The Covid-19 outbreak is impacting the lighting business, with different degrees of intensity on countries and product segments. More in general, the pandemic has affected the consumption patterns in all the segments of the economy and companies had to adapt their marketing strategies to this new evolving environment.
Which incidence has reached e-commerce in the lighting sector? In which segments and geographic areas have online sales affirmed the most?
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CSIL estimates that the e-commerce channel amounted to US$ 3.6 billion of the lighting market, accounting for 4.5% of its 2019 value (see the 2020 edition of CSIL report ' LEDs and the worldwide market for connected lighting').
Over the last five years, e-commerce sales registered an average growth rate of over 35% per year. For the US home improvement giant Home Depot, online sales increased by +19.4% during fiscal year 2019; as a result, e-commerce accounts now for around 9.3% of the company' s overall sales. During fiscal year 2019, IKEA introduced e-commerce in nine new markets. Around 2.8 billion people visited the IKEA website, and e-commerce sales grew by 43%.
We are now working on a new edition of the report 'E-commerce for the lighting industry' (link goes to the previous edition) to be issued in January 2021. This survey aims at gathering the opinion of lighting manufacturers, understanding their expectations, and analyse e-commerce approach and strategies and products most in-demand in the web channel.