Growth percentages, home-shopping versus retail trade The home-shopping turnover has continued to grow (by double figures) every year since 2002, even when the traditional retail trade was clearly contracting. For example, growth figures for the retail trade were negative in 2003, 2005 and 2009, at respectively: -3.6, -0.4 and -4.1% . However, the home-shopping turnover grew in those years by 19.8, 15.5 and 14.2%.
The growth in home-shopping is thanks to online shopping. During the past five years this channel realised growth percentages between 17 and 38%. The other home-shopping channels, such as catalogues, post, etc., experienced annual contraction during this period, by percentages between -9.2 and -22.7%.
It is important to note here that this much-used benchmark is inaccurate: the home-shopping turnover figures include the online sales of travel, insurance and tickets. The benchmark does provide an indication of the growing share that home-shopping has in the retail trade.
Growth home-shopping vs retail trade
|
Growth in %, in
comparison with
the previous period
|
2005
|
2006
|
2007
|
2008
|
2009
|
|
Retail trade
|
-0,4
|
4,5
|
4,2
|
3,4
|
-4,1
|
|
Home-shopping
|
15,5
|
14,1
|
27,7
|
19,6
|
14,2
|
|
Online shopping
|
32
|
28
|
38
|
27
|
17 |
|
Other channels *)
|
-10,2
|
-17,1
|
-9,2
|
-22,7
|
-13,3
|
*) excl. travel, insurances en tickets
Bron: HBD, Thuiswinkel.org, Blauw Research, GfK Retail & Technology
