During the review period before the onset of the pandemic, homeshopping retail current value sales had been expanding at a double-digit rate (albeit from quite a low base), and during 2020 they soared by a quarter. Not only were local consumers spending a lot more time watching TV for much of the year, but non-essential retail outlets were also forced to close during two lengthy lockdowns.
A key reason why e-commerce remains less developed in Greece in comparison with many other Western European countries is the fact that many local consumers remain reluctant to share their payment card details online due to the risk of fraud. Older consumers are more likely to fall into this category.
Many independent retailers who lacked the resources to open e-commerce shops began to take orders over the phone during 2020, with the government encouraging the adoption of what it called the ‘click away’ model. Traditional grocery retailers in particular flocked to this model, so food and drink homeshopping performed particularly well.
Homeshopping retail current value sales are set to decline during the forecast period. As the threat posed by the pandemic begins to fade, more local consumers will return to shopping in person and feel less need to make orders over the phone.
Local consumers will gradually become more comfortable with e-commerce during the forecast period. Meanwhile, both retailers and manufacturers will pay more attention to this channel and increase their investment in it.
Homeshopping itself will increasingly be digitalised during the forecast period. Websites will gradually replace catalogues, while social media like Instagram and Twitter will increasingly be used for marketing purposes.
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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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