During the review period prior to the onset of the pandemic, the retail current value sales of homeshopping were declining steadily, with the growing popularity of e-commerce the main driver of this. During 2020, homeshopping benefitted from pandemic restrictions, as local consumers spent more time at home, with many of them watching more television.
In light of the growing demand for grocery items, grocery retailers eagerly ventured into food and drink homeshopping in 2020. This channel proved to be especially attractive for elderly customers, as they wanted to avoid physically shopping in stores but felt overwhelmed by e-commerce or may not have been able to access it at all.
In Spain, younger consumers are spending less time watching television and increasingly favouring streaming services like Netflix or surfing YouTube or social media like Instagram and TikTok. As a result, the audience for home shopping is both shrinking and ageing.
With the rapid development of e-commerce during lockdown, most companies specialised in homeshopping will continue to develop their e-commerce platforms in the forecast period. Even before the pandemic, most traditional homeshopping companies had launched online platforms.
Homeshopping retail current value sales will decline during the forecast period as a whole, albeit at a more modest rate than in the review period. The positive impact from food and drink homeshopping is highly unlikely to continue into the forecast period.
While food and drink homeshopping will likely continue to struggle due to competition from e-commerce in the forecast period, some products have an advantage being sold through homeshopping. For example, many local customers are still reluctant to order frozen products online, which is one of the reasons why these products perform relatively well in homeshopping.
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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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