The Electronic Retailing Association

Goldmedia Market Study

The 2017 Multichannel Home Shopping Industry in Europe


ERA Europe, the Electronic Retailing Association, is proud to present the 2017 market study “The Multichannel Home Shopping Industry in Europe”, a study conducted on the 10 most important markets as well as reviewing consumer behaviour in five of these markets. This is the first market study on the European Home Shopping since 2012 and the third in the series commissioned by ERA Europe for its members. The study was once again produced by Goldmedia GmbH Strategy Consulting, the reputed market research partner and author of the first two European studies in 2012 and 2008.

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The study shows that the European Home Shopping market has adapted well to the many challenges of digitalisation and continues to show stable growth. Home Shopping companies (Live Shopping, Auction TV, Direct Response TV (DRTV) and their users and buyers on multiple channels, whether that be online, mobile, via Smart-TV or Social Media. Despite the strong competition in electronic retailing, Home Shopping remains very attractive to the users.

These trends are shown in the current study: “The Multi-channel Home Shopping Industry in Europe”. The study analyses the current market situation, the individual companies and the future developments of the Home Shopping industry in ten European countries. The study show similarities and specifics of the individual markets and forecasts the market volumes in Europe as a whole, as well as per country up until 2022. Part of the study is asking Home Shopping users in Germany, France, Great Britain, Italy and Russia: what are your interests, what do you like about Home Shopping, via which medium do you prefer to place an order and what do you think is the future of the industry? The study shows very clearly that Home Shopping users are very open to technology trends.