Furniture Online / How to Succeed on Marketplace Platforms?

The global balance of power in the furniture industry is shifting toward Asia, while Europe is losing ground. Poland remains among the world’s top players, but the market is becoming increasingly competitive.

In this environment, traditional sales models are no longer enough. As a result, more companies are looking beyond familiar patterns and turning to marketplaces. This channel not only expands reach at home and abroad but also diversifies revenue streams, helping stabilize income

The Furniture Industry in 2025

As recently as 2023, Poland was the second-largest furniture exporter in the world and the leading exporter in Europe. However, 2024 brought a dose of realism: according to the Polish Furniture Outlook 2025, the value of furniture production sold dropped by roughly 4–5% year over year to about PLN 64 billion. Exports declined by 6%, while imports climbed 10% to EUR 3.63 billion. This clearly signals that Polish manufacturers are facing mounting pressure from competitive foreign markets, primarily China and Vietnam, the world’s two largest exporters. Poland currently ranks third globally, ahead of Italy and Germany.

The sector’s challenges are compounded by declining operational profitability, which fell to 5.2% in 2024. Roughly 80% of Polish furniture production still goes to export markets (with Germany representing a major share), but destinations are gradually diversifying. The takeaway? To maintain momentum, companies must expand into new channels. Marketplaces remain one of the most promising options.

Marketplaces as an E-Commerce Growth Engine

E-commerce is no longer a side extension of traditional sales; it’s become the primary growth driver. Consumer behavior has also shifted. Instead of starting their search on Google, shoppers increasingly begin on their preferred shopping platform, where they can instantly compare prices, availability, reviews, and delivery details. Marketplaces have become the first point of contact with a brand: a product search engine rather than “just another sales channel.”

Consumers are buying more often, more confidently, and more intentionally. They no longer limit online purchases to smaller accessories; they’re increasingly choosing higher-value products, including furniture and home furnishings.

The “Home & Garden” segment continues to enjoy stable, and even slightly accelerating, growth. In 2025, 34% of online shoppers purchased items from this category. What’s more, cross-border shopping is becoming standard: Polish consumers increasingly buy from foreign retailers, while international customers are choosing Polish furniture brands more frequently. For manufacturers and distributors, this represents enormous potential. Marketplaces not only increase domestic reach but also open access to new international markets, without the need to invest in local sales infrastructure.

An additional advantage is scale. Marketplaces bring together thousands of brands and millions of users, generating traffic that a single online store would need years to match. They also provide ready-to-use technology infrastructure, payment systems, and marketing and logistics tools, allowing sellers to focus on what matters most: selling and building their brand.

As a result, for the furniture industry, where purchase decisions are more complex and buying cycles are longer, marketplace presence is becoming less of a choice and more of a necessity to stay competitive and visible in an increasingly digital landscape.

Where to Sell? A Quick Overview of Platforms

• Erli – a Polish marketplace experiencing rapid seller and product growth. No listing fees, low commissions, easy integration. Frequent promotions and an expanding furniture category.
  Strength: fast onboarding and marketing support.
  Challenge: improving trust-building mechanisms and customer service consistency.
• ADEO Marketplace (Leroy Merlin) – a strong DIY brand with massive traffic, online/offline integration, and access to customers across multiple countries.
  Pros: broad reach and strong credibility.
  Cons: complex procedures, high quality requirements, and strong competition in the premium/DIY space.
• Allegro – The largest marketplace in Poland with unmatched scale, high consumer trust, Allegro Smart, robust advertising tools, and strong merchant support.
  Downside: rising commissions (e.g., Home & Garden / Office Furniture 9% net, with a PLN 250 max fee) and intense price competition.
• Castorama Marketplace – strong DIY and home décor traffic with efficient logistics (including click & collect).
  Challenge: selecting the right assortment, meeting quality standards, and limited access to promotional tools for new sellers.
• Kaufland.de (+ expansion into PL and CEE) – fast entry into the DACH region, fulfillment options, and advanced payment systems.
  Advantage: easier cross-border selling.
  Barriers: higher commissions (e.g., Kaufland.pl starting at 10%, other markets around 13%) and local compliance requirements.
• Amazon – the top marketplace for home & living across many EU markets. Huge customer base, FBA, and extensive advertising tools.
  Considerations: high commissions (up to 15%) and stringent content and customer service standards.
• ManoMano (FR, ES, IT) – specializes in DIY/home & garden, supports both B2C and B2B, strong cross-border capabilities, and a solid analytics panel.
• Wayfair (USA, UK, DE) – a global leader in furniture, with a strong focus on logistics and content quality (AR, virtual visualizations). Entry is selective with high operational requirements.

Large retail leaders such as XXXLutz, Kingfisher (B&Q, Castorama, Brico Dépôt), OBI, and Maxeda (Praxis, Brico) also run their own marketplaces. They drive significant online traffic and offer in-store pickup options, but tend to be selective in onboarding new sellers—partnership discussions may take time – notes Paweł Bilczyński, Expansion Director at Granitan.pl.

What to Consider When Choosing a Marketplace

Choosing a marketplace shouldn’t be limited to comparing commission rates. For furniture manufacturers and distributors, four factors matter most: the platform’s customer base, total cost structure, available sales tools, and logistics capabilities.

