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JENS BERGERMANN

Decathlon was founded in France and has established itself worldwide as one of the leading providers of sporting goods and outdoor equipment. The company also has a strong presence in Switzerland. The marketplace connects millions of sports-loving customers who are looking for high-quality products at fair prices. As a seller, Decathlon offers you a unique stage to present your products online and offline to a broad and engaged audience.

What requirements do retailers need to meet to sell products on Decathlon? To successfully sell on the Decathlon marketplace, retailers must provide precise product information, adhere to defined quality standards, and ensure smooth shipping and customer service. Additionally, Decathlon places great importance on sustainable supply chains – an opportunity for retailers to stand out from the competition with environmentally friendly products.

Of course, there are also challenges: From navigating Swiss customs regulations and organizing efficient warehousing to creating convincing product listings – getting started is demanding. With their expertise, distribution partners like SURS help optimize your logistics and efficiently organize storage. With SURS by your side, you don't need your own VAT number – we purchase the goods and then invoice them using the SURS VAT number. This allows you to fully concentrate on successfully presenting your products on Decathlon and profiting from its enormous reach.

What are the Advantages of Decathlon?

If you deal in sports or outdoor goods, Decathlon is the right place for you. The platform allows you to make innovative products accessible to an international audience and increase your brand's visibility in Switzerland. With a strong presence in Switzerland and a specialized target group, Decathlon offers you numerous advantages:

1. Enormous Reach: With around 1,750 stores in over 60 countries and a strong online presence, Decathlon offers access to an enormous target group. The Belgian Decathlon marketplace alone attracts over 13 million visitors monthly.

2. Specialization in Sports: Decathlon is an expert when it comes to sports and outdoor products. As a retailer, you benefit from a targeted audience that is looking for exactly what you offer – whether it's for soccer, yoga, hiking, or water sports.

3. Brand Strength and Trust: The Decathlon name stands for quality, innovation, and reliability. Your products are associated with this strong brand identity, which strengthens customer trust in your assortment.

4. Click-and-Collect Service: Decathlon allows your customers to use the click-and-collect service. This represents a clear advantage for your company, as it significantly expands reach through the seamless connection of online and offline channels.

5. International Access: As a retailer, you have the opportunity to present your products via Decathlon in several European countries and specifically build your market presence in Switzerland.

What are the Disadvantages of Decathlon as a Marketplace for Partner Products?

Although Decathlon offers numerous advantages as a marketplace, there are also some aspects that you as a retailer should consider:

• Fee Structure: To sell on Decathlon, the company charges a fixed monthly fee of €40 as well as a sales commission, which ranges from 9% to 18% depending on the product category. These costs can affect profit margins and should be factored into pricing.

• Competitive Intensity: Numerous retailers are active on the Decathlon marketplace, leading to high competitive pressure. Attractive offers, excellent customer service, and effective marketing can help them successfully stand out from the competition.

• Limited Brand Presentation: As a partner on Decathlon, you as a retailer have less control over the presentation of your brand and products. Design options are limited, which makes differentiation from the competition more difficult.

If you are looking for an alternative to Decathlon, Galaxus could be an interesting option. There are numerous advantages to selling on Galaxus. Galaxus impresses with its high flexibility in pricing, generous customization options for product presentation, and close customer loyalty through direct contact with buyers. Furthermore, Galaxus is considered one of the most popular markets in Switzerland, giving you access to a broad customer base.

It is therefore advisable to carefully weigh the pros and cons of both platforms to develop the optimal sales strategy for your company. Especially in complex markets like Switzerland, it can be helpful to rely on experienced partners like SURS. This way, you create a solid foundation for your success.

How Big is Decathlon's Reach in Switzerland?

Decathlon is pursuing an ambitious growth strategy in Switzerland, which includes expanding its online offerings as well as opening new stores. Although the marketplace is still relatively new in Switzerland, it is clear that this expansion is part of a broader, Europe-wide approach. Key measures Decathlon is taking in Switzerland and Europe include:

• Expansion of the store network: In Switzerland, new stores are planned in cities like Geneva, Winterthur, and Vevey to increase local reach. Decathlon is taking similar steps in other European countries, as shown by the opening of a third store in Dublin, Ireland, in January 2024.

• Innovative business models: Decathlon is focusing on sustainable approaches such as selling secondhand items and renting sports equipment. These business models may also be introduced in Switzerland in the medium term to meet the needs of modern and environmentally conscious customers.

