For years, television homeshopping was the main growth driver of the channel. However, its influence is now slowly weakening.
With disposable incomes on the rise and the percentage of internet users among the total population increasing, homeshopping is suffering. The internet enables consumers to search for the products best suited to their needs in terms of quality and price, and quickly order them.
The main player in the channel, Studio Moderna, seems to be aware of the fact that its future is not a secure one and so the company is investing in improving awareness of its brands. Indeed, brands such as Dormeo or Delimano go beyond the sphere of homeshopping.
In 2018, Studio Moderna continued to dominate the homeshopping channel. In fact, the company further strengthened its position thanks to a significant gain in share, while second-ranked Yves Rocher only saw its sales remain stable.
In 2018, homeshopping remained a channel with only a few players present. With homeshopping facing increasing pressure from other channels due to the development of internet retailing and shopping centres, not many companies are interested in it as any initial investment will be difficult to recoup.
For many years homeshopping sales have been threatened by internet retailers. However, the channel has managed to maintain its value sales and even grow.
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This industry report originates from Passport, our Retailing market research database.