In the following insights video, SimilarWeb’s Lead Consultant for Retail and CPG, Caroline Kim, takes a look at one of the fastest-growing eCommerce categories in 2020: 𝗦𝗽𝗼𝗿𝘁𝘀 𝗔𝗽𝗽𝗮𝗿𝗲𝗹.
🏈 @Dick's Sporting goods (DSG), Finish Line, and Foot Locker are the three leading athletic apparel retailers in the United States with 29.3M, 14.6M, and 12.3M average monthly visits, respectively.
⚽ In January 2020, DSG's traffic was 50% higher than Foot Locker, thanks to its wider product assortment and strong online presence. Since COVID, that gap widened further with traffic to DSG increasing in April by 28% month-over-month (MoM), in May by 71% MoM, and in June by 68% MoM.
🥎 Paid and organic search drove most of this remarkable growth. Despite having the lowest share of direct traffic out of the competitive set, DSG's traffic from organic search more than doubled since February, and traffic from paid search tripled. This highlights an effective strategy that was heavily focused on keyword research.
🏀 Affiliates is a marketing channel that none of these retailers is fully leveraging – and could be an area of opportunity, given Amazon's decision to cut back on its paid acquisition. Of the top referral sites, Slickdeals is the largest source of traffic (0.73%), with DSG capturing three-fourths of those visits. DGS also won 90% of traffic from Brad's Deals and 80% of traffic from Rakuten.
🥊 Looking at the conversion funnel reveals that DSG not only brings in more traffic, but also converts more with an average 4.7% conversion rate, and 3.1M monthly converted visits (up 300% since February 2020).
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