In 2021, homeshopping was able to register positive growth given consumers’ home seclusion from May onwards due to COVID-19. The extended time at home paved the way for a greater number of products to be purchased from TV channels, especially those from the largest category of consumer health, as the Vietnamese became more vigilant over their personal health and wellbeing.
Consumer appliances began the review period as the most valuable area of homeshopping, supported by the communication of information about products and affordable pricing. However, consumer appliances had a mixed performance over the review period and lost share to other homeshopping channels, as it faced increasing competition from e-commerce and store-based specialists.
Homeshopping remained very fragmented in 2021 with no clear leading player. There are many small- and medium-sized businesses selling products that are imported from China, with no clear information about the manufacturer or brand.
Over the forecast period, homeshopping is expected to register steady current value sales growth, but at a lower level than over the review period. This slowdown will occur because homeshopping faces rising competition from other channels such as e-commerce.
In the coming years, many homeshopping players are projected to expand into e-commerce as a way to maintain their growth amidst the slowdown of the overall homeshopping channel. Having an e-commerce arm also helps customers who prefer to have time to make their purchase decision after watching an infomercial, as they can go online and place an order.
Catalogue mail order homeshopping is expected to remain negligible in Vietnam over the forecast period, with TV homeshopping continuing to be the primary homeshopping method. There are many homeshopping TV channels on which retailers can run infomercials.
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Understand the latest market trends and future growth opportunities for the Homeshopping industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Homeshopping industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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