The New Age of Home Shopping Networks: See on TV, Shop Online
E-commerce is changing the way we shop – both on and offline. Take for example the recent trend in showrooming. Big box retailers – like Walmart and Best Buy – are being forced to adapt as more and more shoppers “test” their purchases in-store, but buy online. This trend got us thinking – what other traditional methods of shopping are being impacted by the move to online?
This week we turn to a stalwart of the shopping world: home shopping networks. In case you haven’t checked out home shopping recently, a lot has changed since the old sickday standbys of the ‘90s. QVC, HSN and ShopNBC – three of the biggest names in homeshopping – have done a lot to revamp their lineup. Exclusive celebrity collaborations (Sharon Osborne for HSN) and covetable designer goods help make these networks major shoppingdestinations.
And, as it turns out, e-commerce is now a big part of the their business. QVC, HSN and ShopNBC all host sites with increasingly high e-commerce sales. HSN is a prime example. The shopping network reaches approximately 96 million homes through its televised programming, but – according to a May report from Internet Retailer – 42.8 percent of sales are actually made online.
ShopNBC has gone a step further and actually leverages the online format to bring the shop-at-home experience to new audiences. Anyone — even if they don’t get ShopNBC on cable — can check out the network’s programming, which is streamed live on the ShopNBC website. Even more, the network also launched live streaming on their mobile site last October.
It’s clear that home shopping networks are still much-loved ways to shop (total sales for HSN are over $1.5 billion). And it’s also clear that e-commerce has become a popular way for people to shop for what they see on TV. Slice users are no exception. HSN.com, QVC.com and ShopNBC.com all rank on our Slice 100 list — with QVC, the most popular network among Slicers, topping in as the 14th most shopped online retailer overall.