How does online competition affect a furniture store purchase?

Furniture is one of the easiest things to compare online, and shoppers often look at a piece in a showroom and then check the price at home. A buyer therefore needs to know where the store really wins customers. These checks show how the business compares with online sellers.

Showroom sales and online sales

Ask for sales split between showroom and web orders, and whether the store sells online at all. Look at how many customers visited and bought, and what share were repeat. A store that sells mostly to people who walk in needs foot traffic and a reason to visit. One that sells online faces a wider field of rivals.

Delivery, assembly and service

Local delivery, assembly, haul-away and repairs are things a shopper may value and a distant seller may not match. Ask what the store offers, what it costs to run and whether customers pay for it or it is bundled in. Service that customers appreciate can justify a visit, but only if it is reliable.

Special orders and price-matching

Custom and special-order pieces often bring in customers who cannot just click elsewhere. Ask how many sales are special orders and how supplier lead times are handled. Ask also whether the store matches online prices, since that can squeeze margins. Compare margins by product line, not just in total.

The store’s own web presence

Check the website, the online listings and customer reviews. A store that is easy to find and shows its stock gives a buyer more to build on. See the furniture retailer guide for the other checks.