To gain some insights into the online fashion and clothing stores, we analyzed about 45k products from some of the top brands with an online store - Nike, Ralph Lauren, Gap (Old Navy, Banana Republic)…
The online footwear market in the US is growing at a steady pace, driven by a variety of customizable footwear and smart shoes available online. Consumers are becoming more fitness-centric and looking for something beyond a basic shoe. To meet this demand and interest, shoe brands are coming up with innovative and performance-driven shoes. We have analyzed the 7 most popular shoe brandsand their products listed on Amazon.com – Nike, Adidas, Under Armour, Skechers, Reebok, Puma, and New Balance.
- Nike (16.4K) sells the most number of products on Amazon.
- The Largest footwear subcategory on Amazon is Athletic (27.8K).
- Women (22.6k) have the largest selection of products on Amazon.
- Nike is the most expensive brand selling shoes with an average price of $103.30
- The Most reviewed brand on Amazon is Skechers with 604K reviews.
- Puma is the highest rated shoe with an average rating of 4.32.
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Number of Products Sold by Top Footwear Brands
Nike is far ahead of its competitors with 16.4K products on sale on Amazon. Nike makes a majority of its revenue from selling footwear and dominates the footwear industry. Nike has 241 stores in the US. Lately, other brands have been catching up to Nike in terms of number of products. Brands such as New Balance and Skechers have 9.7K and 7K products respectively.
Most Popular Footwear type
Athletic footwear seems to be the current focus for all footwear brands with 27.8K products for sale, accounting for more than half the products. Nike has more than 85% of its products in ‘Athletic’ category, followed by New Balance. In recent years, there has been a growing demand for Fashion Sneakers (9.8K) and Sneakers (3.6K) in general, and these occupy the second and third position respectively.
Men and women footwear products make up 82.32% of the total products, out of which women’s footwear is the larger segment. Nike has a huge presence in the women’s segment with 7.4K products but also has 7.1K products for men. Nike is followed by New Balance and Skechers who have more than 60% of their products aimed toward women.
Interestingly, Adidas, Puma, Reebok, and Under Armour have more items available for men.
Average Price across Brands
Puma seems like a more wallet-friendly brand with the lowest average price of $43.58.
Nike has the highest average price of $103.30, which is $38.00 more than the next pricey brand, Adidas with an average price of $65.30. Under Armour, has the least number of products but comes third with an average price of $61.70.
How much do consumers rate and review these brands?
Consumers love shoes and Adidas fares relatively better with an average rating of 4.28 and an average number of reviews (309K) when compared with others. Skechers is the most reviewed brand with 604K reviews. This is followed by New Balance, which also has the second-lowest average rating of 4.12. The number of reviews for Puma products are less than most of their competitors, however, they are the best rated brand with an average rating of 4.32.
Online footwear market and power of feedback
The online footwear market size will grow by over $70 billion during 2019-2023. More consumers are buying shoes online as in-person purchases are time-consuming. Consumers have access to a plethora of information about products on the internet and online reviews do have an impact on a brand’s reputation. Nearly three-quarters of U.S. consumers (and 71% of global consumers) consider product ratings to be “important” or “very important” to their purchasing decisions online. An average person reads around seven reviews before making a decision and is more likely to make a purchase after reading a positive review, rating, or items with more product information, such as images or videos. They would even pay more for a product if guaranteed a better experience.
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