A free referral code from a friend drew 33-year-old bricklayer Callum into the fast-growing online shopping app Whatnot. As he scrolled through livestream auctions featuring designer brands, rare collectibles, jewelry, and precious metals at bargain prices, Callum quickly became captivated. Starting bids as low as £1, combined with real-time bidding, community chats, and the thrill of potential wins, made it easy to get hooked.
The Allure of Whatnot’s Features
Whatnot blends e-commerce with live entertainment, allowing users to watch hosts auction items in real time. Search results reveal enthusiastic online discussions about scoring high-value designer pieces or collectibles for pennies. The app’s reward systems, flashy visuals, and fear of missing out on unique items encourage prolonged engagement and spending.
Launched in December 2019 by Grant LaFontaine and Logan Head, Whatnot has seen explosive growth. European sellers increased by 600% year-on-year, with UK viewers logging over 5 million hours of livestream content in 2025. One UK seller even auctioned 3,300 sports cards in a single session.
User Experiences Highlight Addiction Concerns
Callum downloaded the app seeking deals on trading cards, silver coins, and gold bars. Within months, he spent thousands, caught in a cycle of deleting and reinstalling the app. ‘I’ve been on and off with it – it’s so hard to quit,’ Callum shares. ‘I don’t want to use it at all but it’s like any other addiction. It’s always within arm’s reach in your pocket.’
A key draw for Callum was the ‘Surprise Sets,’ where bidders pay £1 to £200 for a chance to spin a wheel and win randomized prizes like rare coins or bars. He once won a 5g gold bar worth £650 for £29, but other sessions left him with £500 spent on worthless items like foreign cents or halfpennies. ‘The auctions are addictive, but the Surprise Sets feel exactly like gambling,’ he explains. ‘I’ve probably spent thousands on the app.’
Despite occasional profits from reselling wins, Callum describes the emotional toll: stress from chasing losses, anger after failed spins, and impacts on his self-esteem and relationships. ‘It’s been a really tough time. It has caused a lot of personal frustrations and financial stress,’ he admits. Other users echo this, reporting compulsive spending on unused credit cards driven by deals, community, and FOMO.
Expert Analysis on Behavioral Risks
Professor Mark Griffiths, Distinguished Professor Emeritus of Behavioural Addictions and Director of the International Gaming Research Unit, classifies Whatnot’s spin-the-wheel mechanics as gambling-like. With 38 years studying addiction, he notes, ‘You’ve clearly either won or you’ve not.’ He highlights ‘losses disguised as wins,’ where low-value prizes after payment mimic gambling tactics to keep users engaged.
Studies, including one funded by GambleAware, show faster-paced games heighten harm risks. Griffiths stresses ethical app design: ‘Everything is designed to keep you on the app, which is potentially rewarding but addictive.’ He advocates regulations for social media and apps, calling unregulated features socially irresponsible.
Company Response and Calls for Regulation
Whatnot emphasizes user wellbeing, introducing Account Controls in December 2025. These allow setting limits on watch time and spending, blocking further activity until the limit resets. A spokesperson states, ‘These are safeguards many marketplaces still don’t offer. We aim to put our users in control,’ and support teams provide resources for those struggling.
The company notes surprise formats are common in retail and the wheel promotes fair randomization, but it’s under review. However, Callum and Griffiths argue voluntary tools fall short; mandatory limits and breaks are needed. ‘Compulsory spending and time limits, or enforced breaks, can help protect users,’ Griffiths says.
The Gambling Commission clarifies its remit covers only products meeting Parliament’s gambling definitions under the Gambling Act. Whatnot, lacking those criteria, remains unregulated. Callum urges parity with gambling sites: ‘It needs to be regulated in the same way. I’m frustrated I’ve spent my savings on it and annoyed I got into it in the first place. Now I have to get help to quit and start over again.’
*Name changed to protect identity.
