Introduction: Why Whatnot Matters for Live Shopping Strategy
If you’re trying to figure out how to win with live shopping, especially on Whatnot, this article is the blueprint. What we’ve done so far isn’t hypothetical. It’s backed by data, shaped by execution, and designed for optionality.
What 12 Shows Taught Us About Building a Live Shopping Engine
In our first 12 Whatnot shows, we generated $100,602.04 in total sales and $42,741.76 in profit. That came from just 32.67 hours of selling, with average hourly profit at $1,308.50 and revenue at $3,079.85. Our average margin held above 41 percent.
These results weren’t produced by a team focused solely on Whatnot. Everyone involved already owns full-time responsibilities within the business. This channel was built on top of that, carved out with precision and purpose. It was not a side project but a calculated test to evaluate opportunity.
Scaling the Channel: What Happens Next
If we were satisfied running a $1.2 million to $1.3 million Whatnot channel, we could leave things where they are. But we are not. The plan now is to fully build out the BattlBox Whatnot channel, ideally running eight hours a day, six days a week with a dedicated team.
Once that is stable, the next decision is whether we expand into additional channels. We believe our current infrastructure can likely support two channels. Beyond that, we would need to consider securing additional space outside of the primary BattlBox warehouse. The goal would be to create a dedicated area with enough room for multiple live shopping studios. And if we are setting up those studios, it would make sense to house inventory locally as well. That would solve many of the logistical challenges we are currently navigating, including shipping product samples to remote hosts.
Of course, any expansion would be driven by the economics. We are not scaling just for the sake of it. We are building toward something efficient, sustainable, and future-proof.
The Untapped Potential of Live Shopping in the US
One important factor we are watching closely is the state of live shopping in the United States. Compared to China, the US market is still in its early stages. In China, live shopping has been mainstream since at least 2016 and now accounts for more than 10 percent of all retail sales. The United States is a decade behind that trend.
If the US market follows a similar trajectory, this is a critical window to invest. Adoption is increasing and platforms are evolving, but we are not betting the business on the assumption that live shopping will explode.
We are building in a way that lets us scale if it does and pivot if it does not. If the category grows, we will be well positioned. If it plateaus, we will still have a profitable, modular channel that can be dialed up or down as needed.
Understanding the Customer: How Whatnot Buyers Compare
A key insight we are watching closely is how Whatnot buyers behave compared to our core customer base. On TikTok Shop, we typically see an average order value around $20 and little crossover into BattlBox subscriptions. That customer tends to be lower intent and more transactionally focused.
Whatnot is showing early signs of being different. Across our first 12 shows, we’ve seen an average order value of $97.88. That is significantly higher and almost five times the AOV we typically see on TikTok Shop. On the surface, these customers appear to be more aligned with the type of buyer we acquire through our direct channels.
That said, it is too early to know how these customers will behave over time. A higher AOV does not guarantee long-term retention or brand affinity. Whether Whatnot becomes a viable channel for driving subscribers or deeper loyalty remains to be seen. For now, we are treating it as its own ecosystem and gathering data before drawing any conclusions.
Final Thoughts: Live Shopping Is Still Early, and That’s the Point
Twelve shows in, we’ve proven the economics and validated the operational model. But the broader live shopping category in the US is still evolving.
We know the United States is trailing markets like China by almost a decade, and adoption is gradually increasing. But we are not chasing trends or building around hype. We are building with control, optionality, and upside.
If live shopping becomes a dominant retail format, we will have the systems, infrastructure, and insight to capitalize. If it doesn’t, we will have created a profitable extension of our core business that does not overextend the team or the model.
Whatnot has moved from test to business line. The next phase is about clarity, discipline, and a roadmap that works no matter how the category unfolds.
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Want the full scoop? Begin with Building a 7-Figure Sales Channel with Whatnot: Part 1
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