Live shopping is no longer just a trend; it’s reshaping the future of e-commerce. Whether you’re a seasoned seller or just dipping your toes into livestream selling, chances are you’ve heard about two of the biggest platforms making waves in this space: Whatnot and TikTok Shop.
While both offer exciting opportunities to connect with shoppers in real-time, they take very different approaches. In this post, we’ll break down what makes each platform unique so you can decide which one best fits your brand and selling style.
Platform Focus and Origins
Let’s start with a little background. Understanding the origins of each platform can help explain how they operate and who they’re best for.
Whatnot
Whatnot, launched in 2019, began as a specialized marketplace for collectibles before expanding into a broader range of categories. Think rare trading cards, action figures, and comic books. As its popularity soared, Whatnot expanded into categories like sneakers, handbags, and even houseplants. Fast forward to 2004, and it’s grown into a leading live-streaming shopping platform, with its annual gross merchandise value (GMV) for livestream sales crossing $3 billion.
TikTok Shop
TikTok Shop, introduced in 2023, leverages TikTok’s massive user base of over 170 million in the US alone. Unlike Whatnot, which is a standalone app for live selling, TikTok Shop is baked right into the TikTok experience, blending viral videos with built-in shopping tools. So, if Whatnot is a dedicated live shopping destination, TikTok Shop is more like a shopping layer added to the entertainment you already consume.
Seller Experience and Earnings
Here’s where things get interesting, because at the end of the day, most sellers want to know: How much can I make?
Whatnot
Whatnot has positioned itself as a reliable platform for sellers, especially small businesses. According to their 2024 report, two-thirds of sellers on Whatnot earn more than $10,000 per month through livestream selling, with one in four reporting annual earnings of over $300,000.
TikTok Shop
TikTok Shop, while newer to the market, offers a potentially larger audience due to TikTok’s widespread popularity. However, specific earnings data for TikTok Shop sellers is not readily available in the search results.
Product Range and Specialization
Let’s talk about products. While both platforms are open to various categories, they each have their specialties.
Whatnot
Whatnot has expanded from its roots in collectibles to include a wide variety of categories, including sneakers, handbags, coins, and even plants. The platform has also attracted larger brands looking to sell or liquidate their inventory.
TikTok Shop
TikTok Shop focuses more on trending products that align with viral content. Popular categories include beauty tools, clothing, and items that frequently appear in TikTok trends.
Pricing and Value
You might notice some price differences between the two platforms, and so have buyers.
Whatnot
Whatnot attracts collectors and high-intent buyers, sometimes leading to higher average prices. In fact, one Reddit user noted that products on Whatnot were often 30% more expensive than on TikTok Shop (not including shipping and tax). Of course, higher prices can also mean higher profits for sellers, especially for rare or in-demand items.
TikTok Shop
TikTok Shop has taken a different approach. The platform is known for aggressive promotions, discount codes, and limited-time coupons. While this makes it attractive for buyers, it’s also been reported that TikTok Shop has been losing money to keep prices low.
Shopping Experience and Features
Now, let’s talk about what shopping on each platform feels like.
Whatnot
Whatnot is all about community and interaction. Live shows often feel like mini events, where sellers:
- Recognize returning buyers by name.
- Run fun auctions and giveaways.
- Use built-in tools to manage logistics (like automatic shipping labels)
It’s a personal experience where buyers often come for the items, but stay for the personalities.
TikTok Shop
TikTok Shop offers a much more integrated experience, blending content with commerce. Here’s what’s built into the platform:
- Shoppable videos (buy directly from a video)
- Livestream shopping
- Product showcases
- “Shop Now” buttons in creator posts
- Shoppable ads surfaced by TikTok’s algorithm.
The bonus? TikTok already knows your taste and uses that data to surface items you’re likely to buy.
Global Reach and Seller Access
Where can you sell, and who can buy?
Whatnot
Whatnot has established a strong presence in North America and parts of Europe. However, some European users have noted that the platform is slower to allow European sellers compared to TikTok Shop.
TikTok Shop
Thanks to its global parent app, TikTok Shop has a much broader international reach right out of the gate. TikTok Shop may give you an advantage if you’re looking to tap into buyers across Asia, Europe, and the U.S..
The Future of Live Shopping
Live shopping isn’t going away. It’s just getting started. Platforms like Whatnot and TikTok Shop are investing heavily to win over both buyers and sellers. Over time, we can expect more seller tools, better user experiences, and even new monetization options.
If you’re a seller, the best strategy might be to explore both platforms and see where your brand fits best. Are you building a tight-knit community and curating unique items? Whatnot could be your go-to. Selling trendy, impulse-buy products to a massive global audience? TikTok Shop might be the better bet.
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