Grant LaFontaine

Live Shopping Turns Sellers Into Digital Storefronts

Whatnot co-founder Grant LaFontaine argues that live shopping can address what conventional e-commerce misses: discovery, product education, and trust when buyers do not already know exactly what they want. Starting in collectibles, Whatnot built a marketplace around live sellers whose expertise and personalities are part of the purchase experience, rather than treating merchants as interchangeable inventory sources. LaFontaine says the model works only with the operational infrastructure—shipping, support, safety, and quality controls—that gives buyers reason to return.