Homeshopping is a tiny channel in terms of retail current value sales and will continue its long-term declining trend in 2021. Retail current value sales in this channel peaked in 2015 but have decreased by almost a quarter during the review period.
Women represent the major consumer base for homeshopping, so this channel mainly sells products that appeal to them. Tamima Group, which has its own satellite television station, is the clear leader in homeshopping, specialising in home appliances and kitchenware.
Many Egyptian consumers have a negative image of homeshopping and are wary of buying products through this channel. Recent scandals have involved Chinese health teas and slimming pills.
The retail current value sales of homeshopping will continue to decline during the forecast period with no new players expected to enter due to the diminishing potential of the channel. Older women who do not own a mobile phone and who live in smaller urban centres or rural areas are the main source of demand for homeshopping companies.
Local satellite channels offer cheaper advertisement spots than network and Cable TV, leading local brands to focus on long advertisements and repetition to attract shoppers. Unfortunately, this strategy is having the opposite effect, deterring consumers from watching TV due to frustration over the number of length of adverts.
E-commerce is the most dominant threat for homeshopping operators, as it continues to attract consumers away from their TVs to buying online. However, the channel could also open opportunities for homeshopping operators, with many of the leading players likely to pivot towards e-commerce to revive their flagging sales.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Egypt 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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