Whatnot Doubles Valuation, Raises Funds As Growth Continues

Liz Morton
Liz Morton


Whatnot continues its hot streak as the up and coming social commerce collectibles platform doubles valuation to $3.7B and raises $260M in Series D funding.

Livestream Shopping Stays Hot As Whatnot Valuation More Than Doubles To $3.7 Billion
Despite a drawdown in venture capital spending, the online retailer—popular for buying sports cards, rare toys and other collectibles—raised $260 million.

Grant LaFontaine has been into collecting since he was was seven years old, when he started selling Pokémon cards on eBay. In his twenties, he and his friend Logan Head got into finding and selling cool sneakers. But he felt like the online interfaces on eBay and other sites were clunky and boring, and the safety features were lacking...

...“We had this hypothesis that a new generation of collectors were entering the market,” said LaFontaine, 34, Whatnot’s CEO. “And we thought this generation, which grew up on an iPhone, was not going to be happy with the existing players because a lot of them hadn’t evolved.”

The three-year-old company has been growing quickly, and just raised another $260 million in a Series D round led by CapitalG (Alphabet’s investing arm) and DST Global, with participation from Andreesen Horowitz, YC Continuity and Bond. That brings its valuation to $3.7 billion, more than double the $1.5 billion it was valued at last year.

The founders say they plan to use this latest infusion of funding to expand into more categories like diecast cars, stamps, and action figures as well as add new features and experiences to the app and they're going on a hiring spree to make it happen, recently bringing in Xinan Wu, previously at Citadel Securities, as Head of Infrastructure, and Agnieszka Podsiadło, previously at Lyft, as Head of Core Product Engineering.

They're also doubling down on their deep ties with enthusiast collectors with recent comic book publishing endeavor in partnership with Massive publishing.

Whatnot Publishing Taps Into Comic Collector Communities
Live shopping platform Whatnot taps into collector community for comic book publishing endeavor.

Investors aren't the only ones who've taken notice of Whatnot's appeal to younger generations - sellers are increasingly finding success and building an audience of repeat customers with the social commerce aspects of the platform vs the traditional eBay auction which, let's face it, is still rather clunky and boring.

Ebay 2.0? Whatnot’s $50M Bid To Take Auction Excitement to Livestream Video
What gives? Hariharan said U.S. ecommerce has only embraced video in the last three to five years, and now it’s everywhere. Even retailers like Home Depot introduced livestream demos and workshops during the pandemic.Grant Lafontaine, the CEO and co-founder of Whatnot, brought the technology to a ni…

Their users are 18 to 32-year-old collectors who spend hours browsing eBay listings but crave something more interactive.

"They're on eBay because they're buying the collectibles, they're on Instagram to show them off," Lafontaine said. "They come to Whatnot because they can do both."

Whatnot clearly as a head start in this space, but eBay has recently made moves to try to claw back some market share with the introduction of eBay Live beta - currently only available to exclusive partner sellers, not rolled out to the broader seller community yet.

eBay Live Shopping For Collectibles
eBay is launching a new live shopping platform aimed at the collectibles market.

In an interesting twist, eBay's inaugural live event was hosted by DJ Skee, who was one of several investors involved in Whatnot's Series B funding round last year - which might explain why so many people were dropping their Whatnot links in the chat at the eBay event. 😉

Whatnot and eBay will also be going head to head with live streaming events from The National Sports Collectors Convention in Atlantic City July 27-31.

Whatnot & eBay To Go Head To Head Live From The National
Both Whatnot & eBay will stream live shopping events from The National Sports Collectors Convention July 27-31.

Who will come out on top? If I had to place a bet, my money would be on Whatnot.


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Liz Morton is a seasoned ecommerce pro with 17 years of online marketplace sales experience, providing commentary, analysis & news about eBay, Etsy, Amazon, Shopify & more at Value Added Resource!