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9 Latest Furniture Trends Shaping Ecommerce 2024

If you think you can operate your furniture store in 2024 like you did in 2023, your store may not see 2025.

As we gingerly step into the uncharted territory of 2024, the landscape appears both promising and perplexing.

At the beginning of the year, with sales figures plummeting by over 20% in the initial weeks, and amidst a cacophony of blizzards, football playoffs, and political discourse, the industry felt like a roomful of "cats in a room with rocking chairs." Nevertheless, amidst the chaos, one constant remains – the consumer.

It’s crucial for furniture retailers to not only weather the storm but also seize the opportunities it presents. Join me as we embark on a journey to uncover the latest furniture trends shaping the world of furniture industry. From innovative designs to shifting consumer preferences, we'll explore how furniture trends can help you steer your business towards brighter horizons and better sales.

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40-second summary

  • First up, it's all about the customer. Millennials and Gen Z are leading the way, loving online shopping and caring about sustainability
  • Speaking of style, it's all about modern and industrial vibes for Millennials. But don't just guess what's trendy—listen to your customers and refine your lineup accordingly.
  • Go green with recycled materials and rustic vibes. Earthy tones are in, and eco-friendly designs are a hit.
  • Technology rocks! AI and virtual showrooms let shoppers explore furniture collections from their couches.
  • After-sales? Super important! Great delivery and service build loyalty and get you rave reviews.
  • New movers represent a golden opportunity for businesses, with millions relocating each year and seeking new furnishings for their homes.
  • Direct-to-consumer brands are on the rise, offering personalized experiences and cutting out middlemen.
  • Mobile commerce and 3D product visualization are also among the furniture trends, blurring the lines between online and offline experiences.

See how Zolak can help you power-up online furniture store for growth and revenue.


1.  Putting the Consumer First

Let's take a closer look at the generational landscape shaping consumer behavior.

Distribution Channels of The Furniture Industry Consumer Spending 1960 To 2025

  • Millennials, born between 1981 and 1996, are renowned for their tech-savvy nature and reliance on social media and customer reviews for product research. Quality and features trump brand loyalty in their purchasing decisions.

  • Next in line, we have Gen Z, born between 1997 and 2012. This demographic is practically glued to their digital devices from birth, craving personalized marketing and placing immense trust in influencers. They prioritize ethical values and strive for a healthy work-life balance. Growing up amidst financial turmoil, many Gen Z individuals are financially conservative and cautious about credit spending.

  • While Gen Alpha, born from the early 2010s onwards, is still too young to engage in buying furniture online, their upbringing amidst smart technology heralds potential shifts in consumer behavior in the years to come.

In the face of global challenges, Millennials and Gen Z navigate change with a blend of idealism and pragmatism, holding businesses to higher standards and embracing technological advancements with open arms. Brands that resonate with their values and adapt swiftly are poised to harness the immense consumer power they wield.

But how do these generational tendencies manifest in actual spending habits? Despite economic uncertainties such as rising interest rates and inflation, coupled with a sluggish housing market, data reveals a surprising surge in furniture purchases among Millennials and Gen Z consumers.

 Furniture purchases among Millennials and Gen Z consumers.

Key Takeaway:

  • If it ain't broke, don't fix it. If your main clientele skews towards the older, more established crowd, then by all means, keep doing what you're doing, and do it darn well.

  • The landscape of furniture shopping is evolving, and the younger generations are leading the charge. They crave convenience and efficiency, preferring to make a purchase online without the need for face-to-face interaction. It's a brave new world where customers can try out a bed for 365 nights without even laying eyes on it in person.


2. Style

Each passing generation brings forth its own unique tastes and preferences, leaving home furnishings retailers scrambling to keep up. With Baby Boomers passing the torch to the next cohorts, namely Millennials and Gen Z, the furniture retail scene is experiencing a seismic shift unlike any before.

Now, let's talk style. It's a subjective matter, isn't it? What one person deems stylish might be a total miss for another. And yet, amidst this sea of subjectivity, retailers are faced with the daunting task of deciphering what truly resonates with their target audience.

Take Millennials, for example. As depicted in the graphic bellow, they're all about modern and industrial vibes. But defining style isn't as straightforward as it seems. Sure, you could slap together a style quiz and call it a day, but let's be real—that's been done to death, hasn't it? Instead, why not delve deeper? Conduct some real, honest-to-goodness research. Survey your audience. Understand their perception of style. And when you present your interpretation of style, gauge their reaction. Are they nodding along in agreement? If so, you're onto something.

furniture trends in style

Embrace the shift towards modern and industrial aesthetics, but don't forget to listen to your customers. They hold the key to unlocking the true definition of style. So, gather your data and refine your lineup.


