The sales value (sellout, including VAT) of the organized Greek sporting goods market for the eight-month period January - August 2026 amounted to 344.6 million euros, recording an increase of 16.3% compared to 296.4 million euros in the corresponding period of 2025.
At the same time, the sales volume in pieces increased by +33.8% (from 8.3 million to 11.1 million pieces) and the number of orders by +10.5% (from 5.16 million to 5.7 million).
According to Convert Group, the simultaneous growth in all three indicators - value, pieces, orders - is characteristic of healthy, demand-driven growth, where the consumer buys actively: more frequently and more.
It is noted that this is the first time the Greek sporting goods market is being measured through aggregated sellout data with the joint initiative of the three largest traders in the sector: the Cosmos Sport / JD Sports group (all banners - Cosmos Sport, JD Sports, Sneaker10, Slamdunk, Sportsfactory, Rundome), the Sportswear Market - Fοurlis Group group (INTERSPORT and Foot Locker) and ZAKCRET (ZAKCRET Sports and Sneaker CAGE).
The data are collected and analyzed on a daily basis by Convert Group through the eRetail Audit platform.
More specifically, the monthly analysis highlights April (52 million euros) and July (52.2 million euros) as the most dynamic months of the eight-month period, followed by August (49.2 million euros).
April benefits from the spring shopping season (Easter, back to school, new collections), while July and August are fueled by summer activities, discounts and tourism activity. February remained the weakest month (31.3 million euros), maintaining the seasonal character also observed in 2025.
One of the most important findings of the eight-month period concerns the qualitative evolution of the average purchase. The average order value amounted to 65.90 euros (compared to 63.05 euros in the corresponding period of 2025), while the average number of items per order increased significantly: from 1.74 to 2.08 items.
The Greek sporting goods consumer rarely buys just one product - they buy an outfit, a set or even pieces of equipment. This trend aligns the Greek market with the standards of mature European markets.
The Shoes category remains the largest segment of the market in the eight-month period January - August 2026 (~51.0% of turnover, 175 million euros +15.5% year-on-year), followed by Clothing (~37.4%,129 million euros, +15.2%) and Accessories & Equipment (~11.7%, 40 million euros, +23.3% - the fastest-growing category of the eight-month period, although the smallest in size).
The Sport Lifestyle subcategory - sports fashion for everyday use - maintains its primacy over pure Performance both in footwear (88.8 million euros versus 75.9 million euros) and in apparel (78.8 million euros versus 46.7 million euros).
The athleisure trend, which characterizes the mature markets of Western Europe, continues to shape consumption patterns in Greece as well. The Outdoor category remains relatively small (13.6 million euros in total in Shoes and Clothing) compared to countries of Central Europe.
The time analysis of sales shows that the peak shopping hour and day is Saturday at 13:00.
This specific peak reflects the Greek habit of combining Saturday shopping in physical stores with visits to shopping centers and central commercial streets, shortly before lunch as well as in combination with online purchases. It is useful information both for merchants (staffing, promotional actions, product availability) and for suppliers.
According to Convert Group, which also manages the provision of Skroutz data to the market, in the same period, Skroutz recorded sporting goods sales with a total value of 58.9 million euros, through nearly 1 million orders.
It is estimated that the majority of these orders are directed to the remaining sporting goods merchants, highlighting the importance of the fragmented market beyond the "Big 3".
According to an initial estimate by Convert Group, the remaining merchants -including monobrand networks, such as the physical and online stores of adidas, Nike, Arena, Decathlon, etc.- may represent in total about 50% of the market, with the other half corresponding to Cosmos Sport-JD Sports, INTERSPORT-Foot Locker and ZAKCRET Sports-Sneaker CAGE.
SOURCE: ANA-MPA