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Omnichannel Presence and Diverse Consumer Shopping Habits Drive Home, Garden and Furniture Brands to Embrace Innovation, BigCommerce Report Reveals

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BigCommerce's latest consumer survey reveals key insights into home furnishings shopping behaviors. The study of 3,000+ U.S. consumers shows that 48% prefer in-store purchases, while 28% favor online shopping. Social media leads product discovery at 48%, and 66% of shoppers bought bedroom essentials online. BOPIS (Buy Online, Pick Up in Store) has become standard, with 69% of shoppers using it in the past year. The survey also highlights the importance of flexible return policies, emerging technologies like AR/VR, and promotional strategies, with 82% of in-store shoppers willing to buy online for exclusive promotions.

Il recente sondaggio di BigCommerce sui consumatori rivela importanti informazioni sui comportamenti di acquisto per l'arredamento della casa. Lo studio condotto su oltre 3.000 consumatori americani mostra che il 48% preferisce gli acquisti in negozio, mentre il 28% preferisce fare shopping online. I social media sono il principale canale per la scoperta dei prodotti, con il 48% degli acquirenti che utilizza questa modalità, e il 66% degli acquirenti ha acquistato articoli per la camera da letto online. Il BOPIS (Acquista Online, Ritira in Negozio) è diventato uno standard, con il 69% degli acquirenti che lo ha utilizzato nell'ultimo anno. Il sondaggio evidenzia inoltre l'importanza di politiche di reso flessibili, delle tecnologie emergenti come AR/VR e delle strategie promozionali, con l'82% degli acquirenti in negozio disposti ad acquistare online per promozioni esclusive.

La última encuesta de consumidores de BigCommerce revela información clave sobre los comportamientos de compra de muebles para el hogar. El estudio de más de 3.000 consumidores estadounidenses muestra que el 48% prefiere las compras en tiendas, mientras que el 28% favorece las compras en línea. Las redes sociales son el principal medio para el descubrimiento de productos, con el 48% de los compradores recurriendo a ellas, y el 66% de los compradores ha adquirido artículos esenciales para el dormitorio en línea. El BOPIS (Compra en línea, recoge en la tienda) se ha convertido en un estándar, con el 69% de los compradores utilizándolo en el último año. La encuesta también destaca la importancia de políticas de devolución flexibles, tecnologías emergentes como AR/VR, y estrategias promocionales, con el 82% de los compradores en tienda dispuestos a comprar en línea por promociones exclusivas.

빅커머스의 최신 소비자 조사에서는 가정용 가구 구매 행동에 대한 주요 통찰을 밝혀냅니다. 3,000명 이상의 미국 소비자를 대상으로 한 이 연구에 따르면, 48%가 오프라인 구매를 선호하고, 28%는 온라인 쇼핑을 선호합니다. 소셜 미디어는 제품 발견의 주요 경로로, 48%의 소비자가 이를 활용하고 있으며, 66%의 소비자가 온라인으로 침실 필수품을 구매했습니다. BOPIS(온라인 구매 후 매장에서 픽업)가 표준으로 자리 잡았으며, 69%의 쇼핑객이 지난 1년 동안 이를 이용했습니다. 이 설문조사는 또한 유연한 반품 정책, AR/VR과 같은 신기술, 그리고 프로모션 전략의 중요성을 강조하며, 82%의 오프라인 쇼핑객이 독점 프로모션을 위해 온라인 구매에 응할 의향이 있다고 밝혔습니다.

La dernière enquête de consommateurs de BigCommerce révèle des informations clés sur les comportements d'achat en matière de meubles de maison. L'étude auprès de plus de 3.000 consommateurs américains montre que 48% préfèrent faire leurs achats en magasin, tandis que 28% favorisent les achats en ligne. Les réseaux sociaux sont en tête de la découverte de produits avec 48%, et 66% des acheteurs ont acheté des essentiels pour la chambre à coucher en ligne. Le BOPIS (Achetez en ligne, retirez en magasin) est devenu la norme, avec 69% des acheteurs l'ayant utilisé au cours de l'année passée. L'enquête met également en avant l'importance des politiques de retour flexibles, des technologies émergentes comme l'AR/VR, et des stratégies promotionnelles, avec 82% des acheteurs en magasin prêts à acheter en ligne pour des promotions exclusives.

