Whatnot Co-Host Model Explained

Last updated: April 2026

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Quick Answer

To sell on Whatnot, you must apply through the Whatnot Seller Application, get approved, and then start listing products for live or "Buy It Now" sales.
The Whatnot app is free to download and use; you only pay after making a sale.
Whatnot takes about 11% of each sale (8% commission + 2.9% + $0.30 payment fee) automatically before your payout.
Sellers can offer products through live video auctions or fixed "Buy It Now" listings, reaching millions of enthusiastic buyers.

Selling on Whatnot means joining a live-shopping platform that combines community, entertainment, and e-commerce. It offers a unique way for sellers to connect with buyers through live video auctions or fixed-price listings. Before you can start selling, you need to apply and get approved as a seller. The app itself is free to download and use, with no upfront fees for listing items or hosting streams. However, once you make a sale, Whatnot deducts approximately 11% of the total sale price, which includes an 8% seller commission and a 2.9% plus $0.30 payment processing fee, before your earnings are available for payout. This model allows sellers to showcase items they love and reach a wide audience eager to shop.

What is Whatnot and How Does it Work?

Whatnot is a live-shopping app that brings together community, entertainment, and e-commerce into one dynamic experience. It offers a platform where anyone can sell items they are passionate about directly to an audience of enthusiastic buyers. The core idea is to let sellers connect with buyers through live video auctions or through fixed, "Buy It Now" listings. This setup creates a shopping experience unlike traditional online marketplaces.

The Live-Shopping Experience

The platform allows sellers to go live and showcase their products in real-time. During a live show, sellers can interact with their audience, answer questions, and build a connection that goes beyond a simple product listing. This direct engagement is a key part of the Whatnot experience. Buyers tune into live streams to discover new items, participate in auctions, and connect with sellers who share their interests. Whatnot aims to provide a unique shopping experience where buying is not just a transaction but also an entertaining event. The platform's goal is to make selling what you love more accessible and engaging, providing an audience of millions of buyers who are excited to shop for your products [https://www.whatnot.com/seller?srsltid=AfmBOoq0wo_wy0C_G1L8jySlw1Qcq5N7pv8Lk4-SRxYObBfhfUnb33V0].

Types of Sales on Whatnot

Sellers on Whatnot have two main ways to sell their products: live video auctions and fixed-price listings, known as "Buy It Now" (BIN) sales. Live auctions allow prices to increase as viewers bid, creating an exciting, fast-paced selling environment. BIN listings, on the other hand, offer items at a set price, which can be available throughout a show and even after it ends, especially if they are "Quality Listings." Many sellers choose to use a mix of both auction and BIN listings during their shows. This combination gives buyers more options and ways to shop, catering to different preferences and urgency levels. Whether it's the thrill of an auction or the convenience of a fixed price, Whatnot provides tools to manage both effectively.

Building Your Audience

Whatnot emphasizes community and connection. For sellers, this means not just listing items but also building a rapport with their audience. The interactive nature of live streams allows for direct chat, Q&A sessions, and a more personal selling approach. This can help sellers cultivate a loyal following of buyers who are genuinely interested in their products. The platform is designed to help sellers reach millions of buyers who are as excited to shop as sellers are to sell. This strong connection between sellers and buyers is a defining feature of the Whatnot model, setting it apart from other e-commerce platforms.

How Do I Start Selling on Whatnot?

To begin selling on Whatnot, you must first go through an application process and receive approval as a seller. This initial step ensures that sellers meet the platform's standards and helps maintain a quality selling environment for buyers. The application process is straightforward, requiring specific information about you and your selling experience.

The Whatnot Seller Application Process

The first step is to visit seller.whatnot.com and click "Apply to Sell." During the application, you will need to choose your niche, such as collectibles, clothing, sneakers, or vintage items. This helps Whatnot understand what you plan to sell. You will also provide your personal and contact information. A crucial part of the application involves sharing links to your current online stores, such as Etsy, eBay, Depop, or your social media profiles. These links help Whatnot assess your selling history and presence. Getting approved is a prerequisite before you can list any products or host live streams on the platform. The Complete 2025 Whatnot Seller Guide outlines this process in detail, guiding potential sellers through each step.

