Choosing what to sell on Whatnot is the single most important decision you'll make as a seller. The right category means enthusiastic bidders, healthy margins, and scalable inventory. The wrong one means crickets in chat and boxes of unsold product in your garage.
We analyzed Whatnot show data, seller revenue reports, and category trends to build this guide. Not opinions — data. Here's what's selling, what's growing, and what's dying in 2026.
The Whatnot Category Landscape in 2026
Whatnot started as a trading card platform, but it's expanded aggressively. Here's the current state of the top categories by estimated platform share:
| Category | Est. Platform Share | YoY Growth | Avg Seller Revenue/Show | Competition |
|---|---|---|---|---|
| Trading Cards | 35% | +12% | $1,800-$4,500 | Very High |
| Vintage Clothing | 15% | +28% | $800-$2,200 | Medium |
| Funko Pops | 12% | +8% | $600-$1,800 | High |
| Sports Memorabilia | 10% | +22% | $1,200-$3,500 | Medium |
| Sneakers | 8% | +15% | $1,000-$3,000 | Medium-High |
| Comics & Manga | 5% | +35% | $500-$1,500 | Low-Medium |
| Toys & Action Figures | 5% | +18% | $600-$1,600 | Medium |
| Video Games | 4% | +25% | $700-$2,000 | Low-Medium |
| Jewelry & Watches | 3% | +40% | $800-$2,500 | Low |
| Other/Misc | 3% | +50% | Varies | Low |
📊 Key insight: The highest-growth categories aren't the biggest ones. Comics (+35%), jewelry (+40%), and miscellaneous categories (+50%) are growing fastest because there's less competition and hungry buyer bases that haven't been saturated yet.
1. Trading Cards: Still the King ($$$)
Trading cards remain Whatnot's bread and butter. The platform was literally built for card breaks, and the infrastructure (break types, auto-ship, randomization) is purpose-built for this category.
What's Hot in Cards (2026)
- Pokémon: Still the #1 category by volume. Vintage WOTC cards (Base Set, Jungle, Fossil) command insane premiums. Modern sets like Prismatic Evolutions are driving huge break volume.
- Sports cards (NBA/NFL): Rookie cards of current stars drive consistent demand. Panini products remain strong despite Fanatics transition rumors.
- One Piece TCG: Exploding in 2026. The anime's popularity has created a collector frenzy similar to Pokémon's 2020 boom. Early adopters are killing it.
- Yu-Gi-Oh: Steady, loyal buyer base. Not as explosive as Pokémon but incredibly consistent.
- MTG (Magic: The Gathering): Premium product sells well. Commander staples and Reserved List cards have passionate buyers.
The Math on Cards
| Card Type | Avg Source Cost | Avg Sale Price | Margin | Volume/Show |
|---|---|---|---|---|
| Modern Pokémon singles | $2-$8 | $5-$25 | 50-70% | 30-60 |
| Vintage WOTC Pokémon | $15-$100 | $30-$300 | 40-60% | 10-25 |
| Sports rookie cards | $5-$50 | $10-$150 | 45-65% | 20-40 |
| One Piece TCG | $3-$20 | $8-$60 | 55-75% | 25-50 |
| Sealed product breaks | $80-$300/box | $150-$600/box | 30-50% | 5-15 boxes |
Pros & Cons
Pros: Massive buyer base, high volume potential, established break formats, repeat buyers love collecting sets.
Cons: Extremely competitive, requires deep knowledge to price correctly, inventory costs can be high for sealed product, market is volatile (card values shift quickly).
2. Vintage & Streetwear: The Margin Machine
Vintage clothing is the fastest-growing major category on Whatnot, and for good reason: the margins are insane. You can source a vintage Nike tee at Goodwill for $3 and sell it for $30-$80 on a live show.
What Sells Best
- Vintage band tees (1980s-2000s) — Nirvana, Metallica, Grateful Dead = instant bidding wars
- Vintage sports apparel — NBA/NFL/MLB jerseys, starter jackets, 90s windbreakers
- Streetwear brands — Supreme, BAPE, Stüssy, vintage Nike/Adidas
- Y2K fashion — The nostalgia cycle has made 2000s fashion hot again
- Denim — Vintage Levi's 501s, Wrangler, Lee — especially in specific cuts and washes
Why Clothing Works So Well on Live
Clothing is inherently visual and experiential. On a live show, you can hold up a shirt, talk about the era, show the tag, point out unique details — it's storytelling, and storytelling creates emotional bids. A listing photo can't compete with a live presentation where the seller is genuinely excited about a find.
