Live shopping is no longer a niche—it’s redefining retail, and Whatnot is at the forefront. By 2025, the platform surpassed $6 billion in sales, more than doubling its previous year’s growth. Millions of shoppers now spend time watching live streams, bidding on products, and interacting with sellers and communities in real time.
This unique combination of commerce and community makes Whatnot a key predictor of retail trends for 2026.
Collectibles Continue to Dominate
Whatnot started as a hub for collectibles but now spans hundreds of categories, including fashion, beauty, toys, and lifestyle items.
One standout trend is women’s sports collectibles. WNBA cards have grown three times faster than NBA cards, while signed memorabilia and jerseys are surging. Fans are no longer just collecting cards—they’re embracing wearables and authenticated items, signaling a shift toward lifestyle-focused fandom.
Alternative Assets Are Trending
Live shopping is attracting more than just casual buyers—investors are also participating. Fractional gold notes, platinum, and ancient coins have all seen significant growth as Americans look for tangible assets during uncertain economic times.
| Asset Type | Growth in 2025 |
|---|---|
| Goldback Notes | +545% |
| Ancient Coins | +455% |
| Platinum | +185% |
| Gold | +240% |
| Silver | +115% |
Whatnot provides a platform for discovering these alternative investments in real time, blending fun collecting with financial savvy.
Fashion Trends: Bold, Inclusive, and Sustainable
Minimalism is giving way to more expressive styles. Western and boho aesthetics are gaining traction, with fringe, embroidery, and flowy silhouettes leading the way.
Extended sizing and resale fashion are also reshaping 2026 trends. Plus-size fashion orders grew +590%, men’s big and tall +860%, and sustainable fabrics like bamboo +1,540%. This shows a shift toward inclusivity, individuality, and environmentally conscious shopping.
Nostalgia Drives Collectibles
Millennials and Gen Z are fueling a nostalgia wave. Classic collectibles such as Calico Critters (+1,735%), Lalaloopsy (+950%), Littlest Pet Shop (+700%), and Beanie Babies (+590%) are experiencing massive revivals. Live shopping enables buyers to reconnect with childhood favorites while engaging with communities of fans.
Beauty Trends: Bold and DIY
The “clean girl aesthetic” is fading. Bold makeup, glitter (+945%), and colorful eyeshadow palettes (+995%) are making a comeback. Press-on nails (+3,085%) and at-home beauty kits are replacing salon visits, signaling a shift toward expressive, DIY luxury in 2026.
Cities Driving Live Shopping Trends
Geography is shaping consumer behavior on Whatnot. Five U.S. cities are setting the pace for 2026 trends:
| 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 numbers highlight how community-driven, live shopping creates distinct trends across different regions.
Final Thoughts
Whatnot is more than a marketplace—it’s a trend indicator for 2026 retail. From collectibles and alternative assets to fashion, beauty, and city-specific shopping behavior, live commerce is reshaping how we discover, interact with, and participate in retail.
In 2026, shopping isn’t just about buying—it’s about connecting, exploring, and experiencing trends in real time.