Die jüngste Verbraucherumfrage von BigCommerce zeigt wichtige Erkenntnisse über das Kaufverhalten im Bereich Möbel für das Eigenheim. Die Studie unter über 3.000 US-Verbrauchern zeigt, dass 48% bevorzugt in Geschäften einkauft, während 28% das Online-Shopping bevorzugt. Soziale Medien führen die Produkterkennung mit 48% an, und 66% der Käufer haben Schlafzimmerartikel online gekauft. BOPIS (Online kaufen, im Geschäft abholen) ist zum Standard geworden, wobei 69% der Käufer es im vergangenen Jahr verwendet haben. Die Umfrage hebt auch die Bedeutung flexibler Rückgabebedingungen, neuer Technologien wie AR/VR und Werbestrategien hervor, wobei 82% der Kunden, die in Geschäften einkaufen, bereit sind, online für exklusive Angebote zu kaufen.

Positive
  • 69% of shoppers have used BOPIS, with 80% making additional purchases during pickup
  • 82% of in-store shoppers willing to switch to online for promotions
  • 47% of consumers report increased purchase confidence when using emerging technologies
  • 66% of shoppers purchased bedroom essentials online
Negative
  • Only 39% of consumers shop directly from brand websites vs 54% preferring marketplaces
  • Majority of consumers unwilling to pay premium for sustainable products
  • 31% have never used BOPIS, indicating missed revenue opportunities

Insights

This comprehensive consumer behavior report reveals critical shifts in home furnishings retail that impact the entire sector. Key findings show a strong 48% preference for in-store purchases, while digital channels dominate product discovery with 48% of consumers using social media. The emergence of omnichannel strategies, particularly BOPIS, shows significant potential with 80% of shoppers making additional purchases during pickup.

The data indicates a clear opportunity for retailers to optimize their digital-physical integration. Consumer preferences for flexible payment options and emerging technologies like AR/VR (used by 24% and 18% respectively) suggest a market ready for technological advancement, though implementation must be cost-effective as price sensitivity remains high, particularly regarding sustainability premiums.

The findings present significant implications for retail sector investments. The strong preference for online marketplaces over direct brand websites (54% vs 39%) suggests continued pressure on direct-to-consumer margins and the need for strategic partnerships with major platforms. The high conversion rate of BOPIS users making additional purchases (80%) indicates a clear path to revenue growth through omnichannel optimization.

Buy Now Pay Later (BNPL) adoption for big-ticket items, particularly indoor furniture at 42%, represents a growing opportunity for increased average order values. However, the willingness to pay premiums for sustainable products suggests careful cost management is needed when implementing eco-friendly initiatives.

Survey results indicate home furnishings brands need to optimize the customer journey across various touchpoints and gain insight into what products consumers buy online to maximize sales and drive growth

AUSTIN, Texas--(BUSINESS WIRE)-- BigCommerce (Nasdaq: BIGC), a leading open SaaS, composable ecommerce platform for fast-growing and established B2C and B2B brands and retailers, today announced the findings in its latest consumer report, The Omnichannel Customer Journey: The New Buyer Experience for Home Furnishings Shoppers. The survey, which gathered insights from over 3,000 U.S. consumers, highlights the diverse shopping behaviors that are motivating consumers to purchase home goods, making it crucial for home furnishings brands to better understand how and where their customers prefer to shop.

