Case Study: Sigma Sports achieves expansion into 33 new countries and a 50% YoY AOV increase with Global-e

Sigma Sports, a leading road cycling and triathlon retailer, increased its international revenue by 192%

Sigma Sports, the UK cycling retailer founded in 1992, faced steep cross-border obstacles—especially for bulky bikes and wheelsets—where shipping costs made international sales unprofitable. To scale its global strategy it partnered with Global-e, adopting Global-e’s end-to-end, technology-based cross-border ecommerce solution to unlock international markets while preserving service and price competitiveness.

Global-e delivered a fully localized shopping experience (local pricing and currency, 95+ currencies, 150+ payment methods, duties/taxes prepayment, 25+ languages, multiple shipping options and a returns portal) and handled international logistics and risk. Since launching with Global-e, Sigma Sports expanded into 33 new countries, saw orders rise 120%, international revenue grow 192% and YoY AOV increase 50%—with standout market gains like Canada 5.5x, Ireland 5.3x, Japan 4.2x and the US 3.4x.

Sigma Sports

Nik Hill

Head of Digital