Decathlon

decathlon.deFashion, beauty and consumer goods

EHI top 100 online shops #63

Level: 1; Basic web presence
Agent readiness score: 37
AEO score: 32
AI mention rate: 27%

Decathlon has an agent readiness score of 37 at level 1 (Web fundamentals), which is above the industry median of 25. AI engines name the brand in 26.7% of answers, the AEO score is 32 (ranked 11th of 30 in the industry). llms.txt, content signals, API catalogue, OAuth discovery, and OAuth protected resource are not yet in place.

The next three steps

1Content Signals
Add a Content-Signal line for search, ai-input and ai-train to robots.txt.
A step toward level 2
2llms.txt
Publish an llms.txt with a short summary and the key links.
3MCP Server Card
Offer an MCP server and publish its server card under /.well-known.

Compared with Fashion, beauty and consumer goods

Agent readiness37
Industry median 25 · rank 5 of 29
AEO score32
Industry median 31 · rank 11 of 30
Mentions in AI answers27
Industry median 16 · rank 7 of 30
Visibility25
Industry median 28 · rank 17 of 30
Citations3
Industry median 2 · rank 9 of 30
Sentiment78
Industry median 69 · rank 10 of 30

Agent readiness level

0Not yet agent-ready
1Basic web presence
2Bot-aware
3Agent-readable
4Agent-integrated
5Agent-native

To reach level 2:

Content Signals

The site blocks or ignores requests that don't come from a browser, and real AI agents hit that too.

Areas

Discoverability100
Content accessibility0
Bot access control63
APIs, auth and MCP0

Every check

Discoverability

robots.txtPassed
A valid robots.txt with crawl rules at the site root.
Top sites: 98%
SitemapPassed
An XML sitemap listing the pages, ideally referenced from robots.txt.
Top sites: 88%
Link headersCould not check
Send Link headers such as rel="api-catalog" or rel="describedby" on the homepage.
Top sites: 0%
DNS for AI DiscoveryNot present
Advertise agent endpoints with SVCB records under _agents.
Top sites: 5%

Content accessibility

Markdown negotiationCould not check
Return a markdown version when asked with Accept: text/markdown, for example at the CDN.
Top sites: 2%
llms.txtNot met
Publish an llms.txt with a short summary and the key links.
Top sites: 15%

Bot access control

AI bot rulesPassed
Explicit robots.txt rules for AI crawlers such as GPTBot, ClaudeBot and PerplexityBot.
Top sites: 99%
Content SignalsNot met
Add a Content-Signal line for search, ai-input and ai-train to robots.txt.
Top sites: 2%
Web Bot AuthNot present
Only relevant if you run your own agents or crawlers: publish a signing key directory.
Top sites: 0%

APIs, auth and MCP

API CatalogNot met
List public APIs in a linkset at /.well-known/api-catalog.
Top sites: 0%
OAuth discoveryNot met
Publish OpenID Connect or OAuth server metadata under /.well-known.
Top sites: 1%
OAuth Protected ResourceNot met
Serve protected resource metadata at /.well-known/oauth-protected-resource.
Top sites: 1%
auth.mdNot met
Publish an auth.md describing how agents sign in.
Top sites: 0%
MCP Server CardNot met
Offer an MCP server and publish its server card under /.well-known.
Top sites: 0%
A2A Agent CardNot met
Publish an agent card at /.well-known/agent-card.json.
Top sites: 0%
Agent SkillsNot met
Publish a skills index with the main tasks agents can do.
Top sites: 0%
WebMCPNot met
Register key actions such as search or cart as WebMCP tools.
Top sites: 1%
ARD manifestNot met
Publish an ai-catalog.json listing every agent interface.
Top sites: 0%

AI crawler rules (robots.txt)

Training

GPTBotallowed
ClaudeBotallowed
Anthropic-AIallowed
Google-Extendedallowed
GoogleOtherallowed
Applebot-Extendedallowed
Meta-ExternalAgentallowed
FacebookBotallowed
Bytespiderallowed
CCBotallowed
AI2Botallowed
Cohere-AIallowed
Claude-Weballowed
Omgilibotallowed
Diffbotallowed

OAI-SearchBotallowed
Claude-SearchBotallowed
PerplexityBotallowed
Applebotallowed
Amazonbotallowed
YouBotallowed
Timpibotallowed

Assistant

ChatGPT-Userallowed
Claude-Userallowed
Perplexity-Userallowed
DuckAssistBotallowed
MistralAI-Userallowed

Agentic commerce

x402Not present
MPPNot present
UCPNot present
ACPNot present
AP2Not present

Protocols that let AI agents shop and pay by themselves. They don't count toward the level.

