Florida, with $1.6B, leads nation on livestream sales platform Whatnot

Whatnot, which bills itself as the largest livestream shopping platform in North America, reports Florida is the highest-grossing state for live commerce in the nation.

Florida live sellers have generated over $1.6 billion in lifetime sales on Whatnot, beating out No. 2 California and No. 3 New York.

Since it was founded in 2019, Whatnot has enabled sellers to engage potential buyers through livestreaming and allowed consumers to purchase items through live auctions.

“We built Whatnot to give people the tools to turn their passions into thriving businesses, and it’s exciting to see how livestream selling is reshaping the way entrepreneurs and small businesses connect with shoppers in real time and achieve success,” Whatnot Vice President of Categories and Expansion Armand Wilson says in a statement. “Florida’s small business owners are leading the way, proving what’s possible when innovation meets passion."

About 30% of live sellers say they sell sneakers, followed by sports collectibles (29%) and men’s fashion (29%), beauty (17%), women’s fashion (15%) and handbags, jewelry and accessories (9%), according to Whatnot's 2024 State of Livestream Selling Report. Electronics account for 8% of sellers, followed by antiques (7%) and coins (4%).

Sellers on Whatnot are spread throughout the country. The most are in California, which is home to 13% of sellers. About 8% of sellers on Whatnot are based in Florida, while Texas is the state of residence for 7% of sellers on the platform.

For 2024, Whatnot’s annual gross merchandise value has already surpassed $2 billion in livestream sales, according to the California-based company.

These are top states for livestream selling from 2019 to 2024 ranked by gross merchandise value, according to Whatnot:

1. Florida
2. California
3. New York
4. Texas
5. New Jersey
6. Ohio
7. Pennsylvania
8. Washington
9. Michigan
10. Nevada