How Pokémon Cards and Livestreaming Built a Collectibles Empire
Scott Wool's collectibles business has seen explosive growth, driven by the booming Pokémon card market and a shift to e-commerce. Between January 2025 and January 2026, his eBay sales jumped by 200%, transforming his operation from a small physical store into a major online enterprise. Wool credits much of this success to the rise of livestreaming and the changing face of trading card fans. Wool first entered the collectibles trade in 1987 by walking into a local comic shop and asking for a job. Over the decades, he built a reputation selling Pokémon cards, toys, comics, and sports memorabilia. While he still owns a brick-and-mortar store in Connecticut, the focus has shifted heavily online.
The Pokémon market itself has changed dramatically since the 1990s. What once involved children trading cards in schoolyards has grown into a global industry. Today's audience includes adult collectors, competitive players, and investors, many driven by nostalgia and the franchise's expansion into games, anime, and apps like *Pokémon GO*. The market value of rare cards has surged by 3800% since 2004, with some fetching over $100,000. Wool's team was among the first to test eBay's livestreaming feature in 2021. Their debut broadcast brought in $225,000 in just 90 minutes. He now emphasises that livestreaming works best when sellers build a community, engage honestly with viewers, and respond to questions in real time. For him, authenticity and understanding the audience are more important than just pushing sales. Livestreaming also allows for instant feedback and trust-building. Customers can ask about product conditions, rarity, or pricing while watching, creating a more personal shopping experience. This approach has helped Wool's business thrive in an increasingly digital marketplace.
Wool's success reflects broader trends in collectibles, where digital engagement and a global fanbase now drive demand. His early adoption of livestreaming and focus on community have set his business apart. With Pokémon's popularity still climbing, the shift from physical stores to online sales looks set to continue.
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