How much do Whatnot sellers really make? We analyzed platform data, public filings, seller surveys, and community reports to build the most comprehensive picture of Whatnot seller income ever compiled.
Whatnot has emerged as the dominant force in live commerce. Founded in 2019, the platform has grown from a niche collectibles marketplace to a $11.5 billion company commanding nearly 60% of the estimated $22 billion live commerce market across North America and Europe.
Whatnot's GMV more than doubled from ~$3 billion in 2024 to $8 billion in 2025, making it the fastest-growing e-commerce platform by volume growth rate. At current trajectory, Whatnot is on pace to surpass $12-15 billion in GMV by end of 2026.
🐦 Share this finding| Year | Estimated GMV | YoY Growth | Valuation |
|---|---|---|---|
| 2021 | ~$100M | — | $1.5B |
| 2022 | ~$500M | ~400% | $3.7B |
| 2023 | ~$1.5B | ~200% | $3.7B |
| 2024 | ~$3B | ~100% | $4.6B |
| 2025 | $8B+ | ~167% | $11.5B |
| 2026 (proj.) | $12-15B | ~50-88% | TBD |
Seller income on Whatnot varies dramatically based on consistency, category, and experience. According to Whatnot's own website, the average seller earns $25,000 per year. Salary.com estimates average annual Whatnot seller earnings at approximately $32,234. But these averages mask enormous variance.
| Seller Tier | Shows/Week | Monthly Revenue | Monthly Profit (est.) | % of Sellers |
|---|---|---|---|---|
| Casual | 1-2/month | $200–$800 | $100–$400 | ~45% |
| Part-Time | 1-2/week | $1,500–$5,000 | $600–$2,500 | ~30% |
| Consistent | 3-4/week | $13,000+ | $4,000–$8,000 | ~15% |
| Full-Time Pro | Daily | $30,000–$50,000 | $10,000–$25,000 | ~8% |
| Top 1% | Daily+ | $50,000–$200,000+ | $20,000–$100,000+ | ~2% |
Sellers who go live 3-4 times per week earn 40-70x more than those who stream once or twice a month. Daily sellers earn 100-250x more. Consistency is the single biggest predictor of Whatnot income — not category, not follower count.
🐦 Share this findingCommunity-reported income from r/whatnotapp and reselling forums paints a nuanced picture:
Whatnot's fee structure directly impacts take-home income. Here's the complete breakdown:
| Fee Type | Rate | Notes |
|---|---|---|
| Commission | 8% | On total sale amount (standard categories) |
| Payment Processing | 2.9% + $0.30 | Per transaction |
| Coins & Bullion Commission | 4% | Reduced rate for this category |
| Effective Total | ~11.2% | On a typical $25 item |
On a $25 sale, a seller pays approximately $2.00 commission + $1.03 processing = $3.03 total fees, keeping $21.97 (87.9%) before cost of goods and shipping.
Sports cards and TCG remain the highest-volume categories in the U.S., but lifestyle categories are growing fastest as Whatnot's audience diversifies.
The share of women on Whatnot has doubled in the past year. Fashion buyers now place more than 12 million orders per month. Women's Fashion has an average of 13,000 live streams either live or scheduled at any given time — making it one of the largest categories on the platform.
🐦 Share this finding| Category | Avg. Sale Price | Shows Needed for $5K/mo | Competition Level |
|---|---|---|---|
| Sports Cards / Breaks | $15–$50 | 8–12 | 🔴 Very High |
| TCG (Pokémon, MTG) | $10–$40 | 10–15 | 🔴 Very High |
| Women's Fashion | $15–$35 | 12–18 | 🟡 Growing |
| Sneakers | $50–$200 | 6–10 | 🟡 Moderate |
| Jewelry | $20–$100 | 8–14 | 🟢 Lower |
| Electronics | $30–$150 | 6–10 | 🟢 Lower |
| Beauty | $10–$40 | 12–20 | 🟢 Emerging |
| Coins & Bullion | $25–$500 | 4–8 | 🟡 Moderate |
Whatnot's business model thrives on engagement. The platform has built one of the stickiest commerce experiences in the world.
Users spend an average of 95 minutes per day on Whatnot — rivaling social media platforms like TikTok and Instagram. Customer retention is 80%+ month-over-month, significantly higher than typical e-commerce. This engagement is why 93% of sellers say live selling is important to their long-term business success.
🐦 Share this findingHow does Whatnot seller income stack up against other reselling platforms?
| Metric | Whatnot | eBay | Poshmark |
|---|---|---|---|
| Commission / Fees | ~11.2% | ~13.25% | 20% |
| Avg. Active Seller Income | $25K/yr | $15-20K/yr | $5-10K/yr |
| Growth Rate (GMV) | ~167% YoY | ~flat | Declining |
| Buyer Engagement | 95 min/day | ~10 min/session | ~25 min/day |
| Full-Time Viability | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ |
| Revenue Model | Live + Store | Auction + BIN | BIN + Offers |
Whatnot sellers keep roughly 89% of each sale (before COGS), compared to 87% on eBay and 80% on Poshmark. Combined with 167% GMV growth vs. eBay's flat growth, Whatnot is currently the highest-upside platform for resellers. 88% of surveyed sellers believe businesses that don't adopt live selling will struggle to compete.
🐦 Share this findingWhatnot's European expansion is creating new income opportunities at a staggering pace.
| Market | Seller Base Growth | Top Sellers Earning | Key Category |
|---|---|---|---|
| 🇺🇸 United States | Mature, scaling | $50K-$200K+/mo | Sports Cards, TCG |
| 🇬🇧 United Kingdom | Rapid | £30K/mo (daily sellers) | Fashion, Collectibles |
| 🇫🇷 France | +888% | Growing | Fashion, Lifestyle |
| 🇩🇪 Germany | +600% | €475/hr live | Electronics, Cards |
Based on current growth trajectories, platform announcements, and market trends, here are our projections for Whatnot in 2026:
The live commerce market in North America and Europe is estimated at $22 billion and growing rapidly. Whatnot controls ~60% of this market. As the total addressable market expands toward $30B+ in 2026, sellers who establish themselves now are positioned to ride a generational wave in e-commerce.
🐦 Share this findingDownload the complete 2026 Whatnot Seller Income Report with additional data tables, seller interviews, and category deep-dives.
No spam. Unsubscribe anytime.
✅ Check your inbox! The report is on its way.
This report compiles data from multiple public sources to provide the most comprehensive picture of Whatnot seller income available. No proprietary Whatnot data was used.
Income estimates by tier are derived from combining platform-reported averages with community self-reports. Individual results vary significantly. Projections for 2026 are BundleLive Research estimates based on historical growth rates and may not reflect actual outcomes. This report is updated quarterly.