Livestream shopping app Whatnot has acquired machine learning specialist Shaped, enhancing its ability to offer real-time product recommendations. Emmanuel Fuentes, VP of Data and AI at Whatnot, says the integration will make their system faster and more responsive, addressing one of live commerce’s biggest challenges: finding the right products in a constantly changing environment.

Whatnot’s marketplace is dynamic; inventory, auctions and buyer demand can change rapidly. The company has been reducing recommendation latency from days to minutes, with Shaped’s technology expected to take it even closer to real time. Currently, their systems process over 500,000 hours of live video weekly.

Founded by Tullie Murrell, who previously worked at Meta, the acquisition also brings a team of engineers and AI researchers to Whatnot. The company has seen significant growth, recently hitting one billion orders and launching over 70 new categories in just two years. This move comes as major resale platforms are increasingly integrating AI into their operations.

Whatnot's expansion reflects the growing importance of real-time personalisation in e-commerce, making it easier for consumers to find what they need during live shopping events. As we approach this AI-driven future, one can only wonder how quickly our next purchase will be predicted before we even know we want it.