The rate of growth in retail constant value sales (2021 prices) of homeshopping accelerated during 2020, before exhibiting a slight decline in 2021. As the COVID-19 pandemic raged across the nation in 2020, many Mexican consumers actively sought to avoid shopping in brick-and-mortar stores as much as possible in order to minimise the risk of contracting COVID-19.
Consumer health homeshopping performed particularly well during 2020, with retail constant value sales surging by almost a fifth. Consumer health homeshopping retail constant value sales continued to expand during 2021, albeit at a more moderate (but still vigorous) rate.
There are four major homeshopping companies – Teléfonos de México SAB de CV (TELMEX), CV Directo SA de CV, TV Ofertas SA de CV and Mas Ofertas Web SA de CV. However, these companies have all lost value share since the onset of the pandemic.
Homeshopping retail constant value sales will see no more than marginal growth during the review period, with consumer electronics and homewares and home furnishings set to be the top performers, followed by consumer health. The consumer base for homeshopping is dominated by older consumers who remain mistrustful of e-commerce, but this group will continue to shrink during the forecast period.
During the forecast period, homeshopping companies will try to compete with e-commerce with special promotions for customers who call in orders. Having products that are only available through homeshopping will also help to broaden its appeal.
Homeshopping will also see increased competition from other retail channels apart from e-commerce during the forecast period. In particular, some of the products that homeshopping companies offer can be bought at variety stores, which typically have a much wider product offer than homeshopping.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Mexico 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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