ThredUp Expands Live Selling With Distribution Center Studios
The online resale platform plans up to 10 studios where hosts sell items across multiple platforms during the holiday push.
Updated on Nov. 13, 2026 in Retail
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ThredUp, one of the country's largest online resale platforms, is broadcasting live selling directly from studios inside its distribution centers. CEO James Reinhart said the company is 'all in on live selling.'
Why it matters
The move reflects growing consumer interest in secondhand goods, with 76% of consumers saying they bought secondhand within the last year. Live selling lets shoppers see items in real time and ask hosts questions before buying.
ThredUp reports that 75% of customers who shopped its live sales on Whatnot had never purchased on ThredUp, and the platform plans up to 10 studios selling up to 18 hours a day. It is unclear how these figures will translate to sales once the expansion is fully operational.
The players
ThredUp
ThredUp is one of the country's largest online resale platforms, operating a secondhand marketplace with its own distribution centers.
James Reinhart
James Reinhart is the chief executive officer of ThredUp, who has publicly committed the company to live selling.
The details
ThredUp is broadcasting live selling from studios inside its distribution centers, where dozens of hosts sell items across multiple platforms. The company says live selling allows buyers to see items showcased in real time, ask questions and interact with hosts, and that its distribution infrastructure lets these items be fulfilled efficiently.
Timeline
Q3 2026: ThredUp announced the expansion of live selling on its earnings call.
Q4 2026: ThredUp plans to ramp up live selling for the holiday season.
2026 holiday season: Deloitte forecasts a 4% to 4.8% increase in total holiday spend.
Market Landscape
Live selling is growing four times faster than the U.S. resale industry, according to eMarketer, and ThredUp's move positions it to compete for shoppers who have already embraced live commerce formats. The shift places a large resale marketplace directly in the live shopping segment that rivals are also pursuing.
Shoppers who buy through live sales will pay shipping and can expect fewer returns than with traditional online purchases. Live selling prices on Whatnot have run 52% higher than on ThredUp's core marketplace for similar aged items, which may affect how much buyers spend.
The takeaway
Shoppers looking for secondhand deals should compare live sale prices with standard listings before buying, since live selling has recently commanded higher prices. Factoring in shipping costs will give a clearer picture of the total price.
What happens next
ThredUp's live selling push is scheduled to ramp up during the fourth quarter ahead of the holiday season, when Deloitte forecasts a 4% to 4.8% rise in total holiday spend.
Further reading
For more on how shoppers are changing their habits, see Retail coverage on the U.S. market.
Source note: This article includes information reported by Fort Worth Star-Telegram.
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