patagonia.

com store analysis 2019

ecommerceDB.com - Online Store Report

July 2019
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patagonia.com
patagonia.com, operated by Patagonia,
Inc., is an online store with
internationally-focused sales. Its
eCommerce net sales are generated
mostly in the United States. Other
countries only account for a small share
of eCommerce net sales. With regards to
the product range, patagonia.com is a
specialized online store that
concentrates on Fashion products.

3
With a growth of 12.6% patagonia.com generated
approx. US$356m net sales in 2018
Development of net sales

patagonia.com eCommerce net sales incl. forecast for 2019 in million US$

+11.6%

+12.6% 396.9
+13.7% 355.7
+17.7% 316.0
277.9
236.1

2015 2016 2017 2018 2019

Note: Annual eCommerce net sales after the deduction of returns; Forecasts are the result of a Statista analysis based on revenue, traffic and
market development
4 Source: Statista analysis, ecommerceDB.com
Fashion is the most relevant category with a net sales
share of 55% in 2018
patagonia.com distribution of net sales by category

Share of eCommerce net sales in 2018

Electronics & Fashion Food & Furniture & Toys, Hobby & DIY
Media Personal Care Appliances

0% 55% 5% 0% 40%

Books, Movies, Household DIY, Garden &

0% Apparel 40% Personal Care 0% 0% 0%
Music Appliances Pets
Consumer Furniture & Hobby &
0% Footwear 10% Food & Beverages 5% 0% 0%
Electronics Homeware Stationary

Bags & Accessories 5% Toys & Baby 0%

Sports & Outdoor 40%

Note: Category definitions can be found in the appendix

5 Quelle: Statista analysis, ecommerceDB.com
92% of net sales via patagonia.com are generated in
the United States
patagonia.com distribution of net sales by country

Share of eCommerce net sales in 2018

No. Country Share

1 United States 92%

2 Canada 3%

3 United Kingdom 3%

4 France 1%

5 Germany 1%

6 - 0%

7 - 0%

8 - 0%

9 - 0%

10 - 0%

- ROW 0%

6 Source: Statista analysis, ecommerceDB.com

 patagonia.com offers a small range of payment
methods
Payment methods

Worldwide1 comparison of payment methods in percent Payment methods on patagonia.com

E-wallets 61.3
 PayPal

Cards 73.1
 Visa, Mastercard, American Express

Direct debits 22.4  -

Bank transfer 39.0  -

Invoice 30.0  -

Cash 20.9  -

Other 31.6
 Giftcard

1: Basis: All online shops that are available on ecommerceDB.com

7 Source: patagonia.com, Statista analysis, ecommerceDB.com
patagonia.com sells its products through only one
additional channel
Distribution channels

Worldwide1 comparison of distribution channels in percent Available channels for patagonia.com

Bricks & Mortar 42.2



Catalog, Mail Order 10.7 

Phone 19.4 

Marketplace: Amazon 17.0 

Marketplace: eBay 10.2 

1: Basis: All online shops that are available on ecommerceDB.com

8 Source: patagonia.com, eBay, ecommerceDB.com
MARKET
DEFINITIONS
Electronics & Media
Market definition

The eCommerce market segment Electronics & Media covers the sale via a digital channel of physical media (e.g. books, DVDs, CDs, Blu-
ray discs, computer/console games), consumer electronics (e.g. TVs, DVD players) and communication devices (e.g. desktop computers,
laptops, smartphones, tablets). Digital Media as well as the purchase and resale of used, defective or repaired goods (reCommerce and
C2C) are not included.

IN-SCOPE: OUT-OF-SCOPE:

▪ Physical media (e.g. books, DVDs, CDs, Blu-ray discs, ▪ Digital media (e.g. video-on-demand, music downloads,
computer/console games) eBooks)
▪ Consumer electronics (e.g. TVs, DVD players) ▪ Mobile contracts and tariffs
▪ Communication devices (e.g. desktop computers, laptops, ▪ Home appliances (e.g. coffee makers, washing machines)
smartphones, tablets)

10 Source: ecommerceDB.com
Fashion
Market definition

The eCommerce market segment Fashion includes the online trade of articles of clothing (for men, women and children), shoes and shoe
care products (e.g. cleaning products) as well as accessories and bags (e.g. hats, scarves, gloves and leather bags, suitcases, purses and
briefcases). Dedicated outdoor and sports clothing, outdoor and sports shoes as well as baby’s clothes are part of other categories (see:
Toys, Hobby & DIY). Also, the purchase or resale of used clothing articles is not included in this market segment.

