India’s eCommerce furniture sales jump by 32% in 2017-2018

The willingness of Indian customer to buy furniture online has grown significantly in 2017. Now more than one in six Indian eCommerce buyers prefer shopping furniture online. The survey data reported 32 percent jump in online furniture sales in Q3 for 2017-2018. Customer prefers buying online stuff like sofa, chairs, wardrobe, beds and tables.

This statistic can be found in the report prepared by research and statistical department of Chitrangana.com, a new study published by India’s Leading eCommerce Consultancy, Chitrangana.com. The company already carried out a similar study almost two years ago, so one could easily compare the results.

And based on information from 2015 and now, it becomes clear Indian consumers are showing more and more interested in buying furniture online. 32% of respondents said that they had already done so, which is 29% points more than in 2015.

Chitrangana.com says this increase is thanks to the growing interested in 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 (19%) and older couples (9%).

According to Chitrangana- The eCommerce leading in India, the increase of furniture buyers online is more attributable to the woman than to men, which is in line with the fact women are more inclined to shop online.

Chitrangana.com 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 premium product presentation, pictorial product dimension detail, good quality images, free fabric samples and interior guided views.

The study also shows that 28% of respondents use the internet to get a particular piece of furniture at the best price, while 30% uses the internet to get informed about furniture in general. Also, 42% uses the internet to let it inspire them about new furniture and give them new interior design ideas, while 33% claims they don’t use the internet when buying furniture.

The research head of Chitrangana said, “Our aim to digitize the furniture shopping experience by the use of Big Data technology to build the best piece of furniture and interior combination. We are aiming to build a technology to decide the easy selection of product and relevant interior accessories for the customer requirement. The company is confident to build full automation AI interior designer system by 2019″ says Mr Kapil Negi, Research head at Chitrangana.com.

India’s Online Furniture Revolution: Opportunity and Challenges

India’s furniture eCommerce sector represents one of the most interesting category-specific growth stories in digital commerce. The 32% jump in eCommerce furniture sales reflected a fundamental shift in Indian consumer behaviour — the willingness to purchase high-value, high-touch products like furniture online, overcoming the traditional preference for physical inspection before purchase.

What’s Driving Furniture eCommerce Growth in India

• Urbanisation: Growing urban professional population with smaller living spaces and a preference for modern, compact furniture designs not always available in local markets
• AR visualisation: Augmented reality features that allow customers to visualise furniture in their actual space have dramatically reduced the purchase hesitation barrier
• EMI availability: No-cost EMI options make high-value furniture purchases accessible to a much broader customer segment
• Curated design: Online platforms can offer far greater design variety than physical stores constrained by floor space
• Home improvement culture: Growing interest in interior design, driven by social media and home improvement content, has created a more aspirational furniture consumer

Challenges Unique to Furniture eCommerce

Furniture eCommerce faces distinctive operational challenges: large, fragile products with high damage rates in transit; complex last-mile delivery requiring specialised handling and assembly services; high return rates when products don’t match customer expectations; and long delivery lead times that test customer patience. Brands that solve these operational challenges effectively — through better packaging, quality assembly services, and accurate product visualisation — can build significant customer loyalty in a category with naturally high repeat purchase potential.

Building or growing a furniture eCommerce business in India? Chitrangana works with home goods and furniture brands on strategy, operations, and digital marketing.