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Aug 28 2018

Online business with furniture growing

Buying furniture in the Internet is becoming increasingly popular with consumers, but still has a lot of additional potential, is the conclusion reached in a recent press information of the Association of the German Furniture Industry (VDM).

This is due, for one thing, to the fact that the price and discount fixing in the Internet is not yet as pronounced as in the strongly concentrated stationary trade. On the other hand, short delivery times and availability from Germany typical of the online trade are principally handled more flexibly than from Asia.

Additional online potential

A total share of around 14 percent for online shopping has been registered. This figure is twice as high as that indicated by the official sales channels statistics. In addition, single households and under 30s are clearly ahead.

The association sees clear chances for the furniture economy here, because the young target group will surely no longer want to dispense with the online purchase of furniture in future. New customers with online experience are also on the way, while even the other age groups will grow accustomed to purchasing furniture in the Internet.

Industry and the trade are therefore well advised to address this potential with attractive concepts and target group-compatible information extending beyond supplement advertising.

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