Furniture E-commerce Increased 94% in 2020 and Recorded a 51% Increase in 2021

Since the beginning of the pandemic in 2020, people have been spending much longer periods at home. The need to make homes more comfortable soon arose, and so, without being able to leave the house, furniture e-commerce has taken off:

According to a survey by the Brazilian Electronic Commerce Association (Abcomm) in partnership with Konduto, the furniture and decoration sector is among those that grew the most online during the months of March, April and May, with an increase of 23.61%.

Conversion produced a report called “E-commerce in Brazil”, which revealed that from February 2020 to February 2021, the consumption of furniture and household items increased by 51.89%.

During the pandemic, our homes took on the roles of school and office. Comfort was a must, and sofas were a bestseller in 2020, as stated by Giselle Rivkind, marketing director at Breton, in an interview with Casa Vogue.

Ale Bento, manager of Dpot Gabriel, also in an interview with Casa Vogue, highlights an increase in demand for office chairs and tables, which also came to meet the demands for comfort in remote work.

Predictions for 2022

Furniture e-commerce is expected to grow even more during 2022. According to Marcelo Prado, director of Iemi Market Intelligence, the sector is expected to double its performance throughout this year.

The target audience for furniture e-commerce is also undergoing a transformation: increasingly younger people are becoming interested in this type of product, and major brands are already seeking to update themselves in order to win over this differentiated customer.

Marcelo Ubriaco, operations director at Via Varejo, which includes Casas Bahia, talks about the effort to connect with a younger segment of consumers, and cites as an example the Casas Bahia mascot itself, which swapped its cangaceiro hat for a cap, seeking to connect more with this new target audience.

The challenges of furniture e-commerce

With furniture e-commerce proving to be a sector with notable growth, challenges are posed to entrepreneurs every day.

These include: strategies to differentiate yourself from the growing competition, reaching diverse audiences without compromising your brand identity, the best means of communication to connect with customers… Always keeping in mind the importance of ensuring that prices are competitive.