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82% of Consumers Ready to Embrace Online Home Decor Shopping, Surprising Industry Leaders

2024 Market Research Unveils Untapped Online Potential Amid Strong In-Store Shopping Preference

CHARLESTON, S.C., February 26, 2024 /PRNewswire/ — In a groundbreaking study that could redefine ecommerce strategies, the 2024 Home Decor Ecommerce Market Research Report by 2 Visions has revealed a significant willingness among consumers to purchase home decor items online, with an astounding 82.46% expressing openness to online shopping. This finding challenges the long-held belief that physical retail spaces hold undisputed dominance in the home decor sector.

View the full 2024 Home Décor Ecommerce Market Research Report.

The study, conducted in February 2024, surveyed 1,845 American shoppers, uncovering insights that blend traditional shopping behaviors with emerging digital trends. Despite the strong inclination towards online shopping, more than half of the consumers (55.92%) still value the in-store shopping experience, highlighting the importance of a hybrid retail approach.

Key Highlights from the Report:

  • A surprising 33.18% of shoppers find in-store pricing competitive with online deals, suggesting a need for online retailers to reassess their pricing strategies.
  • The phenomenon of choice overload is real, with 42.65% of consumers feeling overwhelmed by excessive online options, pointing towards the necessity for better curation.
  • Generational shopping preferences debunk stereotypes, with Baby Boomers showing the highest recent purchase rate (75%) across both online and in-store offerings.

Researchers delved into a breadth of insights critical for ecommerce leaders, including:

  • Hybrid Shopping Preferences: The report offers an in-depth look at the rising trend of hybrid shopping, where consumers blend online and in-store experiences. Insights on how different demographics, particularly Millennials and Baby Boomers, navigate between digital convenience and the tactile benefits of physical stores are discussed, offering strategies for ecommerce brands to cater to this mixed shopping preference.
  • Impact of Warranty and Return Policies on Consumer Trust: An extensive analysis of how warranty and return policies influence purchasing decisions across various demographics. The study reveals that a significant portion of consumers value these policies more than previously thought, highlighting opportunities for brands to differentiate themselves and build consumer loyalty through transparent and favorable policies.
  • Consumer Discovery Channels: This section examines the primary channels through which consumers discover new home decor products, from online stores to social media platforms. The report investigates the importance of a strong digital presence and effective SEO, as well as the potential of social media marketing to engage younger audiences.
  • The Role of Pricing in Online Versus In-Store Shopping: The report scrutinizes consumer perceptions of pricing online compared to in-store, challenging the assumption that online always presents the better deal. Insights into how ecommerce sites can optimize their pricing strategies to compete more effectively with brick-and-mortar stores are provided.
  • Emotional Connections and Brand Loyalty: An exploration into the factors that foster brand loyalty among online shoppers, beyond price and promotions. The importance of creating emotional connections through personalized shopping experiences, exceptional customer service, and community engagement is highlighted as key to retaining customers in a competitive ecommerce landscape.

Yates Jarvis, Principal at 2 Visions, reflected on the transformative insights garnered from their latest study on home decor and ecommerce shopping trends, underscoring the necessity for brands to evolve with consumer preferences. He stated: “Our latest findings emphasize the need for ecommerce leaders to adapt and innovate. While the readiness to shop online for home decor is higher than anticipated, the enduring value of in-store experiences cannot be overlooked. This presents a unique opportunity for brands to refine their omnichannel strategies, ensuring they meet consumers’ expectations for convenience, variety, and quality, both online and offline. As we navigate these changing tides, understanding and leveraging these insights will be key to crafting engaging, consumer-centric shopping experiences.”

This comprehensive report not only sheds light on the current landscape of home decor ecommerce but also offers strategic advice for navigating the complexities of today’s digital marketplace. It is just the first in a series of industry-specific market research reports that 2 Visions is set to release this year, with future insights covering a wide range of sectors including Electronics, Personal Care & Beauty Products, Wine, Jewelry, Clothing & Accessories, Toys, Supplements & Specialty Foods, and Music & Sound Equipment.

About 2 Visions

2 Visions is an award-winning consulting and market research firm specializing in helping direct-to-consumer (DTC) ecommerce brands grow by developing their in-house capabilities for long-term success. Founded by Yates Jarvis, who has worked with notable companies such as TGW, Ancient Nutrition, Kay, DIFF Eyewear, Jeep, and Spanx, 2 Visions focuses on high-touch teaching and side-by-side collaboration to empower brands to avoid costly missteps and build profitable ecommerce strategies.

The firm’s unique consulting approach involves working directly with senior leadership and key employees to pursue high-leverage opportunities, enabling brands to scale faster and more efficiently. On the research side, 2 Visions offers in-depth, granular market research, which serves as a secret sauce for clients aiming to improve personalization, AI, and targeted journeys in ecommerce customer experiences. Their research enables clients to uncover powerful data-driven insights and develop more effective marketing and CX strategies tailored to their target audiences. For more information, visit

SOURCE 2 Visions

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