Alltricks is the French reference in outdoor sports e-commerce, founded in 2008 and a subsidiary of Decathlon since 2019. A historic specialist in cycling, now a must-have destination for running and outdoor, Alltricks reached €240 million in business volume in 2024, with over 54 million visitors per year and a catalog of more than 185,000 references from over 1,000 brands. Its marketplace powered by Mirakl, launched in 2016, brings together partner sellers selected for their sports expertise, and integrating it with Lengow means accessing this community of enthusiasts with an immediate competitive advantage.
54 M
visitors / year
€240 M
business volume (2024)
185K+
catalog references
#1
online bike sales in France
Alltricks, the "Amazon of cycling" turned outdoor leader in France
Founded in 2008 by Gary Anssens following a cycling accident, Alltricks was built on a simple yet bold idea: offering the widest and most expert catalog in the cycling world online, before expanding into running and then outdoor. The formula worked: from €65 million in revenue in 2018 at the time of its acquisition by Decathlon, the brand reached €240 million in 2024 — nearly a fourfold increase in six years. Les Echos awarded it the title of "Amazon of cycling," a phrase that perfectly sums up its value proposition: absolute specialization, massive catalog, logistics on par with major generalists.
Today, Alltricks employs 350 people, operates from a 34,000 m² logistics warehouse in Châteaudun (Eure-et-Loir), runs 9 physical stores
across France, and shipped 3.5 million items in 2024 to 61 countries. As a subsidiary of Decathlon since 2019, the brand benefits from the financial and logistical strength of the world's number one sports retailer, while retaining its positioning as an ultra-expert specialist and its agility as a digital brand. Its Mirakl marketplace, launched in 2016, is one of the first vertical sports marketplaces in Europe, and one of the most selective.
Why sell on the Alltricks marketplace?
Alltricks is not a generalist marketplace where your sports products would get lost in a catalog of millions of unrelated references. On the contrary, it is an ultra-specialized channel, with an audience of enthusiasts in active buying intent. For any player in cycling, running, or outdoor, a presence on Alltricks is a signal of legitimacy and a volume driver.
A community of enthusiasts, not occasional buyers: Alltricks visitors are cyclists, trail runners, hikers, and runners who know their sport. They buy regularly, with high average basket sizes, and are loyal to platforms that offer them the best expertise. Conversion rates there are structurally higher than on generalist platforms for these categories.
The Alltricks brand legitimacy: associating your products with France's number one online cycling brand means benefiting from technical credibility built over 17 years. An international brand, a shop, a regional distributor — all gain credibility in the eyes of sports buyers by being listed on Alltricks.
The Decathlon power in the background: since the 2019 acquisition, Alltricks benefits from Decathlon's logistics infrastructure, purchasing synergies, and international network (present in more than 60 countries). An internationalization lever accessible to approved partner sellers for markets outside France.
Integrated fulfillment option: partner sellers can entrust their stock to Alltricks, which handles preparation and shipping from its Châteaudun warehouses, with guaranteed 24-hour delivery. A decisive competitive advantage for buyers who are demanding about lead times.
Full pricing control: on the Alltricks marketplace, you freely set your own selling prices. No automatic repricing mechanism imposed — you manage your own pricing policy.
Boosted marketing operations: Alltricks offers its partner sellers the opportunity to participate in targeted commercial events (sports sales, French Days cycling, Black Friday outdoor) with homepage and dedicated newsletter visibility.
Strict selection = quality audience: the marketplace applies a strict vetting process for its sellers. Only professionals in cycling, running, and outdoor are accepted. This rigor strengthens buyer trust across all listings, and adds value to your shop by association.
The Alltricks marketplace is a selective marketplace: only professionals in the cycling, running, and outdoor world are accepted. Applications are submitted via the form available at alltricks.fr/surl/marketplace-sport. Once the application is validated (KYC documents, catalog verification), the shop is opened within the Mirakl interface.
Pricing model
Item
Amount
Details
Application
Free
Via online form. Validation subject to eligibility (cycling / running / outdoor sector).
Monthly subscription
€39 excl. VAT / month
Free for the first 3 months following the first sale. No minimum commitment period.
Sales commission
Variable by category
Rates negotiated at account opening based on the product categories offered.
Countries of sale
France + international upon approval
Sales outside France are subject to validation by Alltricks and reserved for brand owners. The catalog must be available in the local language.
Seller eligibility criteria
Alltricks applies a rigorous selection process. To be accepted as a partner seller, you must meet the following conditions:
Be a professional in the world of Cycling, Running, or Outdoor (brand, distributor, specialist retailer)
Be registered in the Companies Register (or equivalent for companies outside France)
Have mastery of delivery and BtoC customer relations: customer service, shipping deadlines, after-sales service, returns management
Have a responsive French-speaking customer support available
Accept the Alltricks quality charter and commit to maintaining sufficient stock
Services included for sellers
Dedicated Account Manager: each partner seller benefits from personalized support for onboarding, catalog optimization, and participation in commercial operations
Alltricks fulfillment option: possibility to entrust your stock to Alltricks for shipping within 24h from Châteaudun, a major lever for performance on lead times and customer reviews
Full Mirakl interface: back-office, order management, customer messaging, real-time pricing and stock API
Marketing operations: participation in key commercial events (Black Friday, French Days, sports sales, cycling back-to-season) with homepage and newsletter visibility
Sponsored listings: Alltricks offers advertising formats ("sponsored" listings) allowing sellers to amplify their visibility beyond organic ranking
What products to sell on Alltricks?
