How To Sell Furniture Online (2024)

Remember when buying furniture meant spending an entire day visiting showrooms, sitting on countless sofas and testing out every chair? Well, those days are changing. 

In today's digital age, more people are turning to the internet to find the perfect pieces for their homes. If you're looking to tap into this online market, you're in the right place. 

This guide will cover everything you need to know about selling furniture online; from setting up a website and building a brand to sourcing products and marketing them. By the end, you'll know exactly how to start your own successful online furniture business. 

Table of Contents

• Selling Furniture in 2024: The Market
• Choosing Your Product Focus and Business Model
• How to Set Up an Online Furniture Business
  • 1. Create Your Brand Identity
  • 2. Decide Your Sourcing Strategy
  • 3. Build Your Online Store
  • 4. Optimise Product Listings
  • 5. Develop a Marketing Strategy
  • 6. Explore Multichannel Sales Options
  • 7. Implement Analytics
  • 8. Optimise for Mobile Shoppers
  • 9. Legal Considerations and Licences
• Why Choose ShopWired for Your Furniture Business?
• Conclusion: Is Selling Furniture Online Worth It?
• FAQ: Starting an Online Furniture Business

Selling Furniture in 2024: The Market

The furniture ecommerce market made a staggering $256.4 billion revenue in 2023. By 2029, it's estimated to rise to $436 billion. This makes right now the perfect time to start an online furniture store. 

Ecommerce Furniture Market 2023-2029

Source: Statista

With such impressive market growth, there’s a wealth of opportunities to be had. Let's take a closer look at some of the key considerations when setting up a furniture business. 

Choosing Your Product Focus and Business Model

Before setting up your online furniture store, you'll need to decide which furniture items to sell and how to source them. These early decisions will shape your business, influencing everything from branding to daily operations. 

Type of furniture 

There are a range of furniture items you could choose to sell. These include: 

• Home furniture (sofas, dining sets and beds).
• Office furniture (desks, computer chairs and units)
• Outdoor furniture (garden seating, patio sets and outdoor sofas)
• Niche items (hand crafted furniture, modular furniture and eco-friendly furniture). 

You may decide to niche down and build a brand around a particular type of furniture. On the other hand, you may prefer to offer a wider range of furniture items. 

Business models for furniture selling

Your business model will shape how you source your products, manage daily operations and develop your brand. Each model comes with its own set of advantages and challenges, so understanding them is key for making the right choice based on your goals and resources.

Here's an overview of the main business models for selling furniture:

1. Dropshipping 

Dropshipping is where items purchased through your store are sent directly to the customer by the manufacturer or supplier. Once a customer orders the item on your website, the order is automatically processed and dispatched. 

The dropshipping model is popular due to its low entry costs and simplicity. You can sell practically any piece of furniture without needing to buy and store physical stock upfront or handle shipping. As long as your dropshipping supplier lists it, you can sell it; they will send it. 

Dropshipping overcomes two of the biggest obstacles of starting a furniture selling business: 

1. Needing to purchase furniture items up front, which requires significant investment.

2. Needing a large space to store the items. 

By bypassing these issues, dropshipping gives those with limited startup funds and storage space a way to enter the market. Of course, profit margins are lower once the supplier has taken their cut, but the lack of startup costs makes dropshipping more accessible. 

2. Manufacturing and Selling Your Own Furniture

Manufacturing your own furniture gives you complete control over product design, quality, branding and shipping. Whether you’re crafting artistic wonders by hand or overseeing a larger-scale production, selling your own creations lets you carve out your own niche within the industry. 

Here are some of the benefits of manufacturing your own furniture items to sell: 

• Creative freedom: Designing and producing your own furniture gives your business creative freedom to stand out in the marketplace.
  
  
• Higher profit margins: Unlike dropshipping or wholesale models, manufacturing your own items typically allows for higher profit margins since you aren’t giving a large portion of your profits to another supplier.
  
  
• Unique items: Manufacturing your own items means you can offer unique products that can't be bought anywhere else.
  
  
• Quality control and shipping: By managing production, you can ensure each piece meets your standards for quality and craftsmanship. You can also ensure orders are dispatched reliably and on time. 

Whilst the rewards can be significant, going down the manufacturing route requires considerable investment in time, materials and logistics. You’ll need to source reliable materials, manage production schedules and ensure quality control. If done well, though, manufacturing your own furniture can be a profitable way to sell furniture online. 

