New data from e-commerce platform Visualsoft reveals that this summer’s Women’s UEFA European Championship generated stronger online retail performance than the Men’s Euros the previous year—even before England’s historic back-to-back win.
Retail activity surged across categories such as Sports & Outdoors, Fashion & Footwear, and Children’s in the two weeks leading up to the Women’s final (14–27 July 2025), outperforming comparable data from the Men’s tournament (1–14 July 2024), which also saw England reach the final.
The Children’s retail segment recorded the most significant uplift:
- Revenue rose 54% year on year
- Orders increased by 15%
- Average order value (AOV) climbed 34%
Fashion & Footwear also saw a sharp increase, with revenue up 26% and orders up 19%, reflecting a surge in purchases of team shirts, trainers, and match-day outfits. Sports & Outdoors revenue grew 14%, accompanied by a 9% rise in orders, as fans stocked up on summer gear and sporting equipment.
Visualsoft noted clear spikes around key match dates. Sports & Outdoors sales jumped 30% the day before the semi-final, while Children’s revenue spiked 45% two days prior. Fashion & Footwear consistently peaked in the 24–48 hours before each major match, including a 14% rise just before the quarter-final.
While the Men’s tournament in 2024 also saw shopping surges tied to game days, the Women’s Euros consistently outpaced those levels. The shift highlights the increasing commercial influence of the women’s game.
