The Top 4 Sports Marketplaces in Europe


To successfully sell sports equipment and clothing online, it’s crucial to identify the preferred shopping destinations of your customers. As the popularity of sports continues to rise and e-commerce gains momentum, online marketplaces have emerged as a go-to hub for sports enthusiasts seeking the gear they need. In the European region, the UK and Germany have secured the top positions in the e-commerce sports and outdoor market with revenue of 3.82 billion and 2.9 billion U.S. dollars, respectively. A significant portion of the 23.7 percent of products sold in the global online sports and outdoor industry in 2022 were purchased on marketplaces.

To leverage this trend and expand your reach to a broader audience, establishing a strong presence on sports marketplaces is vital. This goes beyond just listing in the “sports” category on general e-commerce platforms like Amazon. However, with the abundance of options available, determining where to start can be daunting. Therefore, we have curated a list of the top 4 sports marketplaces in Europe for 2023, to assist you in reaching your target audience and amplifying your sales.

1/ Decathlon

Decathlon, the world leader in the sports market, is to become the top online marketplace for sports enthusiasts. With approximately 1,500 physical stores across 55 countries, Decathlon offers sellers the benefit of its strong reputation both online and offline, resulting in optimal visibility for their products. The Belgian Decathlon marketplace alone attracts for example more than 13 million unique visitors each month.

If you want to expand your business internationally, publishing your products on Decathlon marketplace is a great way to do so, as the platform is available in many European countries including the UK, Belgium, France, Germany, Spain, Italy, the Netherlands, Poland, and Portugal.

Sell on Decathlon

Boost your visibility and increase your sales on Decathlon with Lengow…

Learn more

2/ Alltricks

Alltricks, available in France, Spain, Italy, and Germany, is a leading sports marketplace in Europe, specializing in cycling, running, and outdoor equipment. With a catalog of 160,000 SKUs and 876 brands on its site, Alltricks shipped 6 million items in 2022 (+30 growth yoy). The marketplace boasts a user-friendly platform with intuitive navigation, making it easy for customers to find and purchase products.

Additionally, Alltricks offers various features to increase visibility and sales, such as promoting seller products on the homepage and offering personalized recommendations to customers.

3/ Colizey

Colizey, a 2019 sports marketplace based in France, may come as a surprise to some. However, it’s worth noting that Colizey specializes in team sports and outdoor activities, offering sellers access to a highly engaged audience of sports enthusiasts. It is the only one of these 5 marketplaces to have a focus on the most technical products with a very high average basket. According to Colizey, the number of items available on their marketplace increased from 220,000 in 2021 to over 1 million by the end of 2022.

Customers can navigate the user-friendly platform with ease, enabling them to find and purchase products efficiently. Colizey also provides personalized product recommendations and sellers can benefit from various marketing tools, such as promotional banners and sponsored products, to increase visibility and sales. Colizey operates in France, Belgium, and Switzerland. Other countries in Europe are planned.

4/ Zalando

Zalando, a renowned marketplace in Europe with over 48 million customers, offers a diverse range of categories, including clothing, shoes, accessories, beauty, designer products, and sports. Although it’s not a sports-only marketplace, sports is a strong segment on the platform. Zalando focuses on maintaining customer satisfaction by ensuring specific delivery conditions are met, and offering facilitated returns. The marketplace also operates the Zalando Fulfillment Service (ZFS) program, enabling sellers to access their extensive logistics network, delivery, and warehousing facilities. By utilizing Zalando’s services, brands can increase visibility and product exposure, highlighting their sports products in search results and reaching the vast customer base of the marketplace.

Did you know that…

Lengow customers on Zalando experience on average +15% growth year on year and get a 21% higher basket size on average vs overall Zalando sellers?

Start Selling on Sports Marketplaces!

Adrian Gmelch

Adrian Gmelch is a tech and e-commerce enthusiast. He initially worked for an international PR agency in Paris for large tech companies before joining Lengow's international field marketing & content team.

Your e-commerce library

4 Top Tips for Selling on Marketplaces (Home and Garden)

Learn more

Marketplace Horror Stories

Learn more

Master Intelligent Google Campaigns

Learn more

Sign up for our newsletter

By submitting this form you authorize Lengow to process your data for the purpose of sending you Lengow newsletters . You have the right to access, rectify and delete this data, to oppose its processing, to limit its use, to render it portable and to define the guidelines relating to its fate in the event of death. You can exercise these rights at any time by writing to