Between January and March 2023, 58 percent of Italians plan to treat themselves to a vacation. This is revealed by data from the Future4Turism study curated by Ipsos from which also shows that 38 percent of vacationers will choose the mountains as their winter vacation destination.
Nothing surprising in short : ski slopes have always been one of the most sought-after destinations in the winter period, and in recent years, so-called outdoor tourism has been gaining momentum. Before leaving for the much coveted vacation, however, it is necessary to equip oneself properly, and more and more Italians are choosing the online shopping route to do so. A mouthwatering opportunity for the eCommerce world not to be missed.
That’s why we analyzed for you the online sales market for sportswear and winter sports equipment-related products.
How much is the online sportswear market worth
About 4 million Italians participate in winter sports, including skiing, cross-country skiing, mountaineering and hiking. In Italy alone, there are more than 900 companies in the sports sector, nearly 200 of which are dedicated to the world of winter sports. A crowded, but very profitable sector, if we consider that the global ski equipment market has been valued at $4207.2 million in 2020 and is expected to reach $5023.6 million by 2026 with a CAGR of 3%.
Let’s also not forget that Italy will be a major player in the Winter Olympics in 2026, an element that will positively impact the entire industry. As they say, word to the wise.
Regarding the sportswear world more generally, according to PwC’s Sportswear Outlook forecasts, by the end of the year the sector will reach 6.3 billion euros with an estimated growth rate of around 4% in the coming years.
The impact of eCommerce
All of us may remember the boom in sportsmen during the lockdown period. At that time, the stores were closed and eCommerce had thus been able to enjoy an unexpected boom that has, however, radically and irreversibly changed our consumption habits, so much so that by 2023 it is estimated that online sales for this sector will reach 22.4 percent of the total (in 2019 it was 13.9 percent).
Today, the proposal formulated by online sales portals has become so broad that it allows sportsmen and women to tackle any type of challenge or winter sport they want to undertake, most often even at discounted prices compared to in-store purchases, an element not to be underestimated considering the high cost of technical equipment.
Second hand: growing trend with strong potential
And speaking of cost, one solution that seems to be-again-very popular with consumers has to do with an area we’ve already heard about and will be hearing more and more about: the second hand. Indeed, there is no shortage of second-hand sports equipment on offer online, such as skis, boots, snowshoes and everything else needed to tackle slopes and mountains, still in excellent condition and ready to be reused by new patrons. Buying used, in fact, means not only saving a few euros off the list price, but also giving a second chance to items not yet ready to be hung up.
So here is where online it is very easy to come across both stores dedicated to the second hand market that sell sports equipment, and big brands that in the name of the principles of sustainability and circularity offer their customers the opportunity to sell and buy used sports equipment. This is the case, for example, with Decathlon 2hand, the second-hand portal of what is perhaps the best-known and most popular store for sporting goods of all kinds and for all sports.
Chatbots and conversational commerce: assistance goes virtual
When we talk about technical equipment, whether new or used, however, the help and advice of a professional is as fundamental as ever. In other words, in this sector it is crucial to ensure efficient, accurate and timely customer care, so as to support users at any stage of their purchase. For this reason, web portals dedicated to the world of outdoor sports have had to find ways to compensate for the physical absence of a specialist ready to offer his or her support to customers, as is normally the case in a store.
Technical data sheets as detailed as possible can certainly help, but it is the technology that really makes the difference. Without necessarily thinking about more avant-garde solutions such as, for example, the implementation of augmented reality for the virtual try-on of garments – in any case one of the eCommerce trends of 2023 -, the appropriate response to consumer needs could come from chatbots or so-called conversational commerce.
WhatsApp, Messanger, WeChat and all popular messaging apps thus become the channel of contact between users and brands (in the case of D2c eCommerce) or between users and stores, able to fill the lack of a flesh-and-blood consultant ready to suggest the best type of ski or boot according to each person’s needs.
If the equipment comes directly to the mountain
Finally, in addition to good sales and service, also fueling the online sales trend is the ability to take advantage of alternative, fast delivery methods. Loading up the car with skis, boots, and equipment of all kinds is not that convenient after all, besides the fact that more and more mountain patrons are choosing more sustainable-but less baggage-friendly-methods of travel, such as the train: as of September 2022, 52 million train tickets had been sold, and for the 2022/2023 winter season Trenitalia has offered vacationers the opportunity to reach Italy’s most popular ski destinations by special trains and shuttle buses.
But how to transport newly purchased skis by train and ready to plow the slopes without ruining them? Simple, after buying them online you just need to get them directly to your chosen vacation destination. How? We have an idea: for example by taking advantage of the more than 45 thousand Pickup Points and Lockers already active throughout the country that GEL Proximity allows you to integrate with your online store. This way your customers can enjoy a convenient and at the same time sustainable delivery service. Contact us now to find out more!
