The resurgence of baseball cards has found a fitting home on Whatnot, the largest live-stream shopping network in North America and Europe. With a card sold every second on the platform, it’s no wonder that Armand Wilson, Vice President of Categories & Expansion at Whatnot, describes baseball cards as one of their biggest categories. The success of Whatnot in 2024 saw sellers generating a staggering $2 billion in live sales within just nine months, with over 500 individuals earning more than $1 million, prompting some to transition to full-time selling on the platform.
Starting in 2019 with a focus on Funko Pops, Whatnot quickly expanded into other categories, including the lucrative sports cards market. Wilson explained that the original idea was to address buyer pain points in purchasing collectibles online due to rampant fraud. The platform’s move into sports cards resonated well with users, with the average buyer collecting 12 items per week.
Participation in “The National,” a prominent midsummer collectibles show, has been a significant milestone for Whatnot. By replicating the convention floor experience on its app, the platform attracted thousands of sellers to showcase their inventory in real-time, enhancing the connection between buyers and sellers. The company’s 8% commission on sales didn’t deter sellers, who reported significantly higher sales volumes compared to other marketplaces, with some achieving double the sales volume on Whatnot.
Whatnot’s user-focused approach has been pivotal to its growth, with a relentless drive to provide an excellent experience for both buyers and sellers. Wilson emphasized that the company pays little attention to competitors, choosing instead to concentrate on delivering value to its users. The rapid expansion of Whatnot is evident in its employee count, increasing from fewer than 10 to nearly 700 today, with baseball cards playing a crucial role in this growth.
Successful sellers on Whatnot, such as Geoff Wilson and Dakota Peters, highlight the platform’s potential to transform hobbies into lucrative businesses. With trust being a cornerstone of the platform’s ethos, sellers are encouraged to build and maintain trust by upholding high standards and promptly resolving customer concerns. Whatnot’s growth trajectory is global, with hubs across North America and Europe hosting a staggering 175,000 hours of live streams weekly, far surpassing traditional platforms like QVC.
One of Whatnot’s standout features, card-breaking, has become immensely popular among users for its community-building and engaging nature. The fast-paced auctions, some lasting just a minute, keep collectors coming back for the thrill of opening packs together. Sellers’ personalized interactions with buyers during live shows add a social and interactive dimension, attracting a diverse audience, from young collectors in their 20s to seasoned enthusiasts in their 70s.
As Whatnot continues to redefine the collectibles market, it’s evident that the platform has successfully merged live-streaming excitement with the enduring appeal of baseball cards. By offering an immersive and interactive user experience, Whatnot has solidified its position as a leader in the ever-evolving world of collectibles trading.
