| Search intent | Direct answer | Status | Use it as |
|---|---|---|---|
| Whatnot 2024 GMV | $3B in 2024 live sales | Publicly reported | Marketplace volume, not revenue. |
| Whatnot 2025 GMV | $8B in 2025 live sales | Publicly reported | Marketplace volume, not revenue. |
| Whatnot revenue | No company-confirmed revenue; AC estimate: $850M-$1.05B FY2025; Sacra context: about $1B | Estimate / context | Not a Whatnot disclosure. |
| Whatnot monthly visitors January 2025 | 7.6M whatnot.com visits | Third-party Similarweb / Ecommerce Bonsai estimate | Website visits, not MAU or app users. |
Short answer: Whatnot's 2024 GMV-style live-sales figure was $3B, and its 2025 live-sales figure was $8B. Whatnot has not publicly confirmed company revenue; AC estimates $850M-$1.05B FY2025 revenue, while Sacra gives third-party context around $1B. The January 2025 monthly visitors figure is 7.6M whatnot.com visits, a third-party web-traffic estimate, not a Whatnot-disclosed MAU or app-user count.
This page keeps the source lanes separate: TechCrunch for the 2024 GMV anchor, Whatnot's 2026 State of Live Selling Report and careers page for 2025 live sales, Sacra as third-party revenue context, and Ecommerce Bonsai / Similarweb for January 2025 web visits.
AC estimates the missing metrics at roughly $850M-$1.05B FY2025 revenue, 10.5%-13.0% effective monetization take rate, $18-$28 AOV, 6M-10M monthly transacting buyers, 10M-18M annual active buyers, 9M-16M MAU, 20M-35M AAU, 70K-140K monthly active sellers, and 140K-330K live events per week. Those are estimates from public anchors and explicit assumptions, not Whatnot disclosures.
For the broader hub, use Whatnot statistics. For Sports Cards and TCG seller decisions, pair this company-level view with the Sports Cards and TCG timing guide, Most Crowded Times to Sell on Whatnot, and Whatnot Seller Analytics.
Data note: public anchors vs AC estimates#
This page uses public company and media sources as the anchor layer, then labels every AC-derived metric separately. Publicly reported metrics come from Whatnot pages, funding coverage, and published fee materials. Estimated metrics use transparent arithmetic from those anchors.
Methodology
Whatnot growth metrics methodology
The buyer, seller, MAU, AAU, AOV, take-rate, revenue, and live-event ranges are directional estimates, not company-disclosed totals.
- Data source
- Public Whatnot pages, Whatnot careers and fee materials, funding and media coverage, third-party research profiles, and explicit AC arithmetic.
- Category scope
- Company-level Whatnot metrics only. This is not seller-account analytics, category timing data, or observed public room-level data.
- Coverage
Timezone
Not time-window dependent
Sample period
Public disclosures available through June 24, 2026
Sample size
Company-level disclosed anchors and bounded estimate ranges
Update cadence
Refresh when Whatnot or major funding/research sources publish new company-level metrics
- Key metrics
- Publicly reported metric: A figure Whatnot or a named public funding/media source reported directly.
- Third-party estimate: A figure from an outside research or traffic source, kept separate from Whatnot disclosures.
- AC estimate: A range derived from public anchors, stated formulas, and bounded assumptions.
- Exclusions
- No private Whatnot revenue, dashboard, seller, buyer, ranking, order-level, or conversion data is included.
- No claim is made that Whatnot has confirmed revenue, MAU, AAU, active buyers, active sellers, AOV, realized take rate, or event count.
- No seller ROI, profit, or account-level performance claim is inferred from the company-level metrics.
Whatnot metrics by source status#
Read this table by row. The status column tells you whether the number is publicly reported, third-party estimated, or modeled by AC.