“Today’s home furnishings shoppers are more informed and selective than ever, blending in-store and online experiences to make confident purchase decisions,” said Melissa Dixon, director of brand and content marketing at BigCommerce. “These findings highlight the importance of a robust omnichannel strategy, complete with flexible payment options and highly personalized customer engagement—key drivers not only for boosting sales but also for fostering deep, long-term brand loyalty.”

The survey results reflect that a robust omnichannel strategy that blends both online and in-store shopping is the golden key for home furnishing brands to meet customer expectations, and remain competitive and resilient in a quickly evolving market. Meanwhile, promotions, emerging technology, sustainability and in-store experiences show potential for fostering long-term brand loyalty.

Where, What and How Consumers Prefer to Buy

While the pandemic fueled a surge in online shopping, its aftermath has recovered interest in traditional in-store experiences, with houseware retailers seeing steady foot traffic throughout 2023. In fact, 48% of consumers prefer to purchase home furnishings in-store, while 28% favor online shopping and 24% have no preference.

Despite the majority favoring in-store purchases, more respondents prefer to find inspiration for how they furnish their home digitally, with home improvement shows (48%) and home decor websites and blogs (47%) more popular than in-store browsing (40%). However, when it comes to today’s digital touchpoints, social media (48%) reigns supreme in product discovery, likely because of the abundance of content available on platforms like Instagram and TikTok that have the power to inspire viewers.

The report also revealed that 66% of shoppers purchased bedroom essentials online, followed closely by home décor (56%) and storage solutions (49%). Online marketplaces and big-box store websites are also the favored choice for purchasing (54%), with most consumers opting to buy mid-priced items ($100$499) from these channels. It’s notable that shoppers prefer these channels over a brand’s direct website (39%). Big-box store promotions or features like Amazon’s free two-day shipping could drive this preference.

Flexible return policies, such as free pickup services, provide the reassurance shoppers need to make a purchase. Over 60% of respondents said they were more likely to purchase from an online home furnishings brand that offers free return shipping, while no restocking fees (37%), extended return windows (36%) and return pickup services (34%) showed to be key factors most likely to influence an online furnishings purchase.

Buy Online, Pick Up in Store (BOPIS) is No Longer a Perk – But An Expectation

In the past year, 69% of shoppers have used BOPIS, while 36% have used BOPIS 2-5 times. A whopping 80% of shoppers reported they purchased additional items when picking up orders, while a surprising 31% have never used BOPIS before, giving home furnishings brands new opportunities to drive more sales and increase repurchase rates.

Big-ticket items respondents were more likely to purchase using BNPL are indoor furniture (42%), bedroom essentials (32%), outdoor furniture (28%) and home decor (26%).

Consumers Using Emerging Technologies Are More Confident in Their Purchases

While a majority of respondents (42%) have not used emerging technologies, 27% have used virtual showrooms, 24% tried augmented reality (AR) 3D displays, and 18% have taken advantage of in-store virtual reality (VR) installations to interact with, and view, products. It’s worth noting 47% of consumers reported more confidence in their purchasing decisions when utilizing these emerging technologies, indicating that consumers are poised to start relying on these new tools to inform their purchases as they become more integral in the shopping experience.

Offering online AR preview placements can help shoppers better visualize products in their own homes. Similarly, VR tools can allow shoppers to explore a brand’s offerings through in-store installations or connecting their headsets to an online virtual showroom. Brand’s like UPLIFT Desk gives shoppers the ability to view 3D configurations of their desks in their own homes to help them feel more comfortable with their purchase.

“When you buy online, you don’t know what the product is going to look like in your space. As we move into a world with augmented reality, we’re able to build the tools and products that help a customer visualize and understand it,” explained Daniel Burrow, vice president of growth at UPLIFT Desk, a BigCommerce customer.

Promotions Channels and Types Heavily Influence Where Consumers Shop

A compelling promotion can often persuade consumers to switch from their preferred buying method. In fact, 82% of respondents who prefer in-store purchases will likely buy online when an online-only promotion is offered. Similarly, 76% of those who favor online shopping will likely purchase at a physical store if presented with an in-store-only promotion.

