Live Video Apps: A Threat or Opportunity for Your Auction Business?

As a former auctioneer who’s been in this business for a couple of decades, I’ve seen a lot of changes. But as a technology enthusiast, I can tell you that the wave of live video auction apps we’re seeing today is one of the most significant shifts yet. Platforms like Whatnot, Drip, and Palmstreet are capturing the attention of a whole new generation of buyers and sellers, and it’s something we all need to pay attention to.

It’s easy to look at these apps as the competition - and in some ways, they are. But I think it's more productive to see them as a masterclass in what the modern consumer wants. I’ve been digging into some research on these platforms, and I find that breaking it down with a classic SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is the clearest way to see what we’re up against and, more importantly, how we can adapt and thrive.

For a deep dive analysis, check out the original LinkedIn article here.

What the Apps Do Right: Their Strengths

Let's be honest, these apps are compelling. They’ve tapped into something powerful by making the auction experience feel like entertainment.

• Gamification and Engagement: They use features like "sudden death" bidding and countdown timers to create urgency and a fear of missing out. This turns shopping into an interactive, and sometimes addictive, experience that keeps users hooked.
• Convenience and Global Reach: Anyone with a smartphone can join a sale from anywhere, which massively expands the potential bidder pool beyond a local event. Sellers in small towns can now find niche buyers all over the world.
• Community Building: Unlike the often transactional nature of our auctions, these apps build loyal communities. Users follow favorite sellers, chat with other bidders, and feel like they’re part of a club. This social aspect drives incredible retention.
• Streamlined Everything: From integrated one-click payments to auto-generated shipping labels, the entire process is incredibly efficient. They’ve raised the bar on what buyers and sellers expect from a transaction.

Where They Fall Short: Their Weaknesses

For all their strengths, these platforms have some significant gaps - gaps where our professional expertise shines.

• Trust and Authenticity: On an open, peer-to-peer platform, quality control can be a major issue. Anyone can claim to be a seller, and buyers have to take their word on an item's condition or authenticity. This is a huge problem for high-value goods, where a professional's vetting and reputation are paramount.
• Not Built for Premium Assets: You’re not going to sell a million-dollar piece of real estate or a classic Ferrari on a fast-paced mobile app. These platforms are not designed to handle the due diligence, legal contracts, and qualified buyers that high-value assets require.
• Price Maximization vs. Speed: The "flash sale" model, with its hyper-fast pace and $1 starts, can be a double-edged sword. While it moves inventory quickly, it can often leave money on the table if the right bidders miss the short window, resulting in lower margins. Most apps lack extended bidding, which is a key tool we use to ensure true market value is reached.
• Burnout and Showmanship: Success on these apps often depends more on the seller's on-camera personality than the items themselves. This isn't a scalable model, and the entertainment-first approach can alienate serious collectors who prefer a more professional tone.

Adapting and Thriving: Our Opportunities

This is where it gets exciting. Understanding the app model’s weaknesses allows us to see clear opportunities to innovate and reinforce our value.

• Integrate Live Engagement: We can borrow their playbook. Live-stream your own auctions to remote bidders. Host pre-auction video showcases of key items on social media to build excitement. Adding live chat and more visual elements can make our events more engaging without sacrificing professionalism.
• Emphasize Trust and Expertise: This is our superpower. Double down on your credibility. Highlight your certifications, experience, and the guarantees you offer. Position yourself as the high-trust alternative where consignors and buyers get peace of mind.
• Focus on Your Niche: Let the apps handle the high volume of Pokémon cards and thrift-store clothes. We have the opportunity to focus on high-value and specialty segments like fine art, estates, heavy equipment, and real estate, where our expertise is indispensable.
• Educate Your Clients: There's a huge opportunity to act as a consultant. Create content that explains the difference between selling on an app versus through a professional auctioneer. By being a trusted advisor, you build relationships that last longer than any tech trend.

If you haven’t already, I strongly encourage you to download one of these apps like Whatnot or Drip. You don’t have to buy anything. Just spend an evening watching a few sales. See what the hosts are doing, feel the energy in the chat, and think about what elements (big or small) you could adapt for your own business.

The Headwinds We Face: The Threats

We can’t ignore the real challenges these platforms present. Being aware of them is the first step toward building a defense.

• Losing Market Share: We are already seeing categories like coins, collectibles, and estate jewelry being siphoned off to these apps. There's a real risk that a new generation of collectors will grow up on these platforms, never even considering a traditional auction.
• Pressure on Commissions: The apps' low fee structures (often 5-10% for sellers and 0% for buyers) are a direct threat to our revenue model. Sellers are starting to ask why they should pay a 20% commission, forcing us to better justify our value.
• The New User Experience Standard: Bidders are now being conditioned to expect a slick, seamless experience with one-click payments and real-time updates. A clunky website or a complicated registration process is no longer acceptable and will drive potential bidders away.
• The Risk of Disintermediation: These platforms empower sellers to DIY their auctions, potentially making our role as the middleman seem less necessary.

The Path Forward: A Hybrid Future

The rise of live video auction apps isn't the end of our industry. It's a call to evolve. The future is a hybrid model that blends our timeless strengths (expertise, trust, and service) with the engaging technology and convenience that today’s customers demand.

By learning from these innovators, focusing on what we do best, and not being afraid to adapt, we can ensure that professional auctioneers remain the most trusted and effective way to sell valuable assets for generations to come.