MILAN-CORTINA 2026: Ecommerce Drives Consumer Trends

Accelerator for Sports and Lifestyle Ecommerce

As the Milan-Cortina 2026 Winter Olympic Games approach (February 6–22), the Italian economic system is preparing for an event capable of significantly influencing consumer behavior, demand dynamics, and digital go-to-market strategies.

Major international sporting events don’t just generate media visibility: they act as true catalysts for new purchasing behaviors, activating demand that manifests before, during, and after the event, with an increasingly evident impact on the eCommerce channel.

For brands in the sports, outdoor, and lifestyle sectors—and beyond—a strategic window for growth and international consolidation is opening. Provided they have scalable infrastructures, omnichannel governance, and an operational model capable of combining performance, control, and sustainability.

The Olympics Effect on Digital Consumption: What the Paris 2024 Olympics Taught Us

Data from the recent Paris 2024 Olympics offers clear insights:

On major eCommerce platforms in China, searches for sporting goods grew by up to +300%.
Some specific products—such as tennis rackets—recorded transaction increases exceeding +2000% in the 48 hours following Olympic victories.
According to Euromonitor International, during the Olympic period, traffic on Amazon France increased by +13%, with millions of additional visits compared to the previous month.

The pattern is clear: the event activates emotional engagement that quickly translates into digital purchasing behavior.

With Milan-Cortina 2026, the lighting of the torch could generate:

increased demand for technical equipment and sportswear;
increased purchases related to tourism and territorial experiences;
traffic and conversion spikes on proprietary stores and marketplaces.

The Italian Market: Solid Foundations for Structural Growth

The Italian market for sports equipment and specialized retail is currently worth approximately $8.5 billion, supported by structural trends:

60% of adults regularly engage in physical activity;
gym memberships have reached 8 million (+10% YoY);
growing attention to health, wellness, and performance.

On the digital front:

eCommerce for sports equipment in Italy reached €1.4 billion in 2024;
growth was +15% compared to the previous year;
40% of consumers express a preference for eco-friendly products;
a further +20% growth in online sales is expected in the near future.

Consumers are increasingly informed, oriented toward personalization, and sensitive to delivery speed, sustainability, and quality of the shopping experience.

The Hidden Risks Behind Demand Spikes

As Valentino Bergamo, CEO of Calicantus, points out:

“The demand spikes generated by the event will exert significant pressure on logistics, customer service, and omnichannel integration. The coexistence of multiple sales channels makes governance models essential—models capable of balancing international visibility, brand experience consistency, and operational efficiency.”

Increased demand, if not properly managed, can generate:

logistical congestion;
customer service slowdowns;
misalignment between direct channels and marketplaces;
pricing conflicts and loss of brand control.

Milan-Cortina 2026 can be a growth accelerator or a multiplier of operational inefficiencies.

Omnichannel Governance and Operational Model: The Strategic Role of the Merchant of Record

In a high-intensity scenario, the Merchant of Record (MoR) model represents an effective and sustainable solution.

Centralization of Complexity

The MoR enables:

managing regulatory and tax compliance in over 200 countries;
centralizing payments and risk management;
coordinating logistics and fulfillment;
overseeing customer care and returns.

This approach reduces operational complexity and allows brands to scale in a controlled manner, even in the presence of sudden demand spikes.

Balance Between Insourcing and Outsourcing

The Calicantus model integrates in a balanced way:

internal control over strategy, pricing, and brand identity;
outsourcing of highly complex operational activities.

This way, the brand maintains strategic governance while delegating execution to a specialized partner.

Milan-Cortina 2026 as an Internationalization Lever

Through integrated management of:

direct channels (D2C),
third-party platforms,
global marketplaces,

brands can expand international visibility and capture high-value segments, particularly relevant during global events like Milan-Cortina 2026.

Fulfillment optimization, especially in areas with a strong tourist presence, allows for absorbing demand spikes while ensuring reliability and timely deliveries.

The omnichannel customer experience must rest on a solid yet flexible governance system, capable of maintaining high service standards even in high-intensity operational contexts.