Baseball cards have long been a beloved part of American culture, and one company is revolutionizing the way they are bought and sold. Whatnot, the largest live-stream shopping network in North America and Europe, has tapped into the booming market of baseball cards, with one sale per second and over $2 billion in live sales from January to September alone. Armand Wilson, Vice President of Categories & Expansion at Whatnot, shares his insights on the company's success and the future of baseball card collecting.

Unlock the Potential of Baseball Cards with Whatnot

Whatnot's Journey from Funko Pops to Baseball Cards

Armand Wilson joined Whatnot in 2019 when it was primarily selling Funko Pops. However, the company quickly recognized the potential of baseball cards and expanded its offerings. Today, baseball is one of Whatnot's biggest standalone categories, with over 500 sellers earning more than $1 million and some even quitting their jobs to focus on the platform full-time. Wilson himself is a collector, with a particular interest in sneakers like those worn by basketball star Michael Jordan.Whatnot's success with baseball cards can be attributed to its ability to bring people together in a scalable and unique way. The company has replicated The National floor on its platform, allowing thousands of sellers to go live and bring in cool inventory. This has created a vibrant community of collectors and sellers who are passionate about the hobby.

Participating in The National: Showcasing the Power of the App

Whatnot has participated in The National, an enormous midsummer collectibles show, four times, including 2024. By getting a bunch of its sellers together, the company was able to showcase the power of its app and give buyers a chance to see sellers live for the first time. This has helped to build trust and credibility among buyers, who can now interact with sellers in a real-time setting.Whatnot gets an 8 per cent commission on every sale, but sellers on the site sell twice as much as they do anywhere else. This is a testament to the company's focus on providing a great experience for both buyers and sellers. Wilson explains, "We try to provide a really great experience for buyers and sellers. We don't think about competitors. We focus on our users."

Dealer Success Stories: From Cards HQ to Dakota Peters

Geoff Wilson of Cards HQ in suburban Atlanta has done $2.5 million in sales since opening his 14,000-square-foot operation near Truist Park. The business features a large showroom and five studios for live selling on Whatnot. In Boca Raton, Dakota Peters, a 25-year-old entrepreneur who gave up a career in commercial real estate, has also had considerable success on the Whatnot platform. She has 30 employees and five active channels, with her top 400 shows generating $10,000 each and averaging five hours per stream. Customers have viewed her shows more than 10 million times since 2021, when she transformed her hobby into a full-time gig on Whatnot.The integrity of the products offered on the Whatnot website is a major selling point. Wilson explains, "Whatnot as a platform doesn't authenticate the products sold by our sellers. Whatnot sellers build and maintain trust in order to stay and grow. We have a support team that goes right to the customer if there are any issues."

Online Card-Breaking: A Fun and Exciting Experience

Card-breaking has grown in popularity over the last two years and is a major feature of the Whatnot experience. People buy a box of cards with friends, divvy them up, and everyone gets a different pack. The breaker opens up a pack of cards and members of the group get individual cards. It's super exciting to watch, especially when a big card like (National League Rookie of the Year) Paul Skenes is revealed.If you open the Whatnot app, there are hundreds of shows going on at any time, just like Cable-TV. Sellers have auctions that last only a minute, adding to the quickness and excitement of the platform. Wilson says, "We try bringing engagement to Whatnot. You can talk to the seller. The seller can call you by name. He knows what team you like and builds loyalty that way so you come back to the site."Whatnot followers cover a broad age spectrum, from 20-year-olds just starting their collecting journey to much older people. Even Armand Wilson's 79-year-old dad is involved in the hobby. Baseball card collectors not only lust for cards of established stars but also for future heroes, as people want to know who's going to be the next big player.In conclusion, Whatnot has become a major force in the world of baseball card collecting, with its unique live-stream shopping model and focus on providing a great experience for buyers and sellers. As the market continues to grow, Whatnot is well-positioned to lead the way.