Whatnot, the largest live shopping platform in the UK, Europe and North America, has launched a new integration with Shopify, making it simple and easy for Shopify sellers to drive growth through live commerce.
The integration automatically connects Shopify and Whatnot, opening up a scalable new growth channel for Whatnot sellers and Shopify merchants. Since launching beta, businesses using the integration have driven more than $10 million in sales across nearly 20 categories, from Collectibles to Fashion.
Tom Verrilli, chief product officer at Whatnot, said: “Sellers increasingly realise that live commerce is a meaningful growth channel. By combining real-time engagement with purchasing, Whatnot drives stronger conversion and faster inventory movement. The question isn’t whether you can grow, but how to expand into new channels without disrupting the systems and workflows that already work. Our Shopify integration solves that by keeping products, inventory, and orders automatically in sync. When buyers can see products, ask questions, and decide in real time, trust builds faster, and sales follow.”
Jeff Kennedy, Partnerships at Shopify, said: “Merchants grow when they can meet buyers wherever they are shopping. Whatnot’s live commerce community is one of the most engaged in ecommerce, and now it connects directly to the products, inventory, and orders merchants already manage in Shopify. Beta merchants like FashioNica are already seeing the impact firsthand.”
The live shopping market is now estimated to be $22 billion across Europe and North America, with Whatnot accounting for nearly 60% of the market. In the UK, traction has expanded beyond niche collectibles to mainstream categories with women’s fashion attracting more than 500,000 viewing hours per month, toys generating more than 15,000 purchases per day, and beauty sellers earning an average of £3,000 per month.
The app is available now via the Shopify App Store.
