The eCommerce Sports & Outdoor market is a sector of online retailing that focuses on the digital sale of leisure products linked to sports and outdoor activities. Sports and outdoor items also include clothing, shoes, as well as sports and outdoor equipment, e.g., hiking poles, backpacks, fitness equipment, hunting devices, sporting weapons, swimming accessories, and winter sports gear.
The relevance of the eCommerce Sports & Outdoor market lies in its ability to offer consumers a vast selection of products at competitive prices, with the added convenience of home delivery. It also enables brands and retailers to reach customers across different geographies and demographics, expanding their customer base and sales potential.
The eCommerce Sports & Outdoor market has experienced significant growth in recent years, driven by factors such as the increasing popularity of online shopping, the rise of fitness and wellness trends, and the growing interest in outdoor activities and adventure sports.
Examples of successful eCommerce Sports & Outdoor businesses include REI, which offers a wide range of outdoor gear and apparel, and Nike, which specializes in athletic shoes and apparel. Additionally, online marketplaces like Amazon and eBay have expanded their sports and outdoor offerings, providing consumers with more options for ordering their favorite products online.
The eCommerce market for Sports & Outdoor consists of six different markets:
The Athletic Footwear market includes shoes specifically designed for sports purposes (e.g., soccer, tennis, basketball, etc.). The definition is based on the Harmonized System of international trade (specifically the HS codes 640219 and 640319) which include only functional sports shoes.
The Fishing Articles & Equipment market contains tools and accessories used for catching fish in various water bodies, such as oceans, lakes, and rivers. The equipment can be broadly classified into two categories: tackle and gear. Tackle refers to the fishing rods, reels, lines, hooks, and lures, while gear includes accessories such as nets, waders, fish finders, and tackle boxes.
The Sports & Swimwear market comprises sportswear products that are no longer only intended for training, instead, they are increasingly being used as everyday clothing. This style is referred to as “athleisure,” a fashion buzzword that combines the two words “athletic” and “leisure.” Outfits that come under this umbrella term can include clothing articles such as yoga pants, hoodies, and sweatpants that have an athletic appearance but have not necessarily been designed for high-intensity activities.
The Summer Sports Equipment market includes products designed for various summer-related actitities such as golf equipment, exercise equipment, team sports equipment and racket sports equipment.
The Winter Sports Equipment market contains products designed for various snow-related activities such as skiing, snowboarding, and ice skating. This category includes skis, snowboards, ice skates, helmets, goggles, gloves, and other protective gear.
The Other Sports & Outdoor market comprises a variety of products designed for outdoor activities such as camping, hiking, and exploring. Products in this category include tents, sleeping bags, backpacks, hiking boots, and other gear designed to withstand the elements and provide comfort and safety in outdoor settings.
Sports & Outdoor comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definions can be found on each respective market page.
Key players in the market are companies like JD, Amazon, Taobao, Walmart, Tmall, Homedepot and Target.
Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Consumer Market Insights.
Track and jogging suits worn for sporting activities such as Nike
Lifestyle apparel by sportswear brands such as Adidas
Functional clothing and footwear for sports purposes such as Under Armour
Athletic apparel and footwear worn for leisure such as Lululemon
Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
Modeling approach / Market size:
Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. This data helps us estimate the market size for each country individually.
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.
The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.