Speedo Multisport announced an impressive 44% growth in its online revenue in 2024, compared to the same period in 2023, surpassing the performance of its main physical store located in Shopping Morumbi. According to Roberto Jalonetsky, CEO of Speedo Multisport, "E-commerce has provided the brand with a decentralization of sales in certain categories, increasingly expanding the brand's contact with the consumer."
Speedo's e-commerce, which operates both on its official website www.speedo.com.br and on marketplace platforms such as Mercado Livre, Centauro, and Netshoes, has shown robust performance. “Our average order value grew by 14%, and the PA (pieces per transaction) increased by 21%. This is due to the diversity and speed with which we have been able to implement strategies focused on the end consumer, always aiming for a better customer experience and journey,” explains Jalonetsky. The company has invested in innovative technologies, such as virtual fitting rooms, artificial intelligence, and explanatory videos, in addition to improvements in logistics and customer service processes.
In 2023, Speedo Multisport's revenue grew by 24%, and this year the goal is to reach 30%. E-commerce plays a key role in this growth. "Our highest margin is online because, to avoid unfair competition with our more than 3,000 resellers, we always list products at what we call the 'full price,' meaning the maximum price that can be charged for a Speedo product," explains Jalonetsky. He adds that this strategy, while creating an additional challenge for online sales, increases the average order value, revenue, and consequently, the profit margin.
Speedo is also innovating in sustainable practices. The brand launched a clothing line made from recycled PET bottles and eliminated plastic bags from its stores, replacing them with recyclable TNT ecobags, which represents a reduction of 100,000 plastic bags annually. "These changes are part of our strategy to meet the growing consumer demand for sustainable products and demonstrate our commitment to environmental responsibility," emphasizes Jalonetsky.
Entering one of the most lucrative sectors of apparel, Speedo has launched a footwear line, including sneakers and flip-flops. “With Brazil being the 5th largest footwear producer in the world, the company is starting its operations in this segment with a line that includes sneakers and flip-flops. Speedo has already sold more than 15,000 pairs in just over a month, demonstrating the strength of its brand,” points out Jalonetsky. The new Speedo footwear collection features 45 SKUs for sneakers and 35 SKUs for flip-flops, all designed for comfort and performance.
The company is also focused on innovation with launches such as the Repellent line, a biodegradable t-shirt that offers protection against mosquitoes, developed to combat the dengue outbreak in Brazil. "The new line is sold exclusively through Speedo's e-commerce platform and incorporates advanced technology that repels insects and is protected against UV rays," emphasizes Jalonetsky.
With remarkable growth in e-commerce, sustainable initiatives, and expansion into new segments, Speedo Multisport is well-positioned to continue its success and surpass sales from its physical stores by 2025.
