Homeshopping posted fairly modest growth in 2018 when compared to other retail channels. Homeshopping is, however, expected to continue to record positive growth as operators adapt their business models to keep up with changing consumer behaviour.
Homeshopping players have recognised that ordering via telephone is less common nowadays and that they have to evolve to widen their reach. While product demonstration on television remains a core strength of homeshopping, ordering and purchasing methods need to be diversified.
There remains potential for further growth over the forecast period thanks to the increasing penetration of digital television, which will enable more Filipinos to have access to 24-hour television shopping channels such as O Shopping and Shop TV. Free-to-air channels usually only air television shopping programmes at a certain time, commonly between midnight and the morning.
O Shopping announced in July 2018 that it can now be watched on ABS-CBN Plus Channel 8, which should certainly increase its viewing figures. On ABS-CBN TV Plus, O Shopping programmes benefit from a much better definition than on traditional analogue televisions.
Home Shopping Network’s (HSN) Shop TV was one of the first retailers to launch a mobile app in 2015. HSN reported a 47% increase in sales for Shop TV after launching the app.
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This industry report originates from Passport, our Retailing market research database.