Following a period of successive drops in sales, homeshopping saw sales increase for the first time in years in 2020. The restrictions as a result of the pandemic and the consequent increase in the number of consumers spending time at home boosted growth of the channel, especially for players that had invested in TV homeshopping, with the number of viewers significantly rising as they looked for alternative forms of entertainment.
Homeshopping as it is traditionally perceived continued to lose some of its competitiveness in 2021. With the digital revolution and the growing development of online sales in Portugal, many homeshopping companies have successfully transitioned to e-commerce and mobile e-commerce over the review period.
Competition among players offering vitamins and dietary supplements and other health-related products remained strong in 2021 with many companies significantly investing in marketing and maintaining a regular presence on television in the mornings and afternoons, to ensure visibility among their target audience. Viva Melhor, which offers a wide range of products, especially vitamins and dietary supplements, continued to gain value share in 2021, and recorded the highest growth in the channel.
As the local economy returns to a “new normal” and TV homeshopping loses its audience due to greater mobility outside of the home, the channel is likely to return to its downturn trend, with value sales remaining weak and below pre-pandemic levels. Nonetheless, companies such as Viva Melhor, which highly advertise on television and enjoy a strong reputation in the country among an older audience that spends greater time at home, are anticipated to perform more strongly.
Media products will continue to lead homeshopping sales in the coming years. The category is dominated by trusted and traditional brands such as Selecções Reader's Digest, with the latter ranking second overall in homeshopping in 2021, and seems to remain popular from generation to generation.
The emergence of smart televisions has created new opportunities for homeshopping players in Portugal, with most local telecom companies able to offer t-commerce to their customers. Yubuy is a Portuguese technology platform that offers a smart television service to local consumers, as it is integrated into operators’ television sets.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Portugal 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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