3. Stocking and Selling Furniture from Other Suppliers 

Stocking and selling furniture sourced from other suppliers means purchasing inventory in bulk and storing it until it’s sold. Essentially, once an item has been sold on your website, you only need to pack and ship the item to fulfill the order. 

There are a range of benefits to this model: 

• Quality control: By holding inventory yourself, you have the opportunity to check each item for quality before it reaches the customer. This can help you maintain customer satisfaction rates and reduce return rates.
  
  
• Faster delivery times: With inventory readily available, you can ship products as soon as they're ordered for efficiency. This offers a competitive edge over dropshipping where you have to rely on your supplier, often basedin other parts of the world.
  
  
• Improved profit margins: Purchasing in bulk often allows you to negotiate better pricing from suppliers, which means  higher margins on individual sales.
  
  
• Consistent brand experience: Stocking your own selection lets you curate a cohesive product range that reflects your brand’s style and values. This can help you build a recognisable brand identity. 

Stocking and reselling furniture from other suppliers can see you reap the rewards when done right, but there are some challenges. The main challenge is that it requires considerable upfront investment for purchasing stock and maintaining storage facilities. These costs will likely be considerable due to the price and size of furniture. But with careful planning and the right partnerships, this model can be a profitable and rewarding way to establish your online furniture business.

4. White Labelling 

White labelling is an appealing option for entrepreneurs who want to build a unique brand without the heavy investment, time and resources needed for manufacturing. This model allows you to source unbranded furniture from manufacturers and sell it under your own brand name, giving you the chance to create a distinctive brand identity while bypassing the complexities of other models. Some white label suppliers will require you to purchase stock upfront, whilst others will ship directly to the customer for you. 

To succeed with white labelling, it’s essential to build strong relationships with reliable suppliers. Choose suppliers who can consistently deliver high-quality products, as the reputation of your brand will depend on the quality of these items. Invest in unique packaging and branding strategies that set your products apart from competitors. For instance, branded tags, custom packaging and thoughtful product presentation can make a big difference in how customers perceive your brand.

In a competitive market, effective branding is key to standing out. White labelling allows you to focus more on marketing and customer experience rather than the logistics of designing and producing your own furniture items. 

5. Selling Second-Hand or Vintage Furniture

The second-hand and vintage furniture market has boomed in popularity in recent years. By offering unique, one-of-a-kind items that stand out from mass-produced furniture, you can tap into a growing demand for sustainable and eco-friendly shopping options. Sourcing items from auctions, thrift stores, estate sales, or private sellers means you can provide customers with distinctive pieces that are hard to find elsewhere.

While sourcing quality vintage furniture requires time and effort, the rewards can be substantial. Pieces with history or character often attract attention from those that value authenticity and craftsmanship. Many customers are willing to pay a premium for unique items they won’t find anywhere else, making this model financially viable as well as creatively fulfilling.

Some key considerations for selling second-hand or vintage furniture include:

Quality inspection: Carefully inspect each item for any damage, wear or potential issues. Ensuring quality helps maintain customer satisfaction and reduces the potential for returns.

Restoration and cleaning: In some cases, you may need to restore or refresh items. Simple repairs, cleaning or refinishing can increase the value of a piece while making it more appealing to buyers.

Accurate descriptions: Be transparent about the condition of each piece, including any imperfections or signs of wear. Clear descriptions build trust and help manage customer expectations.

Storytelling: Vintage items often come with a story or history. Including background details can enhance the appeal and make the shopping experience more engaging for customers.

Selling second-hand and vintage furniture allows you to position your brand as a sustainable, character-rich alternative in the market for customers who appreciate the charm of timeless, well-crafted furniture with a story.

How to Set Up an Online Furniture Business

1. Create Your Brand Identity

To stand out in the furniture market you’ll need to build a brand that stands out above the competition. Here are some things to consider.

• Consider your brand personality: Decide how you want to be perceived. Should your brand feel modern and minimalist? Warm and sustainable? Your brand’s personality should resonate with your target audience, so keep them in mind.
  
  
• Choose a name and design a logo: Your name and logo should be memorable and reflect your brand’s overall character.
  
  
• Develop your brand story: A compelling brand story helps humanise your business and connect you with your customers . Share your background, why you entered the furniture business, what values you stand for and what makes your brand unique.
  
