Ecommerce in the sports industry: Our tips, insights & expert knowledge

Ecommerce in the sports industry: Our tips, insights & expert knowledge

Ecommerce in the sports industry: Our tips, insights & expert knowledge

Ecommerce in the sports industry: Our tips, insights & expert knowledge

We show you what you should look out for as an online retailer in the sports sector, which payment methods are best for the sports industry and how Mollie can help you.

We show you what you should look out for as an online retailer in the sports sector, which payment methods are best for the sports industry and how Mollie can help you.

Industry-guides

8 Feb 2024

Johnnie Norton

Sales Lead UK

Hardly any other industry is influenced by seasonal changes as much as the sports industry. In this article, we show you what you should look out for as an online retailer in the sports sector, which payment methods are best for the sports industry and how Mollie can help you achieve more success in e-commerce.

Hardly any other industry is influenced by seasonal changes as much as the sports industry. In this article, we show you what you should look out for as an online retailer in the sports sector, which payment methods are best for the sports industry and how Mollie can help you achieve more success in e-commerce.

Hardly any other industry is influenced by seasonal changes as much as the sports industry. In this article, we show you what you should look out for as an online retailer in the sports sector, which payment methods are best for the sports industry and how Mollie can help you achieve more success in e-commerce.

Hardly any other industry is influenced by seasonal changes as much as the sports industry. In this article, we show you what you should look out for as an online retailer in the sports sector, which payment methods are best for the sports industry and how Mollie can help you achieve more success in e-commerce.

Status Quo & Changes: Sports E-Commerce

The sports industry has taken a giant leap in 2022. According to PwC's Global Sports Survey, growth of as much as 6.6% is expected over the next three to five years.

During the pandemic, certain sports have been affected to varying degrees depending on how accessible they were in a contained environment. Outdoor individual sports and home workouts saw increased participation. Team and indoor sports have struggled, in part due to the postponement or cancellation of major sporting events. Among the newly emerging opportunities, women's clothing came to the fore. Activities such as home training, running, yoga and Pilates continued to gain in importance – as did digital offerings, which were used either via stream, via an app, via free videos on social channels or with the leased device via a platform from the living room at home . According to the study "Sporting Goods: The Next Normal for an Industry in Flux" by McKinsey & Company and World Federation Sporting Goods Industry (WFSGI), the supplier Peloton recorded a growth of 333% in the financial year 2020. The impact these changes and adjustments are having on the sports industry will be long term and continue to impact the industry. 

Taking a closer look at the esports industry's e-commerce tactics, two main strategies become clear: selling through marketplaces and omnichannel tactics. For example, products from smaller retailers are now also sold in the online shops of the big players, such as Decathlon, Amazon or Go Sport. A more agile e-commerce strategy was introduced, especially in the wake of the pandemic, to help with the closures of the shops. This is also proven by the following figures:

  • In the second quarter of 2023 alone, Zalando generated 63.2 million orders from 50.5 million active customers. The shopping basket amounted to around €58.10 (source: Zalando, Annual Report 2023).

  • Total sales in the German sports retail sector amounted to €8 billion in 2022 (source: Statista).

  • Decathlon is now represented in over 60 countries and employs around 5,000 people in over 80 stores (source: Decathlon).

  • Amazon is the most important channel for the sale of sporting goods (source: Statista).

According to the study “The Sports Brands Winning The Online Race In Germany”, a collaboration between EDM Publications and the Swiss market research company Link, the two giants Adidas and Nike the list of the best brands. Surprisingly, the company Gymshark comes in third place.

The sports industry has taken a giant leap in 2022. According to PwC's Global Sports Survey, growth of as much as 6.6% is expected over the next three to five years.

During the pandemic, certain sports have been affected to varying degrees depending on how accessible they were in a contained environment. Outdoor individual sports and home workouts saw increased participation. Team and indoor sports have struggled, in part due to the postponement or cancellation of major sporting events. Among the newly emerging opportunities, women's clothing came to the fore. Activities such as home training, running, yoga and Pilates continued to gain in importance – as did digital offerings, which were used either via stream, via an app, via free videos on social channels or with the leased device via a platform from the living room at home . According to the study "Sporting Goods: The Next Normal for an Industry in Flux" by McKinsey & Company and World Federation Sporting Goods Industry (WFSGI), the supplier Peloton recorded a growth of 333% in the financial year 2020. The impact these changes and adjustments are having on the sports industry will be long term and continue to impact the industry. 

Taking a closer look at the esports industry's e-commerce tactics, two main strategies become clear: selling through marketplaces and omnichannel tactics. For example, products from smaller retailers are now also sold in the online shops of the big players, such as Decathlon, Amazon or Go Sport. A more agile e-commerce strategy was introduced, especially in the wake of the pandemic, to help with the closures of the shops. This is also proven by the following figures:

  • In the second quarter of 2023 alone, Zalando generated 63.2 million orders from 50.5 million active customers. The shopping basket amounted to around €58.10 (source: Zalando, Annual Report 2023).

  • Total sales in the German sports retail sector amounted to €8 billion in 2022 (source: Statista).

  • Decathlon is now represented in over 60 countries and employs around 5,000 people in over 80 stores (source: Decathlon).

  • Amazon is the most important channel for the sale of sporting goods (source: Statista).

According to the study “The Sports Brands Winning The Online Race In Germany”, a collaboration between EDM Publications and the Swiss market research company Link, the two giants Adidas and Nike the list of the best brands. Surprisingly, the company Gymshark comes in third place.

The sports industry has taken a giant leap in 2022. According to PwC's Global Sports Survey, growth of as much as 6.6% is expected over the next three to five years.

