Online Growth Among Housewares Buyers Extends to Adjacent Categories,?Reports NPD’s Checkout

Port Washington, NY, March 8, 2018 – U.S. online sales of housewares products increased 18 percent in 2017, according to e-commerce insights from The NPD Group’s Checkout consumer receipt mining service. On average, nearly a quarter of online buyers purchase housewares, buying three to four of these items online in a year. In addition, more than half of these buyers also purchased other items for their home in 2017.

The top categories among U.S. housewares e-commerce buyers were food storage, gadgets, and tabletop categories, with more than one in four buyers purchasing them online, outpacing the industry average. Three-quarters of these e-commerce buyers also purchased home improvement items online, about 60 percent purchased small appliances, and half purchased home textiles. Online housewares buyers also purchased major home appliances online in the last year, though these bigger ticket purchases were not as common.

The connection between online housewares buyers and other industries goes deeper than the category level. Over 60 percent of online buyers who purchased a private label housewares brand in 2017 also purchased private label products outside of housewares. However, housewares private label buyers, who tend to be younger and female, were also more likely to purchase Apple, Nike, Philips, Old Navy, and Samsung branded products than those who did not buy private label housewares brands.

“A view into the online buyer journey provides unique insight into who your consumer is, how to meet their core needs and desires, and ultimately capture their spending dollars,” said Joe Derochowski, executive director and home industry analyst at NPD.  “E-commerce has changed the way consumers shop for home products, making it more important than ever to understand where the movement is occurring in order to get anticipate where it is going.”

NPD’s newly enhanced Checkout E-commerce service, which is based on information collected from more than three million consumers through data provided by our partner Slice Intelligence, offers the most complete and accurate view of the online channel – including first and third-party sales for Amazon, Jet, and Walmart.com, more than 400 e-commerce retailers, including direct-to-consumer, and an early read on emerging players.

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

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About The NPD Group, Inc.

NPD is the leading global provider of market information and business solutions covering brick-and-mortar, e-commerce, and emerging channels in more than 20 industries. We combine our unique data assets with analytic solutions to help our clients measure performance, predict trends, and improve results, advising them to help drive successful growth. Practice areas include apparel, appliances, automotive, beauty, books, consumer electronics, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, mobile, office supplies, retail, sports, technology, toys, travel retail, games, and watches / jewelry. For more information, visit npd.com. Follow us on Twitter: @npdgroup

Checkout delivers the most comprehensive view of consumer purchase behavior for general merchandise categories, across all retailers over time, to help you understand how to adjust your marketing to fuel growth. Checkout E-commerce offers the most complete and accurate view of the online channel – including  first and third-party sales for Amazon and other marketplaces, 400+ e-commerce retailers including direct-to-consumer, and  an early read on emerging players. Information is collected from more than 3 million consumers, through data provided by our partner Slice Intelligence and NPD’s own proprietary receipt-harvesting mobile phone app.