  
• Establish your visual identity: Beyond the logo, think about your colour scheme, typography and overall aesthetic. Keep these consistent between your website, socials and marketing content. 

Building a strong brand is essential for gaining customer trust and loyalty. Take time to carefully craft your brand identity—it will be important to your success. 

2. Decide Your Sourcing Strategy

Once your brand has been established, the next step is choosing how you’ll source your furniture. This decision will depend largely on the business model you have chosen.

• Evaluate your options: Whether you’re dropshipping, storing inventory, white labelling or manufacturing,do your research and evaluate all options before deciding how you will source items.
  
  
• Supplier relationships: Building strong relationships with suppliers is essential for consistent product quality and reliable delivery. Don't be afraid to negotiate for better prices when purchasing large amounts or repeat orders.
  
  
• Quality assurance: Implement processes to ensure that your products meet customer expectations, reinforcing trust and satisfaction.

Understanding and developing your sourcing strategy sets a solid foundation for your business, impacting everything from logistics to brand perception. 

3. Build Your Online Store

Selecting the right ecommerce platform is essential for the success of your online furniture business. Your website is the the foundation of your operations, so it’s important to choose a t platform hat suits your business needs, budget and technical abilities. 

• Evaluate your needs: Think about the features your store will require, including ecommerce features, design options, integration with payment processors, inventory management, marketing tools and more.
  
  
• Research ecommerce platforms: There are numerous platforms available, each with pros and cons. ShopWired stands out as a perfect choice for furniture sellers. This dedicated ecommerce platform provides all the tools you need to create a professional, secure and reliable online store tailored to your brand.
  
  
• Design your website: Once you’ve chosen your platform, focus on building a clean, user-friendly design that aligns with your brand. Ensure easy navigation with well-organised product categories, detailed descriptions, high-quality images and clear calls to action. A platform like ShopWired makes design easy with over 40 template themes to choose from; all optimised for desktop and mobile to give shoppers a seamless experience.
  
  
• Set up payment processing: Choose trusted payment processors that supports seamless, secure transactions to make checkout easy and trustworthy for customers. 

4. Optimise Product Listings

Once your products are on the website, you need to give them every chance to be discovered by potential customers. Most shoppers start their search with search engines, so ensuring your products rank well is essential for driving organic traffic. This is where SEO comes into play.

• Focus on long-tail keywords: Use specific phrases that better capture user intent and can target niche search queries. For example, instead of aiming for the broad keyword “dining table,” a long-tail version might be “solid oak dining table” or “solid oak extendable dining table.” These keywords can connect you with potential customers searching for precise products and often present less competition, making it easier to rank. Long-tail keywords also align more closely with what motivated buyers type into search engines, helping attract traffic more likely to convert.
  
  
• Craft unique, detailed descriptions: Your product descriptions should be detailed, highlighting essential features, benefits and specifications to give potential buyers all the information they need. Make sure each description is unique, especially if you’re dropshipping or selling items that other stores offer. Avoid copying supplier descriptions—original content helps differentiate your brand and improves SEO. Naturally weave your keywords into your description to improve search visibility.
  
  
• Optimise images: Use high-quality, clear images that show your furniture from multiple angles and in context, such as styled in a room setting. Buying furniture online doesn't afford the same up-close experience as shopping in a physical store, which makes it's more important to showcase your items in fine detail. Enable image zooming and add videos to take your visuals up a level.
  
  
• Leverage customer reviews: Actively encourage customers to leave reviews. These reviews create fresh, user-generated content that helps search engines see your page as current and relevant. Positive feedback also adds credibility, building trust with potential customers and supporting your SEO efforts.
  

5. Develop a Marketing Strategy

Marketing your online furniture business is essential for attracting customers and retaining them. 

Here are some key marketing strategies to focus on:

• Content marketing: Create valuable and informative content, such as blog posts, styling tips and product guides. Highlight trends and design inspiration to establish your brand as an industry expert. Ensure all content is SEO-optimised for better search visibility.
  
  
• Social media marketing: Engage your audience through platforms like Instagram, Pinterest and Facebook. Showcase high-quality images of your furniture in different settings and create shareable content. Use platforms that allow visual storytelling to highlight your products' aesthetics and functionality.
  
  
• Email marketing: Develop an email list by offering exclusive content, discounts or early access to new collections. Personalise emails to keep your audience engaged and informed about product launches and promotions.
  
