As E-Commerce Home Furnishings Sales Grow, So Does Webrooming
November 9, 2017,
DENVER –A majority of consumers are willing to purchase furniture online, according to a new e-commerce survey conducted by digital marketing agency Adtaxi. But a growing number of consumers are also researching products online and then purchasing them in stores.
The company’s inaugural State of Ecommerce in America survey, which polled 1,000 Americans across the U.S. representing a broad range in household income, geographic location, age and gender, examined e-commerce trends and consumer preferences nationwide to determine how willing consumers are to make online purchases. It found that 72 percent would be willing to purchase furniture online.
Furniture e-commerce sales are expected to grow 15 percent next year and will be a roughly $50 billion business in 2019, according to Evan Tennant, national director of e-commerce for Adtaxi. Shopping for home furnishings online, like online grocery shopping, is growing as consumers get more comfortable with the idea, Tennant said.
“Webrooming is the new powerhouse in the equation,” Tennant told HFN. Webrooming, or researching a product online and then heading to a store to purchase it, was born from mobile, Tennant said, citing market research from Nielsen Scarborough. Consumers, particularly younger ones, have gotten caught up in in-the-moment shopping. Researching a product on the spot while in the store and walking out with it has become the desirable way to shop. Sephora led the way with this in the beauty category, but the practice is expanding into the furniture segment, he said. And as consumers’ patience and attention spans deteriorate, webrooming will become even more important, along with customer service, product variety and real-time inventory information.
“There’s never been a better time to have an e-commerce site but also a brick and mortar experience,” Tennant said.
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ALSO IN THIS ISSUE:
- HFN Tech & Omnichannel Study- Although e-commerce shopping is increasing dramatically among consumers, home retailers lag in their current and future tech investments and implementation.
- Market Previews: High Point & Tabletop- The newest collections and influencer trends emerge in our High Point Market and N.Y. Tabletop Show special sections.