The subsegment represented by users older than 41 years perform the 55% of operations on credit that occur in this type of business. This is what emerges from the study on e-commerce trends in the home and decoration sector carried out by Aplazame.
For Aplazame, the participation in the e-commerce of home and decoration products of this group of more senior users has been boosted as a result of the pandemic and represents a great opportunity for the sector. In addition to having greater purchasing power, this group is characterized by carrying out some more thoughtful buying processeswhich reduces the number of abandonments prior to the time of payment.
Aplazame’s analysis also reveals that the average ticket financed in the purchase of furniture and decorative items for the home amounts to 530 euros and that it is women who lead purchases in this sector, with 68% of online purchases financed, compared to 32% of men.
Likewise, the study advances that in the horizon of the next three to five years the key market group will be made up of post-millennials, located in the position of becoming independent and buying or renting their first home. Currently, this group, represented by the age segment between 19 and 27 years old, represents only 7% of financed furniture and decoration items operations, according to data from Aplazame.
A turnover of more than 1,630 million in 2021
The growth of the online channel for the home and decoration sector is constant. This can be deduced from the data relating to the turnover of this segment in Spain, which amounted to more than 1,630 million euros in 2021according to the latest data available from the sector, and it is also expected that next year 30% of the market will be generated through online sales.
In this regard, it is interesting to note that this category of products occupies the third position in mobile traffic in Spain, representing 15% of the entire online market.
The best-selling products both online and offline in 2021 were, in this order, beds and bedrooms, living room and dining room furniture, lighting fixtures, office furniture, and kitchen furniture.
Challenges of ecommerce in the home and decoration sector
Aplazame points out in its report that, due to the rapid growth of online commerce that the Home sector has experienced as a result of the pandemic, it will face some important challenges in the short term.
Among them, provide Easier shipping systems and, as far as possible, reduce or even make deliveries free, as these are factors that increase the conversion rate at check-out. Likewise, he considers that offering flexible payment methods, such as financing, also boosts sales at check-out, taking into account that we are dealing with a type of product that has a medium-high price.
The financial platform points out as key aspects for the sector in the future the use of modes of transport that guarantee a low carbon footprint, while it will become a growing demand by customers, as well as the use of technologies such as Artificial Intelligence, in order to provide them with immersive experiences through augmented reality showrooms and virtual consulting.
