Live commerce is no longer a niche concept—it’s reshaping retail, and Whatnot is leading the way. By 2025, the platform surpassed $6 billion in sales, more than doubling its previous year’s growth. Millions of users now spend hours each day watching live streams, interacting with sellers, and bidding on items. This unique combination of community, entertainment, and commerce makes Whatnot a trend predictor for 2026.
From Collectibles to a Multi-Category Marketplace
Whatnot started as a hub for collectibles but now spans hundreds of categories, including fashion, beauty, toys, and lifestyle products.
A standout trend is women’s sports collectibles. WNBA cards have grown three times faster than NBA cards, and signed memorabilia like jerseys is also on the rise. Fans are no longer just collecting cards—they’re buying wearables and authenticated collectibles, showing that fandom is evolving into a broader lifestyle experience.
Alternative Investments on the Rise
Live shopping is also attracting buyers interested in alternative assets. Fractional gold notes, ancient coins, and platinum are seeing strong growth as shoppers seek tangible assets amid economic uncertainty.
| Asset Type | Growth in 2025 |
|---|---|
| Goldback Notes | +545% |
| Ancient Coins | +455% |
| Platinum | +185% |
| Gold | +240% |
| Silver | +115% |
Whatnot provides a platform for both collectors and investors to explore these items in real time.
Fashion Trends: Bold, Inclusive, and Sustainable
Fashion on Whatnot is moving away from minimalism. Western and boho aesthetics are surging, with fringe, embroidery, and flowy silhouettes gaining popularity.
Resale and extended sizing are becoming central to 2026 fashion trends. Plus-size fashion orders grew +590%, men’s big and tall +860%, and sustainable fabrics like bamboo +1,540%. These trends show a shift toward inclusivity, personalization, and environmentally conscious shopping.
Nostalgia Drives Collectible Demand
Millennials and Gen Z are embracing nostalgic items, driving huge revivals of classic collectibles. Calico Critters (+1,735%), Lalaloopsy (+950%), Littlest Pet Shop (+700%), and Beanie Babies (+590%) are in high demand. Live shopping allows buyers to relive childhood memories while interacting with passionate communities.
Beauty Trends: Bold, Expressive, DIY
The “clean girl aesthetic” is fading. Bold makeup, glitter (+945%), and colorful eyeshadow palettes (+995%) are making a comeback. Press-on nails (+3,085%) and DIY beauty tools are replacing salon visits, signaling a shift toward expressive, at-home luxury in 2026.
City-Driven Trends on Whatnot
Geography influences buying behavior, and several U.S. cities are setting live shopping trends:
| City | Trend |
|---|---|
| Atlanta | WNBA cards +7,300% |
| Chicago | Platinum investing +15,300% |
| Dallas | Extended sizing fashion +605% |
| Miami | Labubu toy purchases +1,455% |
| Phoenix | K-beauty & press-on nails +3,250% |
These numbers show how local communities shape product demand and highlight the power of interactive, live commerce.
Final Thoughts
In 2026, Whatnot is more than a marketplace—it’s a live commerce trendsetter. From collectibles and alternative investments to fashion, beauty, and city-specific buying patterns, Whatnot offers a glimpse into the future of retail. By connecting shoppers in real time, live shopping is changing not just how we buy, but how we discover trends and engage with culture.
