The rise of e-commerce is having a particularly marked impact on the development of homeshopping, which has historically focused on the same competitive advantages, primarily the convenience of ordering products from home and having them delivered. With the COVID-19 crisis having significantly expanded the e-commerce consumer base and familiarised many more consumers with shopping online, the threat to homeshopping has grown considerably.
MNC GS Homeshopping PT remains the largest player in homeshopping, despite recording declining sales in 2021, as in the previous year. In 2021, the company decided to rebrand by expanding its business into the online world through eMShop.
Homeshopping shares a number of similarities with direct selling, and there is no long-established tradition for homeshopping in Indonesia. Homeshopping is limited to TV shopping channels and products tend to be foreign and imported.
The homeshopping channel is expected to return to growth in 2022, as the immediate threat from COVID-19 wanes and the market sees the revival of more normal social and economic activity. The channel is expected to reach pre-pandemic levels of sales in the latter part of the forecast period.
As in other retailing channels, purchasing power will have a strong influence on the recovery of homeshopping. As the economy stabilises post-COVID-19 and disposable incomes rise, consumers will feel more confident and be willing to make more purchases.
Over the forecast period, MNC Shop is expected to continue dominating homeshopping in Indonesia. This can partly be attributed to the fact that MNC Shop is an entity of MNC Group, which has access to TV stations, paid TV channels and other media in the market.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Indonesia 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 Indonesia, 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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