Homeshopping continued to see growth in 2021 with the channel benefiting from an increase in impulse purchases. With people spending more time at home and shops being closed during lockdown, consumers who had previously abandoned homeshopping returned to ordering goods via mail or telephone in 2020 and 2021.
With the rapid changes being seen in the retail landscape it has become important for homeshopping retailers to also have an omnichannel presence, given that increasing numbers of consumers are now shopping online. Some homeshopping retailers are reaching customers through catalogues or through TV but are then inviting the consumer to purchase their selected items online.
Some homeshopping categories like homewares and home furnishings, home improvement and gardening, and food and drink managed to see stable growth in 2021 despite the impact of the COVID-19 pandemic. Sales in these categories were supported by the fact more people stayed at home and so spent more time cooking and carrying out DIY around the home.
Homeshopping is expected to see a gradual decline in sales over the forecast period, with the channel increasingly seen as old fashioned. E-commerce is projected to gradually erode the customer base for homeshopping, with younger consumers likely to favour the vast array of e-commerce platforms and e-commerce shops that are accessible at the click of a button.
Despite the projected decline of homeshopping as a retailing channel, homeshopping companies are in a unique position to transition to e-commerce. Logistical experience from homeshopping operations should simplify the transfer to e-commerce, either through their own e-commerce shops or B2B services for aspiring or existing online retailers.
Traditional homeshopping company Studio Moderna, with its Top Shop brand, exemplifies the adoption of a multichannel strategic approach. The company has established several Top Shop outlets throughout the country that serve as stores but also as collection points for online or catalogue purchases.
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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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