The recovery of homeshopping was relatively muted in 2021 as the channel remained subject to slow improvement of employment rates and disposable incomes. Furthermore, extended promotional campaigns set to revitalise the channel were hampered by disruptions to the supply chain that spiked shipping costs, and subsequently, higher unit prices were passed to consumers.
The increased demand for convenience has led to homeshopping players expediting the adoption of omnichannel strategies. As a result, lines were increasingly blurred between the channel and digital offers.
The review period was marked by the repositioning of leading players as they sought to benefit from prevailing trends to boost their performances. As a result, Verimark expanded its offer of consumer electronics and appliances with selected features, to attract home-confined households as well as consumers who embraced the prevailing DIY trend.
The performance of homeshopping will remain subject to overall spending confidence over the forecast period, with the shift being particularly relevant for leaders such as Homechoice that targets lower-income groups. Sales could benefit from the anticipated stabilisation in the global supply chain set to lower pressure on operating costs and therefore allow players to resume extensive promotional campaigns.
Homechoice is expected to continue leading homeshopping over the forecast period, supported by its brand equity, diversified offer and credit payment solutions. The company will also benefit from the expansion of container showrooms in lower-income areas, as it improves greater penetration of townships.
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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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