The Hidden Dangers Behind Whatnot's Thrilling Livestream Auctions
What began as a simple referral from a friend has transformed into a compulsive habit for Callum*, a 33-year-old bricklayer who discovered the rapidly growing online shopping platform Whatnot. Like thousands of other UK users, he was drawn in by the promise of incredible deals on designer items, collectables, and precious metals, only to find himself trapped in an addictive cycle of spending that has cost him thousands of pounds and impacted his mental wellbeing.
The Allure of Real-Time Bargain Hunting
Whatnot operates as a livestream shopping platform where hosts auction items in real-time, creating an atmosphere of urgency and competition that keeps users engaged for hours. With starting bids as low as £1 and the potential to win high-value items worth hundreds or even thousands of pounds, the app has developed a dedicated following across the UK. According to the platform's 2025 market report, UK viewers watched over 5 million hours of livestream shopping content last year, while European sellers grew by an astonishing 600% year-on-year.
The platform's explosive growth can be attributed to several engaging features:
- Real-time bidding on designer clothing, jewellery, trading cards, and precious metals
- Community interaction through live chat functions
- Reward systems that encourage continued participation
- 'Fear of missing out' marketing around unique collectable items
The Gambling-Style Mechanics That Hook Users
While the auction format itself presents risks, experts point to Whatnot's 'Surprise Sets' as particularly problematic. In these features, users bid between £1 and £200 for a chance to spin a virtual wheel that randomly determines whether they receive a valuable prize or worthless items. Sellers curate prize pools that may include gold bars worth hundreds of pounds alongside foreign coins of minimal value.
Callum describes his experience with these features: 'The biggest prize I've won is a 5g gold bar worth £650, which cost me just £29. But other times I've spent £500 and won nothing – just floor prizes of shillings and world coins.' This unpredictable reward system, he explains, creates a powerful psychological pull: 'You get a dopamine hit when you win, so you're gambling on the fact that you could win the item.'
Expert Analysis: When Shopping Becomes Gambling
Professor Mark Griffiths, Distinguished Professor Emeritus of Behavioural Addictions and Director of the International Gaming Research Unit, believes Whatnot's mechanics clearly fall into gambling territory. 'You've clearly either won or you've not,' he states, drawing parallels with established gambling formats.
With 38 years of experience studying addiction patterns, Professor Griffiths identifies concerning similarities between Whatnot's operations and gambling industry practices. The phenomenon of receiving prizes of minimal value after paying to participate mirrors what gambling researchers term 'losses disguised as wins' – a tactic known to encourage continued spending despite negative outcomes.
Professor Griffiths emphasises the ethical considerations: 'Everything is designed to keep you on the app, which is potentially rewarding, is addictive. From my perspective that is something that's socially irresponsible.'
The Personal Toll of Compulsive Spending
For Callum, the financial consequences have been significant, but the psychological impact has been equally damaging. 'It's been a really tough time. It has caused a lot of personal frustrations and financial stress,' he reveals. The compulsive nature of his Whatnot use has affected his self-esteem, mood, and relationships with others.
He describes a common pattern among affected users: 'I've been on and off with it – it's so hard to quit. I don't want to use it at all but it's like any other addiction. It's always within arms reach in your pocket.' This accessibility, combined with the app's engaging design, makes disengagement particularly challenging.
Regulatory Gaps and Industry Response
Despite tightening regulations around Surprise Sets last year – which now require sellers to display all items transparently during shows – significant concerns remain about the platform's overall approach. The Gambling Commission has clarified that its remit only covers products meeting the legal definition of gambling under the Gambling Act, leaving Whatnot outside its regulatory scope despite sharing many gambling-like characteristics.
Whatnot has introduced voluntary 'Account Controls' since December 2025, allowing users to set personalised limits on watch time and spending. A company spokesperson explained: 'We aim to put our users in control. These are safeguards many marketplaces still don't offer.' Support teams also share wellbeing resources with users who report difficulties managing their time or spending.
However, both Callum and Professor Griffiths argue these measures should be mandatory rather than optional. 'Compulsory spending and time limits, or enforced breaks, can help protect users,' Professor Griffiths insists. 'People have individual responsibility, but if marketing and product design keep them on the app, companies share that responsibility.'
A Growing Problem Requiring Urgent Attention
The experiences shared by Callum reflect a broader pattern emerging among Whatnot users. On platforms like Reddit, numerous individuals report similar addictive spirals, with some resorting to using previously untouched credit cards to fund their purchases. One user wrote: 'The deals, community, and fear of missing out keep me deleting and redownloading the app hundreds of times... I realized I was digging into debt.'
As Whatnot reviews whether to retain its wheel feature, experts and affected users alike call for stronger protections. Callum concludes: 'It needs to be regulated in the same way that gambling sites are. 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.'
The intersection of shopping, entertainment, and gambling mechanics in platforms like Whatnot presents new challenges for consumer protection in the digital age, highlighting the urgent need for regulatory frameworks that address evolving behavioural risks in online marketplaces.
