Asia Teleshopping Market - Industry Insights, Trends, Outlook, and Opportunity Analysis, 2017–2025

Teleshopping market, also known as direct response television shopping (DRTV), refers to the activity of buying services and products through over the phone or internet, in response to the advertisement on the television. Product and service offerings include range of products for home and personal use, such as consumer electronic products, apparel, accessories, personal care products, healthcare products and home furnishings.

Exposure to large viewership and introduction of quality products are expected to provide major traction to the industry

Buying time slots on popular channels for infomercials that cater to large home audiences has led to increased product sales and high profit margins. Moreover, introducing high quality and branded products that can enhance consumer inclination will continue to provide significant boost to the market. Participants are increasingly involved in introduction of cutting edge products such as fitness products that can improve personal fitness with minimum efforts, consumables to improve health and accessories at highly competitive prices. Additionally, these products offerings are made highly attractive through associated benefit guarantees, cashback offers and other complementary products. The high visual impact created by product demonstrations that highlight the various unique features of the product has a greater influence on consumers, as compared to other advertising mediums such as A2P SMS or ecommerce websites are expected to drive the teleshopping market over the forecast period.

Asia Teleshopping Market Taxonomy

On the basis of operation type, the Asia Teleshopping market is classified into:

  • Dedicated Channels
  • Infomercials

On the basis of product type, the Asia Teleshopping market is classified into:

  • Consumer Electronics
  • Apparel & Accessories
  • Personal Care & Healthcare
  • Home Furnishings

On the basis of payment methods, the Asia Teleshopping market is classified into:

  • Cash on Delivery
  • Net banking
  • Mobile Wallet
  • Debit/ Credit Card

Availability of multiple payment options and presence of dedicated channels for teleshopping will present considerable growth opportunities over the forecast period

Various advancements in technology have led to development of multiple payment options such as internet banking, mobile wallet payment, debit cards, and credit cards. This has led to increased consumer spending capacity, owing to relative ease of transaction through means other than COD and enhanced security. Moreover, 24/7 broadcasting channels that are dedicated to teleshopping create a highly lucrative growth environment for the Asia teleshopping market. Some of these channels include Naaptol (India), HomeShop 18 (India), GS Home Shopping (South Korea), CJ Home Shopping (South Korea), CJ Wow Shop (Malaysia), and EZ Shop (Philippines).

Increasing number of websites and mobile applications are expected to challenge the overall market growth

Amazon, Taobao, FlipKart, Alibaba, Snapdeal, and Didi Kuaidi are few of the ecommerce businesses that have witnessed significant growth over the last few years. Ease of access through mobile devices, multiple mobile payment gateway channels and increased usage of phablets, laptops and desktops, are the major factors that have led to significant ecommerce business traction. This has led to significant loss of consumers for teleshopping market, primarily owing to increasing consumer inclination towards product-on-demand. This is expected consistently hamper the overall industry growth through the forecast period. Moreover, these networks have been associated with misleading consumers about the product features. This has led to significant loss of consumer trust in the product offerings, in turn creating a major challenge to the industry

Countries such as India, China, Malaysia, Philippines and Indonesia, where the internet proliferation is still in its nascent stage, owing to lack technological knowhow among its large consumer base is expected to provide significant growth prospects to the teleshopping market. Moreover, most emerging economies are characterized by large number of people relying on television as the only regular means of entertainment will aid the industry growth.

ShopChannel, China Shopping Network, Network18 (Homeshop18), Shop CJ, Naaptol, Zee Media Corporation Ltd., Telebrands Corp., are among the few major industry participants in Asia teleshopping market share. Along with introducing branded and quality products to enhance the business, participants are increasingly focusing on other communication channels to enhance the revenue. For instance, in April 2014, HomeShop 18 filed US$ 75 million IPO to gain an edge over online players. Moreover, other players are planning to enter the ecommerce space. HomeShop 18, Star CJ, and Naaptol have already entered the ecommerce segment for enhancement of the product sales.

Research Methodology

Coherent Market Insights followsa comprehensive research methodology focused on providing the most precise market analysis. The company leverages a data triangulation model which helps company to gauge the market dynamics and provide accurate estimates. Key components of the research methodologies followed for all our market reports include:

  • Primary Research (Trade Surveys and Experts Interviews)
  • Desk Research
  • Proprietor Data Analytics Model

In addition to this, Coherent Market Insights has access to a wide range of the regional and global reputed paid data bases, which helps the company to figure out the regional and global market trends and dynamics. The company analyses the industry from the 360 Degree Perspective i.e. from the Supply Side and Demand Side which enables us to provide granular details of the entire ecosystem for each study. Finally, a Top-Down approach and Bottom-Up approach is followed to arrive at ultimate research findings.


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Coherent Market Insights desk research is based on a principle set of research techniques:

  • National level desk research: It Includes research analysis of regional players, regional regulatory bodies, regional trade associations, and regional organization.
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Coherent Market Insights has a large amount of in-house repository of industry database. This is leveraged as a burner for initiating a new research study. Key secondary sources include:

  • Governmental bodies, National and international social welfare institutions, and organizations creating economic policies among others.
  • Trade association, National and international media and trade press.
  • Company Annual reports, SEC filings, Corporate Presentations, press release, news, and specification sheet of manufacturers, system integrators, brick and mortar - distributors and retailers, and third party online commerce players.
  • Scientific journals, and other technical magazines and whitepapers.
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Preliminary Data Mining

The raw data is obtained through the secondary findings, in house repositories, and trade surveys. It is then filtered to ensure that the relevant information including industry dynamics, trends, and outlook is retained for further research process.

Data Standardization:

Holistic approach is used to ensure that the granular and uncommon parameters are taken into consideration to ensure accurate results. The information from the paid databases are further combined to the raw data in order to standardize it.

Coherent Statistical model

We arrive at our final research findings through simulation models. Coherent Data Analytics Model is a statistical tool that helps company to forecast market estimates. Few of the parameters considered as a part of the statistical model include:

  • Micro-economic indicators
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Data Processing

Once the findings are derived from the statistical model, large volume of data is process to confirm accurate research results. Data analytics and processing tools are adopted to process large chunk of collected informative data. In case, a client customizes the study during the process, the research finding till then are benchmarked, and the process for new research requirement is initiated again.

Data Validation

This is the most crucial stage of the research process. Primary Interviews are conducted to validate the data and analysis. This helps in achieving the following purposes:

  • It provides first-hand information on the market dynamics, outlook, and growth parameters.
  • Industry experts validates the estimates which helps the company to cement the on-going research study.
  • Primary research includes online surveys, face-to face interviews, and telephonic interviews.

The primary research is conducted with the ecosystem players including, but not limited to:

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  • Distributors
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