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In the recent "Double 11" shopping festival, a huge number of home furniture items were listed online, sparking a surge in e-commerce activity within the home goods market. However, many consumers remain skeptical: Are the products purchased online truly reliable? Is the home e-commerce sector as promising as it seems? Industry experts point out that although home e-commerce has seen rapid growth, there are still hidden risks, with two major issues proving particularly difficult to resolve.
One of the key challenges is the gap between expectations and reality. Despite the impressive sales figures achieved by many home furnishings brands during the "Double 11" event, the underlying problems of home e-commerce continue to surface. After the initial rush, high return rates and customer complaints began to reveal weaknesses in logistics and after-sales service.
For instance, when purchasing furniture online, consumers often find that the actual product does not match their expectations. This discrepancy is mainly due to two factors. First, the images and descriptions on websites are usually professionally edited, which may not accurately reflect the real product received. A sofa that looks beautiful online might feel uncomfortable or look different once delivered. Second, many furniture items are sold in flat-pack form, requiring assembly at the customer’s home. If the installation isn’t done properly, the final result may fall short of the desired outcome.
Take cabinets, for example. While customers can pay a deposit online, the rest of the process—such as designer visits, full payment, and installation—is similar to buying in-store. However, this model often comes with strict regional limitations, meaning only certain cities are served. For areas without local stores or trained installers, online purchases may not be an option at all.
Another major issue is the frequent disputes in logistics. An online sales manager from a furniture brand recently stated, “Companies with IT backgrounds that have entered the furniture industry are growing quickly and securing funding rapidly, but they often lack experience in product quality and after-sales support.â€
Logistics is one of the most critical aspects of online shopping, and it also remains one of the biggest pain points. Many customer complaints stem from delivery issues. Disputes often arise over whether damage occurred during shipping or during the logistics process. To address these concerns, merchants typically use three main approaches: third-party logistics, in-store pickup, or their own delivery teams. However, due to the complexity of transporting large furniture, many logistics companies are reluctant to handle such items. This creates a challenging situation for both consumers and sellers, who worry about potential damage and safety risks during transit.