1. Customer Profile

Allegro reaches a broad, mass-market audience. Castorama Marketplace or Leroy Merlin attracts shoppers focused on home and garden. Platform selection should align with your product range: designer sofas thrive in different environments than modular or outdoor furniture.

2. Commissions and Additional Fees

Cost differences across marketplaces can reach several (or even a dozen) percentage points. This is particularly important for furniture, where transportation and margins are sensitive to added costs. Advertising expenses (e.g., Allegro Ads) or subscription fees for advanced features should also be considered.

3. Sales Support Tools

Some marketplaces offer extensive promotional packages, SEO integrations, and analytics tools. For furniture, high-quality product presentation is crucial: strong product pages, high-resolution images, and videos are essential.

4. Logistics and Customer Service

Furniture is bulky, so efficient delivery, including optional in-home delivery or assembly, is key. Marketplace fulfillment capabilities vary, from standard shipping to partnerships with carriers specializing in large-item freight. Strong logistics improve customer satisfaction and limit returns, which can be especially costly for furniture.

Choosing the right marketplace should therefore be based on more than cost. Audience fit, marketing potential, and logistics support often determine whether a platform becomes a true growth engine.

How to Successfully Launch a Furniture Offer on a Marketplace

Simply uploading products is just the beginning. To ensure furniture listings are visible, competitive, and trustworthy, companies need well-structured product data, high-quality images, and accurate descriptions supplemented with detailed technical information.

Product Data as the Foundation of Effective Sales

Every piece of furniture must be described precisely and comprehensively. Key elements include:

• product name with relevant keywords (e.g., “extendable oak dining table 160–220 cm, Scandinavian style”)
• EAN code and catalog number
• technical parameters such as dimensions, weight, materials, color, finish, assembly method, CAD files
• logistics data such as package sizes, shipping weights, pallet data
• certifications and compliance documentation, especially in DACH markets

Missing information can reduce search ranking or lead to product rejection. This is why many companies implement PIM (Product Information Management) systems to organize data, maintain consistency, and automate distribution across channels.

“We Buy With Our Eyes”: The Role of Images in Furniture Presentation

Images directly influence conversion rates and returns. Best practices include:

• high-resolution images (minimum 1000×1000 px, ideally 1500×1500 px)
• multiple angles, including close-ups showing textures and finishes
• lifestyle shots showing real-life use
• neutral backgrounds for technical views

3D visualizations, videos, and CAD files are increasingly important, especially for designers and architects.

Descriptions That Inform and Inspire

Product content should combine technical details with benefits. The best approach is to prepare two kinds of descriptions:

• Short — highlighting essential features
• Long — expanding on functionality, design inspirations, and differentiators

Standardized headers, bullet points, and consistent terminology help both customers and AI-driven search engines categorize and recommend products.

What Drives Marketplace Success for Furniture Sellers

Marketplace presence opens opportunities, but success depends on execution: product quality, order management, customer support, and marketing. Brands that respond promptly to customer questions, clearly define returns and delivery policies, and maintain high ratings achieve better placement and stronger trust.

Strategic use of marketplace marketing tools, like sponsored ads, coupons, and promotional programs, directly improves visibility and conversion.

Data-driven decision-making is essential. Tracking sales performance, reviews, campaign effectiveness, and return rates helps optimize listings. Furniture buyers take more time to evaluate options, making insights even more valuable.

Building brand recognition also matters. Even within the constraints of marketplace templates, brands can differentiate through consistent photography, premium content, strong support, and participation in partner programs.

Launching Your Own Marketplace as a Strategic Move for Furniture Brands

Marketplaces can serve not only as external sales channels but also as standalone business models.

“As a consultant in one of the largest e-commerce agencies in Poland, I advised on many marketplace development projects. Two or three years ago, these initiatives were expensive and out of reach for many organizations. Today, thanks to the VTEX platform, companies can launch a marketplace faster, more cost-effectively, and with ready-to-use tools that support business growth,” says Tomasz Cyrek, Country Manager at VTEX.

Modern technology enables companies to build their own marketplace quickly and at lower cost, while generating new revenue streams: commissions, retail media, listing fees, subscriptions, cross-sell services. A marketplace creates an ecosystem that strengthens competitive advantage.

Demand for such projects is rising, and the model simply works. “Customers prefer buying from stores or marketplaces that offer broad assortments in one place. And companies expanding their assortment don’t need to freeze capital in inventory or expand warehouse operations,” Cyrek notes.

Often, the motivation is to better monetize traffic from an existing online store. Adding a marketplace helps broaden the offer and create additional revenue streams.

Marketplaces as a Natural Growth Path for the Furniture Industry

As traditional sales and export models become less predictable, companies are exploring new ways to grow. Marketplaces naturally fit this shift. They expand reach, improve visibility, and connect brands with customers who start their shopping journey online.

Success requires a well-designed strategy: choosing the right marketplace, optimizing product content, delivering excellent customer service, and leveraging marketing tools. Companies that take a data-driven approach and invest in brand-building won’t just remain competitive—they’ll strengthen their advantage for the future.