Home furnishing ecommerce spans online retail marketplaces, furniture-store websites and omnichannel brands.
The available measures cover U.S. retail e-commerce estimates from Q2 2024 through Q2 2025 and annual furniture-store sales from 2020 through 2024.
Company-reported operating data covers calendar 2024 or fiscal 2024.
Key Home Furnishing Ecommerce Statistics
The most useful headline figures are:
- In Q2 2025, U.S. adjusted retail e-commerce sales reached $304.209 billion across all retail categories.
- In Q2 2025, e-commerce represented 16.3% of adjusted U.S. retail sales in the United States.
- In Q2 2025, adjusted U.S. e-commerce sales increased 5.3% year over year on a seasonally adjusted basis.
- In 2024, furniture and home furnishings stores recorded $4.799868 billion in e-commerce sales in the U.S. Census AIES store-industry series.
- In 2020, furniture and home furnishings stores recorded $3.832062 billion in e-commerce sales in the same U.S. store-industry series.
- In 2024, electronic shopping and mail-order houses reported $12.125652 billion in furniture and home furnishings e-commerce sales under the primary-business-activity classification.
- At December 31, 2024, Wayfair offered more than 30 million products on its marketplace.
- In 2024, Wayfair sourced products from more than 20,000 suppliers for its marketplace.
- At December 31, 2024, Wayfair had 21 million active customers under its company-defined measure.
- During 2024, repeat buyers accounted for 80.1% of Wayfair orders, an order measure rather than a customer share.
- In 2024 compared with 2023, Wayfair net revenue decreased 1.3% on a consolidated basis.
- At December 31, 2024, Arhaus operated 103 showrooms alongside its digital retail channel.
- In 2024, approximately 95% of Arhaus products by net revenue could only be purchased from Arhaus, according to a company estimate.
- In 2024, Arhaus worked with more than 400 direct-sourcing vendors.
- In 2024 compared with 2023, Arhaus net revenue decreased 9% on a consolidated basis.
- At June 30, 2024, Ethan Allen operated 142 company-operated retail design centers, including 138 in the United States and four in Canada.
- In fiscal 2024, Ethan Allen manufactured approximately 75% of its furniture in North American plants, a supply-chain measure rather than an online-sales share.
- In fiscal 2024, Ethan Allen consolidated net sales decreased $145.2 million, or 18.3%, for the fiscal year ended June 30, 2024.
- At June 30, 2024, Ethan Allen’s wholesale backlog was $53.5 million, and backlog is not the same as revenue.
Contents
- Key Home Furnishing Ecommerce Statistics
- U.S. Home Furnishing Ecommerce Market Context
- Furniture and Home Furnishings Store Ecommerce Data
- Wayfair Marketplace and Customer Statistics
- Arhaus Omnichannel Ecommerce Statistics
- Ethan Allen Retail, Manufacturing and Order Data
- Retailer Filing Measures: Margins, Mix and Concentration
U.S. Home Furnishing Ecommerce Market Context
The Census quarterly series is a broad benchmark for the online retail environment, not a home-furnishing-only market total. It is seasonally adjusted, not adjusted for price changes, and described as an estimate.
| Period | Adjusted U.S. retail e-commerce sales | Share of adjusted retail sales | Year-over-year change |
|---|---|---|---|
| Q2 2024 | $288.822 billion | 16.1% | 7.1% |
| Q3 2024 | $295.269 billion | 16.2% | 7.3% |
| Q4 2024 | $300.357 billion | 16.2% | 8.5% |
| Q1 2025 | $299.909 billion | 16.1% | 6.0% |
| Q2 2025 | $304.209 billion | 16.3% | 5.3% |
Source: U.S. Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2025.
The estimates cover all U.S. retail categories and may be revised.
Across these five quarters, e-commerce’s measured share stayed between 16.1% and 16.3% of adjusted retail sales. The year-over-year growth estimates ranged from 5.3% in Q2 2025 to 8.5% in Q4 2024, so the broad online channel continued expanding while its share remained relatively stable.
Furniture and Home Furnishings Store Ecommerce Data
The Census AIES store-industry series measures e-commerce sales for furniture and home furnishings stores. It is not a complete measure of every online sale of furniture products, because marketplace and general online retailers can be classified differently.
| Year | Furniture and home furnishings store e-commerce sales |
|---|---|
| 2020 | $3.832062 billion |
| 2021 | $4.606865 billion |
| 2022 | $4.865166 billion |
| 2023 | $4.877703 billion |
| 2024 | $4.799868 billion |
Source: FRED, Furniture and Home Furnishings Stores: E-Commerce Sales, sourced from the U.S. Census Bureau AIES series.
Values are annual, not seasonally adjusted, and originally reported in thousands of dollars.
