Internet Retailer’s new 2019 Online Home Goods report details and analyzes the current state of online home goods sales with exclusive research, data, interviews and surveys.

The growth of the online home goods market slowed in 2018—but not by much. Sales for the 100 e-retailers in the Housewares/Home Furnishings category—in the Internet Retailer Top 1000 ranking of North America’s leading web merchants—grew 27.0% in 2018, down from 29.5% in 2017.

Among the 14 merchandise categories tracked by Internet Retailer, 2018 sales growth among the Housewares/Home Furnishings retailers ranked second only to the 31.1% growth among the 35 Food/Beverage retailers in the Top 1000, according to the just-released Internet Retailer 2019 Online Home Goods Report. Also included in the report are results of an exclusive consumer survey about online home goods shopping habits.

Online sales represented 93.7% of the growth in home goods sales in 2018 and accounted for 22.8% of home goods retail purchases. Compared with 2017, online sales of home goods grew 23.7% in 2018. The top seller in this market is Amazon.com Inc. (No. 1 in the Internet Retailer 2019 Top 1000).

The fastest-growing dedicated home goods retailer in 2018 was a company now known as Resident—a web-only mattress, furniture and home accessories brand. The company posted year-over-year growth of 525.0%, making it the fastest-growing retailer of any kind in the Top 1000.

The mattress brand Nectar Sleep established Resident Home in 2019 as the parent for Nectar and its affiliated brands, which include a newly launched furniture brand called Bundle, the Wovenly rug brand and three additional mattress brands. The other mattress brands are Awara Sleep, an eco-friendly, hybrid (foam plus springs) mattress; DreamCloud, which combines latex and pocketed micro coils; and the Level therapeutic mattress.

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Nectar began selling mattresses in stores in January 2019, starting with a rollout to Mattress Warehouse’s network of more than 250 stores along the East Coast, Craig Schmeizer, co-founder of Resident says. Nectar now distributes mattresses in 1,100 stores and expects to increase that to 2,500 by year-end.

Resident is not the only web-only home goods retailer moving into the bricks-and-mortar space. For example, Wayfair Inc. earlier this year announced plans to open its first physical store in fall 2019 in Natick, Massachusetts.

The 64-page Online Home Goods Report provides data and in-depth analysis of online home goods merchants and their strategies for further expanding their share of one of retailing’s most important markets. It includes:

  • Full ranking of America’s 100 largest home goods online retailers, ranked by 2018 web sales.
  • List of the 10 fastest-growing home goods e-retailers, including their 2018 growth rates and where they rank among Internet Retailer’s Top 1000 web merchants.
  • Amazon’s web sales in the home goods category in 2017 and 2018.
  • Data on sales growth, median conversion rates and median average tickets of each of eight home goods subcategories, such as home décor and kitchen/bath.
  • Key demographic data, including income level, gender and age group of home goods shoppers.
  • In-depth look at Wayfair’s struggle to generate profit.

The 2019 Online Home Goods Report  can be downloaded now as a PDF for $299. Digital Commerce 360 Gold and Platinum Members receive a complimentary copy of this report as a part of their membership.

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