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Someone buying shoes online asks how long the shoes can be returned, whether returning costs anything and how much delivery is. These decide 50 points out of a hundred.
Score shows how the company does on our comparison criteria, on a 0–100 scale. Rankings cannot be bought.
Basic metrics · 74.7
+ Footbalance 3D foot analysis and foot scanning available free of charge in stores, a dedicated page /inspiroidu/my-footbalance-palvelu/ describes the service in detail
Basic metrics: 74.7, rank 1 · no change
Basic metrics · 59.4
+ Very wide brand selection: Asics (19), Adidas (15), Brooks (10), Puma (8), Altra (6), On (6), Saucony (5), Mizuno (3), New Balance (2), 9 different running shoe brands
Basic metrics: 59.4, rank 5 · ▲ 3 places
Basic metrics · 60.4
+ Business ID (Y-tunnus) 1515574-2 shown in the footer with Stadium Oy's full contact details (address: Klovinpellontie 1-3, Espoo)
Basic metrics: 60.4, rank 4 · ▲ 1 place
– Delivery cost: The delivery cost is not published on the customer service page or the front page; it is shown only at checkout.
Basic metrics · 60.2
Basic metrics: 60.2, new in the comparison
Basic metrics · 63.6
+ Fitstation 3D foot scanner available free of charge in all XXL stores, a significant advantage for runners in the service selection
Basic metrics: 63.6, rank 2 · ▼ 3 places
Basic metrics · 62.3
+ A 14-day right of return is clearly stated in the terms of order for full-price products; exceptions (discounted products) are also mentioned
Basic metrics: 62.3, rank 3 · ▼ 3 places
– Return period: return terms were not found on the front page, sitemap, About us page or contact details page.
Basic metrics · 48.5
+ Free delivery on orders over 100 euros clearly shown in banners, competitive delivery offer
Basic metrics: 48.5, rank 6 · ▼ 1 place
– Return period: The front page has only a link title Deliveries and returns. The terms page was not found in the front page links or the sitemap.
Weights are fixed. All companies are measured on the same scale. Read the full methodology.
| Buying motive | What is measured | Scale | Weight |
|---|---|---|---|
| Return period QUESTIONHow long can shoes be returned? | Length of the return and exchange right in days from the arrival of the product. | 100 days or more = 100 points, 14 days = 0, in between directly proportional. | 20 p |
| Return costs QUESTIONDo I pay myself if the shoes don't fit? | Whether returns are free for the buyer. | Free return = 100, free to the store or limited = 50, customer pays = 0. | 18 p |
| Delivery cost QUESTIONHow much does delivery cost? | Cheapest delivery cost to Finland published on the page, in euros. | €3 or less = 100 points, €10 or more = 0, in between directly proportional. | 12 p |
| Basic metrics | Digital quality, transparency, reachability and AI quality score | Basic metrics × 0.5 | 50 p |
We scored 7 online shops selling running and sports shoes on 19 metrics. We compared foot analysis services, return policies, price-level transparency and brand selection. Specialist shop or large chain: which serves runners better?
Buying running shoes online is worthwhile when you know your foot type and favourite brand. A foot analysis in a shop before an online purchase is the best way to ensure the right last and level of support.
Lowest price of a running shoe in euros clearly visible on the page (25), foot analysis, gait analysis or 3D foot scanning offered (25), right of return in days clearly published in the online shop (20), free delivery available (terms published) (15), at least 5 different running shoe brands listed in the online shop (10), business ID (Y-tunnus) or company details visible on the site (5)
Transparency is 30% of the basic metrics, i.e. 15% of the total points · these metrics make up its 100 points · the full formula and the other pillars
How to read the comparison correctly: Half of the points come from buyer's questions, i.e. things the buyer finds out before deciding. The other half measures how openly the company publishes its prices, terms and contact details. Clear differences in points indicate a genuine difference: one tells you the price immediately, another only after logging in. Close scores should not be read as a ranking order, because every measurement has a margin of variation. The measurement accuracy and the full calculation formula are open in the methodology.
Customer experience is brought into the assessment separately. We also collect customer feedback and customer experiences about companies through separate surveys. The survey results will be added to the overall assessment later.
Foot analysis sets specialist shops apart from chains. Intersport's Footbalance 3D scan and XXL's Fitstation are free in-store services and are not available from the online shop, but after a store visit the purchase can also be made online.
The return period varies between 14–365 days. A long return period is important for running shoes, as the fit can only be confirmed after the first few runs.
Kärkkäinen and JD Sports cover different price ranges. Kärkkäinen offers the lowest entry price, JD Sports focuses on lifestyle and premium brands.
Every company is measured with the same public formula: half of the points come from buyer's questions and half from basic metrics, which have four pillars: technical quality, transparency, reachability and AI quality score. Ranking cannot be bought, and you can see the origin of each point on the company's profile. Read the full methodology →
In running shoes, half to one size larger than in street shoes is recommended. The foot swells while running, and room to move is needed in the front.
Yes, if you have been to a foot analysis or know your foot type. Choose a shop with a long return period (at least 30 days) so that you can try the shoes on a run.
A free 3D foot-scanning test offered by Intersport, which measures arch shape, width and gait line. The result recommends a suitable shoe type and insole options.
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