Resale platforms turn to live auctions as secondhand fashion booms

· Retail & E-commerce · United States

Resale and live-shopping platforms are increasingly using competitive auctions to sell secondhand fashion, according to a Glossy fashion briefing. Whatnot, which runs livestreamed auctions, has reached a $20 billion valuation and added more than 20 million new accounts this year. The shift reflects how American shoppers are moving from straight secondhand transactions to bidding formats, which platforms and buyers are embracing as both a source of deals and a source of pricing and demand data. The model combines resale's sustainability appeal with the engagement mechanics of live commerce.

Why it matters：Live auction resale could reshape how secondhand inventory is priced and discovered, pulling mainstream shoppers further into the circular fashion market and pressuring traditional resale listings.

Key points

  • Whatnot operates livestreamed auctions and reached a $20 billion valuation.
  • Over 20 million new accounts were created on the platform this year.
  • Buyers are turning to auctions for deals and data, not just straight transactions.

Sources (original reporting)

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