![](https://www.usp-research.com/wp-content/uploads/2023/12/USP-Research-News16.png)
![](https://www.usp-research.com/wp-content/uploads/2023/12/USP-Research-News16.png)
![usp](https://www.usp-research.com/wp-content/themes/usp/public/img/bg/usp_construction_blue.png)
News I published 15 September 2021
Pure online purchase channel used more by contractors due to COVID
For obvious reasons, there has been a massive rise in online shopping during the pandemic. Health concerns and closed shops pretty much forced consumers to stay away from physical stores and shop more online instead. This to the benefit of pure online stores, shops that do not have a physical store and sell purely online. These pure online players are not just a purchase channel for consumers in general, but also for specific professional segments like contractors.
Be that as it may, contractors are quite traditional in their purchasing and pure online stores have never gained much ground among them. The question is whether COVID changed anything about that, and whether pure online players had more chance to get their hands on a larger slice of the contractor pie during the pandemic? That is one of the questions answered in the H1 2021 report of USP Marketing Consultancy’s Contractor Monitor, which focuses on the purchasing behaviour of contractors from eight European countries.
Pure online channels used more, yet still yield an insignificant share of wallet
As we explained before, the purchasing behaviour of contractors generally did not change much during the pandemic. According to the contractors, they did not really use purchase channels like the wholesaler, manufacturer or DIY store more or less than usual due to corona. A nett of 2% of contractors said they used the DIY store less, which is rather insignificant given the tiny share of wallet of 3% allocated to DIY stores.
Pure online shops, on the other hand, seem to be the only purchase channel of which the allocated share of the wallet of contractors changed. As expected, contractors bought more often via pure online shops, albeit ever so slightly more. A nett total of 5% used that channel more due to COVID, which is still not much but quite a rise in the conservative world of contractor purchasing.
That does not say anything about how much more they bought in value from pure online players though. In fact, when looking at the share of wallet, it seems that not much has changed regarding the pure online channel since our last measurement in 2018. With a share of wallet of only 2%, an even smaller share than that of DIY stores, pure online stores seem to still be a very insignificant purchase channel in the conservative world of European contractors.
Country differences are vast though
Before giving up on pure online channels to sell your wares to contractors altogether, it is important to realise that the European contractor population is vast and diverse, resulting in large differences between countries. Generally, the biggest market for pure online players is found in the UK, where 55% of the contractors say they use that channel. That is especially much when compared to Germany, where only 5% of contractors report the same.
Regarding the influence COVID had on contractors’ usage of the pure online purchase channel, differences are just as big. Whereas the nett European average was only 5%, for instance, a whopping 18% of British contractors reported to use the pure online channel more due to covid. However, just like with the European average, that increase does not translate into much growth in the share of wallet spent through that channel in the UK. Despite being the biggest market for pure online players, the share of wallet dedicated to them by contractors is still only 5%.
These differences per country, be them large or subtle, make all the difference when designing solid sales and marketing strategies. To see how COVID affected contractors’ usage of other online and offline purchase and information channels in eight European countries, we refer you to the H1 2021 report of USP Marketing Consultancy’s Contractor Monitor.
![](https://www.usp-research.com/wp-content/themes/usp/public/img/bg/house.png)
Read more about the subject
![energy saving](https://www.usp-research.com/wp-content/uploads/2024/06/pexels-rodolfoclix-1036936-300x200.jpg)
![energy saving](https://www.usp-research.com/wp-content/uploads/2024/06/pexels-rodolfoclix-1036936-300x200.jpg)
31 July 2024 I Dirk Hoogenboom
How is the smart and connected products market evolving in Europe?
![](https://www.usp-research.com/wp-content/uploads/2024/06/pexels-pixabay-301703-300x200.jpg)
![](https://www.usp-research.com/wp-content/uploads/2024/06/pexels-pixabay-301703-300x200.jpg)
18 July 2024 I Dirk Hoogenboom
Willingness to invest of European consumers in sustainability improvements of their houses lower in 2024 than in 2023
![](https://www.usp-research.com/wp-content/uploads/2024/02/4-700x350-1-300x200.jpg)
![](https://www.usp-research.com/wp-content/uploads/2024/02/4-700x350-1-300x200.jpg)
02 July 2024 I Dirk Hoogenboom
BIM adoption among European HVAC installers remains low
![European Electrical Installation Monitor: Market Research Report](https://www.usp-research.com/wp-content/uploads/2024/02/pexels-kindel-media-9875418-300x200.jpg)
![European Electrical Installation Monitor: Market Research Report](https://www.usp-research.com/wp-content/uploads/2024/02/pexels-kindel-media-9875418-300x200.jpg)
06 June 2024 I Maja Markovic
Sustainability in the electrical installation sector; slow but steady growth
![](https://www.usp-research.com/wp-content/themes/usp/public/img/bg/house.png)
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.
Construction
Home Improvement
Installation
Special reports
Construction
Prefab H1 2024
2024 63 pages
Discover the adoption rate and benefits of prefabrication technology among European contractors in H1 2024. Understand the driving forces behind prefab usage and its impact on project efficiency and cost-saving.
6,300 Euro
Construction
Future of construction Q2 2024
2024 82 pages
Explore the evolving future in construction sector among European architects in Q2 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.
1,850 Euro
Construction
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.
1,850 Euro
Construction
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.
6,300 Euro
Construction
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.
1,850 Euro
Construction
BIM Q4 2023
2024 246 pages
Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses
1,850 Euro
Home Improvement
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.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euros
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.
3,150 Euro
Installation
Smart & Connected Products Q2 2024
2024 120 pages
This report provides a comprehensive view of the attitudes of installers toward smart building solutions, specifically among electrical installers and their clients. In the report, you will find insights into the installers' experiences with installing smart products and the willingness of end users to invest in such solutions, as well as their motivations and pain points.
3,150 Euro
Installation
Smart and connected products Q2 2024
2024 129
This report provides a comprehensive view of the attitudes of installers toward smart building solutions, specifically among HVAC installers, plumbers and their clients. In the report, you will find insights into the installers' experiences with installing smart products and the willingness of end users to invest in such solutions, as well as their motivations and pain points.
3,150 Euro
Installation
BIM Q1 2024
2024 84 pages
The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on BIM adaptation in the industry.
2,650 Euro
Installation
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.
3,150 Euro
Installation
Challenges toward sustainable future Q4 2021
2024 111 pages
2,650 Euro
Installation
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.
3,150 Euro