With the digital revolution and the growing development of internet retailing, many homeshopping companies have successfully moved into e-commerce and m-commerce, thus impacting homeshopping sales. Over the forecast period it is likely that homeshopping players will further invest in internet retailing, which is seen by consumers as more convenient due to enabling them to order products 24 hours a day, seven days a week, in turn further adversely impacting homeshopping sales.
The advent of smart televisions has brought new business opportunities for players, with most telecoms companies operating in the country already offering t-commerce to their customers. In Portugal, a smart television homeshopping service is available through Yubuy, a platform integrated into operators’ television boxes.
Media products remained the most valuable homeshopping category in 2018. Brands such as Selecções Reader’s Digest and Ediclube are set to remain fairly popular over the forecast period.
With a good reputation and a wide product range, especially in the media products category, Global Family Editions, with its Selecções Reader’s Digest brand, maintained its leading position in 2018. However, the company saw its share decline for the second consecutive year.
Once one of the largest and most recognised companies in the channel, La Redoute exited the homeshopping channel in 2018 to focus exclusively on internet retailing. Indeed, over the last couple of years the company stopped printing its catalogues as consumers increasingly moved online to view and buy its products.
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This industry report originates from Passport, our Retailing market research database.