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Homeshopping recorded negative growth in 2019. Homeshopping historically capitalised on the growing demand for ordering clothes from catalogues such as Otto, and consumer appliances and homewares advertised in homeshopping TV shows; which gave customers a wider choice in the early 2000s when there were not that many international brands in the country.
Traditionally, selling products on TV used to be the core business of homeshopping; however in 2019, e-commerce had become an increasingly important sales channel. The trend in e-commerce sees players increasing their investment online, which is seen to be more convenient for consumers, especially as it is available 24/7.
While phone calls are still the main method of ordering products for customers for leading shopping operators, for multichannel operators, direct response television shows and infomercials work mainly as marketing platforms for in-store and retail sales. E-commerce and mobile commerce have gained more and more sales share, with this shift expected to continue as further sales channels such as social media platforms and smart devices will grow an existing portfolio.
Homeshopping is a consolidated channel, with the top three players accounting for more than half of overall sales and the remainder being accounted for by smaller operators, for which homeshopping is a supplementary retail channel compared with internet or store-based retailing. There have been no new entrants in homeshopping in Slovakia for a long time as the channel is small and distribution costs kept rising over the last decade.
The main competition for homeshopping in Slovakia is posed by internet retailing, which is, to a large extent responsible for the channel’s decline. With growing e-commerce ubiquity, homeshopping operators have to face new competitors - not only the big players of e-commerce but also a wide variety of specialised e-shops.
Otto Group continued to see a fall in homeshopping sales in 2019. The player's sale were increasingly moving to e-commerce in 2019, as ordering through catalogues is continuously dropping.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Homeshopping industry in Slovakia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Homeshopping industry in Slovakia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Retailing market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.