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How to sell furniture online in 7 steps

Allison Ko

how to sell furniture


It wasn’t that long ago when the thought of buying furniture online was ludicrous. I mean, who in their right mind would buy a couch without ever having sat in it before?


Well, fast forward to today and buying furniture online is almost as common as buying shoes online.


For entrepreneurs young and old, selling furniture is an attractive eCommerce business idea. Without the need to design a showroom or manage multiple store locations, running a furniture business has grown into a more realistic option for many, thanks to eCommerce.


So, if you're looking to take your brick-and-mortar store online or jump into selling furniture for the first time, this article will guide you through the process and help you get started with selling furniture online.


Ready to start a business selling furniture? Create your online store today.



How to sell furniture online in 7 steps




01. Choose a furniture sourcing method


There are four primary ways to source furniture. Depending on your storage capacity, budget and even your skill level as a craftsman or craftswoman, you may have more than one viable business model from which to base your business.


  • Hand-made: If you're a skilled crafter with a passion for making furniture, you may already have a variety of furniture pieces in mind to make on demand or keep in stock to sell. It goes without saying that as a crafter, you need a dedicated workspace and the ability to store your completed pieces.

  • Design: Under this model, you can focus on designing pieces while another crafter or third-party factory brings it to life. As a designer, building a solid relationship with a manufacturer is critical. Find a manufacturer that accepts your input and works with you throughout the process.

  • Resell: As a reseller, you may choose to curate new and/or vintage furniture pieces from multiple manufacturers or brands (via wholesale, estate sales, rummage sales, auctions, local marketplaces, bargain shopping, etc.). This model gives you the flexibility to curate furniture and decor collections that fit your brand, plus create cohesive styles and themes.


  • Wholesale purchases: If you want to sell a larger variety of furniture without having to make it yourself, wholesale purchases may be the way to go. This involves purchasing large quantities of furniture directly from manufacturers at discounted prices.



02. Build a furniture catalog


How you shape your product catalog is paramount to the development of your brand. For example, if you want to be the next affordable furniture stop, your catalog might contain several Ikea-like items that buyers can build at home.


On the other hand, if you’re an artisan seller like Wix user Beck & Cap, your catalog may consist entirely of unique, one-of-a-kind pieces.



how to sell furniture - product page for Beck & Cap


So, before building your catalog, take the time to clearly define your niche by taking these below steps.



Define your “why”


What inspired you to start your business? Do you want to build a brand that’s environmentally conscious using only sustainable or recycled materials? Does a portion of your proceeds support a charity or global movement? Perhaps you're fulfilling a lifelong dream or a family tradition. Be clear on what’s driving you to do what you do and make it a part of your brand story. This is instrumental in getting your customers to connect emotionally with your business.



Identify your target market


Describe your ideal client using thorough research. A well-defined target market helps you maintain focus as your business grows, so be specific.


For example, the following target market description is too broad and lacks direction:


People who like modern-styled furniture.

Here is a better version:


First-time homeowners ages 22 to 38, living in the United States, with a yearly household income of $100K or more. They favor eco-friendly, modern-styled quality furniture that's economically priced and aesthetically supports their minimalistic lifestyle.

Be it residential or commercial customers, your description should help you understand precisely who you're looking to engage and what types of products you want to offer them.


Pro tip: Avoid using the words "people" or "anyone" when describing your target market. This will force you to get more specific about the individual user you want to target.



Decide on a theme for your online catalog


With your target market in mind, research trending products and determine a theme for your catalog that will appeal to your market.


For example, will you offer a specific style (e.g., modern or traditional) or type of furniture? Will you feature collections for a specific room, or only offer furnishings made of a particular material? Will you sell any other items, such as complementary decor?


If you already have a brick-and-mortar location, think about how your online catalog will compare to your offline offerings. Will you offer your full line of products online? Or, will you reserve your online store for your best-sellers or a specific furniture line?



Pinpoint what differentiates your business from the competition


There's a lot of competition within the furniture industry, so it's necessary to be clear about what sets you apart from other sellers. If you have a brick-and-mortar business, think about what brings customers through your door instead of a competitor's.


Differentiators could include:


  • Your customer service

  • Your materials

  • Your price

  • Your designs

  • Production and shipping speed

  • The customization options you offer

  • Your range of products

  • The number of variations you offer

  • The causes you support

  • Where and how you build your furniture


Consider all this as you decide the right makeup of products.



03. Create your online store


Roll up your sleeves because this is the fun part: building an online store that represents your furniture brand and passion. To save time, we recommend choosing a platform like Wix eCommerce that includes all the features and tools needed to create a successful online store.



