This Part-Time Pastor Generated $2M on Whatnot Last Year - Side Hustle Nation

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      Live selling is currently trending, and you don’t need to be an influencer or have prior e-commerce experience to participate. Clinton Benninghoff is a part-time pastor and a passionate golf lover who took over Golf HQ, a physical golf store in Midland, Texas. After years of establishing it as a local fixture and building connections with top golf brands, he joined Whatnot in October 2024, which transformed his business.

      Within just over a year, Clinton's live-selling channel generated $2 million in sales. He became the first seller in the golf category to exceed $100,000 in a single live auction. Remarkably, he managed to accomplish this while still operating the physical store, which on its own generated over $3 million last year. (Consider joining Whatnot today for a $15 discount on your first purchase!)

      Listen to Episode 740 of the Side Hustle Show to discover:

      - How live selling on Whatnot operates and why the platform showcases new sellers to buyers right from the start.

      - Where to find inventory even without a physical store.

      - How to cultivate a loyal community that consistently attends your shows.

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      Understanding How Whatnot Works for Sellers

      Whatnot is a live shopping application that enables sellers to go on camera, showcase their items, and buyers to bid in real-time. It combines auction and entertainment elements and operates at a fast pace. Auctions can last as briefly as 5 to 10 seconds, with buyers placing bids by swiping their screens.

      When Clinton initially downloaded the app, he had no strategy in place. He simply clicked “go live” one afternoon from his office at the golf shop. To his surprise, 65 viewers joined, even though he had no followers, as Whatnot's algorithm exposes shows to buyers already interested in that product category. In that inaugural show, he sold a putter for $300 and continued to go live every subsequent day. As he puts it, the rest is history. (Fun fact: the customer who purchased that first putter later returned it to Clinton as a memento.)

      Auction Style vs. Buy It Now

      There are two primary selling options available on Whatnot:

      - "Sudden death" auction – starting at any price (even $1) with a countdown of 5 to 10 seconds.

      - "Buy it Now" – a set price for buyers who prefer to avoid the drama.

      Clinton has found that short, low-starting auctions yield the best results, creating a sense of urgency and excitement that keeps viewers engaged. However, he can also establish a minimum price for any item to safeguard his profit margins.

      Getting Started Without a Physical Store

      While Clinton began with an established golf shop filled with inventory, that isn't a requirement. For those starting from scratch, he suggests several sourcing strategies for the golf niche (which can apply to other categories as well):

      - Visit local pro shops and inquire about purchasing last year's unsold products.

      - Post on your Instagram or Facebook stories seeking out anyone with clubs they don’t use.

      - Explore online platforms specializing in used golf gear.

      - Attend local garage and estate sales.

      - Collaborate with local retailers to take over their end-of-season clearance items.

      Clinton also highlighted that focusing on a specific niche helps in forming a community around that category, though it's not essential. His shop sells hats from a brand called Waggle, which aren't specific to golf, yet buyers seek them out.

      Shipping and Logistics

      Whatnot automatically generates shipping labels. After a show, the platform provides a printout of buyer names, items, and shipping addresses, making it simple for Clinton’s team to pack and ship. The 48-hour shipping timeframe (excluding weekends) meets buyer expectations in today's market, with buyers covering their own shipping costs based on the weight and size of the items.

      Clinton ships golf clubs and bags through UPS and lighter products like apparel and accessories via USPS. He offers bundle shipping, meaning buyers who win multiple items in a single show pay for shipping only once, encouraging them to purchase more.

      His Super Bowl show, which generated $100,000 in six hours, was a major eye-opener regarding logistics. “We were on cloud nine that night,” Clinton recounted. This experience drove him to employ dedicated shipping staff and use