Comparison
Whatnot vs TikTok Shop vs eBay Live
Heads up — these are different kinds of platform (Marketplace, Social, Marketplace), so a few rows won't be apples-to-apples.
Whatnot
TikTok Shop
eBay Live
Model
Type
Marketplace app
Social platform
Marketplace app
Audience
Platform brings the audience
Platform brings the audience
Platform brings the audience
Checkout
Native, in-platform
Native, in-platform
Native, in-platform
Selling
Selling formats
Auctions · Buy it now · Breaks · Giveaways
Buy it now · Drops · Giveaways
Auctions · Buy it now · Breaks · Giveaways
Fulfillment
Shipping labels provided
Integrated fulfillment
Seller handles shipping
Makes money via
Commission
Commission · Affiliate / ads
Commission
Fees
Around 8% commission plus card-processing fees (from seller guides; not confirmed on Whatnot's own page).
Commission varies by category (around 6%) plus a payment fee; check TikTok's current seller terms.
Standard eBay final value fees by category; no separate Live fee confirmed.
Capabilities
Multistream
—
No
—
Shoppable replays
No
Yes
Yes
Affiliate network
No
Yes
—
1:1 clienteling
—
No
—
Reach & fit
Sells
sports cards · trading card games · funko & toys · comics · sneakers · mens fashion · womens fashion · jewelry & watches · coins · electronics · vintage & antiques · video games
beauty · womenswear · menswear · accessories · home · kitchen · health & wellness · electronics · toys · food & drink
trading cards · sports cards · sneakers · luxury · handbags · watches · comics
Best for
Resellers and collectors who want buyers handed to them instead of building an audience first.
Brands with everyday products — beauty, fashion, home — that want reach and creators doing the selling.
People already selling collectibles on eBay who want to add live without starting over somewhere new.
Facts
Since
2019
2023
2022
Ownership
Independent (private; ~$11.5B valuation, 2025)
ByteDance
eBay (public, Nasdaq: EBAY)
Based in
Marina del Rey, USA
—
San Jose, USA
marks where they differ · “—” means not verified