E-commerce activities from the retail market have increased from 7.2% to 9.4 % in the past three years (European mean). Around 8% of the European consumers has purchased a home improvement product last year, following more or less the same trend line as the 'general' online purchases. The percentage of consumers who bought a DIY product online at some point in time is about 25%. We have measured the online purchases of home improvement products in eleven countries in the European Home Improvement Monitor Q1 2017 report. Swedish consumers and British consumers have purchased 9.4% of their home improvement products online. This is considerably lower in Spain (3.5%) and Belgium (4.7%).
Players like Amazon and Bol.com (for The Netherlands and Belgium) are becoming more and more involved in the sales of DIY products. The big box retailers are also continually investing in their e-commerce operation. In the previous posts I have written about the growth of e-commerce in the DIY market, backed by the results of the European Home Improvement Monitor. The results of the European Home Improvement monitor are based on 26.400 interviews among European consumers from eleven countries annually.
However, growth figures alone are not enough, USP Marketing Consultancy also knows which products are purchased online the most and why.
Why do consumers buy home improvement products online?
We have asked the European consumers to state important reasons why consumers purchase home improvement products online. First of all, they say that price is the most important reason. Furthermore, consumers do not have to leave the house. Moreover, European consumers say it is important that the products are always available.
On the other hand, we have also asked the European consumer to name important reasons why they do not purchase home improvement products online. The most important reason is because they could not get a good feeling with the product, when purchasing online. Furthermore, getting advice is mentioned as a reason. The third reason is that it takes long to get the product.
What do consumers buy, when buying home improvement products online?
As we look into the European averages, we see a clear division in which home improvement products are purchased online the most and what home improvement products are purchased online the least.
In our most recent European Home improvement monitor, we have asked European consumers to which product category their last online purchase of home improvement products belongs. Regarding that, the most purchased products online arelamps & light fixtures (22%),followed byfurniture (21%),outdoor & garden products (19%),andTools & Equipment (18%).The products that are purchased the least online, arebuilding supplies (8%),flooring & Tiling products (5%),heating & insulation products (5%)andhome automation products (3%).The image above shows the top 4 and lowest 4. The full report covers all product categories.
Differences per country
The most purchased home improvement products among European consumers are lamps & fixtures. In Spain, this is 33%. However, this product category represents only 14% of online purchases in the UK.
We see for example that the online purchases of home automation products are strongly divided: Belgium stand out in this category. 10% of the last online purchases of home improvement products are home automation products. In comparison: almost none of the home automation products are purchased online in Sweden and the UK.
More can be read in our most recent report regarding the online purchases of home improvement products in the European Home Improvement Monitor Q1 ‘Online Buying‘. The multi-client report offers a clear overview of the developments regarding the purchases of home improvement products by European consumers and answers the 'why' questions.
Learn more? Please contact Reinier Zuydgeest or Dirk Hoogenboom