Brands in the fitness industry are relying on sports ecommerce websites more than ever as online sales continue to see explosive growth. But you need more than a simple site design and domain name — you need a highly engaging online storefront to attract and retain customers.
It doesn’t matter if you’re an established brand or just starting your business. A high-performing ecommerce site is an essential part of growing a profitable online sports brand. Check out this guide for a closer look at seven of the top sports ecommerce websites and what makes them successful so you can apply similar strategies to your own store.
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An effective website design is an important part of growing a successful sports ecommerce business. Customers expect an engaging and pleasant shopping experience from browsing to checkout. Here are a few more ways in which design plays a major role in your store’s performance:
User experience (UX) and navigation: Easy-to-use menus, filters, and product categories streamline the shopping process and can increase conversions
Brand identity and trust: A professional design shows customers your brand can be trusted and can encourage new visitors to make their first purchase
Mobile responsiveness: More and more shoppers are using mobile devices, so a mobile-friendly site will be vital for online sales
Optimized performance and speed: Slow-loading pages lead to higher bounce rates, so optimize images, caching, and CDN usage for a faster experience
Customers also respond better to quick navigation, detailed product descriptions, and rich imagery that shows off your products in everyday situations. In essence, your fitness ecommerce site should fulfill these criteria while also maximizing revenue potential.
Reviewing successful sports ecommerce stores can give you valuable insights into what works well to engage customers and what falls short. The table below includes some of the best sports ecommerce sites, ranging from brands recognized across the globe to rising stars:
Rank
Store
Platform
Revenue
1
Gymshark
Shopify
$700 million
2
Academy Sports + Outdoors
Custom Cart
$301 to $500 million
3
Camping World
Salesforce Commerce
$501 million to $1 billion
4
Cabela’s
HCL Commerce
$201 to $300 million
5
REI
Custom Cart
$101 to $200 million
6
Patagonia
Salesforce Commerce
$51 to $100 million
7
Bass Pro Shops
HCL Commerce
$31 to $50 million
Each website on our list prioritizes high-quality design, user experience, and customer engagement by using tools for ecommerce to the fullest. Let’s take a closer look at each one:
Gymshark is one of the most successful Shopify fitness stores, generating around $700 million in revenue annually. When you look at the brand’s website, it’s not surprising to see why. Engaging video content and images give shoppers a closer view of the products, which include workout apparel for men, women, and children, as well as accessories and equipment like weightlifting gloves, belts, hats, and even water bottles.
Website highlights
Crisp, captivating video content that draws in visitors
Large menu simplifies navigating the site and browsing product categories
Clean site design and layout that uses white space to its advantage
Key takeaways
Incorporate video content to show customers your products in use
Looking for fishing gear? How about a pair of Nikes? Whatever the product, you can find it on Academy Sports + Outdoors. The brand offers a wide range of sporting goods, apparel, and footwear and caters to athletes, fitness aficionados, and outdoor enthusiasts. There’s a lot to explore on this sports ecommerce site, but it’s the layout that makes it easy for shoppers to scroll current sales, browse different product categories, and search for specific items.
Website highlights
Organized categories and intuitive search for effortless browsing
Product reviews and customer ratings for more informed buying decisions
Responsive mobile experience improves the user experience
Key takeaways
Make product discovery simple for your website visitors with smart search and user-generated reviews
Optimize your store for mobile to ensure a smooth online shopping experience on any device
Camping World specializes in RV sales and financing, maintenance and repair, parts, and outdoor and recreational gear. The brand’s target market includes campers, RV buyers and sellers, and outdoor enthusiasts. The company also offers RV maintenance and displays this service prominently to make it easy for customers to navigate to what they need.
Website highlights
Clean, user-friendly interface
Easy product search and comparison tools
Streamlined scheduling for RV service and maintenance
Loyalty program for repeat customers
Key takeaways
Make navigation easy for a smooth user experience and visitor engagement
You can also utilize retention strategies like memberships and loyalty programs to keep long-term customers
Cabela’s is a leader in hunting, fishing, and outdoor gear tailored to avid hunters and outdoor sports folks. And with $200 million in revenue annually, it’s safe to say Cabela’s is a top competitor among hunting and fishing retailers that sell online. Plus, the brand’s shopping experience is convenient with multiple options for customers to receive their items.
Website highlights
Engaging imagery and detailed product descriptions
In-store pickup options for more convenience
Membership perks and customer rewards
Key takeaways
Use high-quality visuals and product descriptions to improve customer engagement
Showcase sales and discounted products on your sports ecommerce homepage
Try to offer multiple fulfillment options to upgrade the shopping experience
REI Co-Op sells outdoor recreation equipment and apparel for hikers, climbers, cyclists, campers, and anyone excited about outdoor activities and exploring nature. There’s an emphasis on sustainability across the brand’s products, which cater to eco-conscious individuals who are looking for environmentally friendly items.
