Thredup enters live commerce through Whatnot partnership

US online resale platform Thredup has announced its official entry into live shopping through a partnership with Whatnot, a live commerce platform operating across North America and Europe.

Starting September 29, 2026, the company started broadcasting live shopping shows directly from its distribution centres in Atlanta, Georgia, and Dallas, Texas. The live commerce market across North America and Europe has reached an estimated 22 billion dollars, with apparel and accessories representing Whatnot’s largest product category by order volume.

Strategic expansion into interactive retail

Through this launch, Thredup brings its catalogue of pre-loved apparel to Whatnot’s community-driven marketplace. Viewers will have real-time access to millions of unique, curated secondhand garments spanning value, contemporary, and luxury brands sourced directly from Thredup facilities.

In addition to broadcasting its own live shows, Thredup is exploring avenues to support existing sellers on the platform using its proprietary resale infrastructure. Potential initiatives include providing independent fashion hosts with direct access to Thredup inventory, supplying data-driven curation tools to tailor product selections, and leveraging its established logistics network to streamline order fulfillment.

“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, chief executive officer 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. 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.”