Online buying of DIY products continues to increase
There are several key developments in the European home improvement market, but one of the most important ones is clearly the shifts in buying behaviour and channel usage of consumers. Online buying is undoubtedly one of the major reasons for this shift. The percentage of online buying of home improvement products has been steadily growing year after year. On a European level, based on all product categories together, it increased in 2018 to 8.5%.
This is why, since many years now, we track the developments of the channel usage for home improvement products by consumers in the European home improvement monitor. Each year, in the Q2 reports, we focus on purchase channels and a specific topic. This year, we focus on the threats and opportunities Amazon poses in the European home improvement market.
This report will provide key information on the multiyear developments of the purchase behaviour (channel usage, including online buying) both on a general level and on a product specific level in 11 countries. The results are based on 26,400 consumer interviews annually.