The performance of homeshopping in Italy has been sheltered, to an extent, from the effects of the Coronavirus (COVID-19) pandemic. Unlike other channels, homeshopping did not require many changes in order to make sales COVID-19-safe, as the convenience channel allows consumers to make purchases from the comfort and safety of their homes, thereby avoiding crowds in physical stores.
Homeshopping continued to register a drop in retail current value sales in 2021. As homeshopping was less affected than store-based retailers by the effects of the COVID-19 pandemic, the decline in channel sales owes much to the increasingly strong competition from other retailers.
Bofrost Italia continued to grow its retail value share and extend its lead in homeshopping in 2021. The company’s success is perceived to owe much to its ability to navigate and adapt to changing retailing scenarios.
Innovation is set to benefit mostly those homeshopping categories, such as food, which showed signs of positive trends even in the pandemic period. Indeed, homeshopping continues to represent a safe option as the pandemic situation eases, allowing consumers to benefit from convenience and a safe and healthy shopping experience from the comfort of their home.
An omnichannel approach is fast-emerging as the key to success in homeshopping, as in other retailing categories, and this development is set to accelerate in the forecast period. Through omnichannel strategies, homeshopping operations via television, catalogues and call centres are likely to be enriched as a result of the greater use of digital technology.
Over the forecast period, as homeshopping expands its omnichannel presence, through various collaborations and agreements, it will provide ways for operators to tap into the new habits of Italian consumers. This is likely to be most germane with respect to the digital boost emanating from the COVID-19 pandemic period.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Italy 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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