Tactics to Improve Your E-Commerce Approach

Today, there are countless touchpoints available to connect brands with shoppers throughout the product life cycle.

But how do consumers prefer to shop? And what motivates them to buy home goods in the current economic climate?

These questions, among others, were posed to more than 3,000 U.S. consumers who had purchased at least one home furnishings product online in the last 12 months.

The findings were revealed in a recent report that provides valuable insights to help brands refine their omnichannel strategy so they can more effectively attract and engage shoppers in a competitive landscape.

Shopping Preferences
It should come as no surprise that social media is the top choice for product discovery. Platforms like TikTok and Instagram offer users immersive, short-form videos, allowing viewers to experience a product effortlessly.

But while social media is the most popular channel for discovering products, it ranks lower for purchasing. In fact, 48 per cent of consumers prefer to buy in-store, primarily due to the ability to see, touch and test a product’s durability.

Meanwhile, 28 per cent of consumers favour online shopping, while 24 per cent express no preference. Those who prefer shopping online value conveniences like home delivery, 24-7 access and better promotions.

Although in-store shopping still leads, the fact that it’s below 50 per cent signals a shift in consumer behaviour for an industry historically dominated by brick-and-mortar. This suggests that although certain in-store experiences are difficult to replicate, a substantial portion of consumers are now willing to forego them in favour of the convenience and flexibility that online shopping provides.

Additionally, when it comes to browsing and purchasing online, most consumers gravitate toward big-box stores and online marketplaces, particularly for products ranging between $100-$499. This highlights the need for a unified omnichannel strategy across various touchpoints, as consumers frequently switch between channels throughout their shopping journey. Effective product feed management tools like Feedonomics enable brands to centralize and streamline this process, ensuring a smooth and consistent experience for consumers across all channels.

The Promotion Effect
Promotions have long been a powerful way to attract consumers and can even shift established shopping behaviours. In fact, 82 per cent of shoppers who prefer in-store purchases would likely buy online if offered an online-only promotion. Similarly, 76 per cent of online shoppers would consider purchasing at a physical store if presented with an in-store-only promotion.

This shows that even promotions with limitations create a sense of urgency that can drive a sale, regardless of shopping preference. The key to effective promotions is simplicity. Shoppers tend to favour straightforward offers like percentage discounts, ‘buy one, get one free’ deals and free gifts with purchase.

While promotions are effective for attracting new customers, they’re also an excellent way to reward loyal shoppers. Although offering discounts to existing customers may impact margins, it increases their lifetime value by encouraging repeat purchases and recommendations. Additionally, promotions provide an opportunity to clear out unwanted inventory and optimize pricing.

When delivering promotions, e-mail is the most efficacious channel, preferred by 55 per cent of consumers. This is likely due to the trust consumers place in brands when they share their e-mail during purchases or account creation. To maximize promotional impact, brands should leverage first-party data to tailor offers to consumers’ demographics and personalize deals based on their browsing history.

Flexible Payments
In the home furnishings space, flexible payment options like buy now, pay later (BNPL) are no longer a perk. More than two-thirds of shoppers expect to see BNPL options when shopping online, especially for big-ticket items.

Most shoppers use this payment option for indoor furniture, bedroom essentials and outdoor furniture. These items typically come with higher price points that can feel out of reach for a one-time payment. By breaking down a $2,000 mattress into a manageable $400 monthly payment over five months, for example, BNPL allows consumers to feel more comfortable making these purchases.

The home furnishings industry initially faced challenges with BNPL services due to transaction limits, which often capped out at $1,500. However, as the popularity of BNPL has grown, these limits have increased significantly — sometimes to as much as $10,000 or more. This means more businesses can offer BNPL for their high-cost items, expanding consumer access and affordability.

Convenient Pick Up
Buy online, pick up in store (BOPIS) has become a must-have feature in home furnishings. Sixty-nine per cent of consumers have used BOPIS in the last year, with 80 per cent purchasing additional items when they arrived to pick up their orders. This makes BOPIS not just a convenience but a valuable upselling opportunity.
In an industry with long lead times, BOPIS offers immediate availability, which can drive urgency for customers who need items quickly. It also helps customers avoid high shipping costs on bulky items, making it an attractive option.

To maximize BOPIS, brands can strategically display complementary products near the pickup area, encouraging additional purchases. Peak shopping seasons like Cyber Week further boost BOPIS’s value as customers seek quick and convenient shopping options.

Emerging Technologies
Artificial intelligence (AI), augmented reality (AR) and virtual reality (VR) are transforming the home furnishings industry by enhancing the shopping experience and building customer confidence. Forty-two per cent of consumers haven’t yet used these tools for furniture purchases but those who have felt more confident in their choices, ultimately reducing return rates.

AI tools like chatbots and product recommendations help guide customers to the right items, while AR enables them to visualize products in their own spaces. VR offers immersive experiences, allowing consumers to explore products online as if they were in a physical showroom.

Though VR requires a larger investment, more accessible technologies like AI and AR can provide significant value. By adopting these tools, brands can meet today’s consumer expectations, reduce returns and create a seamless, confidence-boosting shopping journey.

MJ Barazon is product marketing manager at BigCommerce, a leading open software-as-a-service and composable e-commerce platform that empowers brands and retailers of all sizes to build, innovate and grow their businesses online. BigCommerce provides its customers sophisticated enterprise-grade functionality, customization and performance with simplicity and ease-of-use. The company’s newest consumer report, The Omnichannel Customer Journey: The New Buyer Experience for Home Furnishings Shoppers, serves as the basis for this article.