ThredUp enters live commerce with Whatnot launch

ThredUp has officially entered the live-shopping market, launching its first live show on Whatnot on Tuesday as the online resale platform looks to expand its reach among secondhand fashion shoppers.

The launch brings ThredUp’s inventory of secondhand fashion items to Whatnot, the live-commerce platform operating across the U.S., UK and Europe.

Through the new Whatnot channel, shoppers will be able to access curated secondhand apparel spanning value, contemporary and luxury brands, with products sourced directly from ThredUp’s distribution centres.

The company plans to increase the frequency of its live shows as it works to establish itself as a destination for secondhand fashion on Whatnot.

“Live shopping is one of the most dynamic channels in retail today, and we’re excited to expand into this opportunity on Whatnot,” said James Reinhart, CEO of ThredUp. 

“With fashion as one of Whatnot’s largest categories, and with a highly engaged community of buyers, we see this as an incredible opportunity to meet the next generation of secondhand shoppers where they are.”

Beyond selling its own inventory through the platform, ThredUp is also exploring ways to make its resale technology and infrastructure available to Whatnot’s fashion sellers. 

Potential initiatives include giving sellers access to ThredUp inventory, providing data-driven curation tools to help them build selections for their audiences, and leveraging ThredUp’s logistics infrastructure to streamline inventory fulfilment.

“This launch is also just the beginning of what we can do together as we explore the endless possibilities for how our combined technologies can further support existing Whatnot sellers grow their businesses,” Reinhart added. 

ThredUp’s move comes as other resale and fashion marketplaces are also expanding into live and social commerce. This summer, StockX launched StockX Live, a real-time shopping experience featuring live auctions, giveaways and direct seller-buyer engagement across categories including sneakers, apparel, collectibles, trading cards and vintage fashion.