Home Goods DTC Growth Slows Post Pandemic

While DTC retailers were able to capitalize on consumers shopping at home in the pandemic – peaking in early 2021 at 120% YoY growth – the category has since slowed. In 2022, DTC sales growth is slower than non-DTC sales growth. In August, DTC GMV growth declined -20%. Moreover, the share of customers who ordered more than once declined across all DTC brands in 1H22 YoY.

However, there were a few bright spots. Furniture and rug sales have been resilient, with DTC share in those categories increasing from 31% in January 2020 to 38% in August 2022.

Ruggable and Article, too, have improved performance over time. Ruggable increased its market share by 7.5pp from January 2020 to August 2022. Article grew to reach at 14% share in August 2022.

Sources: Transaction data

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