Grant LaFontaine is the co-founder and CEO of Whatnot, the largest live shopping platform in North America, the U.K., and Europe, which lets anyone transform their passion into a business.

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Guest Resource

Whatnot – Check out the website and explore live selling streams.

3 Value Bombs

1. Success often comes down to two things: being willing to put in the hard work and being willing to be wrong so you can learn and improve.

2. Live selling works because it combines entertainment, trust, discovery, and community into one buying experience.

3. Consistency and authenticity not being a perfect entertainer; are what help live sellers build six-figure businesses.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Whatnot Co-Founder Grant LaFontaine on Scaling with Live Selling

[1:12] – Grant shares something he believes about becoming successful that most people disagree with.

Success ultimately comes down to willingness to do hard work and learn from mistakes.
You don’t need to be the smartest person in the room to win.
The key is staying persistent and adjusting direction when you’re wrong.
Progress happens through constant learning and improvement.

[2:27] – Grant talks aboutwWhat passion he turned into a business and what he learned from being Whatnot’s first live seller.

His first entrepreneurial experience came from selling Pokémon cards online.
Early platforms like eBay and Yahoo Auctions required sending money orders through the mail.
As a collector and reseller, he saw the need for a better marketplace experience.
During his first live stream selling Funko Pops, he sold $5,000 in two and a half hours.
That experience showed him how powerful and fun live selling could be.

[4:16] – Grant talks about how the name Whatnot came about.

The company originally used a temporary name because they purchased a cheap domain.
Their designer insisted the brand needed a stronger identity.
The founders brainstormed a list of potential names including “Whatnot.”
The name reflected their vision of selling collectibles, fashion, cards, and “whatnot.”
They negotiated the domain purchase for half a Bitcoin when Bitcoin was around $10,000.

[5:40] – Grant tells why live selling convert better than traditional e-commerce.

Buyers can see the product in real time.
Sellers can tell stories and demonstrate items live.
Customers can ask questions directly and get instant answers.
Community chat adds social proof and trust.
The experience is entertaining, which keeps buyers engaged longer.

[7:33] – Grant talks about what foundational steps help new live sellers gain traction from day one.

First, decide whether you truly want to succeed and are willing to learn the craft.
Choose a product category where you have knowledge or passion.
Make sure you have access to reliable supply.
Get comfortable speaking on camera and improve with each show.

[9:09] – A timeout to thank our sponsors.

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[12:20] – Grant talks about what separates six-figure sellers from everyone else on the platform.

Success often comes from authenticity rather than performance skills.
Sellers who consistently show up build relationships with their audience.
Each live show introduces new customers and strengthens community.
Trust and familiarity grow with every broadcast.

[14:01] – Grant talks about what being a six-figure seller does on Whatnot actually look like.

Many sellers stream two to three hours per show.
Most stream around three days per week.
Full-time sellers typically generate six figures or more annually.
Their communities return because they trust the seller and enjoy the experience.

[15:24] – Grant talks about what the business model looks like for a new live seller.

A new seller might start with around 100 items to sell.
Early shows may sell 20 to 30 items at a time.
Once inventory sells out, sellers reinvest profits to buy more stock.
Over time, they expand sourcing channels and scale their inventory.

[17:44] – Grant tells which product categories are exploding right now.

Collectibles remain one of the largest and fastest-growing categories.
Women’s and men’s fashion are expanding rapidly.
Food and drink including candy and snacks are growing at extraordinary rates.
Newer categories are seeing growth of up to 1,000 percent year-over-year.

[19:02] – Grant tells where there is untapped opportunity for new sellers.

Emerging categories like international snacks or specialty foods.
Unique or niche collectibles tied to pop culture trends.
Trending franchises like anime and entertainment releases.
Sellers who catch cultural waves early often gain strong momentum.

[23:19] – Grant tells why are unboxing and pack openings so popular in live commerce.

Unboxing content has long been a popular format on platforms like YouTube.
Viewers enjoy the suspense and surprise of discovering what’s inside.
Pack openings especially with trading cards create excitement and engagement.
This format keeps viewers watching and interacting with the stream.

[26:38] – Grant talks about what entrepreneurs should do now to stay ahead of the live commerce trend.

Any e-commerce business should experiment with live selling now.
Live commerce could represent 20 to 30 percent of online sales within the next decade.
Early adopters will have a major advantage as the market grows.

[27:07] – Grant tells why use Whatnot instead of simply going live on platforms like YouTube.

Whatnot is the largest dedicated live commerce platform.
The platform is specifically designed to support buying and selling during live streams.
Sellers can access an existing marketplace of engaged buyers.

[27:39] – Call to action.

Whatnot – Check out the website and explore live selling streams.
Study successful sellers and how they run their shows.
If you run an e-commerce business, start experimenting with live commerce now.

[28:00] – Thank you to our Sponsors!

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