During the pandemic, certain sports have been affected to varying degrees depending on how accessible they were in a contained environment. Outdoor individual sports and home workouts saw increased participation. Team and indoor sports have struggled, in part due to the postponement or cancellation of major sporting events. Among the newly emerging opportunities, women's clothing came to the fore. Activities such as home training, running, yoga and Pilates continued to gain in importance – as did digital offerings, which were used either via stream, via an app, via free videos on social channels or with the leased device via a platform from the living room at home . According to the study "Sporting Goods: The Next Normal for an Industry in Flux" by McKinsey & Company and World Federation Sporting Goods Industry (WFSGI), the supplier Peloton recorded a growth of 333% in the financial year 2020. The impact these changes and adjustments are having on the sports industry will be long term and continue to impact the industry. 

Taking a closer look at the esports industry's e-commerce tactics, two main strategies become clear: selling through marketplaces and omnichannel tactics. For example, products from smaller retailers are now also sold in the online shops of the big players, such as Decathlon, Amazon or Go Sport. A more agile e-commerce strategy was introduced, especially in the wake of the pandemic, to help with the closures of the shops. This is also proven by the following figures:

  • In the second quarter of 2023 alone, Zalando generated 63.2 million orders from 50.5 million active customers. The shopping basket amounted to around €58.10 (source: Zalando, Annual Report 2023).

  • Total sales in the German sports retail sector amounted to €8 billion in 2022 (source: Statista).

  • Decathlon is now represented in over 60 countries and employs around 5,000 people in over 80 stores (source: Decathlon).

  • Amazon is the most important channel for the sale of sporting goods (source: Statista).

According to the study “The Sports Brands Winning The Online Race In Germany”, a collaboration between EDM Publications and the Swiss market research company Link, the two giants Adidas and Nike the list of the best brands. Surprisingly, the company Gymshark comes in third place.

The sports industry has taken a giant leap in 2022. According to PwC's Global Sports Survey, growth of as much as 6.6% is expected over the next three to five years.

During the pandemic, certain sports have been affected to varying degrees depending on how accessible they were in a contained environment. Outdoor individual sports and home workouts saw increased participation. Team and indoor sports have struggled, in part due to the postponement or cancellation of major sporting events. Among the newly emerging opportunities, women's clothing came to the fore. Activities such as home training, running, yoga and Pilates continued to gain in importance – as did digital offerings, which were used either via stream, via an app, via free videos on social channels or with the leased device via a platform from the living room at home . According to the study "Sporting Goods: The Next Normal for an Industry in Flux" by McKinsey & Company and World Federation Sporting Goods Industry (WFSGI), the supplier Peloton recorded a growth of 333% in the financial year 2020. The impact these changes and adjustments are having on the sports industry will be long term and continue to impact the industry. 

Taking a closer look at the esports industry's e-commerce tactics, two main strategies become clear: selling through marketplaces and omnichannel tactics. For example, products from smaller retailers are now also sold in the online shops of the big players, such as Decathlon, Amazon or Go Sport. A more agile e-commerce strategy was introduced, especially in the wake of the pandemic, to help with the closures of the shops. This is also proven by the following figures:

  • In the second quarter of 2023 alone, Zalando generated 63.2 million orders from 50.5 million active customers. The shopping basket amounted to around €58.10 (source: Zalando, Annual Report 2023).

  • Total sales in the German sports retail sector amounted to €8 billion in 2022 (source: Statista).

  • Decathlon is now represented in over 60 countries and employs around 5,000 people in over 80 stores (source: Decathlon).

  • Amazon is the most important channel for the sale of sporting goods (source: Statista).

According to the study “The Sports Brands Winning The Online Race In Germany”, a collaboration between EDM Publications and the Swiss market research company Link, the two giants Adidas and Nike the list of the best brands. Surprisingly, the company Gymshark comes in third place.

The biggest challenges for the sports industry - and how to master them

Like many other industries, the sports industry is also affected by the changes caused by digitization. In the coming years, the smaller sporting goods stores will be the main ones to close, while the market itself will focus on e-commerce and some really big sports groups. That's what the spokespersons for Sport 2000 and Intersport said at the Ispo sporting goods trade fair in Munich in early 2020. But what else is in store for the industry in the next few years - and what should you as an online retailer be prepared for? The study by McKinsey & Company and the World Federation Sporting Goods Industry (WFSGI) summarizes the changes, challenges and adjustments very well - you will get an insight in the following points. 

Change in consumer behavior

The biggest challenge for the sporting goods industry is and remains consumer behavior, because this is what determines the success of every company. The pandemic, the current crisis and the desire for more sustainability have had the greatest impact here. 

#1 It's getting looser

Even before the pandemic, athleisure was a mega trend. Behind this lies the trend that sportswear and everyday clothing are merging more and more. COVID-19 has now contributed to the blurring of the boundaries between work and leisure, and the acceptance of comfortable clothing in previously more formal contexts. As fashion brands increasingly penetrate this segment, sporting goods manufacturers must use their innovative skills and market knowledge to win in this increasingly competitive market.

What does that mean for you? 

As a company in the sports industry, it is important that you are present in all segments. Be there - whether in the classic "sports department" or with casual wear in the "women's department". Presence creates the basis for success here. 

#2 Physical activity is falling

The pandemic has also left its mark on physical activity. According to one study, around 40% of people are less active, while around 30% of people are more active. Unfortunately, there is already a gap between physical activity and income levels, with the less affluent households tending to exercise less. The current crisis is expected to push even more households into the lower income brackets, further widening the physical activity gap. For the sporting goods industry, this means adopting a multi-stakeholder approach to reduce sedentary lifestyles among the previously inactive population.

What does that mean for you?

Stay tuned! Keep your customers! You can do this with a direct-to-customer approach in which you stay close to your customers. Implement loyalty programs, personalized offers, write personal newsletters. Your payment options also help to meet the wishes of your customers. With Mollie, for example, you can easily purchase or purchase on account and thus help your customers through difficult times.

#3 Sustainability is becoming more and more important

Sustainability is becoming more and more important - also in the sporting goods industry. Many companies have now responded by introducing more sustainable products - a trend that has been accelerated by the pandemic. It is now up to companies to ensure sustainable supply chains. With recycling likely to be a bottleneck, brands need to look at innovative concepts such as B. the circular economy directly to the consumer.