Design your online store


Choose a professionally-designed home decor or furniture-focused template that gives your customers a pleasant shopping experience and reflects your brand’s personality. Wix’s templates are fully customizable, allowing you to tailor both the desktop and mobile experiences.



sell furniture online with online store - Wix store template for a furniture business
Ready-made Wix template for a furniture store

Need help with this step? Hire a professional agency or freelancer through the Wix Marketplace to get your store up and running in no time.



Choose your business name


Your business name says a lot about your company and will be with you for years to come, so you want a memorable name that embodies your brand, quality and purpose. If you haven't chosen a business name yet and need some inspiration, try the Wix business name generator or use a furniture business name generator.


Make a list of any business names you might consider, and then check for domain availability. Avoid special characters and unique spellings, and keep your domain name length reasonable so that it's easy for customers to remember and type it.



Create a logo


Your logo is critical to your business as it represents your brand throughout your marketing channels. The colors, fonts and imagery you use within your logo should align with your brand personality, appeal to your target audience and be easily recognizable. Try to avoid designs that are overly complex. Instead, keep the design simple, using one to three colors at most.



how to sell furniture - create a logo - wix logo maker


Design your logo for free in minutes using the Wix Logo Maker or get matched with a professional designer who can create one for you.



Build your categories and navigation


First, consider how your target audience would prefer to browse your products, and then create categories that align with their shopping habits. For example, is your customer likely to shop by color, style, price, function, room—or all of the above? Your product categories are an essential part of your online store navigation.


Once you've created your categories, make sure that they are easy to find directly from your homepage and via your main site navigation menu.



Load your products


With a platform like Wix eCommerce, you can choose to upload products manually or via bulk import.


Organize your products into collections, and create thoughtful category pages as well as product pages. On each product page, include detailed product descriptions that mention:


  • Materials used

  • Details about durability

  • Suggestions for use (living room, dining room, bedroom, office, indoor/outdoor, etc.)

  • Where and how the piece was made

  • Dimensions

  • Weight

  • Care instructions


And when possible, use storytelling to help your customer visualize the piece in their space and build an emotional connection to your products.


Showcase each product using multiple high-quality photos. Videos, charts and 360-degree photos can be especially useful for showing off furniture.



Tell your story


From your homepage messaging to your “About Us" page, express why you sell furniture and what fuels your passion. If your business supports a cause, tell your customers why you're doing it. Your story helps build a connection with your customers and gives them a sense of belonging and a reason to support your business with pride.




sell furniture online - about us page on beck & cap website


Write an FAQ


Provide a self-service section for customers' most common questions and add to it as you discover more. This will help you to set the right expectations with your customers, and provide an even better customer experience. Don’t forget to link to the FAQ page from your main navigation and footer for easy access.



Provide contact options


Include contact details on a contact page and/or footer. Consider how a live chat feature like Wix Chat can additionally help to provide customers with the support that they need and to anticipate any order issues.



04. Determine your fulfillment strategy


You may have limited storage space and capital as a startup furniture business, and that's okay. Now that your online store is ready for business, it’s time to determine how you will fulfill orders. You have several options, including:


  • Dropshipping : Under a dropshipping model, you’re released from the burden of storing, packaging and shipping products yourself. Your manufacturer will ship finished pieces directly to your consumers. This setup is often appealing if you have limited storage space and/or startup capital. But keep in mind that by outsourcing your order fulfillment, you relinquish some control over the customer experience.


  • In-house fulfillment: This option involves managing the entire order fulfillment process in-house, from storing inventory to packaging and shipping products yourself. It gives you more control over product quality and shipping speed but requires a significant amount of time and resources.


  • Third-party logistics (3PL): With 3PL, you outsource the storage, packaging and shipping of your products to a fulfillment center. This option can save you time and resources but also means less control over product quality and shipping speed.


Consider the pros and cons of each fulfillment method before deciding which one is best for your business. You may even choose to use a combination of methods depending on your inventory turnover and order volume.



05. Set pricing


Determining the right place will require thorough market research. Analyze how similar items are priced within the industry and how much your target buyer is willing to pay. Settle on a price that is fair and consistent with the market, but make sure that it covers the cost of your materials and related expenses.


Moreover, make sure you know how to diagnose your eCommerce profit margins properly, so that you can ensure a profit from every sale.


Don't be afraid to experiment with your pricing as you go by raising or lowering the price slightly and seeing what happens.



06. Handle shipping and returns


Shipping and returns play a vital role in every eCommerce business. By fostering clear communication around these processes, you build trust with your customers, encouraging repeat business and positive reviews.



Picking the right carrier


Managing the logistics of furniture shipping can be tricky, especially with the many weight and size restrictions that apply to this category of products. But fortunately, there are various options at your disposal.


