Homeshopping continued to record declining sales in 2021. While the fairly high prices for products offered by the channel are a discouraging factor and therefore less attractive during a period of economic instability as a result of the pandemic, this declining trend was already emerging over the review period.
Apparel and footwear and food and drink were the only main product categories to record positive growth in 2021, although their performances were unable to offset the overall substantial losses experienced by homeshopping as a whole.
Bonprix strengthened its dominance of homeshopping in 2021, gaining further value share given the rapidly diminishing competition in the channel as Yves Rocher Polska was the latest name to exit Poland. Bonprix offers a catalogue, which consumers are sent free of charge.
Homeshopping is predicted to see further declining sales over the forecast period, with all product categories expected to experience waning demand. With free delivery and returns, online customer support and competitive prices, Polish consumers will continue to choose alternative distribution channels such as e-commerce to purchase similar products offered by homeshopping.
Producers are likely to shift away from the traditional business model of homeshopping. With e-commerce continuing to penetrate overall retailing in Poland, as well as the stronger position of direct selling, homeshopping will remain a less preferred option for producers to invest in and to develop their businesses.
There is generally lower interest in the products offered by homeshopping in Poland. Lack of new products that would offer some form of differentiation or competitiveness is an important factor that will lead to a further migration away from the channel over the forecast period.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Poland 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 DefinitionsThis report originates from Passport, our Homeshopping research and analysis database.
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