This dossier presents insights and statistics on furniture e-commerce worldwide. It provides data on the size of furniture e-tailing in leading markets and figures on online sales of the industry’s most prominent retailers globally. In addition, the report features the results of the online store of Swedish ready-to-assemble (RTA) furniture giant IKEA. A final chapter includes information on the shopping behavior of e-shoppers of furniture across the globe.
Table of ContentsOverviewKey marketsLeading e-tailersSpotlight: IKEA.comConsumer behavior
1. Overview
Description: The global market value of furniture was estimated to be 557 billion U.S. dollars in 2022, and was expected to increase every year to reach a forecasted value of approximately 650.7 billion U.S. dollars by 2027.
Description: The United States furniture market generated the highest revenue per country revenue with over 226.78 billion U.S. dollars. Ranked second and third were China and Germany with 72.5 billion and 53.5 billion dollars respectively. The furniture market in Russia created a revenue of almost 17 billion, while the market in Switzerland saw a revenue of around 5.7 billion dollars.
Description: The Statista Consumer Market Outlook estimates that by 2022 the United States kitchen & furniture market will generated the highest per country revenue worldwide with over 46 billion U.S. dollars. Germany is estimated to rank second with a revenue of almost 8.6 billion dollars followed by China with over 5.1 billion dollars.
Description: Globally, the furniture e-commerce industry generated approximately 27.74 billion U.S. dollars in 2021. By 2030, the size of the furniture e-commerce market worldwide is forecast to reach about 41 billion U.S. dollars.
Description: Globally, the average online order value (AOV) of home furniture items was approximately 486 U.S. dollars in the third quarter of 2022. That is the second highest AOV worldwide over the last two years, with the highest recorded AOV coming in the previous quarter at 491.72 U.S. dollars.
2. Key markets
Description: In the United States, the online household furniture market reached a total sales value of over 55 billion U.S. dollars. This figure is forecast to grow slightly in 2022, with sales expected to increase to 57.8 billion dollars.
Description: Between 2007 and 2021, online retail sales of furniture, lighting and household articles in Great Britain increased more than 800 percent, going from a mere 400 million British pounds in 2007 to nearly four billion pounds in 2021. The most significant increase in furniture e-commerce sales occurred between 2019 and 2020, as online retail sales surged due to the onset of the COVID-19 pandemic.
Description: In March 2021, online retail sales of furniture, lighting, and household articles peaked in Great Britain, reaching approximately 505 million British pounds. This represents more than double the sales figures recorded in March 2020 and 2019, when furniture e-commerce sales were around 211 million and 178 million pounds, respectively.
Description: In France, the e-commerce furniture market generated sales reaching a little over one billion euros in 2021. That year, Amazon was the most popular online retailer for furniture and home decoration in France, with Swedish industry giant IKEA and French online marketplace Cdiscount rounding out the top three.
Description: In 2021, the value of online purchases of furniture and home living items reached 3.3 billion euros in Italy. This was a significant increase compared to the previous year when the value of business-to-consumer (B2C) purchases for this e-commerce segment did not go over 2.8 billion euros.
3. Leading e-tailers
Description: This statistic presents a ranking of the most popular online stores worldwide in the furniture and appliances segment in 2021, sorted by annual net e-commerce sales.
Description: Amazon.co.uk is leading the Furniture & Appliances e-commerce market in the UK, with e-commerce net sales of US$2,391 million in 2021 generated in the UK, followed by ao.com with US$1,177 million. Third place is taken by currys.co.uk with a revenue of US$1,131 million. Wayfair.co.uk is the fourth biggest Furniture & Appliances online store in the UK with net sales of US$1,051 million in 2021.
Description: Across the UK homeware sector, argos.co.uk is the leading website in terms of share of voice, accounting for 7.94 percent between July and September 2022. Amazon was the second most popular website, with 6.25 share of voice.
Description: This statistic presents a ranking of the most popular online stores in Canada in the furniture and appliances segment in 2021, sorted by annual net e-commerce sales.
Description: Amazon.de is leading the Furniture & Appliances e-commerce market in Germany, with e-commerce net sales of US$2,598 million in 2021 generated in Germany, followed by otto.de with US$2,062 million. Third place is taken by ikea.com with a revenue of US$1,716 million. Mediamarkt.de is the fourth biggest Furniture & Appliances online store in Germany with net sales of US$825 million in 2021.
Description: This statistic presents a ranking of the most popular online stores in Belgium in the furniture and appliances segment in 2021, sorted by annual net e-commerce sales.
