COVID-19 contributed to decline in homeshopping, as consumers focused mainly on essential purchases in bulk from modern retail outlets. However, decline was seen for this channel even before the pandemic, as homeshopping has been feeling increased pressure from e-commerce in Taiwan.
TV homeshopping channels provide the advantage of vivid and professional product information shown on screen, but are constrained by the time limit of TV broadcasts. This means that the channel cannot sell many products at the same time.
Traditionally, homeshopping channels concentrated on local and international brands at high prices. To meet the changing consumer demand for a diverse range of products, homeshopping players have expanded to offer more differentiated products from overseas.
Homeshopping in Taiwan is predicted to decline further over the forecast period, although is set to see a slower decline than in the review period. Most TV homeshopping companies are now also present online or via mobile apps, and a large proportion of the customer base now utilises e-commerce instead.
With the fast-changing landscape in retailing and the impact from COVID-19, consumers are turning to more convenient consumption patterns, meaning they value being able to purchase anything from the comfort of their homes and at their fingertips through their smartphones. The home economy is expected to continue over the forecast period.
Leveraging broadcasting platforms such as social media and OTT platforms in the homeshopping channel allows consumers to watch when they want to, and with good-quality sound and effects, helping consumers better understand the features of products. Homeshopping channels can also focus on maintaining good customer after-sales service, which enables differentiation from e-commerce players.
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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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