One Smart Business Story: How Whatnot’s Winning With Live Shopping

from The Business Model by Inc. · host Inc.

Unlike their Asian counterparts, American retailers have tried their hands at live shopping to no avail. That is until Whatnot took a swing at it. Spoiler alert: Live shopping is working for the $11.5 billion startup. On this episode of The Business Model, Inc. senior editor Rob Verger sits down with Inc. senior writer Jennifer Conrad to unpack Whatnot’s magic, why live shopping is resonating with its fandom, and its plans for a sustainable future.

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This episode was published on June 15, 2026.

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