Total Cards
Total Cards is a UK-based, privately held omnichannel e-commerce retailer selling trading card games, LEGO, miniatures and hobby collectibles to individual collectors and hobbyists via its Shopify storefront, live-stream channels, and a physical Gaming Centre.
- Company typePrivate
- Founded2016
- HeadquartersNewton Aycliffe, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Total Cards does
Total Cards is a privately held UK e-commerce retailer operating since 2012 (incorporated 2016) that sells trading card games, LEGO, board games, miniatures, video games and hobby merchandise. Its core platform is a Shopify-based direct-to-consumer storefront at totalcards.net, offering a deep catalogue across 20+ TCG brands — including Pokemon, Magic: The Gathering, Yu-Gi-Oh!, Disney Lorcana, One Piece, Dragon Ball Super, Riftbound (League of Legends), Digimon, Weiss Schwarz, Gundam TCG, Star Wars Unlimited, and Flesh & Blood — alongside adjacent categories such as Warhammer miniatures, tabletop games, video games, Funko Pop collectibles, manga and comics. Pricing is unit-based, ranging from sub-£1 singles to over £80 sealed boxes, with free delivery over £20 and a Price Match Promise.
The business operates an omnichannel go-to-market: live-stream commerce on Whatnot, TikTok Live and eBay Live hosted by named team personalities; a physical Gaming Centre sub-brand for in-store and click-and-collect purchases; and a nascent B2B wholesale arm including a "We Buy Any Cards" bulk-collection purchasing service. Marketing relies on social media, an active Discord community, an editorial blog and magazine, an email newsletter, an affiliate programme and a tiered loyalty programme (Loyalty Quest, Points, ELITE). Revenue is generated primarily through one-time retail sales; no subscription, licensing or marketplace-commission revenue streams are disclosed. No external funding rounds, parent company, or institutional investors are identified in the source data, and revenue, headcount and ownership figures are not publicly disclosed.
Total Cards firmographics
Firmographics- Name
- Total Cards
- Legal name
- Total Cards
- Website
- https://totalcards.net
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Total Cards is a UK-based, privately held omnichannel e-commerce retailer selling trading card games, LEGO, miniatures and hobby collectibles to individual collectors and hobbyists via its Shopify storefront, live-stream channels, and a physical Gaming Centre.
- Ownership category
- akta.pro rank
Total Cards industry classification
Industry- Product category
- Hobby Collectibles and Trading Card Game Retail
- NAICS
- Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Collectible Card Games (CCG/TCG) Retail (CRALAGAC)
- akta.pro secondary industries
- Non-Sports Trading Cards Retail (TCG/Entertainment) (CRALAGAB), Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Collectible Card Games (CCGs/LCGs) Retail (CRALALAG)
Keywords
Where Total Cards is headquartered
LocationHeadquarters
- HQ city
- Newton Aycliffe
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Total Cards business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- E-commerce Retail: Direct-to-consumer online retail of trading card games, board games, LEGO, miniatures, video games, and hobby accessories. Revenue generated through product sales with pricing varying by item. Offers both individual items and sealed products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels5 records
Total Cards product offering
Product offeringCore offering
Total Cards is a UK-based direct-to-consumer e-commerce retailer selling trading card games, LEGO sets, board and tabletop games, miniatures, video games, merchandise and books. Its core catalog spans sealed products, single cards, graded slabs and accessories across 15+ TCG brands including Pokemon, Magic The Gathering, Yu-Gi-Oh!, Lorcana, One Piece, Dragon Ball Super, Digimon, Weiss Schwarz, Gundam TCG, Star Wars Unlimited and Flesh & Blood. Customers buy through the Shopify storefront, supplemented by a physical Gaming Centre, live streaming sales on Whatnot/TikTok/eBay Live, and a B2B bulk-order channel.
Product overview
Total Cards is a UK-based e-commerce retailer and online gaming store offering a comprehensive multi-category product portfolio centered around trading card games (TCGs). The core offering is a unified e-commerce platform selling sealed products, single cards, and accessories across 20+ trading card game brands including Pokemon TCG, Magic The Gathering, Yu-Gi-Oh!, Lorcana, One Piece, Dragon Ball Super, Digimon, Weiss Schwarz, Gundam TCG, Star Wars Unlimited, Flesh & Blood, and other TCGs. Adjacent product categories include LEGO sets, board games, tabletop games, miniatures (Warhammer 40k, Age of Sigmar), video games, merch & toys, and comics & books. The company also operates a physical Gaming Centre, provides live streaming sales events, offers card buying services, and runs loyalty/reward programs. Services include same-day dispatch, worldwide shipping, price matching, and 15+ payment methods.
Differentiator
Problem solved
Functional benefit
Brands
- Gaming Centre: Physical retail location offering in-store shopping, store collection, and live stream purchasing options.
Products and services
- Trading Card Games (TCG) Catalog Core multi-brand TCG catalog offering sealed products, single cards, graded cards and accessories across Pokemon, Magic The Gathering, Yu-Gi-Oh!, Lorcana, One Piece, Dragon Ball Super, Digimon, Weiss Schwarz, Gundam TCG, Star Wars Unlimited, Flesh & Blood and additional TCGs, for hobby collectors and competitive players.
