If QVC ever sold your mom a waffle iron, you’re familiar with live shopping.
But while QVC Group has filed for bankruptcy, livestream shopping has finally taken off in the US after originating in China.
Whatnot, a dedicated shopping platform, has boomed over the last year. In 2025, it more than doubled its valuation to $11.5B and reported $8B in live sales.
Why do people like it?
Whatnot is fast-paced and gamified. Shoppers swipe to bid on auctions that last seconds, with myriad hosts hawking toys, trading cards, beauty products, plants, and more.
It has its critics — those who say it could become addictive, or who criticize resellers that snatch up collectibles, tickets, and other hot items.
But for sellers…
… it can offer a flexible way to make bank.
- In 2024, Zoreen Kabani told CNBC she was earning $100k+ per month selling clothes.
- Golf Headquarters, a golf apparel and equipment retailer, earned $1m+ in 2025.
- Val Zapata makes seven figures a year selling sneakers.
“Nurse Sarah” began selling on the platform in 2022 to clean out her closet before finding her niche: pets.
“Pet items are really expensive at the store, so I love to help people make it more affordable and get good deals,” she told The Hustle.
Whatnot has replaced nursing as Sarah’s primary income, and she’s since hired help for organization, packaging, and admin tasks.
How she does it
- Sarah typically sells for 2-3 hours, six days a week. Her top-selling items are dog toys and treats, but she also devotes episodes to cats, reptiles, birds, fish, and even farm animals.
- Sarah sources items from “literally anywhere” — other Whatnot sellers, liquidation sales, local suppliers, etc.
- While the average order totals only ~$7, she works fast, selling an item about every 10 seconds. She estimates an average of ~$400/hour in revenue thanks to high volume.
While each seller brings their own best practices, Sarah finds it helpful to be consistent and relatable. Many of her customers are regulars.
“I know their [dog’s clothing size] and what they like. Some of them always want a certain brand of food and I will go source that for them,” she said.
She believes anyone can make money if they put in the time and effort and can source quality products at a good price. Of course, you'll also need space for all that inventory — and a niche of your own.
