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Jul 2026

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Home/Insights/Retailers/decathlon.co.uk

TRANSACTION INTELLIGENCE - JUL 2026 GLOBALLY

decathlon.co.uk

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37.8M

Revenue

Jul 26

11.3M

Sessions

Jul 26

2.0-2.5%

Conv. rate

Jul 26

$125-150

AOV

Jul 26

Main country of store: UNITED KINGDOM
Website category: SPORTS

Decathlon.co.uk is an online platform offering a wide range of sporting goods. Operating worldwide, they have an extensive inventory covering multiple categories including sports equipment, apparel, footwear, and accessories. The platform aims to provide customers with quality products for various sports and activities, catering to different levels of expertise.

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decathlon.co.uk Annual Revenue and Growth

decathlon.co.uk's annual sales on its online store amounted to $213.8M in 2025, up 10-20% from the previous year. For 2026, revenue is expected to grow by 10-20%. The trend is expected to moderate.

Annual Revenue (GMV)2025

$213.8M

Annual growth forecast2025/2026

10-20%

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eCommerce Revenue

decathlon.co.uk's monthly revenueOVER TIME
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Over the past three months, decathlon.co.uk revenue has experienced growth of 52%, compared to the preceding three months.

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decathlon.co.uk revenue growth for last six months

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OVERVIEW

decathlon.co.uk's revenue for online sales reached $37.8 million in July 2026. With a conversion rate of 2.00-2.50%, it falls within the typical range for the sports category, which is 0.64% to 3.02%. The average order value (AOV) is $125-150, also within the category's typical range of $82 to $571. Additionally, decathlon.co.uk recorded 11.3 million sessions, compared to around 28,500 sessions for a typical store in the sports category, highlighting its significant online presence within this market.

decathlon.co.uk competitors

In July 2026, decathlon.co.uk excels with a conversion rate of 2.00-2.50%, competing closely with adidas.co.uk at the same rate. However, it lags behind its top competitor, sportsdirect.com, which boasts a conversion rate of 3.50-4.00%. In terms of revenue, decathlon.co.uk ranks 3 of 6, generating $37.8 million, but trails sportsdirect.com by $25.4 million. Additionally, decathlon.co.uk records 281,000 transactions, again ranking 3 of 6 and falling short of sportsdirect.com by 506,000 transactions. With 11.3 million sessions, it ranks 3 of 6 and trails sportsdirect.com by 11 million sessions. Overall, while decathlon.co.uk shows strengths, particularly in conversion, it still has room to grow compared to its competitors.

#1 gooutdoors.co.uk

15.6M

Revenue

4.2M

Sessions

2.5-3.0%

Conv. rate

$125-150

AOV

#2 sportsdirect.com

63.2M

Revenue

22.3M

Sessions

3.5-4.0%

Conv. rate

$75-100

AOV

#3 mountainwarehouse.com

16.2M

Revenue

Sessions

3.0-3.5%

Conv. rate

$75-100

AOV

#4 adidas.co.uk

24.8M

Revenue

10.7M

Sessions

2.0-2.5%

Conv. rate

$75-100

AOV

#5 halfords.com

44.8M

Revenue

12M

Sessions

3.5-4.0%

Conv. rate

$100-125

AOV

CLOSEST COMPETITORSby revenue

mountainwarehouse.com

gooutdoors.co.uk

houseoffraser.co.uk

decathlon.com

TOP MARKET PERFORMERSby revenue

decathlon.co.uk vs top market performers

decathlon.co.uk

top retailers

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Industries decathlon.co.uk operates in

decathlon.co.uk is tracked across 1 e-commerce industry. Explore market size, leading retailers and benchmarks for each.

Sporting Goods

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decathlon.co.uk channels

Identify top traffic channels that drive growth for decathlon.co.ukand discover how performance of traffic channels has changed over time.

decathlon.co.uk Google Ads spend

Evaluate decathlon.co.uk's Google search ad spend, ad clicks and cost-per-click. Review performance over time and gain deeper view into their ad campaign spend.

decathlon.co.uk devices

Review decathlon.co.uk's performance across desktop and mobile devices. Analyze how revenue, conversion rate, transactions, AOV and sessions vary depending on the device shoppers use.

decathlon.co.uk top markets

Explore decathlon.co.uk's key markets, identifying countries that contribute the highest revenue, transactions, and sessions, along with those with the highest Google search ad spend.