What does that mean for you?

Keep nature in mind and create products that are sustainable. And present them publiclyby communicating your CSR concepts on your website. Sustainable campaigns, support for NGOs or our own social projects also create a reputation that lasts. In addition, the topic of sustainability is becoming an increasingly important decision-making criterion for an increasing number of customers. 

Sport is becoming more and more digital

The pandemic has already shown it: Sport at home, in the living room at home, is getting cooler and cooler. Many sports companies have already recognized this and digitized their products. However, not only the range of digital sports options has an impact on the sporting goods industry, but also the increasing trust of customers in influencers, who now function perfectly as brand ambassadors - and in most cases address the absolutely right target group.

#1 Digital training is becoming increasingly popular

Peloton, Zwift, numerous apps or YouTube channels - the range of digital fitness is constantly expanding and growing. Driven by a desire for physical fulfillment and a desire to stay at home, digital fitness will not completely replace traditional sports and exercise, but will complement them in a “bionic” hybrid model. The majority of sports brands have to adjust to this – and of course adapt or expand the range. 

What does that mean for you? 

Build your online presence where it will be seen. Your target group loves Peloton? Then advertise there. Your customers are active YouTube athletes? Then you have found your channel. You should know your customers and your sports behavior. Use analysis tools, newsletter campaigns or simple surveys on your social channels.

#2 E-commerce is becoming increasingly important

The pandemic has also left its mark here. With the closure of numerous stores from 2020 to 2021 or even 2022, many brands were forced to shift their offer to an online shop. According to one study, the market share of purchases made online is now 25%, which is about six times higher than before the pandemic - and will remain so for the time being. For this reason alone, brands need to put e-commerce front and center and accelerate direct-to-consumer sales.

What does that mean for you?

Quite simply: online first! Of course you can expand your stationary presence, but now it's about reaching your target group online. With an online shop that gets stuck. And a buying experience that is fun and represents your brand. We at Mollie are the partner at your side. Our payment experts will help you to optimize your checkout and offer exactly the payment methods that your customers want.

#3 Marketing is migrating from big clubs to individual brand ambassadors

While the sports industry's advertising measures were mostly focused on the really big clubs and events, marketing in the industry works differently today. Due to the large number of cancellations of major events in recent years, individual brand ambassadors have increasingly come to the fore. Today, not only athletes themselves convince, but also influencers who address exactly the right target groups on their channels. 

What does that mean for you?

Work with influencers, athletes, brand ambassadors who fit you, your target group and your products. This allows you to reach the right people and keep your marketing budget low - appropriate at a time when budgeting is everything. 

The industry is shifting enormously

With ever-changing consumer behavior and increasing digitization, the sporting goods industry is changing significantly. Retailers see changes in the area of ​​traditional points of sale and supply chains in particular.

#1 A new shop experience is needed

Long before the pandemic, brick-and-mortar retail was shaky. The many closures due to the lockdown only promoted this development. During this time, consumers have learned above all that many things also work relatively easily online. This is exactly why many companies are now starting to turn shopping into a real experience. 

What does that mean for you?

To lure consumers back into stores, retail must find a new purpose, new experiences and new levels of convenience that digital cannot offer. It is also important that you make online shopping easy - with optimized payment processing that runs stress-free and reliably. A payment service provider like Mollie offers you a complete package of numerous integrations and plugins for your online shop, with which you can optimize your online shop while at the same time keeping an even better overview of your transactions.

#2 More Flexibility in Supply Chains

Flexible supply chains have become an integral part of the corporate agenda. In a post-COVID-19 world characterized by shorter demand cycles, e-commerce and closer relationships with consumers, they will become standard in some markets. Given the ongoing uncertainty, it will make sense to both build stronger supply chain partnerships and explore alternatives such as nearshoring.

What does that mean for you? 

Keep the overview! And create partnerships that last and, above all, help you to be more successful in e-commerce.

Like many other industries, the sports industry is also affected by the changes caused by digitization. In the coming years, the smaller sporting goods stores will be the main ones to close, while the market itself will focus on e-commerce and some really big sports groups. That's what the spokespersons for Sport 2000 and Intersport said at the Ispo sporting goods trade fair in Munich in early 2020. But what else is in store for the industry in the next few years - and what should you as an online retailer be prepared for? The study by McKinsey & Company and the World Federation Sporting Goods Industry (WFSGI) summarizes the changes, challenges and adjustments very well - you will get an insight in the following points. 

Change in consumer behavior

The biggest challenge for the sporting goods industry is and remains consumer behavior, because this is what determines the success of every company. The pandemic, the current crisis and the desire for more sustainability have had the greatest impact here. 

#1 It's getting looser

Even before the pandemic, athleisure was a mega trend. Behind this lies the trend that sportswear and everyday clothing are merging more and more. COVID-19 has now contributed to the blurring of the boundaries between work and leisure, and the acceptance of comfortable clothing in previously more formal contexts. As fashion brands increasingly penetrate this segment, sporting goods manufacturers must use their innovative skills and market knowledge to win in this increasingly competitive market.

What does that mean for you? 

As a company in the sports industry, it is important that you are present in all segments. Be there - whether in the classic "sports department" or with casual wear in the "women's department". Presence creates the basis for success here. 

#2 Physical activity is falling

The pandemic has also left its mark on physical activity. According to one study, around 40% of people are less active, while around 30% of people are more active. Unfortunately, there is already a gap between physical activity and income levels, with the less affluent households tending to exercise less. The current crisis is expected to push even more households into the lower income brackets, further widening the physical activity gap. For the sporting goods industry, this means adopting a multi-stakeholder approach to reduce sedentary lifestyles among the previously inactive population.

What does that mean for you?

Stay tuned! Keep your customers! You can do this with a direct-to-customer approach in which you stay close to your customers. Implement loyalty programs, personalized offers, write personal newsletters. Your payment options also help to meet the wishes of your customers. With Mollie, for example, you can easily purchase or purchase on account and thus help your customers through difficult times.

