There has been no more than a marginal decline in homeshopping retail current value sales since the onset of COVID-19. While the economic shock of the pandemic has obviously had a significant negative effect on demand by leading many local consumers to reduce their discretionary spending and boosting the popularity of e-commerce, this was counteracted in large part by that fact that they were spending more time at home due to lockdown and a fear of contagion.
Homeshopping in Thailand is largely conducted via digital TV channels and satellite TV, which are broadcast 24 hours a day. The most successful homeshopping companies during the pandemic mostly targeted baby boomers, who like to stay at home and watch TV, with health-related products.
Second-placed RS Public Co Ltd has been the standout performer in homeshopping since the onset of the pandemic, narrowing the gap in retail value share to leader TV Direct Co Ltd. Indeed, it is the only major player in homeshopping to register consistent growth in retail current value sales during the year thanks to its partnerships with TV operators and its investment in its own telesales staff who work 24 hours.
Direct selling retail current value sales will rebound strongly in 2022, exceeding their pre-pandemic (2019) peak, and they will continue to exhibit robust growth through the remainder of the forecast period. The channel’s recovery will be supported by most major players adapting to demand amongst budget-conscious consumers in an uncertain economic environment by providing promotional prices and promoting product warranties, as well as enhancing the efficiency of their delivery services, which will be particularly important in the face of increasing competition from e-commerce.
With younger Thais spending less time watching television, homeshopping players will pay more attention to social media during the forecast period. Some will increasingly use the likes of Instagram to livestream.
Health and wellness products remain a key focus of the homeshopping channel. Demand for items such as vitamin and nutrition products has been bolstered by the COVID-19 crisis, which raised consumer awareness of the need to maintain overall mental and physical health and, particularly, a robust immune system.
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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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