Furniture and homeware

How do customers behave differently when purchasing in different retail sectors?

Highlights from our survey findings about shopping habits in the furniture and homeware sector.

  • Of those who shop from an out of country online retailer, only 16% said they would be likely to purchase furniture and homeware items. This is one of the lowest numbers in any of the categories. India shoppers were most likely to (28%) while Australia shoppers were least likely (8%).
  • 42% of furniture and homeware buyers preferred to do their research in store, while 40% liked to do it online.   
  • 62% still preferred to make purchases of these items in store, while just 26% preferred to do it online–including 5% by tablet and 4% by mobile or smart phone.    
  • Only 10% of buyers in this category did not do any research before purchasing.  15% of US shoppers did not do any research before purchasing furniture and homeware items..
  • 59% of respondents had made at least some or more of their purchases online in this category in the last year. Leading the way, 70% of Turkey shoppers had made at least some furniture purchases online. 
  • 36% of the global sample said they had not purchased online in this category  in the last 12 months. 55% of Australia and 54% of South Africa shoppers were most likely not to have, compared to only 15% of China shoppers.

Contact us

Contact us

John Maxwell
Global Retail & Consumer Leader
Tel: +1 (646) 471 3728

Hans Borghouts
Global R&C Advisory Leader
Tel: +31 (0) 88 792 76 71

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