| Metric | Best current figure | Status | Basis | Clean read |
|---|---|---|---|---|
| 2024 live sales / GMV | $3B | Publicly reported | Series E coverage | Marketplace volume, not revenue. |
| 2025 live sales / GMV | $8B | Publicly reported | Whatnot 2026 report and careers page | Latest full-year live-sales anchor. |
| Cumulative orders | 1B orders | Publicly reported | Whatnot June 2026 order milestone | Cumulative orders, not annual orders. |
| Weekly live-show hours | 500K+ hours/week | Publicly reported | Whatnot careers and 2026 scale context | Supply-side activity signal. |
| New accounts | 20M+ in 2025 | Publicly reported | Whatnot 2026 report | Account creation, not active users. |
| Average app usage | 95 min/day | Publicly reported | Whatnot 2026 report | Engagement signal, not MAU. |
| Items sold per second | 20+ items/second | Publicly reported | Whatnot June 2026 order milestone | Order-flow clue, not order count. |
| Market share | Nearly 60%; use 55%-60%+ cautiously | Company-reported context | Whatnot 2026 report | Denominator is company-defined. |
| Valuation | $11.5B | Publicly reported | October 2025 Series F | Valuation, not revenue or GMV. |
| Funding total | About $968M | Publicly reported | Crunchbase Series F coverage | Capital raised, not operating revenue. |
| Revenue | $850M-$1.05B | AC estimate | $8B GMV x 10.5%-13.0% take-rate range | Not Whatnot-confirmed revenue. |
| Effective take rate | 10.5%-13.0% | AC estimate | Published seller fees plus GMV context | Realized take rate is not public. |
| Average order value | $18-$28 | AC estimate | $8B GMV divided by estimated annual orders | Company-wide AOV is not public. |
| Monthly transacting buyers | 6M-10M | AC estimate | Monthly orders divided by buyer frequency | Buyers, not all active users. |
| Annual active buyers | 10M-18M | AC estimate | Monthly buyer base annualized with repeat behavior | Definition-sensitive range. |
| MAU | 9M-16M | AC estimate | Buyer floor plus non-buyer app activity | Not a Whatnot disclosure. |
| AAU | 20M-35M | AC estimate | Account growth and retention context | Not a Whatnot disclosure. |
| Monthly active sellers | 70K-140K | AC estimate | 500K+ weekly live hours divided by hosted hours per seller | Active-seller total is not public. |
| Live events | 140K-330K/week | AC estimate | 500K+ weekly live hours divided by show length | Event count is inferred. |
| Monthly web visits | 7.6M in January 2025 | Third-party estimate | Ecommerce Bonsai citing Similarweb | Website visits, not MAU. |
The main public anchors are Whatnot's 2026 State of Live Selling Report, one-billion-orders post, careers page, CEO letter, seller fees page, and Series F post, plus public financing coverage from TechCrunch and Crunchbase News. Sacra is used only as third-party estimate context.
Assumption matrix#
These are not claimed company disclosures. They are bounded modeling inputs used to translate public marketplace signals into operating estimates.
Items per order
1.2-1.6
Whatnot reports items sold per second and cumulative orders. Bundles and multi-item baskets mean items and orders are not the same.
Orders per monthly transacting buyer
3.5-6.0
95 minutes/day of app usage and 80%+ month-over-month retention point to repeat behavior.
Hosted live hours per active seller per week
4-8
Whatnot reports total live-show hours and seller time commitment, but not hosted live hours per seller.
Average show length
1.5-3.5 hours
A broad marketplace likely includes many shorter routine shows and some much longer tentpole streams.
Effective monetization take rate
10.5%-13.0%
Published seller fees imply a low-double-digit seller-facing fee stack before category mix, promotions, refunds, and accounting treatment.
Estimation framework#
Each estimate starts with a public anchor, applies one modeling assumption, and produces a directional marketplace metric.
Estimate
Orders
The public anchor feeds the formula, and the formula produces the Orders estimate.
Public anchor
Formula
Orders = GMV / AOVOutput
Estimate
Monthly transacting buyers
The public anchor feeds the formula, and the formula produces the Monthly transacting buyers estimate.
Public anchor
Formula
Monthly transacting buyers = monthly orders / orders per buyerOutput
Estimate
Active sellers
The public anchor feeds the formula, and the formula produces the Active sellers estimate.
Public anchor
Formula
Active sellers = live-show hours / hosted hours per sellerOutput
Estimate
Revenue
The public anchor feeds the formula, and the formula produces the Revenue estimate.
Public anchor
Formula
Revenue = GMV x effective take rateOutput
Estimate
Live events
The public anchor feeds the formula, and the formula produces the Live events estimate.
Public anchor
Formula
Live events = live-show hours / average show lengthOutput
How the missing metrics are estimated
Each estimate starts with a public anchor, then applies one bounded assumption.
GMV and live sales#
Whatnot's cleanest public operating metric is live sales / GMV-style marketplace volume. TechCrunch reported that Whatnot surpassed $3B in annual GMV for livestream sales in 2024. Whatnot later reported $8B in 2025 live sales in its 2026 State of Live Selling Report and on its careers page.
Public live-sales disclosures
The strongest full-year comparison is 2024 to 2025.
