Cherry Collectibles: Building More Than a Trading Card Store
Grayson White, founder of Cherry Collectibles, has built Australia’s leading trading card business by doing something most ecommerce brands overlook: he turned shopping into entertainment and community into a growth engine.
What started as a side hustle to make an extra $100 a week quickly evolved into a category-defining business, spanning ecommerce, live shopping, and physical retail. But the journey wasn’t linear. It included shutting the business down, nearly walking away, and betting everything to go all in.
This episode dives deep into how Cherry scaled, why trading cards are booming again, and what ecommerce operators can learn from one of the most engaged communities in the country.
And if you’re keen to experience it for yourself, Cherry is offering 10% off with code ‘ADDTOCART10’ for the first 100 users. A pretty good excuse to start your collection.
Today, we’re discussing…
- How Cherry Collectibles started from a $0 opportunity
- Why supply and demand drives everything in collectibles
- The rise of live shopping and “breaks” as entertainment commerce
- Building trust in an emerging category
- Why physical retail is back (and stronger than expected)
- How to create a community that actually converts
- The future of live commerce and content-led selling
Chapters
0:00 – Introduction
7:47 – Transitioning to Full-Time Trading Card Business
12:11 – Building Trust and Community in Card Collecting
18:00 – Growing the Trading Card Market
21:57 – The Future of Trading Cards and Events
27:28 – Understanding Live Shopping and Breaks
31:16 – Live Shopping As Events And Content
37:00 – Serving Different Collector Communities
40:45 – What To Collect And How Cards Appreciate
44:00 – Bushy’s Takeaways
