Furniture and home improvement ecommerce can be uniquely rewarding—and uniquely challenging. Unlike other online shopping experiences, where consumers may be in and out within minutes, furniture shopping is a journey. Customers need inspiration and often require thoughtful guidance to make confident choices. But with the right approach to search, product bundling, and merchandising, you can create a seamless shopping journey that resonates and drives more conversions.
Here’s how to refine the online experience to meet your customers’ needs and boost your revenue.
Getting Inside the Mind of the Online Furniture Shopper
In the realm of furniture e-commerce, shoppers often arrive with a clear vision—whether it’s a general idea like “something cozy for the living room” or a specific item such as a “mid-century modern coffee table.” Notably, 43% of e-commerce site visitors immediately use the site’s search function upon arrival. Moreover, 80% of online shoppers rely on the search bar as their primary means of finding products on an e-commerce site. Which means: if your search functionality isn’t optimized, you risk losing these potential buyers before they even begin to browse.
Start by tuning your search capabilities to understand the nuances of furniture shoppers’ language. For instance, rather than just relying on technical terms, recognize lifestyle-oriented keywords like “minimalist” or “compact,” as well as descriptive phrases that may speak to aesthetics, like “natural wood” or “cozy feel.” The more accurately your search tool aligns with what your customers are seeking, the easier it becomes to guide them toward products that match their vision. For example, by using Natural Language Processing (NLP) Product Discovery, Searchspring extracts these types of phrases from product descriptions to make those key phrases more easily searchable.
Implement search synonyms and related terms so customers who search for “sofa” will still see results labeled as “couches.” This step alone can reduce search abandonment and keep customers exploring the site.
Boosting AOV with Smart Product Bundling and Complete-the-Look Options
Furniture shoppers often spend more time considering their options, as these purchases are usually investments that will last for years. But once they’ve chosen a main item, they’re often looking for ways to complete the setup—and that’s where strategic bundling can make a difference.
Imagine a shopper finds the perfect sectional sofa. They may also need matching pillows, a rug, or a coffee table, but the friction of searching for each of these items individually could lead to cart abandonment. By offering “complete-the-look” bundles or suggesting complementary items as add-ons, you’re creating a more convenient and inspiring shopping experience while increasing average order value (AOV). Searchspring offers a cutting-edge recommendations engine that enables shoppers to buy portions of matching sets, while prompting them to upgrade to a full collection as a bundle, for example.
Real-World Example: Retailers who present “shop the look” sections, where customers can buy entire setups, see higher engagement and conversions. This is particularly effective in the home category, where items that might seem unrelated in a warehouse setting come together to form a cohesive design when displayed as part of a complete room.
Use high-quality lifestyle images for bundled products to inspire customers and give them a sense of how different items work together. Visuals that connect to a shopper’s desired style make the experience feel more personal and engaging.
Dynamic Merchandising That Feels Fresh and Relevant
Effective merchandising is key to keeping your online store looking fresh and enticing. For furniture sites, this goes beyond simply listing products. Dynamic merchandising involves creating curated collections that align with current trends, seasons, or even household needs. By rotating these collections, you keep your site looking current and engaging for repeat visitors.
For example, a furniture store could feature a “Fall Living Room Update” section to promote warm colors and textures during the autumn season. Alternatively, a “Space Savers for Small Apartments” collection speaks directly to shoppers looking to maximize space, presenting them with solutions tailored to their lifestyle. The store could even create a custom landing page specifically designed for one of these collections to showcase a highlighted collection.
Practical Advice: Experiment with theme-based categories, like “Urban Living” or “Sustainable Style,” to bring out specific product characteristics. If you see an uptick in certain product searches during a particular season or after launching a collection, consider using this insight to refresh collections regularly and keep content aligned with customer interests.
Sites that use seasonally themed or curated collections often see higher session durations, as customers spend more time browsing updated sections. Longer session times translate into more opportunities for engagement and increased chances of conversion.
Personalization That Goes Beyond Search
As shoppers browse, they’re constantly building their own unique journey through your site. Personalization tools help guide them along that path by showing relevant recommendations, reminding them of recently viewed items, or suggesting products based on their browsing history. In a sector like furniture, where purchases tend to be high-consideration, personalization builds a sense of familiarity and helps customers feel more connected to their shopping experience.
Imagine a customer has spent time viewing several “Scandinavian-style” items. When they return to your site, the most relevant items could automatically appear, whether they’re accent chairs or wall decor that match that style. Personalization can even be applied during checkout by recommending related products, such as suggesting matching pillows or lighting fixtures when a customer is about to purchase a sofa.
Create a “Recently Viewed,” “More Like This,” or “Items You Might Like” section on the homepage to keep potential purchases visible. These small touches can have a large impact on returning customers who need a gentle nudge to complete their purchase.
Crafting a Complete Shopping Experience
The furniture ecommerce world is shifting toward experiences that emulate the feel of a physical showroom. Shoppers are no longer interested in simply scrolling through endless lists of products. They want context, inspiration, and a sense of what these items will look like in their own spaces. Smart search, thoughtful bundling, and dynamic merchandising strategies can help provide that experience.
Ultimately, the goal is to make furniture shopping feel less like browsing an inventory list and more like visualizing the perfect living space. This requires a combination of technology and an understanding of customer psychology—but the payoff is worth it. A seamless, inspiring shopping journey encourages customers to explore, engage, and purchase, resulting in a better experience for them and better results for you.
By investing in these strategies and regularly fine-tuning your approach, you’re not just increasing conversion rates and AOV. You’re building a brand that understands what online furniture shopping should feel like: personal, inspiring, and satisfying from start to finish.
