Homeshopping sales in Bulgaria are generated primarily from TV shopping, making the channel heavily dependent on the state of TV advertising in the country. Towards the end of the review period, the two leading broadcasters, Nova and bTV, introduced new commercial policies.
Studio Moderna Bulgaria EOOD’s Top Shop remained the dominant player in homeshopping during 2021, well ahead of Skyshop Bulgaria EOOD’s Telestar. It has a loyalty programme and is very active on social media.
The largest categories in home shopping are consumer health, beauty and personal care, consumer appliances and apparel and footwear. Consumer health has performed particularly well since the onset of the pandemic, which has served to heighten local consumer interest in health and wellness.
Homeshopping retail constant value sales will be flat during the forecast period as a whole. The positive impact of an anticipated post-pandemic economic rebound will be offset by intensifying competition from e-commerce.
Homeshopping is set to remain a highly concentrated retail channel in 2021 and beyond, with Studio Moderna Bulgaria set to command a large proportion of category share. Second-placed brand Telestar will continue to grow and likely steal some share from the leader, although not enough to contest for the top position.
Older consumers are expected to be the main driving force behind the growth of homeshopping during the forecast period. The major players are aware of this and will target their significant media campaigns at this audience in a bid to drive sales and slow the shift towards e-commerce.
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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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