全球家具电子商务市场前景及投资研究报告-培训课件外文版2024.5慕斯

INDUSTRIES

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MARKETSFurnituree-commerceworldwideCHAPTER

01OverviewRevenueofthefurnituremarketworldwidefrom2014to2027(inbillionU.S.dollars)Revenueofthefurnitureindustryworldwide2014-20271,0009008007006005004003002001000201420152016201720182019202020212022202320242025202620273Description:Theglobalrevenueinthefurnituremarketwasforecasttocontinuouslyincreasebetween2023and2027by165.7billionU.S.dollars(+21.63percent).Therevenueisestimatedtoamountto931.9billionU.S.dollarsin2027.Findfurtherinformationconcerningtherevenueinthefurnituremarketbylookingatothercountries,suchastheUnitedStatesandRussia.ReadmoreNote(s):Worldwide;2014to2027Source(s):ConsumerMarketInsightsRevenueofthefurnituremarketworldwidein2022,bycountry(inmillionU.S.dollars)Revenueofthefurnituremarketworldwide2022,bycountryRevenueinmillionU.S.dollars100,000050,000150,000200,000250,000UnitedStatesChina235,214.1782,334.42GermanyFranceUnitedKingdomJapan50,217.5624,471.5322,250.4220,214.02Canada17,703.61Brazil12,298.66Russia11,564.7910,494.8510,143.1AustraliaNetherlandsSpain9,798.01SouthKorea8,876.594Description:Comparingthe21selectedregionsregardingtherevenueinthefurnituremarket,theUnitedStatesisleadingtheranking(235.2billionU.S.dollars)andisfollowedbyChinawith82.3billionU.S.dollars.AttheotherendofthespectrumisSwitzerlandwith5.3billionU.S.dollars,indicatingadifferenceof229.9billionU.S.dollarstotheUnitedStates.ReadmoreNote(s):Worldwide;Jan1sttoDec31st2022Source(s):ConsumerMarketInsightsMarketsizeoffurnituree-commerceworldwidefrom2021to2030(inbillionU.S.dollars)E-commercefurnituremarketsizeworldwide2021-20304540413937363435333130293025201510528020212022*202320242025202620272028202920305Description:Globally,thefurnituree-commerceindustrygeneratedapproximately27.74billionU.S.dollarsin2021.By2030,thesizeofthefurnituree-commercemarketworldwideisforecasttoreachabout41billionU.S.dollars.

ReadmoreNote(s):Worldwide;2021to2030;*This

estimateisbasedonthe2030valuesandthecompoundannualgrowthratefrom2022to2030of4.4%,whichwereprovidedbythesource.Anexponentialdevelopmentofthemarketwas[...]

ReadmoreSource(s):GlobeNewswire;NextMoveStrategyConsultingFurnituree-commercemarketrevenueworldwidein2023,bycountry(inbillionU.S.dollars)Furnituree-commercerevenueworldwide2023,bycountryRevenueinbillionU.S.dollars40

5001020306070809090.38100UnitedStatesChina45.79GermanyJapan14.668.948.57UnitedKingdomFrance6.626/statistics/1403269/furniture-e-commerce-revenue-by-countryIn2023,theUnitedStateswasthebiggestmarketforfurnituree-commerceworldwide,withestimatedrevenuesexceedingthe90-billion-dollar-mark.Chinarankedsecond,withfurnituree-retailrevenuesreachingapproximately45.8billionU.S.dollars.ReadmoreNote(s):UnitedStates;2023*;*EstimatesasofJuly2023.Figureshavebeenrounded.DataprovidedbyMarketInsightsareestimates.ReadmoreSource(s):DigitalMarketInsightsValueofaverageonlineorder(AOV)ofhomefurnitureproductsworldwidefrom4thquarter2020to2ndquarter2023(inU.S.dollars)Quarterlyaverageonlineordervalueofhomefurnitureworldwide2020-2023500447.24442.23433.245040035030025020015010050430.3428.15421.93415.8417.73405.58385.13334.40Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'237/statistics/1334010/home-furniture-average-online-order-valueGlobally,theaverageonlineordervalue(AOV)ofhomefurnitureitemswasapproximately422U.S.dollarsinthesecondquarterof2023.Overthetwo-yearsurveyperiod,thehighestrecordedAOVwas447U.S.dollarsinthefirstquarterof2023.

