Team GB’s webstore is the winner in our latest DTC benchmarking

By Joanna Perry
Experience design
  • Team GB’s webstore tops the ranking of 10 UK Sports Teams & Clubs’ ecommerce sites
  • Tottenham Hotspur FC and Mercedes AMG F1 team take second and third
  • All Sports Teams & Clubs included have significant room for improvement to match the experience provided by the top performers in our original DTC benchmark research

With the Olympics in full swing, Team GB’s webstore has already scored gold, coming top in Inviqa’s research into the customer experience provided by the ecommerce sites of 10 Sports Teams & Clubs.

The research is the latest insight from digital experience design & build agency Inviqa. It compares the webstores of the 10 UK Sports Teams & Clubs to its original benchmarks from analysing the sites of 100 consumer brands across 10 product categories in 2023.

The 10 brands included in the new research were: Chelsea FC, Leicester Tigers, Lords, Manchester City FC, Mercedes AMG F1 team, Red Bull Racing F1 team, Team GB, Tottenham Hotspur FC, Wigan Warriors and Wimbledon.

Why Team GB's webstore leads the field

Team GB’s webstore topped the ranking having been refreshed in time for the Summer Olympics 2024, achieving 68% of the possible marks. The site scored full marks in the web experience and product page sections of Inviqa’s DTC scorecard, with user-friendly search and navigation menus, great product descriptions and product imagery, product rating & reviews and a variety of payment options. Full marks were also achieved for SEO and accessible web design.

Team GB’s webstore also encourages sports fans to buy merchandise direct with exclusive online products and bundles, and personalised products available. To improve further, it could make better use of added value content - such as how-to guides, videos and user-generated content - within key user journeys.

Tottenham Hotspur FC’s webstore was the second best performing, achieving 62% of the possible marks, while Mercedes AMG F1 team’s ecommerce site was third, with 58%. However, in comparison, both Nike and Adidas achieved 74% when they were assessed against the same scorecard by Inviqa in 2023, demonstrating that the Sports Teams & Clubs have some way to go to match the experience provided by leading sports product brands.

The average score for sites in the Sports Teams & Clubs category was 54%. The average score for all 100 brands in the original research was 59%, and of the categories assessed in the original research only Toys & Games had a lower average score than Sports Teams & Clubs at 50%.

Each brand was assessed through the eyes of a potential customer, looking at the potential friction points, proposition and value added along the shopper journey through a mixture of products, services, content and site functionality.

An overview of the findings and further details of the top-ranking brands can be downloaded here.