But first we will take an in-depth look at how the furniture market is growing in 2024<\/b> to see where this trajectory is heading.<\/p>\nMarket Growth in 2024: interpreting the trends and numbers<\/h2>\n
Australia\u2019s furniture and homeware e-commerce market held up well in 2024, despite a rise in the cost of living.<\/a><\/p>\n The numbers are clear \u2013 there is an upward trend, thanks to shifting consumer habits and new retail strategies. So what\u2019s driving this trend, and what does it mean for the ecommerce brands in the category?<\/p>\n Why?<\/b><\/p>\n What can you do?<\/b><\/p>\n The takeaway? This growth trend signals that ecommerce isn\u2019t slowing down.<\/p>\n Mobile now makes up 75% of all traffic<\/b> in the category – not a number you can shrug off. Mobile should be a top priority. And this clearly isn\u2019t happening.<\/p>\n Desktop users show higher engagement levels across all the main metrics. Mobile underperforms on bounce rates<\/a>, pages per visit, and visit durations<\/a>.<\/p>\n The key takeaway? Brands must prioritize mobile performance metrics and experience<\/b>. Are users dropping off? What quick wins can improve engagement?<\/p>\n Ignoring mobile-first design is like having a hole in your bucket.<\/p>\n Australia\u2019s furniture and homeware ecommerce space is led by some familiar names \u2013 but new competitors are shaking things up.<\/p>\n Here\u2019s how IKEA<\/b> and Temple & Webster<\/b> continue to hold their ground and why designer brands<\/b> are carving out a new path.<\/p>\n Together, IKEA<\/b> and Temple & Webster<\/b> pull in over 35%<\/b> of the category\u2019s traffic. But their strategies couldn\u2019t be more different.<\/p>\n Key findings:<\/p>\n What\u2019s the lesson for you?<\/b> Balancing the organic strength IKEA enjoys with the paid visibility that Temple & Webster leverages could be the secret to long-term success.<\/p>\n IKEA and Temple & Webster dominate. However, higher-end furniture stores like Lounge Lover, Nick Scali, and Castlery<\/b> are experiencing significant online growth, outpacing traditional retailers such as Fantastic Furniture and Amart.<\/p>\n Designer furniture stores saw a 17% growth in traffic, surpassing the category average. This indicates a growing interest in this segment.<\/p>\n What\u2019s the opportunity here?<\/b> For brand managers, it\u2019s clear: consumers are splashing out on premium, design-focused furniture products. Find the keywords they are using to find them.<\/p>\n If you\u2019re in ecommerce, then you\u2019ve got to know where your traffic is coming from \u2013 and how to make the most of it.<\/p>\n Here\u2019s the deal: 43% of all traffic<\/b> comes from organic search<\/b>. That\u2019s huge. It means consumers are actively searching for specific products, and they\u2019re more likely to land on brands that are ranking high.<\/p>\n What does this mean?<\/b><\/p>\n It\u2019s simple: you need a strong SEO strategy<\/b>. Optimize your content for relevant product keywords to stay visible and competitive. And find new ones for products people are searching out.<\/p>\n Best of all, more organic traffic to big-ticket items means more for your bottom line.<\/p>\n The big win<\/b>: Focus on improving your organic rankings. Find newer and less competitive keywords. Lower your customer acquisition costs while driving steady, long-term traffic.<\/p>\n Right now, paid search<\/b> makes up 16.8%<\/b> of traffic in the furniture and homeware space, but it\u2019s growing fast \u2013 7% YoY<\/b>.<\/p>\n Around 40% of traffic to keywords like \u2018sofa bed\u2019, \u2018bedside table\u2019 and \u2018coffee table\u2019 comes from PPC.<\/p>\n Brands that are investing in PPC are seeing big wins. Temple & Webster<\/b> is taking more than 30%<\/b> of paid search traffic. While Kingliving<\/b>, with a 147% increase, has clearly just switched to paid.<\/p>\n What should you do?<\/b><\/p>\n The last word: paid search is a smart way to capture high buying intent traffic quickly in a competitive marketplace.<\/p>\n Understanding how shoppers behave is key. So far, we know consumers are focused \u2013 on specific products and seasonal needs.<\/p>\n In 2024, online searches were laser-focused. Shoppers are searching for specific items like “sofa bed,” “coffee table,\u201d and “sofa\u201d<\/b>. Branded organic search is a competitive area for the top brands.<\/p>\n What does this mean for your strategy?<\/b><\/p>\n For brand managers, this shift from browsing to buying means a targeted approach based on actual products.<\/p>\n SEO<\/b> and paid search<\/b> strategies should not only prioritize the items consumers are actively searching out. They should think about why they\u2019re buying them and who they are.<\/p>\n Seasonal behavior plays a big role, especially when it comes to products like bed frames<\/b>, mattresses<\/b>, and bedding<\/b>, which see a major spike every January.<\/p>\n Why? Consumers are upgrading their homes after the holidays, and New Year promotions give them that extra nudge.<\/p>\n What does this mean for your strategy?<\/b><\/p>\n For brand managers, this shift from browsing to buying means a targeted approach based on actual products.<\/p>\n SEO<\/b> and paid search<\/b> strategies should not only prioritize the items consumers are actively searching out. They should think about why they\u2019re buying them and who they are.<\/p>\n Seasonal behavior plays a big role, especially when it comes to products like bed frames<\/b>, mattresses<\/b>, and bedding<\/b>, which see a major spike every January. Why? Consumers are upgrading their homes after the holidays, and New Year promotions give them that extra nudge.<\/p>\n What should you do?