The share of sales generated through mail order catalogue, direct mail or TV shopping was already diminishing due to the challenge from e-commerce, and COVID-19 had little impact in terms of reversing this long-term trend. Despite consumers spending more time at home watching TV, the channel was not able to benefit from this.
Outbound phone campaigns to get consumers to sign up for subscription boxes of vitamins/ nutritional supplements, and cross-selling consumer electronics device upgrades to existing telecoms customers (with some upgrades in subscription plans) remain the best-known conventional homeshopping lead generation activities. However, such calls have long been associated with unfair trade practices and misleading and pushy sales tactics.
There is long-standing scepticism about ordering via mail or phone in Hungary, as misleading claims, overstatements and poor-quality products have diminished consumers’ trust in the channel. Clearing unethical and scam operators from the channel is a prime focus for regulators, and some homeshopping operators are still being fined for unfair trade practices.
Moving into the forecast period, homeshopping is set to continue to see current value decline, and although from the middle of the forecast period a return to growth is expected, this is likely to be negligible. Most operators once strongly associated with homeshopping have already transformed their business model, and e-commerce (and occasionally store-based retailing) generates a growing share of their sales, whilst sales via homeshopping keep shrinking.
Most catalogues have been pulled from distribution over the years, or mailing frequency reduced, as printing, distribution and data maintenance expenses have made this tool less effective than online campaigns. The planned hike in environmental product fees for paper advertising is also expected to have a strong influence on catalogue distribution by homeshopping players.
No new entrants are likely in homeshopping in the forecast period. Homeshopping remains unattractive to players, mostly due to the higher cost of reaching out to prospects and loyal customers compared with e-commerce.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Hungary 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 Hungary, 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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