Newly released market study: Homeshopping in Germany

As internet retailing in Germany continued to expand over the review period, classic homeshopping became out of date. In particular, young consumers who grew up with the internet do not even know that there is the possibility to order via phone or mail. Also, the younger generation find it much easier to simply search for a product online and place the order with just a few clicks, compared with spending time finding a product in a catalogue and placing the order offline. In this regard, catalogues are increasingly only used as a marketing tool, such as IKEA’s catalogue, which is still very popular. Nevertheless, many brands still have loyal customers in certain segments, who prefer to order in what they perceive as the old, reliable, easy way, via a catalogue and without having to use a computer.

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Competitive Landscape

Looking at GBO level, Otto Group remained the clear leader in homeshopping in Germany in 2015, with a value share of 14%, despite seeing a decline in sales. Otto especially felt the decline in the catalogue business over the review period. Accordingly, the company has successfully made the transition to internet retailing, but still has a small share of its sales coming from homeshopping.

Industry Prospects

The future of homeshopping in Germany looks very gloomy compared with internet retailing. Even the channel’s usual customers, those over 50 and older housewives, are discovering online shopping, and are increasingly switching to this channel, if they have not already. Big names such as Neckermann and Quelle have already been prominent victims of this development, as they both went bankrupt and were taken over by Otto. Now, even Otto itself, the leader in homeshopping, is planning to retreat from the catalogue business over the coming years. Whether the famous Otto catalogue will disappear in 2016 or even later is not yet clear; however, this development clearly shows that the days of the catalogue are numbered. Accordingly, over the next five years homeshopping is expected to see a negative value CAGR of 9% at constant 2015 prices.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Homeshopping industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Homeshopping industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Homeshopping in Germany market research report includes:

* Analysis of key supply-side and demand trends

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