Nike Inc. finished its fiscal 2023 fourth quarter (which ended May 31) with digital sales growing once again.

The apparel/accessories retailer grew its digital sales 14% in Q4 and 24% in the fiscal year. Nike Digital sales accounted for 26% of total sales in fiscal 2023.

In pre-pandemic 2019, Nike Digital sales accounted for 10% of total sales. Nike Digital refers to sales made through the retailer’s websites and apps.

Nike ranks No. 9 in the Top 1000, Digital Commerce 360’s database of the largest North American e-retailers.

Fourth-quarter Nike revenue increased 5% compared with the prior year, to $12.8 billion. Full year revenue increased 10% compared with fiscal 2022, to $51.2 billion.

John Donahoe, president and CEO, said consumers want digital and physical access to the brand.

“They use different shopping occasions to use different channels,” Donahoe said. “Consumers expect us to know who they are, and consumers have said to us they want a consistent and seamless experience. And so that is what has driven our marketplace strategy.”

Nike Digital sales

In North America, Nike Digital sales grew 17%. And in Europe, the Middle East and Africa (EMEA), Nike Digital sales grew 24%.

In China, Nike Digital sales declined 12% “as consumer buying continues to over index in brick-and-mortar versus the prior year,” said Matthew Friend, executive vice president and chief financial officer, in the retailer’s Q4 2023 earnings call.

Meanwhile, Nike Digital sales in Asia Pacific and Latin America (APLA) grew 9%.

Based on Nike Digital sales accounting for 26% of total sales, Digital Commerce 360 estimates Nike ecommerce sales to have reached about $13.3 billion in fiscal 2023.

“We continue to invest to grow based on the fact that the consumer continues to choose to shop in our stores and in our digital channels — or at least to engage in our digital channels — before they go try to find the product that they want in the wholesale marketplace,” Friend said.

Traffic analysis

Nike’s digital conversion traffic decreased 5.8% in the Q4 FY 2023 compared with Q4 FY 2022, according to a Similarweb analysis. Similarweb monitors website traffic.

In May 2023, while Nike held 42.5% digital market share, the largest among the top 10 sports apparel brands, its share declined 6.2% compared to the previous year, according to Similarweb. Nike traffic to the Dick’s Sporting Goods website decreased 3.4% year over year in Q4 2023.

“With the COVID-19 pandemic functioning as a catalyst, Nike’s shift to DTC sales accelerated, and the company began employing a combination of scaling back wholesale partnerships while expanding direct channels like the Nike website and Nike app,” wrote Sneha Pandey, insights manager at Similarweb. “However, with pandemic ecommerce tailwinds slowing down and market dynamics changing, Nike has had to re-evaluate its distribution strategy and move toward a better balance between DTC and wholesale.”

Source: Similarweb

Direct-to-consumer sales

Sales through Nike Direct, which refers to the retailer’s direct-to-consumer sales (online and offline), grew 15% year over year in the fourth quarter. Nike Direct grew 18% year over year in the fourth quarter; Nike Direct revenue reached $5.5 billion in fiscal Q4 2023. For the full fiscal year, Nike Direct revenue increased 14% to $21.3 billion.

Nike DTC sales in its physical stores increased 24% in Q4.

In North America, Nike Direct sales revenue grew 15% in Q4. Nike Direct sales grew 28% in EMEA. In China, Nike Direct sales grew 19%. Meanwhile, Nike Direct sales in APLA grew 9%.

Nike Q4 2023 earnings summary

For the fiscal fourth quarter ended May 31, Nike Inc. reported:

• Fourth-quarter revenue increased to $12.83 billion. That’s up 5% from $12.23 billion in the previous fiscal fourth quarter.
• Nike Direct revenue was $5.5 billion, up 15% from the year-ago period.
• Nike-owned stores grew 24%, and Nike Digital sales increased 14%.

For the full fiscal year ended May 31, Nike reported:

• Total revenue was $51.22 billion. That’s up 10% from $46.71 billion in the previous fiscal year.
• Nike Direct revenue was $21.3 billion, up 14% from the previous year.
• Nike Digital sales grew 24%, and Nike-owned store sales grew 14%.

Percentage changes may not align exactly with dollar figures due to rounding.

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