Decathlon
The French online shop of the world's largest sporting goods retailer.
Decathlon at a glance
Decathlon is an e-commerce website and one of the most visited sites in France, currently ranked #139 in the country. It was founded in 1976 by Michel Leclercq and is headquartered in Villeneuve-d'Ascq, France. Today Decathlon is owned by Decathlon S.A. (Mulliez family). Our estimates put its audience at ≈ 50 million visits per month. The business earns money mainly through product sales, private label sales, marketplace commissions. Its closest rivals include intersport.fr, amazon.fr, go-sport.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 47 million / month | +2% |
| Q2 | ≈ 48.5 million / month | +3% |
| Q3 | ≈ 50 million / month | +3% |
| Q4 | ≈ 53 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in France, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- France86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 15 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- France
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| decathlon | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the France web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in France
Company information
- Website
- decathlon.fr
- Sector
- E-commerce
- Owner
- Decathlon S.A. (Mulliez family)
- Owner type
- Private company
- Founders
- Michel Leclercq
- Founded
- 1976
- Headquarters
- Villeneuve-d'Ascq, France
- Employees
- 100,000+
- Ownership
- Decathlon S.A. (Mulliez family) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $17 billion annual revenue (est.)
- Languages
- French
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $17 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Decathlon operates an online retail and marketplace platform focused on France. The French online shop of the world's largest sporting goods retailer. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
- Private label sales
- Marketplace commissions
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- France
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (France)
- #139 in this index
- Sector rank
- Leading e-commerce site in France
- Global rank
- 1500
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| intersport.fr | ≈ 30 million / month | #140 class competitor | — |
| amazon.fr | ≈ 22.5 million / month | #141 class competitor | — |
| go-sport.com | ≈ 15 million / month | #142 class competitor | — |
What is Decathlon?
Decathlon (decathlon.fr) is an online retail and marketplace platform serving users in France. The French online shop of the world's largest sporting goods retailer. It ranks #139 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Decathlon?
The site is operated by Decathlon S.A. (Mulliez family), founded by Michel Leclercq. The company was established in 1976 and is headquartered in Villeneuve-d'Ascq, France. It employs around 100,000+.
Traffic and audience
Traffic estimates place Decathlon at roughly 50 million visits per month, about 1.7 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Decathlon makes money
Revenue comes primarily from product sales, alongside private label sales, marketplace commissions.
Competitors in France
Its closest rivals include intersport.fr, amazon.fr, go-sport.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1976
Decathlon is founded in Villeneuve-d'Ascq, France.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #139 among the most visited websites in France.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Decathlon?
Decathlon is operated by Decathlon S.A. (Mulliez family). Private company structure, based on public filings and press reporting.
Where is Decathlon headquartered?
Decathlon is headquartered in Villeneuve-d'Ascq, France.
When was Decathlon founded?
Decathlon was founded in 1976 by Michel Leclercq.
How many employees does Decathlon have?
Decathlon employs approximately 100,000+ people.
What is Decathlon's revenue?
Decathlon's revenue: ≈ $17 billion annual revenue (est.).
Who are Decathlon's competitors?
Main competitors in France include intersport.fr, amazon.fr, go-sport.com.
How does Decathlon make money?
Mainly product sales, private label sales, marketplace commissions.
Is Decathlon publicly traded?
No — Decathlon is not listed as an independent public company; it is operated by Decathlon S.A. (Mulliez family).
How many visitors does Decathlon get?
Third-party estimates place Decathlon at roughly 50 million visits per month, mostly from France, with 76% mobile traffic.
Is Decathlon safe?
Decathlon is an established e-commerce site founded in 1976 and ranked #139 in France; use the official domain decathlon.fr and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsdecathlon.fr
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageFrance and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos