StockX Joins Live Shopping Race With Focus On Sneakers, Trading Cards & Collectibles
StockX is jumping on the livestream shopping bandwagon with a focus on building communities of buyers and sellers in sneakers, apparel, trading cards, and collectibles.
With a launch timeframe of "Summer 2026", applications are currently open for sellers and buyers are being told to "stay tuned" for an exciting real-time livestreaming auction experience with all purchases covered by the StockX Buyer Promise - no exceptions.
In a post on X, StockX co-founder and CEO Greg Schwartz said the move was a bid to build on community engagement in key categories.
When we think about the evolution of StockX, we always start with the customer. Our community is plugged in — they seek connection, discovery, and shared passion through entertainment and social experiences. Live shopping is the natural embodiment of that because it’s commerce built around community, not just transactions.
For the upcoming launch, we’re focused on building communities of buyers and sellers, initially in categories like sneakers, apparel, trading cards, and collectibles.
That's a familiar pitch as rivals like Poshmark, Whatnot and TikTok have staked out early live shopping wins in those categories - and late-moving eBay still trying to catch up.
eBay Live launched in the US in 2022 and has recently expanded to the UK, Germany, Australia, and Canada. But early technical troubles and restrictive seller onboarding policies have put the 30-year-old ecommerce incumbent far behind scrappier upstart competitors.
Liz Morton
As StockX looks to enter the live shopping trend, the eBay comparison is hard to ignore, particularly given the history between the two companies.
Former StockX CEO Scott Cutler came to the company by way of eBay, joining the marketplace in 2015 as President of StubHub before being promoted to VP, eBay Americas in 2017.
He left eBay in February 2019 and took the CEO job at StockX a few months later, at a time when StockX was rapidly gaining ground in sneakers - one of eBay’s most important enthusiast categories.
StockX framed the move as a major executive “poach,” but public comments at the time painted a more complicated picture.
Co-founder Josh Luber told Detroit Business at the time that he and Cutler had met just two days after StockX launched in 2016 and that Cutler had quickly become both a friend and “trusted advisor.”
That raised obvious questions about how much engagement Cutler had with an up-and-coming competitor while still serving as a senior eBay executive under then CEO Devin Wenig.
As savvy scrutineer unsuckEBAY put it at the time, StockX’s “poach” framing was more than a little misleading: Cutler was hired after leaving eBay, though questions remained about the nature of his prior relationship with StockX while he was still a senior eBay executive.
Whether eBay fully understood the competitive risk at the time or simply underestimated it, the strategic miss was significant.
StockX went on to take meaningful share in sneakers, while eBay has spent years trying to rebuild credibility in the category through its acquisition of Sneaker Con and continued investments in authentication and loyalty programs.
Liz Morton
Cutler stepped down from StockX in 2025, with Schwartz taking the helm at that time.
"StockX Live is a natural extension of our platform — we're meeting our customers where they are, in a format built for how they discover and buy the products they love," Schwartz said in a company press release.
"We've spent years building a scaled, trusted, and transparent marketplace and now we're bringing all of that into a live experience. I couldn't be more excited to get this product in front of our community later this summer."
VP StockX Live, Ryan Larson, added:
"StockX Live will give our sellers something they've never had before: a direct line to millions of buyers who are already here, already engaged, and already trust our platform."
"Having spent years in live shopping and watching it reshape how people buy and sell, I know what's possible when you're able to give the right tools to a passionate community. StockX Live does exactly that and the opportunity ahead is significant."
Interestingly, it appears Larson may have previously been Director, Categories & Expansion (GTM Lead) at Whatnot, meaning StockX is not just chasing a trend, it has brought in talent with direct experience from one of the companies that helped define it.
StockX may be late to live shopping, but it's entering with a focused audience already built around sneakers, streetwear, trading cards, and collectibles - exactly the kind of enthusiast categories where live commerce has shown early promise.
If StockX can open access broadly enough for sellers, deliver a smooth real-time buying experience, and maintain trust as transactions move faster, StockX Live could become one of the more interesting marketplace launches to watch this year.
