Final 12 months, Decathlon generated 26 % of its German commerce quantity on-line. {The marketplace}’s share inside that has practically doubled in only one 12 months. The platform serves as a catalyst for development for Decathlon, each in Germany and past.
Globally, Decathlon achieved a income of 16.2 billion euros final 12 months. Adjusted for inflation, this represents a 3.8 % improve in comparison with the earlier 12 months.
On-line income
Digital gross sales have gotten more and more vital for the French sporting items retailer. Final 12 months, 20 % of its world income got here from on-line gross sales, together with ecommerce, in-store related orders, and marketplaces – up from 17 % in 2023. In Germany, nonetheless, the net share is considerably greater.
Decathlon sells billions of euros price of merchandise on-line
In its reviews, Decathlon additionally emphasizes its give attention to the significance of the planet and folks. Regardless of gross sales development, the corporate lowered its CO2 emissions final 12 months. Moreover, it continues to make use of extra individuals, now with workers from 87 completely different nationalities. The proportion of girls within the workforce has additionally elevated.
Omnichannel technique and market
In a separate report on Germany, Decathlon attributes its optimistic income improvement to “the constant implementation of its omnichannel technique, which seamlessly integrates the digital and bodily buying expertise”. The corporate additionally highlights “the exceptional improvement of the net market”, which accounted for 20 % of digital gross sales final 12 months. For comparability: in 2023, this was 11 %, and in 2022, simply 7 %.
German market share has tripled since 2022
Provided that Decathlon’s German market has not been energetic for very lengthy, its speedy development isn’t a surprise. Nonetheless, platform gross sales are exceeding expectations. It has turn out to be a catalyst for additional worthwhile on-line development, very similar to what has been seen with on-line marketplaces of MediaMarkt, Zalando and Otto.
Used sporting items
Decathlon launched its market for sellers in Belgium on the finish of 2020, later increasing to the United Kingdom and different European international locations, together with Germany. Since final spring, promoting companions have additionally been capable of provide used sporting items on Decathlon.de.
