TCG Empire, a burgeoning seller of trading cards, has rapidly ascended from its humble origins of merging personal collections and selling at local card shows to becoming a leading vendor on the expansive Temu online marketplace. The company, specializing in popular trading card games (TCGs) such as Pokémon, Magic: The Gathering, Yu-Gi-Oh!, and One Piece, has found its most significant traction with Pokémon cards, which founder Joshua Howell describes as the core of their business, with other TCGs serving as supplementary offerings.
The genesis of TCG Empire can be traced back to January 2024, a venture spearheaded by Howell, who brought with him over 13 years of experience in the trading card industry, including prior work for another card company and extensive personal experience in flipping cards. The company’s swift evolution saw the establishment of both a physical retail store and an e-commerce website within a remarkably short period, by March 2024. This rapid expansion was fueled by a strategic approach to market penetration and distribution.
"At first, it was pretty slow, and then once we got a grasp of things, opened our own storefront and then got distribution for TCG products and then Temu," Howell recounted to Digital Commerce 360. "Temu definitely helped us accelerate what we’re doing." This statement underscores the pivotal role the burgeoning e-commerce platform played in the company’s exponential growth trajectory.
TCG Empire’s operational model for its own e-commerce website is primarily geared towards bulk sourcing. The company actively engages with consumers through a dedicated form, inviting them to submit their bulk trading cards for purchase. This strategy not only diversifies their inventory acquisition but also taps into a significant segment of the TCG market where collectors look to offload large quantities of cards.
Howell elaborated on their multi-platform sales strategy, noting, "We really didn’t focus much on our website because a lot of the sales are generated from other platforms because so many people use them. It’s easier to get your name out there if you’re on, say, a website called TCG Player, which is all driven by trading cards. And then also eBay and then Amazon and also Walmart." This pragmatic approach highlights an understanding of the vast reach and established user bases of major online marketplaces as crucial avenues for brand visibility and sales generation.
Temu Propels TCG Empire to Top Seller Status
The strategic decision to venture onto the Temu platform proved to be a transformative moment for TCG Empire. The company commenced its operations on Temu in September 2025, and within a mere month, the platform had ascended to become TCG Empire’s largest sales channel. The impact was swift and substantial: within six months of its Temu debut, TCG Empire had successfully sold over 74,000 bundles of trading cards. This remarkable performance led to TCG Empire being recognized as one of Temu’s top-selling local warehouse stores within the highly competitive Games & Accessories category.
Currently, Temu accounts for an impressive majority of TCG Empire’s sales, constituting over 60% of the company’s overall revenue, according to Howell. This overwhelming reliance on a single platform, while indicative of its success, also presents a strategic consideration for future diversification.
The surge in demand driven by Temu necessitated a significant expansion of TCG Empire’s logistical capabilities. In response, the company established a new 4,000-square-foot warehouse. This enlarged facility now handles an average of approximately 1,000 shipments daily, a stark contrast to the pre-Temu era when the company was fulfilling an average of 300 to 400 orders per day. The decision to open this larger warehouse in January 2026 was a direct consequence of the overwhelming order volume, particularly during the crucial fourth quarter of 2025, which Howell described as "too crazy to do anything but fulfill orders for Temu."
What began as an exploratory venture, with the initial intent to merely offload surplus product, quickly evolved into a primary driver of business. "It was supposed to be more of like a, ‘oh, we can sell on here if we have extra product’ kind of thing, but it actually was a lot more than that," Howell admitted, reflecting on the unexpected scale of opportunity Temu presented.
Temu’s rapid ascent in the e-commerce landscape is further validated by its ranking within Digital Commerce 360’s Global Online Marketplaces Database. The platform holds the 14th position among the 100 largest global online marketplaces, as measured by third-party gross merchandise value (GMV). This database provides a comprehensive overview of the leading marketplaces, offering insights into their GMV, company profiles, average order values (AOVs), conversion rates, seller counts, and SKU volumes, with web sales ranging from $27 million to over $803 billion.
Optimizing Fulfillment and Navigating Marketplace Fees
A critical aspect of TCG Empire’s success on Temu lies in its efficient fulfillment strategy. Howell has observed that managing fulfillment through Temu is considerably more streamlined and cost-effective compared to other major platforms like Walmart and Amazon. "Temu is very cut and dry as far as fulfilling orders, and it’s pretty easy to create listings on there, too," he stated.
