Sportmaster
The online store of Russia's largest sporting goods retailer.
Sportmaster at a glance
Sportmaster is an e-commerce website and one of the most visited sites in Russia, currently ranked #129 in the country. It was founded in 1995 by Sergey Ivanov, Andrey Zakharov and is headquartered in Moscow, Russia. Today Sportmaster is owned by Sportmaster Group. Our estimates put its audience at ≈ 35 million visits per month. The business earns money mainly through product sales. Its closest rivals include lamoda.ru, wildberries.ru, ozon.ru.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 32.9 million / month | +2% |
| Q2 | ≈ 33.9 million / month | +3% |
| Q3 | ≈ 35 million / month | +3% |
| Q4 | ≈ 37.1 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 Russia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Russia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 10.5 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
- Russia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| sportmaster | 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 Russia 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 Russia
Company information
- Website
- sportmaster.ru
- Sector
- E-commerce
- Owner
- Sportmaster Group
- Owner type
- Private company
- Founders
- Sergey Ivanov, Andrey Zakharov
- Founded
- 1995
- Headquarters
- Moscow, Russia
- Employees
- 30,000+
- Ownership
- Sportmaster Group controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $3 billion annual revenue (est.)
- Languages
- Russian
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $3 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Sportmaster operates an online retail and marketplace platform focused on Russia. The online store of Russia's largest sporting goods retailer. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Russia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Russia)
- #129 in this index
- Sector rank
- Leading e-commerce site in Russia
- Global rank
- 2800
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| lamoda.ru | ≈ 21 million / month | #130 class competitor | — |
| wildberries.ru | ≈ 15.7 million / month | #131 class competitor | — |
| ozon.ru | ≈ 10.5 million / month | #132 class competitor | — |
What is Sportmaster?
Sportmaster (sportmaster.ru) is an online retail and marketplace platform serving users in Russia. The online store of Russia's largest sporting goods retailer. It ranks #129 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Sportmaster?
The site is operated by Sportmaster Group, founded by Sergey Ivanov, Andrey Zakharov. The company was established in 1995 and is headquartered in Moscow, Russia. It employs around 30,000+.
Traffic and audience
Traffic estimates place Sportmaster at roughly 35 million visits per month, about 1.2 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 Sportmaster makes money
Revenue comes primarily from product sales, alongside .
Competitors in Russia
Its closest rivals include lamoda.ru, wildberries.ru, ozon.ru.
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
- 1995
Sportmaster is founded in Moscow, Russia.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #129 among the most visited websites in Russia.
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 Sportmaster?
Sportmaster is operated by Sportmaster Group. Private company structure, based on public filings and press reporting.
Where is Sportmaster headquartered?
Sportmaster is headquartered in Moscow, Russia.
When was Sportmaster founded?
Sportmaster was founded in 1995 by Sergey Ivanov, Andrey Zakharov.
How many employees does Sportmaster have?
Sportmaster employs approximately 30,000+ people.
What is Sportmaster's revenue?
Sportmaster's revenue: ≈ $3 billion annual revenue (est.).
Who are Sportmaster's competitors?
Main competitors in Russia include lamoda.ru, wildberries.ru, ozon.ru.
How does Sportmaster make money?
Mainly product sales.
Is Sportmaster publicly traded?
No — Sportmaster is not listed as an independent public company; it is operated by Sportmaster Group.
How many visitors does Sportmaster get?
Third-party estimates place Sportmaster at roughly 35 million visits per month, mostly from Russia, with 76% mobile traffic.
Is Sportmaster safe?
Sportmaster is an established e-commerce site founded in 1995 and ranked #129 in Russia; use the official domain sportmaster.ru and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementssportmaster.ru
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageRussia 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