Fashion Tops All Categories on Whatnot as Platform Hits $8B in Annual GMV

Quick Facts

Fashion is now Whatnot’s largest category, with 12 million orders completed per month and Women’s Fashion GMV up 223% year-over-year in 2025.
Whatnot generated over $8 billion in live GMV globally in 2025, added 20 million new accounts, and ranked as the No. 1 shopping app in both the U.S. and U.K.
Brands including Dolls Kill, Invicta, Callaway, and STAUD have joined the platform, joining thousands of independent resale sellers already active on the app.

Fashion has become the single largest category on Whatnot, surpassing the sports trading cards and collectibles that defined the platform when it launched in 2020. The live shopping app now processes more than 12 million fashion orders per month, according to Chief Product Officer Tom Verrilli.

Verrilli told Glossy that fashion sales are now an order of magnitude larger than sports sales on the platform. Women’s Fashion GMV grew 223% year-over-year in 2025, trailing only Beauty at 791%, Electronics at 444%, and Jewelry at 259%.

Platform Scale

Whatnot closed 2025 with over $8 billion in live GMV globally. First-time buyers grew 285% year-over-year. The platform hosted more than 500,000 hours of live shows per week, up 186% from the prior year.

In April 2026, Whatnot ranked as the second-most-downloaded shopping app on the Apple App Store, placing above Amazon and eBay. The company generated more than $100 million in live sales during Black Friday 2025 alone.

Users now spend an average of 95 minutes per day on the platform. Monthly customer retention sits above 80%. More than 500 sellers have reached $1 million or more in annualized sales, and 1 in 8 sellers now sell full-time on the platform, up 20% year-over-year.

Brands Moving In

While independent resale sellers still drive the majority of fashion volume, established brands are building presences on the platform. Dolls Kill runs regular livestreams drawing hundreds of concurrent viewers. Watch brand Invicta and golf lifestyle brand Callaway have each accumulated tens of thousands of followers.

Luxury resale is also a growing segment. Seller account Fashionica has moved more than 10,000 luxury bags on Whatnot over the past two years. Verrilli cited the category as a natural fit, noting that buyers of high-end goods want to see and hear from knowledgeable sellers before committing to a purchase.

Fashion brand STAUD made its livestream shopping debut on Whatnot during its Spring 2024 New York Fashion Week runway show, followed by a series of sample sales on the platform.

Resale Filling Retail Gaps

Extended sizing is emerging as a driver of fashion growth on the platform. As major retailers scale back inclusive sizing, buyers are turning to resale. Plus-size fashion on Whatnot jumped 590% in 2025, while men’s big and tall grew 860%. Bamboo fabric items grew 1,540% as shoppers seek sustainable basics.

Chief Revenue Officer Armand Wilson framed the platform’s appeal in direct terms. “With Whatnot, you can get thousands of potential buyers right now,” Wilson said. “It’s a convention in your pocket every day just by opening the app.”

Company Valuation

Whatnot, co-founded by Grant LaFontaine and Logan Head, raised a $225 million funding round and now carries a valuation above $11 billion. The company has expanded beyond the U.S. into Canada, the U.K., France, and Germany.

LaFontaine said the platform’s growth has settled an open question for the industry. “We’re no longer asking if live shopping will catch on,” he said. “Whatnot is proving that live shopping is retail’s new normal.”

For brands evaluating new sales channels, Whatnot’s fashion numbers present a concrete case. The platform’s engagement metrics, seller economics, and category growth rates are difficult to ignore as live commerce moves from novelty to standard retail practice.