Live commerce is transforming retail, and Whatnot is leading the way. By 2025, the platform exceeded $6 billion in sales, more than doubling its previous year’s growth. Millions of shoppers are now engaging with live streams, chatting with sellers, and bidding on products in real time. This interactive experience makes Whatnot a key indicator of retail trends for 2026.
Collectibles Are More Popular Than Ever
Whatnot started as a hub for collectibles but has expanded to hundreds of categories, including fashion, beauty, toys, and lifestyle products.
A major trend is women’s sports collectibles. WNBA cards grew three times faster than NBA cards, and signed memorabilia like jerseys is seeing strong growth. Fans are no longer just collecting cards—they are embracing wearables and authenticated items, turning fandom into a broader lifestyle experience.
Alternative Assets Gain Momentum
Live shopping is not just about toys or collectibles—investors are joining in. Goldback notes, platinum, and ancient coins are trending as shoppers look for tangible, alternative assets.
| Asset Type | 2025 Growth |
|---|---|
| Goldback Notes | +545% |
| Ancient Coins | +455% |
| Platinum | +185% |
| Gold | +240% |
| Silver | +115% |
Whatnot is providing a space for both collectors and investors to discover these items in real time.
Fashion Trends: Bold, Inclusive, Sustainable
Minimalism is fading. Western and boho aesthetics are rising, with fringe, embroidery, and flowy silhouettes gaining popularity.
Resale and extended sizing are shaping the market. Plus-size fashion grew +590%, men’s big and tall +860%, and sustainable fabrics like bamboo +1,540%. These trends show a move toward expressive, inclusive, and environmentally conscious shopping.
Nostalgia Fuels Collectible Demand
Millennials and Gen Z are seeking comfort in nostalgic products. Classic collectibles like Calico Critters (+1,735%), Lalaloopsy (+950%), Littlest Pet Shop (+700%), and Beanie Babies (+590%) are experiencing a revival. Live shopping allows buyers to relive childhood memories while engaging with communities of fans.
Beauty Trends: Bold, DIY, and Expressive
The “clean girl aesthetic” is giving way to bold, expressive looks. Glitter (+945%), vibrant eyeshadow palettes (+995%), and press-on nails (+3,085%) are replacing traditional salon visits. DIY beauty is becoming mainstream, signaling a shift toward at-home luxury and personal expression in 2026.
City-Driven Trends Shaping What People Buy
Geography plays a significant role in live shopping trends. Key U.S. cities are emerging as trendsetters:
| City | Trend |
|---|---|
| Atlanta | WNBA cards +7,300% |
| Chicago | Platinum investing +15,300% |
| Dallas | Extended sizing fashion +605% |
| Miami | Labubu toy purchases +1,455% |
| Phoenix | K-beauty & press-on nails +3,250% |
These trends show how local culture and community engagement influence what people purchase in live marketplaces.
Final Thoughts
Whatnot offers more than products—it predicts the future of retail. From collectibles and alternative assets to fashion, beauty, and city-specific trends, live shopping is reshaping how we discover, interact with, and engage in commerce. In 2026, retail is no longer just about buying—it’s about connecting, exploring, and participating in a live, community-driven experience.