On Whatnot, the latest trend in livestream shopping isn’t just about sneakers or collectibles. It’s about food—specifically, candy and seafood.
Last summer, the platform started selling snacks, from Scottish shortbread to Japanese Kit Kats. Recently, they added fresh offerings like fish fillets and rib-eye steaks. According to Whatnot, their food sales grew an impressive 30% each month from July 2025 to January 2026. Overall transactions in that category skyrocketed, increasing by 2.5 times during the same period.
Whatnot is eager to expand its food section in 2026. They aim to collaborate with online candy vendors, helping them sell larger quantities through livestreams. This category is different from others on Whatnot because it’s more accessible—anyone can be a buyer. Armand Wilson, Vice President of Categories and Expansion at Whatnot, expressed strong optimism about the food category’s potential. “I wasn’t sure at first, but now I’m very excited about it,” he said.
Some specific candy sales have seen remarkable growth. For instance, sales of Hershey’s surged by a staggering 13,190% from July to January. Special edition drops are also gaining popularity; for example, a Jolly Rancher livestream focusing on new “Heat Wave” gummies sold out rapidly, with 900 units disappearing in under five seconds.
Live selling suits food well because it lets sellers share stories behind unique flavors and textures. Wilson notes that Whatnot gets a boost in sales around candy-centric holidays like Halloween and Valentine’s Day. International snacks have also became a hit, increasing by 388%. These include treats like Cadbury Creme Eggs from the U.K. and Turtle Chips from Korea, with some sellers sourcing these during travels abroad.
Whatnot’s expansion into fresh foods aligns with CEO Grant LaFontaine’s vision. He envisions fishermen livestreaming their catches, offering them directly to customers. Wilson mentioned that people tuning in to these streams already reach hundreds, although the category hasn’t received official marketing yet. They are collaborating with logistics partners to ensure fresh foods are shipped properly.
The push into food comes during a broader expansion for Whatnot, which started as a platform for collectibles in 2019. They’ve since branched into categories like home goods and fashion. In 2025, Whatnot’s live sales hit $8 billion in gross merchandise volume, highlighting their rapid growth. Notably, users spend an average of 105 minutes daily on the app.
Live shopping is gaining traction, although it still represents around just 5% of total e-commerce in the U.S. by 2026, according to Coresight Research. Nonetheless, a recent survey revealed that 45% of U.S. consumers have engaged with live shopping events in the last year. TikTok has played a crucial role in this increase, becoming as significant as eBay in the fall. Other platforms, like Palmstreet, are enhancing integration with supply chains to improve the live shopping experience.
Clients are increasingly excited about live shopping, as Avery Akkineni, CMO at VaynerX, noted. More businesses are realizing that live shopping can serve as both a promotional tool and a driver of sales. Whatnot is ready to embrace this momentum and attract sellers with unique and exciting food products. “Food is a fascinating area for Whatnot, and we’ve seen rapid growth,” Wilson concluded.
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