#3 Sustainability is becoming more and more important

Sustainability is becoming more and more important - also in the sporting goods industry. Many companies have now responded by introducing more sustainable products - a trend that has been accelerated by the pandemic. It is now up to companies to ensure sustainable supply chains. With recycling likely to be a bottleneck, brands need to look at innovative concepts such as B. the circular economy directly to the consumer.

What does that mean for you?

Keep nature in mind and create products that are sustainable. And present them publiclyby communicating your CSR concepts on your website. Sustainable campaigns, support for NGOs or our own social projects also create a reputation that lasts. In addition, the topic of sustainability is becoming an increasingly important decision-making criterion for an increasing number of customers. 

Sport is becoming more and more digital

The pandemic has already shown it: Sport at home, in the living room at home, is getting cooler and cooler. Many sports companies have already recognized this and digitized their products. However, not only the range of digital sports options has an impact on the sporting goods industry, but also the increasing trust of customers in influencers, who now function perfectly as brand ambassadors - and in most cases address the absolutely right target group.

#1 Digital training is becoming increasingly popular

Peloton, Zwift, numerous apps or YouTube channels - the range of digital fitness is constantly expanding and growing. Driven by a desire for physical fulfillment and a desire to stay at home, digital fitness will not completely replace traditional sports and exercise, but will complement them in a “bionic” hybrid model. The majority of sports brands have to adjust to this – and of course adapt or expand the range. 

What does that mean for you? 

Build your online presence where it will be seen. Your target group loves Peloton? Then advertise there. Your customers are active YouTube athletes? Then you have found your channel. You should know your customers and your sports behavior. Use analysis tools, newsletter campaigns or simple surveys on your social channels.

#2 E-commerce is becoming increasingly important

The pandemic has also left its mark here. With the closure of numerous stores from 2020 to 2021 or even 2022, many brands were forced to shift their offer to an online shop. According to one study, the market share of purchases made online is now 25%, which is about six times higher than before the pandemic - and will remain so for the time being. For this reason alone, brands need to put e-commerce front and center and accelerate direct-to-consumer sales.

What does that mean for you?

Quite simply: online first! Of course you can expand your stationary presence, but now it's about reaching your target group online. With an online shop that gets stuck. And a buying experience that is fun and represents your brand. We at Mollie are the partner at your side. Our payment experts will help you to optimize your checkout and offer exactly the payment methods that your customers want.

#3 Marketing is migrating from big clubs to individual brand ambassadors

While the sports industry's advertising measures were mostly focused on the really big clubs and events, marketing in the industry works differently today. Due to the large number of cancellations of major events in recent years, individual brand ambassadors have increasingly come to the fore. Today, not only athletes themselves convince, but also influencers who address exactly the right target groups on their channels. 

What does that mean for you?

Work with influencers, athletes, brand ambassadors who fit you, your target group and your products. This allows you to reach the right people and keep your marketing budget low - appropriate at a time when budgeting is everything. 

The industry is shifting enormously

With ever-changing consumer behavior and increasing digitization, the sporting goods industry is changing significantly. Retailers see changes in the area of ​​traditional points of sale and supply chains in particular.

#1 A new shop experience is needed

Long before the pandemic, brick-and-mortar retail was shaky. The many closures due to the lockdown only promoted this development. During this time, consumers have learned above all that many things also work relatively easily online. This is exactly why many companies are now starting to turn shopping into a real experience. 

What does that mean for you?

To lure consumers back into stores, retail must find a new purpose, new experiences and new levels of convenience that digital cannot offer. It is also important that you make online shopping easy - with optimized payment processing that runs stress-free and reliably. A payment service provider like Mollie offers you a complete package of numerous integrations and plugins for your online shop, with which you can optimize your online shop while at the same time keeping an even better overview of your transactions.

#2 More Flexibility in Supply Chains

Flexible supply chains have become an integral part of the corporate agenda. In a post-COVID-19 world characterized by shorter demand cycles, e-commerce and closer relationships with consumers, they will become standard in some markets. Given the ongoing uncertainty, it will make sense to both build stronger supply chain partnerships and explore alternatives such as nearshoring.

What does that mean for you? 

Keep the overview! And create partnerships that last and, above all, help you to be more successful in e-commerce.

Like many other industries, the sports industry is also affected by the changes caused by digitization. In the coming years, the smaller sporting goods stores will be the main ones to close, while the market itself will focus on e-commerce and some really big sports groups. That's what the spokespersons for Sport 2000 and Intersport said at the Ispo sporting goods trade fair in Munich in early 2020. But what else is in store for the industry in the next few years - and what should you as an online retailer be prepared for? The study by McKinsey & Company and the World Federation Sporting Goods Industry (WFSGI) summarizes the changes, challenges and adjustments very well - you will get an insight in the following points. 

Change in consumer behavior

The biggest challenge for the sporting goods industry is and remains consumer behavior, because this is what determines the success of every company. The pandemic, the current crisis and the desire for more sustainability have had the greatest impact here. 

#1 It's getting looser

Even before the pandemic, athleisure was a mega trend. Behind this lies the trend that sportswear and everyday clothing are merging more and more. COVID-19 has now contributed to the blurring of the boundaries between work and leisure, and the acceptance of comfortable clothing in previously more formal contexts. As fashion brands increasingly penetrate this segment, sporting goods manufacturers must use their innovative skills and market knowledge to win in this increasingly competitive market.

What does that mean for you? 

As a company in the sports industry, it is important that you are present in all segments. Be there - whether in the classic "sports department" or with casual wear in the "women's department". Presence creates the basis for success here. 

#2 Physical activity is falling

The pandemic has also left its mark on physical activity. According to one study, around 40% of people are less active, while around 30% of people are more active. Unfortunately, there is already a gap between physical activity and income levels, with the less affluent households tending to exercise less. The current crisis is expected to push even more households into the lower income brackets, further widening the physical activity gap. For the sporting goods industry, this means adopting a multi-stakeholder approach to reduce sedentary lifestyles among the previously inactive population.

