Homeshopping was already on the decline before the pandemic emerged in 2020. However, the channel has faced stronger competition from e-commerce as all forms of retailing turned online during the pandemic and subsequent lockdowns.
The pandemic has triggered the rise of livestream shopping - new e-commerce feature that is emerging as both competition and a possibility for homeshopping companies. Filipino consumers are becoming ever more receptive to the new form of shopping as it allows consumers to see someone else try and test the product when they are not willing or able to venture into stores to test it themselves.
Players like Shop TV from Homeshopping Network Inc are increasingly focusing on e-commerce to generate sales. Since homeshopping players have had to compete more directly with e-commerce during the pandemic, they have had to find more innovative and personalised ways to promote their products and brands.
Homeshopping is expected to continue declining, to the extent that it may become an irrelevant channel in the forecast period. This is especially true given the exit of key player, O Shopping, and the rapid emergence of e-commerce (including livestream shopping and live selling), which was already strongly challenging home shopping before the pandemic.
Moreover, TV and cable viewing in the Philippines is declining as the popularity of streaming services and online video sharing platforms continues to rise. The closure of ABS-CBN, the largest network in the Philippines, has also contributed to the decline in TV viewership.
Engagement with digital channels will become essential if homeshopping companies wish to survive in the forecast period. As such, players may focus on offering online stores or making products more widely available through third party e-commerce platforms.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Homeshopping research and analysis database.
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