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Overview
Decathlon is one of the world's largest sporting goods retailers and, across most of Europe, also runs a marketplace on its own websites. Selected brands sell their products next to Decathlon's own range, under labels such as "sold and shipped by" the partner. For a brand in sports, outdoor, fitness or active lifestyle, the Decathlon marketplace is a route to sports shoppers in many European countries through one retailer.
Who is behind Decathlon
Decathlon was founded in Lille, France, in 1976, so it celebrates its 50th anniversary in 2026. In 2025 the group had revenue of EUR 16.8 billion and a business volume (GMV) of EUR 20.7 billion, including marketplace sales. It ran 1,902 stores worldwide at the end of 2025, after opening 123 new stores during the year. Decathlon designs and produces more than 60% of the products it sells, and about three quarters of its business is outside France.
A fast-growing marketplace
Decathlon started its marketplace in Belgium and has rolled it out across much of Europe, with France following more recently. In 2025 marketplace business volume grew 49%, much faster than the group as a whole. Digital channels, including e-commerce, connected in-store orders and the marketplace, made up 20.2% of group business volume in 2025. Decathlon has said it looks for marketplace partners that share its values, from leading brands to start-ups that put innovation or eco-design at the centre of their business.
How selling on Decathlon works
The Decathlon marketplace is curated and runs on Mirakl. Decathlon selects its sellers, and many apply through Mirakl Connect. A brand considering Decathlon should know the following:
- Several countries, operator-controlled. One European seller account can reach several country websites, but Decathlon decides which countries and categories each seller's offers go live in.
- Local-language content. Each country site needs product content in its own language, and some countries have their own lists of words that cannot be used in listings.
- Commission per sale. Decathlon charges a commission on each sale, plus a monthly fee.
- The seller fulfils orders. Sellers ship orders themselves and handle returns and after-sales service, within service levels agreed with Decathlon.
- Product data and compliance. Products need EANs, complete category attributes and EU product compliance for the sport category.
Why Decathlon matters for brands
Decathlon brings sports shoppers in large numbers, and its marketplace is still growing much faster than the rest of the business. For a sports brand, it is a credible environment that is closer to a specialist retailer than a general marketplace.
How eBrands looks at Decathlon
eBrands sells on the Decathlon marketplace in Europe and works with brands on marketplaces across Europe and North America. If you have a sports or outdoor brand and want to see how Decathlon could sit alongside the channels you already use, we are happy to talk it through.
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