July 30 – The UEFA Women’s EURO 2025 hasn’t just broken new ground on the pitch – it’s delivered knockout results in the world of online retail too. According to fresh data from ecommerce specialists Visualsoft, the Women’s tournament outperformed the Men’s 2024 edition in various online sales metrics across fashion, sport, and children’s products.
According to the data comparing the fortnight leading up to each tournament final – 1–14 July 2024 (Men’s EURO) vs 14–27 July 2025 (Women’s EURO) — Visualsoft found that the Lionesses’ charge to the final spurred greater consumer spending than their male counterparts, who also reached the final a year earlier.
The Children’s sector led the surge, with online revenue rising by 54%, orders by 15%, and average order value (AOV) up 34%.
Fashion & Footwear also saw strong gains, with a 26% revenue boost and 19% more orders, suggesting fans were dressing the part for match days. Meanwhile, Sports & Outdoors enjoyed a 14% rise in revenue and 9% more orders, as consumers stocked up on summer kits and fan gear.
“Big matches are becoming more than just sporting events, they’re now key cultural moments that drive meaningful online engagement and spending,” said Jen Pollard, Data Analyst at Visualsoft. “It’s been incredible to see the Lionesses inspire not just the nation but also noticeable shifts in retail behaviour.”
Spending patterns also reveal peak activity just before key fixtures. Ahead of the semi-final, Sports & Outdoors sales jumped 30%, while Children’s orders soared 45% two days prior. These trends mirrored those seen during the 2024 Men’s tournament, but with stronger spikes during the Women’s Euros — a sign of the growing commercial power of the women’s game.
This is not to say that the Women’s game is a stronger commercial force than the Men, but it does show that during tournaments it can certainly keep pace.
VoucherCodes previously estimated that the Women’s EURO 2025 would inject £801 million into the UK economy. Visualsoft’s year-on-year retail figures suggest that when home teams go deep into major tournaments, the effect on ecommerce can be seismic — and increasingly, women’s football is leading that charge.
UEFA and organisers can take note: the Women’s EURO was not just a sporting triumph. It was a commercial force.
Contact the writer of this story, Harry Ewing, at moc.l1753875022labto1753875022ofdlr1753875022owedi1753875022sni@g1753875022niwe.1753875022yrrah1753875022
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