Shoppers move online to buy furniture and appliances research confirms large growth and opportunity in high-ticket categories outside of the strong electronics and technology segments

Los Angeles, Calif., Aug. 30, 2006 —®, an Experian company, explores home furniture and appliance shopping trends in its latest Consumer Behavior Report, which tracks shopping trends from its leading comparison shopping site along with data from a survey of 1,417 online shoppers.

Recent trends show that consumers are migrating online to shop for furniture, appliances and home furnishings, both to research and complete purchases of large- and small-ticket items. Market Reporter,’s market research database, shows a 92 percent increase in merchant referrals over the past six months to retailers in the furniture category and a 50 percent increase in merchant referrals for major appliances.

Although furniture traditionally is a look and feel purchase, consumers now are willing to purchase items such as sofas, patio furniture and tables online in addition to buying from a brick-and-mortar store. From shopper behavior over the past few months, it appears that shoppers are doing their homework by researching online for sales, lower tax rates and free shipping.

“Savvy consumers for quite some time have been taking advantage of the convenience and savings of buying big-ticket electronic items such as TVs and computers online. So it is natural to see online shoppers also embrace the convenience, selection and pricing that is now more readily available through the Internet for other large-ticket items,” said Kamran Pourzanjani, president of

According to the survey of online shoppers at, the top three motivations to go online for home furniture and appliance shopping include finding better prices, the convenience of shopping when you want, and the ability to shop from home and avoid crowds at stores and malls. Of those surveyed, 23 percent stated that they expect to buy more products online for their home within the next 12 months. These survey results are aligned with a recent JupiterResearch forecast that predicts steady growth for online spending for furniture, with a 17.4 percent growth from 2005 to 2010 (JupiterResearch Internet Shopping Model, 11/05 U.S. only).

Online retailers also support these findings. “Buying furniture on the Internet is here to stay and growing fast as consumers embrace the channel for furniture,” said Scott Perry, CEO of “Our online business has increased more than 1,000 percent over the past three years, landing us in Inc. magazine’s top 500 fastest-growing privately held companies in the U.S. this year.”

The following are the top 10 home furniture and appliance products searched for on


Maytag MG5765QDQ 30 inch gas freestanding range

From $600


Manhattan Chocolate queen platform bed

From $140


South Shore juvenile bunk bed

From $171


Le Domaine d’Elegance bedroom furniture set in dijon

From $4,073


Bryce 2 piece sectional sofa

From $1,200


Loft Sectional 1 sofa

From $7,080


Woodard FLC Trinida 5 Piece conversation patio set

From $400


Timeless Traditions pedestal dining table

From $862


Redmond 7 piece living room set

From $1,300


Overture Oak bedroom furniture set

From $4,075 plans to track the expected online shopping growth trends for furniture and appliances in the coming 12 months. To view the full Consumer Behavior Report on Home Furniture and Appliance Trends, which includes insight into the value of free shipping offers, the top reasons why shoppers will not purchase furniture online and the heavy reliance shoppers place on doing online research before making offline purchases, please visit at

What effect will online shopping have on your business? Comment below.

One Reply to “Shoppers move online to buy furniture and appliances”

  1. I agree we are an ecommerce site selling home theater goods and our average order is quite high and we once had a customer purchase over 65k in two orders with us, that’s a large transaction for ecommerce, the trend is to go to trusted sources with these larger purchases and reputation and service is the key.
    alan hutchinson

Leave a Reply

Your email address will not be published. Required fields are marked *