Platform
Whatnot
Marketplaces in Magic: The Gathering, One Piece Card Game and 2 more games.
- Activity
- Active in 4 games
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Independent Research on the Business of Trading Card Games
How we researchPlatform
Marketplaces in Magic: The Gathering, One Piece Card Game and 2 more games.
Whatnot in Magic: The Gathering, the first of 4 games; mostly in secondary market.
Whatnot has no documented role on this stage.
Others on this stage
Uses IP under license: Magic: The Gathering IP, Star Trek
IP holder: Masters of the UniverseIP licensor: Wizards of the Coast
IP holder: The HobbitIP licensor: Wizards of the Coast
Whatnot has no documented role on this stage.
Others on this stage
Operates shop: Secret LairDirect salesSells game direct to consumer
available markets
Whatnot has no documented role on this stage.
Others on this stage
Governs program: Magic Pro Tour, Magic World Championship, Wizards Play Network Organized play operator:
Whatnot
Marketplaces
Hosts live commerce for gameSupports marketplace category for game
available markets
Others on this stage
Buys and resells cards for gameCard shop or LGS
Dark: Whatnot in Magic: The Gathering. Below it, other businesses on the same stage of Magic: The Gathering. Acting in the same game or stage is not a business relationship; documented partners are shown in orange.
3 documented relationships with other businesses.
The latest 3 briefs naming Whatnot.
Wholesaler
Europe, Middle East and Africa
Offers game productSells game direct to consumer
United States
Operates secondary market service: Card Kingdom
In its 2027 Consumer Trends Report, Whatnot says Pokémon orders and buyers more than doubled, with a monthly record above ten million Pokémon cards in September, and The Hobbit outsold in-universe Magic sets 5x; in Germany, One Piece orders rose 340% to 17% of TCG revenue.
Whatnot said its sellers have passed one billion orders, six and a half years after it launched in 2019 as a Funko Pop marketplace. Fashion is now its largest category by order volume, and more than 20 items sell every second.
Whatnot can now be installed as a Shopify sales channel, with products, inventory and orders synced automatically between both platforms. It is available in nine countries including the U.S., the UK and Germany; beta users generated over $10 million in sales.
