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Flooring, Furnishing, and Home Improvement E-Commerce Trends

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Publisher: Catalina Research Inc.
Report Number: EC 101
Published: June 2020
Pages: 80 Pages

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E-COMMERCE SALES & COMPETITOR STRATEGIES IN THE FLOORING, FURNISHING & HOME IMPROVEMENT MARKETS

EC 101: Released June 2020

Catalina Research announces the release of our in-depth investigation of e-commerce sales trends and company strategies in the flooring, furnishing, and home improvement markets.  The report uncovers the strategies implemented to take advantage of growing online sales over the past decade, and how the coronavirus shelter-in-place orders accelerated the shift to e-commerce business.  This comprehensive database covers overall e-commerce retail sales, sales by product sector, technological innovations, and the competitive environment.  Catalina extracted this pertinent data and information from online retailers, furniture and home furnishing retailers, floor coverings retailers, and home centers and other building material dealers.  The report also reviews how manufacturers, distributors, and buying groups assisted retailers’ shift to the e-commerce economy.

Catalina Reports contain the timely data and information that allows users to evaluate market size, growth potential, residential and commercial markets, profitability, company market shares, and the competitive environment.  Turn to a Catalina Report when developing strategies to take advantage of growing e-commerce sales opportunities, shifting consumer preferences, and counter online and brick-and-mortar retailer competitor e-commerce strategies.

The table of contents shows the significant data and information included in this report.  Each section is summarized to point to the pertinent e-commerce trends.  Look it over, fill out the order form, and receive your Catalina Report promptly.  You will find it a valuable planning tool.

SECTIONS AND CONTENTS

1. U.S. E-COMMERCE SALES TRENDS AND LEADING COMPETITORS (2012-2025)

Summaries:

  • U.S. e-commerce economy and executive summary
  • Product lines most dependent on e-commerce sales     
  • Changing consumer behavior
  • E-commerce platform investments to stimulate online sales
  • Brick-and-mortar retailers combat entrenched online sellers
  • E-commerce profitability challenges
  • Flooring, home furnishing, and home improvement e-commerce trends
  • Forecast and outlook

Tables:

  • E-commerce sales share by sector of the economy
  • E-commerce retail product and service sales share of total revenues
  • Quarterly E-commerce sales by online retailers versus brick-and-mortar retailers
  • Share of online retailer sales by type of product

2. U.S. FURNITURE & HOME FURNISHING RETAIL E-COMMERCE TRENDS (2012-2020)

Summaries:

  • Furniture and home furnishing retail e-commerce sales
  • Online retailer strategies
  • Brick-and-mortar retailers invest to catch up
  • Leading retailer e-commerce sales and market shares
  • Profitability of online retailers
  • E-commerce strategies and developments for 11 home furnishing retailers

Tables:

  • E-commerce sales by online and brick-and-mortar retailers
  • Brick-and-mortar retailer e-commerce sales and share of total sales
  • Quarterly e-commerce sales for brick-and-mortar retailers
  • E-commerce sales and market shares for five home furnishing retailers
  • Wayfair and Overstock sales, cost structure, and operating ratios

3. U.S. FLOOR COVERINGS RETAIL E-COMMERCE TRENDS (2012-2020)

Summaries:

  • Floor coverings retail e-commerce sales
  • Floor coverings e-commerce sales by channel
  • Manufacturers and buying groups assist retailer e-commerce transition                   
  • Enhanced e-commerce software programs for flooring and other retailers
  • Floor coverings e-commerce target market
  • E-commerce strategies for 12 floor coverings retailers, manufacturers & buying groups

Tables:

  • Flooring e-commerce sales by retail channel
  • E-commerce sales for three hard surface flooring retailers
  • Share of DIY/BIY purchases for residential and commercial markets by flooring product
  • Website SKUs for carpet/area rugs/hard surface flooring for over 30 e-commerce sites

4. U.S. BUILDING MATERIAL DEALER E-COMMERCE TRENDS (2012-2020)

Summaries:

