Amazon’s reach expands past the United States, and Sports & Outdoor brands looking to go global would be wise to keep their eye on the ‘Zon’s growing global presence as an entry point. Sports and the great outdoors are everywhere—not just one country.
Like with any ecommerce platform, there are markets that are seeing growth beyond the United States. That growth represents a chance for brands to find new audiences, markets, and consumers to engage with their product. Many emerging marketplaces will continue to grow for years, so it’s important for companies to get in on them now so that they don’t lose a revenue-driving opportunity down the road.
For Sports & Outdoor brands, this is even more important this year because of the pandemic forcing people to adopt more outdoor activities. For example, bicycle sales jumped 63% and camping sales jumped 31% in June 2020 compared to the previous year. Not to mention, in the US market alone, Sports & Outdoor brand revenue is expected to jump by 14% in 2021. Globally, Statista projects that the most revenue will be made in China (an expected $111,555M in 2021).
With all that in mind, here’s a look at 8 of Amazon’s fastest-growing international marketplaces that brands in the Sports & Outdoor category should especially keep their eye on.
Amazon Singapore is an emerging marketplace, seeing 100% increase in traffic since the start of the pandemic. The country saw a jump from 2 million Amazon website users to 4 million. But don’t let that small number discourage you. Research shows Singapore is going to be one of the biggest markets for Amazon in the near future.
Right now, shoppers are focused on travel, fashion, and beauty products. Food and personal care, toys, and electronics are growing, too. Singapore is a market that’s set to emerge over the next few years, and the sooner you get in, the more marketshare you’ll own in the long run.
Amazon didn’t launch its market in Turkey until 2018. Consumers in the country are buying up fashion, electronics, toys, and grocery more than anything right now, according to recent data. But that same data suggests you should target marketing toward younger buyers since 95% of users between the ages of 16-24 use Amazon in the country.
Outdoor and sports companies would be hard pressed to find a culture as diverse with its Sports & Outdoor participation as Australia. The AU has also seen a relatively quiet response to the pandemic, which makes it all the more easy for brands to expand their reach out there, too.
Plus, Pattern has two AU offices with first-hand experience selling on Amazon Australia. Our team down under can provide roadmaps to growth for any Sports & Outdoor brand looking at the market to see if it’s right for them.
Brazil has become an emerging ecommerce market in recent years. Brazil accounts for over 1/3 of all Latin American ecommerce sales, which were projected to surpass $16.7 billion USD by the end of 2020. The country would be a smart play for any Sports & Outdoor company due to the country’s wide market of consumers and sheer number of consumers on the other end of the screen.
Brazil also is a country that often embraces the apparel market, which is a hot spot if you’re a sporting or outdoors company. While some restrictions and local nuances can make this market a bit more difficult to navigate, success is possible with the right trading partner.
Canada saw a 44% jump in traffic since the start of the pandemic, going from 117 million Amazon website users to 169 million. The country has had a rather smart reaction to the pandemic, and there is no shortage of Sports & Outdoor activities in America’s neighbor to the north. Hockey and soccer remain constant competitions there. Hiking, camping, and biking are popular in rural areas and cities alike.
Amazon CA might be a great fit for your brand if you’re looking to expand globally but want to test the waters somewhere closer to home first. Plus, Amazon offers their NARF (North America Remote Fulfillment) program that can help brands share inventory across CA and MX, making the experience even easier on the onset.
Japan saw a 12% growth from February to August, rising from 527 million in Amazon website traffic to 592 million in traffic. Japan is an important place for brands to expand their presence because they have had one of the best responses to the pandemic, which has allowed consumers to purchase products for entertainment, sporting, and leisure rather than just stocking up food and toiletries.
The athletic nature of the country gives Sports & Outdoor brands the opportunity to reach a bigger audience there. Of course, be aware that cultural practices are much different. We’d recommend knowing the nuances of the Japanese market before you make the leap.
Germany saw a 10% growth from February to August, jumping from 455 million in Amazon website traffic to 500 million in traffic. Germany has a high sports and outdoor culture, too. Plus, Amazon.de remains the most popular online store for the Sports & Outdoor category, making nearly $300M in revenue in 2018.
We recently opened our first office in Germany this year, so if you want to sell on Amazon Germany with Pattern, rest assured that you’ll have direct expertise with experience with the language, culture, and nuances of the market.
8. United Kingdom
Last but not least, the United Kingdom saw a 25% growth in 2020 alone, raising from 362 million Amazon website traffic to 453 million. Read more about the EU’s ecommerce growth in our ecommerce report here.
The UK would be a prime market for Sports & Outdoor brands to embrace since the location is a sports and outdoor hub. Not to mention, user penetration in the Sports & Outdoor market in the UK is estimated to grow from 22% in 2021 to nearly 30% by 2025. Capitalizing on that growth early will help you grow more in the long run.
Interested in selling in one or more of these markets? We’ll help you sell in Amazon’s Sports & Outdoor category internationally. Contact a Pattern representative to schedule a demo of our services below.