Live shopping just got a turbo boost. Whatnot, the livestream shopping platform, announced a game-changing acquisition that will shake up how users discover products. On July 15, 2026, Whatnot acquired Shaped, a machine learning company that excels at real-time recommendation and search systems.
From Hours to Minutes: Speeding Up Discovery
Whatnot has already pushed the limits of recommendation speed. Over six years, it cut its recommendation engine from taking a full day to just minutes. Now, with Shaped’s tech onboard, that speed and precision will leap even higher.
Shaped’s systems handle more than 500,000 hours of live video every week. They also process millions of real-time interactions. That scale means Whatnot can dive deep into user behavior and product discovery during live streams like never before.
Emmanuel Fuentes, Whatnot’s VP of Data and AI, said it best: “By combining Shaped’s technology with Whatnot’s existing systems, we can make recommendations faster, more responsive, and more personalized.”
Why Shaped? Why Now?
Shaped was built to help businesses build AI-powered recommendation systems. Its clients included Outdoorsy and QVC—two companies that rely on real-time, personalized experiences to drive sales.
Tullie Murrell, Shaped’s founder and CEO, brings serious AI chops. She previously worked at Meta before launching Shaped. Now she leads Whatnot’s new Applied AI Research group, tasked with pushing AI innovation further within the company.
Whatnot launched in 2019 and has exploded since. Sellers on the platform have surpassed one billion orders. Over the past year, Whatnot added 20 million buyers. Its valuation soared past $11 billion after raising $225 million in Series F funding in 2026.
They’ve also been aggressive in expanding product categories—rolling out more than 35 new categories last year and over 45 in just the first half of 2025.
What’s Next for Whatnot and Live Shopping?
This acquisition signals a new era for live shopping. Real-time recommendations will become smarter and faster. Shaped’s massive live video processing capacity will help Whatnot deliver ultra-personalized experiences during livestreams.
Imagine tuning into a live shopping event where the system instantly suggests items you want, based on your real-time interactions and preferences. This is no longer futuristic—it’s happening right now.
With Tullie Murrell leading AI research, expect rapid innovation. Whatnot is not just chasing growth—they are building the AI backbone that will shape live shopping’s future.
As live shopping grows more competitive, speed and personalization will be king. Whatnot’s move to integrate Shaped’s AI signals it is ready to own this space. The platform’s huge order volume and buyer growth already set it apart. Now its AI will pull buyers closer and keep them coming back.
This acquisition shows how AI is rewriting commerce. It’s about meeting customers in the moment, understanding their needs instantly, and delivering exactly what they want—live, fast, and personalized. Whatnot is charging full speed ahead. The future of shopping is streaming, and AI is the engine.
Based on
- Whatnot acquires Shaped to power real-time live shopping recommendations — techcrunch.com
- The internet was built for everyone. AI agents are about to rebuild it just for you | The Independent — independent.co.uk
- Reflection inks $1B compute deal with Nebius | TechCrunch — techcrunch.com
- Cribl Acquires CardinalOps to Further Expand Its AI Platform into Security Operations | Markets Insider — markets.businessinsider.com
- The founder of Hinge raised $18M to build a new AI dating service, Overtone | TechCrunch — techcrunch.com