• Acquisition of specialized brands: To expand its product range and tap into new market segments, Decathlon is investing in the acquisition of specialized brands. An example is the takeover of the German climbing equipment supplier Bergfreunde in November 2023, which also ensures a higher-quality offering in Switzerland.

• Streamlining the brand portfolio: By reducing its private labels from 80 to 12, the Decathlon brand presents itself more clearly and consistently to customers – an advantage that is noticeable both online and in the new Swiss stores.

• Increased marketing activities: Decathlon is increasing its marketing spend to further boost brand awareness. A highlight is the sponsorship of the Olympic Games in Paris, which has helped to strengthen the brand's global recognition.

These measures illustrate that Decathlon views the Swiss market as an important part of its international growth strategy. For you, this opens up exciting opportunities to place your products in a rapidly growing market. With Decathlon's innovative business models, you benefit from a future-oriented environment that creates optimal conditions for your success.

What are Decathlon's Current Sales Figures and Statistics?

By participating in the Decathlon marketplace, you can benefit from enormous reach and simultaneously place your products in a market that is not only experiencing strong growth but is also focused on sustainability and innovation. In 2023, the company achieved a net revenue of €15.6 billion and a net profit of €931 million. The company employs over 101,000 people worldwide and is active in 78 countries, with a total of 1,749 stores.

Decathlon is also growing rapidly in the digital space: 17.4% of total revenue comes from digital sales. The Decathlon marketplace is a particularly important growth area and recorded an impressive growth of 80% in 2023 compared to the previous year. Overall, Decathlon records 31 million users monthly on its websites in Europe and has over 450 million visitors across the entire European region.

Decathlon's marketplace currently includes 2,709 partners, who together achieve a GMV (Gross Merchandise Volume) of €433 million. This shows how dynamically and successfully the marketplace has grown in recent years. By 2026, it is expected that marketplace partners will achieve a total GMV of €1 billion. In Europe, the average shopping cart value is €81, and 6.8% of revenue comes from the circular economy (Circular GMV), underscoring the focus on sustainability and used products.

What are the Conditions for Retailers on Decathlon?

With this impressive reach and continuous growth figures, Decathlon offers its partner products an attractive platform in Switzerland. But before you can take advantage of Decathlon's benefits, there are some important requirements you must meet – regardless of whether you are selling from Switzerland or internationally. Key prerequisites include:

• Product Information: You must provide precise, complete, and appealing product information, including high-quality images and detailed descriptions.

• Quality Standards: Your products must meet Decathlon's quality standards, be safe, and functional.

• Shipping and Logistics: You are responsible for shipping your products reliably and on time, with Decathlon providing clear guidelines on delivery times and shipping methods.

• Customer Service: Efficient customer service is crucial for handling returns, complaints, and inquiries quickly and professionally.

For foreign retailers, it is particularly important to familiarize themselves with the specific market conditions in Switzerland to operate successfully in this market. Additional challenges for retailers outside of Switzerland include:

1. Customs and Import Regulations: You must familiarize yourself with the customs regulations and requirements for importing products into Switzerland. This particularly concerns proper customs clearance and compliance with legal provisions.

2. Logistics and Warehousing: International shipping costs and longer delivery times can be a challenge. A solution could be to use logistics partners or fulfillment services in Switzerland to reduce costs and shorten delivery times.

3. Linguistic and Cultural Adaptation: It is important that product descriptions and customer communication are available in the national languages of Switzerland – German, French, or Italian. Adapting to local market conditions and customer preferences can also influence the success of your market entry.

Are There Fees and Commissions on Decathlon?

Decathlon provides you as a retailer with a technical solution and a marketplace service to successfully sell your products and reach customers. In return, Decathlon charges the following fees:

• Monthly Subscription Fee: You pay a monthly fee of €40 (including taxes) to access the marketplace. This fee applies to all sales territories.

• Commission per Sale: For every product sold via the marketplace, a commission is charged, which depends on the product category. The commission is calculated as a percentage of the selling price including taxes and shipping costs. Some examples of commission rates are:

For used products, there are reduced commission rates, for example, 13% for used skis and 10% for used golf equipment. 

