Millennials between the ages of 28 and 43 are the most keen on online sports shopping, accounting for 45% of all purchases made through e-commerce.
A 2024 Global Sports Goods Report gives an overview of RetailX research, which details consumer spending habits in recent months.
Mobile commerce is also growing, with 29% of millennials making purchases using TikTok to buy sports goods.
On average, European consumers spend $53.33 a year on sports goods. However, Asia spends $57.19 per person.
The sector has experienced a shift in sales in the last two years. A post-pandemic “recalibration has happened,” researchers state. Total online revenue from the sector hit $42 billion in 2023, a decline from 2022’s $43.4 billion.
GenX and GenZ’s love for sport gear
Customers aged 44 to 59 and GenZ (12 to 27) account for 38% and 38% of sports purchases online, respectively.
“This points, in part, to the fashion element of sports goods driving this younger end of the market,” states the report.
Sports goods are considered a “luxury, discretionary spend,” regardless of whether they are sports—or fashion-focused.”
The importance of delivery
The main priority among e-commerce customers is the delivery of their online purchases. This is particularly important for sports goods consumers when deciding where to buy sports goods.
RetailX research found that 60% of sports goods consumers will purchase items 20 times throughout 2023 and have them delivered.
This is behind only homewares (83%), fashion (80%), and cosmetics (70%), all sectors with strong e-commerce usage numbers.
- 22% of sports goods consumers want same-day delivery.
- 30% are mostly or always willing to pay for the quick service.
- 52% of sports goods shoppers globally see next-day delivery as important for all or most of their purchases.
The report found that a surprising number are looking to get what they buy almost instantly, while the vast majority expect to get it the next day.
“This points to e-commerce in sports goods increasingly being a mature channel among shoppers worldwide, with expectations in delivery being a key factor in choosing where to buy from,” reads the report.
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About the author
Mia is a multi-award-winning journalist. She has more than 14 years of experience in mainstream media. She's covered many historic moments that happened in Africa and internationally. She has a strong focus on human interest stories, to bring her readers and viewers closer to the topics at hand.