It’s worth noting that fewer online shoppers would switch to in-store shopping, even with a promotion. This is likely because many of these shoppers prefer the convenience of being able to purchase at any time of the day (43%). With 61% of in-store shoppers and 58% of online shoppers reporting promotions would attract them to try a different buying method, it would be worth home furnishing brands to consider prioritizing promotions such as percentage discounts, BOGO and free gifts with purchase to attract and retain customers.

Meanwhile, email marketing remains the most effective promotional channel, with 55% of consumers preferring to receive promotions via email.

Sustainability Matters, But Not at Any Cost

As more consumers prioritize going green, there is a growing preference for sustainable products. For instance, while 39% of respondents look to buy energy-efficient items and 34% look to buy products with minimal or recycled packaging, the majority of consumers are not willing to pay more than 10% extra for products that align with their sustainability preferences. Most are unwilling to pay any additional cost.

To attract eco-minded shoppers, home furnishings brands should explore cost-effective ways to incorporate sustainable practices into their products. Highlighting energy efficiency and environmentally friendly packaging on product pages and shipping materials can help differentiate them from competitors. A great example is Molly Mutt who showcases their commitment to sustainability through a dedicated page on their ecommerce site, raising customer awareness of their green initiatives.

For home furnishings businesses to thrive in this challenging landscape, it’s crucial to understand how their audiences prefer to shop and what they value in a brand. With this insight, brands can make strategic adjustments to their business models that differentiate them from competitors.

BigCommerce works with leading home, garden and furniture retailers including Chair King Backyard Store, Designerie, Jennifer Taylor Home, Wovenbyrd and Burrow, who are leveraging these strategies to elevate their customer shopping experiences and accelerate growth.

Click here to download the full report and learn how your home and garden brand can captivate customers with a beautiful storefront that can help sell more, scale and convert. To see how leading home, garden and furniture brands are succeeding on the BigCommerce platform, visit here.

Methodology

BigCommerce conducted a consumer survey in August 2024. There were 3,007 participants total across the Northeast (792), Southwest (382), West (316), Southeast (883), and Midwest (634) of the United States. The survey required all respondents to be 18 or older and to have purchased at least one home furnishings product online in the last 12 months.

All data referenced in this report is sourced from BigCommerce’s consumer survey unless stated otherwise. Unless indicated differently, the report highlights aggregated data.

About BigCommerce

BigCommerce (Nasdaq: BIGC) is a leading open SaaS and composable ecommerce platform that empowers brands and retailers of all sizes to build, innovate and grow their businesses online. BigCommerce provides its customers sophisticated enterprise-grade functionality, customization and performance with simplicity and ease-of-use. Tens of thousands of B2C and B2B companies across 150 countries and numerous industries rely on BigCommerce, including Burrow, Coldwater Creek, Francesca’s, Harvey Nichols, King Arthur Baking Co., MKM Building Supplies, United Aqua Group and Uplift Desk. For more information, please visit www.bigcommerce.com or follow us on X and LinkedIn.

Dana Marruffo

dana.marruffo@bigcommerce.com

Source: BigCommerce

FAQ

What percentage of consumers prefer in-store shopping for home furnishings according to BigCommerce (BIGC)?

According to the BigCommerce survey, 48% of consumers prefer to purchase home furnishings in-store.

How many consumers have used BOPIS for BigCommerce (BIGC) home furnishing purchases in 2023?

69% of shoppers have used BOPIS in the past year, with 36% using it 2-5 times.

What percentage of consumers shop through online marketplaces vs direct brand websites for BigCommerce (BIGC)?

54% of consumers prefer online marketplaces and big-box store websites, while only 39% shop directly from brand websites.

What emerging technologies are consumers using for home furnishing purchases on BigCommerce (BIGC)?

27% have used virtual showrooms, 24% tried AR 3D displays, and 18% have used in-store VR installations.

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