IN-SCOPE: OUT-OF-SCOPE:

▪ Shoes and shoe care products (e.g. cleaning products) ▪ Outdoor and sports clothing
▪ Leather goods (e.g. leather bags, suitcases, purses and ▪ Outdoor and sports shoes
briefcases) ▪ Baby and children’s clothes
▪ Clothes
▪ Accessories (e.g. hats, scarves and gloves)

11 Source: ecommerceDB.com
Food & Personal Care
Market definition

The eCommerce market segment Food & Personal Care contains the online trade of food and beverages (excluding baby food), as well as
medicine, cosmetics, and pharmaceutical and personal care products (inclusive of prescription drugs for the private end user (B2C)). The
market segment also includes medical products for private use (e.g. blood pressure monitors, disinfectants, dressings).

IN-SCOPE: OUT-OF-SCOPE:

▪ Food and beverages ▪ Baby food

▪ Cosmetics ▪ Professional medical products
▪ Pharmaceutical products (inclusive of prescription drugs)
▪ Medical products for private use (e.g. blood pressure
monitors, disinfectants, dressings)

12 Source: ecommerceDB.com
Furniture & Appliances
Market definition

The eCommerce market segment Furniture & Appliances is comprised of the digital sale of furniture, kitchens and household goods (e.g.
kitchen accessories, bathroom accessories and home textiles), as well as electronic household appliances (e.g. washing machines,
dishwashers and coffee machines) for the private end user (B2C). Digitally distributed services (see: eServices) and the purchase or resale
of used, defective or repaired goods (reCommerce and C2C) are not included.

IN-SCOPE: OUT-OF-SCOPE:

▪ Furniture ▪ B2B markets (e.g. Alibaba)

▪ Household goods (e.g. kitchen accessories, bathroom ▪ Resale of used goods (reCommerce)
accessories and home textiles) ▪ Sales between private persons (e.g. Craigslist)
▪ Electronic household appliances (e.g. washing machines,
dishwashers and coffee machines)
▪ Kitchens

13 Source: ecommerceDB.com
Toys, Hobby & DIY
Market definition

The eCommerce market segment Toys, Hobby & DIY includes the online trade of toys, baby products (inclusive of baby food and clothing),
sport, outdoor, DIY and garden products (e.g. sports equipment, outdoor equipment, flowers, plants, tools, DIY products), as well as hobby
& stationery articles (e.g. art/collectors’ items, car parts and adult entertainment products). Digitally distributed services (see: eServices),
digitally distributed goods in B2B markets and the digital purchase or resale of used, defective or repaired goods (reCommerce and C2C)
are not included.

IN-SCOPE: OUT-OF-SCOPE:

▪ Toys, baby products (inclusive of baby food and clothing) ▪ B2B markets (e.g. Alibaba)
▪ Sport and outdoor products (e.g. sports equipment, outdoor ▪ Resale of used goods (reCommerce)
equipment) ▪ Sales between private persons (e.g. Craigslist)
▪ Garden products (e.g. plants) tools, DIY products
▪ Hobby and stationery (e.g. musical instruments and office
supplies)
▪ Other articles (e.g. car parts and adult entertainment
products)

14 Source: ecommerceDB.com
Authors, imprint and disclaimer

Stefanie Eden Marcel Marks Marcos Daniels

Head of Market Intelligence Analyst Analyst
eCommerce

Stefanie is Head of Market Intelligence at Statista and Marcel studied Business Administration at the TU Marcos studied Sociology and Political Science at the
holds a Diploma Degree in Economics and a Bachelor’s in Clausthal and at Buskerud University. Before joining University of Bielefeld. Before joining Statista he worked
Communications. She is an expert in eCommerce markets Statista he worked as a Sales Analyst in the field of for Kantar Emnid and the Parliament of North-Rhine-
and gained deep knowledge of innovative business eMobility. Westphalia.
models and their effects on the economy throughout
numerous research and consulting projects. Before joining
Statista she worked as advertising consultant for several
national and international clients.

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Disclaimer
This study is based on survey and research data of the previously mentioned sources. The forecasts and market analysis presented were researched and prepared by Statista with great care.
For the presented survey data, estimations and forecasts Statista cannot assume any warranty of any kind. Surveys and forecasts contain information not naturally representing a reliable
basis for decisions in individual cases and may be in need of further interpretation. Therefore, Statista is not liable for any damage arising from the use of statistics and data provided in this
report.

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