How do consumers shop for furniture in the US vs Europe?

“Our audience is everyone”.

Anyone who’s heard those words before knows the unease that follows. In trying to please everyone, you are likely to please no one.

So why should it be different when it comes to finding out how US vs European consumers shop for furniture?

To give European retailers inspiration for their home markets as well as the tools to market and cater to US audiences effectively, HomeByMe, in partnership with IPEA, Prodege and Catalyse Research, surveyed over 24,000 consumers across the US and 10 European countries.

The findings reveal:

• Which touchpoints carry the most influence
• What drives purchase decisions
• How digital solutions for furniture retailers, including AI and 3D configurators, can support each market’s expectations.

How does the customer journey differ between the US vs Europe?

Furniture shopping in 2025 is shaped by digital-first behavior, but the path from inspiration to purchase varies between American consumers and European consumers. While both groups rely heavily on online research, the way they engage with brands, evaluate products, and ultimately buy, differs in fundamental ways.

Across regions, two-thirds of shoppers now start with digital inspiration, exploring styles, narrowing preferences, or researching brands.

However, despite this strong digital foundation, physical stores remain a pivotal part of the process. About 1 in 3 shoppers in both the US and Europe still prefer to see and touch products before committing. The in-store experience plays an especially important role in the US , where 19% of consumers visit primarily for expert advice, compared with 12% in Europe.

When it comes to buying, the differences deepen. American consumers show significantly higher digital confidence: 43% of US furniture spending occurs online, more than double Europe’s 21%.

This digital comfort extends to emerging tools. For kitchens specifically, 76% of consumers want to use a configurator for their next kitchen project; 27% said personalization with 3D configurators directly triggered their purchase. Europe is catching up, with interest particularly strong among the 20–39-year-old category: 42% expressed an interest in using a configurator.

Why do American consumers tend to “shop the project”?

American consumers make more furniture purchases overall and are more likely to buy following a move. For example, 52% of US sofa buyers made their purchase due to relocation. This pattern often leads to multi-room redesigns rather than category-specific replacements. As a result, project-based shoppers gravitate toward retailers who offer broad assortments, easy decision-making, and reliable fulfillment.

Why do European consumers tend to “shop the product”?

European consumers move through the journey more gradually. With fewer purchases across categories and a lower share driven by moves, buying patterns reflect a more incremental, value-driven approach. Their preference also leans toward specialist retailers: seven in ten Europeans choose specialty stores or websites, compared with half of American consumers, who often favor generalist chains.

For European brands, this reinforces a core differentiator: specialization remains a competitive advantage.

What can European retailers learn from the US market?

American shopping behaviors differ markedly from those in Europe, but they offer clear signals for European retailers looking to expand or modernize their approach.

1. Build bridges between digital and physical experiences

Many digital-native brands in the US are expanding into physical retail. Wayfair and Casper, for example, are actively opening stores, with more planned for 2026. This movement reflects a crucial insight: even digitally mature shoppers rely on showrooms for reassurance. Retailers that combine data-driven digital tools with strong in-person experiences are best positioned to increase market share.

2. Lead with AI-enabled solutions

American consumers show a strong appetite for emerging technologies. 22% have already used AI tools to visualize designs, with satisfaction rates reaching 97%. Embedding AI-driven planning tools and 3D configurators into the customer journey gives buyers greater clarity and speeds decisions.

European adoption is rising as well. According to the Adyen Index Report 2025, more than a third of British and Spanish consumers now use AI to make purchases. Meanwhile, in France, the IPEA-L’Obsoco Barometer reports 28% of consumers have used AI to make a purchase, and 8% of these specifically for furniture.

Together, these trends point to the same conclusion: AI is rapidly becoming a standard part of the shopping experience.

Learn more

Download our latest cross-market report: The U.S. Effect: Retail Trends Shaping Europe’s Next Move. Inside, you’ll find:

• Insights from 24,000 US and European consumers
• Regional shopping habits, trends, and motivations
• Data on how 3D configurators and hybrid journeys drive results
• Actionable strategies for global retail success

Explore how consumers shop for furniture in the US vs Europe, and what it means for the future of your business.