Hey there,
Let me start with a confession: I used to think buying sporting goods online was too risky—like I'd inevitably end up with the wrong size running shoes or a leaky water bottle. But after seeing some recent consumer research from eMarketer, I realized times have changed in a major way. More than 80% of consumers are already willing to buy sporting goods online—ranging from simple items like shoes and jerseys, all the way to massive treadmills and weight sets.
Where Sporting Goods Stand in the E-Commerce World
Sporting goods occupy this fascinating sweet spot between apparel and “larger lifestyle” products. It’s an incredibly broad category with varying consumer comfort levels about buying each product type online. Let’s be real: buying a basketball or a new pair of running shorts online feels easy for most of us. But ordering a treadmill? That’s where some folks get skittish. It made me feel a bit relieved to know I’m not alone in sometimes wanting to see that piece of workout equipment up close before committing to it.
But guess what? The data shows that across all categories, over 80% of consumers are at least somewhat open to buying sporting goods online. For the smaller items—like tennis balls or sweat-wicking workout tees—we’re talking closer to 90%. That’s major. It means the barriers we once worried about, like “Will it fit?” or “Is it good quality?” are being overshadowed by the convenience of online shopping. And it’s only gaining speed. If you’re a sporting goods seller, that’s music to your ears—especially since that kind of momentum suggests plenty of opportunity to expand your digital storefront.
Balancing Fit, Feel, and Fear of Shipping Nightmares
The question, of course, is why do some people still hesitate to buy bigger, pricier items online? It boils down to three main concerns:
Quality and durability
Damages during shipping
Cost of shipping
No one wants to drop hundreds (or thousands) of dollars on a home gym system, only to have it arrive dinged up or in need of a complicated return process.
Smaller items, on the other hand—team jerseys, yoga mats—are practically tailor-made for fast shipping and easy returns. Consumers increasingly expect 2-3 day delivery for these products. Millennials and Gen Z, in particular, push those expectations even higher, with up to 40% expecting same-day or next-day delivery. While this can be challenging, it’s also a golden opportunity to stand out by offering the speed shoppers crave.
Free Returns, Money-Back Guarantees, and the Quest for Trust
You know that sinking feeling when you open a package and realize it’s just not what you’d hoped for? That’s why Radial’s data shows free returns are a top motivator for shoppers—especially women (22% said it was crucial, compared to 15% of men). Meanwhile, men gravitate more toward money-back guarantees. In both cases, the key word is trust.
If your brand wants to be a serious player online, you’ve got to make returns hassle-free. Think preprinted shipping labels, easy drop-off locations, or in-store returns—anything to remove friction. When you add a money-back guarantee on top of free returns, you’re effectively telling customers: “We believe in our gear so strongly, we’ll take it back if it doesn’t meet your needs—no questions asked.” That confidence can turn first-time browsers into lifelong fans who rave about your brand.
Where the Industry Is Headed—7.3% Growth and Beyond
Let’s talk about the future. According to eMarketer data, sporting goods and fitness are on a 7.3% annual growth trajectory over the next five years—well above the overall retail growth rate of 3.5%. By 2028, the category could hit $53B.
How do retailers capture this growth?
Double Down on Strengths: Keep nailing the seamless online experience for smaller items, and develop a cost-effective shipping plan for bigger products.
Anticipate Shifting Habits: Baby Boomers replace gear when it wears out; Gen Z and Millennials tend to purchase around new fitness routines or seasonal changes. If you can reach them right when they’re adopting a fresh workout plan, you’re already winning.
Make It Easy: Provide a reliable reordering system for older demographics who want hassle-free repeat purchases.
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Written by Akhil Suresh Nair, the founder & CEO of Xena Intelligence - the AI tech for eCommerce brands