For smaller, lightweight pieces, you can continue using standard ground service via carriers like FedEx, UPS and USPS. For oversized items, less-than-truckload (LTL) freight shipping is a good option. The downside is that it may take longer for your items to reach your customers, since LTL shipments are combined with other sellers' shipments and make more stops.


In any case, you'll want to heed best practices for furniture shipping, such as using a platform like Shippo to lock in the lowest rates (up to 90% compared to retail rates) and track shipments.



Determining shipping pricing


As a startup furniture business, absorbing shipping expenses into your product pricing can be cost-prohibitive to your business. While you’ll want to offer a competitive price, you’ll need to ensure that you can cover the costs of creating and transporting bulky and/or heavy items.


Here are three options to consider offering:


  • Flat rate shipping: Charge a single rate for all products. For instance, you could charge $12.99 shipping for each item sold. This splits the burden of shipping fees between your business and your customer.

  • Free shipping: Offer "free shipping" but offset your expenses by increasing your product’s price to include some or all of the shipping cost. If you’re working with a shipping carrier or fulfillment partner, ask for upfront quotes so you can calculate shipping costs accurately.

  • Calculated shipping: Automatically calculate shipping charges at checkout based on shipping weight, dimensions and destination, then charge the customer accordingly. Many customers may shy away from hefty shipping fees so this method may hinder sales.


In the furniture business, returns are tricky, so minimizing them is your best option. Publish high-quality photos, videos and detailed product descriptions to pre-empt customer questions, plus provide excellent customer support.


When writing your return policy, you can also limit returns to defective products and/or charge customers (partially or in full) for return shipping. Decide what works best for your business, clearly state your terms and make your policy easily visible on your checkout and product pages to avoid unwelcome surprises.



07. Market your furniture business


With your online store up and running, it's time to start helping potential customers find it through a strong eCommerce marketing strategy. Wix offers a complete marketing and customer management suite of tools to earn traffic, manage relationships and build customer loyalty.


With Wix SEO, you can:


  • Optimize your site for search engines using built-in SEO tools

  • Raise brand awareness and increase engagement through social posts on Facebook and Instagram

  • Create videos to showcase your business and your products

  • Reach out to visitors via live chat

  • Regularly email customers with new product announcements, furniture care tips and more to keep your business top of mind

  • Offer private member accounts with exclusive access or services

  • Create automated responses based on customer actions

  • And more




Tips to sell your furniture successfully


Although selling furniture online has profit potential due to lower overhead costs, careful planning is essential to navigate competition, shipping logistics and the demand for quality service. Here are a few tips for how to successfully sell your furniture online.



Stay on top of trends


Research current furniture trends to see what’s selling well. Neutrals and timeless styles like mid-century modern have lasting appeal, while trends in colors and patterns change frequently. Keep these insights in mind when choosing the pieces for your collection.



Create a cohesive brand aesthetic


Differentiate your furniture business by developing a cohesive aesthetic. A consistent color palette, photography style and website design elements across your online platforms and marketing materials will make your brand more memorable to customers.



Use quality photographs


Use high-resolution photos that showcase your products from different angles and in various settings. Consider hiring a professional photographer to capture the best images of your furniture.



Leverage social media


Use social media to promote your furniture business effectively. Platforms like Instagram and Pinterest are perfect for showcasing high-quality images of your products in real-life settings. Consider social media ads to target potential customers looking for furniture.



Offer customization


Stand out by providing customization options for your furniture. Allow customers to choose custom colors, fabrics, or sizes, making their pieces unique. This not only enhances customer satisfaction but also gives you an edge in a competitive market.



Deliver exceptional customer service


Make exceptional customer service a priority. Respond promptly to inquiries and issues. Consider implementing a satisfaction guarantee or return policy to build trust and ensure customer satisfaction.



Partner with complementary businesses


Collaborate with businesses that sell complementary products like home decor or interior design services. This can lead to cross-promotion and increased exposure for both businesses.



How to sell furniture online FAQ

Is it profitable to sell furniture online?

Selling furniture online can be profitable if you can reach a wide audience and because of the potential of low overhead costs without a physical store to maintain. However, competition, shipping logistics and the need for quality customer service can also impact profitability so plan carefully.

How can I use augmented reality to enhance the online furniture shopping experience?

What are some ways I can make my furniture business more sustainable?

What types of payment methods should I offer on my online furniture store?

Should I offer virtual consultations for customers?

How important is it to have a mobile-friendly website for my online furniture store?

Can I implement a subscription model for selling furniture?

How do I take good photos of my furniture for online listings?

How to be safe when selling furniture online?


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