Entrepreneurs on Fire Whatnot Co-Founder and CEO Grant LaFontaine on Scaling with Live Selling
May 11, 2026
Grant LaFontaine, co-founder and CEO of Whatnot, turned his collectibles hobby into a live-shopping empire. He discusses why live selling blends entertainment, trust, discovery, and community. He explains how sellers scale from hobby streams to six-figure businesses. He highlights hot niches like collectibles, fashion, and novel food opportunities.
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Founder Sold $5,000 In First Live Stream
- Grant built Whatnot's first live-streaming feature and tested it himself by selling Funko Pops live.
- In his first stream he sold about $5,000 of Funko Pops in two and a half hours, proving the format's immediate potential.
Whatnot Name Bought For Half A Bitcoin
- The name Whatnot was chosen from a shortlist and bought for half a Bitcoin when Bitcoin was about $10,000.
- Founders wanted a brand covering collectibles, fashion, food, cards, and 'whatnot'—a versatile marketplace name.
Why Live Selling Converts Better
- Live selling combines discovery, entertainment, trust, and community, which boosts conversions versus static e-commerce.
- Viewers discover unexpected products, ask questions in real time, and stay longer because live is fun.