Homeshopping did not see any real benefit from COVID-19 as consumers continued the shift away from homeshopping to e-commerce, and continued to see declining sales in 2021. As online shopping became more prevalent, even older consumers, who would previously have used homeshopping, discovered the benefits of e-commerce.
Many homeshopping players continued to focus more on developing their online presence in 2021. Many no longer offer physical catalogues, but are shifting to an entirely online business model, especially as during the COVID-19 pandemic e-commerce gained important ground in Denmark.
Apart from the shift to e-commerce, homeshopping is also suffering from a natural decline in its consumer base. As many homeshopping users are from the older generations, the consumer base is naturally declining and many younger consumers are not even familiar with the concept of homeshopping.
Homeshopping is expected to continue to see declining sales across all categories over the forecast period as it faces increasing competition from e-commerce and more players shift to an entirely online business model. The lack of younger consumers will also continue to impact growth in homeshopping as the category will continue with only a very limited loyal following amongst elderly consumers in Denmark.
The number of players in homeshopping will continue to decline as the channel becomes less popular, and players will either go out of business of shift to e-commerce. It is unlikely that any new players will enter homeshopping over the forecast period, with e-commerce being the preferred business model for most new companies interested in servicing consumers through non-store retailing.
As sales continue to decline and more homeshopping players continue to shift their focus online, it is likely that a growing number of players will abandon the homeshopping model altogether and become pure play online players over the forecast period. Homeshopping has come to be seen as outdated by Danish consumers.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Denmark 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 Denmark, 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 Definitions
This report originates from Passport, our Homeshopping research and analysis database.
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