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Is the Furniture Industry Moving Towards eCommerce?


Is the Furniture Industry Moving Towards eCommerce?

In 2019, the high street is rapidly being replaced by online stores and many businesses have failed to keep up with the changing structure of consumerism. Users enjoy fast purchases, quick results and the notion of shopping around for a good deal without actually putting in the leg-work. In order to stay afloat, it’s more important than ever to increase your online presence.

Fashion brands are struggling between keeping high street shops open and the return policy from their online stores. However, this is largely due to inconsistent sizes and poor quality upon arrival. The furniture industry is entirely different as many pieces are made to last for years to come and the measurements are provided. So, the question on everyone’s with is whether the furniture industry is moving towards e-commerce entirely.

One of the most important factors of furniture purchases is the visualisation of the piece as if it was in your actual home. With this in mind, showrooms have been acquiring more and more importance in the recent past, funnelling a sort of a “lead generation” from a company’s online portal.

E-commerce vs Commerce

Over the past 5 years, eCommerce has surpassed high street stores and many businesses have failed to keep up with the growth. Millennials and Gen Zs are prone to favouring online shopping over going to the shop itself, as this is less time consuming and can mean faster delivery and better deals and online reviews. However, the older generations tend to move more towards high street shops, especially for big-ticket purchases such as designer furniture.

Luxury furniture stores need to find a balance between varied user preferences. By doing so, they will be able to increase their conversions: it’s extremely important, in fact, to assess which platform performs better, whether this is commerce or traditional commerce. Investing too much in large stores can put a dent in the overall revenue, whereas failing to have physical displays can put people off.

On Line Furniture Retailers

Understanding The Needs Of The Customer

The luxury store Arighi Bianchi is a great example of how to market a luxury furniture store effectively. They have a strong in-store presence, with eccentric and luxurious furniture displays and in addition to this, they also have an excellent online presence. They sell a lot of large ticket items, so it’s important for the customer to visualise their store in their own space. Creating online lookbooks and in-store displays can help both the e-commerce and traditional shoppers to visualise how this is going to look in their own living room, for example.

Another great example of the furniture industry is the Swedish global giant IKEA. Again, they create real-life displays both in-store and online to appeal to both audience types. It appears that whether you’re selling flat-pack, affordable furniture or designer furniture, it’s important to appeal to both, but also to pander to your largest revenue generator.

Depending on the size of the furniture business, have one store base so that it’s not as big of a financial strain if trends change from year to year and have a large online presence. By integrating a social media strategy along with a user-friendly website, conversions can increase significantly during the first year, which is the ideal scenario most of these companies are going after.


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