What does that mean for you?

Stay tuned! Keep your customers! You can do this with a direct-to-customer approach in which you stay close to your customers. Implement loyalty programs, personalized offers, write personal newsletters. Your payment options also help to meet the wishes of your customers. With Mollie, for example, you can easily purchase or purchase on account and thus help your customers through difficult times.

#3 Sustainability is becoming more and more important

Sustainability is becoming more and more important - also in the sporting goods industry. Many companies have now responded by introducing more sustainable products - a trend that has been accelerated by the pandemic. It is now up to companies to ensure sustainable supply chains. With recycling likely to be a bottleneck, brands need to look at innovative concepts such as B. the circular economy directly to the consumer.

What does that mean for you?

Keep nature in mind and create products that are sustainable. And present them publiclyby communicating your CSR concepts on your website. Sustainable campaigns, support for NGOs or our own social projects also create a reputation that lasts. In addition, the topic of sustainability is becoming an increasingly important decision-making criterion for an increasing number of customers. 

Sport is becoming more and more digital

The pandemic has already shown it: Sport at home, in the living room at home, is getting cooler and cooler. Many sports companies have already recognized this and digitized their products. However, not only the range of digital sports options has an impact on the sporting goods industry, but also the increasing trust of customers in influencers, who now function perfectly as brand ambassadors - and in most cases address the absolutely right target group.

#1 Digital training is becoming increasingly popular

Peloton, Zwift, numerous apps or YouTube channels - the range of digital fitness is constantly expanding and growing. Driven by a desire for physical fulfillment and a desire to stay at home, digital fitness will not completely replace traditional sports and exercise, but will complement them in a “bionic” hybrid model. The majority of sports brands have to adjust to this – and of course adapt or expand the range. 

What does that mean for you? 

Build your online presence where it will be seen. Your target group loves Peloton? Then advertise there. Your customers are active YouTube athletes? Then you have found your channel. You should know your customers and your sports behavior. Use analysis tools, newsletter campaigns or simple surveys on your social channels.

#2 E-commerce is becoming increasingly important

The pandemic has also left its mark here. With the closure of numerous stores from 2020 to 2021 or even 2022, many brands were forced to shift their offer to an online shop. According to one study, the market share of purchases made online is now 25%, which is about six times higher than before the pandemic - and will remain so for the time being. For this reason alone, brands need to put e-commerce front and center and accelerate direct-to-consumer sales.

What does that mean for you?

Quite simply: online first! Of course you can expand your stationary presence, but now it's about reaching your target group online. With an online shop that gets stuck. And a buying experience that is fun and represents your brand. We at Mollie are the partner at your side. Our payment experts will help you to optimize your checkout and offer exactly the payment methods that your customers want.

#3 Marketing is migrating from big clubs to individual brand ambassadors

While the sports industry's advertising measures were mostly focused on the really big clubs and events, marketing in the industry works differently today. Due to the large number of cancellations of major events in recent years, individual brand ambassadors have increasingly come to the fore. Today, not only athletes themselves convince, but also influencers who address exactly the right target groups on their channels. 

What does that mean for you?

Work with influencers, athletes, brand ambassadors who fit you, your target group and your products. This allows you to reach the right people and keep your marketing budget low - appropriate at a time when budgeting is everything. 

The industry is shifting enormously

With ever-changing consumer behavior and increasing digitization, the sporting goods industry is changing significantly. Retailers see changes in the area of ​​traditional points of sale and supply chains in particular.

#1 A new shop experience is needed

Long before the pandemic, brick-and-mortar retail was shaky. The many closures due to the lockdown only promoted this development. During this time, consumers have learned above all that many things also work relatively easily online. This is exactly why many companies are now starting to turn shopping into a real experience. 

What does that mean for you?

To lure consumers back into stores, retail must find a new purpose, new experiences and new levels of convenience that digital cannot offer. It is also important that you make online shopping easy - with optimized payment processing that runs stress-free and reliably. A payment service provider like Mollie offers you a complete package of numerous integrations and plugins for your online shop, with which you can optimize your online shop while at the same time keeping an even better overview of your transactions.

#2 More Flexibility in Supply Chains

Flexible supply chains have become an integral part of the corporate agenda. In a post-COVID-19 world characterized by shorter demand cycles, e-commerce and closer relationships with consumers, they will become standard in some markets. Given the ongoing uncertainty, it will make sense to both build stronger supply chain partnerships and explore alternatives such as nearshoring.

What does that mean for you? 

Keep the overview! And create partnerships that last and, above all, help you to be more successful in e-commerce.

Like many other industries, the sports industry is also affected by the changes caused by digitization. In the coming years, the smaller sporting goods stores will be the main ones to close, while the market itself will focus on e-commerce and some really big sports groups. That's what the spokespersons for Sport 2000 and Intersport said at the Ispo sporting goods trade fair in Munich in early 2020. But what else is in store for the industry in the next few years - and what should you as an online retailer be prepared for? The study by McKinsey & Company and the World Federation Sporting Goods Industry (WFSGI) summarizes the changes, challenges and adjustments very well - you will get an insight in the following points. 

Change in consumer behavior

The biggest challenge for the sporting goods industry is and remains consumer behavior, because this is what determines the success of every company. The pandemic, the current crisis and the desire for more sustainability have had the greatest impact here. 

#1 It's getting looser

Even before the pandemic, athleisure was a mega trend. Behind this lies the trend that sportswear and everyday clothing are merging more and more. COVID-19 has now contributed to the blurring of the boundaries between work and leisure, and the acceptance of comfortable clothing in previously more formal contexts. As fashion brands increasingly penetrate this segment, sporting goods manufacturers must use their innovative skills and market knowledge to win in this increasingly competitive market.

What does that mean for you? 

As a company in the sports industry, it is important that you are present in all segments. Be there - whether in the classic "sports department" or with casual wear in the "women's department". Presence creates the basis for success here. 

