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eCommerce Report 2021 –

Furniture & Appliances
Statista Digital Market Outlook – Segment Report

June 2021
Agenda

01 Segment Report 02 Appendix

▪ Overview ▪ User demographics
▪ Market sizes ▪ Market structure
▪ User numbers ▪ Product overview
▪ Average revenue per user ▪ Author
▪ Sales channels
▪ European market landscape
▪ Company profiles
▪ Start-up analysis

2
eCommerce Furniture & Appliances: products
Overview: market scope

Furniture & Homeware Household Appliances

▪ Online sale of furniture, kitchen and household goods (e.g. kitchen ▪ Online sale of long-lived electronic home appliances (“white goods”)
and bathroom accessories, textile furnishings, lamps, decoration) such as washing machines, dishwashers, refrigerators)

▪ Excluded are electronic household appliances ▪ Online sale of small domestic appliances (e.g. coffee machines, food
processors, microwaves and vacuum cleaners)
▪ Important providers are online shops like wayfair.com or ikea.com
▪ Major purchasing channels are online platforms and retailers
(amazon.com), furniture stores (ikea.com) or electronic retailers
(bestbuy.com)

3 Source: Statista Digital Market Outlook 2020

Inspirational content paves the way to a successful
online furniture market
Segment overview: customer benefit and market development

Customer benefit Market size and future development

The key benefit of online Furniture & Appliance retail is increased choice The Furniture & Appliances segment contributes US$383.2 billion to the
and a high level of personalization. One of the main differences to brick- global eCommerce market. In 2020, the market size has reached
and-mortar retail stores is the possibility to provide customers with style US$160.7 billion in China and US$89.8 billion in the United States, while
advice and inspirational content as well as a wide range of different Europe’s revenue amounts to US$63.9 billion.
products and their versions. This stimulates purchase decisions.
The global average annual growth rate for the Furniture & Appliances
Convenience is also a great benefit – instead of having to take on the segment is expected to be 6.4% from 2020 to 2025. Out of the three
journey to several stores (those often being in the town outskirts) just to major world regions discussed in this report, China will grow with a
see what is available, the customer can get a full overview of all styles CAGR1 of 4.9%, reaching a total market volume of US$204.2 billion by
and items within a few minutes. Metasearch engines that aggregate 2025. The second largest market will be the United States with a total
product offerings of different online shops are an approach to foster volume of US$111.0 billion by 2025, growing by 4.3% per year. Europe
online sales of furniture and appliances. A time-saving shopping takes the third place with a CAGR of 4.3% and a total market volume of
experience without stress, high-quality product presentations, US$94.8 billion by 2025..
inspirational content and, in some cases, even customized products are
key benefits for customers of online furniture shopping. Where does the growth come from? First of all, digitalization of furniture
and interior shopping has not been broadly adopted yet, except for the
Even with slow-moving goods like furniture and mattresses, start-ups appliances market in the United States. Therefore, the remaining market
such as Home24, Houzz or Casper have collected large amounts of potential for online players attracts many venture-capital-backed start-
venture capital; underlying is the assumption that their business model ups that try to challenge the large offline retail market. As a result of
will scale very fast on an international level to reach a significant market decreasing profitability of big box retail stores, offline retailers try to
share. Home Appliances on the other hand are mainly sold by large protect their business by developing their own online strategies. On the
online marketplaces such as Amazon or Tmall, or dedicated electronics other hand, online-only players try to gain market shares with consumer-
merchants such as BestBuy in the U.S. or Media Saturn in Europe. focused and lean structures, which allow competitive pricing through
economized value chains without redundant intermediaries.

1: CAGR: Compound Annual Growth Rate / average growth rate per year
4 Source: Statista Digital Market Outlook 2021
Contextual commerce and virtual/augmented reality
technologies are a major trend in the industry
Segment overview: assumptions and trends