  
• Influencer partnerships: Collaborating with home decor and interior design influencers is a great strategy in 2024. Gaining endorsementsfrom influencers on platforms like TikTok and Instagram can help propel your brand awareness to the next level.
  
  
• Paid advertising: Use targeted ads on platforms like Google Ads and social media networks to guarantee your products are seen. Invest in high-quality ads to entice clicks when users see them. 

Building a strong online presence takes consistent effort. Authenticity, providing value, and strategic content are key to nurturing customer relationships and promoting brand loyalty. Tailor your marketing plan to emphasise your brand’s unique strengths and offerings.

6. Explore Multichannel Sales Options

Expanding your online furniture business across multiple sales channels can greatly increase your visibility and sales. Multichannel sales mean selling your products not just through your main ecommerce site, but also across various platforms:

• Marketplaces: Selling on popular platforms like eBay and Amazon can put your products in front of more potential customers. ShopWired integrates with these marketplaces, allowing you to manage all channels from one centralised dashboard.
  
  
• Social commerce: Platforms like Instagram and Facebook offer shopping features that let customers discover and purchase products directly. Integrating your store with social media can help attract customers from your social accounts.
  
  When adopting a multichannel approach, keep branding and product details consistent to build trust and provide a seamless shopping experience across all platforms. Selling across multiple channels diversifies your revenue streams and broadens your audience, helping grow your online furniture business.

7. Implement Analytics

To measure the success of your online furniture store and make informed choices, implementing analytics is crucial. Analytics tools provide insights into website traffic, customer behaviour and sales trends, guiding strategic decisions to ensure your time and efforts aren't wasted. 

• Set up ecommerce tracking: Use platforms like Google Analytics to track sales data, conversion rates and product performance.
  
  
• Monitor customer behaviour: Understand how customers navigate your site, identify popular pages and pinpoint areas where you lose potential buyers.
  
  
• Track marketing campaigns: Evaluate click-through rates and conversions from your marketing channels to optimise future campaigns.
  
  
• Understand your audience: Gather demographic data like age, location and interests to fine-tune your marketing and product offerings.
  
  
• Make data-driven decisions: Use collected data to refine product selection, pricing and marketing tactics.

Analytics isn’t just about collecting data—it’s about using it to enhance your strategy and create a better shopping experience. Focus on key metrics and review data regularly to adapt to trends and new opportunities.

8. Optimise for Mobile Shoppers

Mobile shopping continues to grow, making it paramount that your store is optimised for mobile. 

• Responsive design: Ensure your website automatically adjusts to any screen size for a seamless user experience. ShopWired themes are designed to be responsive.
  
  
• Fast loading times: Use a tool like PageSpeed insights to understand your site's performance. Keeping your loading speed fast will help reduce bounce rates.
  
  
• Easy navigation: Create intuitive navigation with accessible menus, search functionality and filters to help customers find products quickly.
  
  
• Mobile payment options: Offer mobile-friendly payment methods and streamline checkout to make future purchases faster and easier.
  
  
• Test and iterate: Regularly test your site’s performance with tools like PageSpeed Insights, and gather feedback to keep improving usability.

Prioritising mobile optimisation helps meet customer expectations and boosts overall site performance and user satisfaction.

9. Legal Considerations and Licences

While there’s no specific licence needed to sell furniture in the UK, understanding a few basic legal principles can both protect your business from false claims and safeguard your customers. 

Here’s what to keep in mind:

• Accurate product descriptions: Make sure your product descriptions are clear and accurate to prevent misunderstandings and manage expectations. This will prevent claims that items are not as described.
  
  
• Returns and refunds: A simple, fair returns policy should allow customers to inspect items at home and return them if unsatisfied. This not only aligns with UK distance selling laws but also shows transparency and trustworthiness.
  
  
• Liability and safety: Although furniture isn’t typically high-risk, make sure the items you sell meet basic safety standards to prevent injuries and reduce the risk of potential liability. Your items must be of satisfactory quality and fit for purpose.
  
  
• Record-keeping: Maintain records of sales and interactions with customers to support your business in the event of disputes or claims.
  
  
• Data protection: Comply with GDPR to secure customer information. If you’re using ShopWired, the platform provides built-in GDPR tools to help keep customer data secure—like data encryption and cookie consent management. 

Adhering to these principles will ensure your business avoids complications further down the line. 

Why Choose ShopWired for Your Furniture Business?

