The allure of baseball cards, often referred to as “cardboard gold,” has found a new home on the live-stream shopping network Whatnot. Armand Wilson, Vice President of Categories & Expansion, marvels at the platform’s success, driven by the surge in sports card collecting, with a card changing hands every second on the site.
Wilson highlights baseball as a standout category on Whatnot, a significant contributor to the platform’s thriving ecosystem. The first nine months of 2024 alone saw Whatnot sellers amass an impressive $2 billion in live sales, with over 500 individuals surpassing the million-dollar mark. Some sellers have even taken the plunge to transition from traditional employment to full-time commitment to Whatnot.
Whatnot’s journey began in 2019, originally zeroing in on Funko Pops before venturing into other realms, including the lucrative domain of sports cards. According to Wilson, the platform’s inception aimed to address the challenges buyers faced in the online collectibles market, plagued by fraudulent activities. The expansion into sports cards seamlessly resonated with the audience, with the average buyer now collecting a dozen items weekly.
A pivotal moment for Whatnot ensued through its participation in “The National,” a prominent midsummer collectibles show. Whatnot ingeniously replicated the convention floor within its app, attracting throngs of sellers to showcase their merchandise live. This innovative approach bridged the gap between buyers and sellers in a dynamic setting, cementing Whatnot’s prominence in the market realm.
While Whatnot charges an 8% commission on sales, sellers attest to experiencing significantly higher sales volumes compared to other platforms. Wilson emphasizes the platform’s relentless pursuit of enhancing user experiences for both buyers and sellers, prioritizing customer satisfaction over competitive concerns.
The meteoric rise of Whatnot is underscored by its exponential growth trajectory, escalating from fewer than ten employees to nearly 700 today. The catalytic role of baseball cards in propelling this growth is evident, as Wilson identifies the fusion of cards and online shopping as a match made in heaven.
Success stories from sellers further underscore the platform’s potential, with examples like Geoff Wilson from Cards HQ and Dakota Peters’s transformation from an Instagram hobbyist to a successful full-time entrepreneur on Whatnot. Trust remains a cornerstone for Whatnot, with sellers tasked to uphold high standards and promptly address customer inquiries to foster and sustain credibility.
Headquartered in Culver City, California, with a widespread presence across North America and Europe, Whatnot stands as a global force. Boasting 175,000 hours of live streams weekly—800 times more than QVC—the platform’s sellers achieve nine times more sales than their counterparts on other marketplaces, with buyers spending an average of 80 minutes daily engrossed in live streams.
The phenomenon of card-breaking has emerged as a crowd favorite on Whatnot, fostering community and engagement amongst collectors. The adrenaline-pumping auctions, some lasting just a minute, offer a thrilling experience that keeps users coming back for more.
Beyond being a mere marketplace, Whatnot has morphed into a social and interactive hub for collectors. Sellers engage with buyers in real-time, delivering a personalized experience that resonates with a broad audience range, from young enthusiasts to seasoned collectors, thus cultivating a loyal and diverse following.
As Whatnot’s influence continues to expand, its disruptive impact on the collectibles market is palpable. By intertwining the allure of live-streaming with the everlasting charm of baseball cards, Whatnot has solidified its standing as a trailblazer in this burgeoning industry.
