These are the most relevant European SPORT marketplaces in 2024
The European market for sport marketplaces is dynamic and ever-evolving. Here are the key B2C marketplaces for sport brands in Europe.
The most important marketplaces
The “Big Four”:
- Zalando: Known for its extensive range of sports fashion, shoes, and accessories, Zalando is refocusing its 2024 strategy on sports.
- Amazon: Offers a wide array of sports products, from hard goods to sports fashion.
- Decathlon: Rapidly expanding with a clear focus on sports, Decathlon has established itself as a dominant player.
The fourth major player varies by country, known as “Local Heroes” or Emerging Marketplaces:
- Fashion Days Group: Focuses on sports fashion and has a strong presence in Eastern Europe.
- eMAG: An Eastern European marketplace specializing more in sport hard goods.
- Obelink: A Dutch marketplace offering camping and outdoor gear.
- ELLOS GROUP: A Scandinavian marketplace for home & living, fashion, and sportswear for women.
- SportDeal: A Dutch marketplace for sports and outdoor equipment with discount offers.
- showroomprive.com: A French shopping club.
- SHEIN: A Chinese marketplace that is now influencing all categories.
Market changes and developments
Market instabilities: Some marketplaces are facing significant challenges due to bankruptcy. FARFETCH, THE KADEWE GROUP GmbH, and SportScheck are among those struggling. However, SportScheck has found a buyer in the Italian sports retailer Cisalfa, which may provide some relief and stability moving forward.
Exits from the Quadrant: There are also notable departures from the marketplace focus. IIC-INTERSPORT International Corporation GmbH and GALERIA Karstadt Kaufhof GmbH have decided to withdraw. Additionally, Aktiesport and Perrysport are merging with SPRINTER, thereby expanding their Spanish sports legacy and consolidating their market presence.
Conclusion
Numerous departures due to bankruptcies, mergers and sales mark a difficult year for the industry. A number of new entrants and local heros make it clear that established marketplaces cannot rest on their laurels and that it is worthwhile for manufacturers, retailers and brands to keep abreast of new players. The selection should be guided by the desired target group.