Furniture and Home Goods Retailers and Digital Commerce 2016: Trends and Benchmarks - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

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

eMarketer Report

By: eMarketer

Published: October 12, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

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."

Table of Contents

About eMarketer’s ‘Retailers and Digital Commerce’ Reports

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Retail Sales: Ecommerce’s Steady Growth

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Consumer Behavior: Stores Still Matter

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Furniture and Home Goods Store Trends

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

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)