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Fortune
Fortune
Jason Del Rey

Inside the rapid rise of Whatnot, the wildly-entertaining, FOMO-inducing, most popular shopping app you’ve never heard of

(Credit: Whatnot)

On a Wednesday night in early June, Rene Nezhoda leaned back in a Secretlab gaming chair, fiddled with a computer keyboard, and stared into a camera while looking very much at home. Clad in his company’s black “Bargain Hunters Breaks” T-shirt, Nezhoda carried what could be viewed as an imposing thick-built frame, until he opened his mouth and revealed a self-deprecating charm coated by a soft German accent that would be familiar to fans of A&E’s reality TV franchise Storage Wars—where he and his wife Casey have appeared as central characters for the past decade. 

With a box cutter in hand, Nezhoda sliced open the plastic film covering the back of an ultrapremium box of baseball trading cards, the contents of which would soon leave some viewers on the other end of his screen ecstatic, and others likely devastated. 

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