The Numbers
| Clothing Type | Avg Source Cost | Avg Sale Price | Margin |
|---|---|---|---|
| Vintage band tees | $3-$10 | $25-$80 | 75-90% |
| Vintage sports jerseys | $5-$15 | $20-$60 | 70-85% |
| Streetwear (Supreme etc) | $20-$80 | $50-$200 | 50-70% |
| Y2K fashion | $2-$8 | $15-$45 | 75-85% |
| Vintage denim | $5-$20 | $30-$120 | 70-85% |
3. Funko Pops & Collectible Figures
Funko Pops are Whatnot's third-largest category. The appeal is straightforward: there are thousands of Pops across every fandom, prices range from $5 to $5,000+, and collectors are obsessive completionists who will bid on anything they need for their collection.
What Moves in 2026
- Vaulted/retired Pops — especially from popular lines (Marvel, Star Wars, Disney)
- Convention exclusives — SDCC, NYCC, and Funko Fair exclusives command premiums
- Anime Pops — Dragon Ball, Naruto, One Piece, Demon Slayer are surging
- Horror — dedicated collector base that bids aggressively
- Mystery/chase lots — "mystery box" style shows where buyers get random Pops are wildly popular
Funko Show Strategy
The most successful Funko sellers on Whatnot run themed shows: "Marvel Monday," "Anime Night," "Horror Haul." Theming attracts the right collectors and lets you build a schedule that buyers anticipate.
Pro tip: mystery boxes and "$1 auction" formats consistently outperform straight selling for Funko. The gambling element of "what will I get?" drives engagement through the roof.
4. Sports Memorabilia & Autographs
Sports memorabilia is a sleeping giant on Whatnot. The category is growing 22% year over year and has some of the highest average sale prices on the platform.
Hot Items
- Authenticated autographs (PSA, JSA, Beckett) — baseballs, jerseys, photos
- Game-used equipment — bats, gloves, jerseys with provenance
- Vintage programs and tickets — World Series, Super Bowl, championship games
- Bobbleheads and stadium giveaways — surprisingly strong demand
- Combo lots — themed lots (e.g., "Yankees legends package") drive competitive bidding
Why This Category Is Underrated
Most Whatnot sellers focus on cards and clothing because they're the "obvious" choices. Sports memorabilia has fewer sellers competing for a buyer base with deep pockets. The average sale price is $45-$120 per item — significantly higher than cards or clothing.
5. Sneakers & Sneaker Accessories
Sneakers are one of the most visual categories on Whatnot. Unboxing a pair of Jordan 1s on camera generates excitement that a static listing never could.
What's Selling
- Jordan retros — always in demand. Jordan 1, 3, 4, 11 are the holy grail silhouettes
- Nike Dunks — the Dunk resurgence continues into 2026
- New Balance collabs — 550s, 2002R, and designer collabs are hot
- Yeezy (post-Adidas) — polarizing but still commands strong prices
- Vintage/deadstock — original colorways from the 90s-2000s are gold
Sneaker Show Tips
Authentication matters enormously in sneakers. Buyers need to trust you. Show the shoe from every angle, point out quality details, and if you have authentication (CheckCheck, Legit Check) mention it. Trust = bids.
6. Emerging Categories: What's Blowing Up
The biggest opportunity on Whatnot right now isn't in the established categories — it's in the emerging ones where competition is low and buyer demand is growing fast.
Comics & Manga (+35% YoY)
The manga boom shows no signs of slowing. Complete series sets, rare volumes, and first editions are driving strong shows. Key titles: One Piece, Berserk, Chainsaw Man, Jujutsu Kaisen. Vintage American comics (Bronze Age, key issues) also have a dedicated audience.
Jewelry & Watches (+40% YoY)
This is the fastest-growing major category on Whatnot. Vintage jewelry, estate pieces, and affordable luxury watches (Seiko, Orient, vintage Casio) are finding an enthusiastic audience. The visual nature of live selling is perfect for jewelry — seeing a piece catch the light on camera is infinitely more compelling than a photo.