Metric status: publicly reported. No AC estimate is needed for these full-year GMV-style figures.
Revenue estimate#
Whatnot has not publicly disclosed a company-confirmed revenue series. AC estimates FY2025 revenue at $850M-$1.05B by applying a 10.5%-13.0% effective monetization take-rate range to $8B of 2025 live sales. Sacra's Whatnot profile is useful third-party context because it estimates about $1B of 2025 revenue, but it is not a Whatnot disclosure.
Revenue is estimated from GMV and effective take rate
AC applies a bounded take-rate range to Whatnot's public 2025 live-sales figure.
AC estimate
$850M-$1.05B
Estimated FY2025 revenue range. Whatnot has not publicly confirmed this as revenue.
| Input | Range | Source status |
|---|---|---|
| 2025 live sales | $8B | Whatnot public disclosure |
| Effective monetization take rate | 10.5%-13.0% | AC assumption |
| Revenue result | $850M-$1.05B | AC estimate |
| Sacra context | About $1B | Third-party estimate |
Input 2025 live sales
Range $8B
Source status: Whatnot public disclosure
Input Effective monetization take rate
Range 10.5%-13.0%
Source status: AC assumption
Input Revenue result
Range $850M-$1.05B
Source status: AC estimate
Input Sacra context
Range About $1B
Source status: Third-party estimate
Metric status: AC estimate, with Sacra as third-party context. Not company-disclosed.
Effective take rate estimate#
Whatnot publishes seller fees, but it does not publish realized company-wide take rate. The seller fees page lists standard U.S., Canada, and Australia commission at 8% for many categories, 4% for Coins & Money, and payment processing of 2.9% + $0.30. It also lists EU and UK commission at 6.67% + VAT for many categories, with payment processing of 2.42% + a fixed fee + VAT.
Published fees imply a low-double-digit fee stack
The realized company take rate is not public, so the article uses an effective monetization range.
Common US / Canada / Australia stack
EU / UK stack before category and tax details
Metric status: AC estimate. Published fees are public; realized take rate is not.
Average order value estimate#
Whatnot has not published company-wide AOV. AC estimates $18-$28 by comparing $8B of 2025 live sales with a plausible 286M-444M annual order range. The order range starts with public order-flow signals: one billion cumulative orders, 20+ items sold per second, and more than 12M monthly fashion orders in the 2026 report.
AOV comes from GMV divided by estimated orders
This keeps the AOV range tied to public marketplace scale.
Public GMV anchor
$8B
2025 live sales
Estimated orders
286M-444M
Annual order range
Implied AOV
$18-$28
AC estimate
Metric status: AC estimate. Whatnot has not disclosed company-wide AOV.
Active buyer estimate#
Whatnot has not published active-buyer counts. AC estimates 6M-10M monthly transacting buyers and 10M-18M annual active buyers from order cadence and a 3.5-6.0 orders per monthly transacting buyer assumption. The repeat-order assumption is anchored by public engagement signals: Whatnot reports 80%+ month-over-month retention, 285% year-over-year first-time buyer growth, and 95 minutes/day of app usage.
Active buyers are estimated from order cadence
The public data supports a repeat-buyer core, but not a confirmed active-buyer count.
Metric status: AC estimate. New accounts and first-time buyer growth are public; active buyers are not.
MAU and AAU estimate#
Whatnot has not publicly disclosed MAU, AAU, DAU, or a period-defined active-user count. AC estimates 9M-16M MAU and 20M-35M AAU by using monthly transacting buyers as the floor, then adding viewers, sellers, browsers, and app-engaged users who may not purchase in a given month. Whatnot's CEO letter also says the app ranked #1 in Shopping in the U.S. and U.K. and spent 144 days in the App Store top 20.
MAU must sit above transacting buyers
A live-shopping app has buyers, sellers, viewers, browsers, and non-purchasing active users.
Buyer floor
Monthly transacting buyers are estimated around 6M-10M.
Non-buyer usage
Viewers, browsers, sellers, and lurkers can be active without buying.
Engagement anchor
Whatnot reports 95 minutes/day of average app usage globally.
Resulting range
AC uses 9M-16M MAU and 20M-35M AAU.
Metric status: AC estimate. Whatnot has not disclosed MAU or AAU.
Monthly visitor estimate context#
Whatnot has not disclosed a company-confirmed monthly visitor count. The only monthly-visitor figure retained here is a third-party web-traffic estimate: Ecommerce Bonsai cites Similarweb for 7.6M whatnot.com visits in January 2025. That number can help bound web interest, but it is not app MAU, active users, active buyers, active sellers, or total marketplace traffic.
