Mass merchants control more than half of online home goods sales. But dedicated merchants—those that specialize in furniture, bedding, small appliances and other home goods—are growing as well.
The Internet Retailer 2019 Top 1000 includes 100 retailers that specialize in home goods. Those include web-only retailer Wayfair Inc. (No. 12 in the Top 1000), store chain Williams-Sonoma Inc. (No. 31), online-only mattress brand Casper (No. 126) and Nectar (No. 112), which sells mattresses, furniture and other home goods.
Despite increasing competition from mass merchants such as Amazon.com Inc. (No. 1) and Walmart Inc. (No. 3), most of the 100 category-specific retailers in the Top 1000 had respectable sales growth in 2018. Among those retailers, 80 grew 10.0% or more in 2018, 37 grew at least 25.0% and eight had online sales growth of at least 50.0%, according to Internet Retailer data. Only three merchants—Fragrant Jewels LLC (No. 877), Tempur-Pedic (No. 662) and Bellacor Inc. (No. 847)—sold less online in 2018 than in 2017. Sales growth for the group as a whole was 27.0%.
Together, the 100 home goods e-retailers in the Top 1000 controlled 43.2% of the online home good market in 2018, while mass-merchant retailers—those that sell home goods along with other kinds of merchandise—controlled 56.8%.
Read Internet Retailer’s analysis on the online home goods market, based on its findings from the 2019 Online Home Goods Report. Sign up for a free strategy membership to read the rest of this article, which includes two more charts with the growth rates of the 10 largest online home goods retailers and fastest-growing home goods retailers, or sign in below.
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