The influence of Amazon on the home improvement market

General online players, of which the most famous one is Amazon, have been broadening their product range over the years. For example, in the UK during 2016 Amazon has been broadening their product range from 400K SKU’s to 600K SKU’s. This leads them into direct competition with DIY retailers. Both are responsible for a significant part of the volume in online DIY purchases.

Online players take over?

General online players, of which the most famous one is Amazon, have been broadening their product range over the years. For example, in the UK during 2016 Amazon has been broadening their product range from 400K SKU’s to 600K SKU’s. This leads them into direct competition with DIY retailers. Both are responsible for a significant part of the volume in online DIY purchases.

 In the Q1 2017 report of the European home improvement monitor, conducted by USP Marketing Consultancy, we investigated the online buying behavior of consumers in 11 countries when it comes to DIY purchases. The results of the European Home Improvement monitor are based on 26.400 interviews among home improvement consumers from eleven European countries annually.

Germany stands out

 What stands out, is that the share of online purchase at the general online store is really high in Germany. This is 64% of the online purchases in Germany. The German consumers buy less via the online operations of the DIY store, when buying online.  26% of the home improvement products in Germany are purchased via online operations of DIY stores. We also see this, to some degree, in other countries where Amazon is present, for example in Italy and the UK.

 In Germany, it was not until 2011 before the leading DIY retailers adopted online shops. This is in some way surprising, because large parts of the DIY product range (like power tools and garden products) are quite suited for e-commerce. This late adoption had its consequences. The more specialized online merchants (like Amazon) were already active on the market by then. These pure online players had a role in forcing the DIY retailers to adopt a more profound online strategy.

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of Dirk Hoogenboom

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hoogenboom@usp-mc.nl
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<p>Meer weten?<br>Neem contact op met Dirk Hoogenboom</p>

Heeft u een vraag?
Neem contact op met Reinier Zuydgeest

zuydgeest@usp-mc.nl
+31 6 26 93 61 09LinkedIn

<p>
	Heeft u een vraag?
<br>
	Neem contact op met Reinier Zuydgeest</p>

Meer weten?
Neem contact op met Dirk Hoogenboom

hoogenboom@usp-mc.nl
+31 6 52 09 89 24LinkedIn

<p>Meer weten?<br>Neem contact op met Dirk Hoogenboom</p>
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