on the app, according to the company, a figure nearly equal to TikTok’s daily user average. Though Whatnot raised $225 million at an $11.5 billion valuation in October 2025, less than a year after a $5 billion valuation, there’s plenty of competition: TikTok Shop and Amazon Live have built-in audiences from their core offerings, and Alibaba’s Taobao Live has dominated the Asia market for a decade. But CEO and co-founder Grant LaFontaine says Whatnot stands out by “helping small businesses grow.” One in eight sellers on the platform has made it their full-time job.