Furniture and Home Goods Retailers and Digital Commerce 2016: Trends and Benchmarks - eMarketer
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eMarketer Report

Furniture and Home Goods Retailers and Digital Commerce 2016: Trends and Benchmarks

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Executive Summary

The home furnishings category encompasses home decor and products like bedding, flatware and curtains, all of which are relatively inexpensive to ship, and larger products like furniture, mattresses and rugs, which often require delivery surcharges and which consumers prefer to see in person before buying. Showrooms and furniture galleries are still very much a part of this sector, as are glossy catalogs, which often influence online sales.

  • There is a large divide between a few ecommerce leaders in the furniture and home goods sector, and the rest. These leading retailers also happen to be big catalog companies that are adept at direct mail.
  • Stores are still the preferred channel for buying furniture due to their bulk, expense and consumers’ typical desire to see merchandise in person. However, digital sources are popular during the research stage.
  • Roughly one-fifth of digital furniture and home goods purchases take place via mobile, as consumers are becoming more comfortable with buying even high-priced items on smartphones and tablets.
  • Technology is helping change the in-store and online shopping experience—from beacons guiding customers to products on shelves, to augmented reality apps that bring virtual merchandise to life at home.

"Retail ecommerce sales of furniture and home furnishings grew 15.7% in 2015 to $26.92 billion, a rate slightly higher than the 15.0% average across all major retail ecommerce categories."

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About eMarketer’s ‘Retailers and Digital Commerce’ Reports

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Retail Sales: Ecommerce’s Steady Growth

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Consumer Behavior: Stores Still Matter

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Furniture and Home Goods Store Trends

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8 charts are included in the full report:

Furniture and Home Goods Retailers and Digital Commerce 2016: Trends and Benchmarks

US Furniture and Home Furnishings Retail Ecommerce Sales, 2015-2020 (billions, % change and % of total retail ecommerce sales)

Retail Sales: Ecommerce’s Steady Growth

US Furniture and Home Furnishings Store Retail Sales, 2005-2015 (billions and % of total retail sales*)

US Furniture and Home Furnishings Retail Ecommerce Sales, 2015-2020 (billions, % change and % of total retail ecommerce sales)

In-Store and Ecommerce Sales for Select US Furniture and Home Furnishings Retailers, 12 months ending Feb 27, 2016

Consumer Behavior: Stores Still Matter

Preferred Channel for Purchasing Select Product Categories According to US Internet Users, May 2016 (% of respondents in each group)

Product/Service Categories Purchased Digitally by US Digital Shoppers, Nov 2015 (% of respondents)

Sources Used by US Internet Users to Learn About Products Prior to Purchase, by Product Size/Cost, Aug 2015 (% of respondents)

US B2C Ecommerce Sales Share, by Device and Product Category, Q1 2016 (% of total)

Social Engagement Share for US Retail Brand Social Network Pages, by Industry and Site, Q1-Q3 2015 (% of total tracked by Shareablee)

Interviews included in the full report:

For Long-Form Ads, YouTube Is Still King

Interview conducted on March 25, 2016

Overstock.com Sees Back-to-College Shopping as Start of a Lifetime Relationship

Interview conducted on May 19, 2016

Wayfair’s Customers Show Same Buying Behaviors on Desktop and Mobile

Interview conducted on April 5, 2016

How Ikea Will Connect with Students This Back-to-College Season

Interview conducted on May 18, 2016

Pinterest’s Buyable Pins Help Retailers Gain New Customers, Sell Midpriced Items

Interview conducted on February 18, 2016

Interview conducted on May 20, 2016