Whatnot Launches UK Sports Apparel Category to Capture £450 Million Market

Whatnot, a leading live shopping platform, has significantly expanded its offerings by officially launching into the sports fashion category within the UK market. This strategic move, supported by a recent fundraise, aims to cater to the burgeoning demand from collectors and sellers of vintage sports kits and other collectible merchandise, providing them with a dedicated, interactive space.

The newly introduced ‘Sports Apparel’ category is designed to serve as a central hub for enthusiasts, enabling them to buy, sell, and stream a wide array of items live, ranging from iconic vintage football kits to highly sought-after rare "grail" pieces. This initiative marks a crucial step in Whatnot’s commitment to connecting sellers with passionate fans and empowering them to capitalize on what is described as one of the most culturally rich and commercially exciting categories available today.

The platform is strategically targeting a UK market for sports apparel that is estimated to reach an impressive value of £450 million. This substantial market growth is fueled by a compelling mix of factors, including the increasing appeal of affordability, the powerful draw of nostalgia associated with classic items, and the inherent collectibility of sports memorabilia and vintage apparel.

Internal data from Whatnot further underscores the momentum in this segment, revealing a more than fivefold increase in the number of UK-based sellers listing sports apparel on the platform between March and June. This rapid growth is a clear indicator of the strength and vibrancy of this dedicated community, demonstrating a significant organic demand that the new category is poised to harness and amplify.

Daniel Fisher, UK General Manager at Whatnot, emphasized the transformative role of live shopping. He stated, “Live shopping is rapidly becoming the go-to channel for commerce, culture and community.” Fisher highlighted Whatnot's impressive global performance, noting that the platform facilitated over $3 billion in live sales last year, with projections to double that figure by 2025. In Europe specifically, the platform has experienced explosive growth, with its seller base expanding by over 600% year-on-year, and users now watching over 340,000 hours of live content every single week.

The addition of the Sports Apparel category seamlessly integrates into Whatnot’s expanding portfolio of enthusiast-led verticals. These include well-established sections like general fashion, coveted sneakers, trading cards, collectible toys, and gaming. As live shopping continues to gain significant traction across Europe, Whatnot remains laser-focused on strategically scaling these high-interest communities, equipping sellers with the essential tools to foster their growth, and offering fans innovative new ways to discover and engage with the culture they deeply cherish.