3.   Sustainable and Eco-Friendly Materials

These days, consumers are all about eco-friendly designs and brands that walk the walk when it comes to responsible manufacturing practices.

So, how can you ride this green wave and cater to the growing demand for sustainable options?

  • Recycled Materials. Furniture crafted from the remnants of yesterday, given new life and purpose. Whether it's a table made from reclaimed wood or a chair fashioned from recycled plastic, each piece tells a story of sustainability and ingenuity. Highlight these unique narratives, and watch as you connect with a whole new breed of eco-conscious consumers.

  • Rustic Charm. Showcase how recycled plastic chairs or reclaimed wood coffee tables can bring character to any living space.

  • Natural Materials. Shift towards furniture crafted from natural materials like wood, stone, and organic fabrics. Emphasize the quality and craftsmanship that come with these choices, reminding consumers of the unparalleled beauty of bringing a piece of the great outdoors into their homes.

  • Neutral Color Palette. Embrace the earthy tones that are all the rage these days, offering furniture in neutral hues that evoke a sense of tranquility and serenity. Think soft browns, muted greens, and warm grays—the perfect backdrop for a life well-lived. Collaborate with interior designers to create cohesive interior designs that incorporate organic shapes and neutral color palettes.

  • Natural Patterns and Integration with Plants. Integrate natural patterns like leaves and flowers into your furniture designs, infusing each piece with a touch of organic elegance. Consider creating furniture that seamlessly integrates with indoor plants, offering customers the chance to create their own lush green oasis right in the comfort of their own home.

In a world where sustainability is no longer a trend but a necessity, embracing eco-friendly practices and sustainable materials isn't just good for the planet – it's good for business.


4.   Artificial Intelligence (AI) and Virtual Showrooms

These innovative technologies are bridging the gap between online browsing and in-store visits, creating seamless experiences for consumers and retailers alike.

What exactly are AI and virtual showrooms bringing to the table?

  • AI-Powered 3D Visualization. With AI and virtual showrooms leading the charge, customers can now explore furniture collections from the palm of their hands and seamlessly transition to experiencing them in real life. This technology enables shoppers to reimagine their spaces effortlessly, as demonstrated by Wayfair's Decorify application. Using generative AI, Decorify creates shoppable, photorealistic images based on customers' uploaded pictures, allowing them to envision their own homes in new styles and make purchases directly from Wayfair.

  • Enhanced Customer Engagement: AI and virtual showrooms aren't just about fancy tech – they're about enhancing customer engagement. By offering immersive experiences that go beyond static images and flat catalogs, retailers can captivate customers and keep them coming back for more.

  • Space-Saving Solutions: With virtual showrooms taking center stage, retailers can significantly reduce their reliance on physical space while still offering customers a rich and immersive shopping experience. It's a win-win situation that frees up resources and opens up new possibilities for growth.

  • Insights into Consumer Behavior: By tracking interactions and analyzing engagement metrics, retailers can gain deep insights into what makes their customers tick. From popular furniture styles to preferred color schemes, this data is pure gold for tailoring marketing strategies and optimizing product offerings to the specific needs and demands of your customers. For example, if your ideal customers are working parents, offering kid-friendly activities, designated play zones, or even childcare (we see you, IKEA) can facilitate the shopping experience and help these customers feel understood and supported.

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Find out how virtual shopping boosts sales, keeps customers engaged, and makes your brand the talk of the town. It's like having a 24/7 showroom in your customers' homes, without the pushy sales tactics.


5.Good Post Purchase Experience  

Post-purchase experience is everything that happens between clicking buy and receiving the order. A lot can go wrong at this stage: late deliveries, lost parcels, incomprehensible tracking.

So, what exactly is to blame for the rise in bad post-purchase experiences? Here are some of the worst offenders.

 Bad post-purchase experiences

In the social media age, everyone’s latest shopping experience is only one scroll away. This can have both good and bad consequences for retailers. When a shopper can’t get enough of their new luxary sofa and they want to tell the world about it, great – cue the reshare. But when they’re venting about a bad experience online, things get more complicated.

Following a negative post-purchase experience, 59.1% tell friends and family; 27.2% leave a review online; and 11.4% post about it on social media. The potential consequences to a brand’s reputation are huge.

From a consumer perspective, several factors contribute to a positive delivery experience, and today's shoppers are particularly emphatic about their expectations. Here's a breakdown of what matters most to different consumer cohorts.

Top furniture trends when considering shopping online

Let's delve into the three significant consumer cohorts and their preferences:

  1. Cost of Delivery:

  • This group comprises a broad demographic in terms of age, with a slight female bias.

  • They predominantly prefer home delivery (83%) but also show a relatively greater preference for collections than delivery speed seekers.