Assumptions Trends
For the online furniture and homeware market segment we anticipate a A big trend in Furniture & Appliance eCommerce is augmented/virtual
highly competitive vendor landscape, as different and individual styles reality, which is already being tested in a shopping context. With these
do not favor a one-size-fits-all solution. Moreover, aggregation platforms technologies, the furniture shopping experience could be improved and
and marketplaces are gaining momentum since they combine the the risk of unpleasant purchases reduced through visualizing potential
advantages of price and product comparisons with individual styles. new furnishings in advance.
When it comes to a multi-/cross-channel approach, we expect offline
retailers to reduce shop floor space and rather focus on showrooms Delivery optimization on the last mile will attract a broader audience in
with click & collect integration. Driving forces for future trends are Europe. There is a promising landscape of start-ups that develop new
contextual commerce and evolving technologies. approaches to target relevant customers, e.g Home24, Westwing and
Roomhero.
Contextual commerce is the seamless integration of buy-buttons into
any kind of web-based format, e.g. social media, pictures, e-mails, etc. Users of social media and inspiration platforms like Pinterest are
without the need for a dedicated shop system to process a transaction. predestined to share and indirectly promote most attractive styles and
Impulse purchases of affordable interior products could increase interior designs. Offering products at affordable prices and using digital
significantly as a consequence of this technology. As social media advertising formats that allow precise customer targeting with high-
penetration among platforms that are well-suited for contextual quality content marketing are the main aspects that constitute a
commerce (such as Pinterest, Instagram and Facebook) is particularly competitive advantage. The top three markets U.S., China and Europe
high in the United States, contextual commerce will have an even bigger dominate in terms of online revenue, contributing over 80% of the
impact in this country. global revenue in the Furniture & Appliances segment. Overall online
sales of furniture are relatively low compared to the offline market, yet
We believe that the home appliances market will benefit from price growth rates are among the highest in the eCommerce market.
comparisons and even more convenient home delivery. Yet one major
obstacle holding back growth is the distribution and return process, In China, growth is driven by an increase in the adoption of online
which is time consuming and cost intensive. purchases and the luxury product segment. Prices of local products are
slowly increasing. Innovation in the appliances market is determined by
the market leaders Jingdong and Tmall.

5 Source: Statista Digital Market Outlook 2021

Furniture & Appliances eCommerce will reach US$
521.9 billion in revenue by 2025
Market sizes: global

Global segment sizes forecast in billion US$

Furniture & Homeware Household Appliances

521.9
+6.4%1 498.6
475.0
447.3
416.2 174.7
383.2 170.2
164.6
156.9
148.1
138.8

328.4 347.2
290.4 310.4
244.4 268.1

2020 2021 2022 2023 2024 2025

1: CAGR: Compound Annual Growth Rate / average growth rate per year
Note: Revenue figures refer to Gross Merchandise Value (GMV); Forecast adjusted for expected impact of COVID-19, November 2020
6 Source: Statista Digital Market Outlook 2021
Europe shows the biggest growth in Furniture &
Appliances with a CAGR1 of 8.2%
Market sizes: regional comparison (1/2)

Revenue forecast in billion US$

Furniture & Homeware Household Appliances

China United States Europe

+4.9%1 204.3

160.7 70.6

69.0 +4.3%1
111.0
+8.2%1 94.8
89.8 32.9
24.1 63.9 36.6
133.7
24.2
91.7
78.1
65.7 58.2
39.7

2020 2025 2020 2025 2020 2025

1: CAGR: Compound Annual Growth Rate / average growth rate per year
7 Source: Statista Digital Market Outlook 2021
With revenues of US$15.3 billion, UK is the biggest
market among the EU top 5 in 2020
Market sizes: regional comparison (2/2)

Revenue forecast in billion US$

Furniture & Homeware Household Appliances

+5.5%1
+8.5%1
20.0
19.7
+8.1%1
5.4
15.3 6.4 13.8

4.1 13.1
5.0
9.4
4.0
+10.2%1
3.6 +9.6%1
14.6
13.3 5.0
11.2 4.1
9.1 8.8 3.1 2.5 2.6
5.7 2.1
1.5 1.3
1.5 2.5 2.0
1.2
2020 2025 2020 2025 2020 2025 2020 2025 2020 2025

1: CAGR: Compound Annual Growth Rate / average growth rate per year
8 Source: Statista Digital Market Outlook 2021
By 2025, most online buyers of Furniture &
Appliances will live in China
User numbers: regional comparison (1/2)

Number of users forecast in millions

Furniture & Homeware Household Appliances

China Europe United States

493.7

377.8

251.4 256.2

194.0
176.7
164.2
142.1
115.8 116.8
89.6
75.7

2020 2025 2020 2025 2020 2025

9 Source: Statista Digital Market Outlook 2021

Germany and UK show the strongest demand for
Furniture & Appliances within Europe in 2020
User numbers: regional comparison (2/2)

Number of users forecast in millions

Furniture & Homeware Household Appliances
38.3

32.1

26.6
24.7 24.1
23.4

18.8 19.5
17.7
15.3 16.2
14.1 14.8

9.4 9.9 10.1 10.0 10.2

6.9 6.7

2020 2025 2020 2025 2020 2025 2020 2025 2020 2025

10 Source: Statista Digital Market Outlook 2021

Average online spending on Furniture is highest in the
U.S. market
Average revenue per user: regional comparison (1/2)