Is the Whatnot App Free to Use?

Yes, the Whatnot app is completely free to download and use. You can list items, host live streams, and join communities without paying any upfront fees. This means there are no listing fees or monthly subscription costs to get started. The platform's free setup makes it an attractive option for sellers who want to test new categories or trending items without significant initial investment. Unlike some other marketplaces that charge for listings or renewals, Whatnot allows you to start selling without paying anything until you make a sale.

What Happens After Approval?

Once your seller application is approved, you gain access to the full suite of selling tools on Whatnot. This includes the ability to set up your account, schedule your first show, and start listing your products. The approval process is essential because it allows Whatnot to onboard sellers who are ready to engage with the community and provide a quality shopping experience. After approval, you can immediately begin preparing for your first live show or setting up "Buy It Now" listings, taking advantage of the platform's reach to millions of buyers. This makes the barrier to entry relatively low for those looking to dive into live commerce.

Preparing for Your First Sale

After approval, you can focus on preparing your inventory and understanding the platform's features. This includes familiarizing yourself with how to create listings, manage shipping, and interact with buyers during a live show. The goal is to ensure you are ready to make the most of your selling opportunities on Whatnot. The platform offers guides and resources, like the Whatnot Seller Academy, to help new sellers navigate these initial steps successfully. The free access to listing and streaming tools means you can take your time to learn the ropes without financial pressure until your first item sells.

How Do I Set Up My Whatnot Account?

Setting up your Whatnot account correctly is a crucial step before you can start selling on the platform. This involves personalizing your profile, confirming your details, and linking your payment method to ensure you can receive your earnings. A well-prepared account helps you present a professional image to potential buyers and ensures smooth transactions.

Personalizing Your Profile

First, you need to add a profile picture and confirm your username. Your profile picture should be at least 160x160 pixels; Whatnot will automatically crop it into a circle. If you use a logo, make sure all text is easy to read even at a small size. An eye-catching profile picture helps viewers recognize you and builds trust. You should also add a banner or cover image for your account, using a 750x424 pixel image. This banner provides extra space to showcase your brand or the types of items you sell. You can change your username in the profile tab, but if you need to adjust your username or account email address, you'll need to contact sellersupport@whatnot.com.

Setting Up Your Return Address

It's important to add a return address to your account. This detail is essential for managing any returns or issues with shipped items, ensuring that packages can be sent back to you if necessary. Providing accurate return information is part of maintaining good seller practices and helps ensure a smooth process for both you and your buyers. This information is typically found within your account settings, allowing you to easily input and manage it.

Connecting Your Payment Method

To cash out payments to your bank account, you must connect your Whatnot account with Stripe. Stripe is a secure payment processing service that Whatnot uses to handle seller payouts. This setup can be done either on your web browser or through the mobile app.

On a web browser:

Click on the profile icon in the top right corner.
Select 'Financials'.
Go to the ‘Payouts’ tab directly under ‘Financials’.
Click on ‘Payment Settings’.
Click ‘Set Up Stripe Connect’.
Enter the requested information to link your bank account.
Once set up, you can 'Cash Out' funds whenever you want to transfer them to your bank account.

On the mobile app (via Seller Hub):

Navigate to your Seller Hub in the app.
Tap “Payouts” at the top of your screen.
Tap “Setup Stripe Connect”.
Follow the instructions through Stripe Connect to link your account.

Alternatively, on the mobile app (via profile):

Tap your profile image in the bottom right corner.
Tap the lines menu in the upper right corner.
Scroll to the “Selling” section and tap “Payouts”.
Tap “Set Stripe Connect”.
Follow the instructions through Stripe Connect to link your account.

This process is critical for receiving your earnings from sales made on Whatnot. The Whatnot Seller Academy Guide provides comprehensive instructions for all these account setup steps, ensuring you have all the essentials covered from setting up to receiving payments. Without a linked Stripe account, you won't be able to withdraw your funds, so it's one of the first things you should do after getting approved as a seller.

What Are the Fees for Selling on Whatnot?

When you sell an item on Whatnot, specific fees are deducted from each purchase before your earnings become available for payout. Understanding these fees is crucial for accurately calculating your potential profits and pricing your items effectively. Whatnot does not charge fees for creating, storing, or managing listings, which makes it an attractive platform for new sellers.

