There’s nothing like the buzz of The National Sports Collectors Convention—the energy, the passion, the stories behind every card and piece of memorabilia. This year, I’m thrilled to share that Walmart will be right there in the heart of it all, making our very first appearance on the show floor. For collectors, hobbyists, and sellers, this marks a new era for one of the nation’s largest retailers of trading cards, and there’s no better way to celebrate it than at the nation’s single largest sports and memorabilia collectors’ event – The National.
Why The National, and why now?
Collecting is all about the thrill of the hunt, and at Walmart, we’re meeting that demand like never before. Over the past year, we’ve seen trading card sales on our platform soar over 200%, with some categories growing over 10x year over year.1 It’s clear: The collector community is growing, and Walmart Marketplace is where more enthusiasts are turning to find the cards and memorabilia they want.
Today, Walmart Marketplace offers increased access to graded singles, sealed boxes, sports memorabilia, coins, comics, and so much more. Thanks to our ever-expanding community of third-party sellers, enthusiasts can discover the next piece for their personal collection—or even start a new one.
1 Walmart first-party data, February 2024 – June 2025. Comparing FY 2025 vs. FY2026 through Walmart Week 25.
What collectors can expect from Walmart Marketplace
We know collectors expect more than just selection—they want a true community, transparency, and trust. Here’s how we’re delivering:
Grading transparency:
Coming soon, collectors will see grades from companies like PSA, CGS and NGC, amongst others, displayed for select categories on Walmart Marketplace. Collectors can shop with confidence knowing exactly what they’re getting.
A collector-focused shopping experience:
We’re turning up the excitement in our Collector shop, which we launched last year to help customers discover the treasures they love most on Walmart.com. This fall, we’re rolling out new features to make buying collectibles even more fun:
- Brand-new filters – Search and discover collectibles by team, event, card number, autograph, edition, and more! Whether a collector is after that elusive rookie card or a truly unique memorabilia piece, finding that next favorite has never been easier.
- Enhanced Product Pages – We’re now spotlighting essential collector-grade information—from condition, grade, and essential metadata to detailed seller information —right on the product page, giving you complete transparency with every purchase.
- New Badges – Grade and condition badges, now displayed across search, browse, and product pages, will provide at-a-glance credibility for a smoother path to trustworthy purchases.
Walmart.com’s trading card experience is about to be next-level!
Exclusive drops and events:
This July, our third annual Walmart Collector-Con digital event drew in thousands of collectors for exclusive drops and first-to-market releases. And we’re not stopping there—we’ll be out and about at major gatherings this year, meeting enthusiasts and finding new ways to connect with the collector community. Stay tuned for more exciting opportunities to engage both online and in person!
Unlocking value for hobby sellers on Walmart Marketplace
To help specialty sellers succeed and stand out, Walmart Marketplace is unlocking new value with these exciting enhancements:
Streamlined onboarding:
Walmart is rolling out a more efficient and consistent onboarding experience, guiding sellers step-by-step to help them launch and grow their business with confidence.
Collectibles-specific Attributes and Conditions:
Sellers will be able to leverage a range of new attributes and condition options for item descriptions, making it easier to showcase unique products and connect with collectors. From specifying grading companies and exact grades to identifying the specific sport franchise, athlete, or artist, sellers can now provide all the details customers want to see – with setup easier than ever.
Enhanced return settings:
Improved item return settings give sellers more control and flexibility, creating a smoother experience for both sellers and buyers.
Ship fast. Wow fans:
Companies like J & M Collectibles, a fast-growing trading card leader, are leveraging Walmart Fulfillment Services (WFS) for fast, reliable shipping. With WFS, you benefit from seamless logistics, trusted customer service, and the ability to reach millions of Walmart.com shoppers across the country, fast.
Doubling our impact with two new partnerships
We’re teaming up with WeTheHobby – one of the most popular live-streamers in the collectibles space – to launch a recurring live-stream series on Walmart Live this fall during the NFL season. Get ready for a one-stop destination where collectors can access the hottest new releases, take part in thrilling box breaks, and enjoy the best in live hobby entertainment while chatting with fellow collectors and sports fans. We’re also joining forces with Mascot, a dynamic platform gaining momentum on the collectibles scene making it easy for sellers to manage their listings across major channels.
Trust is everything
In this hobby, trust is everything. That’s why we rigorously vet sellers and invest in technology to fight counterfeit items. Whether a collector is chasing a rookie card, a graded gem, or a piece of sports history, they can shop with confidence on Walmart Marketplace.
Visit us at The National
For those heading to The National, come see us at Booth #2124. We’re excited to meet you – along with collectors, breakers, and enthusiasts from across the country. Dig deeper into your passion, explore fan favorite collectibles available at Walmart.com, and take home free giveaways! Plus, learn more about how Walmart Marketplace is helping collectors level up.
Want to learn more or join the Walmart Marketplace community? Visit marketplace.walmart.com/collectibles-experience.
See you at The National!
