Backed by a fundraise, live shopping platform Whatnot has expanded into sports fashion, launching into the category across its UK market.
The aim is to give the platform’s sellers and collectors of vintage kits and collectible merch “a dedicated space to buy, sell and stream everything from vintage football kits to rare grail items – live. Launching ‘Sports Apparel’ is the next step in meeting that demand, giving our sellers a dedicated space to connect with fans and capitalise on one of the most culturally rich and commercially exciting categories out there.”
It says it’s tapping into a UK market projected to reach a value of £450 million, fuelled by a mix of affordability, nostalgia, and collectibility.
Meanwhile, Whatnot says the number of UK-based sellers listing sports apparel has increased more than fivefold between March and June, “reflecting the strength and momentum of this passionate community”.
Daniel Fisher, UK general manager at Whatnot, said: “Live shopping is rapidly becoming the go-to channel for commerce, culture and community,.
“Globally, Whatnot facilitated over $3 billion in live sales last year and is on track to double that figure in 2025. In Europe alone, our seller base has grown by more than 600% year-on-year, with over 340,000 hours of live content now watched every week.
Whatnot’s new Sports Apparel category joins a growing suite of enthusiast-led verticals on the platform, including fashion, sneakers, trading cards, toys, and gaming. As live shopping continues to gain traction across Europe, Whatnot is focused on scaling these high-interest communities – giving sellers the tools to grow, and fans new ways to discover the culture they love.
