Sales of sporting goods on the internet in the five biggest European markets - France, England, Germany, Italy and Spain – grew by 19 percent in 2014, generating a turnover of €6.5 billion, €1 billion more than in 2013. According to the NPD Group, online purchases accounted for 18 percent of the sports market's total sales in Europe last year, a significant share and yet a relatively low portion as compared to other consumer sectors. For toys, for example, online sales represented a quarter of total retail revenues.
In order to analyze the online purchasing habits in the five countries above, NPD examined 350,000 purchases of sports goods in those countries. The market research company reveals that almost two-thirds of consumers finalize their purchasing decisions only when they get to the store. In-store advice is therefore crucial. The study also reveals that, in 61 percent of the cases the purchase of a sports item is primarily motivated by the need for a product, as opposed to a particular brand or model.
One-third of the purchases of sporting goods are spontaneous. Here consumers decide to buy on the spot, thanks to the various attractions they come across in the shop, complementing the trends of the moment, and drive their purchasing decision.
With regard to prices, the general assumption that products are cheaper on the internet than in store does not necessarily correspond to the truth, says NPD. In the case of hiking boots, for example, prices in 2014 were an average 10 percent higher on the web than in brick-and-mortar locations. However, prices tend to be considerably more competitive for higher-range products online. When the value of the product is higher, the consumer can make significant savings by opting for an internet retailer.
In the years to come, if online sales were to increase further, while not exceeding 50 percent of the global market, it will be to the benefit of the big retail chains that are well-established both in physical shops and on the web, says NPD. Those retailers can take advantage of the interplay of both ranges and shopping platforms, and consumers are increasingly getting used to click-and-collect formulas.
Finally, the study highlights the growth in the sale of used items on the internet. Children's bicycles and products that are expensive when bought new are among the most desired products. For many sports goods, such as ski and fitness equipment or bicycles, the second-hand market on the web offers good growth potential for the years to come.
