37% of German consumers bought furniture online

37% of German consumers bought furniture online

The willingness of German consumers to buy furniture online has grown significantly over time. Now more than one in three Germans, 37 percent to be more precise, have already shopped online for stuff like chairs, beds and tables.

This statistic can be found in the report “How do the Germans shop in the online furniture industry?” [pdf], a new study published by multichannel retailer Otto.de. The company already carried out a similar study almost three years ago, so one could easily compare the results.

Shopping furniture online in Germany

And based on information from 2015 and now, it becomes clear German consumers are showing more and more interested in buying furniture online. 37 percent of respondents said that they had already done so, which is 15 percentage points more than in 2015. Otto says this increase is thanks to the growing interested of younger couples and families, of which almost half of them now shop furniture online. Buying furniture online is relatively not that popular among empty nesters (31 percent) and older couples (35 percent).

Shopping furniture online in Germany

According to Otto, the increase of furniture buyers online is more attributable to woman than to men, which is in line with the fact women are more inclined to shop online. Otto says that although women are more likely to have reservations about buying furniture online, these reservations can be resolved by offering features, such as very accurate product descriptions, zoomable product images, free fabric samples and customer reviews.

Using the internet while buying furniture

The study also shows that 43 percent of respondents use the internet to get a particular piece of furniture at the best price, while 41 percent uses the internet to get informed about furniture in general. Also, 33 percent uses the internet to let it inspire them about new furniture and give them new interior design ideas, while 22 percent claims they don’t use the internet when buying furniture.

There’s still huge potential in the online furniture business’

“We want to further digitize the purchase of furniture in Germany and to expand the offer on Otto.de for our customers. This study shows there is still huge potential in the online furniture business”, says Michael Heller, member of the OTTO Management Board for Categories.


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