Sweden ranks it fifth, Switzerland and Czechia sixth, and every other top-ten market seventh.
Sporting Goods · shop category
Sporting Goods online shops, by country
Sporting goods is a mid-sized category of online shops across Europe, led by the United Kingdom and Germany and strongest at home in Sweden.
- Shops across Europe
- ~110,000
- Largest market
- United Kingdom
- Countries
- 28
- Largest category in
- none
September 2026
Spain and Italy are level, with the Netherlands and Switzerland close behind, so work them as one second tier.
Czechia and Sweden make the top ten, so outdoor brands should add them early, not as an afterthought.
Sporting Goods shops by country
Online shops in each country whose main category this is, largest first.
- 01United Kingdom~17,000
- 02Germany~13,000
- 03France~7,800
- 04Spain~6,100
- 05Italy~6,100
- 06Netherlands~5,400
- 07Switzerland~5,300
- 08Czechia~4,700
- 09Poland~4,400
- 10Sweden~4,200
- 11Belgium~3,700
- 12Austria~2,900
- 13Denmark~2,700
- 14Hungary~2,500
- 15Finland~2,500
- 16Romania~2,400
- 17Greece~2,200
- 18Norway~2,200
- 19Ireland~2,000
- 20Slovakia~1,800
- 21Portugal~1,600
- 22Lithuania~1,100
- 23Bulgaria~960
- 24Slovenia~940
- 25Estonia~780
- 26Croatia~610
- 27Latvia~480
- 28Cyprus~270
What this means
What to do with it.
Sports shops split into general retailers and single-sport specialists, cycling, fishing, fitness and so on, so the useful narrowing is by sport rather than by country. The United Kingdom and Germany hold the volume, while Sweden, Switzerland and Czechia are where the category ranks highest at home and where a specialist brand should start.
Target sports retailers by discipline, starting in the United Kingdom and Germany for volume and in Sweden, Switzerland and Czechia where sport ranks higher at home.
Recruit sporting goods sellers with their own checkout in Germany, the Netherlands and Sweden, and prioritize those already shipping to a neighbouring country.
Pitch size, variant and stock tools to sports shops, which carry deep ranges per product, and split the list by platform before outreach.
Common questions
- How many online shops in Europe sell sporting goods?
- About 110,000 online shops across 28 European countries have sporting goods as their main category.
- Which country has the most sporting goods shops?
- United Kingdom, with ~17,000 shops, followed by Germany (~13,000).
- Can I get a list of sporting goods shops in a country?
- Yes. Choose the country and the cut you want, for example shops that advertise now, run a given platform or sit above a turnover line, and we return the matched companies with the people to reach.
Keep in mind
- Bicycles, fitness equipment and team kit all sit here, so narrow by sport before a product pitch.
- Seventh place in a large market still means more shops than fifth place in a small one; rank shows strength at home, not list size.
Start with your target
Target sporting goods shops
Tell us who you want to reach. We send back matched accounts.
Get a matched sample
Before any commitment.