Description: In France, Amazon overtook Swedish industry leader IKEA in the furniture and home decoration segment in 2021, with 34.6 percent of French e-shoppers reportedly doing their online furniture shopping on Amazon, compared to around 21.6 percent who opted for IKEA.
Description: argos.co.uk, operated by Argos, Ltd., is an online store with nationally-focused sales. Its E-Commerce net sales increased from 2,971 million U.S. dollars in 2016 to 5,412 million U.S. dollars in 2020 and they are generated almost entirely in the United Kingdom. With regards to the product range, argos.co.uk is an all-round online store, with products on offer that cover different categories, such as “Toys, Hobby & DIY”, “Electronics & Media” as well as “Furniture & Appliances”. The online store was launched in 2010.
Description: The Boston-based home goods e-retailer, Wayfair, generated 13.7 billion U.S. dollars in net revenues in 2021, slightly less compared to the 14.1 billion dollars reported in the preceding year. The onset year of the COVID-19 pandemic, 2020, has been the most successful sales year to date. Wayfair generates the majority of its revenues via direct retail sales.
Description: This statistic shows the revenues earned by the online retailer OTTO from 2012/13 to 2021/22. In the 2021/22 financial year, OTTO had generated revenues worth 5.1 billion euros in e-commerce. An increase compared to the previous year at 4.5 billion euros.
Description: In January 2020, the Otto Group mobile shopping app was downloaded more than 282,000 times from both Google Play and Apple App Store globally. In November 2021, the Hamburg-based e-commerce company had its mobile app downloads peak at nearly 566,000.
4. Spotlight: IKEA.com
Description: In the financial year of 2021, just over 70 percent of IKEA’s global retail sales were generated in the company’s existing retail stores. This is a significant drop compared to the fiscal year 2020. Instead, online sales of the Swedish furniture retail conglomerate grew by roughly 10 percent.
Description: ikea.com, operated by Inter IKEA Systems B.V., is an internationally-focused online store that generates eCommerce net sales primarily in the United States as well as in Germany and the United Kingdom. With regards to the product range, ikea.com achieves the greatest part of its eCommerce net sales in the “Furniture & Appliances” category. Furthermore, products from the “Toys, Hobby & DIY” category are part of the offer. The online store was launched in 1997. *Forecast
Description: In the fiscal year 2022, IKEA.com was visited over four billion times worldwide. This is a slight decrease compared to the previous year.
Description: In March 2020, the IKEA mobile shopping app was downloaded around 490,000 times from both the Google Play and Apple App Store globally. A year later, in March 2021, the Swedish ready-to-assemble (RTA) furniture retailer recorded more than 1.9 million app downloads worldwide. The IKEA mobile app downloads peaked in August 2021, when it was downloaded more than 2.3 million times around the globe.
5. Consumer behavior
Description: When shopping for home furniture online, consumers very frequently end up having second thoughts, pulling out of a transaction and leaving the order incomplete: in the third quarter of 2022, roughly nine in ten baskets created worldwide did not result in a completed order. With a rate of 95 percent, cart abandonment was most common among mobile shoppers during that quarter.
Description: In 2022, about a third of consumers worldwide stated they frequently purchased home décor, furniture, and garden goods via online as well as offline channels. Only about one in five surveyed consumers said they more commonly bought items such as these online.
Description: In the second quarter of 2022, approximately 23 percent of shoppers in the United Kingdom (UK) reported buying home and garden products online. In neighboring Ireland, that figure stood at 17 percent.
Description: According to a survey conducted in March 2022 in the United States, more than half of respondents (53 percent) reported that they shopped for furniture in-store. In comparison, around 43 percent reported they shopped for furniture online: 25 percent opted for an e-commerce platform, while 18 percent opted for buying furniture directly on the brand’s website.
Description: In a survey conducted in March 2022 in the United States, nearly half of respondents (48 percent) reported that ease of purchase was the main reason for them to shop for furniture online. Free delivery was also a main driver for online purchases of furniture according to 31 percent of respondents.
Description: In Europe, Italy had the highest percentage of online shoppers buying small home furniture and decoration through online channels in 2021. Compared to Italy’s 39 percent, neighboring Switzerland had around a third of its e-shoppers purchasing furniture online.
Description: In 2021, approximately 37 percent of European online shoppers reported purchasing heavy home furniture every two years or less often. In contrast, some 36 percent reported purchasing small home furniture and decoration online at least once or twice a year.
Source from Statista
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