The very strong growth that has been seen in homeshopping since the onset of the COVID-19 pandemic can be attributed mainly to the strict approach taken to social distancing and home seclusion in Malaysia in response to the threat of contagion presented by the pandemic. In particular, the imposition of quarantine lockdowns on the population of Malaysia left many unable to go shopping in the stores of non-grocery specialists, all of which were required to remain closed for extended periods as a key plank of measures designed to control the spread of the COVID-19 virus.
The most dynamic category of homeshopping in Malaysia during 2021 was consumer appliances homeshopping. Indeed, the incredible sales growth registered in the category during the year is a reflection of the increased demand for products that can make home seclusion a more comfortable and rewarding experience, including a variety of small cooking appliances and food preparation appliances that facilitate the preparation of meals from scratch at home using fresh ingredients.
In Malaysia, catalogue homeshopping has traditionally been the dominant homeshopping format, with customers typically placing orders by telephone. However, recent years have seen a marked shift away from customers ordering products they have selected from a catalogue by telephone towards customers browsing products online and then placing orders via e-commerce.
After two years of particularly robust sales growth in 2020 and 2021, the forecast period is set to see homeshopping register a much more modest performance. The most obvious reason for this is that the influence of the COVID-19 pandemic is expected to recede substantially over the course of the forecast period, with consumers likely to be able to visit stores to go shopping as and when necessary.
As mentioned above, smaller companies were among the best performers in homeshopping in 2021, with recent entrants and less prominent players generating very strong growth in sales from a low base as consumers became increasingly interested in the products that they offer. The forecast period is expected to see players that occupy the lower echelons of the rankings continue to generate strong sales growth, increasingly presenting challenges to leading players such as such as CJ O Shopping and Go Shop.
The forecast period is expected to see a continuation of the boom that has been seen in e-commerce since the onset of the COVID-19 pandemic. While this is potentially bad news for homeshopping players as it has the potential to deprive them of a substantial amount of consumer attention and demand for their products, it also present opportunities.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Malaysia 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 Malaysia, 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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