Can eBay Live overtake Whatnot?

eBay has boldly stepped into the livestream shopping space with the full launch of eBay Live, a new in-app feature that allows sellers to host real-time shoppable broadcasts.

The beta app was released in 2022, but it is now starting to make waves in the mainstream spaces. This move marks a significant shift for the veteran e-commerce giant as it looks to modernize its platform and engage a new generation of buyers through entertainment-driven commerce. With livestream selling gaining global traction, eBay aims to merge its trusted auction DNA with the immediacy and interactivity of live video.

The timing couldn’t be more critical.

Live shopping has already taken off in markets like China and is rapidly reshaping Western e-commerce. Currently, livestream commerce only represents ~5% of US e-commerce, well below the 60% in China. Platforms like Whatnot, TikTok Shop, and Amazon Live are battling for dominance by turning product discovery into a participatory event. Now, eBay enters the ring—not as a disruptor, but as a legacy brand with the infrastructure, audience, and seller base to scale quickly. But can it outmaneuver the speed and cultural momentum of its younger, more niche-focused rivals?

eBay Live: Merging Auctions with Entertainment

eBay Live offers a dynamic shopping experience where buyers can interact with sellers through live chat and reaction features. The platform supports both fixed-price purchases and live auctions, allowing sellers to showcase products in real-time. Buyers can view items in a carousel format during the livestream and place bids or make purchases instantly. eBay Live is accessible via desktop, mobile web, and the eBay app, covering categories like collectibles, luxury items, sneakers, and apparel.

Whatnot: The Community-Driven Live Shopping Pioneer

Founded in 2019, Whatnot has rapidly become a leading live shopping platform, particularly in the U.S. and Europe. It offers live auctions and instant purchasing across over 250 categories, including fashion, electronics, sports cards, and more . Whatnot emphasizes community engagement, allowing users to interact directly with sellers during live streams. The platform has seen significant growth, with a reported $3 billion in livestream sales in 2024 and a valuation of approximately $5 billion following a $265 million Series E funding round.

Comparative Analysis: eBay Live vs. Whatnot

Platform Maturity and Focus

• eBay Live: As a recent addition to eBay's suite of services, eBay Live integrates live shopping into an established e-commerce ecosystem. It leverages eBay's vast user base and reputation in auctions to attract both buyers and sellers.

• Whatnot: Built from the ground up for live commerce, Whatnot focuses on creating an engaging, community-centric shopping experience. Its platform is designed specifically for real-time interactions and niches.

Seller and Buyer Experience

• eBay Live: Offers a familiar environment for existing eBay users, with the added feature of live interactions. Sellers can reach a broad audience, and buyers benefit from eBay's established trust and security measures.

• Whatnot: Provides a more immersive experience with features like live chat, instant purchasing, and a focus on community building. It caters to enthusiasts and collectors seeking unique items and direct engagement with sellers.

Growth and Innovation

• eBay Live: Still in its early stages, eBay Live has the potential to expand its features and reach, capitalizing on eBay's existing infrastructure and resources.

• Whatnot: Demonstrates rapid growth and innovation, continuously expanding its categories and enhancing user experience. Its significant funding and dedicated focus on live commerce position it as a formidable player in the market.

Strategic Outlook: Who Will Prevail?

The live commerce landscape is evolving, with both eBay Live and Whatnot offering unique advantages. eBay Live benefits from integrating live shopping into a well-established platform, potentially attracting a wide range of users. However, Whatnot's dedicated approach to live commerce, strong community engagement, and rapid innovation give it a competitive edge.

In the long term, the success of each platform will depend on their ability to adapt to consumer preferences, expand their offerings, and foster trust among users. While eBay Live has the backing of a major e-commerce player, Whatnot's focused strategy and community-driven model position it as a strong contender in the live shopping arena.