Sigma Sports to launch marketplace in summer 2026

UK cycling retailer Sigma Sports will launch a marketplace in the summer and is recruiting specialist sellers for road and gravel bikes, as well as bike parts and accessories.

With Sigma Sports’ marketplace platform, brands retain full control over pricing. Sellers can set their own prices, run promotions on their own terms and maintain brand integrity across all channels. The model also enables better margins, with “highly competitive” commission rates compared with traditional wholesale mark-ups, allowing brands to retain more value from every sale.

The platform also opens up a significant new revenue opportunity. With more than 10 million sessions per year, 155,000 active customers and an average order value of £179 – around three times the UK eCommerce average – brands can reach a highly engaged and valuable customer base.

Sigma Sports also provides a curated, brand-safe environment where every seller is vetted and approved. This ensures brand integrity is protected, eliminating grey market activity, counterfeits and destructive price competition.

Payments are straightforward and predictable, with a Friday cut-off and funds paid within five working days, avoiding the long 60–90 day payment terms common in traditional retail.

Brands can also take advantage of Sigma’s retail media opportunities, promoting products directly to its engaged audience through targeted campaigns designed to maximise marketing returns.

Additionally, Sigma Sports manages all customer service and returns, allowing brands to focus on product development and fulfilment.

“We’ve always been selective about what we sell and who we work with – it’s how we’ve built 32 years of trust with our customers,” said James McEuen, CEO of Sigma Sports. “The marketplace extends that approach to a wider set of partners, and Mirakl’s technology makes the experience seamless for sellers and customers alike. We’re looking for sellers who share our standards and want access to the most engaged cycling and triathlon audience in the UK.”

The marketplace is built on Mirakl, an operating system for intelligent commerce that powers enterprise marketplace platforms trusted by more than 450 organisations worldwide, including Decathlon, B&Q and Superdrug.