Technology has transformed nearly every industry, and the furniture market is no exception, writes Deirdre Mc Gettrick, the founder and CEO of home furniture search and comparison website, ufurnish.com …
From ecommerce platforms to virtual reality (VR), artificial intelligence (AI) and sustainable innovations, technology has significantly influenced how consumers buy and how retailers market furniture.
As the founder of a leading furniture technology company, I’m obsessed with technology and innovation – so when Furniture News asked me to discuss the various ways technology is reshaping the furniture industry, and the strategies businesses must adopt to stay competitive, I couldn’t say no …
1. Ecommerce and online marketplaces
One of the most significant changes in the furniture industry is the rise of ecommerce. Traditionally, consumers would visit brick-and-mortar stores to test and purchase furniture. However, with online search platforms like ufurnish.com and ecommerce retailers such as Amazon, Wayfair and thousands more, consumers can browse and buy furniture from the comfort of their homes. It’s estimated that c.90% of consumers now start their furniture buying journey online!
Ecommerce boasts several advantages in making furniture sales:
Convenience: Shoppers can access a vast range of products without visiting physical stores.
Greater variety: Online stores offer more designs, styles and options than most showrooms can and do. In many ways, they deliver a more bespoke shopping experience.
Stock availability and price comparisons: Customers can now easily find stock availability, delivery details and compare prices across different retailers. Platforms like ufurnish.com help consumers with their research journey and drive informed buying decisions in a much more efficient way.
Customer reviews: Consumers rely on feedback from previous customers to make informed decisions. Access to verified reviews from platforms like Trustpilot and Feefo give consumers a much clearer picture of their purchasing options.
2. Augmented Reality (AR) and Virtual Reality (VR)
AR and VR are changing how consumers visualise furniture before purchasing. Brands like IKEA have developed AR apps that allow customers to see how a piece of furniture would look in their space before making a purchase – this technology is still in its developmental phase, but we have seen vast improvements over the past five years. Covid definitely accelerated the need for this.
There are various benefits to offering furniture buyers AR and VR experiences:
Enhanced shopping experience: Consumers can place virtual furniture in their rooms, reducing uncertainty and increasing their confidence level to move forward with a purchase, which nis particularly important for high-ticket-price items like sofas.
Fewer returns: Since consumers can visualise the furniture in their home setting, they make better decisions, leading to fewer product returns.
Personalised recommendations: Some AR tools suggest furniture based on room dimensions and decor preferences. In a parallel to furniture, Dulux has done an excellent job with paint choices through their virtual colour matcher. It’s a free-to-use tool on the Dulux website that gives consumers confidence when picking colour schemes for their room.
3. Artificial Intelligence (AI) and Machine Learning
AI is revolutionising the furniture industry by improving customer service, streamlining operations, and offering personalised recommendations. ufurnish.com is heavily invested in AI as a way of driving consumer shopping experiences, and its capability is remarkable.
Here are just some of the applications of AI in furniture sales:
Image recognition: AI has the ability to take an image of any home interior and match shoppable products to it. ufurnish.com has developed this technology, and it now means that consumers can engage home interiors images wherever they are online, and discover where they can buy the products in real time.
Image search: Searching for furniture is hard for consumers. Sometimes they see a piece of furniture in a hotel or restaurant and take a photo of it. Through platforms like ufurnish.com, consumers can now take those furniture photos and search across the market to find who is selling the furniture piece within seconds. It’s a complete paradigm shift in furniture search.
Chatbots and virtual assistants: AI-powered chatbots provide instant assistance, answering queries and guiding buyers. Highly informative results can be delivered in seconds for consumers.
Personalised recommendations: AI analyses user behaviour and purchase history to suggest furniture that matches their taste. This is becoming ever more prevalent in ecommerce as data management capabilities grow through CRM systems like Ometria or Klaviyo, coupled with sophisticated data tools like LiveRamp. I’m seeing developments in this area come primarily from larger retailers with more established data teams, but the ease of implementation and use of these tools is making them far more accessible to smaller retailers.
Predictive analytics: AI helps retailers forecast demand, optimise inventory, and reduce overstocking. Tools like Netstock are leading the way in this area for retailers.
Automated pricing strategies: Dynamic pricing models adjust furniture prices based on demand and competition. This has long been a strategy of ecommerce retailers like Amazon, but AI development has enabled more mainstream access. Yieldigo is one emerging AI-powered pricing tool that is growing in the retail market.
4. Sustainability and smart furniture
With growing environmental concerns, technology is helping businesses adopt sustainable practices. Smart furniture, made with eco-friendly materials and integrated with technology, is gaining popularity. Some may argue that furniture has been a laggard in this area, but I’m seeing real advancements come through from certain retail partners listed on ufurnish.com.
Here are just some of the sustainable innovations in the furniture industry:
Eco-friendly materials: Companies use recycled wood, bamboo, and biodegradable fabrics.
Energy-efficient manufacturing: Factories employ AI and automation to minimise waste and reduce carbon footprints. They leverage this to drive efficiency, which not only drives sustainability but also can help reduce the cost of manufacturing.
Smart furniture: Innovations like app-controlled lighting, temperature-regulating beds, and ergonomic office chairs enhance functionality. There’s a lot happening in this space, with the industry striving for smart/practical solutions.
5. Social media and digital marketing
Social media platforms have changed the way furniture is marketed. Brands leverage Instagram, Pinterest, TikTok and Facebook to showcase their products and engage with customers.
There’s a big emphasis on video content across social media and digital marketing. Meta is driving brands to either focus on people or products at the heart of video-based ads, as their algorithm optimises towards content that people engage with, no matter whether it is paid or not.
Digital marketing strategies for furniture sellers include:
Influencer collaborations: Working with influencers and interior designers to promote furniture. It’s all about furniture aligning to consumer lifestyle choices and trends.
Visual content: High-quality images, videos, and 360° views enhance online engagement, with either people or products at the heart of content/ads.
Targeted advertising: AI-driven advertisements reach specific demographics based on browsing behaviour. Algorithmic overlays are what drive targeted advertising engines – it’s all about the signals retailers want their digital ads to optimise against (for example, purchase event, more website visits, consumers spending more time on their website, lookalike audiences, etc).
User-generated content (UGC): Encouraging customers to share photos of their furniture set-ups increases brand credibility. Authenticity has never been more important in digital commerce – Covid drove a rise in spurious content creation, and recent generative AI trends have further grown scepticism among consumers. Real-life UGC, combined with strong online reviews, builds consumer trust.
6. Supply chain and logistics innovations
Technology is optimising furniture logistics, making deliveries faster and more efficient. Combined with sustainability initiatives, I’m definitely seeing companies invest in smarter, long-term solutions that are giving them a competitive advantage. Innovations in furniture logistics include:
Real-time tracking: GPS-enabled tracking systems help customers monitor their orders.
Automated warehouses: Robotics and AI optimise inventory management.
Same-day delivery: Companies like Amazon are pushing faster delivery options for furniture, and consolidated logistic solutions for smaller retailers are helping them compete.
Blockchain technology: Ensures transparency and traceability in furniture supply chains.
The furniture industry has come a very long way in a short space of time, with the rate of technological change and innovation accelerating YoY.
Whilst retailers might be laser focused on short-term revenue goals, my advice would be to zoom out and look at the bigger picture. The companies that are embracing innovation and long-term vision are the ones that are succeeding – so lean in, and keep an open mind to your options.
The ufurnish.com Home Awards 2025 are now open for voting, and furniture brands can access cost-effective opportunities to reach relevant consumers – click here to find out more. This article was published in April's Furniture News.
