Homeshopping has marginal relevance within non-store retailing and is expected to account for a small value share in 2023. As postage of marketing materials and call centre operation expenses for managing calls makes the channel less competitive and profitable, homeshopping sales continued to fall in 2018.
The rise of e-commerce and m-commerce, as well as the growing influence of social media channels, impacted homeshopping in Slovakia over the review period, resulting in rapidly declining sales. The channel’s 2018 value sales confirmed this trend.
While phone calls are still the main method of ordering products for customers of leading shopping operators, for multi-channel operators DRTV 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 existing portfolio.
With the decline in revenues from traditional teleshopping, Studio Moderna developed a multi-channel approach towards the development of its flagship Top Shop brand. The company has increased its number of physical outlets, which not only serve as collection points for phone or internet orders, but also as stores where products can be purchased directly.
The main competition for homeshopping in Slovakia is posed by internet retailing, which is to a large extent responsible for the channel’s decline. Homeshopping does not appeal to the young digital generation, which is used to communicating and shopping online.
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.
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This industry report originates from Passport, our Retailing market research database.