Alltricks is a vertical and specialized marketplace. Unlike generalists, only products within the cycling, running, and outdoor universe are accepted. This is both a constraint and an asset: your catalog is presented to an audience that comes specifically looking for these products, with strong buying intent.
Main categories
Cycling & bikes: road bikes, mountain bikes, gravel, electric (e-bikes), urban bikes and spare parts (frames, wheels, drivetrains, brakes, handlebars, saddles…)
Bike components & mechanics: derailleurs, cranksets, cassettes, chains, cables, hardware — a very high-volume category on Alltricks
Bike maintenance & tools: lubricants, degreasers, bike tools, pumps, inflators
Urban mobility: electric scooters, soft mobility accessories, protection and safety equipment
Second Life: second-hand, a strategic growth axis for Alltricks
Alltricks has made refurbished and used goods a true growth driver. Its Second Life service recorded growth of 103% in 2024, with refurbished bikes now representing 8% of its two-wheeler sales. The group also acquired Troc Vélo in 2021, the number one platform for private bike listings in France with 680 new listings per day. For sellers specializing in the refurbishment or resale of second-hand cycling and outdoor equipment, Alltricks is the French reference channel, with a buyer community perfectly comfortable with these offerings and strong brand legitimacy on the subject.
Best practices for performing on the Alltricks Marketplace
Master your product data: precise technical descriptions, filled-in attributes, valid EANs, white-background visuals. Alltricks is an expert marketplace — buyers read product specs in detail. An incomplete listing costs conversions and degrades your catalog quality score.
Activate Alltricks fulfillment: entrusting your stock to Alltricks gives you access to guaranteed 24-hour delivery and Châteaudun's logistics infrastructure. In a sports market where immediate availability is key (before a cycling ride, a race), this is a decisive conversion advantage.
Meet SLA requirements for shipping and customer service: Alltricks closely monitors order acceptance times, shipping deadlines, and customer service quality. Degraded metrics result in reduced visibility and may lead to suspension. Operational responsiveness is an absolute priority.
Work your content in French: all descriptions, categorizations, and communications with buyers must be in French. A French-speaking customer support team is a non-negotiable eligibility criterion.
Leverage seasonality: the cycling and outdoor market has very pronounced peaks (spring for cycling, autumn for technical clothing, Christmas for sports gifts). Anticipate Alltricks commercial events by synchronizing your stock and preparing your promotional offers in advance.
Integrate and manage via Lengow: synchronize your stock and prices in real time, manage your Alltricks orders alongside your other channels (Amazon, Decathlon Marketplace, Cdiscount…), and optimize your product listings according to Mirakl requirements, all from a single dashboard.
Who should sell on Alltricks?
Cycling and components brands: Alltricks is the number one digital showcase for cycling in France. Shimano, Michelin, Garmin, Oakley, The North Face are already there. For any serious brand in the cycling world, it is an essential channel.
Specialist cycling / running / outdoor distributors and retailers: multi-brand shops, regional distributors, wholesalers — the Alltricks marketplace provides access to a qualified national audience without the costs of a proprietary e-commerce site.
Foreign brands and shops looking to develop the French market: several partner sellers have joined Alltricks specifically to enter the French market, leveraging the brand's audience and notoriety. A considerable time saving compared to a standalone SEO or PPC strategy.
Refurbished and second-hand sports sellers: Alltricks' Second Life momentum (+103% in 2024) makes it one of the best French channels for refurbished cycling and outdoor products, with a customer base that embraces and values second-hand purchasing.
Sports nutrition and endurance accessories manufacturers: high-volume, repeat-purchase categories with a very active and loyal customer base on Alltricks.
Any seller already present on other sports marketplaces: if you sell on Amazon, Decathlon Marketplace, or other sports channels, Alltricks is the natural complement to reach the most knowledgeable community in the French market.
How to sell on Alltricks with Lengow
Lengow is an official partner of the Alltricks marketplace
via its Mirakl connector, guaranteeing full technical compatibility with the platform's infrastructure. The Lengow integration enables management of the entire sales cycle on Alltricks from a single access point, in parallel with your other channels.
The Lengow integration with Alltricks enables:
Automated catalog listing on Alltricks.fr, with product attribute mapping according to Mirakl requirements (EAN, French-language descriptions, compliant visuals…)
Real-time stock and price synchronization to avoid stockouts and pricing errors, which are critical on a specialist marketplace
Centralized Alltricks order management alongside your other channels (Amazon, Decathlon Marketplace, Cdiscount, Darty, La Redoute…)
Product data optimization to maximize listing quality and visibility in Alltricks search results
Performance tracking by product, category, and channel from the Lengow dashboard
