In recent years, the enthusiasm of furniture and home appliance industries to enter e-commerce has been greatly fueled by the massive sales during events like "Double 11" and "Tmall." For instance, the total e-commerce sales for the furniture category on "Double 11" alone reached nearly 300 million yuan. Although previous "Double 12" events had not shown strong performance, it's clear that an increasing number of furniture merchants are breaking away from traditional marketing models and entering online platforms. For young people, buying furniture online has become one of the most popular ways to purchase furniture today. However, industry experts believe that the development of online furniture shopping in China is still in its growth stage, with many challenges remaining.
Furniture companies are testing the waters of e-commerce, exploring new ways to reach consumers. In this digital age, online shopping has become a primary consumption method for young people. The convenience of just clicking to purchase allows consumers to save time without having to physically browse through hundreds of products. It’s no longer just clothes and shoes that are being bought online—more and more young people are using online platforms to purchase large household items. On Taobao's home building materials section, you can see that although some products are expensive, their sales volumes are impressive. For example, a two-person sofa suitable for a small apartment has sold as many as 186 units in a month, while general products sell around 5-10 units per month. For merchants, going online not only boosts sales but also increases brand visibility.
Online furniture shopping can even save up to one-third compared to buying in physical stores. Why is there such a big price difference? Industry insiders say the main reason is the high cost of rent. Furniture, especially large items like beds, takes up a lot of space, and store rent can be quite expensive. These costs are often passed on to consumers, which is why furniture is cheaper in suburban areas and in the place of origin than in city centers. Moreover, online furniture shopping often uses direct factory sales, eliminating both dealer links and sales commissions.
Despite the market demand and the property market tightening, the furniture industry remains in a slump. The excess area of furniture stores has made it increasingly difficult for businesses, leading to many store closures. Faced with this situation, industry insiders believe that furniture companies are trying to find ways to "help themselves" by exploring the e-commerce sales channel.
However, there are still problems with furniture online shopping. While the market potential is growing with the increase in internet users, hidden risks in the process leave many consumers confused. Ms. Cao shared her experience, saying that online furniture shopping always lacks the tactile experience. She heard about many issues with furniture purchases on Taobao, and though she was renovating her house, she carefully considered whether to buy furniture online.
Although online furniture platforms offer a wide range of options, easy navigation, and affordability, there are still issues with product display, logistics, and installation. Most furniture is displayed through pictures and descriptions, which can lead to disputes over material quality and color differences. Additionally, assembling furniture at home can be challenging. A college student named Xiao Li bought a wooden bookcase online, which was half the price of a physical store. But upon arrival, he found wood chips and confusing instructions. He ended up spending hours buying tools and assembling the cabinet, which took three to four hours. “I originally wanted to save time by shopping online, but maybe it would have been better to go to a physical store,†he said.
Delivery after online furniture purchase is also a crucial part. Major e-commerce platforms offer various delivery and installation options. For example, a certain brand’s wardrobe might have free delivery to Jinan, but additional charges apply for delivery to the ground floor or inside the home. If installation is needed, extra fees are added. This means that logistics and installation costs can quickly add up, making the overall experience less convenient than expected.
Industry professionals believe that there are still many hidden dangers in online furniture shopping. When the product doesn’t match the photos, quality assurance is difficult, and after-sales service may not be reliable. Consumers should not hesitate to negotiate with sellers and strive to resolve any issues promptly.
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