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In September 2025, users visited nike.com around *** million times. This was a decrease of  million website visits compared to July 2025.

A D2C champion

What makes Nike special is their impressive performance in the direct-to-consumer (D2C) retail sector. In 2023, around ** percent of its total sales worldwide came from direct sales, up from ** percent in 2019. Nike houses over a thousand retail stores around the world, which make up part of its D2C sales. A large chunk of the company's direct selling also stems from its online store, which has achieved notable success since 2014. The e-commerce net sales of nike.com shot up from about *** billion in 2014 to an estimated **** billion in 2024.

The U.S. favorite sporting store

In 2024, Nike emerged as the most popular sports and outdoor online store among consumers in the United States, surpassing rivals such as Adidas and DICKS's Sporting Goods. When taking a closer look at the habits of these sports fans, around ** percent of U.S. shoppers purchase sporting items online, and that men make up the largest share of shoppers. A recent survey found that around ** percent of U.S. consumers rely on sports and outdoor brands they know and trust. Even a quarter of them felt that they were well-informed about online stores merchandising sporting goods, and around ** percent stated that sustainability was an important factor when shopping for these items.