Homeshopping sales in the Netherlands continued to decline in 2018, with the channel increasingly considered antiquated and impractical. With internet retailing offering the widest range of products, convenient home delivery and the possibility to shop at any time of the day, homeshopping businesses are finding it difficult to compete.
The main reasons why homeshopping still exists in the Netherlands is a combination of nostalgia and consumers being uncomfortable or dissatisfied with internet retailing while not wanting to forego the convenience of the home order and delivery process. Some older consumers that grew up with homeshopping and/or are not comfortable enough with using the internet form the core target audience of homeshopping players.
With minimal innovation in recent years, product categories in which homeshopping were traditionally strong continued to form a mainstay of sales in 2018. Apparel and footwear as well as media products remained the most commonly sold items.
Robert Klingel Europe GmbH and Bofrost Holland BV remained the leading players in 2018. Robert Klingel, which specialises in apparel, continued to adapt to the evolving retail environment by increasing its focus on its online platform.
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This industry report originates from Passport, our Retailing market research database.