Covid-19 is transforming consumer behavior and accelerating a shift to e-commerce platforms, even for large household appliances. A recent Bain survey of 6,077 global consumers shows 26% are now more willing to buy appliances online than they were prior to the pandemic. The ongoing shift could bring online purchases of white goods to 40% of total industry sales by 2025, up from 15%–20% today. Overall, consumers are likely to switch to digital sales channels two to five years faster than anticipated in forecasts made prior to the pandemic.
As consumers shift to buying appliances online, leaders develop direct-to-consumer channels.