There is a sector that is becoming increasingly popular in terms of online sales: we are talking about home and furniture eCommerce.
In fact, more and more consumers are choosing to buy furniture and furnishings for their homes online, a symptom of a radical change in consumer habits, but also of how online shopping is now becoming commonplace in all product sectors.
In this article, we analyse all available data on home and furniture eCommerce, giving you an overview of the value of the sector, emerging trends and the peculiarities of eCommerce in this area. Let’s get started!
The value of the home and furniture sector in eCommerce
The global eCommerce market for furniture and home products was worth around USD 176 billion in 2022, with expectations of growth to over USD 285 billion by 2028.
The trend is also reflected in Europe, where home and furniture eCommerce has been growing at an annual rate of 25-30% in recent years.
In particular, the European market has benefited from strong demand in countries such as Germany, France and Italy, where eCommerce of household products has seen a significant boost. There are also some emerging countries, such as Poland and Romania, where the sector is growing rapidly.
eCommerce home and furniture: how much is it worth in Italy
In Italy, the home and furnishing eCommerce sector has seen substantial growth – with an estimated value of EUR 3.3 billion (+31% from 2022 to 2023) -, only partly helped by rising prices (+5.6%). The sector has in fact benefited from a radical change in the buying habits of Italian consumers, who are increasingly inclined to choose online platforms to purchase furniture and furnishings.
According to the monthly data of the Casaleggio Associati eCommerce Ranking, in fact, of the more than 7,420 online companies analysed, a good 761 belong to this sector. In the Top 100 eCommerce companies in Italy, 6% belong to the home and furnishing sector.
But that is not all. As we have anticipated, online sales in the sector are gaining momentum, so much so that in September in the Top 10 most popular eCommerce sites we find, in fifth place, Leroy Merlin, which has gained one position in just one month (in August it was in sixth position).
Leading eCommerce sites for the home and furniture sector
The Italian presence in the sector, reports Casaleggio Associati, is still 89%; however, among the top10 companies in the sector, half are foreign. Among the top eCommerce sites for the home and furniture sector in Italy we find Leroy Merlin (French) in first place, Ikea (Swedish) in second place and only Tecnomat (Italian) in third place, followed by Mondo Convenienza (Italian), Deghi (Italian), Maison du Monde (French), Bricocenter (Italian), Kasanova (Italian), Obi (German) and Action (Netherlands).
Among the best-selling items in this category are furniture, home accessories, household goods, lighting and decorations.
The peculiarities of eCommerce in the home and furniture sector
Home and furniture eCommerce has some peculiarities that distinguish it from other product categories sold online. Just think, for example, of the large size of the items sold, such as furniture and furnishing accessories. Here then are all the most relevant and peculiar aspects of this sector.
1. Personalised shopping experience
In the furniture industry, the visual experience plays, for obvious reasons, a key role. The use of the most modern and advanced technologies is therefore crucial in this sector.
The most innovative eCommerce platforms in the home and furniture sector, in fact, already allow products to be displayed in 3D, so that customers can see the furniture from different angles; or feature Augmented Reality (AR) solutions, which allow customers to virtually ‘try on’ furniture inside their homes using smartphones or tablets.
2. Growing role of AI
Also from a technology perspective, another key trend in the home and furniture eCommerce market is the use of artificial intelligence (AI) and data analysis to improve the shopping experience.
For example, many companies already offer their customers personalised suggestions based on previous purchasing preferences; online configurators that help customers build their furniture; and finally chatbots that guide customers during the purchase process, answering frequently asked questions and suggesting alternative products.
3. Customisation and customisation of products
Another of the most relevant trends in the online home and furniture sector is the growing demand for customised products.
In fact, consumers are looking for solutions that perfectly fit their space and style requirements. This has led many companies to offer furniture customisation services, where the user can choose materials, colours, sizes and other specifications.
