Large potential of online channel for home improvement products

The online channel for home improvement products in Europe is still relatively small in comparison to other product categories. However, the potential is large, especially in Italy and Spain.

More than half of the consumers in Europe would consider buying a home improvement product online, whereas only 24% did so last year. Only in Belgium, France and the Netherlands consumers are less enthusiastic. The percentages of Italian and Spain consumers who are considering buying a home improvement product online are especially high.  Although relatively few Italian and Spanish consumers have actually bought home improvement products online in the last year,  more than 75% would consider buying a home improvement product online

The most important reasons for buying home improvement products online are the better price, the ease of finding and comparing products and the better opening hours. However, the better personal attention and the ease of returning a product are still strengths of a physical store. 

These are some results of the latest survey of the European home improvement monitor, a month-to-month indicator for home improvement jobs in Europe by USP Marketing Consultancy based on 26,400 interviews per year. 

For more information on this research, please feel free to contact me directly via hoogenboom(at)usp-mc.nl