#2 Physical activity is falling

The pandemic has also left its mark on physical activity. According to one study, around 40% of people are less active, while around 30% of people are more active. Unfortunately, there is already a gap between physical activity and income levels, with the less affluent households tending to exercise less. The current crisis is expected to push even more households into the lower income brackets, further widening the physical activity gap. For the sporting goods industry, this means adopting a multi-stakeholder approach to reduce sedentary lifestyles among the previously inactive population.

What does that mean for you?

Stay tuned! Keep your customers! You can do this with a direct-to-customer approach in which you stay close to your customers. Implement loyalty programs, personalized offers, write personal newsletters. Your payment options also help to meet the wishes of your customers. With Mollie, for example, you can easily purchase or purchase on account and thus help your customers through difficult times.

#3 Sustainability is becoming more and more important

Sustainability is becoming more and more important - also in the sporting goods industry. Many companies have now responded by introducing more sustainable products - a trend that has been accelerated by the pandemic. It is now up to companies to ensure sustainable supply chains. With recycling likely to be a bottleneck, brands need to look at innovative concepts such as B. the circular economy directly to the consumer.

What does that mean for you?

Keep nature in mind and create products that are sustainable. And present them publiclyby communicating your CSR concepts on your website. Sustainable campaigns, support for NGOs or our own social projects also create a reputation that lasts. In addition, the topic of sustainability is becoming an increasingly important decision-making criterion for an increasing number of customers. 

Sport is becoming more and more digital

The pandemic has already shown it: Sport at home, in the living room at home, is getting cooler and cooler. Many sports companies have already recognized this and digitized their products. However, not only the range of digital sports options has an impact on the sporting goods industry, but also the increasing trust of customers in influencers, who now function perfectly as brand ambassadors - and in most cases address the absolutely right target group.

#1 Digital training is becoming increasingly popular

Peloton, Zwift, numerous apps or YouTube channels - the range of digital fitness is constantly expanding and growing. Driven by a desire for physical fulfillment and a desire to stay at home, digital fitness will not completely replace traditional sports and exercise, but will complement them in a “bionic” hybrid model. The majority of sports brands have to adjust to this – and of course adapt or expand the range. 

What does that mean for you? 

Build your online presence where it will be seen. Your target group loves Peloton? Then advertise there. Your customers are active YouTube athletes? Then you have found your channel. You should know your customers and your sports behavior. Use analysis tools, newsletter campaigns or simple surveys on your social channels.

#2 E-commerce is becoming increasingly important

The pandemic has also left its mark here. With the closure of numerous stores from 2020 to 2021 or even 2022, many brands were forced to shift their offer to an online shop. According to one study, the market share of purchases made online is now 25%, which is about six times higher than before the pandemic - and will remain so for the time being. For this reason alone, brands need to put e-commerce front and center and accelerate direct-to-consumer sales.

What does that mean for you?

Quite simply: online first! Of course you can expand your stationary presence, but now it's about reaching your target group online. With an online shop that gets stuck. And a buying experience that is fun and represents your brand. We at Mollie are the partner at your side. Our payment experts will help you to optimize your checkout and offer exactly the payment methods that your customers want.

#3 Marketing is migrating from big clubs to individual brand ambassadors

While the sports industry's advertising measures were mostly focused on the really big clubs and events, marketing in the industry works differently today. Due to the large number of cancellations of major events in recent years, individual brand ambassadors have increasingly come to the fore. Today, not only athletes themselves convince, but also influencers who address exactly the right target groups on their channels. 

What does that mean for you?

Work with influencers, athletes, brand ambassadors who fit you, your target group and your products. This allows you to reach the right people and keep your marketing budget low - appropriate at a time when budgeting is everything. 

The industry is shifting enormously

With ever-changing consumer behavior and increasing digitization, the sporting goods industry is changing significantly. Retailers see changes in the area of ​​traditional points of sale and supply chains in particular.

#1 A new shop experience is needed

Long before the pandemic, brick-and-mortar retail was shaky. The many closures due to the lockdown only promoted this development. During this time, consumers have learned above all that many things also work relatively easily online. This is exactly why many companies are now starting to turn shopping into a real experience. 

What does that mean for you?

To lure consumers back into stores, retail must find a new purpose, new experiences and new levels of convenience that digital cannot offer. It is also important that you make online shopping easy - with optimized payment processing that runs stress-free and reliably. A payment service provider like Mollie offers you a complete package of numerous integrations and plugins for your online shop, with which you can optimize your online shop while at the same time keeping an even better overview of your transactions.

#2 More Flexibility in Supply Chains

Flexible supply chains have become an integral part of the corporate agenda. In a post-COVID-19 world characterized by shorter demand cycles, e-commerce and closer relationships with consumers, they will become standard in some markets. Given the ongoing uncertainty, it will make sense to both build stronger supply chain partnerships and explore alternatives such as nearshoring.

What does that mean for you? 

Keep the overview! And create partnerships that last and, above all, help you to be more successful in e-commerce.

How to ensure your success in e-commerce

How do you ensure long-term success for your company as an online retailer in the sports sector? Quite simply: Adapt to the current changes and secure a business model for the future that is tailored to the wishes and ideas of your customers. Above all, your own online shop is important - but also a functioning presence on various marketplaces. How do you do it? With the right payment mix and the most popular means of payment to choose from.

There is no single solution for the right payment mix. Ultimately, it is important that you understand the market in which you operate. This is the only way you can offer exactly the payment options that your customers want.

Global card schemes are still the most popular payment method in the world, but global payment behavior is changing. Wallets and pass-through wallets are growing in popularity, and "Buy Now Pay Later" is becoming a must for some online businesses. If you know the ins and outs of a market, e.g. B. the fact that direct debit is very popular in Germany, but 70% of the Dutch prefer to use iDEAL, it is easy to find the right payment method.

The list of online payment methods is not getting smaller and it is becoming increasingly difficult to stay up to date and, above all, to find the right payment option for you. A good way to react quickly to changes in your customers' payment behavior is to work with a payment service provider that gives you, as a retailer, the opportunity to quickly activate and deactivate payment methods. In this way, you remain flexible and always offer your customers the best payment experience.

