How Whatnot Leans Into Customer Obsession and Live Selling

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Marketing Trends Background

Internet shopping is old hat these days, but Whatnot is becoming a household name in the market by leaning into live selling and propping up the enthusiasts who turn into successful sellers. Andy Tu is the VP of Marketing for Whatnot, and in this episode, he explains how he’s taking the lessons he learned while working at Postmates and Uber Eats to the team at Whatnot and what marketing strategies they are using to scale up the platform. 

Tune in to learn:

  • How Andy got into marketing (2:00)
  • Leading a brand going through an acquisition (10:30)
  • The evolution of live commerce (20:45)
  • Understanding the enthusiast community (23:00)
  • Recruiting the right people to your platform (30:35)
  • Creating major partnerships that are cohesive with your brand (34:55)
  • Expanding your customer base (40:15)
  • Measuring success and metrics that matter (41:30)

About the Guest:

Andy Tu currently serves as the VP of Marketing for Whatnot. Prior to joining Whatnot, Andy was the Head of Marketing for Postmates, and the CMO of DEFY media, among other marketing roles. He has a degree in journalism from Iowa State University and currently lives in Oakland, California.

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Episode 408