Fanatics, a sports platform company, will begin to use livestream shopping to increase sales of trading cards.  The company plans to offer a shopping experience where users can buy trading cards and other collectibles via curated and personality-driven content and entertainment. The move shows an increasing trend toward this new kind of marketing in the U.S. Estimates calculate that the live-stream e-commerce market in the country will reach $32B this year. However, the market is yet to reach its potential, as only 31% of adults report having heard of live shopping. Fanatics recently raised $700M at a $31B valuation.