Their inevitable demise was down to three simple things:
1. Too much repetition of products. Once you've bought a whizzy mop or a steam cleaner, why would you want another? There's only so many times they can appear on air before: a) people already have one and therefore won't be buying, or: b) those that haven't got one don't want them - and therefore won't be buying either. By the 50th time they've been on air, people are not interested. If they were, they'd have bought them first, second or third time around.......
2. They were found out. Their customer base got sick of all the over-exaggeration and false information used to sell goods - for example, claiming a watch was Swiss when it was made in China, or claiming that a £20 unbranded alarm set can save "hundreds" on your insurance. Insurance companies only offer discounts when certain types and brands of locks are fitted that are proven to improve security. They don't give discounts on any old cheap locks and alarms.
3. Probably the biggest killer for them was high prices followed by extortionate P&P prices and slow deliveries. Why would I pay £35 plus a £1.50 phone call plus £7.99 delivery for a car fault code reader (and wait 14 working days - or three weeks in real terms) when I can buy the same, identical, product from Amazon for £20 plus free 2nd class delivery (3-5 days).
I notice Lisa Brash said that the postage prices were higher because the products were often lowered in price. Now that would have made sense, and was probably true 4-5 years ago - but that hasn't been the case recently (see my point above). Both the prices and P&P were high - plus you had to pay a premium rate number to buy!
They simply didn't keep up with the times. 10 years ago, they offered a niche service - a fun, novelty, telly sales channel - that offered, on occasions, good quality, branded products at a reasonable price. Delivery was 7 days (which is tolerable) - and internet ordering was only just taking off. They were reasonably competitive - and they did appeal to a certain clientèle (the elderly, disabled/housebound and those that, generally, didn't mind paying a little extra simply because they liked the channel and the laughs that genuine but funny hosts like Andy Oliver and Richard Hardwick would provide. It kind of made you want to buy just because it was fun). Back then, they could shift quantities of 200 in less than a minute.
More recently, they've been selling unbranded, every day products (Shampoo! Fake Tan! Glue!), that you can pick up from your local Pound shop or cheapo home store such as Wilko or B&M at a fraction of the price and without the £8 postage - or branded products such as Tefal Fryers that were £40 cheaper at Amazon.
Almost everyone has the internet these days. Either at home, or on their mobile phones. Its easy to look around and find PROPER price comparisons. To compete with the likes of Amazon, etc , they needed to be able to offer products at similar prices, with similar delivery timescales and free postage.
If they couldn't offer that, then at least offer something close - and pull in customers by offering a funny, entertaining, channel that makes people want to spend a bit extra.
In the end, they could offer neither. It was desperate TV. We either had to watch a grown man (Paul Evers) dancing round like a Hyena with diarrhoea - or the boredom of listening to presenters waffling about Worry Angels for 15 minutes - just to struggle to sell a quantity of five. It became embarrassing viewing - and it became watch-able for all the wrong reasons. It was comical for all the wrong reasons - watching a presenter humiliate themselves by hyping up a plastic made-in-Taiwan ornament that couldn't sell. Watching clocks on the screen and locked phone lines and other silly gimmicks to try to make out an item was more popular than it actually was. It made me cringe seeing "Phones Locked" on the screen, and then presenters going on about how "this will fly out" and "gallons of buyers on the phone lines" (as Mike Mason would say - even though gallons are liquid measures....) - only to see a quantity of 5 still showing a quantity of 5 some ten minutes later. It was embarrassing.