In-store sales still capture roughly two-thirds of all dollars spent on the primary home-products industries, but the gap is closing fast. According to new research from NPD, the percentage of 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 something from the small appliances, textiles, and housewares categories in 2017, while 2 percent bought higher priced major home appliances.
NPD’s new Checkout E-Commerce Tracing report collected information from more than 3 million consumers through data provided by Slice Intelligence. According to that data, every single one of those product segments was up over 2016.
“E-commerce is an increasingly important part of the home industry’s channel strategy,“ Joe Derochowski, executive director and home industry analyst at NPD, said in a statement. “As consumer expectations around convenience, product assortment, and value elevate, so will our industry’s online opportunities.”