Nearly half of Slovaks now buy home appliances online: A trend shaping the future of retail

Think people over 55 still prefer shopping for household appliances in-store? It’s time to rethink. Our latest market research in collaboration with Nay reveals some surprising insights. Almost 50% of Slovak shoppers have purchased home appliances online over the past four years, and the 55+ demographic is emerging as an important target group for e-commerce retailers.

While consumers aged 35-54 remain the most frequent buyers of home appliances online, older generations are catching up fast. Although personal interaction with salespeople remains key for older shoppers, they’re increasingly recognizing the undeniable benefits of online shopping. More than 56% of respondents aged 55+ are open to same-day delivery and removal of old appliances. Many in this group are also interested in additional services like home delivery and setup of their new devices. Retailers who can successfully integrate online convenience with a personalized offline experience will stand out in this evolving market.

Time savings and convenience: Online shopping’s winning formula

The survey clearly illustrates what resonates most with customers across all age groups when it comes to buying appliances online:

• 54.7% of respondents highlighted saving on delivery costs and time as the top benefit.
• 44.6% appreciated the convenience of having their old appliances removed.
• 43.0% emphasized the speed and reliability of delivery as a key advantage.
• 36.4% valued services such as in-home delivery and appliance installation.

These statistics underscore a clear trend: consumers expect more than just delivery – they want seamless service that saves them time and effort. That’s why value-added services like delivery to customer’s doorstep and professional installation are no longer optional – they’re the future of e-commerce. Over 55% of respondents from all age groups stated that they would readily order these services if they were available in their area.

A shift in expectations: Premium service is becoming the norm

When it comes to large appliances, convenience is more than a preference – it’s a necessity. Customers want fast, hassle-free delivery for products that often weigh tens of kilograms and require expert installation. Today’s consumers expect their retailer to handle the heavy lifting – both literally and figuratively – by installing their new washing machine and taking away the old one. Flexibility in delivery times is crucial as well; after all, some appliances are indispensable in everyday life. To meet this demand, logistics and delivery must adapt to the needs of modern households, offering evening or weekend delivery as standard practice.

“The white goods segment is moving towards a new standard where speed, flexibility, and convenience are must-haves. We are seeing growing expectations from customers, not only for prompt delivery but for services like professional installation and removal of old appliances. These trends are shaping the future of retail.” says Ivo Velíšek, CEO of DODO for Slovakia and the Czech Republic.

Delivering beyond expectations: The future of home appliance shopping

The survey, conducted by Nielsen Admosphere on a sample of 506 online respondents aged 15 and older, reaffirms what we’ve been seeing at DODO. As customer expectations rise, we’ve made it a priority to offer second-door delivery for oversized packages – whether that means carrying heavy appliances up several flights of stairs or down into a basement. Our service goes beyond just delivery; we provide basic installation and ensure that all packaging materials are removed, leaving customers with a ready-to-use appliance and a hassle-free experience.

The reality is clear: what’s considered a premium service today will soon be the standard across the e-commerce landscape. Consumers are already waiting for retailers to elevate their game. Don’t let them turn to the competition. Ensure your business is ready for the next generation of customer expectations by offering comprehensive delivery services for oversized packages now.

About the Survey

This survey was conducted by Nielsen Admosphere, a.s. using a standardized online questionnaire via the CAWI method. Respondents were selected from the Slovak National Panel. Data was collected between May 15, 2024, and May 23, 2024.