Video Games (+25% YoY)
Retro gaming is booming. Complete-in-box N64, GameCube, and PS1 games command serious prices. Sealed games are the "graded cards" of the gaming world. Even loose cartridges in good condition sell well in lot formats.
Home & Vintage Décor
An unexpected growth category. Mid-century modern furniture, vintage pottery (McCoy, Fiesta), and retro kitchenware have found a passionate audience on Whatnot. Shows are smaller but buyer intent is high.
🔥 Opportunity alert: If you can source in an emerging category with low seller competition, you can build a loyal audience before the market gets saturated. The sellers who started Pokémon shows in 2020 built empires. The same opportunity exists now in comics, jewelry, and retro gaming.
Category Comparison: Revenue, Margins & Competition
Here's the full comparison to help you decide:
| Category | Startup Cost | Avg Margin | Avg Revenue/Show | Competition | Skill Needed |
|---|---|---|---|---|---|
| Trading Cards | $500-$2,000 | 40-60% | $1,800-$4,500 | 🔴 Very High | High |
| Vintage Clothing | $100-$500 | 70-85% | $800-$2,200 | 🟡 Medium | Medium |
| Funko Pops | $300-$1,000 | 45-65% | $600-$1,800 | 🟠 High | Medium |
| Sports Memorabilia | $500-$2,000 | 50-70% | $1,200-$3,500 | 🟡 Medium | High |
| Sneakers | $500-$2,000 | 35-55% | $1,000-$3,000 | 🟡 Medium-High | High |
| Comics/Manga | $200-$800 | 55-75% | $500-$1,500 | 🟢 Low-Medium | Medium |
| Video Games | $300-$1,000 | 50-70% | $700-$2,000 | 🟢 Low-Medium | Medium |
| Jewelry/Watches | $300-$1,500 | 60-80% | $800-$2,500 | 🟢 Low | Medium-High |
How to Choose Your Category
Don't pick a category just because it has the highest revenue potential. Pick one that aligns with three things:
1. Your Knowledge
Buyers on Whatnot can tell immediately if you know your stuff. A card seller who can't identify a first edition, or a clothing seller who mislabels a vintage era, loses credibility fast. Sell what you already know.
2. Your Sourcing Access
The best category in the world is useless if you can't source inventory at the right price. If you live near great thrift stores, vintage clothing is your play. If you have connections with card distributors, cards are your play. If you haunt estate sales, sports memorabilia and jewelry are goldmines.
3. Your Enthusiasm
You're going to be on camera talking about these items for hours every week. If you're genuinely excited about what you're selling, it shows — and that enthusiasm is contagious. Passion sells more than expertise.
💡 The sweet spot: High knowledge + good sourcing + genuine enthusiasm = the category where you'll dominate. Don't chase the "hottest" category if you have no edge in it.
Where to Source for Each Category
| Category | Best Sourcing Channels | Avg Source Cost |
|---|---|---|
| Trading Cards | Distributors, card shows, estate sales, Facebook groups | $0.50-$100/card |
| Vintage Clothing | Thrift stores, estate sales, Goodwill bins, rag houses | $1-$15/piece |
| Funko Pops | Retail clearance, Facebook marketplace, conventions, bulk lots | $3-$30/Pop |
| Sports Memorabilia | Estate sales, auction houses, consignment, collector networks | $10-$200/item |
| Sneakers | Retail drops, consignment stores, GOAT/StockX (buy low), Facebook groups | $50-$300/pair |
| Comics/Manga | Library sales, estate sales, Half Price Books, comic shops closing | $0.50-$20/book |
| Video Games | Garage sales, Goodwill, Facebook marketplace, pawn shops | $2-$40/game |
| Jewelry/Watches | Estate sales, pawn shops, auction houses, storage units | $5-$200/piece |
No matter which category you choose, success on Whatnot comes down to consistent shows, engaged chat, fast shipping, and the right tools. BundleLive helps with the last two — bin management for fast fulfillment, Smart Chat to keep bidders engaged, and analytics to track which items and categories perform best for your specific audience.
The data is clear: 2026 is a great time to start selling on Whatnot. The platform is growing, buyer demand is rising, and there are still categories with room for new sellers to build an audience. Pick your niche, source smart, show up consistently, and let the auction format do the rest.