Double-Digit Growth Continues in Online Home Improvement Market

E-commerce becoming a critical part of the home improvement industry’s DNA

Port Washington, NY, February 6, 2018– U.S. online sales of home improvement products increased 34 percent in 2017, reaching nearly $20 billion, according to ecommerce insights from The NPD Group’s Checkout consumer receipt mining service. Double-digit growth was prevalent across all major home improvement category segments last year – everything from plumbing and hardware to outdoor living and decor.

Several categories, like hardware, lighting and ceiling fans, bath and faucets, and storage outpaced the overall industry’s growth in 2017. However, Checkout e-commerce information reveals that air filters and blinds were the fastest growing home improvement categories in e-commerce this year, far exceeding the industry average with 90 percent gains in dollar sales compared to 2016.

“The home improvement industry is realizing the impact of the ease that e-commerce brings to the consumer shopping experience,” said Joe Derochowski, executive director and home industry analyst at NPD.  “And consumers are realizing the ways online shopping can meet their home improvement needs, from auto-replenishment of low-touch, staple purchases, to providing detailed guidance in finding the right product to fit their home.”

While all home improvement categories are growing, some are still experiencing their initial online blastoff momentum with steady rises month after month, like air filters and blinds have seen over the past two years. Reviewing Checkout’s longitudinal e-commerce results, more recognizable sales trends emerge in categories that have had more time to develop in the e-commerce space, like the bath and faucets segment.

“The home improvement industry is evolving. E-commerce maturity is translating into sales results that more accurately reflect the nuances of the industry’s broader seasonal, and more traditional category-specific trends,” added Derochowski.  “The future path for the industry depends on three things – the consumer’s ability to connect products to their needs, the retailer’s ability to keep up with logistical demands around delivery, installation, and returns, and finally, a cohesive relationship between brick-and-mortar and e-commerce that helps consumers with whatever home improvement task is at hand.”

Checkout delivers the most comprehensive view of consumer purchase behavior for general merchandise categories, across all retailers over time, to help you understand how to adjust your marketing to fuel growth. Checkout E-commerce offers the most complete and accurate view of the online channel – including  first and third-party sales for Amazon and other marketplaces, 400+ e-commerce retailers including direct-to-consumer, and  an early read on emerging players. Information is collected from more than 3 million consumers, through data provided by our partner Slice Intelligence and NPD’s own proprietary receipt-harvesting mobile phone app.

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The NPD Group, Inc.
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