The pandemic shaped Australians’ purchasing behaviour in different ways, with a key trend being a strong focus on e-commerce as their preferred shopping destination when there was a state-wide lockdown in key metropolitan cities. Furthermore, many consumers were also faced with lower discretionary incomes due to the negative impact that COVID-19 and the response to it had on the local economy.
While e-commerce was in direct competition with homeshopping over the review period, this trend accelerated in 2020 and 2021 as Australians moved online due to the lockdown and home isolation. In the last couple of years of the review period, there was a greater focus by retailers on embracing and introducing new, innovative online sales channels with convenient e-commerce functionalities.
The reduced demand for television and print media and the rapid rise of digital sales channels will result in a challenging future for homeshopping. This trend intensified during the pandemic with a significant boost to online sales due to social distancing measures and lockdown restrictions.
Traditionally, homeshopping’s primary target audience was baby boomers and less tech-savvy consumers. Like e-commerce, homeshopping uses interactivity to engage with customers, with the difference being that they use the telephone instead of the internet to purchase merchandise.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Homeshopping industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Homeshopping industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our Homeshopping research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!