Sigma Sports opens marketplace to specialist sellers, powered by Mirakl
10 million+ sessions per year. 155,000 active customers. £179 average order value. Sigma Sports is opening its marketplace, powered by Mirakl, to specialist sellers - and recruiting founding partners for its Summer 2026 launch.
Sigma Sports is launching a marketplace in Summer 2026 and is now recruiting specialist sellers who want a premium, high-converting sales channel with improved profitability vs traditional wholesale.
For sellers, this is a straightforward proposition: list your products on the UK's leading cycling and triathlon website, keep control of your pricing, retain more margin than wholesale, get paid weekly, and let Sigma handle customer service and returns. No monthly fees, no listing charges, no setup costs.
Why Sellers Want This
The marketplace model gives sellers advantages that traditional retail and wholesale channels don't:
Pricing control - You set your own prices. Run promotions on your terms, maintain brand integrity across channels
Better margins - Highly competitive commission rates versus standard wholesale markup. You keep more per sale.
A major new revenue stream - 10 million+ sessions per year, 155,000 active customers, and an average order value of £179 - 3x the UK e-commerce average.
Brand integrity - A curated, brand-safe environment. No grey market, no counterfeits, no race to the bottom. Every seller is vetted and approved.
Weekly payments - Friday cut-off, paid within 5 working days. No 60-90 day terms.
Retail media opportunity - Promote your products directly to Sigma's engaged audience through targeted retail media, driving higher returns on your marketing spend.
Zero operational burden - Sigma handles all customer service and returns. You focus on products and fulfilment
The Sigma Audience
Sigma Sports isn't a general marketplace - it's a specialist destination built by serving the cycling and triathlon community for over 30 years. The numbers speak for themselves.
10M+ sessions per year
155K active customers
£179 average order value
70+ NPS score
5-star Trustpilot rating
3x UK e-commerce AOV
Spending power
84K+ customers spent £1,000+ lifetime
7,100 spent £2,000+ last year
£179 average order value
Traffic - And Sellers Don't Pay For It
51% of Sigma's traffic is organic and direct. That's 5 million+ sessions a year where seller products appear in front of high-intent buyers - at zero acquisition cost.
75% engagement rate
2.4% conversion rate
£3.85 revenue per session
Loyalty
32% repeat purchase rate (12 months)
9* average lifetime orders
58K new customers last year (+10% YOY)
This is a customer base that researches, compares, and buys premium products. They trust Sigma's curation, and that trust extends to marketplace sellers.
Founding Seller Offer
The marketplace launches into Sigma's peak season - 3.7 million sessions and 94,000 orders between May and August alone. Sellers who join before launch receive:
Founding seller status - Day-one visibility with access to all launch marketing
Peak season timing - Be live when demand peaks. List your products now for Summer 2026
Introductory retail media offers - Additional exposure through retail media for the first sellers live on the platform
Category priority - Limited sellers per category means less direct competition and more visibility
Platform input - Help shape marketplace features and seller tools
Powered by Mirakl
The marketplace is built on Mirakl, the Operating System for Intelligent Commerce, powering the enterprise marketplace platform trusted by over 450 organisations worldwide, including Decathlon, B&Q, and Superdrug. Mirakl powers more than $14 billion in GMV and has spent over a decade building the tools that make marketplace selling straightforward:
Simple product listing - Upload your catalogue via the Mirakl seller portal or connect via API
Order management - Real-time order notifications, shipping updates, and tracking
Performance dashboard - Sales, conversion, and customer data at your fingertips
Automated payments - Weekly settlement, no invoicing required
Dedicated support - Sigma's marketplace team supports you through onboarding and beyond
For sellers already on other Mirakl-powered marketplaces, the integration is familiar. For those new to marketplace selling, the platform is designed to get you live quickly with minimal technical overhead.
Categories Recruiting Now
Road & Gravel - Brands and specialists who can extend choice and availability across Sigma's core categories
Triathlon & Swim - Wetsuits, tri-suits, swim training equipment, transition gear
Sports Nutrition - Specialist and emerging nutrition brands, supplements, hydration
Bike Parts & Accessories - Expanded ranges including specialist workshop spares and hard-to-find components
Running - Footwear, apparel, and accessories for multisport athletes
"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. 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." - James McEuen, CEO, Sigma Sports
"The best marketplace partnerships create value at every level, and Sigma Sports is a strong example of that. Sellers get access to a high-converting, loyal audience they couldn't reach on their own, with Mirakl's tools making onboarding and operations genuinely straightforward. Customers get a wider choice of specialist products, curated to Sigma's standards, with a seamless experience that we quietly power behind the scenes. And Sigma extends its range and revenue without compromising the brand it's built over 32 years. Because Mirakl's infrastructure was designed exactly for that. Three stakeholders, one platform, no trade-offs." Simon Dyer, RVP Northern Europe & Middle East, Mirakl
How To Apply
Applications are now open for founding sellers. Contact the marketplace team to discuss your products and get started:
Email: sellers@sigmasports.com
Marketplace Manager: Matthew Mooney
About Sigma Sports
Sigma Sports is the UK's leading premium cycling retailer, serving road cyclists, gravel riders, triathletes, and runners from four stores - including its Hampton Wick flagship - and online at sigmasports.com. With over 30 years of expertise, 10 million+ sessions per year, 155,000 active customers, a 70+ NPS score, and a 5-star Trustpilot rating, Sigma Sports is the destination for anyone serious about their kit.
About Mirakl
Founded in 2012, Mirakl has been at the forefront of marketplace innovation, empowering every business to compete in the platform economy.
Today, Mirakl's operating system combines an enterprise marketplace solution (Mirakl Platform) that enables retailers and B2B organizations to launch, scale, and operate marketplaces and dropship, AI-powered multichannel selling (Mirakl Connect), retail media (Mirakl Ads) and an agentic commerce infrastructure (Mirakl Nexus).
With dual headquarters in Boston and Paris, Mirakl helps a global ecosystem of 450+ marketplaces (B2C and B2B) and a network of over 100k third-party marketplace sellers. Brands like Macy's, Decathlon, Carrefour, Asos, and Airbus Helicopters use Mirakl to grow their businesses in new and remarkable ways.