How To Sell Action Figures Online (Steps To Build Your Own Site)

Remember when you were a kid, lining up your action figures for an epic battle, imagining entire worlds where heroes clashed and villains plotted?

Now, imagine turning that passion into a thriving online store.

Whether you’re selling rare collectibles, custom-made figures, or the latest releases, having the right website can make all the difference.

But where do I even start?

Is there a dedicated platform to assist me?

How do you make sure customers actually find your store?

Don’t worry—this guide will walk you through everything you need to create a website that looks amazing and gets you on track to selling your action figures.

Let’s Start Building Your Website To Sell Action Figures

So, we’re going to use Shopify to build this.

The reason is, after doing some deep diving and digging

I found out they had a dedicated page for starting to sell action figures.

I figured if they took the time to build this out and already are known for selling online, it will be a good fit.

Step 1 – Go To the Dedicated Action Figure Page

I’m going to their action figure page and sign up to get started.

You will then just use an email address and hit next.

Note: I’d use an email address you check often because Shopify sends some good updates for building your store.

Step 2 – Enter the onboarding information

Shopify is going to ask you some key questions just answer them all because you want to make sure they know what you want to sell.

Step 3:  Explore your dashboard

So you should now be on the main dashboard which looks like the picture below.

Just get a feel for it.

Look right in the middle too on the steps Shopify recommends to do.

Things like add your first products, design your theme, add a custom domain.

All key things to get started.

Step 4: Let’s design a theme

Will utilize there simple AI feature for this pending what your action figure store is about.

To get here click Online store on the left and should see where you can design a theme.

I used the AI features “design your store in seconds”

So here is what it gave me.

Obviously I’m going to be updating pictures and titles but I now have a full structure to get started.

Step 5 Create Your First Action Figure Product

Look on the left and select Products

Then hit add product

You will see you can add all your own action figure info if you have it.

If not, look in the top right, the little face, and you can hit that and that’s your AI sidekick that will assist you writing it.

I hit preview after I asked it to write it

Scalable Pricing For Your Action Figure Website

The nice thing too about going this route is Shopify offers fair pricing with a ton built in as you grow your action figure site.

You can start out at the Basic Plan for $29 monthly and scale up as your needs change.

I just find this nice because it fits a bunch of budgets that don’t break the bank.

Hopefully over all these steps helped out out and really gave structure to your action figure store.

Continue building your products and adding nice images too which will really stand out.

Build Your Action Figures Store Free

Steps You Can Take For Your Action Figure Business

Selling action figures online can be a fun and profitable business if you take the right steps. Here’s a simple breakdown to help you get started.

1. Choose Your Niche

Not all action figures are the same!

Decide what type you want to sell:

• Vintage action figures (Star Wars, G.I. Joe, He-Man)
• Collectible figures (limited editions, Funko Pops, high-end statues)
• Anime figures (Dragon Ball Z, Naruto, One Piece)
• Superhero figures (Marvel, DC, Transformers)
• Custom or handmade figures

2. Research Market Demand & Pricing

Before investing in inventory, check:

• What’s trending on eBay, Amazon, and Shopify stores
• Prices of similar action figures on different platforms
• Collector forums and Facebook groups for insights
• Demand on Google Trends and keyword research tools

3. Source Your Action Figures

Decide where you’ll get your stock:

• Wholesale suppliers (Alibaba, Entertainment Earth, Diamond Comics)
• Direct from manufacturers
• Thrift stores, garage sales, flea markets (great for rare finds!)
• Dropshipping suppliers (AliExpress, CJ Dropshipping)
• Private collectors or estate sales

4. Set Up Your Online Store

The best platform depends on your goals:

• Shopify – Best for building your own brand with full customization
• eBay – Ideal for auctions and rare collectibles
• Amazon – Good for reaching a broad audience but has high fees
• Etsy – If selling custom or vintage action figures
• Facebook Marketplace & Instagram – Great for direct selling and community engagement

Tip: Personally I’d get start with my own store but I’d work on getting on many plans to funnel traffic to my products on my store.

5. Take High-Quality Photos & Write Killer Descriptions

Collectors want detailed, clear images and accurate descriptions:

• Use a plain background and good lighting
• Show multiple angles
• Highlight packaging condition (if applicable)
• List dimensions, brand, series, and rarity
• Mention any defects or missing parts

Tip: If you end up testing out Shopify check out there image editor to see if you can benefit from it.

