Homeshopping continued to record current value growth in 2018. However, the weak economy coupled with growing competition from other channels such as internet retailing and direct selling resulted in slower growth than in 2017.
With the rise of internet retailing many players within homeshopping have begun investing in their online presence in order to remain competitive. With internet penetration seeing significant growth over the review period, including in rural areas, consumers are increasingly going online to view and purchase products.
Home improvement and gardening and homewares and home furnishings remained the two most popular product areas within homeshopping in 2018, with both continuing to see steady growth. This is largely down to the strength of Homechoice.
Domestic company Homechoice SA Pty Ltd extended its lead in homeshopping in value terms in 2018. The company’s lead can be attributed to its continuous investment in catalogue design and its strong distribution network.
Verimark struggled in 2018 with it recording a decline in current value terms and slipping one place in the rankings. The company stated that the decline was down to a general drop in consumer confidence coupled with an increase in operating costs and the hike in fuel prices.
Another domestic company, Homemark South Africa, retained second place in the rankings in 2018 with it offering a wide range of products covering most areas of homeshopping. The company operates a 24-hour television shopping channel, with it having a strong presence in the country.
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This industry report originates from Passport, our Retailing market research database.