New research shows significant growth in the number of people purchasing sporting goods online. The research of 1000 shoppers and sportspeople was conducted by Empirica Research on behalf of The Australian Sporting Goods Association. It reveals online purchases of sporting goods, in particular footwear and apparel, is higher than purchases in other consumer merchandise categories.

Other results:

• 11.5 per cent purchased footwear online, with 6.8 per cent of those purchases at offshore online retailers. 
• 7.6 per cent purchased clothing online. 

The research also revealed that shoppers are becoming more accustomed to online purchasing and more willing to purchase goods from an online retailer:

• 14 per cent would buy footwear from an online retailer.
• Up to 15 per cent would buy apparel items online. 

ASGA executive director Brad Kitschke said it did not surprise the industry that up to 15 per cent of sales could occur online.

“We have always disputed claims that online retail in our sector was low. This research adds weight to the anecdotal reports from retailers that online sales of sporting goods, in particular footwear and apparel is around the 15 per cent mark.

“The positive news is that many consumers are purchasing and will purchase goods from Australian online providers. Sporting goods retailers have been some of the first to embrace online retail and are offering consumers this channel to market,” Kitschke said.

“Consumers now view online retail as the norm, and the broader retail industry needs to catch up. It’s pleasing that sports retailers are ahead of the game and recognise that there is opportunity for domestic online retailers.”

The AGSA says however that Australian retailers are still disadvantaged because of the imposition of tariffs on imports and the GST exemption which gives their offshore competitors up to a 20 per cent price advantage.

“Tariffs are imposed on imports for both footwear and apparel at five per cent and 10 per cent respectively. If you add the 10 per cent GST on top of that, an Australian retailer faces an impost of up to 20 per cent and cannot compete. This is Government policy driving consumers to spend their money offshore,” Kitschke concluded.

The ASGA has been campaigning for tariff reductions planned for 2015 to be bought forward to give Australian retailers the ability to compete without the imposition of additional Government imposed costs.

A copy of the full report of the research conducted by Empirica Research can be downloaded online.