The thing that jumps out to me about this ranking of the bat is how badly Decathlon are doing. Decathlon are an established European/Global bricks and mortar business - I know many of you will know this but I also know they're almost totally absent from the USA. Extremely established, vertically integrated, global sports business with brands.
They're getting 2.2 m hits a month and making 400k rev?? The next three stores down are doing three times that selling similar consumer products.
Okay maybe they have an unusually high number of visits to their store before someone purchases or that pipeline isn't very well worked. 50% bounce rate and people only spending two minutes on the site. The other sites have a 40% bounce rate and I wonder if that accounts for the difference.
My guess is that many people put off buying their sports equipment but they don't put off looking at it?
As you said, Decathlon is a primarily brick and mortar shop. They have huge revenue worldwide ($13B in 2019) from their shop and it really doesn't look like they pushed hard for e-commerce. The thing is, a lot of what they sell is big or heavy, so the shipping cost would be very high. Plus, a lot of items they sell are something that most people will want to try before buying. So their business doesn't work too well with e-commerce. Combine this with the fact that, if you are not in the U.S.A, you probably have a Decathlon shop not that far from you, and their website is basically just a vitrine. People look at product there but go to the shop to buy them.
The only thing I know people buy from their website is replacement parts.
A side note: Decathlon has THE BEST self service registries/counters EVER. It's super popular here in Poland to use those, even in cheap discount store chains, but Decathlon beats it all.
You just put your stuff in a big box (at once), no scanning, you just toss it in and all is already counted and ready to be paid for. You pay and leave. Perfection :)
Gotta second this. The first few times I used the self service counter, I spent quite a while double checking to make sure it got it right, simply because I couldn't believe it could be that easy.
Data taken straight from similarweb so accuracy highly dependent on country of source, ad-block usage amongst visitors, etc etc. The ranking is probably vaguely correct but those detailed figures of time on site, facebook spend, revenue, etc are waaaayyyyy estimated.
"I estimate revenue with [traffic * global ecom conversion rate * price of best selling product]."
Wow. And you know, because this is now 'published data', you'll see the figures crop up in news articles and blog posts. DID YOU KNOW THAT FASHIONOVA MADE MORE THAN $25m REVENUE IN 2020????
They're getting 2.2 m hits a month and making 400k rev?? The next three stores down are doing three times that selling similar consumer products.
Okay maybe they have an unusually high number of visits to their store before someone purchases or that pipeline isn't very well worked. 50% bounce rate and people only spending two minutes on the site. The other sites have a 40% bounce rate and I wonder if that accounts for the difference.
My guess is that many people put off buying their sports equipment but they don't put off looking at it?