Decathlon sold 12% more last year, thanks to e-commerce and the rise of the second-hand offer. Profits remained stable in a volatile environment.
Second hand and e-commerce
French sports retailer Decathlon performed well in 2022. Despite an “unstable global economic and geopolitical context”, according to CEO Barbara Martin Coppola, turnover rose by 12% to 15.4 billion euros. Online sales now account for 17% of total turnover. This is significantly more than before the pandemic (8% in 2019), but less than the 21% of 2021.
Below the line, Decathlon has a slightly higher net profit: 923 million euros compared to 913 million euros in 2021. The sports retailer plans to continue its digitalisation this year, but also to focus more on the circular economy. Second-hand sports goods, for example, are already on sale at the retailer in 44 countries.
Decathlon now has 1,571 shops in 69 countries, 10 of which are franchises only. The French company employs 105,000 people worldwide. At the RetailDetail Omnichannel Congress, the retail brand shared how its Belgian team is turning Decathlon into an international e-platform player.