The separate 2024 AIES activity table reported $12.125652 billion in furniture and home furnishings e-commerce sales for electronic shopping and mail-order houses whose primary business activity was classified under NAICS 4541. Its coefficient of variation was 1.0%, an estimation-precision indicator rather than a sales share.
Source: U.S. Census Bureau, 2024 AIES activity table.
The activity-table measure and the store-industry series use different classification frames and should not be added together as one market total.
Wayfair Marketplace and Customer Statistics
Wayfair’s filing illustrates the scale of a specialist home-commerce marketplace. At December 31, 2024, the company reported more than 30 million products, more than 20,000 suppliers and 21 million active customers.
During the year ended December 31, 2024, repeat buyers accounted for 80.1% of Wayfair orders. The company defines this as an order-based metric; it does not mean that 80.1% of customers were repeat buyers.
Wayfair’s consolidated net revenue decreased 1.3% in 2024 compared with 2023. These are company-reported marketplace and financial measures, not estimates of the total home furnishing ecommerce market.
Source: Wayfair Inc. 2024 Form 10-K.
Arhaus Omnichannel Ecommerce Statistics
Arhaus provides a different channel model: an online presence combined with a showroom network and a largely exclusive assortment. It operated 103 showrooms at December 31, 2024 and worked with more than 400 direct-sourcing vendors during 2024.
Approximately 95% of Arhaus products, measured by 2024 net revenue, could only be purchased from Arhaus. That figure describes product exclusivity by net-revenue basis, not the share of sales completed online.
Arhaus reported a 9% decrease in consolidated net revenue in 2024 compared with 2023. The company’s showroom count, vendor count, exclusivity estimate and revenue change describe its own population and business model, so they are not directly comparable with Wayfair’s marketplace measures.
Source: Arhaus, Inc. 2024 Form 10-K.
Ethan Allen Retail, Manufacturing and Order Data
Ethan Allen operated 142 company-operated retail design centers at June 30, 2024: 138 in the United States and four in Canada. It also reported 45 independently operated design centers across the United States, Asia, the Middle East and Europe; those locations are separate from the 142 company-operated centers.
The company manufactured approximately 75% of its furniture in North American plants in fiscal 2024 and owned and operated 10 manufacturing facilities in the United States, Mexico and Honduras. Its company-operated design centers averaged approximately 13,800 square feet in fiscal 2024, while 20 centers opened or relocated during the preceding five years averaged 7,600 square feet.
| Ethan Allen measure | Fiscal 2024 comparison |
|---|---|
| Consolidated net sales | Decreased $145.2 million, or 18.3% |
| Retail sales through company-operated design centers | Decreased 18.4% |
| Wholesale net sales | Decreased 17.5% |
| Wholesale written orders | Decreased 10.9% |
| Independent U.S. retailer orders | Decreased 10.4% |
| International retailer orders | Decreased 1.7% |
| Company-operated design-center orders | Decreased 9.5% |
| Contract orders | Decreased 23.1% |
Source: Ethan Allen Interiors Inc. Fiscal 2024 Form 10-K.
The fiscal year ended June 30, 2024; written orders are not delivered sales, and these measures are not consumer e-commerce results.
Ethan Allen’s wholesale backlog was $53.5 million at June 30, 2024, down 27.7% from a year earlier. Retail net sales represented 83.6% of consolidated net sales in fiscal 2024, but that retail segment includes company-operated design-center retail rather than online-only sales.
Retailer Filing Measures: Margins, Mix and Concentration
Company filings also show how home furnishing businesses measure outcomes beyond traffic or order volume. These figures are accounting, product-mix or concentration measures and should not be read as ecommerce-only performance indicators.
- In fiscal 2024, Ethan Allen’s consolidated gross margin was 60.8%.
- In fiscal 2024, Ethan Allen’s adjusted operating income was $77.9 million, or 12.1% of net sales, excluding specified restructuring and other charges.
- In fiscal 2024, Ethan Allen retail operating income was $24.7 million, or 4.6% of retail net sales.
- In fiscal 2024, Ethan Allen wholesale product-line revenue was 49% upholstered products, 32% case goods and 19% home accents and other.
- In fiscal 2024, Ethan Allen retail product-line revenue was 50% upholstered products, 28% case goods and 22% home accents and other.
- In fiscal 2024, Ethan Allen’s 10 largest wholesale customers represented 22% of wholesale sales.
- In fiscal 2024, Ethan Allen’s largest individual wholesale customers represented 7% of consolidated net sales.
These measures help distinguish product mix, operating profitability and wholesale concentration from consumer adoption.
The filings do not provide a single comparable online-only margin, product mix or customer-concentration measure across Wayfair, Arhaus and Ethan Allen.