<\/b><\/p>\n For brand managers<\/b>, understanding past search patterns can help you predict these spikes. So you\u2019re ready with the right inventory and marketing when demand peaks.<\/p>\n One of the highlight trends from this report is the use of mobile in the home and furniture category. While this follows a global trend, Australia appears to be slightly ahead of the curve in terms of mobile usage.<\/p>\n Here we can compare Australia with the US, UK, and Global.<\/p>\n As the Australian furniture and homeware ecommerce market continues to grow, the question for retailers is simple: how do you keep up?<\/p>\n The landscape is changing \u2013 fast. There\u2019s the rise of high-end retailers and PPC. And if you want to stay competitive, you need to adapt just as quickly.<\/p>\n Here\u2019s what to focus on:<\/b><\/p>\n With 75% of traffic<\/b> coming from mobile, it\u2019s clear that mobile optimization isn\u2019t just a priority \u2013 it\u2019s a necessity. If your mobile experience isn\u2019t fast, smooth, and user-friendly, you had better be fixing it right now.<\/p>\n Both organic<\/b> and paid search<\/b> will be key drivers of success moving forward.<\/p>\n Consumer behavior is evolving, with a shift towards product-specific searches<\/b> and strong seasonal trends<\/b>. Make sure your marketing efforts are in sync with what your audience is looking for \u2013 and when they\u2019re looking for it.<\/p>\n Seasonal spikes, like the January surge<\/b> in demand for bedding and mattresses, offer golden opportunities to reach consumers when they\u2019re ready to buy.<\/p>\n Retailers who stay flexible and focused will be the ones who capture the most market share in 2025.<\/p>\n By staying attuned to consumer behavior \u2013 such as the shift toward product-specific searches and seasonal demand \u2013 retailers can fine-tune their marketing efforts to meet customer needs and drive sustained growth in 2025 and beyond.<\/p>\n Whether you’re in the pet health industry or competing in another category, Similarweb Shopper Intelligence is your ultimate solution for Amazon Intelligence and the go-to tool for Amazon sellers<\/a>.<\/p>\n Plus, you can dive deeper with unique cross-shopping and loyalty insights to understand viewership overlap, evaluate your share of wallet, and balance acquisition and retention efforts.<\/p>\n Ready to take your Amazon sales to the next level? Book a meeting with one of our Amazon experts today to see how Similarweb Shopper Intelligence can help you stay ahead of the competition.<\/b><\/p>\n 5.45% growth: what strategy should you use?<\/h3>\n
![\"Total](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/Screenshot-2024-10-24-at-12.47.01.png\")
\nTraffic in the furniture and homeware e-commerce space grew by >5.45% (YoY) <\/b>year-over-year (YoY)\u00a0<\/b>from January to July 2024.<\/p>\n![\"furniture](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/keywords-1.png\")
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Mobile dominance: a mandate for every brand<\/h3>\n
\n![\"mobile](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/Screenshot-2024-10-24-at-12.57.14.png\")
\nBrands need to get out of the mindset that mobile is just for browsing. If you’re a brand manager, you must focus on the mobile experience and make it easy to buy.<\/b><\/p>\n![\"Monthly](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/Monthly-visits-1.png\")
<\/p>\nWhat should you be focusing on?<\/h4>\n
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Leading brands: IKEA, Temple & Webster, and the rise of designer furniture<\/h2>\n
IKEA\u2019s organic power vs. Temple & Webster\u2019s PPC playbook<\/h3>\n
![\"Brand](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/Screenshot-2024-10-24-at-13.11.06.png\")
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![\"Furniture](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/Screenshot-2024-10-24-at-13.15.05.png\")
<\/p>\nDesigner furniture: a fast-growing challenger<\/h3>\n
![\"designer](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/Designer.png\")
<\/p>\nTraffic sources and consumer discovery: what every store should prioritize<\/h2>\n
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Organic search: 43% of total traffic<\/h3>\n
![\"traffic](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/Screenshot-2024-10-29-at-14.59.39.png\")
<\/p>\nPaid search: small but crucial (and growing)<\/h3>\n
![\"paid](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/paid-search-performance.png\")
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Consumer behavior insights: what the data is really telling us<\/h2>\n
Consumers are looking for specific products, not just browsing<\/h3>\n
![\"product](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/product-and-brand-keywords.png\")
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Seasonal trends are driving demand<\/h3>\n
![\"bed](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/10\/Screenshot-2024-10-29-at-15.26.40.png\")
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Seasonal trends are driving demand<\/h2>\n
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Where do these trends fit from a global perspective?<\/h2>\n
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Looking ahead: managing growth in a shifting market<\/h2>\n
1. Mobile is king, so treat it like one<\/h3>\n
2. SEO and paid search: your twin engines of growth<\/h3>\n
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3. Keep your finger on the pulse of consumer behavior<\/h3>\n
Looking forward: get ready to win in 2025<\/h3>\n
Grow your Amazon sales with Similarweb<\/h2>\n
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