ReadmoreNote(s):Worldwide;Q42020toQ22023Source(s):SalesforceResearchOnlinechannelmostlikelytobeusedtopurchasehomefurnishingsworldwidein2022Mostusedonlinechannelstopurchasehomefurnishingsworldwide2022Shareofrespondents6%

8%0%2%4%10%12%14%16%18%20%AmazonIneverbuythisproductonlineRetailersites18%17%15%Brandwebsite10%OthermarketplacesMercadoLibre9%7%SocialmediasitesRetailers'mobileappsNoanswer5%5%4%Other3%Viaanaggregator/deliveryappComparisonsitesSecond-handsites2%2%2%8Description:In2022,18percentofglobalrespondentsnamedAmazonasthemostlikelyplacetheywouldpurchasehomefurnishingsonline,morethananyotherpurchasechannel.Thesecondmostpopularchannelwasretailersites,namedby15percentofrespondents.Notably,significantfractionofrespondents(17percent)saidtheyneverbuyhomefurnishingproductsonline.ReadmoreNote(s):Worldwide;March25toApril7,2022;16yearsandolderSource(s):Censuswide;WundermanThompsonCommerceCHAPTER

02KeymarketsFurnituree-commercemarketrevenueintheUnitedStatesfrom2017to2027(inbillionU.S.dollars)Furnituree-commercerevenueintheU.S.2017-2027140120100118.6114110.6100.292.1890.1290.3881.8480604020066.8463.8661.522017201820192020202120222023202420252026202710Description:In2022,thefurnituree-commercemarketintheUnitedStateswasestimatedatapproximately90.1billionU.S.dollars.By2027,forecastssuggesttheonlinefurnituremarketwillgeneraterevenuesexceeding118billiondollars.

ReadmoreNote(s):UnitedStates;2017to2027Source(s):DigitalMarketInsightsMonthlye-commerceretailsalesoffurniture,lighting,andhouseholdarticlesinGreatBritainfromJanuary2018toJuly2022(inmillionBritishpounds)Monthlyfurnituree-commercesalesinGreatBritain2018-202255050045040035030025020015010050Jan

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'2211Description:InMarch2021,onlineretailsalesoffurniture,lighting,andhouseholdarticlespeakedinGreatBritain,reachingapproximately505millionBritishpounds.ThisrepresentsmorethandoublethesalesfiguresrecordedinMarch2020and2019,whenfurnituree-commercesaleswerearound211millionand178millionpounds,respectively.ReadmoreNote(s):UnitedKingdom;January2018toJuly2022Source(s):OfficeforNationalStatistics(UK)Furnituree-commercemarketrevenueinGermanyfrom2017to2027(inbillionU.S.dollars)Furnituree-commercerevenueinGermany2017-202725201520.2719.1818.2416.3815.2114.6612.6212.279.151058.247.4402017201820192020202120222023202420252026202712Description:Between2017and2021,revenuesinthefurnituree-commercemarketinGermanymorethandoubled,increasingfromanestimated7.44billionU.S.dollarsin2017tomorethan15billionU.S.dollarsin2021.Forecastssuggestthatrevenueswillcontinuetoincrease,reachinganestimated20.3billionU.S.dollarsby2027.ReadmoreNote(s):Germany;2017to2027Source(s):DigitalMarketInsightsOnlinesalesofthefurnituremarketinFrancefrom2018to2022(inbillioneuros)Furnituree-commercesalesinFrance2018-20221.21.11.031.020.970.971.00.80.60.40.20.02018201920202021202213Description:InFrance,thee-commercefurnituremarketgeneratedsalesreachingalittleoveronebillioneurosin2022,decreasingslightlyfromthepreviousyear'sfigureof1.1billioneurosine-commercesales.

