You know, for the longest time, when anyone mentioned online sports collectibles, trading cards, or that weird corner of the internet where nostalgia meets investment, only one name popped up: eBay. It was the king of cardboard, the marketplace where collectors went to snag that rare rookie card or flip a stash of Pokémon holographics from the attic. But here’s the twist—there’s a new player in town, and it’s a big one. Walmart, yes that Walmart, the retail behemoth we all know for rollbacks and supercenters, has quietly been positioning itself to take on eBay in the very space eBay thought was untouchable. And folks, the numbers are starting to show that Walmart isn’t just dabbling—it’s moving the needle in a big way.
Let’s start with the headline that got my attention: trading card sales on Walmart Marketplace have exploded, up over 200% year-over-year. That’s not just growth; that’s a tidal wave. Sports cards alone jumped more than 60%. That’s the kind of surge you can’t ignore, the kind that tells you something strategic is happening behind the scenes. And make no mistake, Walmart has been laying the groundwork for this for months—maybe years—assembling a team, building tools, and quietly taking notes from eBay’s playbook, only to come back swinging with something fresher, faster, and more collector-friendly.
Think about it. Walmart isn’t just selling packs of cards in aisles anymore; it’s building an ecosystem for collectors. And they’ve been ruthless—smart, but ruthless—about how they’re doing it. One of the first moves? Talent. They went straight for eBay’s bench and poached some of its star players. Michael Mosser, who ran Lifestyle, Media & Toys at eBay, is now driving Walmart’s collectibles strategy. Along with him came Bob Means, Mayank Hajela, Kohl Perkins, Kristina Stewart, Antonio Cox, Jason Cobb—these aren’t random hires; these are people who built eBay’s collectibles business. It’s like assembling the Avengers, but for trading cards.
With this new team, Walmart started building what collectors really want. You see, the collectibles world isn’t just about buying and selling; it’s about trust, details, and community. Walmart rolled out the “Collector Shop” on its Marketplace, and it’s not just a slapped-on category page. This thing is loaded with attributes: filters for team, event, autograph, edition—you name it. They’re giving collectors the tools to search and sort exactly how they think, and that’s huge. They’re also adding grading transparency and condition badges, with partner labels like PSA, CGS, and NGC. If you’ve ever bought a card online, you know how important that little slab of plastic and grade number is. Walmart is leaning into that, and collectors notice.
But infrastructure is only half the battle. You need to make the experience exciting, sticky, something that pulls people back. So Walmart went beyond the static listings and embraced livestreaming, exclusive drops, and event-based hype. They launched Collector-Con, a Walmart-exclusive event with timed releases, and they’ve partnered with WeTheHobby for live streams during NFL season. Live streams, by the way, are the new arena for collectibles sales—they blend entertainment with commerce, and Walmart isn’t missing a beat. And as if to plant its flag even deeper, Walmart made its first appearance at The National Sports Collectors Convention this year. That’s like showing up at the Super Bowl for trading cards—serious street cred in the hobby world.
On the seller side, Walmart has been just as aggressive. They’re making it easy for small sellers, hobby shops, and resellers to come onboard with collectibles-specific attributes and flexible returns. They’ve tied the whole thing into Walmart Fulfillment Services, so sellers can offer Prime-like delivery speeds without the headaches. And then there’s “Resold at Walmart,” their pre-owned platform, which now includes collectibles alongside electronics, fashion, and sports memorabilia. To sweeten the deal, they even offered 0% commission incentives in certain categories. That’s right—sell with us, keep all the money. If you’re a seller looking at eBay fees versus Walmart incentives, you’re doing the math.
Now, let’s not forget the incumbent: eBay. It’s still the giant in this space, and it’s not just sitting there doing nothing. They’ve got TCGplayer, they’ve got partnerships with COMC, they’ve invested heavily in authentication and the eBay Vault for high-value cards. They’ve hosted Collector’s Camps to keep their community engaged. They’re still strong. But here’s the problem: they’re losing people. When your top category managers and strategists jump ship to a competitor, it’s not just a brain drain; it’s a signal. It means those insiders see the writing on the wall, and they’re betting on the other side.
Comparing the two right now, Walmart is the scrappy challenger with a retail war chest, while eBay is the legacy player with a strong foundation but maybe a slower hand at innovation. Walmart is catching up fast with improved filters, better grading transparency, and live events. eBay still has the collector trust built over decades, but that trust only holds if they keep delivering. And collectors, by the way, are notoriously loyal—until they’re not. If Walmart continues to build credibility, offers fast shipping, and delivers an experience that feels more modern, some of that loyalty could start to crack.
What’s fueling this momentum right now? Several trends all converging at once. Trading cards have been booming since the pandemic brought a wave of nostalgia and speculative investing into the hobby. Millennials and Gen Z are now driving the market, turning what used to be a kid’s pastime into a serious asset class. Meanwhile, resale and pre-owned markets are hotter than ever, as consumers embrace sustainable shopping and side hustles. Add Walmart’s e-commerce strength—over 500 million items online, Walmart+ memberships, a fulfillment network that rivals Amazon—and you’ve got the perfect storm for disrupting this niche.
For investors, this is where it gets interesting. Walmart’s foray into collectibles isn’t just about chasing hobbyists; it’s about diversifying revenue into a category with high margins and passionate buyers. This isn’t selling socks; this is selling $1,000 graded cards to enthusiasts who will pay for authenticity and speed. Every percentage of market share Walmart steals from eBay is a win, and with trading card sales already up triple digits, the upside is real.
Of course, it’s not all smooth sailing. There are challenges ahead. Authenticity is a huge one—counterfeits can sink trust fast, and Walmart will need airtight verification processes as it scales. Building a true collector community takes time; it’s not enough to have the listings—you need the vibe, the culture, the reputation. And let’s not forget, eBay isn’t going to sit back. They could easily double down on exclusives, boost seller incentives, or innovate their platform further. Competition is about to get fierce.
But looking ahead, Walmart’s rise in sports collectibles is undeniable. It’s taking this seriously, from leadership hires to platform upgrades to event marketing. That’s why their growth numbers are skyrocketing. It’s why they’re showing up at The National, why they’re live streaming drops, why they’re offering seller incentives. They’re not just testing the waters—they’re swimming full speed ahead.
So here’s the big takeaway: Walmart is no longer just the place where you buy groceries and socks; it’s becoming a real player in categories you’d never expect. And as it takes on eBay in sports collectibles, it’s proving it can innovate, disrupt, and win—even in markets dominated by long-time incumbents. For collectors, sellers, and investors alike, this is a story worth watching. Because the next time someone asks where to sell or buy their prized card, the answer might not automatically be eBay anymore. It might just be Walmart. And that, my friends, changes everything.