Key Ecommerce Statistics on Sporting Goods Ecommerce Category – Snapshot

Sporting Goods

Sporting Goods Ecommerce Statistics

Sporting Goods sales run on a flat road in 2022

Sales from the 81 sporting goods retailers in the Top 1000 remained essentially flat in 2022 at $22.46 billion. That’s just 0.04% — $100 million — more than 2021. 

And although those sporting goods retailers maintained a 2.3% median conversion rate both years, they increased the median AOV to $261 from $231. Those aged 25-34 bought the most from Top 1000 sporting goods retailers in 2022. No other age group accounted for 20% or more of the category’s sales, though those 35-44 came close at 19.3%.


Sporting Goods industry is walking on a high incline

The share of Top 1000 sales from sporting good retailers dipped slightly in 2022 — to 33.6% from 34% in 2021. At the same time, total sporting good sales in the U.S. (at physical stores and online) grew to $66.825 billion in 2022 from $65.723 billion in 2021 — that’s 1.7% growth in the category. So U.S. sporting goods sales grew both online and in physical stores in 2022.

The median monthly unique visitor count dropped among sporting goods retailers in the Top 1000, to about 504,000 from about 519,000. 

Online sales of sporting goods grow slowly

Sales hardly grew in the sporting goods category, and they grew even slower online (0.4% year over year) than they did at physical stores. Total sales (online and offline) grew just 1.7% for the category.

Sporting Goods shoppers by age group

Shoppers ages 25-34 buy more from Top 1000 sporting goods than other age groups. However, the sales split by age group doesn’t vary too much. The youngest (18-24) and oldest (65+) buy sporting goods products the least (14.6% and 10.7%, respectively). Starting with the 25-34 age group, data shows shoppers buy less and less from Top 1000 sporting goods retailers as they get older.

Those 35-44 accounted for 19.3% of the Top 1000 category’s sales, and those 45-54 accounted for 17.8%. Shoppers ages 55-64 accounted for 15.3% of the category’s sales. 



Source: Digital Commerce 360 1. Digital Commerce 360 analysis of SimilarWeb traffic data. 2. Includes only U.S. sales from the sites of U.S.-owned retailers for consistency with the U.S. Department of Commerce’s methodology. 3. Digital Commerce 360 analysis of U.S. Department of Commerce retail data. 4. Medians won’t sum to 100%

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