Average revenue per user forecast in US$

Furniture & Homeware Household Appliances

United States China Europe

269 275 147

2020 2020 2020

868 473 343

232 143 143

2025 2025 2025

669 354 329

11 Source: Statista Digital Market Outlook 2021

European online spending on Furniture & Appliances
will not change much in the future
Average revenue per user: regional comparison (2/2)

Average revenue per user forecast in US$

Furniture & Homeware Household Appliances

256 174 164

2020 2020 2020
608 595 513

258 167 167

2025 2025 2025
595 606 499

154 135
2020 2020
227 180

155 137
2025 2025
240 198

12 Source: Statista Digital Market Outlook 2021

The share of online retail in the current online
Furniture market is largest in the China
Sales channels: regional comparison (1/2)

Sales channels development forecast in the Furniture market in percent of revenue

Online Offline

45.5%
54.2%

82.8% 81.0% 83.2% 84.4%

88.0% 88.2% 89.5% 87.1% 91.1%
94.1% 96.9% 95.3%

54.5%
45.8%

17.2% 19.0% 16.8% 15.6%

12.0% 11.8% 10.5% 12.9% 8.9%
5.9% 3.1% 4.7%
2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023

13 Source: Statista Digital Market Outlook 2021

With 38.0% of revenues made online in 2019, China is
the leader in Household Appliances eCommerce
Sales channels: regional comparison (1/2)

Sales channels development forecast in the Household Appliances market in percent of revenue
Online Offline

51.6% 54.7% 51.5%

58.8% 56.9%
62.0% 64.4% 65.6% 64.1% 62.0%
69.4% 70.4%
74.4%
80.3%

48.4% 45.3% 48.5%

41.2% 43.1%
38.0% 35.6% 34.4% 35.9% 38.0%
30.6% 29.6%
25.6%
19.7%

2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023

14 Source: Statista Digital Market Outlook 2021

The top 5 European countries account for 85% of the
Furniture & Appliances eCommerce market in Europe
European market landscape

eCommerce Furniture & Appliances revenues in Europe The biggest specialized shops in the top 5 countries
in 2019

Germany

United Kingdom
20.9%
24.6%

14.9%
France

20.2% 1.5%
Others 1.3% 3.9%
1.7%
1.2% 4.6% Spain
3.1%
2.0% Italy
Finland Sweden
Denmark Austria
Norway Switzerland

15 Source: Statista Digital Market Outlook 2021, eCommerceDB.com

homedepot.com is the world’s largest online retailer
specialized in Furniture & Appliances
Company profiles: overview

Biggest players per country with Furniture & Appliances as a main product category in 2020

homedepot.com global eCommerce ao.com global eCommerce otto.de global eCommerce

net sales: US$16.90 billion net sales: US$1.43 billion net sales: US$4.19 billion

16 Source: eCommerceDB.com
In 2020, homedepot.com generated global
eCommerce net sales of almost US$17 billion
Company profiles: homedepot.com
Find out more on:
ecommerceDB.com

Key facts Global eCommerce net sales in billion US$

16.90
Headquarters: Atlanta, U.S.

Launch: 2011
9.30
7.76
Global eCommerce 6.14
US$16.90 billion 5.08
net Sales ‘20: 4.29

Main Category: Furniture & Appliances

2015 2016 2017 2018 2019 2020

Background Revenue split by categories in %

homedepot.com, operated by The Home Depot, Inc., is an online store
with nationally-focused sales. Its eCommerce net sales are generated Furniture & Appliances
almost entirely in the United States. With regard to the product range,
homedepot.com achieves the greatest part of its eCommerce net sales 65
in the Furniture & Appliances category. Furthermore, products from the Toys, Hobby &
Toys, Hobby & DIY category are part of the product line. DIY
35

17 Source: eCommerceDB.com
In Germany, otto.de is the leading domestic player
focusing on Furniture & Appliances
Company profiles: otto.de
Find out more on:
ecommerceDB.com

Key facts Global eCommerce net sales in billion US$

4.19
Headquarters: Hamburg, Germany 3.78 3.76
3.33
3.03
Launch: 1995 2.55

Global eCommerce
US$4.19 billion
net Sales ’20:

