WETHERSFIELD, CONNECTICUT — Collectibles entrepreneur Scott Wool achieved a 200% increase in eBay sales between January 2025 and January 2026 through expanded live-commerce streaming operations across 40 studios. The Wethersfield, Connecticut-based seller operates streaming facilities in Virginia and Washington, with staff broadcasting continuously throughout the day and week.

Wool's expansion into live commerce began in 2021 when eBay invited his team to participate in an early livestreaming test. In the first livestream test in 2021, Wool's team generated $225,000 in about an hour and a half in sales. The 60-year-old entrepreneur, who has been in the collectibles business for decades, sells Pokémon cards, toys, comics, and sports memorabilia through his eBay store pfootballpete4dhx.

As of 2026, the pfootballpete4dhx store has accumulated more than 100,000 followers and has sold more than 2 million items. Wool hosts a regular Friday night Pokémon livestream at the same time each week, utilizing the interactive format that allows sellers to answer questions and respond to customer feedback in real time.

"Instead of pfootballpete being a listing on eBay, which is what we were, and competing 100% on price, now pfootballpete has personality behind it and trustworthiness because you see our people on camera," Wool said. He noted that livestreaming provides advantages over traditional social media marketing: "Social media is wonderful, but most of it's static. Maybe I can run a 30-second ad, but you're not going to really get to know who I am in a reel or in a social media post."

Wool's company maintains about 20 streaming studios in Virginia and 20 in Washington. With a large staff, Wool's company streams continuously, effectively 24 hours a day, seven days a week. In addition to the streaming operations, his company operates one retail store, Omni Comics, a 7,000-square-foot location in Wethersfield.

Wool got into the collectibles business in 1987 by buying into a local comic-book store owned by a friend and launched his eBay presence in the early 2000s, shortly after the platform launched. The entrepreneur, who nearly went bankrupt in 2013, has been selling Pokémon cards since they were first introduced in the United States about 30 years ago.

"You do not have to have a retail store. You do not need a huge presence. You can have your own personality build the brand for you," Wool said. "You can really just start streaming with an iPhone, and that's all you need."

"At the end of the day, they're watching you. They could watch 10,000 streams of people opening packs, but they can only watch one you," Wool said.