ReadmoreNote(s):France;2018to2022Source(s):IPEACHAPTER

03Leadinge-tailersMostpopularonlinestoresinthefurnitureandappliancessegmentworldwidein2022,bye-commercenetsales(inmillionU.S.dollars)Furniture&appliances:top10onlinestoresworldwidein2022E-commercerevenueinmillionU.S.dollars05,00010,00015,00020,00025,00030,00035,00030,68818,68413,20512,99612,5759,9948,1887,8944,0003,39315Description:Thisstatisticpresentsarankingofthemostpopularonlinestoresworldwideinthefurnitureandappliancessegmentin2022,sortedbyannualnete-commercesales.ReadmoreNote(s):Worldwide;2022Source(s):ecommerceDB.comMostpopularonlinestoresinthefurnitureandappliancessegmentinGreaterChinain2022,bye-commercenetsales(inmillionU.S.dollars)LeadingfurnitureandappliancesonlinestoresinGreaterChinain2022E-commercerevenueinmillionU.S.dollars05,00010,00015,00020,00025,00030,00035,00030,53513,1399,9442,2191,65216Description:In2022,wastheleadingonlinestoreinthefurnitureandappliancessegmentinGreaterChina,generatinge-commercenetsalesexceeding30billionU.S.dollarsthatyear.ReadmoreNote(s):2022Source(s):ecommerceDB.comLeadinghomewarewebsitesintheUnitedStatesinthe2ndquarter2023,byshareofvoiceLeadingwebsitesinthehomewaresectorintheU.S.2023,byshareofvoiceShareofvoice*0%2%4%6%8%10%12%11.21%8.73%4.61%4.46%3.07%2.9%2.58%2.46%1.48%1.37%1.24%1.1%0.92%17/statistics/1399634/leading-homeware-websites-by-sov-united-statesAcrosstheU.S.homewareretailsector,themarketplaceofAmazonistheleadingwebsiteintermsofshareofvoice,accountingfor11.21percentbetweenAprilandJune2023.HomeDepotwasthesecondmostpopularwebsite,with8.73shareofvoice.ReadmoreNote(s):UnitedStates;Q22023Source(s):PiDatametricsLeadinghomewarewebsitesintheUnitedKingdom(UK)inthe2ndquarter2023,byshareofvoiceLeadingwebsitesinthehomewaresectorintheUK2023,byshareofvoiceShareofvoice*4%0%1%2%3%5%6%7%8%9%10%amazon.co.ukargos.co.uk8.8%8.02%4.42%4.05%3.96%wayfair.co.uktherange.co.uknext.co.ukdreams.co.ukwickes.co.ukebay.co.uk2.99%2.56%2.17%1.96%1.62%1.6%1.23%1.1%18Description:AcrosstheUKhomewaresector,themarketplaceofAmazonistheleadingwebsiteintermsofshareofvoice,accountingfor8.8percentbetweenAprilandJune2023.Argoswasthesecondmostpopularwebsite,with8.02shareofvoice.

ReadmoreNote(s):UnitedKingdom;Q22023Source(s):PiDatametricsLeadingonlinestoresinthefurnitureandappliancessegmentinGermanyin2022,bye-commercenetsales(inmillionU.S.dollars)Germany:Top10Furniture&Appliancesonlinestores2022E-commercerevenueinmillionU.S.dollars05001,0001,5002,0002,500amazon.deotto.de2,253.91,858.51,208.7mediamarkt.desaturn.dehome24.dexxxlutz.delidl.de658330.8264.7259.8259.3249.7wayfair.detchibo.de162.219Description:In2022,amazon.dewastheonlinestorethatgeneratedthehighestamountofe-commercenetsalesinthefurnitureandhouseholdappliancessegmentinGermany.Otto.deandrankedsecondandthird,respectively.

ReadmoreNote(s):2022Source(s):ecommerceDB.com;MostpopularfurnitureandappliancesonlinestoresinFrancein2022,bye-commercenetsales(inmillionU.S.dollars)Furniture&appliances:top5onlinestoresinFrancein2022E-commercerevenueinmillionU.S.dollars0100200300400500600700800amazon.fr720520.3auchan.fr509.5417.439720Description:In2022,amazon.frleadtherankingofthetoponlinestoresinthefurnitureandhouseholdappliancessegmentinFrance,withe-commercenetsalesreaching720millionU.S.dollarsinthatsegment.IKEArankedsecond,with520milliondollarsinonlinesales,followedbywith509.5million.ReadmoreNote(s):France;2022Source(s):ecommerceDB.comNetrevenueofWayfairworldwidefrom2012to2022(inmillionU.S.dollars)Wayfairnetrevenue2012-202216,00014,00012,00010,0008,00014,14513,70812,2189,1276,7796,0004,72120174,0003,38020162,25020152,0006011,31920149160201220132018201920202021202221Description:TheBoston-basedhomegoodse-retailer,Wayfair,generatedapproximately12.22billionU.S.dollarsinnetrevenuesin2022,adeclinecomparedtothe13.71billiondollarsreportedintheprecedingyear.WiththeonsetoftheCOVID-19pandemicin2020,Wayfairachievedthemostsuccessfulsalesyeartodate.Wayfairgeneratesthemajorityofitsrevenuesviadirectretailsales.ReadmoreNote(s):Worldwide;2012to2022Source(s):WayfairOnlinesalesshareofHomeDepot'snetsalesfrom2019to2022HomeDepot:e-commerceasshareoftotalsales2019-202216%14.4%14.2%13.7%14%12%10%8%9.3%6%4%2%0%201920202021202222Description:In2022,approximately14.2percentofHomeDepot'snetsalesweregeneratedthroughe-commerce.Incomparison,thehomeimprovementcompanyhadjustundertenpercentoftheirsalesbeingmadeonlinein2019.