Two Main Types of Fees

There are two primary types of fees applied to every item sold on Whatnot: a commission fee and a payment processing fee. These fees are automatically applied each time a buyer checks out. Even if a buyer makes multiple purchases that are later bundled into one order or shipment, the fees are calculated separately for each individual transaction. This means that if a buyer purchases two items, each item will incur its own set of fees.

Commission Fee

The commission fee is Whatnot’s share of the sale. It is calculated as a percentage of your item’s final sale price. Importantly, this fee excludes shipping costs and taxes. For example, if you list an auction item that starts at $1 and sells for $20, the commission fee is based on that $20 final sale price. If you have a "Buy It Now" listing for $50 and accept an offer of $45, the commission fee will be based on the accepted sale price of $45. Whatnot charges an 8% seller commission on the final sale price of the item. This percentage is a standard rate applied across most sales on the platform.

Payment Processing Fee

In addition to the commission fee, a payment processing fee is also deducted from each sale. This fee covers the cost of processing the transaction through the payment system. The payment processing fee is 2.9% + $0.30 per transaction. This fee is standard across many online platforms that use third-party payment processors like Stripe. It's a small fixed amount plus a percentage, which helps cover the variable costs associated with financial transactions. The Whatnot's seller fees explained article provides a detailed breakdown of how these fees are calculated and applied.

Total Fee Calculation and Impact on Profit

When you combine both fees, the total deduction from each sale is roughly 11%. This percentage is automatically deducted from your earnings before they are made available for payout. For instance, if an item sells for $100, Whatnot would take $8 for the commission (8% of $100) plus $2.90 + $0.30 for the payment processing fee, totaling $11.20 in fees. This leaves you with $88.80 before considering shipping costs.

It is crucial for sellers to factor these fees into their pricing strategy to ensure profitability. As one seller shared, "I had sold a stack of comics for $5 each. After the commission, the processing fee, and the shipping costs I accidentally subsidized because I didn't own a scale, my net profit per book was about $2.80. I wasn't a business mogul; I was working for less than minimum wage," according to the Closo.co blog post, 'The Real Cost of "going Live": A Brutally Honest Breakdown of Whatnot Fees in 2025.' This highlights the importance of understanding all costs involved, including potential shipping subsidies if weights are miscalculated. Compared to platforms like Etsy, which have listing and renewal costs, Whatnot's free setup for listings can be beneficial for testing new items, but the percentage-based fees on sales remain a significant consideration.

Checking Your Earnings

Whatnot provides tools for sellers to check their fees and earnings for any order. This transparency allows you to track exactly how much you've made after all deductions. Understanding how fees are calculated helps you manage your inventory, set competitive prices, and ensure your live commerce business remains profitable.

How Do I Schedule and Prepare My First Show?

Scheduling and preparing your first show on Whatnot involves a few key steps to ensure it runs smoothly and attracts viewers. Planning ahead gives you the best chance to reach your target audience and make successful sales.

Scheduling Your Show in Advance

It is recommended to schedule your show about a week in advance. This timeframe is important for several reasons. First, it gives you ample time to share information about your upcoming show on your social media channels. Promoting your show on platforms like Instagram, Facebook, or TikTok can significantly increase awareness and draw a larger audience. Second, scheduling in advance gives potential viewers enough time to bookmark your show within the Whatnot app. When viewers bookmark a show, they receive notifications, reminding them to tune in when you go live. This helps ensure that interested buyers don't miss out. To schedule a show, simply tap the "+" icon in the app and select "Schedule a Show."

Crafting an Engaging Title

Your show's title is one of the first things potential viewers will see, so it needs to be both informative and enticing. A catchy title tells viewers exactly what you're selling and encourages them to tune in. For example, instead of a generic title, something like "Vintage Sneaker Steals & Grail Cards Auction!" is much more specific and appealing to a niche audience. Make sure your title accurately reflects the items you plan to sell and creates excitement.

Creating an Eye-Catching Thumbnail

Along with your title, an eye-catching thumbnail is one of the best ways to attract viewers to your show. The thumbnail is the visual representation of your show that appears in the Whatnot feed. It should be high-quality, clear, and visually appealing. Consider using images of your most exciting or representative products. A well-designed thumbnail can grab attention and make your show stand out among many others. This visual hook is crucial for drawing in new viewers who might be browsing the app.

