Toys, Hobby & DIY market in New Zealand
The New Zealand Toys, Hobby & DIY eCommerce market is predicted to reach US$1,162.3 million by 2023 and accounts for 18.4% of the total eCommerce market in New Zealand. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 13.6%, resulting in a projected market volume of US$1,935.0 million by 2027. Within the Toys, Hobby & DIY market ecommerceDB considers the following four sub-markets: Hobby & Stationery, DIY, Garden & Pets, Toys & Baby, and Sports & Outdoor.
Market development
eCommerce revenue development in the Sports & Outdoor market in New Zealand
The New Zealand Sports & Outdoor eCommerce market is predicted to reach US$89.1 million by 2023 and accounts for 7.7% of the Toys, Hobby & DIY eCommerce market in New Zealand. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 11.5%, resulting in a projected market volume of US$137.9 million by 2027. The Sports & Outdoor eCommerce market is a sub-market of the Toys, Hobby & DIY market. Further categories within the Toys, Hobby & DIY market are: DIY, Garden & Pets, Hobby & Stationery, and Toys & Baby.
eCommerce revenue development in the Sports & Outdoor market in New Zealand
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
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Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Growth (in %) | 5.6 | 72.8 | 96.3 | 26.0 | 66.9 | 42.2 | 93.0 | 84.9 |
AOV (in US$) | 13.4 | 69.0 | 55.0 | 94.7 | 47.7 | 11.5 | 69.9 | 6.1 |
CVR (in %) | 5.6 | 72.8 | 96.3 | 26.0 | 66.9 | 42.2 | 93.0 | 84.9 |
Top stores
Top five Sports & Outdoor online stores in New Zealand by net sales 2021
With sales in the New Zealand Sports & Outdoor market, nike.com generated a revenue of US$57.0 million in 2021, which means it is the leading online store in this market. In second place is torpedo7.co.nz with a revenue of over US$35.8 million, followed by rebelsport.co.nz with a revenue of US$34.6 million. Altogether, the top three online stores account for a market share of about 37.3% within the top 100 stores of the given market. The Sports & Outdoor ranking of New Zealand is based on all online stores that generated sales in this market in 2021. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.
eCommerce net sales generated in the Sports & Outdoor market in New Zealand in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
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Filtered revenue (in mUS$) | 900.0 | 550.0 | 470.0 | 430.0 | 370.0 |
Share of global revenue (in %) | 20.7 | 12.0 | 3.9 | 20.6 | 20.7 |
Global revenue (in mUS$) | 8,300.0 | 4,600.0 | 1,190.0 | 2,122.0 | 1,814.0 |
Growth global revenue (in %) | 8.3 | 12.4 | 33.6 | 18.0 | 12.6 |
Market definition
Definition of the Sports & Outdoor market within the Toys, Hobby & DIY market
Market definition: Toys, Hobby & DIY > Sports & Outdoor The category Sports & Outdoor comprises leisure products linked to sports and outdoor activities. Sports and outdoor items also include clothing, shoes, as well as sports and outdoor equipment, e.g., hiking poles, backpacks, fitness equipment, hunting devices, sporting weapons, swimming accessories, and winter sports gear. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Track and jogging suits worn for sporting activities
- Lifestyle apparel by sportswear brands
- Functional clothing and footwear for sports purposes
- Athletic apparel and footwear worn for leisure
- Swimwear
- Fishing articles and equipment
- Summer and winter sports equipment
Out-of-scope
- Work clothes
- Diving equipment
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