Website highlights
Sustainability-focused product pages and engaging imagery
Interactive gear guides and buying recommendations
Strong community engagement through blogs and events
Key takeaways
Align your customers’ shopping experience with your brand values to create inclusivity
Engage visitors and repeat customers through community-focused content like blogs, webinars, or podcasts
Patagonia is known for high-quality outdoor apparel and its continuous commitment to environmental sustainability. The Worn Wear and Patagonia Provisions programs take the shopping experience to another level with products that encompass the brand’s values and eco-conscious practices.
Website highlights
Clear messaging around brand values, sustainability, and eco-friendly practices
Easy-to-navigate product categories and pages
Lifetime warranty and repair services for all products
Key takeaways
Be transparent with clear brand values to build long-term customer trust
Offer warranties or repair and replacement options so customers are confident in buying from your store
Bass Pro Shops is another well-known sports and equipment brand that’s taking business online — and seeing continuous success. The brand’s website provides in-depth insights into each product it showcases and makes it easy for shoppers to locate stores near their areas. This added layer of convenience further elevates the shopping experience for customers who want to see items in person before buying.
Website highlights
In-depth product guides
Interactive store locator for online-to-offline experiences
Personalized email and SMS offers
Key takeaways
Take advantage of an omnichannel approach to encourage both online and in-store sales
Refine the user experience with clear messaging and navigation between product types
Key features to include in your sports ecommerce website
Online sports sales are steadily growing, and email marketing plays a large role in customer conversions. An average email open rate of 28.8% and click-to-conversion rates of 8.69% show us exactly why following ecommerce best practices for online sports sales is more important than ever.
And you can maximize your potential in this niche even more by using similar approaches as other successful online sports retailers, including:
Personalized recommendations: Help customers find the gear they want faster while increasing your upsell opportunities
Product images and videos: Showcase apparel and equipment as clearly as possible so customers can see exactly what they’re getting
Seamless checkout process: Make checkout quicker, more secure, and optimized for mobile devices
Loyalty and rewards programs: Encourage repeat purchases with exclusive discounts and rewards for returning customers
Social proof: Build more trust in your brand by featuring customer testimonials and ratings on products you sell
An example that stands out among sports ecommerce websites is Amundsen Sports. The brand specializes in outdoor clothing and quality sportswear for avid nature enthusiasts and features in various retailers across Europe.
Even with this growth and continuing expansion in the US, Amundsen Sports continued to have challenges creating personalized messaging to keep customers engaged long-term. However, partnering with Omnisend helped Amundsen optimize email automation, improve conversions, and maximize customer engagement.
With a new, seamless process between checkout and shipment, the sports brand can reach more customers while focusing on fine-tuning the online shopping experience.
How to monetize your sports ecommerce website
Strategic marketing automation is transformative in monetizing a fitness ecommerce store and maximizing revenue. Use email and SMS automation to recover lost sales automatically with abandoned cart reminders that nudge shoppers back to complete their purchase or win-back campaigns that re-engage customers.
Smart customer segmentation is also effective for sending targeted messages based on a shopper’s purchase history, browsing behavior, or engagement level. In addition, omnichannel marketing can help you blend email, SMS, and push notifications for a seamless experience that keeps customers coming back.
Another great way to build customer loyalty and recurring revenue is through subscriptions or memberships. You can offer perks like exclusive discounts, early access to new products, and VIP content to build community and retain customers. The best part is that Omnisend helps you do all this on autopilot so you can focus on growing your sports ecommerce brand.
Wrap up
Your sports ecommerce site shouldn’t rely solely on aesthetics. Customers value a smooth online shopping experience, making it easier for them to find what they’re looking for and purchase. With these seven top sports ecommerce sites as inspiration, you can apply similar approaches to growing your online business.
Remember to include key features like mobile-friendly browsing, seamless checkout, and clear product categories. You should also consider an omnichannel strategy to further reach potential customers wherever they are.
Want to advance your sports ecommerce store? Try Omnisend today and start increasing your sales
When it comes to the biggest sporting goods retailers, Decathlon takes the top spot with around 2,000 stores worldwide. And, not surprisingly, Nike remains one of the largest retailers of sports apparel in the world.
What does physical goods mean in ecommerce?
Physical goods in ecommerce refer to tangible products like apparel, footwear, and sports equipment that are sold and shipped to customers. A lot of the top sports brands will also offer in-person pickup options for customers who purchase products online.
What is the best online sports store?
The best sports ecommerce store depends on diverse factors that can change with preference. REI and Patagonia are leaders in the outdoor apparel niche, while stores like Bass Pro Shops give customers an easy shopping experience.
How profitable is a sporting goods store?
Online sporting goods stores can be highly profitable ecommerce business ideas, especially when you build a strong online presence and market your store strategically. In many cases, the top brands generate hundreds of millions to billions in annual revenue.
Milda is a Senior Content Marketing Manager at Omnisend, with extensive experience in communication, helping brands establish a unique and authentic online presence.
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