Consumers Move Online to Buy Appliances

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.