The sneakerhead community is an ever-growing group of people dedicated to expanding their collection of the most exclusive sneakers. The sneaker market is worth an estimated $80 billion in 2024 and has not been immune to the emergence of e-commerce. The community has developed from people waiting outside of stores for hours on end to get their hands on the latest limited-edition releases to feverishly refreshing online shops, racing against time to process their purchase before inventory runs out, which often happens within seconds.
As both passions and the sense of urgency reach an all-time high, how is it that some sneakerheads always find themselves able to secure their pair within seconds of release? The answer is sneaker bots.
This article will go over what sneaker bots are and how they work. We’ll also explore their impact on retailers and the broader sneaker market, as well as what is being done to combat their use. Lastly, we’ll speculate on the future of sneaker bots.
Sneaker bots are software tools used to automate — in part or entirely — the purchase of sneakers. They come in a variety of forms, automating the entire purchasing process, expediting the purchase once a user has made a selection, or even automate registering for raffles. Similar automated tools exist for other products. At their most benign, sneakerheads will use these tools to speed up how quickly they are able to complete a purchase. These tools are designed to operate faster than regular humans.
In practice, sneaker bots can crawl through a retailer’s website, identify and select products, fill out check-out forms with pre-loaded personal and payment information, and even bypass CAPTCHAs, all factors that may slow a normal user down.
Sneaker bots automate the purchase of limited-edition sneakers from online stores by navigating through the retailer sites and finding the desired items at speeds that are faster than regular humans. The bots select products, fill out checkout forms with pre-loaded personal and payment information, and can bypass CAPTCHAs which might slow down a normal user.
Basic Mechanics
Here is an explanation of how sneaker bots work and function at a general level:
Sneaker bots expedite the online buying process, enabling users to obtain limited sneakers rapidly by automating the browsing, selection, and purchase phases.
Sneaker bots come in a variety of forms, each with its own uses. Bots are simply an automation tool; the actions they are automating can vary between use cases. Sneaker bots broadly fall into one of these categories:
While sneaker bots are a fantastic innovation for sneakerheads racing to make a purchase, retailers do not like bots. In theory they shouldn’t have a problem with them — from a financial perspective, why should it matter whether the sale goes to a regular user or a bot? It doesn’t necessarily disrupt their bottom line.
In practice, there are many reasons why retailers crack down on the use of bots.
On top of concerns related to their business and ability to analyze sales projections, retailers may also have legal obligations to grapple with. The problem is twofold. On the one hand, the use of bots is not inherently illegal, as no legislation exists to explicitly prohibit them. On the other hand, legislation can exist to ensure the retailer tries to keep the playing field even.
A sneaker retailer’s legal concerns can include the following:
Sneaker bots have impacted the sneaker market in two direct ways. Firstly, they have disrupted the experience of normal sneakerheads, creating the impulse for others to use bots to stay competitive. It’s also lowered the barrier to entry in terms of time commitment, increasing the number of people looking to buy sneakers, although it could be said that the growing number of enthusiasts has fueled the use of sneaker bots, too.
Secondly, not all sneaker bot users are just enthusiasts. The sneaker resale industry was valued at $6 billion in 2023 and estimated to grow to $30 billion by 2030. The artificial scarcity of limited-edition sneakers — a driving force for their appeal to collectors — also drives up the price as supply is strictly limited.
An example cited by Complex, a leading name in sneaker media, said that a retailer could have a limited sale on 10–20 pairs of shoes with 50,000 people trying to buy them, leading to the shoe selling out in under 10 seconds. The presence of bots in this equation exacerbates the inherent frustration of customers.
A 2021 NYT article about sneaker botting that tells the story of Bodega, a streetwear shop in Boston that released a limited edition sneaker in 2019 that sold out in just under 10 minutes with 60% of sales going to bots and one user managing to get hundreds of pairs of New Balance sneakers with many of their customers failing to acquire a pair.
This begs the question: At what point does frustration boil over and does someone abandon buying sneakers directly, resigning themselves to the fact that they will have to turn to the resale market?
Retailers have gone to great lengths to combat sneaker botting in practice.Some are direct by trying to identify and ban bots from their website. These include:
Retailers also have other methods available to them, such as developing their own markets and platforms, which make the use of automation significantly harder. Nike, for example, says that bots account for 10–50% users depending on the release on its platform SNKRS, but that it bans up to 12 billion bots every month.
Some attempts have been made by retailers to undercut the secondary sneaker market by re-releasing limited edition sneakers. While this succeeds in undercutting resellers it also undermines the exclusivity of owning a pair — a major selling point to customers.
This sets the sneaker market apart from other industries, where re-releases or producing additional inventory is a viable solution. In 2021, in response to scalping of its new PlayStation5, Sony promised to produce additional units to appease customers.
As the measures taken by retailers to impede sneaker bots increase, the bots themselves increase in sophistication to keep pace. One key element of this is avoiding detection. The straightforward answer is that they use proxies. By using a proxy’s IP and geolocation, sneaker bots are able to mask their identity between purchases. Additionally, a disproportionately large number of requests originating from one user can be spread out over multiple proxies in order to slip under a website’s radar.
In practice, not all proxies are created equal and there is a tradeoff between the different types. While one might have faster speeds it’s also more likely to be flagged, while another might be less likely to be detected but offer slower speeds. Some proxies even explicitly market themselves as sneaker bot proxies, offering a compromise between anonymity and speed.
Alongside proxies, specialized CAPTCHA bypassing software can be implemented to ensure those don’t present a barrier to the bot.
As previously mentioned, footprinting is another method sneaker bots use to avoid detection. By mimicking the browsing behavior of a normal user, bots are able to fool a website.
Given the intensity of the passion in the sneakerhead community, the inherently acute level of competition in the market, and the lucrative resale opportunities, it is unlikely that sneaker bots will ever be stamped out of the industry.
Retailers face an increasing number of challenges when implementing anti-bot measures, which are often very costly, necessitating the development of their own apps to achieve effectively. Aggressive anti-bot systems can and have incorrectly flagged genuine customers, either banning them or reversing their purchases.
Just as the sophistication of retailers’ anti-bot measures increases, the sneaker bots do too. This increases the amount of effort required to build and maintain them, driving up the cost of buying one, and they’re already more expensive than an individual pair of sneakers. The arms race may have an upper limit for both sides.
This also presents retailers with an interesting question. At what point does it become more financially prudent to facilitate the resale of sneakers on their own platforms, cutting scalpers or bots out entirely? This is especially true if customer frustration threatens to boil over to the point of damaging the market as a whole.
Legislation is also catching up. While sneaker bots aren’t illegal, they definitely fall into the category of “legally gray”. Anti-scalping laws already exist in some places specifically for the ticketing industry in the form of the 2016 BOTS Act. It is only a matter of time before that extends to include sneakers, as illustrated by the 2021 Stop Grinch Bots Act, legislation proposed by the US Senate, which would forbid any attempt "to circumvent a security measure, access control system, or other technological control or measure on an Internet website or online service to enforce posted purchasing limits or to manage inventory”.
The sneaker market, driven by an enthusiastic community and fueled by the temptation of limited editions, faces a significant challenge with sneaker bots. These bots, while offering a quick way to snag in-demand sneakers, also create unfair advantages and disrupt market balance. Retailers are actively seeking solutions, balancing the need to deter bots without alienating genuine customers. As technology evolves, so do the strategies to combat or utilize bots. The question of legality also looms, as does the possibility of retailers integrating the resale market.
All Proxidize hardware is assembled and shipped with from the United States and the Netherlands
All Proxidize hardware is assembled and shipped with from the United States and the Netherlands