Main Category: Furniture & Appliances

2015 2016 2017 2018 2019 2020

Background Revenue split by categories in %

otto.de, operated by Otto GmbH & Co. KG, is an online store with
Fasion
nationally-focused sales. Its eCommerce net sales are generated almost
Furniture & Appliances
entirely in Germany. With regard to the product range, otto.de is an all-
round online store, with products on offer that cover different 30 35
Electronics &
categories, such as Furniture & Appliances, Fashion as well as Toys, Media
Hobby & DIY. The online store was launched in 1995.
Toys,Hobby
20 10 & DIY

5 Other

18 Source: eCommerceDB.com
The largest online retailer in the UK is ao.com, with
Furniture & Appliances accounting for 75% of its sales
Company profiles: ao.com
Find out more on:
ecommerceDB.com

Key facts Global eCommerce net sales in billion US$

1.43
Headquarters: Bolton, UK

Launch: 2001 0.84 0.84

0.74 0.75 0.78
Global eCommerce
US$1.43 billion
net Sales ’20:

Main Category: Furniture & Appliances

2015 2016 2017 2018 2019 2020

Background Revenue split by categories in %

ao.com, operated by AO Retail, Ltd., is an online store with nationally-
focused sales. Its eCommerce net sales are generated almost entirely in
the United Kingdom. With regard to the product range, ao.com achieves Electronics &
75 Furniture &
the greatest part of its eCommerce net sales in the “Furniture & Media
Appliances
Appliances” category. Furthermore, products from the “Electronics &
Media” category are part of the offer. The online store was launched in
2001.
25

19 Source: eCommerceDB.com
Casper has disrupted the U.S. mattress market in less
than 3 years
Start-up analysis: Casper

Overview Analysis
Casper is a mattress company, established and launched in 2014, which Is the product rare?
sells mattresses online directly to consumers, eliminating vendor
commissions. It has disrupted the mattress market, which had Casper was the first sleep company to offer high-quality mattresses at
previously been dominated by a small group of legacy manufacturers. an affordable price with a 100-day trial period. The company built a
The company pays special attention to customer satisfaction and community and made its products represent not only a piece of
making the mattress buying process pleasant. furniture, but a set of values.

Casper sells ergonomic mattresses, packed in a box and delivers them Are there advantages compared to imitations?
to the customers’ doors, making the shopping experience simple. It Since the success of Casper, the mattress market has been developing
offers a 100-day return time period and exceptional customer service. quickly and many companies are eager to join the trend. New market
The company has also entered the offline market after opening over 200 entrants and legacy manufacturers now offer sustainable materials,
showrooms across the U.S., and has recently started a partnership with luxury, and more. The main advantage of Casper is its household name.
Target, now selling its products in Target stores.
Can the product withstand possible constraints?
A mattress is an item that people buy every 7 to 10 years, so the
demand will always be there. With new competitors entering the market,
the main goal for the company is to sustain its market share and protect
its image.

Casper has already become very successful in its niche. In our

opinion, it is a question of how big they will grow and if they will
develop from a mattress company to a lifestyle-driven enterprise.

20 Sources: Statista Digital Market Outlook 2021, intelistyle.co.uk, econsultancy.com

 APPENDIX
Detailed consumer information is one key factor
for describing market developments precisely. In
this appendix, we give detailed information on
three different user characteristics: the age,
income, and gender distribution of users. The data
is based on Statista's Global Consumer Survey.
Furthermore, we provide an overview of the
market structure presented in this report.

21
43% of eCommerce users in the US are under 35
years old
User demographics: eCommerce users in the U.S.

Users by gender Users by income

Medium income
34%

Low income
High income
35% 31%

48% Male
Female 52%
Users by age

26%
23%
20%
17%
14%

18-24 years 25-34 years 35-44 years 45-54 years 55-64 years

"Which of these items have you bought online in the past 12 months?"; Multi pick; n=4,120
22 Source: Statista Global Consumer Survey, as at August 2019
The highest share of eCommerce users in Germany is
between 45 and 54 years old
User demographics: eCommerce users in Germany

Users by gender Users by income

Medium income
34%

Low income
High income
35% 31%

Female 50% 50% Male Users by age

26%
22% 20%
20%

12%

18-24 years 25-34 years 35-44 years 45-54 years 55-64 years

"Which of these items have you bought online in the past 12 months?"; Multi pick; n=2,078
23 Source: Statista Global Consumer Survey, as at August 2019
Food & Personal Care revenue streams
Market structure: Food & Personal Care

