The Shockingly Strong Staying Power Of Home Shopping



A little under a year ago, a strange rumor began to make the rounds in the commerce ecosystem: Amazon was about to buy a TV home shopping network. The deal never went anywhere, but at the time, it left plenty of people scratching their heads: What on Earth would Amazon want with a small, questionably profitable cable home shopping network? Amazon had more Prime members than the network had viewers. Because it's easy to take shots at cable home shopping with jokes, it can also be easy to forget that good old-fashioned, host-driven, televised shopping programs actually work when it comes to moving merchandise. QVC Retail, Inc. - the parent firm to the two largest home shopping networks, QVC and HSN - brought in $14.1 billion in revenue in 2018, with 2 percent year-on-year growth. While Amazon never did purchase Evine, it never quite gave up on the video home shopping experience. The format is familiar to home shopping television, with expert hosts talking about and demonstrating Amazon products. Though you may think of it as your grandmother's favorite shopping innovation, you might want to keep an eye on video home shopping. read more...