Bain uses cookies to improve functionality and performance of this site. More information can be found in our Privacy Policy. By continuing to browse this site, you consent to the use of cookies.

Snap Chart

Consumers Move Online to Buy Appliances

Covid-19 is accelerating the shift to digital marketing of white goods.

Snap Chart

Consumers Move Online to Buy Appliances
en

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.

Related brief

Covid-19 Catapults White Goods Makers into the Digital Future

As consumers shift to buying appliances online, leaders develop direct-to-consumer channels.

Tags

Ready to talk?

We work with ambitious leaders who want to define the future, not hide from it. Together, we achieve extraordinary outcomes.