Monthly visitors are not MAU
Web traffic estimates and active app users answer different questions.
Third-party web-traffic estimate
7.6M visits
Ecommerce Bonsai cites Similarweb for whatnot.com visits in January 2025. This is not a Whatnot-disclosed active-user count.
Metric status: third-party estimate. Not company-disclosed and not equivalent to MAU.
Active seller estimate#
Whatnot has not published a period-defined active-seller count. The strongest public supply anchor is 500K+ live-show hours per week, which appears on Whatnot's careers page. Whatnot also reports seller-intensity signals such as one in eight sellers being full time and an average 23 hours/week of seller time commitment.
AC estimates 70K-140K monthly active sellers by dividing 500K+ weekly live-show hours by 4-8 hosted live hours per active seller per week, then rounding for non-live store activity, inactive tails, and timing differences. The annual active-seller range is roughly 120K-250K.
Active sellers are estimated from hosted live hours
Total live-show hours are public; hosted live hours per seller are the assumption layer.
Metric status: AC estimate. Seller time and live-hour signals are public; active-seller totals are not.
Live event estimate#
Whatnot reports 500K+ live-show hours per week, but it does not publish a consistent live-event count. AC estimates 140K-330K live events per week, or roughly 7M-17M annualized live events, by assuming an average show length of 1.5-3.5 hours.
Live events are inferred from total hosted hours
Whatnot discloses hours, not events. Show length creates the range.
Metric status: AC estimate. Live-show hours are public; event count is not.
Cumulative orders#
This metric is public. On June 18, 2026, Whatnot said sellers had reached one billion cumulative orders. The same update said Whatnot spans hundreds of categories, fashion is the largest category by order volume, buyers are jumping between categories more often, and more than 20 items are sold every second.
Cumulative orders are publicly reported
This is an order-scale milestone, not an annual order count or active-buyer count.
Company-disclosed milestone
1B orders
Whatnot said sellers reached one billion cumulative orders in June 2026.
Metric status: company-disclosed for the one-billion milestone; a 1.00B-1.03B near-term extension is AC context.
Market share#
Whatnot's 2026 State of Live Selling Report says live shopping reached an estimated $22B across North America and Europe, with Whatnot at nearly 60% market share. That is company-reported market context, not an independently audited revenue figure. AC would publish the range as 55%-60%+ with a denominator note.
Market share is company-reported context
Use the market-share figure as live-shopping context, not as independent revenue proof.
Public context
Whatnot says live shopping across North America and Europe reached an estimated $22B.
Company-reported share
Whatnot says it has nearly 60% market share in that context.
Safe range
AC would publish 55%-60%+ with a denominator note.
Caveat
This is not the same as revenue, profit, or active-user share.
Metric status: company-reported context, framed cautiously by AC.
Funding and valuation#
The latest public valuation benchmark is $11.5B after Whatnot's $225M Series F in October 2025. Whatnot's Series F post announced the round and said the company had surpassed $6B in live sales in 2025 year to date. Crunchbase News reported that DST Global and CapitalG co-led the round and that total funding reached about $968M since Whatnot's 2019 inception.
Earlier in January 2025, TechCrunch reported a $265M Series E at a $4.97B valuation, with 2024 livestream GMV surpassing $3B.
Public valuation milestones
Whatnot re-rated sharply as public live-sales disclosures expanded.
Metric status: publicly reported through funding coverage.
Public growth timeline#
| Date | Public metric | Source |
|---|---|---|
| 2020-03 | About $30K monthly GMV roughly three months after launch | TechCrunch YC W20 |
| 2021-03 | $20M Series A; 15 employees | PRNewswire |
| 2021-09 | $150M Series C at $1.5B valuation; 70 employees | PRNewswire |
| 2022-07 | $260M Series D at $3.7B valuation; 2021 sales grew 20x YoY | TechCrunch |
| 2024-10 | $2B+ live-sales GMV YTD; 175K livestream hours/week; top 500 sellers at $1M+ | Whatnot 2024 report PDF / TechCrunch |
| 2025-01 | $265M Series E at $4.97B valuation; $3B 2024 live sales | TechCrunch |
| 2025-10 | $225M Series F at $11.5B valuation; $6B+ 2025 live sales YTD | Whatnot / Crunchbase News |
| 2026-01 | $8B 2025 live sales; 20M+ new accounts; 95 min/day average time spent; nearly 60% North America and Europe live-shopping market share | Whatnot 2026 report / Whatnot careers |
| 2026-06 | 1B cumulative orders; fashion largest by order volume; 20+ items/second sold | Whatnot one-billion-orders post |
What this means for sellers#
A marketplace with $8B in 2025 live sales, one billion cumulative orders, and 500K+ weekly live-show hours has more buyer attention, more category breadth, and more seller competition. That makes timing, category fit, retention, promotion discipline, and post-show analytics more important.