How do you ensure long-term success for your company as an online retailer in the sports sector? Quite simply: Adapt to the current changes and secure a business model for the future that is tailored to the wishes and ideas of your customers. Above all, your own online shop is important - but also a functioning presence on various marketplaces. How do you do it? With the right payment mix and the most popular means of payment to choose from.

There is no single solution for the right payment mix. Ultimately, it is important that you understand the market in which you operate. This is the only way you can offer exactly the payment options that your customers want.

Global card schemes are still the most popular payment method in the world, but global payment behavior is changing. Wallets and pass-through wallets are growing in popularity, and "Buy Now Pay Later" is becoming a must for some online businesses. If you know the ins and outs of a market, e.g. B. the fact that direct debit is very popular in Germany, but 70% of the Dutch prefer to use iDEAL, it is easy to find the right payment method.

The list of online payment methods is not getting smaller and it is becoming increasingly difficult to stay up to date and, above all, to find the right payment option for you. A good way to react quickly to changes in your customers' payment behavior is to work with a payment service provider that gives you, as a retailer, the opportunity to quickly activate and deactivate payment methods. In this way, you remain flexible and always offer your customers the best payment experience.

How do you ensure long-term success for your company as an online retailer in the sports sector? Quite simply: Adapt to the current changes and secure a business model for the future that is tailored to the wishes and ideas of your customers. Above all, your own online shop is important - but also a functioning presence on various marketplaces. How do you do it? With the right payment mix and the most popular means of payment to choose from.

There is no single solution for the right payment mix. Ultimately, it is important that you understand the market in which you operate. This is the only way you can offer exactly the payment options that your customers want.

Global card schemes are still the most popular payment method in the world, but global payment behavior is changing. Wallets and pass-through wallets are growing in popularity, and "Buy Now Pay Later" is becoming a must for some online businesses. If you know the ins and outs of a market, e.g. B. the fact that direct debit is very popular in Germany, but 70% of the Dutch prefer to use iDEAL, it is easy to find the right payment method.

The list of online payment methods is not getting smaller and it is becoming increasingly difficult to stay up to date and, above all, to find the right payment option for you. A good way to react quickly to changes in your customers' payment behavior is to work with a payment service provider that gives you, as a retailer, the opportunity to quickly activate and deactivate payment methods. In this way, you remain flexible and always offer your customers the best payment experience.

How do you ensure long-term success for your company as an online retailer in the sports sector? Quite simply: Adapt to the current changes and secure a business model for the future that is tailored to the wishes and ideas of your customers. Above all, your own online shop is important - but also a functioning presence on various marketplaces. How do you do it? With the right payment mix and the most popular means of payment to choose from.

There is no single solution for the right payment mix. Ultimately, it is important that you understand the market in which you operate. This is the only way you can offer exactly the payment options that your customers want.

Global card schemes are still the most popular payment method in the world, but global payment behavior is changing. Wallets and pass-through wallets are growing in popularity, and "Buy Now Pay Later" is becoming a must for some online businesses. If you know the ins and outs of a market, e.g. B. the fact that direct debit is very popular in Germany, but 70% of the Dutch prefer to use iDEAL, it is easy to find the right payment method.

The list of online payment methods is not getting smaller and it is becoming increasingly difficult to stay up to date and, above all, to find the right payment option for you. A good way to react quickly to changes in your customers' payment behavior is to work with a payment service provider that gives you, as a retailer, the opportunity to quickly activate and deactivate payment methods. In this way, you remain flexible and always offer your customers the best payment experience.

How Mollie can help you

With Mollie you can offer your customers a real shopping experience that suits you and your target group. With our integrations, you also keep track and create a checkout that makes payment easier than ever for your customers. Our dashboard gives you an absolute overview. 

One click to an individual payment experience

With Mollie you can activate more than 25 international payment options with just one click. Additionally, our customizable checkout gives you the best opportunity to brand through to the very last click. Offer your customers a simple checkout and demonstrably reduce shopping cart abandonment.

Stay flexible with the Mollie Dashboard

Our responsive dashboard gives you a clear view of your company's incoming and outgoing payments, providing real-time payment management, data and reports. It allows you to fully manage your payments and provides detailed information about payments, subscriptions and customers. You can also easily initiate refunds from the dashboard.

The Mollie dashboard not only helps you manage payments, but also allows you to compare time periods to track growth and make data-backed decisions to improve your work. It also gives you a great insight into how your business is performing and allows you to analyze what's working (and what's not). Need to export your payment details for your accounts? Yes, this is also possible with the dashboard. All data can be exported to your preferred accounting software for full reconciliation.

Mollie Capital helps with financial bottlenecks

Especially with a quick changeover to a new business model or when adapting to new technologies, things sometimes get tight in the financial area. That's exactly why we created Mollie Capital. Whether you're looking to increase inventory, expand into new markets, or launch a new website, we can help you fund your business growth. Mollie Capital gives you quick and easy business financing with no hassle and no hidden costs. And unlike conventional loans, you have access to the financing. We accompany you from the first step on your way to more success in e-commerce in the sports industry.

With Mollie you can offer your customers a real shopping experience that suits you and your target group. With our integrations, you also keep track and create a checkout that makes payment easier than ever for your customers. Our dashboard gives you an absolute overview. 

One click to an individual payment experience

With Mollie you can activate more than 25 international payment options with just one click. Additionally, our customizable checkout gives you the best opportunity to brand through to the very last click. Offer your customers a simple checkout and demonstrably reduce shopping cart abandonment.

Stay flexible with the Mollie Dashboard

Our responsive dashboard gives you a clear view of your company's incoming and outgoing payments, providing real-time payment management, data and reports. It allows you to fully manage your payments and provides detailed information about payments, subscriptions and customers. You can also easily initiate refunds from the dashboard.

