Whatnot is restructuring how it charges sellers, introducing a tiered commission system that automatically lowers rates as sellers hit higher sales thresholds, the live commerce platform announced in a blog post. The change takes effect this month.

Under the new structure, a seller’s total sales over a rolling four-week period determines their commission tier for the following four weeks. In the U.S., the first tier begins at $15,000 in sales over four weeks, roughly 150 orders a week at a $25 average order value. Sellers who clear that threshold unlock a lower rate automatically, with additional thresholds unlocking further reductions down to as low as 3%. The base commission rate remains 8%. There is no application or enrollment process.

Whatnot calculates commission on Gross Merchandise Value, meaning the item price alone, rather than Gross Transaction Value, which can include shipping and tax. The company said this distinction means its advertised rate and its effective rate are the same, unlike marketplaces that calculate commission on a larger transaction total.

The company pointed to Eyen Duque, who leads ecommerce operations at Arkollab, as an early beneficiary of a pilot version of the program. Duque said Arkollab roughly doubled its monthly sales after unlocking lower rates and reinvested the savings into live-seller incentives and additional staff to support more shows. “We want to reach the highest sales tiers, qualify for the lowest possible commission rates and go full throttle with our live selling operations on Whatnot,” Duque said.

Whatnot said one in eight sellers on the platform now sells full-time, and the number of sellers with more than $1 million in lifetime sales has more than doubled over the past year. Nearly one in five sellers currently generating $15,000 or more in a four-week period were generating less than $5,000 in four weeks just six months earlier, according to the company.

The pricing change follows a period of scaling for Whatnot. The company closed a $545 million Series G in August at a $20 billion valuation, roughly double the $11.5 billion valuation it reached in an October 2025 Series F. Greycroft investor Marcie Vu, who disclosed the round, wrote that Whatnot’s buyer base had more than doubled year over year and that more than 650,000 people were joining the platform weekly as of mid-2026. In June, Whatnot said sellers had processed one billion cumulative orders since the company’s 2019 founding as a Funko Pop marketplace, with the company now processing a couple million orders a day.

Whatnot generates revenue through its commission structure and, in the U.S., a 2.9% plus $0.30 payment processing fee per transaction. The company operates in the United States, Canada, the United Kingdom, France, and Germany, among other newer markets.

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