The fulfillment margins offered by Amazon and Walmart, according to Howell, are less favorable than self-fulfillment due to "high fees." This suggests that while these platforms offer broad reach, their associated costs can erode profitability for sellers. Temu, in contrast, appears to offer a more attractive fee structure and operational simplicity.
Furthermore, Temu reportedly assists sellers in determining optimal pricing for shipping carriers, and currently provides what TCG Empire considers the best fulfillment rates. The proximity of the U.S. Postal Service facility to TCG Empire’s warehouse, located approximately two miles away, facilitates daily drop-offs and pickups, further enhancing logistical efficiency. Howell contrasted this with the cost of shipping identical products on Walmart, where orders can sometimes incur double the shipping expenses. This logistical advantage translates directly into cost savings and potentially higher profit margins for TCG Empire.
Strategic Product Bundling Drives Online Sales Growth
TCG Empire’s online sales growth, across both its proprietary website and various marketplaces, has been significantly bolstered by its innovative approach to product bundling, particularly with Pokémon cards. The company procures trading cards in bulk, encompassing both loose cards and sealed packs and boxes.
A key differentiator in their product strategy is the inclusion of "hits" in every bundle. A "hit" refers to a particularly rare or desirable card within a pack or box, making it a primary target for many collectors. Howell explained that while a sealed booster pack or box offers the chance of pulling a hit, the probability can be low. For instance, in a recent Pokémon set, a booster box containing 36 packs might offer a maximum of 16 hits, creating a sense of uncertainty for consumers.
"Most of the people are looking for the hits out of the pack," Howell emphasized. He provided an example: "Say you buy a booster box. The most hits you can get of the newest set is — I want to say — 16. But there’s 36 packs in each box." TCG Empire’s strategy is to mitigate this uncertainty by curating bundles that guarantee a certain number of these sought-after cards. At present, they offer up to three guaranteed hits within a single booster pack bundle.
This customer-centric approach is rooted in Howell’s own nostalgic connection to the hobby. "I grew up in the ’90s and opened up Pokémon packs," he recalled. "Back in the day, there were only 12 hits in a box with 36 packs, which is even worse than now. And not pulling something cool, it’s kind of disheartening. But at least [with these bundles], you’re guaranteed something." This strategy directly addresses a common point of frustration for collectors, offering a more consistent and satisfying purchasing experience, which in turn drives repeat business and positive word-of-mouth.
The success of TCG Empire exemplifies how strategic adaptation to e-commerce platforms, coupled with an understanding of consumer desires and innovative product curation, can lead to rapid and substantial business growth. The company’s journey from a niche hobbyist endeavor to a significant player in the online trading card market, particularly its remarkable performance on Temu, serves as a compelling case study in modern retail dynamics.
The Broader Impact of Marketplace Dynamics on Niche Retailers
TCG Empire’s trajectory highlights a broader trend: the increasing reliance of niche retailers on large online marketplaces for customer acquisition and sales. While platforms like Temu, eBay, Amazon, and Walmart offer unparalleled reach, they also introduce complexities in terms of competition, fee structures, and the need for robust fulfillment capabilities.
Temu’s rapid growth, as evidenced by its ranking in Digital Commerce 360’s database, signifies a shift in the e-commerce landscape. Its ability to attract sellers like TCG Empire, and subsequently drive significant sales volume, suggests an effective business model that balances consumer appeal with seller opportunities. For niche businesses, identifying and optimizing their presence on such platforms can be a critical factor in scaling operations and achieving profitability.
The analysis of fulfillment costs further underscores the strategic importance of platform selection. While Amazon and Walmart are established giants, their fee structures can present challenges for smaller or medium-sized businesses. Temu’s apparent advantages in this area, combined with its ease of use for listing and order fulfillment, have evidently provided TCG Empire with a competitive edge.
The company’s innovative approach to product bundling also demonstrates that success in online retail isn’t solely about platform presence but also about understanding and catering to specific customer demands. By guaranteeing "hits" in their Pokémon card bundles, TCG Empire is not just selling products; they are selling an experience and a solution to a common collector’s dilemma. This customer-centric product development is a vital component for sustained growth and brand loyalty in a crowded online marketplace.
As TCG Empire continues to navigate the dynamic world of e-commerce, its story serves as an inspiration and a valuable lesson for other niche retailers seeking to expand their online footprint. The company’s ability to adapt, innovate, and strategically leverage the power of online marketplaces has propelled it to remarkable success, positioning it as a significant player in the trading card industry.
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