Amazon is the largest online furniture retailer in the United Kingdom, Spain, and Italy. In France, however, the American giant falls behind Ikea, which also ranks in the top three in other major European countries. Only in Germany does a local player, Otto, lead the market.
The furniture market has seen significant interest in recent years: “Post-pandemic repercussions have sparked a keen interest in the furniture market.
Whether it is a new sofa, garden furniture, redecorating, or purchasing plants, the goal was clear: upgrade your home and feel comfortable – significantly impacting the furniture market.”
Consumers are increasingly spending their furniture budget online, even after the pandemic, according to Fox Intelligence: “Although furniture purchases are still heavily favored in physical stores, ecommerce is gaining ground year after year.”
In 2024, furniture buyers highly value personalization, delivery options, and product sustainability.
Marketplaces, in particular, benefit from this online growth. This shift forces established players to look for new paths: “Since the pandemic, the scale has shifted,” the researchers state.
Traditional sector players have had to rethink their strategies to adapt to new consumption modes. For example, Maisons du Monde launched its marketplace in 2022.
Fox Intelligence has compiled a top 5 of online furniture retailers in the five largest European markets. Marketplace giant Amazon and Europe’s cross-border top seller Ikea lead the top retailers in France, Italy, and Spain.
Particularly in Spain, Amazon’s dominance is significant, with a market share of 45 percent according to Fox Intelligence.
In the United Kingdom, local player DFS occupies second place between Amazon and Ikea, while in Germany, Otto still surpasses both companies.