6. Price Your Action Figures Competitively

Consider:

• Market value (check completed sales on eBay)
• Rarity and demand
• Condition (mint, sealed, loose, or damaged)
• Shipping and fees

7. Set Up Secure Payments & Shipping

Use trusted payment gateways like Shopify Payments, PayPal, and Stripe. For shipping:

• Offer multiple shipping options (standard, express, international)
• Use protective packaging to prevent damage
• Provide tracking numbers for buyer confidence

8. Market Your Store & Attract Buyers

• SEO Optimization – Use relevant keywords in your product listings
• Social Media Marketing – Promote on Instagram, Facebook, and TikTok
• Google & Facebook Ads – Run targeted ads for collectors and toy enthusiasts
• Influencer Collaborations – Partner with toy reviewers or collectors on YouTube
• Email Marketing – Capture leads and send promotions to returning buyers

9. Offer Great Customer Service

Keep buyers happy by:

• Responding to inquiries quickly and professionally
• Being honest about item conditions and availability
• Handling returns and complaints efficiently
• Providing exclusive deals for loyal customers

10. Scale Your Business

Once you start making sales, consider:

• Expanding inventory to different figure lines
• Offering limited edition pre-orders
• Creating a subscription box for collectors
• Building a brand website for direct sales

With the right strategy, you can turn your love for action figures into a successful online business! 🚀💥

Implement This Stuff Building Your Action Figure Store

Use High-Quality Images & Videos

Action figures are all about detail and nostalgia, so showcase them with high-resolution images, multiple angles, and even 360° product views. Adding short unboxing videos can boost conversions too.

Optimize for SEO

Use long-tail keywords like “buy Star Wars action figures online” or “best place to buy collectible figures” in product descriptions, blog posts, and meta tags to improve search rankings.  These will really help you get seen and there are less competition for the keywords.  

Also, consider starting a blog also to get seen even more when people are searching.

Offer Secure & Flexible Payment Options

Include PayPal, credit/debit cards, and Buy Now, Pay Later options like Afterpay or Klarna to cater to all types of customers.

Create Clear Product Categories

Make it easy for collectors to browse by organizing your store into categories like vintage, limited edition, anime figures, Marvel, DC, Star Wars, and more.

Write Engaging Product Descriptions

Don’t just list specs—tell a story! Describe what makes each figure unique, its rarity, or its connection to pop culture.

Build Trust with Customer Reviews

Feature user reviews, testimonials, and ratings to build credibility. If possible, allow customers to upload their own product photos.

Set Up an Email List & Loyalty Program

Offer exclusive deals and early access to new drops for subscribers. A rewards program for repeat buyers can increase customer retention.  I think this can be huge for the action figure area. Once you start gaining a following people will love emails and discounts coming their way.

Use Social Media for Marketing

Platforms like Instagram, TikTok, and Facebook are great for showcasing action figures, running giveaways, and building a community. Consider influencer partnerships with toy collectors.  You can have a ton of fun with this and your action figure store. I find this such a great idea to bring people back to your site to buy.  Also, can link right on your social media outlets.

Ensure Fast & Reliable Shipping

Provide accurate shipping estimates and offer options like free shipping over a certain amount. Consider using fulfillment services if handling orders yourself becomes overwhelming.

Would you like help picking the best e-commerce platform or marketing strategies for your action figure store?

FAQ: Creating an Action Figures Website Online

How do I start a website to sell action figures?

Starting a website to sell action figures is easier than you think! Choose an e-commerce platform like Shopify, BigCommerce, or WooCommerce, pick a domain name, design your store, list your products with high-quality images, and set up payment and shipping options.

Which platform is best for selling action figures online?

Shopify is a great all-in-one solution with built-in e-commerce tools, while WooCommerce (on WordPress) gives you more customization. If you prefer drag-and-drop simplicity, Wix or Squarespace are solid choices.

What features should my action figure store have?

Your store should have clear product categories, high-resolution images, detailed descriptions, a secure checkout, multiple payment options, and customer reviews to build trust. Adding a blog or collector’s guide can also drive traffic and boost sales.

How do I price my action figures?

Research similar listings on eBay, Amazon, and collector forums to determine competitive pricing. Consider rarity, demand, and condition. If you’re selling rare or limited-edition figures, highlight their exclusivity to justify premium pricing.

How can I attract customers to my website?

Use SEO-optimized product descriptions, start a blog with collector tips, and market your store on social media platforms like Instagram, TikTok, and Facebook. Running targeted ads and partnering with toy influencers can also drive traffic.

Should I sell action figures internationally?

Yes, if you have a reliable shipping method. Make sure to research international shipping costs, taxes, and customs regulations. Offering worldwide shipping can expand your customer base significantly.

How do I handle shipping and packaging?

Use sturdy boxes and protective wrapping to prevent damage. Offer multiple shipping options and consider using fulfillment services like ShipBob or Shopify Fulfillment Network to streamline logistics.

What are the best payment options for an action figure store?

Offer credit/debit card payments, PayPal, and Buy Now, Pay Later services like Klarna or Afterpay. Providing multiple payment options makes it easier for customers to buy.

How can I build trust with customers?

Feature customer reviews, display secure payment badges, and provide clear return/refund policies. Offering excellent customer service and responding quickly to inquiries also helps build credibility.

How do I market my action figure store?

Use social media to share new arrivals, run giveaways, and engage with collector communities. Email marketing, influencer collaborations, and limited-time discounts can also boost sales.