Why Home Furnishing Retailers Need to Care About eCommerce on their Own Sites

By: Bill Napier

I live in Arcadia, Wisconsin in the middle of nowhere and I love it. Many think I’m crazy, as I’m missing on city conveniences like great restaurants, and a variety of shopping options and experiences.


Ok, I admit it… I do miss the restaurant options, but that’s about it. When I go to the Las Vegas Furniture Market, my first dinner is always a New York Deli in one of the hotels; because where I live, Walmart is the closest thing to a deli I have. When it comes to shopping and buying stuff, I don’t miss the city life at all. I hate traffic and trying to find a place to park. I also hate how after all that hassle, I’m unable to find the right product at a decent price to entice me to “buy.” Then I’m off on my next brick and mortar journey, hoping that I’ll eventually find what I’m looking for. I’m a Baby Boomer. I buy about 85% of everything “online” and I’m on a first name basis with my UPS and FedEx drivers. I buy online for two simple reasons:


  1. As I mentioned, I hate the hassle and the process of “the hunt.”
  2. E-commerce shopping and buying it “my way” makes my life easy.

I bet when you are looking at virtually any type of purchase, you start by searching for something on Google, and you find an assortment of different businesses pertaining to what you searched for — many of them being local businesses.  


The next step is to visit those online retailers who matched your search. You review their website and you want to know how much their product/service costs? If there isn’t a price, I can virtually guarantee, you’ll leave that website and go to the next one. home furnishing retailers - break imageThis is step one in failing your consumer: NO PRICING on your website. No one will call you to ask for a price. Hardly anyone calls anyone anymore, but they do email and/or text. Ask yourself this: would you call anyone to ask for a price on anything? If not, why would you expect your customers to call you?


If you are unable to buy what you want when you want it, what do you do? You search for the buying option(s) where you can buy it.


According to Statistica, e-commerce sales have grown by one third in two years. In 2016. total U.S. e-commerce sales were over $360 Billion and projected to be over $461 Billion in 2018. By 2022, however, e-commerce sales are expected to surpass $638 Billion in sales; almost double in from the 2016 sales statistics.
When it comes to furniture and home furnishings e-commerce revenue, Statistica reported that in 2013, furniture/home furnishings e-commerce revenue was over $20 Billion and is projected to be over $42 Billion in 2019. It is also projected that by 2021 furniture/home furnishings will account for 13.6% of ALL retail e-commerce sales.


Statistica isn’t alone! In 2016, Business Insider projected that by 2020, over 32% of ALL home furnishings will be sold online.


Even though there are many consumers who still prefer to come in to make a purchase after months of online research, the ultimate goal of eCommerce sites is to give consumers as many resources as possible — bringing them close to an actual purpose.