Executive Summary

Jan 2019
PROSPECTS
Looking to retain its identity amidst an omnichannel strategy

The main traditional communication channel for homeshopping in Colombia was television, which was an ideal medium to use for the promotion and selling of products; however, its use has become increasingly selective, causing homeshopping companies to continue losing favour amongst consumers. This has led to “info-commercials”, as they are referred to in Colombia, now being more popular on cable television, low-audience television guides and local channels where advertising targets a niche.

Channel struggling to reinvent itself

Different markets must find new ways to adapt to changes and innovate their offers. However, some players within homeshopping are struggling to come to terms with changes in technology (such as internet retailing) and new consumer demands, and continued functioning under the same traditional model.

Becoming a complement to others appears a winning strategy to follow

While many types of retailers have been adopting the path of expanding to other channels without losing their essence, homeshopping players appear to be migrating to other channels, and losing their original identity in the process. However, it seems that one of the alternatives for survival is to adopt other channels, contributing to the omnichannel strategy, such as opening physical points-of-sale in shopping centres.

COMPETITIVE LANDSCAPE
Different media, different businesses

To avoid disappearing within a competitive environment is leading homeshopping companies to expand their range of products by offering their customers different means to purchase beyond television, such as catalogues, internet, telemarketing and points of sale in different shopping centres. In addition, they are creating different companies under the same brand for each channel.

Selling at all cost continues to reduce the credibility of homeshopping

Disseminating the operation of homeshopping companies in different business legal forms, depending on the channel they use, is not only blurring its original offer, but also increasing doubts amongst consumers about its participants and the products they promote or sell through this channel. Reports that one such homeshopping seller who used to commercialise aesthetic procedures, stockings for size reduction, supplements, and gels, among many others, was apprehended for being part of a corruption network that involves fraudulent records with control authorities.

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Homeshopping in Colombia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Homeshopping industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Homeshopping industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Homeshopping in Colombia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Colombia?
  • What products continue to sell well through the homeshopping channel?
  • How is the homeshopping channel being affected by the growth of internet retailing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Homeshopping in Colombia - Category analysis

HEADLINES

PROSPECTS

Looking to retain its identity amidst an omnichannel strategy
Channel struggling to reinvent itself
Becoming a complement to others appears a winning strategy to follow

COMPETITIVE LANDSCAPE

Different media, different businesses
Selling at all cost continues to reduce the credibility of homeshopping

CHANNEL DATA

Table 1 Homeshopping by Category: Value 2013-2018
Table 2 Homeshopping by Category: % Value Growth 2013-2018
Table 3 Homeshopping GBO Company Shares: % Value 2014-2018
Table 4 Homeshopping GBN Brand Shares: % Value 2015-2018
Table 5 Homeshopping Forecasts by Category: Value 2018-2023
Table 6 Homeshopping Forecasts by Category: % Value Growth 2018-2023

Retailing in Colombia - Industry Overview

EXECUTIVE SUMMARY

Positive consumer confidence leads to greater stability within retailing
Dynamic proposals that add value to Colombian retailing
Variety of formats that aim to take benefits from others’ characteristics
Digital ecosystem emerging within national retail
Shopping experiences go beyond the acquisition of products

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 7 Cash and Carry Sales: Value
Seasonality
Mother’s Day
Father’s Day
Love and Friendship´s Day
Back to School or University
Children’s Day
Christmas
Payments and delivery
Emerging business models

MARKET DATA

Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 10 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 12 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 18 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 19 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 20 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 21 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 24 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 25 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 26 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 27 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 30 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 31 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 32 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 33 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 34 Retailing GBO Company Shares: % Value 2014-2018
Table 35 Retailing GBN Brand Shares: % Value 2015-2018
Table 36 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 37 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 38 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 39 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 40 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 41 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 42 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 43 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 44 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 45 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 46 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 47 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 48 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 49 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 50 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 51 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 52 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 54 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 55 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 56 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 57 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 58 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 59 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 60 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 63 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 64 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 65 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 66 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 69 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 70 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 71 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 72 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 75 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 76 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 77 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 78 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources