On October 13, 2024, Whatnot officially launched in Australia at the Oz National Trading Card Show in Melbourne, marking a seismic shift in the country’s eCommerce landscape. Known for its innovative livestream shopping model, Whatnot has already taken the U.S. by storm, and its arrival Down Under is poised to disrupt the status quo of online selling. From trading card enthusiasts to fashion retailers, this platform offers a fresh, interactive way to connect with buyers—and it’s got industry giant eBay looking over its shoulder. Here’s why Whatnot’s launch is a massive opportunity for Australian eCommerce business owners and why it’s shaking up the game.

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Whatnot: A New Breed of Online Selling

Unlike traditional eCommerce platforms where listings sit static until someone clicks “Buy,” Whatnot blends the excitement of live auctions with the accessibility of online shopping. Sellers host real-time video streams, showcasing products—be it rare Pokémon cards, vintage fashion, or collectible sneakers—while buyers bid or purchase instantly. It’s fast, it’s engaging, and it’s community-driven, creating an experience that feels more like a live event than a transactional scroll through a website.

Since its inception in 2019, Whatnot has carved out a niche in the U.S., particularly in collectibles, trading cards, and fashion. Its Australian beta program, now fully launched, opens the door for local sellers to tap into this dynamic model. For business owners accustomed to the slower pace of platforms like eBay, Whatnot’s immediacy and interactivity are a wake-up call.

Disrupting the Normality of Online Selling

Whatnot’s entry into Australia challenges the conventional eCommerce playbook in three key ways:

  • Live Engagement Over Static Listings: On eBay, sellers upload detailed descriptions and wait for buyers to stumble across them. Whatnot flips this on its head—sellers go live, talk directly to their audience, and create a sense of urgency with real-time bidding. This cuts through the noise of oversaturated marketplaces and builds a personal connection that static listings can’t replicate.
  • Lower Barriers, Higher Speed: Listing on traditional platforms can be time-intensive—think high-quality photos, keyword optimization, and lengthy descriptions. Whatnot simplifies this: show your item on camera, describe it live, and sell it on the spot. For trading card sellers breaking packs or fashion retailers offloading deadstock, this speed is a game-changer.
  • Community-Driven Commerce: Whatnot isn’t just a marketplace; it’s a social hub. Buyers and sellers interact in real time, fostering loyalty and repeat business. This community aspect mirrors the rise of social commerce but adds a layer of live excitement that platforms like Instagram Shopping or TikTok Shop are still refining.

Why eBay Should Be Worried

eBay has long dominated Australia’s online marketplace scene, with 61.3 million monthly visits and a legacy dating back to 1999. It’s a trusted name for everything from second-hand goods to collectibles. But Whatnot’s disruptive model threatens eBay’s stronghold, especially in key categories like trading cards and fashion. Here’s why:

  • Shifting Consumer Preferences: eBay’s fixed-price and auction listings feel dated compared to Whatnot’s live, interactive format. Younger buyers, particularly Gen Z, crave instant gratification and entertainment—two things Whatnot delivers in spades.
  • Niche Market Erosion: Trading card sellers, a huge eBay demographic, are flocking to Whatnot for its ability to showcase breaks and auctions live. Fashion retailers, too, can host flash sales or drops, appealing to trend-chasing shoppers. eBay’s broad, generalist approach struggles to compete with this specialized, high-energy niche focus.
  • Ad Revenue Threat: Whatnot introduced boosted livestream ads in 2023, a move that could siphon ad dollars from eBay, which is projected to earn $651.4 million in ad revenue in 2024. As Whatnot grows its ad offerings, brands may shift budgets to a platform that promises real-time engagement over static placements.

While Amazon overtook eBay as Australia’s top marketplace in 2023, Whatnot’s unique live-selling proposition sets it apart from both giants. It’s not trying to be a one-stop shop—it’s targeting passionate buyers and sellers in high-value, community-driven categories, and that’s where eBay’s vulnerabilities lie.

A Huge Opportunity for Australian eCommerce Owners

For Australian business owners, Whatnot’s launch is a golden ticket to rethink how they sell online. Here’s how different sectors can capitalize:

  • Trading Card Sellers: The local trading card market is booming, fueled by sports cards, Pokémon, and TCGs. Whatnot’s live breaks and auctions let sellers engage collectors directly, offering rare finds or pack openings that create buzz and drive sales. It’s an edge over eBay’s slower, less personal process.
  • Fashion Retailers: Whether you’re moving vintage pieces or clearing seasonal stock, Whatnot’s live format lets you showcase items dynamically—think styling tips or storytelling about a garment’s history. This beats the flat, photo-based listings of traditional platforms.
  • General eCommerce Entrepreneurs: Beyond niches, Whatnot’s referral program, analytics tools, and global reach (sellers can attract international buyers) make it a scalable platform. Consistent live sessions can build a loyal following, turning one-off sales into a thriving community.

Getting started isn’t automatic—sellers must apply and may need to attend a training session—but the payoff is worth it. Whatnot takes an 8% commission plus transaction fees, a cost offset by the potential for higher engagement and sales volume.

The Future of Selling in Australia

Whatnot’s Australian launch isn’t just a new platform—it’s a signal that eCommerce is evolving beyond static marketplaces. For business owners willing to embrace live selling, it’s a chance to stand out in a crowded digital landscape. eBay may still hold sway for now, but its grip is loosening as Whatnot brings a fresh, disruptive energy to the table.

At Lethal Digital, we see Whatnot as more than a trend—it’s a strategic opportunity. Australian sellers who jump in early can ride this wave, building brands and revenue streams that traditional platforms can’t match. eBay should be worried, and smart eCommerce owners should be excited. The future of online selling is live, and it’s here.