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E-Commerce Builds Housewares Sales

Online shoppers who purchased private label housewares are also more likely to buy other private label goods.

NORTH AMERICA–Online houseware product sales grew by 18 percent in 2017, according to The NPD Group’s receipt mining service, Checkout Tracking.

According to The NPD Group’s findings, nearly 25 percent of online shoppers purchased housewares in 2017, with more than half of shoppers buying other items for their home.

The top categories among consumers were food storage, gadgets and tabletop, which outperformed the housewares category at large. Meanwhile, 75 percent of online shopper also purchased home improvement items online, with about half making kitchen appliance and home textile purchases.

A small segment of buyers also purchased major home appliances, a behavior that the NPD believes “exhibit the consumers’ willingness to spend online for their home.”

“E-commerce has changed the way consumers shop for home products,” says Joe Derochowski, executive director and home industry analyst, 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.”

The NPD also found a connection between online houseware buyers and other industries, concluding that over 60 percent of buyers who purchased private label houseware brands also purchased private label products outside of the home category and were more likely to commit their dollars to brand products like Apple, Nike, Phillips and Samsung than those who did not buy private label.

"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,” says Lora Morsovillo, president, home, NPD. “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.”

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