Benchmarks / Outdoor and sports / v1.0.0
Outdoor and sports agentic commerce benchmark v1.0.0
This is version v1.0.0, issued 13 October 2026. The current version is v1.0.1.
Across 34 outdoor and sports stores Ottom measured at every stage in the 90 days to 13 October 2026, the median agentic readiness score was 97 out of 100. 74% of them let an AI shopping agent reach the payment step.
n = 34 of 35 stores · 15 July 2026 to 13 October 2026 · v1.0.0 · bench-v5 · methodology
Scores come from the 34 stores Ottom measured at every stage. A further 1 was scanned but stopped before checkout, usually at bot protection or a robots.txt rule, so it has no comparable score. All 35 are still counted in the stalls below, because what was found on a store does not depend on how it was scored.
A store enters Ottom’s survey only if a catalogue of at least ten products can be read from it in one request, which in practice means Shopify and WooCommerce storefronts. These figures therefore describe the storefronts Ottom can read in bulk rather than outdoor and sports as a whole. The methodology sets out what that excludes.
Readiness score
The median of the 34 outdoor and sports stores Ottom measured at every stage in the 90 days to 13 October 2026 scored 97 out of 100, and a quarter of them scored 68 or below.
The spread of overall readiness scores across the category. We publish quartiles rather than a best and worst store, because the best and the worst are each one identifiable merchant.
Where agents stall
Of the 34 outdoor and sports stores Ottom measured at every stage, 74% scored 80 or better at the buy stage, against 91% at the evaluate stage.
Each stage of the journey, and the share of outdoor and sports stores whose score at that stage was 80 or better.
| Stage | Median score | Stores passing | Stores measured |
|---|---|---|---|
| Discover | 100 | 76% | 34 |
| Evaluate | 88 | 91% | 34 |
| Compare | 100 | 82% | 34 |
| Buy | 100 | 74% | 34 |
Reaching the payment step
74% of the 34 outdoor and sports stores Ottom measured let an AI shopping agent reach the payment step. Ottom stops there and never submits payment.
What stops them
The most common stall on outdoor and sports stores is products have no GTIN or MPN to match against, found on 69% of the 35 stores Ottom scanned in the category in the 90 days to 13 October 2026.
The most common stalls in this category, as a share of all 35 stores scanned. A stall found on fewer than 5 stores is withheld, because at that count it points at a merchant rather than at a category.
- No product structured data14%
- No product identifier69%
- Shipping cost revealed late14%
- Add to cart needs JavaScript14%
| Stall | Stage | Severity | Share of stores |
|---|---|---|---|
| Products have no GTIN or MPN to match againstEvaluate | Evaluate | Medium | |
| Add to cart needs JavaScript the agent cannot runBuy | Buy | Medium | |
| Product pages have no schema.org markupDiscover | Discover | High | |
| Shipping cost cannot be determined before checkoutCompare | Compare | High |
What to change first
- No product identifier
Populate the barcode field (GTIN, EAN or UPC) on each variant, which most platforms already have a field for.
- Add to cart needs JavaScript
Wrap the add to cart control in a form that posts to a cart endpoint, and let scripts intercept it for the nicer experience.
- No product structured data
Add schema.org Product JSON-LD to every product page, including offers.price, offers.priceCurrency and offers.availability.
5 further stalls were found in this category but withheld: too few stores showed them to report a share without pointing at an individual store.
Citing this benchmark
These figures are published under CC BY 4.0. Quote them freely, with this attribution:
Ottom, Outdoor and sports agentic commerce benchmark v1.0.0, 15 July 2026 to 13 October 2026, methodology bench-v5. https://ottom.io/benchmarks/outdoor-and-sports/v1.0.0. Licensed CC BY 4.0.
The same figures as JSON.