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Sell live
“Sell live on Whatnot or TikTok Shop”
1 of 2
Live selling works when your buyers already gather in one app. Whatnot suits trading cards, collectibles and vintage sold to a bidding crowd, and it runs in the UK, Germany and France. TikTok Shop fits products that sell on video, with creator affiliates who promote them for a cut. eBay adds live streams to a huge buyer base, and Restream or StreamYard help when you want one broadcast on several platforms.
Side by side
Price, free plan, ease of use and the team size each one suits.
ToolPriceEase of useTeam size
Why these picks
Independent reviews, facts checked at the source, and our own use.
- Ranked from independent reviewsReviews read 2 Oct 2026
We score how often and how high each tool appears in independent best-of reviews.
- Facts checked at the sourcePrices last checked 2 Oct 2026
Prices, free plans and offers come from each provider's own website, checked every week by our software and reviewed by us.
- Nobody pays for a place
The order comes from the reviews and the facts. Offers are only the providers' own.
Head to head
Pairs people weigh up that include one of these picks.
Rules that apply
The rules, the dates, and which of these tools support them.
DAC7: platforms report your online salesSelling second-hand clothes, crafts or rooms online? See when a platform reports your income to the tax office, what it sends and what you need to do about it.Selling online in the UK: tax and HMRC reportsSelling clothes, crafts or services online in the UK? See when HMRC taxes it, the £1,000 allowance, what platforms report and the Self Assessment dates.
Questions
What people ask about sell live.
Whatnot or TikTok Shop: which suits my stock?
Whatnot is built for auctions to collectors, and cards, collectibles, fashion and vintage sell well there. TikTok Shop sells through shoppable videos and lives to people scrolling the app, so it rewards products that look good on camera. Both are free to start and take a commission per sale. If your stock is rare items, start on Whatnot or eBay; if it is a product with broad appeal, try TikTok Shop.
What does it cost to start selling live?
Opening a shop on Whatnot, TikTok Shop or eBay is free. Each one charges per sale instead: Whatnot takes a commission plus a processing fee, TikTok charges a commission per order and eBay charges a final value fee when an item sells. Restream and StreamYard have free plans for the streaming side, and Restream's covers two channels. Work out the fees on your average sale price before your first show.
I already sell on eBay. Is live selling worth adding?
eBay has its own live format, eBay Live, so you can test streaming without leaving the buyers you have. Live shows suit items that benefit from being handled on camera, such as cards or vintage clothing. They also take time to prepare and host, so start with one show a week. Keep fixed-price listings running alongside.
Can I stream one show to several platforms at once?
Restream sends one broadcast to YouTube, Twitch, LinkedIn, Facebook and more, and merges the comments into one chat. StreamYard does the same from a browser studio, with guests joining by link and a separate recording per speaker. Shopping features such as bidding and checkout stay inside Whatnot, TikTok Shop or eBay, so multistreaming suits building an audience more than closing sales. Check each marketplace's rules before you stream a shop show elsewhere.
Is Whatnot available in Spain or Italy?
Whatnot runs in the US, the UK, Germany and France, so sellers in Spain or Italy can't use it yet. TikTok Shop covers Spain, Italy, Germany, France and the UK. eBay works in all five European markets and offers eBay Live in some of them. In Spain or Italy, TikTok Shop or eBay is the practical place to start.