Homeshopping is an increasingly small retail channel in the Netherlands, generally made up of older consumers who grew up with homeshopping and/or are not comfortable using the internet, and who form the core target audience for homeshopping players. The problem for homeshopping as a distinct retail channel is that with each passing year the pool of potential consumers keeps shrinking, as more of those aged over 50 switch to using e-commerce.
Players who historically developed within the homeshopping channel are now increasingly ramping up their e-commerce capabilities. This is where future growth lies, and their business model can be adapted relatively easily, as they already run a remote order fulfilment business.
Homeshopping in the Netherlands will continue to decline over the forecast period, due to an increasingly limited number of players and the lack of interest in the channel, as it is generally considered old-fashioned and impractical. With e-commerce offering the widest range of products, convenient home delivery and the possibility to shop at any time of the day, homeshopping players will find it difficult to compete.
As larger players are reducing their focus on homeshopping, generally moving more towards online sales, this is creating more space for small players to fill the gap. While Bofrost Holland, which sells frozen food, remained in second position in homeshopping in value terms at the end of the review period, it is steadily transforming its business into one purely focused on e-commerce.
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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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