Homeshopping has continued to see an ongoing shift towards internet retailing in 2018, following the pattern seen throughout the review period. Leading companies, such as H&M Hennes & Mauritz Sverige, Ellos and Cellbes have helped to sustain sales having built up their customer base long ago through homeshopping.
Apparel and footwear is the the largest product category within homeshopping and the one with which most Swedes associate the channel. The majority of the leading players, such as H&M, Ellos, Cellbes and Halens, also have their origins in homeshopping and continue to focus on selling apparel and footwear, albeit whilst also offering other products.
IT literacy is high in Sweden and consumers appreciate the flexibility, convenience, price comparison possibilities and speed of internet retailing. Over the forecast period, homeshopping customers will therefore likely continue to migrate to internet retailing as the older, less tech-savvy generation declines or is introduced to online shopping.
H&M Hennes & Mauritz Sverige continues to lead homeshopping in Sweden in 2018 through its sheer size and leading position in apparel and footwear, in both the store-based and non-store environments. Whilst most of its homeshopping sales have been redirected towards internet retailing, some consumers still use homeshopping as their preferred method of purchase, although H&M is trying to migrate its remaining customers by having them fill in the item numbers from the catalogue online.
Second-ranked Swedish company Ellos AB has increased its value share in 2018 despite seeing a decline in current value terms. The company offers apparel and home furnishings to a well-defined target audience of women aged 30-60.
Homeshopping is declining at a comparatively rapid pace with internet retailing now accounting for the vast majority of total non-store retailing value sales. Homeshopping is also declining more rapidly than direct selling and has been smaller than this channel for several years.
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This industry report originates from Passport, our Retailing market research database.