Whatnot launches Shopify integration to open live-shopping platform to millions of Shopify merchants

Whatnot, the livestream shopping app, launched a direct integration with Shopify on Wednesday that lets merchants automatically sync products, inventory, and orders between the two platforms instead of duplicating catalogs or manually tracking stock. Around 30 businesses that used the integration during a beta period that began late last year generated more than $10M in sales across nearly 20 categories including collectibles, pets, fashion, and food, with the integration now available in the Shopify App Store in the U.S., Canada, U.K., France, Germany, Belgium, the Netherlands, Austria, and Australia. Whatnot Chief Product Officer Tom Verrilli told Modern Retail that “a lot of what we're working on right now fits this vein of: how do we make sure we recognize that Whatnot isn't just for small sellers?”