BigCommerce Report: Insights into the Omnichannel Journey for Home Furnishings Shoppers
BigCommerce (Nasdaq: BIGC), a prominent open SaaS and composable ecommerce platform for B2C and B2B brands and retailers, has released its latest consumer report titled The Omnichannel Customer Journey: The New Buyer Experience for Home Furnishings Shoppers. The survey, which included responses from over 3,000 U.S. consumers, sheds light on the diverse shopping behaviors driving purchases in the home goods sector. It emphasizes the importance for home furnishings brands to understand how and where consumers 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, BigCommerce’s Director of Brand and Content Marketing. “These findings highlight the necessity of a robust omnichannel strategy, complete with flexible payment options and highly personalized customer engagement—essential drivers for boosting sales and fostering long-term brand loyalty.”
Key Insights
The report reveals that an effective omnichannel strategy, combining online and in-store experiences, is vital for home furnishing brands to meet consumer expectations and remain competitive in a rapidly evolving market. The study also indicates that promotions, new technologies, sustainability, and enhanced in-store experiences can play a significant role in building long-term brand loyalty.
Consumer Preferences for Shopping
The pandemic accelerated the trend toward online shopping, but many consumers are now returning to in-store experiences. The survey found that 48% of consumers prefer buying home furnishings in-store, while 28% prefer online shopping, and 24% have no preference.
Interestingly, while in-store purchases are favored, digital channels remain popular for inspiration. Home improvement shows (48%) and decor websites and blogs (47%) are more influential than in-store browsing (40%). Social media (48%) has become a dominant platform for product discovery, thanks to engaging content on sites like Instagram and TikTok.
The report highlights that 66% of shoppers purchased bedroom essentials online, followed by home décor (56%) and storage solutions (49%). Online marketplaces and big-box store websites are preferred for 54% of purchases, with most consumers favoring mid-priced items ($100 – $499) from these channels over direct brand websites (39%).
Flexible return policies are essential for consumer confidence. Over 60% of respondents are more likely to buy from an online brand offering free return shipping, while other factors like no restocking fees (37%) and extended return windows (36%) also significantly influence purchasing decisions.
The Importance of BOPIS
Buy Online, Pick Up in Store (BOPIS) has become an expectation, with 69% of shoppers using this option in the past year. Among them, 80% reported purchasing additional items during pickup. Notably, big-ticket items such as indoor furniture (42%) and bedroom essentials (32%) are increasingly bought using Buy Now, Pay Later (BNPL) options.
Confidence Boosted by Emerging Technologies
While 42% of respondents have not yet used emerging technologies, 27% have utilized virtual showrooms, 24% have tried augmented reality (AR) displays, and 18% have experienced in-store virtual reality (VR) installations. Notably, 47% of consumers feel more confident in their purchases when using these technologies, signaling a readiness to embrace new tools as integral parts of the shopping experience.
Offering online AR previews can help shoppers visualize products in their homes, while VR tools can enhance in-store experiences. Brands like UPLIFT Desk allow customers to see 3D configurations of desks in their own spaces, enhancing purchase confidence.
Promotional Influence on Shopping Behavior
Promotions significantly impact consumer choices. The survey revealed that 82% of respondents who prefer in-store shopping would consider buying online if an exclusive online promotion is available. Similarly, 76% of online shoppers are likely to purchase in-store with an in-store-only promotion. Despite this, online shoppers are less inclined to switch to in-store purchases, likely due to their preference for the convenience of online shopping (43%).
Email marketing remains the most effective promotional channel, with 55% of consumers favoring email promotions.
Sustainability Considerations
As consumers increasingly prioritize sustainability, there is a clear preference for eco-friendly products. While 39% seek energy-efficient items and 34% prefer products with minimal or recycled packaging, many consumers are reluctant to pay more than 10% extra for sustainable options. This underscores the need for brands to find cost-effective ways to incorporate sustainability into their offerings.
To attract eco-conscious consumers, home furnishings brands can highlight energy efficiency and environmentally friendly packaging on product pages. Companies like Molly Mutt showcase their commitment to sustainability through dedicated sections on their ecommerce sites.
Conclusion
For home furnishings businesses to succeed in a competitive landscape, understanding consumer shopping preferences and values is crucial. These insights can inform strategic adjustments that differentiate brands in the marketplace.
BigCommerce partners with leading retailers in the home, garden, and furniture sectors, including Chair King Backyard Store, Designerie, Jennifer Taylor Home, Wovenbyrd, and Burrow, who leverage these strategies to enhance customer experiences and drive growth.
For further insights, download the full report and discover how your home and garden brand can captivate customers with an attractive storefront that boosts sales and conversions.
Methodology
BigCommerce conducted a consumer survey in August 2024, gathering responses from 3,007 participants across various regions in the U.S. All respondents were aged 18 or older and had purchased at least one home furnishings product online in the past year.
All data referenced in this report is sourced from BigCommerce’s consumer survey unless stated otherwise. The report presents aggregated data unless indicated differently.
About BigCommerce
BigCommerce (Nasdaq: BIGC) is a leading open SaaS and composable ecommerce platform that empowers brands and retailers of all sizes to innovate and grow online. Offering enterprise-grade functionality with ease of use, BigCommerce serves tens of thousands of B2C and B2B companies across 150 countries and various industries. For more information, visit www.bigcommerce.com or follow us on X and LinkedIn.
