Summary
In the middle of October, Decathlon opened one of its largest stores in Oberhausen, impressively demonstrating that physical presence and online strategy are no longer opposites. The opening was accompanied by new product and material developments that showed how seriously the French sporting goods maker takes innovation, not only in the store but across the entire value chain. The store launch worked like a signal to the entire industry: anyone who wants to succeed in German retail must deliver experience, technology and reach at the same time.
Details
While Decathlon was expanding its physical presence, a very different battle was raging in the background: the fight for the favor of second-hand buyers. Vinted remains the face of this movement in the race and is repeatedly cited in current debates about the online boom in pre-owned fashion as a trendsetter. But the competition is not sleeping: momox continues to benefit from its straightforward buy-and-resell model for clothing and media, Sellpy positions itself as a convenient alternative for anyone who wants to get rid of second-hand goods without much effort, and Kleinanzeigen holds its ground as a broad secondhand marketplace that appears as the standard address in nearly every second-hand guide. This trio shows how finely differentiated the resale market has become: from direct sales to buy-back services, a dedicated model has emerged for every need. The week went quite differently for the big fast-fashion giants from the Far East. Shein had to absorb a 35.5 percent sales decline in Germany, and Temu also came under heavy pressure due to new fee regulations and markedly weaker figures. Taken together, these two developments look like a blow to the cheap-import model that has dominated until now. At the same time, established German names held their ground well: Otto remained highly relevant as a domestic e-commerce brand in the marketplace and shop environment, eBay generated visibility with new reach and recommerce signals, and the platform Mein-Deal stood out with a conspicuously high volume of deal and voucher posts, with which it deliberately positions itself in the bargain-hunter segment.
- 1Shein had to absorb a 35.5 percent sales decline in Germany, and Temu also came under heavy pressure due to new fee regulations and markedly weaker figures.
- 2In the middle of October, Decathlon opened one of its largest stores in Oberhausen, impressively demonstrating that physical presence and online strategy are no longer opposites.
- 3The opening was accompanied by new product and material developments that showed how seriously the French sporting goods maker takes innovation, not only in the store but across the entire value chain.
- 4The store launch worked like a signal to the entire industry: anyone who wants to succeed in German retail must deliver experience, technology and reach at the same time.
- 5While Decathlon was expanding its physical presence, a very different battle was raging in the background: the fight for the favor of second-hand buyers.
Conclusion
Altogether, online retail is changing at two ends at once. On one side, established players such as Decathlon are investing heavily in physical and digital experiences; on the other, the second-hand movement with Vinted, momox, Sellpy and Kleinanzeigen is clearly gaining ground. Meanwhile, the once dominant cheap importers Shein and Temu are showing real cracks for the first time. For German consumers, this means a shift in priorities: away from price alone and toward sustainability, trust and a tangible brand experience. This change is likely to reshape the market further in the coming months.