explore our market researches

Market reports

See all

News I published 06 December 2022

NEW HABITS The online shopping boom of DIY products has stabilized at the pandemic peak level

The pandemic was as strange a time for the home improvement market as it was for any and all. Due to COVID restrictions, physical stores were closed or only open in a limited capacity during lockdowns of various lengths in almost all European countries. Meanwhile, instead of being careful with their spendings in uncertain times, European households actually did more and spent more on home improvement projects than ever before.

This resulted in an enormous leap in online purchases of home improvement products, for instance at pure online stores. The share of purchases at pure online stores only grew very slowly with around one percent per year on average until the pandemic boosted that share to a peak in 2021. The question is what would happen with that share of purchases at pure online shops after the pressure of the pandemic and restrictions eased?

Purchases of home improvement products at online shops remained at 11% 

We monitor the development of purchase channels in the home improvement market by focusing one quarterly report of USP Marketing Consultancy’s European Home Improvement Monitor per year on it. For the Q2 2022 report, we asked 6,600 European consumers of home improvement products in eleven European countries about their purchasing behaviour.

Their answers show that the share of purchases of home improvement products at pure online shops remained at 11%, the peak share of last year, and has not increased further. This more or less falls in line with our expectation that the share of purchases from pure online shops would stabilise at a higher level once the pandemic was over.

Interestingly, the current share of 11% also falls in line with what we would have expected based on growth trends before the pandemic. Had the pandemic not happened, our expectations would be that with a growth of one or two percent per year, the share of home improvement products purchased at pure online shops would also be 11% in 2022. Now that the pandemic is over, we expect the share of pure online stores to continue growing at the rate of the pre-pandemic trend again.

Germans and younger consumers tend to buy online the most  

These figures are based on all categories of home improvement products and on purchases in all of the 11 European countries we measured together. Looking at different countries, however, major differences occur. In 2022, almost 20% of home improvement products were purchased at pure online stores in Germany, for instance, while that share was only 5.6% in France.

Looking at product categories, these shares vary even more. Power tools are bought at pure online channels the most, in about a quarter of the cases. On the other side of the spectrum of home improvement products bought online, paint is only bought at pure online shops in 7% of the cases. On top of that, purchasing online is very much related to the age of the purchaser. The share of younger consumers (18-34 years old) purchasing through online channels is almost twice as large as the share of 55+ consumers purchasing online.

These variations show that it pays to know the purchasing behaviour of your target groups in the specific areas you operate in detail. For an overview of the purchase channels consumers of home improvement products use for several product categories in 11 countries, we refer you to the Q2 2022 report of USP Marketing Consultancy’s European Home Improvement Monitor.

Fresh Insights Await

Our latest reports

Delve into the newest findings across various market segments, crafted for a cutting-edge overview. Explore our latest reports, brimming with up-to-date data, trend analyses, and in-depth examinations, all tailored to provide you with a comprehensive understanding of the current market dynamics.


Home Improvement



Trends in material usage Q1 2024

2024 102 pages

Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.


Media orientation H2 2021

2024 161 pages

Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.


European Green Deal Q4 2021

2024 88 pages

Explore the impact and reception of the European Green Deal among architects. Understand how the initiative is influencing architectural practices and sustainability measures.


BIM Q4 2023

2024 246 pages

Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses


Purchase Channels H2 2023

2024 123

Explore the buying and ordering behaviour among contractors in H1 2023. Uncover the key channels used, share-of-wallet and much more.


Behavioural segmentation and media usage report 2023

2023 75 pages

This report provides a comprehensive overview of purchase behaviour, products, and media usage, specifically focusing on European handymen. It delves into how handymen use media, and for what purposes, and examines their habits and preferences in terms of purchasing behaviour.

Home Improvement

DIY versus DIFM Q4 2021

2024 113 pages

This report is a must-have if you’re in the home improvement industry. It provides a wealth of information on the behaviour of DIY and DIFM consumers, their motivations, and the factors that influence their purchasing decisions.

Home Improvement

DIY or DIFM Q4 2023

2024 70

Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.

Home Improvement

Branding Q3 2023

2023 93 pages

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.

Home Improvement

Purchase channels Q2 2023

2023 114 pages

The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.

Home Improvement

Rise of digital natives Q1 2022

2022 120 pages

Explore the impact of digital natives on the home improvement sector in Q1 2022. Discover how digitalization is shaping consumer behaviors and market trends.

Home Improvement

Purchase Channels Q2 2022

2022 124 pages

Uncover the prevalent purchase channels in the home improvement sector during Q2 2022. Delve into consumer preferences and the factors influencing their purchasing decisions.


Sustainability Q1 2024

2024 81 pages

Delve into sustainability trends in the home improvement sector in Q1 2024. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.


BIM Q1 2024

2024 84 pages


Sustainability Q1 2024

2024 99 pages

The European Electrical Installation Monitor report provides a detailed analysis of the sustainable solutions in the installation industry. This report specifically focuses on sustainability aspects in the industry.


Challenges toward sustainable future Q4 2021

2024 111 pages


Purchase channels Q4 2021

2024 106 pages

Delve into the training needs within the electrical installation sector. Understand the areas requiring skill development to meet the evolving demands of the industry.


European Heat Pump Monitor: Homeowners’ insight


The European Heat Pump Monitor: Homeowners’ insight is an annual survey based on about 4.000 online interviews with homeowners, conducted in 8 European countries. The report covers a range of topics, relevant to understand the sentiments, buying behaviours, concerns, and evolving needs of the target group. It includes 8 country-specific insights, with cross-country comparisons, and provide guidance for shaping successful and sustainable strategies for business growth.