| Seller decision | Why the growth metrics matter |
|---|---|
| When to go live | More live-show hours mean more rooms competing for attention. |
| Which category or format to run | Category expansion creates openings, but demand and crowding vary by lane. |
| Whether to promote | Paid visibility works better when the slot and room are already strong. |
| How to read your dashboard | Public company metrics explain the market; your seller dashboard explains your room. |
| How to capture repeat buyers | One billion orders and cross-category discovery make buyer recall more valuable. |
For practical planning, move from this company-level page to Best Time to Go Live on Whatnot, Most Crowded Times to Sell on Whatnot, Whatnot statistics, and Whatnot Seller Analytics.
Read the market around the growth story
FAQ#
What was Whatnot GMV in 2024 and 2025?#
Whatnot's clean public GMV-style figures are $3B in 2024 live sales and $8B in 2025 live sales. Those figures describe marketplace live-sales volume, not company revenue, profit, seller profit, or take rate.
What is Whatnot's estimated revenue?#
AC estimates Whatnot's FY2025 revenue at roughly $850M-$1.05B by applying a 10.5%-13.0% effective monetization take-rate range to $8B of 2025 live sales. Whatnot has not publicly confirmed this revenue range.
What is Whatnot's effective take rate?#
AC uses 10.5%-13.0% as the effective monetization take-rate range. That range is derived from Whatnot's published seller fee schedule and the public GMV anchor, but Whatnot has not disclosed realized company-wide take rate.
What is Whatnot's average order value?#
AC estimates Whatnot's company-wide AOV at roughly $18-$28 by dividing $8B of 2025 live sales by an estimated 286M-444M annual orders. Whatnot has not publicly disclosed company-wide AOV.
How many active buyers does Whatnot have?#
AC estimates 6M-10M monthly transacting buyers and 10M-18M annual active buyers. The estimate uses order cadence and a 3.5-6.0 orders per monthly transacting buyer assumption. Whatnot has not disclosed active-buyer totals.
How many monthly or annual active users does Whatnot have?#
AC estimates 9M-16M MAU and 20M-35M AAU. MAU must be higher than monthly transacting buyers because viewers, browsers, sellers, and non-purchasing app users can still be active. Whatnot has not disclosed MAU or AAU.
How many active sellers does Whatnot have?#
AC estimates 70K-140K monthly active sellers and 120K-250K annual active sellers. The estimate starts with 500K+ weekly live-show hours and assumes 4-8 hosted live hours per active seller per week. Whatnot has not disclosed active-seller totals.
How many live events happen on Whatnot each week?#
AC estimates 140K-330K live events per week, or roughly 7M-17M annualized events. The estimate divides 500K+ weekly live-show hours by an assumed 1.5-3.5 hour average show length.
How many orders has Whatnot processed?#
Whatnot said sellers reached one billion cumulative orders in June 2026. That is a company-disclosed cumulative order milestone, not an annual order count, active-buyer count, revenue figure, or take-rate figure.
What is Whatnot's live-shopping market share?#
Whatnot's 2026 report says live shopping reached an estimated $22B across North America and Europe, with Whatnot at nearly 60% market share. AC would publish that as 55%-60%+ with a note that the denominator is company-reported context.
What is Whatnot's valuation and funding total?#
The latest public valuation is $11.5B after Whatnot's $225M Series F in October 2025. Crunchbase News reported that the round brought total funding to about $968M since Whatnot's 2019 inception.
How many monthly visitors does Whatnot have?#
Whatnot has not disclosed company-confirmed monthly visitors. Ecommerce Bonsai cites Similarweb for 7.6M whatnot.com visits in January 2025, but website visits are not MAU, active buyers, active sellers, or app users.
Why do Whatnot growth metrics matter to sellers?#
Platform growth means more buyer attention, but also more seller supply. As Whatnot scales to one billion cumulative orders and 500K+ weekly live-show hours, sellers need better timing, category, retention, and analytics context instead of assuming every slot improves automatically.
