Whatnot Secures $225 Million to Boost Live Shopping Expansion

Whatnot, a prominent player in the live shopping sector, has successfully raised $225 million in Series F funding, elevating its valuation to $11.5 billion. This investment round was co-led by DST Global and CapitalG, with contributions from notable investors including Sequoia Capital, Alkeon Capital, and returning backers such as a16z, Greycroft, and BOND.

The fresh capital will primarily focus on accelerating Whatnot’s international expansion, enhancing its engineering and marketing teams, and driving product innovation. Additionally, the company aims to improve trust and safety on its platform and introduce new features designed to provide a seamless shopping experience. A portion of the funding will support a $126 million tender offer, enabling select investors to purchase shares from existing shareholders.

Transforming Online Shopping

Whatnot has carved out a niche by transforming shopping into a social experience. Millions of users engage in live auctions, interacting with sellers in real time and discovering an array of products, from rare trading cards to vintage apparel. For small businesses and individual sellers, Whatnot has developed into a vibrant community where passion meets entrepreneurship.

The platform’s customer retention rate has soared to 80% month-over-month, reflecting an 18% increase from the previous year. Such loyalty underscores the platform’s appeal and effectiveness in retaining its user base.

Rapid Growth and Future Prospects

In 2025, Whatnot’s gross merchandise value (GMV) surpassed $6 billion, more than double the total from 2024. Founded in 2019 by Grant LaFontaine and Logan Head, both collectors at heart, the company has expanded its reach from the United States to Canada, the United Kingdom, France, and Germany, establishing itself as the fastest-growing marketplace in North America.

Laela Sturdy, a board member at Whatnot and Managing Partner at CapitalG, expressed enthusiasm for the company’s trajectory, stating, “Whatnot brought the live shopping wave to the US, the UK, and Europe and has turned it into one of the fastest growing marketplaces of all time. The brand’s explosive growth, loyal community, and relentless execution in service of its buyers and sellers make it one of the most exciting bets in commerce today.”

Alfred Lin, Partner at Sequoia Capital, highlighted the ongoing potential in e-commerce, noting, “E-commerce adoption remains far from saturated globally, with vast markets still predominantly offline. Whatnot capitalizes on this opportunity through live shopping and strategic curation of emerging categories.”

Grant LaFontaine, co-founder and CEO of Whatnot, remarked on the changing landscape of retail, asserting, “The conversation around live shopping has changed. We’re no longer asking if it will catch on. Whatnot is proving that live shopping is retail’s new normal. This funding represents both investor conviction and consumer confidence in our vision for the future of live commerce.”

With this significant influx of capital, Whatnot is poised to create more opportunities for sellers to turn their passions into profitable businesses while enhancing the shopping experience for buyers worldwide.