The digital agency Nethletes founded by Sport 2000 has published an e-commerce study on the sports industry for the first time. With data from 70 dealers, 30 brands and the Sport 2000, the study, carried out in the second half of 2024, is to provide new insights into the performance of the sports online retail.
The study worked out that dealers and brands tend to rely on different social media strategies. Brands usually choose the way via platforms such as Instagram and Tiktok, while retailers build on SEO and newsletter marketing. This can also be seen in the different levels of competence in the SEO area: dealers are often characterized by well-thought-out keyword strategies. There is often a need for improvement in brands. Apple Pay (39%) and Google Pay (27%) are increasing across all channels.
In many cases, retailers and brands also focus on the services offered during online shopping. D2C brands mostly offer low-threshold, free shipping, with running brands the particularly long return deadlines stand out. Both brands and retailers are not very common in a special post-purchase experience, for example with sustainable packaging or personalized side dishes.
“This study gives our partners and us valuable orientation to remain successful in a highly competitive market. The focus on the sports industry and the combination of internal partner data and external analysis make this study a unique instrument and strengthen our position as an innovation leader in sports retailers,” says Dominik Solleder, Managing Director of Sport 2000. “This study was an adventure for us – with an uncertainty, but clear Use.