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With so many people embracing remote work life and spending more time at home, furniture ecommerce trends indicate a strong demand for items that are comfortable, functional, and aesthetically pleasing.

The pandemic’s negative impact on retail stores made brands like IKEA, West Elm, and Restoration Hardware invest more heavily in their ecommerce presence. It also accelerated the growth of native ecommerce brands like Cozey, Casper, and Burrow.

In 2022, the furniture ecommerce industry made $29 billion globally and is forecasted to reach $41 billion by 2030. Customers cite reasons like ease of purchase, lower prices, and free delivery as common reasons why purchasing online is appealing.

2022 U.S. survey shows consumers' top reasons for shopping for furniture online: Ease of purchase, lower prices, free delivery, and more inventory available.
2022 U.S. survey shows consumers' top reasons for shopping for furniture online. (Source: Statista)

To stay ahead, make sure to read on and take note of the following five furniture ecommerce trends.

1. Cross-Shopping Becomes The Norm

Customers are returning to their pre-pandemic shopping habits by cross-shopping and visiting multiple retail stores before making a purchase.

On average, customers shopping for furniture will visit 5.5 stores before making a purchasing decision, which is more than ever before. This comes as no surprise since most furniture items come with a hefty price tag, and customers prefer to shop around for the best deal.

We will see this technique play out online as well. Some customers who begin their buyer’s journey in the showrooms to test out the product can also end up making a purchase online, demonstrating how ecommerce brands will need to create a seamless omnichannel strategy to not lose out on sales.

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2. Native Ecommerce Brands Will Carve Out Individual Niches

While stores like IKEA are well known for selling all types of furniture, newer online brands will focus on one product offering before expanding their catalog.

For example, brands like Casper, Purple, and Tuft & Needle are focusing their attention on mattresses before expanding into other goods like pillows, bed frames, and now even dog beds.

More people than ever are considering buying a mattress online and actually making a purchase via the internet.

The same goes for other furniture items like couches. Online brands like Cozey, Nook, and Sundays are focusing strongly on online ads to grow sales for their comfortable and stylish assortment of couches. Sundays advertise their Movie Night Couch heavily on social media platforms like TikTok to appeal to younger audiences who prefer to stay in. Out of all age groups, Gen Z makes the most furniture purchases online at 44%.

Brands that do a good job of conveying how they are committed to protecting the planet will come out on top. Consumers are more particular about materials used and companies creating products with a low carbon footprint.

3. Offer Refurbished Or Discounted Products Due To Inflation

As we enter a recession with sky-high inflation, some customers may not have the same spending power they used to. A way to appeal to budget-conscious customers is discounting products to attract more buyers. While this may result in smaller profits, it’s a good strategy to retain customers and build loyalty.

Brands like Cozey have also launched a refurbished program for customers. For products returned within a 30-day window, they will be inspected and tested to meet quality standards before being uploaded to their refurbished section. Customers who shop in this section can get 15% off their order when purchasing a refurbished product.

Cozey's landing page focuses on accessibility and sustainability with a clean image of a couch surrounded by plants.
Cozey’s refurbished program landing page emphasizes providing affordability, quality, and sustainability.

4. Customers Prefer Natural Materials And Eco-Friendly Companies

Searches for furniture stores that are eco-friendly are up as customers are more aware and concerned about sustainability than ever. Using natural materials like bamboo, rattan, and seagrass is on the rise to promote the feeling of being close to nature.

For ecommerce brands that use recycled materials like salvaged wood or recycled textiles (see: recommerce), this is a good opportunity to make that messaging clear on your product pages.

5. Contactless Commerce

People still want and need to buy things, ranging from groceries to home furnishings and home goods.

However, with safety and social distancing concerns, consumers no longer want to shop traditionally.

The pandemic put contactless commerce into overdrive, forcing many brands—including those in the furniture sector—to change their business model. Combine this with millennials who were already trending in this direction, and you have a movement.

According to McKinsey Insights, “household categories have seen an average of over 30 percent growth in online customer base across countries.”

And even when consumers aren’t buying online, they’re trending toward stores that offer curbside pickup. This is another form of contactless commerce.

During the period from April 1 to April 20, 2020, the number of orders placed online and picked up at local stores increased by more than 200 percent.

Even when the pandemic is in the rearview mirror, contactless commerce is likely to remain an important part of the retail sector. 

With contactless options—such as picking up furniture curbside or having it delivered—consumers don’t have nearly as many concerns about their health and well-being.

Final Thoughts on Furniture Ecommerce Trends

As you can see, the top furniture ecommerce trends of 2023 are driven by two factors:

  • The switch from online shopping to cross-shopping between physical and online.
  • Rising inflation impacting average spending.

If you’re operating an ecommerce furniture store or thinking about joining this sector, let these trends guide your business and marketing plans in 2023 and beyond.

It’s clear: More people than ever are buying furniture online. It’s up to you to follow these industry trends to boost your sales growth and reach new heights.

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By Frances Du

Frances Du is a content manager and writer with 10 years of experience in ecommerce and digital marketing, turning customer insights and market trends into actionable content strategies that drive engagement and discussion. Frances' editorial work has been featured in The Ecomm Manager, Village Living Magazine, GOOD Magazine, Traveler's Digest, SHE Canada, The Culture-ist, and The Huffington Post. She is a graduate of the University of Toronto.