The Mollie dashboard not only helps you manage payments, but also allows you to compare time periods to track growth and make data-backed decisions to improve your work. It also gives you a great insight into how your business is performing and allows you to analyze what's working (and what's not). Need to export your payment details for your accounts? Yes, this is also possible with the dashboard. All data can be exported to your preferred accounting software for full reconciliation.

Mollie Capital helps with financial bottlenecks

Especially with a quick changeover to a new business model or when adapting to new technologies, things sometimes get tight in the financial area. That's exactly why we created Mollie Capital. Whether you're looking to increase inventory, expand into new markets, or launch a new website, we can help you fund your business growth. Mollie Capital gives you quick and easy business financing with no hassle and no hidden costs. And unlike conventional loans, you have access to the financing. We accompany you from the first step on your way to more success in e-commerce in the sports industry.

With Mollie you can offer your customers a real shopping experience that suits you and your target group. With our integrations, you also keep track and create a checkout that makes payment easier than ever for your customers. Our dashboard gives you an absolute overview. 

One click to an individual payment experience

With Mollie you can activate more than 25 international payment options with just one click. Additionally, our customizable checkout gives you the best opportunity to brand through to the very last click. Offer your customers a simple checkout and demonstrably reduce shopping cart abandonment.

Stay flexible with the Mollie Dashboard

Our responsive dashboard gives you a clear view of your company's incoming and outgoing payments, providing real-time payment management, data and reports. It allows you to fully manage your payments and provides detailed information about payments, subscriptions and customers. You can also easily initiate refunds from the dashboard.

The Mollie dashboard not only helps you manage payments, but also allows you to compare time periods to track growth and make data-backed decisions to improve your work. It also gives you a great insight into how your business is performing and allows you to analyze what's working (and what's not). Need to export your payment details for your accounts? Yes, this is also possible with the dashboard. All data can be exported to your preferred accounting software for full reconciliation.

Mollie Capital helps with financial bottlenecks

Especially with a quick changeover to a new business model or when adapting to new technologies, things sometimes get tight in the financial area. That's exactly why we created Mollie Capital. Whether you're looking to increase inventory, expand into new markets, or launch a new website, we can help you fund your business growth. Mollie Capital gives you quick and easy business financing with no hassle and no hidden costs. And unlike conventional loans, you have access to the financing. We accompany you from the first step on your way to more success in e-commerce in the sports industry.

With Mollie you can offer your customers a real shopping experience that suits you and your target group. With our integrations, you also keep track and create a checkout that makes payment easier than ever for your customers. Our dashboard gives you an absolute overview. 

One click to an individual payment experience

With Mollie you can activate more than 25 international payment options with just one click. Additionally, our customizable checkout gives you the best opportunity to brand through to the very last click. Offer your customers a simple checkout and demonstrably reduce shopping cart abandonment.

Stay flexible with the Mollie Dashboard

Our responsive dashboard gives you a clear view of your company's incoming and outgoing payments, providing real-time payment management, data and reports. It allows you to fully manage your payments and provides detailed information about payments, subscriptions and customers. You can also easily initiate refunds from the dashboard.

The Mollie dashboard not only helps you manage payments, but also allows you to compare time periods to track growth and make data-backed decisions to improve your work. It also gives you a great insight into how your business is performing and allows you to analyze what's working (and what's not). Need to export your payment details for your accounts? Yes, this is also possible with the dashboard. All data can be exported to your preferred accounting software for full reconciliation.

Mollie Capital helps with financial bottlenecks

Especially with a quick changeover to a new business model or when adapting to new technologies, things sometimes get tight in the financial area. That's exactly why we created Mollie Capital. Whether you're looking to increase inventory, expand into new markets, or launch a new website, we can help you fund your business growth. Mollie Capital gives you quick and easy business financing with no hassle and no hidden costs. And unlike conventional loans, you have access to the financing. We accompany you from the first step on your way to more success in e-commerce in the sports industry.

Conclusion

Although the sports industry is still booming, it is being influenced by very different changes. Digitization is advancing more and more, while at the same time typical sportswear is merging with leisure looks. Sport has been done at home and online since Corona and the community spirit is getting stronger - even when the yoga mat is rolled out in front of the TV at home. For you as an online retailer in the sports sector, this means: observe, analyze, adapt. You do this not only with the right analysis tools, but also with the right partners at your side. 

Want to know more about Mollie? Then contact our sales team now or register directly.

Although the sports industry is still booming, it is being influenced by very different changes. Digitization is advancing more and more, while at the same time typical sportswear is merging with leisure looks. Sport has been done at home and online since Corona and the community spirit is getting stronger - even when the yoga mat is rolled out in front of the TV at home. For you as an online retailer in the sports sector, this means: observe, analyze, adapt. You do this not only with the right analysis tools, but also with the right partners at your side. 

Want to know more about Mollie? Then contact our sales team now or register directly.

Although the sports industry is still booming, it is being influenced by very different changes. Digitization is advancing more and more, while at the same time typical sportswear is merging with leisure looks. Sport has been done at home and online since Corona and the community spirit is getting stronger - even when the yoga mat is rolled out in front of the TV at home. For you as an online retailer in the sports sector, this means: observe, analyze, adapt. You do this not only with the right analysis tools, but also with the right partners at your side. 

Want to know more about Mollie? Then contact our sales team now or register directly.

Although the sports industry is still booming, it is being influenced by very different changes. Digitization is advancing more and more, while at the same time typical sportswear is merging with leisure looks. Sport has been done at home and online since Corona and the community spirit is getting stronger - even when the yoga mat is rolled out in front of the TV at home. For you as an online retailer in the sports sector, this means: observe, analyze, adapt. You do this not only with the right analysis tools, but also with the right partners at your side. 

Want to know more about Mollie? Then contact our sales team now or register directly.

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Table of contents

Table of contents

MollieGrowthEcommerce in the sports industry: Our tips, insights & expert knowledge
MollieGrowthEcommerce in the sports industry: Our tips, insights & expert knowledge