- Pokemon Trading Card Game Products
- Magic The Gathering Products
- Yu-Gi-Oh! Products
- Disney Lorcana Products
- One Piece Card Game Products
- Dragon Ball Super Card Game Products
- Riftbound: League of Legends TCG Products
- Digimon Card Game Products
- Weiss Schwarz Products
- Gundam TCG Products
- Star Wars Unlimited Products
- Flesh & Blood TCG Products
- Other Trading Card Game Brands
- TCG Accessories
- Single Cards and Graded Slabs
- Mystery Card Products
- Digital Code Cards
- LEGO Products
- Tabletop and Board Games
- Miniatures and Warhammer Products
- Video Games
- Merchandise and Toys
- Comics, Books and Manga
- Live Streaming Sales Events
- We Buy Any Cards Service
- Gaming Centre Physical Store
- Reward and Loyalty Programmes
- Price Match Promise
- Total Cards Magazine and Blog
Quantifiable outcome
- Over 1 million cards sold since founding
- +2 more outcomes
Companies that use Total Cards
Customer profileSegments5 records
Ideal customer profiles4 records
Total Cards technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Total Cards partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights6 records
Total Cards competitors and assessment
Company assessmentEmerging players
- Whatnot: Live-commerce marketplace for collectibles and TCGs; Total Cards sells through Whatnot, making it both a partner and an indirect competitor shaping live-stream TCG commerce economics.
Direct peers
- Magic Madhouse: UK-based direct competitor specializing in trading card games (Pokemon, Magic, Yu-Gi-Oh!) and hobby products with a comparable e-commerce plus events model.
- Chimera Gaming: UK multi-category hobby retailer covering TCGs, board games, miniatures, and tabletop products, with overlapping assortment and customer base to Total Cards.
- Chaos Cards: UK TCG specialist retailer offering singles, sealed product, and accessories across Pokemon, Magic, and other major TCGs, competing head-to-head with Total Cards for hobbyist spend.
- ABUGames: US hobby retailer carrying singles and sealed product across major TCGs and tabletop games, comparable in assortment breadth and customer-acquisition playbook to Total Cards.
Broad incumbents
- Star City Games: Established US TCG retailer with strong Magic The Gathering focus, combining e-commerce, content, and event hosting; comparable in scale and category leadership to Total Cards' UK TCG position.
- Cardmarket: Europe's leading TCG marketplace with millions of single cards listed; a key reference for European hobbyist pricing and a competitor for cross-border TCG buyers.
- Dave & Adam's Card World: Large US hobby retailer offering sealed product, singles, and boxes across major TCGs with a broad e-commerce operation comparable in scope to Total Cards.
- CoolStuffInc: US-based hobby retailer and distributor carrying TCGs, board games, and miniatures with an established e-commerce and wholesale operation similar to Total Cards' multi-category approach.
- TCGplayer: Largest US TCG marketplace with extensive singles pricing data and seller tools; competes for international TCG demand and shapes secondary-market price expectations Total Cards must match.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Total Cards social profiles
Digital presenceTotal Cards financial estimates
Financial estimateRevenue estimate
Valuation estimate
Total Cards leadership team
Management profileNumber of profiles
Total Cards funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Total Cards M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Total Cards
What does Total Cards do?
Total Cards is a UK-based direct-to-consumer e-commerce retailer selling trading card games, LEGO sets, board and tabletop games, miniatures, video games, merchandise and books. Its core catalog spans sealed products, single cards, graded slabs and accessories across 15+ TCG brands including Pokemon, Magic The Gathering, Yu-Gi-Oh!, Lorcana, One Piece, Dragon Ball Super, Digimon, Weiss Schwarz, Gundam TCG, Star Wars Unlimited and Flesh & Blood. Customers buy through the Shopify storefront, supplemented by a physical Gaming Centre, live streaming sales on Whatnot/TikTok/eBay Live, and a B2B bulk-order channel.
Is Total Cards a public or private company?
Total Cards is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Total Cards founded?
Total Cards was founded in 2016. It employs 11 to 50 people.
Where is Total Cards based?
Total Cards is headquartered in Newton Aycliffe, United Kingdom, in the Europe region.
How does Total Cards make money?
One revenue line is on record: E-commerce Retail.
Who are Total Cards's main competitors?
Whatnot is listed as an emerging player. Direct peers are Magic Madhouse, Chimera Gaming, Chaos Cards and ABUGames. Broad incumbents are Star City Games, Cardmarket, Dave & Adam's Card World, CoolStuffInc and TCGplayer.
Does Total Cards have an API?
No public API is recorded for Total Cards.
What industry is Total Cards in?
Total Cards's product category is Hobby Collectibles and Trading Card Game Retail. Its primary akta.pro industry code is CRALAGAC, Collectible Card Games (CCG/TCG) Retail, with a secondary code of CRALAGAB, Non-Sports Trading Cards Retail (TCG/Entertainment). Its NAICS code is 45912 and its SIC code is 5945.