In a continuation from 2020, the ongoing difficult context of the pandemic in 2021 further revealed the fragility and the obsolescence of the homeshopping business model. This channel’s sales fell further due to the relentless competition from e-commerce with consumers increasingly looking to digital channels to facilitate their non-store retailing experiences.
Unsurprisingly, the slightly better fate of food and drink homeshopping during the first part of the pandemic did not last beyond mid-2020. During the first stage of the pandemic, the announcement of the quarantine led many French people to order products from some of the leading players in frozen products.
La Redoute SA, the non-store retailing brand of France’s leading chain of department stores Galeries Lafayette, has traditionally been a purely homeshopping brand. However, the retailer has continued to adapt to changing consumer purchasing habits by diversifying the range products it offers via e-commerce as well as making close connections between its e-commerce operations and its physical presence through store-based retailing.
Homeshopping was already condemned to further decline prior to the onset of the pandemic therefore while French consumers will eventually return to normal purchasing behaviours, little will change for the homeshopping channel. While it accounted for around 75% of non-store-based retailing value sales a decade ago, this channel is anticipated to become near negligible in comparison with e-commerce by 2026.
Prior to the pandemic, the reinforcement of the omnichannel strategy of Nestlé’s coffee pod brand Nespresso had the potential to create significant growth in homeshopping in the short term. Initially mostly available in e-commerce and some mono-brand boutique-style retail outlets located in the largest cities throughout France, the Swiss brand recently widened this multichannel approach with a broader network of stores (including medium-sized towns), home shopping and e-commerce.
Even if the French had more time to watch TV during the lockdowns of 2020-2021, the structural disinterest in linear TV continued apace. The household penetration of digital TVs owned by French families declined substantially since 2012, when general streaming services first became popular among the country’s population.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in France 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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