Although the pandemic and the official response to it presented strong opportunities for non-store retailing channels to generate strong growth, homeshopping did not emerge as a popular alternative to store-based retailing. Therefore, even the closure of all non-essential retail channel mandated by State Governors for an extended period at the peak of the quarantine lockdown in Q2 2020 was not enough to support a positive performance for the channel.
Anticipating further struggles by the channel over the forecast period, most of the leading players active in homeshopping in Brazil have begun to invest in diversifying their operations. This strategy is considered to be a way of managing their withdrawal from homeshopping, mostly through digital alternatives, such as e-commerce and mobile commerce.
Consumers’ strong preference for digital channels when searching for convenience when shopping suffocates the performance of homeshopping as an alternative for non-store options. Indeed, the threat to homeshopping from e-commerce was building slowly over the entire review period as consumers became increasingly familiar with online transactions and more comfortable with online payments.
The future of homeshopping is not overly pessimistic, despite the persistent threat posed to the channel by the seemingly relentless development of e-commerce. Indeed, homeshopping is expected to record positive sales growth over the forecast period.
Although e-commerce poses strong competition to homeshopping, the shopping-from-a-distance component that is common to both channels poses similar challenges. One common aspect of e-commerce and homeshopping that has traditionally proven problematic is the difficulty that many customers have faced receiving their orders placed via both channels.
While e-commerce is a strong competitor for homeshopping, so is the experience offered by store-based retail. Therefore, companies operating in homeshopping in Brazil can be expected to continue migrating their operations towards both e-commerce and store-based retailing over the forecast period.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Brazil 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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