Choosing the Right Category

Selecting the correct category for your show is vital for discoverability. Whatnot organizes shows by categories like "collectibles," "clothing," or "sneakers." Choosing the right category helps people who are specifically interested in your products find your show when they are searching or browsing. If you sell custom sneaker and card combos, for example, you would want to ensure your show appears in relevant categories to reach buyers looking for those specific items [https://www.whatnot.com/listing/TGlzdGluZ05vZGU6NzQ2ODQxNjk4?srsltid=AfmBOop8a4r9RN9fNGD4m7yIjqGyHISGFy2R782PpSRWGQL1Eavd5fV9]. An incorrect category might mean your show gets lost in a sea of unrelated content, reducing your potential audience.

Pre-Loading Your Listings

Before your show begins, it's highly recommended to pre-load items into your shop. This practice makes it easier for you to focus on being interactive and present with your audience during the live show. When items are pre-listed, you don't have to spend valuable live stream time creating listings on the fly. You can simply select the item from your pre-loaded inventory, initiate an auction, or offer it as a "Buy It Now" option. This allows you to engage more with chat, answer questions, and build rapport, which can lead to more sales and a more enjoyable experience for both you and your viewers. The Whatnot Seller Academy Guide stresses the importance of these preparation steps to ensure a successful first show.

What Are the Different Listing Types on Whatnot?

Whatnot offers sellers flexibility in how they list their products, providing two main formats: Temporary Listings and Quality Listings. Each format serves different selling needs, and within these, items can be set as auctions or "Buy-It-Now" (BIN) sales. Understanding these options helps sellers choose the best strategy for their inventory.

Temporary Listings

Temporary Listings are designed for quick setup and are ideal for high-volume sellers or items that are unique to a specific live show. These listings are only visible during the live show in which they are created. Once the show ends, Temporary Listings disappear. They require minimal details, making them fast to create during a live stream. For example, if you are auctioning off 100 items that all weigh between 1 and 2 kilograms, you can create a single Temporary Listing titled "1–2 kilos" and set the quantity to 100. This streamlines the process for items that are similar or sold in bulk during a show. This format is perfect for sellers who want to quickly move inventory and don't need long-term visibility for each item.

Quality Listings

Quality Listings offer more permanence and detail. These listings stay active even after your show ends, providing long-term visibility for your items. They require detailed descriptions and high-quality photos, making them suitable for unique, higher-value items you want to showcase thoroughly. If you are selling a handful of unique items that you want to show off one-by-one, Quality Listings are the recommended choice. You can list each item with clear photos and descriptions, and it will remain available for purchase even when you are not live. This is beneficial for items you might carry from one show to the next or want to sell outside of live events.

Sales Types: Auction and Buy-It-Now (BIN)

Regardless of whether you choose a Temporary or Quality Listing, each item can be set as either an Auction or a Buy-It-Now (BIN) sale.

Auction Listings

Auction listings allow the price of an item to increase as viewers place bids. Auctions run for a set duration, creating a fast-paced and exciting environment. This format is excellent for generating buzz and can often lead to higher sale prices for desirable items. Sellers can set a starting bid, and buyers compete to be the highest bidder before the timer runs out.

Buy-It-Now (BIN) Listings

Buy-It-Now listings offer items at a fixed price. Buyers can purchase these items instantly without bidding. BIN listings are available throughout your live show and can remain active even after the show ends if they are Quality Listings. This provides flexibility for buyers who prefer a straightforward purchase.

Additional Options for BIN Listings

For BIN listings, especially Quality Listings, sellers have additional features to enhance their sales strategy:

Accept Offers: This option allows buyers to submit offers on your BIN listings. You can choose to accept, decline, or counter these offers, providing a negotiation opportunity.
Flash Sales: Flash Sales allow you to temporarily discount BIN items during a live show. This feature is only available for Quality Listings. Flash sales can create a sense of urgency and encourage immediate purchases from viewers.