Segment Sub-segments Out of scope

This segment includes the sale of medical, Delivery Services

pharmaceutical and cosmetic products via a digital Ready-to-eat meals provided by
channel (including the sale of prescription drugs), for services such as takeaway.com,
example via online pharmacies or via the online Domino’s or Grubhub
Personal Care shops of drugstores and other individual traders
(e.g. cvs.com, walmart.com). Alongside medicines, Baby Food
this market segment also includes cosmetic, cleaning
and care products as well as nutritional products. Milk powder, baby and toddler
food etc. is part of the Toys &
Food & Baby category
Personal Care Business-to-Business
This segment covers online sale of fresh and
packaged foods (excluding baby food), delicacies and The sale of food & personal care
beverages. Products include the sale of fruit, products, e.g. as part of an office
vegetables, pasta, snacks, sweets, refrigerated supply, is not included
products, frozen food, soft drinks and alcoholic
Food & Beverages drinks via a digital channel. The most significant Professional medical supply
channels for the online sale of food and beverages
Sales of medical devices for
are, at present, the online shops of large
professional use by doctors and
supermarkets and warehouse stores like
care personnel is not included
walmart.com, or subscription services such as
HelloFresh.

24
About the Statista Digital Market Outlook

80+ 150+ 8 30,000+

markets locations years (2017–2024) interactive statistics

The Digital Market Outlook presents up-to-date figures on markets of the

digital economy. The comparable key figures are based on extensive analyses
of relevant indicators from the areas of society, economy, and technology.
What is the size of the eCommerce fashion market in Spain?
How much is spent on social media advertising in India?

The answers to these and many more questions can be found in the Statista
Digital Market Outlook. It provides forecasts, detailed market insights, and key
indicators for the digital economy.

Seven digital verticals: eCommerce, Smart Home, Digital Media,

eServices, FinTech, Digital Advertising, eHealth

Direct access & downloads, fully integrated into the Statista database

Market insights, forecasts, and key performance indicators

Outlook reports with segment-specific topics (top companies, trends,

deep dives)

Find out more on www.statista.com/outlook/digital-markets

About the Statista Consumer Market Outlook

200+ 150 12 50,000+

markets locations years (2012–2023) interactive statistics

The Consumer Market Outlook presents the key performance Home &
Accessories
indicators sales, revenues, and prices of the most important Laundry Care
consumer markets worldwide. Our specialized analysts’ market
calculations are based on data from validated sources. Alcoholic Drinks Hot Drinks

Household
▪ Revenues, volume sales, prices, and forecasts Apparel
Appliances
▪ More than 200 product categories in up to 150 countries
Consumer Non-Alcoholic
▪ Covering the period 2012 to 2023 Electronics Drinks

Beauty & OTC

Personal Care Pharmaceuticals

Eyewear Luxury Goods

Tissue &
Food
Hygiene Paper

Tobacco
Footwear
Products

Furniture Toys & Hobby

Find out more on www.statista.com/outlook/consumer-markets

26
About the Statista Global Consumer Survey 2020

50+ 55 6,500+ 700,000+

topics & industries countries int. brands interviews
Marketing & Finance & insurance
The Statista Global Consumer Survey offers a global perspective
social media
on consumption and media usage, covering the offline and online
world of the consumer. It is designed to help marketers, planners,
and product managers understand consumer behavior and
consumer interactions with brands. eCommerce & Health
retail
▪ Cross-tabulation
▪ Customized target groups
Food & nutrition Housing & household
▪ Trend and country comparisons equipment
▪ Export in Excel (CSV) or PowerPoint format

Internet & devices Travel

Media & digital media Services & eServices

Mobility Characteristics &

demographics

Find out more on www.statista.com/customercloud/global-consumer-survey

27
About Statista Research & Analysis
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28
About the ecommerceDB
The toolbox for all eCommerce-relevant questions

ecommerceDB.com offers direct access to URL-related revenue

information together with forecasts, customizable top, country,
region and category rankings, KPI analyses, and extensive
eCommerce-relevant contact information to over 20,000 online
stores.

In-depth analysis for over 20,000 online store URLs

Adjustable top, category, country & region

rankings

Download shop profiles for seamless processing

CONTACT US
Direct contact to our eCommerce analysts TEL +49 40 28 48 41 409
E-MAIL [email protected]

Find out more on ecommercedb.com

30
About the ecommerceDB Country Reports
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For the first time, ecommerceDB publishes the ecommerceDB

Country Report series. The reports provide a comprehensive
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They are the perfect way to start your assessment and research and
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Author

Alexandra Rotar
Analyst Digital Markets

[email protected]

Alexandra Rotar graduated the master’s degree in Economics at the University

of Jena with the specialization area Innovation and Change. She gained a
comprehensive understanding of market structures and mechanisms from her
work in strategic marketing. At Statista she works on projects related to the
digital economy.

www.statista.com