  • For them, cheaper delivery options drive loyalty, influencing them to shop more frequently with a particular retailer.

  1. Speed of Delivery:

  • This cohort values the speed of delivery above all else, including same or next-day delivery options.

  • While there's an even gender split, a significant portion (41%) falls between the ages of 25 to 44.

  • Almost nine in 10 in this group (87%) prefer home delivery for online orders, and faster delivery drives loyalty.

  1. Convenience of Delivery:

  • This group is more likely to be female and tends to be older, with over half (56%) over the age of 45.

  • They value a range of delivery options, including home delivery (four in five) and collection (one in five).

  • Better website experiences and detailed product information that make shopping easier drive loyalty for this group.

latest furniture trends of Online Shoppers Demand Speed

Additionally, 'out of home' delivery options, such as collection points within own brand stores, third-party pick-up points, and lockers, play a crucial role in securing online sales, particularly for younger consumers. Retailers have recognized this trend and invested substantially in increasing the availability of collection points to consolidate deliveries and attract foot traffic.

Integration of Online Collection Points Matters More To Younger Consumers

  • Same-day delivery service. Implementing a same-day delivery service requires careful planning and coordination. Partnering with reliable courier services specializing in fast and efficient deliveries is essential. Optimizing logistics processes ensures timely order fulfillment. Moreover, considering environmentally friendly options, such as carbon-neutral couriers, aligns with sustainability furniture ecommerce trends and enhances the overall customer experience. By offering same-day delivery, businesses can stand out from competitors and meet the evolving expectations of today's consumers.


6. Marketing to New & Pre-Movers

New movers emerge as a highly coveted segment for businesses seeking to expand their customer base.

Not only do new movers represent a demographic with substantial purchasing power, but they are also in a transitional phase, making them more receptive to forming new brand loyalties.

According to the United States Census Bureau, approximately 30 million individuals relocate each year, presenting a vast pool of potential customers for businesses to tap into.

Among the cohort of new movers Millennials (age 26-41) constitute the largest generational segment, closely followed by Gen X (age 42-57), Gen Z (age 18-25), and Baby Boomers+ (age 58+). These movers are predominantly transitioning into larger homes (43%) or purchasing their first homes (27%), reflecting a significant life stage marked by changes and new beginnings. Interestingly, new movers are evenly split between homeownership and renting, highlighting diverse opportunities for businesses targeting this segment.

Latest Furniture Trends to New & Pre-Movers

During the relocation process, new movers exhibit a propensity to invest in new items and services, presenting brands across industries with a lucrative opportunity for customer acquisition. Notably, insights into shopping intent play a crucial role in effectively reaching new movers as they actively browse online for products and services.

Average Estimated Spent/Anticipate Spending On Items & Services

A key aspect to consider is the timing of purchases among new movers. A significant majority (77%) of new movers anticipate paying for furniture items prior to their move, demonstrating a proactive approach to planning and preparation. Leveraging pre-move indicators in marketing strategies enables brands to engage with new movers early in their relocation journey, gaining a competitive edge in capturing their attention and loyalty.

Timing of Purchases For Items & Services

Moreover, new movers are characterized by their openness to trying new brands, with 34% expressing a willingness to explore new options across various products and services. This receptiveness presents an opportunity for businesses to showcase their offerings and establish meaningful connections with this audience during a pivotal stage of transition.

Top Items/Services Movers Would Most Likely Try A New Brand For


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Want to dive deeper into the world of furniture marketing and turn visitors into loyal customers? Discover the essential strategies for attracting new visitors to your website, from paid search and social advertising to content marketing. Learn how to create engaging online shopping experiences using 3D visualization tools and optimize your website's design and user experience to improve conversion rates.


7. Direct-to-Consumer Brands Will Continue to Grow

The home furnishing industry is undergoing a transformative shift driven by the exponential growth of direct-to-consumer (DTC) brands. With US digital D2C sales projected to soar to $51 billion by 2024, the landscape is ripe for disruption. What sets the stage for DTC brands to thrive in this sector are low barriers to entry and a relative lack of strong retail competition.

D2C as a latest furniture trends

In response to the evolving preferences of the omnichannel consumer, DTC brands are redefining the traditional retail model by offering a more customizable and personalized experience. By cutting out the middlemen and establishing direct relationships with consumers, these brands gain intelligent control over the strategic use of customer data. This enables them to tailor their offerings to meet the unique needs and preferences of their target audience, fostering deeper connections and brand loyalty.

However, while the DTC model presents immense opportunities for growth and innovation, it also comes with its own set of challenges. Successfully navigating this landscape requires a thorough review of the entire business model, from production processes to distribution channels. DTC brands must demonstrate agility and adaptability in addressing the granular and specific needs of their end-customers.


