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Online Sporting and Physical Recreation Goods Sales in Australia Industry Data and Analysis
Australia’s online sporting and physical recreation goods retailing industry has navigated a period of significant change. Recent data from the NAB Online Retail Sales Index shows that spending on personal and recreational goods, including sporting and recreation products, edged up 0.2% in April 2025, with annual sales capturing 11.8% of total online sales. Much of this momentum has stemmed from the convenience and breadth of online shopping, where consumers enjoy competitive pricing, easy returns and the flexibility to browse from home. Enhanced digital platforms, wider product ranges and the integration of click-and-collect options have narrowed the gap between online and instore experiences. Retailers have also leveraged social media, with brands like Rebel and BCF driving engagement through digital campaigns that blend community-building with savvy marketing. Overall, industry revenue has been growing at an annualised 6.3% over the past five years and is expected to total $1.1 billion in 2024-25, when revenue will climb by an estimated 5.7%.
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What's included in this industry analysis
IBISWorld's research coverage on the Online Sporting and Physical Recreation Goods Sales industry in Australia includes market sizing, forecasting, data and analysis from 2015-2030. The most recent publication was released June 2025.
About this industry
What's this industry report about?
The Online Sporting and Physical Recreation Goods Sales industry in Australia operates under the ANZSIC industry code OD4185. Online sporting and physical recreation goods retailers sell new sporting goods like bicycles, camping equipment, exercise and fitness equipment, and other sporting goods and accessories. Products are sourced from upstream manufacturers and wholesalers, before being sold to downstream markets via online platforms. Retailers include online-only operators and the online sales platforms operated by traditional bricks-and-mortar businesses. Related terms covered in the Online Sporting and Physical Recreation Goods Sales industry in Australia include ecommerce, click-and-collect and bricks-and-mortar.
What's included in this industry?
Products and services covered in Online Sporting and Physical Recreation Goods Sales industry in Australia include Exercise and fitness equipment, Sporting equipment and Camping and fishing equipment.
What companies are included in this industry?
Companies covered in the Online Sporting and Physical Recreation Goods Sales industry in Australia include Super Retail Group, Spotlight and KMD Brands.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Online Sporting and Physical Recreation Goods Sales industry in Australia.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Online Sporting and Physical Recreation Goods Sales industry in Australia.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Online Sporting and Physical Recreation Goods Sales industry in Australia.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Online Sporting and Physical Recreation Goods Sales industry in Australia. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Online Sporting and Physical Recreation Goods Sales industry in Australia. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Online Sporting and Physical Recreation Goods Sales industry in Australia. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Online Sporting and Physical Recreation Goods Sales industry in Australia. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Online Sporting and Physical Recreation Goods Sales industry in Australia.
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Frequently Asked Questions
What is the market size of the Online Sporting and Physical Recreation Goods Sales industry in Australia in 2026?
The market size of the Online Sporting and Physical Recreation Goods Sales industry in Australia is $1.1bn in 2026.
How many businesses are there in the Online Sporting and Physical Recreation Goods Sales industry in Australia in 2025?
There are 976 businesses in the Online Sporting and Physical Recreation Goods Sales industry in Australia, which has grown at a CAGR of 6.3 % between 2020 and 2025.
How may import tariffs affect the Online Sporting and Physical Recreation Goods Sales industry in Australia?
The Online Sporting and Physical Recreation Goods Sales industry in Australia is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Online Sporting and Physical Recreation Goods Sales industry in Australia?
The Online Sporting and Physical Recreation Goods Sales industry in Australia is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Online Sporting and Physical Recreation Goods Sales industry in Australia grown or declined over the past 5 years?
The market size of the Online Sporting and Physical Recreation Goods Sales industry in Australia has been growing at a CAGR of 6.3 % between 2020 and 2025.
What is the forecast growth of the Online Sporting and Physical Recreation Goods Sales industry in Australia over the next 5 years?
Over the next five years, the Online Sporting and Physical Recreation Goods Sales industry in Australia is expected to grow.
What are the biggest companies in the Online Sporting and Physical Recreation Goods Sales industry in Australia?
The biggest companies operating in the Online Sporting and Physical Recreation Goods Sales industry in Australia are Super Retail Group, Spotlight and KMD Brands
What does the Online Sporting and Physical Recreation Goods Sales industry in Australia include?
Sporting equipment and Exercise and fitness equipment are part of the Online Sporting and Physical Recreation Goods Sales industry in Australia.
Which companies have the highest market share in the Online Sporting and Physical Recreation Goods Sales industry in Australia?
The company holding the most market share in the Online Sporting and Physical Recreation Goods Sales industry in Australia is Super Retail Group.
How competitive is the Online Sporting and Physical Recreation Goods Sales industry in Australia?
The level of competition is high and increasing in the Online Sporting and Physical Recreation Goods Sales industry in Australia.
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