  • Building material dealer e-commerce sales
  • E-commerce sales and market shares for six building material dealers   
  • Online retailers enter building material/home improvement markets
  • Building material e-commerce target markets
  • Select building material distributor e-commerce capabilities
  • E-commerce strategies for seven building material dealers

Tables:

  • Building material dealer e-commerce sales and share of total sales
  • Quarterly building material e-commerce sales
  • Share of DIY/BIY purchases for residential & commercial markets by building product
  • E-commerce sales and market shares for six building material retailers

ABSTRACT FOR THE CATALINA REPORT ON FLOORING, FURNISHING, AND HOME IMPROVEMENT E-COMMERCE TRENDS

SUMMARY OF MAJOR FINDINGS

E-commerce sales for the leading online retailers of flooring, furnishing, and home improvement products soared as the coronavirus shelter-in-place orders accelerated the shift to e-commerce business.  E-commerce sales at Home Depot and Lowe’s increased about 80% in the first quarter of fiscal 2020, and sales increased at a similar rate for online home furnishing retailer Wayfair.  Overstock, another leading online home furnishing retailer, reported sales increased over 120% in April 2020.  For Home Depot e-commerce sales represented 14.9% of total company sales in the first quarter of fiscal 2020, up from 5.9% in fiscal 2016.  Brick-and-mortar retailers have generally outpaced sales gains at online retailers during 2020, since brick-and-mortar retailers increased their investment to upgrade e-commerce software platforms and improve logistics.  For example, retailers are adding visualizers in order for customers to view how a flooring or furnishing product will look in their own home.  The sharpest e-commerce sales gains at brick-and-mortar retailers is for flooring and building materials.  This trend is expected to continue over the next five years since e-commerce sales penetration in these markets is below the retail industry average.  As a result, e-commerce sales of flooring, furnishing, and building material is forecast to increase above the 13% compound annual growth rate for total e-commerce sales over the next five years.

U.S. E-COMMERCE TRENDS AND LEADING COMPETITORS

Catalina Research has uncovered these trends in our in-depth investigation of e-commerce sales and leading online competitors in the flooring, furnishing, and building material markets.  Report sections analyze e-commerce sales trends and leading company market shares in each market sector.  Each section also reviews the strategies and recent developments of the leading online and brick-and-mortar retailers in order to gain a competitive edge.

FLOOR COVERINGS E-COMMERCE TRENDS

Catalina investigates floor coverings e-commerce sales by channel.  Catalina segments sales for brick-and-mortar and online mass merchandisers; home centers and hard surface flooring retailers; and specialty floor coverings stores.  Catalina reviewed the flooring offerings for over 30 e-commerce sellers to determine the competitive environment.  Catalina also provides e-commerce sales for leading hard surface flooring retailers.  In addition, Catalina analyzes the flooring products with the highest e-commerce sales potential based on the do-it-yourself and buy-it-yourself (DIY/BIY) purchases by residential and commercial customers.  To gain insights into company strategies, Catalina profiled the leading hard surface flooring retailers, and the role floor coverings manufacturers and retail buying groups play in assisting floor coverings retailers develop their e-commerce capabilities.  In addition, Catalina reviewed recent software packages used to upgrade the e-commerce selling and buying experience.

FURNITURE AND FURNISHING E-COMMERCE TRENDS

Catalina analyzes furniture and home furnishings e-commerce sales.  The data segments sales by online retailers and brick-and-mortar retailers.  Catalina extracted company e-commerce sales from company financial reports and calculated e-commerce market shares.  Catalina also analyzed the cost structure and profitability of two leading home furnishings e-commerce competitors.  This section includes the e-commerce strategies and recent developments of the leading competitors.

BUILDING MATERIAL E-COMMERCE TRENDS

Catalina investigates building material e-commerce sales.  This section tracks the e-commerce sales of brick-and-mortar building material dealers.  Catalina indicates which product line have the highest potential for e-commerce sales by providing data on DIY/BIY purchases by residential and commercial customers.  Catalina extracted e-commerce sales for leading building material dealers and calculated e-commerce market shares.  Catalina also provides the e-commerce strategies of leading brick-and-mortar and online retailers and distributors.