NPD: More Consumers Buying Housewares Online

The number of U.S. consumers who purchase home products online continues to grow, according to figures from The NPD Group.

While noting that in-store sales still account for about two-thirds of dollar sales across key home products segments, NPD said the percentage of shoppers buying products online in categories such as small home appliances, housewares, home textiles and major appliances is growing.

“E-commerce is an increasingly important part of the home industry’s channel strategy,“ said Joe Derochowski, executive director and home industry analyst at NPD. “As consumer expectations around convenience, product assortment and value elevate, so will our industry’s online opportunities.”

NPD figures through its Checkout E-Commerce Tracking service show that 17% to 20% of U.S. consumers purchased home textiles, housewares and small appliances online in 2017.  

While the number of people shopping and ultimately buying home products online is growing, the frequency with which they buy is less than other product categories. NPD figures show that consumers purchased home products online on average of two times in 2017.