8. Development of Mobile Commerce

The narrative that in-store retail is fading into obscurity has been a prevalent one in recent years. However, a closer look at consumer behavior reveals a more nuanced reality. While online shopping continues to gain traction, the majority of consumers engage in a blended buying experience, seamlessly transitioning between online and offline channels.

Surveys indicate that nearly two-thirds of consumers (63.4%) navigate both online and in-store shopping environments.

Development of Mobile Commerce as a Latest Furniture Trend

This data underscores the importance of striking a balance between online and offline retail strategies. Rather than favoring one channel over the other, successful retailers prioritize continuity and integration across both platforms.

Percentage of Consumers Who Use Search Engines To Research Retail Products

By leveraging physical stores and complementing them with click-and-collect options on ecommerce sites, retailers not only expand delivery options for customers but also drive foot traffic to brick-and-mortar locations, fostering a synergistic relationship between online and offline channels.

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Discover how furniture ecommerce has transformed the shopping experience, offering convenience and efficiency through digital platforms. Explore the challenges and opportunities facing retailers in meeting the high expectations of tech-savvy customers who rely heavily on mobile devices for their shopping needs.


9. 3D Product Visualization

The traditional notion of "try before you buy" has evolved significantly with the advent of e-commerce and changing consumer preferences. This transformation is particularly evident in the realm of large furniture items like beds, sofas, and dining tables, where in-store trials have historically been prevalent due to the high value and tactile nature of these products. However, the surge in online shopping, especially during periods of lockdown, has propelled e-commerce to new heights, revolutionizing the retail landscape.

The surge in online activity is poised to further transform the retail sector. One significant furniture trend driving this evolution is the integration of cutting-edge technologies to enhance the blended online and in-store shopping experience. A prime example of this is the adoption of 3D product visualization technology by retailers like Wayfair. This innovation allows customers to engage in a more immersive and personalized shopping journey by visualizing various finishes, colors, and configurations of furniture in real-time.

Furniture companies are leveraging interactive elements in-store, such as screens equipped with 3D product visualization capabilities, to empower customers. These interactive displays enable shoppers to virtually place furniture pieces in their desired spaces or envision how they complement existing decor. Such experiences bridge the gap between online browsing and in-store visits, empowering customers to make more informed decisions when purchasing online.

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While 3D product visualization offers a glimpse into individual items, room visualization software takes it a step further, letting customers design entire rooms. Discover how this technology empowers customers to pick furniture, play with colors, fabrics, and more—all without the headache of measuring tapes.



Staying ahead necessitates proactive content creation to cater to shifting browsing habits. Zolak Products stands at the forefront of this movement, revolutionizing shopping experiences with its interactive showrooms. These showrooms not only enhance customer engagement but also foster a personalized shopping experience, which is crucial for retaining customers and boosting sales.

Zolak's interactive showrooms offer a dynamic environment where customers can explore and engage with products like never before. By immersing themselves in lifelike settings, shoppers can envision how furniture collections complement their spaces, sparking inspiration and guiding them towards their ideal selections. Moreover, Zolak empowers customers to effortlessly design their own spaces using lifelike 3D replicas of their environments, seamlessly integrating the brand's products into their homes.

Through innovative features like 360-degree spins and configurators, customers can delve into intricate details and personalize their selections in real-time, enhancing their overall shopping experiences. Additionally, Zolak CMS streamlines content management, ensuring efficient handling of visual assets to further enhance customer lifetime value and loyalty.

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By embracing Zolak, furniture stores can elevate the customer experience, drive engagement, and foster long-term customer loyalty in today's competitive online market. Ready to revolutionize your customers' shopping experiences and boost your sales? Schedule a demo with us today.

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Zolak furniture trend


What kind of furniture is trending now?

Right now, it's all about being bold: funky shapes, vibrant colors, and statement pieces that make your customers do a double-take.

What is the trend in furniture industry in 2024?

In 2024, the furniture industry is all about embracing technology and sustainability. From AI-powered virtual showrooms to furniture crafted from recycled materials, it's a blend of innovation and eco-consciousness. 

What color furniture is in style 2024?

Consider earthy tones such as warm terracottas, calming sage greens, and soothing sandy neutrals. These colors infuse tranquility and harmony into any space, ideal for crafting a cozy oasis amidst life's chaos.

What is the trend in seating in 2024?

Customers are craving furniture that can adapt to their ever-changing needs, whether it's a modular sofa that can be rearranged to fit any space or a cozy reading nook that doubles as a guest bed.

What type of furniture is in for 2024?

Multifunctional furniture is definitely stealing the spotlight: coffee tables that double as storage units, sleeper sofas for those impromptu guests, and extendable dining tables perfect for hosting dinner parties.

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