News • 05.04.2018

Online growth among housewares buyers extends to adjacent categories

“E-commerce has changed the way consumers shop for home products” (Joe Derochowski, executive director at NPD)

Food storage on a shelf
Source: panthermedia.net / VadimVasenin

U.S. online sales of housewares products increased 18 percent in 2017, according to e-commerce insights from The NPD Group’s Checkout consumer receipt mining service. On average, nearly a quarter of online buyers purchased housewares in 2017, buying three to four of these items online during the year. In addition, more than half of these buyers also purchased other items for their home.

The top penetrated categories among U.S. housewares e-commerce buyers were food storage, gadgets, and tabletop, with more than one in four buyers purchasing them online, outpacing the housewares industry average. Three-quarters of these e-commerce buyers also purchased home improvement items online, and about half made kitchen appliance and home textile purchases. A smaller segment of online housewares buyers also purchased major home appliances online in the last year – these bigger ticket purchases further exhibit the consumers’ willingness to spend online for their home.

The connection between online housewares buyers and other industries goes deeper than the category level. Over 60 percent of online buyers who purchased a private label housewares brand in 2017 also purchased private label products outside of housewares. However, housewares private label buyers, were also more likely to commit their dollars to branded products like Apple, Nike, Philips and Samsung than those who did not buy private label housewares brands.

“E-commerce has changed the way consumers shop for home products,” said Joe Derochowski, executive director and home industry analyst at NPD.  “A view into the online buyer journey provides unique insight into how the market and consumer are evolving, how to anticipate and meet the consumer’s core needs, and effectively target marketing efforts to capture their spending dollars.”

NPD’s newly enhanced Checkout E-commerce service, which is based on information collected from more than three million consumers through data provided by our partner Slice Intelligence, offers the most complete and accurate view of the online channel – including first and third-party sales for Amazon, Jet, and Walmart.com, more than 550 e-commerce retailers, including direct-to-consumer, and an early read on emerging players.

"The home industry has enjoyed significant growth over the past few years, and online shopping will be a vital component to harnessing the momentum in the years to come,” said Lora Morsovillo, President, Home, The NPD Group. “Checkout’s e-commerce measurement and analytics capabilities provide our clients with the comprehensive view of this channel necessary to drive their omni-channel strategies forward.”

Source: NPD group

related articles:

popular articles:

Thumbnail-Photo: “Carbon” – The future of payment transactions by InterCard...
18.03.2019   #payment systems #Trade fair special EuroCIS 2019

“Carbon” – The future of payment transactions by InterCard

Customer-oriented processes beyond standard market solutions

Thumbnail-Photo: Trend 2019: The digitization of the stationary retail trade...
29.11.2018   #digitization #omnichannel

Trend 2019: The digitization of the stationary retail trade

From retail to omnichannel business model

For stationary retailers, it is no longer enough to think individually about e-commerce or other digital strategies. Instead, the focus is on networking online, mobile and offline channels and implementing a multichannel strategy, the so-called ...

Thumbnail-Photo: Allgeier’s Retail Solution of the Future
03.01.2019   #video cameras #self-checkout systems

Allgeier’s Retail Solution of the Future

The IoT BoxX - a pop-up store fully integrated into SAP

Like hardly any other industry, the retail sector is being exposed to the challenges of technological change. On the one hand, important market shares were lost to online trading, and on the other hand, the online stores are now blazing their trail ...

Thumbnail-Photo: retail trends: focus Retail Technology
12.02.2019   #mobile shopping #digital marketing

retail trends: focus "Retail Technology"

Omnichannel commerce, mobile shopping, seamless checkout – technology trends 2019

Would you like to find out about the latest retail technologies and hold something tangible in your hands at the same time?We'll be happy to send you a copy of our print edition retail trends: with the focus on "Retail Technology" ...

Thumbnail-Photo: 3D shop and customer analysis with artificial intelligence...
04.02.2019   #customer analysis #Trade fair special EuroCIS 2019

3D shop and customer analysis with artificial intelligence

Product innovation at EuroCIS: Intenta S1000 people counter

Intenta presents the new Intenta S1000 people counter at this year’s EuroCIS – a new 3D vision sensor for fully automatic intelligent scene interpretations. This retail specialist tracks precise data for customer statistics thus giving ...

Thumbnail-Photo: Interactive networking for true sales success...
06.03.2019   #digital signage #pos marketing

Interactive networking for true sales success

Smart distribution of video content at the POS

Modern retail marketing is all about communicating the right offers to the customers at the right time and in the right place. “In order to ensure the greatest possible efficiency and sales speed, for example during campaigns and special ...

Thumbnail-Photo: Toshiba: artificial intelligence for frictionless shopping...
21.02.2019   #self-checkout systems #Trade fair special EuroCIS 2019

Toshiba: artificial intelligence for frictionless shopping

AI, edge computing and smart shelf technology at the EuroCIS 2019

Thumbnail-Photo: APG Cash Drawer announces hire of connectivity product manager...
08.03.2019   #cashpoints, cash register, cash desk #POS Solutions

APG Cash Drawer announces hire of connectivity product manager

They make addition to product management team to expand its product portfolio

APG Cash Drawer, a fast-growing global manufacturer of cash management solutions, announced today the addition of Ron Stephenson to the position of Connectivity Product Manager. In his role, Ron will spearhead the company’s mobility, interface ...

Thumbnail-Photo: Worry-free legal compliance: tips for newcomers to online retail...
18.02.2019   #online trading #e-commerce

Worry-free legal compliance: tips for newcomers to online retail

Interview with Johannes Drijkoningen, Händlerbund e.V. (German online trade association)

It is imperative for all online retailers to be legally compliant. We talked to Johannes Drijkoningen, Association Advisor at the Händlerbund e.V. about support, relevant information and unfounded fear of digitization. ...

Supplier

Intenta GmbH
Intenta GmbH
Ahornstraße 55
09112 Chemnitz
AURES Technologies GmbH
AURES Technologies GmbH
Maisacherstr. 118
82256 Fürstenfeldbruck
SES-imagotag Deutschland GmbH
SES-imagotag Deutschland GmbH
Bundesstraße 16
77955 Ettenheim
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
MobiMedia AG
MobiMedia AG
Rottpark 24
84347 Pfarrkirchen
ROQQIO Commerce Solutions GmbH
ROQQIO Commerce Solutions GmbH
Harburger Schloßstraße 28
21079 Hamburg
EUROEXPO Messe- und Kongress-GmbH
EUROEXPO Messe- und Kongress-GmbH
Joseph-Dollinger-Bogen 9
80807 München
Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden