Homeshopping has been on a constant downward trend over the review period and this continued into 2021, with a further decline in value sales. Homeshopping is losing ground to online sales, with the profile of homeshopping consumers mainly older consumers, that may have mobility issues, and no access to the internet.
There was no significant change to the competitive landscape, with only two players having a double-digit value share, that is Bertelsmann Medien and Robert Klingel. Players are trying to remain relevant by integrating with online channels and as a consequence, orders via phone or post are falling each year, with retailers pushing online orders instead.
Over the forecast period, homeshopping will continue the long-term trajectory of steadily declining value sales. In fact, it is expected to be the worst performing retail channel over the forecast period.
For homeshopping players in Switzerland, the shift towards omnichannel will be vital to stay relevant. It will become increasingly challenging for players to remain focused solely on traditional homeshopping, with a steady erosion of sales expected going forward.
In the future, the major retail players are likely to either incentivise online shopping or deploy disincentives to deter homeshopping such as requiring consumers to listen to lengthy recorded telephone messages, before putting the consumer in touch with an operator.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Switzerland 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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