Similar to direct sellers, the online shopping boom in Australia poses significant challenges for homeshopping companies, but also creates new opportunities. For the most part, TV homeshopping players have adjusted well to the digital revolution by developing omnichannel strategies and increasing marketing activities via social media platforms.
Aside from the convenience factor, one major disadvantage faced by homeshopping is that is widely perceived as an outdated channel. Moreover, as is the case with direct selling, in recent years its image has been negatively affected by claims of false advertising and concerns about the efficacy and safety of certain products.
Brand Developers remained the overall leader in homeshopping in value terms in 2018, followed by Direct Group. Both companies operate TV channels dedicated to homeshopping.
Homeshopping operators will continue to experience fierce competition from internet retailing over the forecast period. Online retailers are increasingly incorporating infomercials and other tools traditionally used by homeshopping into their sales and marketing strategies.
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This industry report originates from Passport, our Retailing market research database.