The online selling platform Whatnot has experienced a significant surge in popularity, with Britons actively bidding on a wide array of items ranging from trading cards and toys to vintage clothing. The platform's live auction feature, where sellers showcase items via video in real-time while buyers make bids, has become a key driver of its growth.
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Toys
Adult collectors seeking to revisit their childhood are fueling a boom in the toy market, with a particular focus on items from the 1990s and 2000s. Whatnot anticipates a rise in Shrek Lego collections, driven by renewed interest in the 2001 film following the release of new figures, which saw a 30-fold increase in orders in a single month. Jellycats, the popular plush toys, also remain in demand, with orders up 13-fold in 2026. The rare Luxe Bunny variant can fetch 77% more than a standard Jellycat, with the highest-selling one reaching £850. Maintaining items in mint condition, including keeping tags attached, can significantly increase their resale value.
Squishies, the squeezable toys, have emerged as Britain's breakout toy according to Whatnot, with searches increasing 100-fold, while Labubu searches have declined by 89%. Additionally, searches for PlayStation 3 consoles and games have risen by 360% in anticipation of the console's 20th anniversary in March 2027.
Trading Cards
Pokémon continues its strong performance, with vintage cards seeing a 164% increase in searches. Collectors are building sets around favorite characters, with Charizard and Eevee being the most sought-after. In football, Arsenal cards have led sales with a 490% increase in orders following their Premier League victory. For 2027, Whatnot tips Liverpool cards for popularity, with players like Florian Wirtz and Virgil van Dijk in high demand. The upcoming Women's World Cup is also expected to boost interest in women's football collectibles. Darts trading cards have also seen a notable rise, with the number of sellers tripling and orders increasing more than 30-fold in 2026.
Fashion
Whatnot shoppers are prioritizing quality and timelessness over fleeting trends. Searches for luxury brands like Mulberry have surged by 500%, with vintage Mulberry bags being resold for significantly less than new pieces. Coach handbag searches increased by 600%, and Marks & Spencer resale clothing saw a 26% rise in searches. Accessories such as floral brooches, oversized sunglasses, and silk scarves are also experiencing increased interest. Fashion is the platform's top category by order volume, which has more than doubled year-on-year, alongside a doubling of fashion buyers and sellers.
Beauty
Korean beauty products are expected to remain a strong trend in 2027. K-beauty brands accounted for over 80% of skincare orders on Whatnot, with Korean and Japanese brands seeing an 860% rise in their share of UK beauty orders. Medicube, a prominent Korean brand, has seen its UK searches increase 60-fold. Fragrance is another key trend for 2027, particularly driven by men's interest, with searches for men's aftershave soaring by 400%. Dior Sauvage, Parfums de Marly Layton, and Creed Aventus are among the popular fragrances. The number of men buying beauty products on Whatnot grew by 630%, with their spending increasing by 800%.