Most sellers use a combination of Auction and BIN listings in their shows. This mixed approach offers buyers more ways to shop, catering to different preferences and maximizing sales potential. The New seller guide to listing products provides further details on these listing types and helps sellers choose the best setup for their inventory.

Why is Accurate Shipping Weight Important?

Accurately weighing your items is one of the most critical aspects of selling on Whatnot, directly impacting both your profitability and buyer satisfaction. The item's weight determines its shipping cost, making precise measurements essential for a smooth selling experience.

Avoiding Underestimation and Returns

Underestimating an item's weight can lead to significant problems. If you report a weight that is too low, the shipping carrier may return the package to you. This results in delays, additional shipping costs, and a negative experience for the buyer who has to wait longer for their purchase. In some cases, you might even have to pay for the return shipping, cutting into your profits. To avoid this, it's always better to use a scale and, when in doubt, round up slightly rather than under-report the weight. This ensures that the correct postage is paid upfront, and the package reaches its destination without issues.

Preventing Buyer Overpayment

On the other hand, overestimating an item's weight can also create problems. If you report a weight that is too high, buyers may end up overpaying for shipping. This can lead to buyer dissatisfaction and potentially negative reviews. Buyers expect fair shipping costs, and consistently overcharging can deter them from purchasing from you again in the future. While less severe than underestimating, overestimation still impacts the overall customer experience and your reputation as a seller. The goal is to be as accurate as possible to ensure buyers pay a fair amount for shipping.

Choosing the Right Shipping Profile

When creating listings, you will choose a Shipping Profile that reflects the item’s weight from a dropdown menu. Whatnot provides different profiles based on weight tiers. It is crucial to select the profile that accurately matches your item. If your item's weight falls between two different shipping profiles, it is always recommended to choose the higher weight. This prevents the risk of under-reporting and the package being returned by the carrier. For example, if an item weighs 1.2 lbs and the profiles are for 0-1 lb and 1-2 lbs, you should select the 1-2 lb profile. This small buffer can save you from costly shipping errors and ensure that your items are delivered without incident.

The Real Cost of Inaccurate Weights

The impact of inaccurate shipping weights can be substantial, especially for sellers managing high volumes. As highlighted in a Closo.co blog post, one seller recounted, "I had sold a stack of comics for $5 each. After the commission, the processing fee, and the shipping costs I accidentally subsidized because I didn't own a scale, my net profit per book was about $2.80." This example shows how quickly profits can diminish when shipping costs are miscalculated and subsidized by the seller. Investing in a reliable scale and consistently weighing items accurately is a small effort that yields significant benefits by protecting your profit margins and ensuring a smooth transaction process for both you and your buyers. The New seller guide to listing products emphasizes this point, providing tips like using a scale and rounding up to avoid issues.

Frequently Asked Questions

Is the Whatnot app free to use?

Yes, the Whatnot app is 100% free to download and use. You can list items, host live streams, and join communities without paying any upfront fees. You only pay after making a sale, which includes an 8% seller commission and a 2.9% + $0.30 payment processing fee. This free entry point makes it easy for new sellers to get started.

How much does Whatnot charge per sale?

Whatnot charges approximately 11% of each sale. This includes an 8% seller commission on the item's final sale price (excluding shipping and taxes) and a 2.9% + $0.30 payment processing fee per transaction. These fees are automatically deducted before your earnings are available for payout.

What is the difference between Temporary and Quality listings?

Temporary Listings are only visible during the live show they are created for and disappear afterward, offering a fast setup for high-volume items. Quality Listings stay active even after the show ends, require detailed descriptions and photos, and provide long-term visibility for unique or higher-value items. Both can be set as auctions or "Buy-It-Now" sales.

How do I set up my payment method on Whatnot?

To set up your payment method and cash out payments, you need to connect your Whatnot account with Stripe. This can be done via your web browser or the mobile app by navigating to your Financials or Payouts settings and following the steps to "Set Up Stripe Connect." This link allows you to transfer funds to your bank account.

Why should I schedule my show in advance?

Scheduling your show about a week in advance gives you time to promote it on social media and allows viewers to bookmark it. Bookmarking ensures viewers receive notifications, increasing the chances they will tune in. A well-promoted show with an eye-catching thumbnail and a clear title can attract a larger audience.