Homeshopping has been in decline for many years in Sweden, and was not hit directly by COVID-19. However, an indirect effect of the pandemic was that it pushed more consumers to explore the opportunities and benefits of e-commerce, with a growing proportion of consumers suddenly becoming more familiar with and knowledgeable about online purchases, especially amongst the older generation.
TV shopping has more or less disappeared in Sweden. It was never big in the country, but has now almost completely gone, as very few people have cable TV any longer, instead subscribing to ad-free services such as Netflix and HBO Nordic.
Apparel and footwear remained the largest category within homeshopping in value terms in 2021, with most Swedes associating the channel with such products. The leading player Cellbes continues to focus on selling apparel and footwear, although it has also branched out into e-commerce, with this becoming a growing focus for the company as it looks to modernise its operations.
The future is bleak for homeshopping, with current value declines expected to continue throughout the forecast period. It is an old-fashioned way to conduct business, and sales are likely to be impossible to maintain over the forecast period, with decline being part of an existing trend and not solely due to the impact of COVID-19.
Consumers in Sweden are becoming increasingly conscious of issues around sustainability, and this could spell the end for printed catalogues, which are viewed by some as a waste of paper. Whilst some players are switching to online catalogues, this makes it harder for them to differentiate their offer from e-commerce platforms, many of which run regular promotions and discounts to attract new users.
After H&M Hennes & Mauritz Sverige left homeshopping in 2017, Cellbes has been the leader in homeshopping in Sweden in value terms. However, the channel is very fragmented, with “others” accounting for more than three quarters of value sales in 2021.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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