4. Growing interest in sustainability
As in many other sectors, consumer interest in sustainable products is growing strongly in home and furniture eCommerce. According to a Statista study, more than 40% of European consumers said they prefer sustainable products for their home.
Many online furniture companies are therefore responding to this demand by offering, for example, recyclable or eco-friendly materials, sustainable production solutions with less environmental impact, and locally manufactured furniture to reduce the carbon footprint of shipments.
5. Omnicanality
The home and furniture sector is increasingly adopting an omnichannel strategy, i.e. combining the online and in-store experience.
Consumers seek continuity between the physical shop and the online shop, using both options to make purchasing decisions. For example, many consumers prefer to see the furniture physically in the showroom and then complete the purchase online to take advantage of discounts or customisation options; while others use the website to explore the full range of products and then visit the shop to assess quality and materials.
6. Logistics and Delivery
One of the central elements for home and furniture eCommerce is logistics. As we have already mentioned, furniture is often bulky, heavy, fragile and also expensive items, and therefore requires careful planning of delivery. Unlike other sectors such as fashion or electronics, where products can easily be shipped in small packages, furniture and home furnishings require special logistics solutions to ensure efficient and safe delivery.
For this reason, the most important players in the sector have already developed ad hoc solutions, such as fast delivery with home delivery and installation options, or Click&Collect solutions, which allow products to be ordered online and picked up directly at the point of sale. Let us take a closer look at them.
Logistics solutions for home and furniture eCommerce
1. Pick-up Points and Clic&Collect
Pick-up Points, or Pick-up Points, are one of the most popular solutions to simplify the delivery of home and furniture products, especially in areas where home delivery logistics can be complex or expensive. Pick-up Points offer customers the possibility of collecting their purchases from physical points such as warehouses, partner shops or distribution centres, thus reducing delivery costs and allowing them to pick up items according to their availability.
Click&Collect, i.e. a hybrid purchasing method that combines the convenience of online shopping with the possibility of picking up products directly in the shop, also offers the same advantages, which is why these solutions are increasingly appreciated by consumers.
A well-known example of this is the model adopted by IKEA. The Swedish giant offers Click & Collect in all its shops, allowing customers to order online and collect their furniture directly from the physical warehouse. This model is particularly advantageous for items such as shelves or small furnishings, which customers can easily pick up themselves, avoiding a visit to the point of sale (which, as we all know, is a real nightmare for many).
2. Micro-distribution and regional warehouses
Another trend in the industry is the use of regional warehouses and micro-distribution centres to bring products physically closer to the end customer. These warehouses, strategically located close to urban centres or in more densely populated areas, reduce delivery times and logistics costs. This approach is particularly useful for large furniture deliveries, as it reduces the transport radius and also optimises delivery routes, thus also benefiting sustainability and reducing emissions.
3. White glove delivery services
In the premium segment of the furniture industry, there is a growing demand for ‘white glove’ delivery services, i.e. deliveries that include not only transport, but also the assembly and installation of items directly in customers’ homes. These services generally involve a specialised team delivering the furniture to the customer’s home, assembling it and positioning it in the desired location. Some services also include the collection and disposal of packaging.
4. Use of Locker
Due to the often bulky volumes of products in this segment, lockers are not often the preferred solution for order delivery. However, for small furniture items, automatic lockers available 24/7 are a real alternative to home delivery. Customers can choose to pick up their order at a time of day that is most convenient for them, with considerable advantages also in terms of cost and environmental sustainability.
As we have seen, therefore, the sector is growing fast and logistics will play an increasingly strategic role in home and furniture eCommerce in the near future. Pick-up Points and Click&Collect solutions, but in some cases also Lockers, are proving to be effective in providing flexibility and savings to consumers, while for large furniture, dedicated logistics and premium delivery services are greatly enhancing the customer experience.
Companies in the sector will therefore have to continue to invest in innovative logistics solutions to meet the growing expectations of speed, efficiency and service quality.
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