Homeshopping continued on its downward trajectory in 2021, with the channel recording a double-digit decline in current value terms for the third year straight. Homeshopping has been negatively affected by the expanding availability of the products it typically sells in the regions of Russia.
The key audience for homeshopping are consumers aged over 50. These consumers often have more time to spend watching television than in other age groups.
The number of homeshopping players continued to decline at the end of the review period with players such as TV Club, Boom TV and others exiting the market and no new players entering to replace them. Major players such as Yves Rocher Vostok and Direkt Katalog Servis have shifted their focus towards promoting their online stores as they see no future in homeshopping.
Homeshopping players are expected to implement new digital innovations and will increasingly take an omnichannel approach in response to the shift in consumer behaviour. This is likely to include the use of electronic catalogues, Internet Protocol (IP) telephony, online stores, livestreaming, and targeted advertising through mobile apps and social media.
TV streaming services such as Okko and More.TV, and online cinemas, such as KinoPoisk HD, reported significant growth in their audiences and revenues in 2020 and 2021 in Russia.
Despite the overall decline of homeshopping, category leaders Home Shopping Russia (which operates HSR 24) and Leomaks OOO (the operator of Leomax+) saw positive performances in 2021. Both companies are deploying omnichannel strategies managing both TV channels and online stores.
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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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