Homeshopping was one of the few retailing channels that registered constant value growth in 2021. With the pandemic still lingering and consumers spending more time at home than usual, this resulted in an increase in value sales for home shopping.
Homeshopping is losing ground to online sales, with profile of homeshopping consumers mainly older consumers, that may have mobility issues, and no access to the internet. Younger consumers prefer shopping online and use sites such as online marketplaces to compare prices.
One of the key players in homeshopping for electronics and appliances was Garbarino. However, in 2021, the company closed more than half its stores and also stopped offering a telephone purchase service.
Over the forecast period, homeshopping is expected to continue to struggle as printed catalogues and TV shopping become increasingly rare. In addition, this channel will suffer from the effects of an ageing consumer base, as younger Argentinians become ever more inclined to use e-commerce options.
Despite the continuous decline of homeshopping as a retailing channel, companies offering this option are in a unique position to transition to e-commerce in the coming years. Logistical experience from homeshopping operations should simplify the transfer to e-commerce.
Since homeshopping mainly targets women, products related to health or beauty maintain high sales, second only to food and drink. Over the forecast period, the gap in sales between these categories is set to decrease, with retail value sales in beauty and personal care homeshopping set to increase substantially as image-conscious consumers seek salon-quality beauty and personal care items at more affordable prices.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing. Example brands include Otto, Neckermann, QVC.See All of Our Definitions
This report originates from Passport, our Homeshopping research and analysis database.
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