Final yr, Decathlon generated 26 p.c of its German commerce quantity on-line. {The marketplace}’s share inside that has practically doubled in only one yr. The platform serves as a catalyst for progress for Decathlon, each in Germany and past.
Globally, Decathlon achieved a income of 16.2 billion euros final yr. Adjusted for inflation, this represents a 3.8 p.c improve in comparison with the earlier yr.
On-line income
Digital gross sales have gotten more and more essential for the French sporting items retailer. Final yr, 20 p.c of its world income got here from on-line gross sales, together with ecommerce, in-store related orders, and marketplaces – up from 17 p.c in 2023. In Germany, nonetheless, the net share is considerably larger.
Decathlon sells billions of euros price of merchandise on-line
In its stories, Decathlon additionally emphasizes its deal with the significance of the planet and folks. Regardless of gross sales progress, the corporate diminished its CO2 emissions final yr. Moreover, it continues to make use of extra folks, now with workers from 87 completely different nationalities. The proportion of ladies 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 outstanding improvement of the net market”, which accounted for 20 p.c of digital gross sales final yr. For comparability: in 2023, this was 11 p.c, and in 2022, simply 7 p.c.
German market share has tripled since 2022
On condition that Decathlon’s German market has not been energetic for very lengthy, its fast progress isn’t a surprise. Nevertheless, platform gross sales are exceeding expectations. It has change into a catalyst for additional worthwhile on-line progress, very like 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 nations, together with Germany. Since final spring, promoting companions have additionally been capable of supply used sporting items on Decathlon.de.