ReadmoreNote(s):Worldwide,UnitedStates;2019to2022Source(s):HomeDepotE-Commercenetsalesofargos.co.ukfrom2016to2022(inmillionU.S.dollars)argos.co.uk:E-Commercenetsalesfrom2016to20226,0005,5005,0004,5004,0003,5005,4835,1934,6533,23320183,22220193,00320172,97120163,0002,50020202021202223Description:argos.co.uk,operatedbyArgos,Ltd.,isanonlinestorewithnationally-focusedsales.Itse-commercenetsalesincreasedfrom2.97billionU.S.dollarsin2016tomorethan4.6billionU.S.dollarsin2022andtheyaregeneratedalmostentirelyintheUnitedKingdom.Withregardstotheproductrange,argos.co.ukisanall-roundonlinestore,withproductsonofferthatcoverdifferentcategories,suchas"Toys,Hobby&DIY","Electronics&Media"aswellas"Furniture&Appliances".Theonline[...]

ReadmoreNote(s):2023Source(s):ecommerceDB.com;E-commercerevenuesofonlineretailerOTTOfrom2012/13to2022/23(inmillioneuros)RevenuesofonlineretailerOTTO2012-2022/236,0005,0004,0003,0005,1244,5004,5203,5003,2002,9562,7242,5612,3352,27013/142,12612/132,0001,000014/1515/1616/1717/1818/1919/2020/2121/2222/2324Description:Inthe2022/23financialyear,OTTOhadgeneratedrevenuesworth4.5billioneurosine-commerce.Adecreasecomparedtothepreviousyearat5.1billioneuros.

ReadmoreNote(s):Germany;Financialyears2012/13to2022/23;FinancialyearuntilendofFebruarySource(s):OttoCHAPTER

04ConsumerbehaviorPercentageofbasketscreatedthatdidnotresultinacompletedorderworldwidein1stquarter2023,bycategoryanddeviceCartabandonmentrate2023,bycategoryanddeviceCartabandonmentrateTablet30%Mobile40%Computer50%0%10%20%60%70%80%90%100%HomefurnitureLuxuryhandbagsBeautyandmakeupHandbagsandluggageLuxuryapparelApparelHome,otherToysandlearningHome,dining,art,anddecorSportinggoodsFootwearHomeappliances26Description:Whenshoppingforhomefurnitureonline,consumersveryfrequentlyenduphavingsecondthoughts,pullingoutofatransactionandleavingtheorderincomplete:inthefirstquarterof2023,roughlynineintenbasketscreatedworldwidedidnotresultinacompletedorder.Witharateof93percent,cartabandonmentwasmostcommonamongmobileshoppersduringthatquarter.ReadmoreNote(s):Worldwide;Q12023Source(s):SalesforceResearchShareofglobalconsumerspurchasinghomeandgardenproductsonlineonamonthlybasisin2ndquarter2023,bycountryShareofshoppersbuyinghomeandgardenproductsonline2023,bycountryShareofrespondents0%5%10%15%20%25%30%35%GlobalUnitedStatesUnitedKingdomGermany20%31%27%26%Poland25%CzechRepublicItaly23%22%22%AustraliaFrance21%NetherlandsSpain20%18%NewZealandBelgium17%16%27Description:Inthesecondquarterof2023,approximately27percentofshoppersintheUnitedKingdom(UK)reportedbuyinghomeandgardenproductsonline.IntheUnitedStates,thatfigurestoodat31percent.

