Whatnot Integrates With Shopify In Bid To Woo Bigger Brands To Live Selling
Livestream shopping platform Whatnot is looking to grow beyond small reseller startup with new Shopify integration opening the door for bigger brands to go live.
Previously, Shopify merchants selling on Whatnot had to duplicate their catalogs or manually track inventory across platforms. Now they can sync products, inventory and orders automatically to Whatnot, ensuring listings stay accurate and stock is consistent across both platforms.
Live shows are run through Whatnot with product details, pricing, condition, variants, inventory and order fulfillment managed within Shopify.
The integration is available in the Shopify App Store across the U.S., Canada, France, the U.K., Germany, Belgium, the Netherlands, Austria and Australia.
In an interview with Modern Retail, Whatnot’s chief product officer, Tom Verrilli, explained the move is an integral part of the company's growth plans to attract more sellers, including bigger brands across a wider range of categories to drive more revenue through its marketplace.
Allison Smith
“A lot of what we’re working on right now fits this vein of: How do we make sure we recognize that Whatnot isn’t only for small sellers?” Verrilli told Modern Retail in an interview.
“It’s increasingly for folks who want or need to move a very large amount of product. I’m very interested to learn how big brands want to work on Whatnot over time. We genuinely believe that live is a really important channel for sellers of all sizes."
That focus on brands is obvious in Whatnot's blog post featuring quotes from merchants like Gaines Pet, Glow Luxury, and FashioNica who were among the 30 businesses which have generated more than $10 million in sales across nearly 20 categories as part of the beta program for the Shopify integration that started late last year.
Mackenna Huntley
Whatnot has seen rapid growth, reporting more than $8 billion in live GMV in 2025 - but that growth has not been without controversy and challenges, particularly around trading card breaking and repacking practices which have recently led to arbitration claims alleging the platform is running what amounts to an illegal gambling operation.
Liz Morton
Still, the Shopify integration underscores Whatnot’s push to move beyond its reseller-heavy roots and position itself as a viable channel for scaled retail by removing operational friction and integrating directly into existing merchant workflows.
Whether that positioning can translate into sustained, brand-led growth -particularly as scrutiny around parts of its marketplace continues - remains to be seen. But the strategy is clear: Whatnot is no longer just building for power sellers, it’s aiming to embed live commerce more firmly into the modern retail stack.