Choosing the right ecommerce platform can greatly impact your online store's success. ShopWired offers a comprehensive range of features perfect for selling furniture:

Full Suite of Comprehensive Ecommerce Features on All Price Plans 

ShopWired is built for ecommerce, which means the platform has all the ecommerce features you need and more on all price plans. Each feature is designed to streamline operations and give you full control over all aspects of your business. 

Over 40 Free, Customisable Themes

ShopWired lets you choose from a variety of customisable themes that are visually appealing and optimised for performance and mobile shopping. This allows you to create a unique brand presence that captures your audience’s attention and provides an enjoyable online shopping experience. All ShopWired themes are completely free to use. 

Integrations With Dropshipping Suppliers 

ShopWired lets you integrate your online store with dropshipping suppliers like Aliexpress. If you're looking to dropship furniture, the integration makes it easy. Simply find the products you want to sell and list them on your website. Everything is automated to make the experience seamless for both you and your customers. Read more about ShopWired's AliExpress integration here. 

Reliable Hosting and Security 

ShopWired provides robust hosting with 99.99% uptime guaranteed and advanced security measures to protect both your business and your customers' data. We understand the importance of security, which is why you can trust our platform to keep you and your customers protected online. 

5-Star Support 

ShopWired’s friendly support team is on hand to assist you with any queries or challenges you may encounter, from setting up your new store to customising your website to your preferences. Whatever you need, we are happy to help. Our top-rated support is one of the reasons ShopWired scores so highly on review websites like Trustpilot. 

Marketing and SEO Tools

ShopWired's built-in marketing and SEO tools help you attract more visitors to your store and convert them into customers. Whether it’s through optimising your site for search engines or leveraging marketing campaigns, ShopWired has you covered. 

Choosing ShopWired as your ecommerce platform means partnering with a provider that understands the challenges of selling online. With a combination of specialised features, unlimited customisation and dedicated support, ShopWired is the ideal choice for entrepreneurs looking to make a mark in this lucrative market.

Multichannel Sales

ShopWired connects effortlessly to eBay and Etsy, making it easy to expand your furniture business across multiple sales channels. 

Multiple Payment Options

Give your customers many ways to pay with ShopWired's numerous payment gateway integrations. Display your accepted providers logos on your website to build trust with your customers. 

Conclusion: Is Selling Furniture Online Worth It?

Yes, selling furniture online is absolutely worth it. With a market that continues to grow and evolving consumer demand, the opportunity is substantial. The variety of business models available—from dropshipping to white labeling—makes starting a furniture business more accessible than ever. And with powerful ecommerce platforms like ShopWired ready to support your new venture, there's never been a better time to start. 

Try ShopWired for free with a 14-day free trial- no commitment required. 

FAQ: Starting an Online Furniture Business

What types of furniture should I sell?

Decide on furniture types based on your target audience and market demand. Popular options include home furniture, office furniture, outdoor pieces and niche items like eco-friendly or vintage furniture.

How much does it cost to start an online furniture store?

Costs can vary, but typical expenses include setting up your website, inventory (if stocking products), storage, shipping, marketing and branding. Some models, like dropshipping, have lower upfront costs.

What is dropshipping, and is it a good option for selling furniture?

Dropshipping is a model where items are shipped directly from suppliers to customers, so you don’t handle inventory. It’s a low-cost way to start but may offer lower profit margins and less control over quality and shipping times.

Do I need storage space for my furniture inventory?

If you’re stocking inventory, you’ll need storage space. Options range from home storage for small startups to rented warehouse space. If using dropshipping, you won’t need storage as suppliers handle this for you.

How do I handle shipping for large furniture items?

Shipping large furniture can be tricky. Look into partnering with a reliable courier or logistics company that offers furniture delivery options. You may also want to provide clear information on shipping costs and delivery times to manage customer expectations.

What should I include in my product listings to attract customers?

Include detailed descriptions, product dimensions, materials and high-quality images from multiple angles. Highlight any unique features, and if possible, add customer reviews to build credibility.

How can I get traffic to my furniture website?

Use a mix of SEO (for higher search visibility), social media, content marketing (like blog posts on home styling tips) and email marketing to drive traffic to your site. Paid ads on platforms like Google and social media can also be effective.

Do I need to follow any specific regulations to sell furniture online?

Make sure to follow consumer protection laws and product safety standards. It’s also essential to have clear return policies and to comply with data protection laws if you collect customer information.