The Washington Post | Getty ImagesFanatics is moving into livestreamed shopping around collectibles and trading cards, hiring a former Snap and Alphabet executive to launch its new business later this year.
Fanatics Live, which will have a standalone app and a coinciding website, plans to launch in the second half of 2023.
Only 31% of U.S. adults have even heard of live shopping, with just 22% saying they've participated in a live shopping event, according to a December poll by Morning Consult.
Ebay, which said it saw trading card sales increase 142% in 2020, acquired trading card marketplace TCGPlayer for $295 million in August.
While Fanatics Live could move into other forms of entertainment and collectibles over time, it will solely focus on trading cards initially.