As live commerce continues its rapid rise, The Reseller Source is helping bring structure and discipline to an industry that has grown faster than its infrastructure. By working directly with brands and distributors, The Reseller Source supplies vetted resellers with Whatnot-ready inventory, creating a more intentional and accountable pathway into the live-commerce ecosystem.
Live shopping has moved from novelty to mainstream at remarkable speed. Whatnot, one of the category’s fastest-growing platforms, has seen its marketplace more than double in size in 2025, with sellers moving over $6 billion worth of goods by October, compared to $3 billion in all of 2024. The level of activity is increasing together with buyer engagement. During the Black Friday event of 2025, Whatnot recorded its largest sales event to date, generating more than $75 million in global GMV, with buyers purchasing at a peak rate of 125 items per second. On average, there are over 5 million listings created by the sellers daily. All that explosive growth has got to mean something, but it's also caused a fair amount of friction.
Live commerce developed quickly, and much of the resale activity supporting it remains unstructured. Brands often lack visibility into where secondary inventory ends up. Sellers frequently rely on fragmented sourcing that makes consistency difficult. As a result, a channel with enormous demand has operated with limited guardrails.
Many sellers struggle to consistently source inventory for Whatnot, relying on fragmented liquidation channels that make repeat live shows difficult and limit long-term growth.
The Reseller Source was created to address that gap. It gives brands direct control over live-commerce resale by providing full visibility into inventory movement, reseller access, and channel placement.
Through direct brand partnerships, The Reseller Source helps move excess, discontinued, and secondary-market inventory into the hands of pre-vetted Whatnot resellers. Instead of open listings or anonymous buyers, inventory is distributed through a controlled network of experienced sellers who have established audiences, consistent selling histories, and the operational capability required for livestream commerce.
“Live commerce works because buyers trust the seller on the screen,” said Ian Levy, Vice President at The Reseller Source. “As the channel scales, brands need trust in the supply chain behind those sellers. We’re helping bring structure to that layer of the market.”
This approach gives brands a clearer line of sight into how and where inventory is resold, while providing sellers with access to brand-supplied product that supports repeat shows and sustainable growth. Rather than treating live commerce as an uncontrolled outlet, The Reseller Source positions professional resellers as a last-mile distribution channel for inventory that no longer fits traditional retail paths.
That structure is becoming increasingly important as Whatnot sellers professionalize. Many now operate on set schedules, host multiple weekly shows, and depend on consistent access to inventory to maintain momentum with their audiences. One-off lots and unpredictable sourcing make that difficult. Brand-backed supply helps turn live selling into a repeatable business.
At the same time, brands are rethinking how secondary inventory moves through the market. Public liquidation channels and broad marketplaces can introduce pricing risk and brand exposure. Partnering with a curated reseller network offers an alternative that balances recovery with control.
As live commerce continues to expand, the need for organized sourcing, vetted participants, and intentional placement will only grow. The Reseller Source’s role in the ecosystem reflects that evolution, helping transform live-commerce resale from an informal practice into a more dependable and scalable channel.
For brands exploring live commerce and for resellers building long-term businesses on Whatnot, structure is no longer optional. It’s the foundation for what comes next.
To learn more about The Reseller Source, visit resellersource.com.
The Reseller Source was founded by leaders in the excess inventory industry to help brands move their surplus, discontinued, and secondary market inventory in a more controlled and intentional way. The company partners directly with brands, manufacturers, and distributors to route the inventory through a vetted network of professional resellers operating across modern resale channels, including Whatnot. By introducing structure, visibility, and curated access, The Reseller Source helps brands recover value from excess inventory while maintaining confidence in where and how their products are sold.