Revenue share of lululemon worldwide 2012-2023, by sales channel

In the financial year of 2023, the global net revenue share generated from lululemon's direct-to-consumer segment was slightly under 45 percent, on equal footing with revenue generated from stores. This demonstrates a change in spending patterns since the COVID-19 pandemic, when the company's net direct-to-consumer revenue increased considerably in comparison to the revenue generated by its stores.