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NPD: Online Housewares Sales Gain

Online sales of housewares products increased 18% in the U.S. during 2017, reported The NPD Group’s Checkout service.

About a quarter of online buyers purchased housewares in 2017, buying three to four items online during the year. Over half of buyers purchased other items for their home as well.

Among U.S. housewares e-commerce buyers, top penetration occurred in food storage, gadgets and tabletop, with more than one in four buyers purchasing such products online, outpacing the housewares industry average. Three-quarters of these e-commerce buyers also purchased home improvement items online, and about half made kitchen appliance and home textile purchases. A smaller segment of online housewares purchasers also bought major home appliances online in the last year. NPD noted that the bigger ticket purchases underlined the consumers’ willingness to spend online for their home.

More than 60% of online buyers who purchased a private label housewares brand in 2017 also purchased an own-brand item in categories beyond housewares. However, the market research firm also related that those private label purchasers are solid national brand customers as well.

The home industry has enjoyed significant growth recently, and online shopping will be a vital component to harnessing the momentum in the years to come, said Lora Morsovillo, NPD group president, home. She added, “Checkout’s e-commerce measurement and analytics capabilities provide our clients with the comprehensive view of this channel necessary to drive their omnichannel strategies forward.”

Joe Derochowski, executive director and home industry analyst at NPD, said, “E-commerce has changed the way consumers shop for home products. A view into the online buyer journey provides unique insight into how the market and consumer are evolving, how to anticipate and meet the consumer’s core needs, and effectively target marketing efforts to capture their spending dollars.”