While direct selling has some distinctive qualities that are protecting it against the rise of internet retailing, homeshopping is proving far more vulnerable. Like homeshopping, internet retailing provides the convenience of ordering products from home and having them delivered.
Apparel and footwear is expected to remain the largest homeshopping category throughout the forecast period. Moreover, while it is set to see sales fall between 2018 and 2023, decline will not be as marked as in other categories, as sales are supported by long-established brands, such as H&M and Bon'A Parte, and a strong consumer base.
Unable to offer any distinctive competitive advantages, it is difficult to see homeshopping surviving in a pure form. The internet is so embedded in the daily lives of middle-aged and younger consumers that it has become the natural non-store retailing choice.
While the leading homeshopping players, H&M Hennes & Mauritz, Yves Rocher, DK Co, and Ellos Danmark, all saw their sales fall in 2018, they all also registered increases in their share of overall homeshopping value.
In 2018, H&M Hennes & Mauritz maintained the leading position it attained by overtaking beauty and personal care player, Yves Rocher, in the previous year. H&M is also the only major homeshopping player with a top 10 ranking in internet retailing in the Danish market.
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This industry report originates from Passport, our Retailing market research database.