More U.S. Consumers Are Purchasing Home Products Online, Reports NPD

Port Washington, NY, July 17, 2018 — More U.S. consumers are purchasing home-products online, according to The NPD Group, a leading global information company. While in-store sales still dominate with approximately two-thirds of dollar sales across the primary home-products industries*, the percentage of the online buyers who are purchasing small home appliances, housewares, home textiles, and major home appliances is on the rise.  

Between 17 and 20 percent of the U.S. online buying population purchased home textiles, housewares, and small appliances online in 2017, and approximately 2 percent bought higher priced major home appliances through e-commerce. NPD’s Checkout E-Commerce Tracking, which is based on information collected from more than three million consumers through data provided by our partner Slice Intelligence, reveals that each of these segments grew when compared to 2016. 

“E-commerce is an increasingly important part of the home industry’s channel strategy,“ said Joe Derochowski, executive director and home industry analyst at NPD.“As consumer expectations around convenience, product assortment, and value elevate, so will our industry’s online opportunities.”

Although people are buying more for their homes online, products for the home are not ones purchased as frequently through e-commerce as compared to other industries. Online buyers only purchased small appliances, housewares, and home textiles products online an average of two times in 2017, and major appliances once – leaving room for growth for both manufacturers and retailers to get shoppers to purchase more frequently. 

“The equation for success goes beyond a traditional view of brick vs. click – it’s about understanding how to reach more buyers, get them to buy with more frequency, and give them a reason to spend more on what they purchase,“ added Derochowski.“Regardless of channel, we need to focus on innovative products, and innovative approaches.”

Source: The NPD Group / Checkout E-commerce Tracking 

*Source: The NPD Group / Consumer Tracking Service, small home appliances and housewares

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 – 600+ e-commerce retailers including Amazon, Walmart, top industry specific retailers, direct-to-consumer and 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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