Agent readiness score 37 · coverage 84% · checked on 21/09/2026 · www.decathlon.de

Mentions per AI engine

AIOpenAI3/15 · 20%
Sentiment: 100% positive, 0% neutral, 0% critical
CClaude5/15 · 33%
Sentiment: 20% positive, 80% neutral, 0% critical
PPerplexity4/15 · 27%
Sentiment: 80% positive, 20% neutral, 0% critical
GGemini4/15 · 27%
Sentiment: 40% positive, 60% neutral, 0% critical

Spotlight: Gemini

27%4 of 15 answers name Decathlon

„Wo finde ich das beste Sortiment für verschiedene Sportarten unter einem Dach?“

Für ein breites Sortiment an Sportartikeln unter einem Dach gibt es mehrere große Sportgeschäfte, die du in Betracht ziehen kannst: Decathlon: Decathlon ist bekannt für sein umfangreiches Angebot an Sportartikeln für über 70 Sportarten. Du kannst sowohl in den Filialen als auch online einkaufen. INTERSPORT: Bei INTERSPORT findest du ein großes Sortiment an funktioneller Sportkleidung und Ausstattung für verschiedene …

AI answer as returned, unverified and shortened.

Gemini names instead

INTERSPORT
Globetrotter
Gigasport
VAUDE
Wanderschuhe
Sonnencreme
Sonnenhut
Rucksack

Sources: intersport.de, decathlon.de, mach-sport.com, globetrotter.de, zalando.de, stuffle.com

Share of voice

Decathlon7%
Intersport3.5%
SportScheck3.1%
Globetrotter2.6%
Karstadt Sports0%
SportXX (Migros Deutschland)0%

Most cited sources

1.decathlon.de13
2.rtl.de12
3.globetrotter.de11
4.sportscheck.com10
5.intersport.de9
6.sportspar.de8
7.bergfreunde.de7
8.deutschlandtest.de7

Own domain's share of all citations: 2.6%

Every question and answer

Question (original German)	AIOpenAI	CClaude	PPerplexity	GGemini
Wie unterscheiden sich Fachmärkte für Multisport von spezialisierten Anbietern für einzelne Sportarten?
Welches Sportgeschäft bietet die größte Auswahl an Outdoor-Ausrüstung für Familien?
Was tun, wenn meine bestellte Sportausrüstung nicht passt oder beschädigt ist?
Ist es sinnvoll, Zubehör für verschiedene Aktivitäten gebündelt in einem Laden zu kaufen?
Wo finde ich günstige Angebote für Marken-Sportartikel ohne auf Qualität zu verzichten?
Wo finde ich das beste Sortiment für verschiedene Sportarten unter einem Dach?
Lohnt es sich, komplette Sportausstattungen in einem Multisportgeschäft zu kaufen?
Gibt es nachhaltige Einkaufsmöglichkeiten für Sportzubehör in Deutschland?
Was sind die Unterschiede zwischen Online- und stationären Sportfachgeschäften in Deutschland?
Was brauche ich als Familie für einen aktiven Tag im Freien?
Welche Ausrüstung eignet sich am besten für Einsteiger im Outdoor-Bereich?
Was sind empfehlenswerte Möglichkeiten, gebrauchte Sportartikel in Deutschland zu kaufen?
Wie gehe ich vor, wenn bei meinem Sport-Equipment ein Teil fehlt?
Welche Alternativen gibt es zu klassischen Multisport-Fachgeschäften für den Kauf von Sportausrüstung?
Wie unterscheiden sich die Preise für Sportartikel in großen Multisport-Geschäften im Vergleich zu spezialisierten Shops?

Brand named, positive
Brand named, neutral
Brand named, critical
Only competitors named
Brand not named
No answer

Badge for your website

<a href="https://aeo-audit.rezolve.com/de/decathlon" title="KI-Check Deutschland 2026: Decathlon"><img src="https://aeo-audit.rezolve.com/de/badges/decathlon.svg" alt="Agent Readiness Stufe 1, KI-Check Deutschland 2026" width="260" height="64"></a>

Audit completed on 21 September 2026. Methodology

Decathlon

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