Amazon dominates home office category
Amazon significantly outpaces peers like Walmart and Target in online home office GMV: the retailer’s online sales are more than double all their closest competitors combined. However, other big box and furniture pure players have grown their sales in the category over the course of the pandemic. From 2Q20 to 3Q22, Target, for example, surpassed Wayfair in online office furniture sales and grew to a GMV share of 14%.
Office Furniture Online GMV by Retailer
United States | January 2020 - July 2022
Given the retailers’ market share dominance, it’s unsurprising that the office furniture category is consistently in the top three furniture categories sold on Amazon. With the exception of October to December 2021, home office and bedroom furniture consistently accounted for over 50% of total furniture sales on the retailer.
Monthly GMV Share by Furniture Category on Amazon
United States, Online | January 2020 - July 2022
However, while Amazon dominates GMV share, Wayfair leads in highest average order value (AOV) in the office category amid top retailers, at over $200 an order. The retailer's AOV has increased 20% from January 2020 to July 2022. Growth peaked at 60% for an average order value of over $400 in June 2022.
Office Furniture Online AOV by Retailer
United States, Online | January 2020 - July 2022
Sources: Email Receipt Data
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