Live shopping has taken the retail world by storm, and Whatnot is leading the charge. In 2025, the platform surpassed $6 billion in sales, more than doubling from the previous year. Millions of shoppers now spend time watching live streams, chatting with sellers, and bidding on products, creating a shopping experience that is social, interactive, and community-driven.
As we enter 2026, Whatnot reveals not only what people are buying but also what trends are shaping the future of retail.
Collectibles Are Bigger Than Ever
Whatnot began as a hub for collectibles, but now buyers are exploring hundreds of categories, from sports cards and coins to toys and fashion.
One standout trend is women’s sports collectibles. WNBA cards have grown three times faster than NBA cards, with items like Caitlin Clark’s autographed rookie card selling for record-breaking prices. Signed memorabilia and jerseys are also surging, showing that fan culture is moving beyond just trading cards into wearables and authenticated collectibles.
Alternative Assets Are Trending
Live shopping isn’t just about fun items—investors are joining too. Goldback notes, ancient coins, and platinum have all seen significant growth as Americans look for tangible assets amid economic uncertainty.
| Asset Type | 2025 Growth |
|---|---|
| Goldback Notes | +545% |
| Ancient Coins | +455% |
| Platinum | +185% |
| Gold | +240% |
| Silver | +115% |
These numbers show that live marketplaces like Whatnot are becoming trusted spaces to discover alternative investments in real time.
Fashion Moves Toward Expression and Inclusivity
2026 fashion trends are leaving minimalism behind. Western and boho aesthetics are growing rapidly, with fringe, embroidery, and flowy silhouettes leading the way. At the same time, resale fashion is filling gaps left by traditional retailers.
Extended sizing is on the rise, with plus-size fashion up +590% and men’s big and tall clothing up +860%. Sustainable fabrics like bamboo (+1,540%) are also trending, highlighting a shift toward circular shopping and consumer-driven style.
Nostalgia and Collectibles
Childhood nostalgia is driving one of the hottest trends in 2026. Pop culture collectibles, including Calico Critters, Lalaloopsy, and Littlest Pet Shop, are experiencing huge revivals. Millennials and Gen Z are seeking comfort in their earliest memories, making nostalgia a powerful driver for live commerce.
Beauty Goes Bold and DIY
The “clean girl aesthetic” is out. Beauty trends are moving toward bold, expressive looks, with glitter (+945%) and vibrant eyeshadow palettes (+995%) leading the way. Press-on nails (+3,085%) and at-home luxury products are also surging, as shoppers embrace DIY beauty and self-expression.
Cities Leading the Live Shopping Movement
Geography also plays a role in live shopping trends. Five U.S. cities are shaping 2026 trends on Whatnot:
| City | Trend |
|---|---|
| Atlanta | WNBA card purchases +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% |
Each city shows how local culture drives buying behavior and reflects the broader trend of community-driven live commerce.
Final Thoughts
Whatnot in 2026 is more than a marketplace—it’s a trend predictor. Collectibles, fashion, beauty, and alternative assets all thrive in a live, interactive environment. By watching what people buy and how they interact, Whatnot reveals the next big trends before they hit the mainstream. Live shopping is not just changing retail—it’s shaping culture in real time.
