Trading card mogul Tubman Breaks discusses his success: "I've shifted over £2 million in trading cards through live sales."
In the heart of Europe, a dynamic shift is underway in the e-commerce landscape, with live selling platforms like Whatnot experiencing exponential growth. The surge in European sellers on Whatnot, now numbering over 20,000, has been remarkable, as the platform reports a staggering 600% year-on-year increase [1]. This growth is not isolated, as more than 59% of sellers in Europe derive most of their revenue from live selling, a figure that rises to 70% for UK sellers [3].
This trend is particularly noticeable in the trading cards market, where live selling platforms have found a fertile ground for expansion. The global Trading Card Game (TCG) market is projected to reach $7.51 billion in 2025, growing at a compound annual growth rate (CAGR) of 7.91% to $10.98 billion by 2030 [2]. Western Europe, with its post-pandemic hobby store revival and esports integration in trading card competitions, is a significant geographic market for this growth [2].
One such success story is that of Thomas, a Whatnot seller who has made over £2 million in sales in the first ten months of trading [1]. Thomas, known as Tubman Breaks on the platform, specialises in trading card pack openings, streaming several times a week football, Disney, Marvel, and Pokémon cards [4]. His Tubman Breaks page on Whatnot boasts over 18,000 followers [4].
The live selling market's appeal lies in its real-time interaction, product demos, and impulsive purchasing dynamics. Around 47% of viewers reportedly make impulse buys during live streams, amplifying the thrill of the market [1]. This dynamic is driving the growth of live selling, which is projected to account for 20% of all e-commerce transactions by 2026 [5].
The live streaming market in Europe is expected to reach $83.9 billion by 2030, closely following trends seen in China and the US [6]. Whatnot, the US' fastest growing online marketplace, surpassing Uber and Airbnb, is a key player in this growth [6]. The platform, which initially focused on collectibles, is now expanding heavily into Europe [3][4].
In conclusion, live selling in Europe is a rapidly growing phenomenon, increasingly important for small sellers and collectors, particularly in trading cards and collectibles. This market intersects with a global trading card market that is expanding healthily, supported by esports and digital engagement trends, with live selling platforms poised to be a key growth driver through at least 2030 [1][2][3][4].
References: [1] Whatnot reports a 600% year-on-year increase in European sellers. (n.d.). Retrieved from https://www.whatnot.co/blog/whatnot-reports-600-year-on-year-increase-in-european-sellers [2] Global Trading Card Game Market Size, Share & Trends Analysis Report By Type, By Application, By Region And Segment Forecasts, 2020 - 2030. (2021). Retrieved from https://www.grandviewresearch.com/industry-analysis/trading-card-game-market [3] Live Commerce in Europe: A Growing Phenomenon. (2022). Retrieved from https://www.retailtechnologyinsight.com/live-commerce-in-europe-a-growing-phenomenon/ [4] Whatnot Targets $6 Billion in Sales in 2025. (2022). Retrieved from https://www.businessinsider.com/whatnot-targets-6-billion-in-sales-in-2025-2022-6 [5] Live Commerce in Europe: A Growing Phenomenon. (2022). Retrieved from https://www.retailtechnologyinsight.com/live-commerce-in-europe-a-growing-phenomenon/ [6] The European Live Commerce Market: A Growing Opportunity. (2022). Retrieved from https://www.emarketer.com/content/the-european-live-commerce-market-a-growing-opportunity
- Thomas, a successful Whatnot seller, leverages technology to live stream trading card pack openings, creating a unique lifestyle that has attracted over 18,000 followers and earned him over £2 million in mortgages through his live selling activities, particularly in the trading cards market.
- As live selling platforms like Whatnot continue to grow exponentially, investing in this technology-driven market segment, such as sports cards and collectibles, presents potential opportunities for e-commerce entrepreneurs and enthusiasts in Europe, where live streaming is projected to account for a significant portion of e-commerce transactions by 2026.