The exact amount of commissions varies depending on the product category and can be found in a detailed table within Decathlon's technical solution. Furthermore, additional services that go beyond the standard marketplace service may be charged separately. More details on these fees and conditions can be found in Decathlon's Marketplace Terms and Conditions for Sellers.

How Can You List Products on Decathlon?

To successfully list your products on the Decathlon marketplace platform, you as a seller must meet certain criteria and conditions. Here are the most important requirements summarized:

1. Company Location and Status

• To list your products on the Decathlon marketplace in Switzerland, you need a legally registered company based in Switzerland or the European Union.

• It is also important that you operate as a professional retailer and have a valid company identification.
   

2. Acceptance of Agreements

• You must accept the agreements set by Decathlon, such as the PSP Payment Service Agreement and the general marketplace terms and conditions.
   

3. Product Category and Quality Requirements

• Decathlon prefers sellers who offer products in the sports, fitness, and wellness sectors that align with Decathlon's commercial focus.

• Products must be of high quality and either be a well-known brand or have a high degree of specialization.

• Only products that meet safety standards and are free of defects will be accepted.
   

4. Brand and Business Presence

• You must operate your own brand and/or a physical store under your own name. This strengthens credibility and brand quality.

• Decathlon reserves the right to reject you as a seller and your products based on objective criteria.
   

5. Safety and Quality Standards

• Decathlon's marketplace products in Switzerland must meet established safety and quality standards. Defective or unsafe products will be rejected.
   

6. Customer Service and Return Policies

• You must offer customer service that meets the high expectations of Decathlon customers.

• Return policies must be clearly and transparently communicated.

• Sold-out products will be removed from the marketplace within 24 hours until they are available again.
   

7. Use of Mirakl Marketplace Software

• The sales process is simplified by using Mirakl marketplace software, which is also used by other major platforms like Manor and Home24. This ensures efficient management of inventory and orders.
   

With these requirements, Decathlon ensures that only sellers with high-quality and safe products, as well as reliable customer service, are present on the marketplace.

The requirements for listing your products on Decathlon can be complex and require careful implementation. Collaboration with a distributor offers clear advantages here: you can efficiently outsource logistics and inventory management while benefiting from their established networks, strategic warehouses, and various market access points. This allows you to reach your customers faster, more cost-effectively, and in a more targeted manner – without having to worry about the details.

What Import Rules Apply to Decathlon in Switzerland?

Selling via the Decathlon marketplace platform in Switzerland entails special import regulations. Products imported from the EU or other countries are subject to customs duties as well as Swiss Value Added Tax (VAT) of 8.1%. The amount of customs duties varies depending on the product category and is calculated according to Swiss customs regulations. These additional costs can affect the final price of your products and should definitely be planned for in advance.

Another challenge is the correct declaration of products and compliance with regulatory requirements, such as Swiss safety standards. Errors in customs clearance or non-compliance with regulations can lead to delays, additional costs, or even the rejection of your products.

To simplify this complex process, collaboration with a distributor like SURS is recommended. An experienced partner handles customs clearance, declaration, and logistics, ensuring that your products reach the market quickly and correctly.

What is the Best Way for a Non-Swiss Retailer to Sell on Decathlon?

The advantages of collaborating with a distributor are numerous. Now the question arises: How do you specifically benefit from an experienced partner? Especially as a non-Swiss retailer wanting to sell on the Decathlon marketplace in Switzerland, a partnership with a specialized distributor is often the key to success. One of the leading partners in this field is SURS – an experienced and reliable sales partner that facilitates your market entry into Switzerland.

SURS as a sales partner in Switzerland handles all aspects for you – from logistics to customs clearance. This ensures that your products are imported correctly and comply with legal requirements. This relieves you of the challenges of import and storage, allowing you to fully concentrate on your core competencies.

With SURS, you benefit from:

• Complete logistics and customs clearance: Expert guidance through the entire import process.

• Time and cost savings: Focus on your business while SURS handles complex requirements.

• Strategic support: Help with introducing your brand and products to Swiss marketplaces.

• Efficient market access: Quick listing and smooth sales on platforms like Decathlon, Galaxus, Manor, and many more.

With SURS, you not only have an experienced partner by your side but also the opportunity to directly benefit from Decathlon's growth-oriented sales strategy and innovative business model – from secondhand products to click-and-collect. This gives you a clear advantage in positioning your business on the Swiss marketplace and allows you to drive your growth purposefully.

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