Lessons in Scarcity and Live Commerce from Australia's Biggest Trading Card Store | #617

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.

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

Cherry is offering 10% off with code ‘ADDTOCART10’ for the first 100 users.

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