Whatnot is redefining what it means to be a successful small business in the digital age. With the launch of Small Business Live, the platform is giving independent sellers the tools, visibility, and community they need to not just survive, but thrive, in a world rapidly shifting toward live, interactive shopping.
The Rise of Small Business Live
Small Business Live is designed to spotlight local shops and solo entrepreneurs, inviting them to harness the power of livestream selling. As e-commerce becomes ever more competitive, Whatnot’s event brings together businesses from every category, sneakers in Idaho, fashion in New York, collectibles in Texas, to connect with their audience in real time and transform sales results.
Armand Wilson, Vice President of Categories & Expansion at Whatnot, captures the opportunity:
“Livestream shopping is delivering a double win for small businesses: more sales in less time and a devoted customer base … With Whatnot, you can get thousands of potential buyers right now. It’s a convention in your pocket every day just by opening the app”.Why Livestream Shopping Changes Everything
Small businesses have always looked for ways to reach beyond their local foot traffic. Live selling lets them connect instantly with nationwide audiences and create “stores” that never close. Sellers host auctions, flash sales, and offer exclusive drops, all while interacting with buyers who ask questions and build loyalty in real time.
Before Whatnot, business owners spent hours creating shipping labels and posting inventory. Now, the platform offers marketing tools, one-click label printing, and CRM solutions to streamline logistics, freeing up time for relationship-building and creative selling.
Data from Whatnot’s latest survey with Censuswide reveals that nearly 90% of sellers are optimistic about their growth, and 76% expect to expand in the next year. More than 1 in 3 brick-and-mortar owners say their live show revenue now exceeds physical store sales, with sellers averaging $130,000 last year from live shows alone.
Building Community, Loyalty, and Repeat Sales
Whatnot doesn’t just facilitate sales—it builds communities. Referral programs and their tiered Rewards Club encourage engagement and repeat visits. The average buyer spends 80 minutes per day on the platform and completes 12 purchases a week, reflecting not just transaction volume but deep, ongoing relationships. As sellers interact one-on-one with their audience, they create experiences that go far beyond transactional commerce. From real-time Q&A to instant feedback on products, every show can be a gateway to lifelong customers.
Case Studies in Success
Small businesses across the U.S. have responded enthusiastically to Small Business Live. The GHQ Crew in Texas, for instance, earned $100,000 in a single livestream and is on track for $1 million annually. Zoreen Kabani of ZKStyles joined Whatnot full-time, selling fashion from home, and has generated $1.3 million since 2022. Other sellers report doubling their revenue after switching from other platforms and hiring extra staff to keep up with demand.
Many traditional store owners now view Whatnot as a launchpad for growth, bringing personalized service and expertise online. As a result, they’re scaling faster and reaching buyers who would never have entered their old brick-and-mortar locations.
Adaptability as a Business Superpower
The current economic climate, marked by rising tariffs and shifting consumer habits, demands agility. Whatnot sellers are pivoting to new product lines and increasing show frequency, with 25% expanding into fresh categories and 32% running more live events to reach new audiences. This rapid iteration keeps small businesses competitive and relevant.
Live Selling’s Larger Market Impact
The global livestream commerce market is projected to reach $2.4 trillion by 2033, according to data cited by the U.S. Chamber of Commerce. Whatnot alone expects its merchants to exceed $6 billion in sales for 2025 after facilitating over $3 billion last year. Top sellers have earned more than $1 million, and Whatnot is consistently ranked among the U.S.’s top shopping apps.
The Future of Small Business Selling
Platforms like Whatnot’s Small Business Live are not just changing sales, they are turning small businesses into brands and communities. Sellers find freedom, flexibility, and scalable success, while buyers discover memorable interactions and curated products.
For every small business owner dreaming of bigger reach, stronger engagement, and real connection, the message is clear: live selling is the next frontier, one show, one sale, and one loyal customer at a time.
