Sigma Sports is opening its marketplace, powered by Mirakl, to specialist sellers – 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.

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.

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.

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

*Based on current active customers