ReadmoreNote(s):Worldwide;Q22023;19,293respondentsSource(s):Klarna;NepaShareofonlinebuyersthatpurchasedsmallhomefurnitureanddecorationonlineinEuropein2022,bycountryShareofe-shopperspurchasingsmallfurnitureonlineinEurope2022,bycountryShareofrespondents0%5%10%15%20%25%30%35%40%ItalyAustria36%36%France35%Poland35%35%SwitzerlandRomaniaIreland33%31%31%31%UnitedKingdomCzechiaGermanyHungarySpain30%30%28%Slovakia27%28Description:InEurope,ItalyandAustriahadthehighestpercentageofonlineshoppersbuyingsmallhomefurnitureanddecorationthroughonlinechannelsin2022.ComparedtoItaly's36percent,Romaniahadaroundathirdofitse-shopperspurchasingsmallfurnitureanddecoonline.ReadmoreNote(s):Europe;May30toJuly26,2022;23,974*;18yearsandolder;regulare-shoppers;*Between800and1,525participantswereinterviewedpercountry.AllrespondentshadpurchasedphysicalgoodsonlinesinceJanuary2022,andreceived[...]

ReadmoreSource(s):DPD;GfKFrequencyinwhichonlineshopperspurchasedsmallhomefurniture/decorationandheavyfurnitureinEuropein2022FrequencyofonlinepurchasesofsmallvsheavyfurnitureinEurope2022Smallhomefurniture/decorationHeavyhomefurniture31%40%35%30%25%20%15%10%5%35%33%31%16%13%11%8%7%7%5%3%0%Atleastonceaweek2or3timesamonthOnceamonthOnceevery2or3months

AtleastonceortwiceayearEvery2yearsorlessoften29Description:In2022,approximately31percentofEuropeanonlineshoppersreportedpurchasingheavyhomefurnitureeverytwoyearsorlessoften.Incontrast,some35percentreportedpurchasingsmallhomefurnitureanddecorationonlineatleastonceortwiceayear.ReadmoreNote(s):Europe;May30toJuly26,2022;23,974*;18yearsandolder;regulare-shoppers;*Between800and1,525participantswereinterviewedpercountry.AllrespondentshadpurchasedphysicalgoodsonlinesinceJanuary2022,andreceived[...]

ReadmoreSource(s):DPD;GfKPreferredpurchasingchannelsforfurnitureintheUnitedStatesin2022ShareofU.S.shopperspurchasingfurnitureonlineversusin-store202260%53%50%40%30%25%18%20%10%0%In-storeE-commercesiteBrand'swebsite30Description:AccordingtoasurveyconductedinMarch2022intheUnitedStates,morethanhalfofrespondents(53percent)reportedthattheyshoppedforfurniturein-store.Incomparison,around43percentreportedtheyshoppedforfurnitureonline:25percentoptedforane-commerceplatform,while18percentoptedforbuyingfurnituredirectlyonthebrand'swebsite.ReadmoreNote(s):UnitedStates;March1-10,2022;1,500respondents;21-65yearsSource(s):FurnitureToday;ProvokeInsightsLeadingreasonstopurchasefurnitureonlineintheUnitedStatesin2022MainreasonsforU.S.shopperstobuyfurnitureonline2022Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%55%EaseofpurchaseLowerprices48%34%Freedelivery31%Moreinventoryavailable24%31Description:InasurveyconductedinMarch2022intheUnitedStates,nearlyhalfofrespondents(48percent)reportedthateaseofpurchasewasthemainreasonforthemtoshopforfurnitureonline.Freedeliverywasalsoamaindriverforonlinepurchasesoffurnitureaccordingto31percentofrespondents.ReadmoreNote(s):UnitedStates;March1-10,2022;1,500respondentsSource(s):FurnitureToday;ProvokeInsightsCHAPTER

05Spotlight:IKEA.comRetailsalesshareofIKEAworldwideinfiscalyear2022,bysaleschannelIKEA:globalretailsalesshare2022,bysaleschannelServicestocostumers3%Productssoldonline22%Productssoldthroughstores75%33/statistics/946210/ikea-sales-share-by-sales-channel-worldwideInthefinancialyearof2022,about75percentofIKEA'sglobalretailsalesweregeneratedinthecompany'sexistingretailstores.Incomparison,onlinesalesoftheSwedishfurnitureretailconglomerat