Catalina Research report on e-commerce sales

Catalina Research report on e-commerce sales

Friday, June 26, 2020 from Floor Covering Weekly

[Delray Beach, Fla.] Catalina Research has released its newest report on flooring, furnishing and home improvement e-commerce trends.

According to the report, e-commerce sales for the leading online retailers of flooring, furnishing and home improvement products soared as the coronavirus shelter-in-place orders accelerated the shift to e-commerce business. Catalina reported e-commerce sales at Home Depot and Lowe’s increased about 80 percent in the first quarter of fiscal 2020, and sales increased at a similar rate for online home furnishing retailer Wayfair. Overstock reported sales increased over 120 percent in April 2020. For Home Depot e-commerce sales represented 14.9 percent of total company sales in the first quarter of fiscal 2020, up from 5.9 percent in fiscal 2016. Brick-and-mortar retailers have generally outpaced sales gains at online retailers during 2020, since brick-and-mortar retailers increased their investment to upgrade e-commerce software platforms and improve logistics. For example, retailers are adding visualizers in order for customers to view how a flooring or furnishing product will look in their own home. The sharpest e-commerce sales gains at brick-and-mortar retailers is for flooring and building materials. This trend is expected to continue over the next five years since e-commerce sales penetration in these markets is below the retail industry average. As a result, e-commerce sales of flooring, furnishing and building material is forecast to increase above the 13 percent compound annual growth rate for total e-commerce sales over the next five years.

U.S. e-commerce trends and leading competitors
Catalina Research has uncovered these trends in our in-depth investigation of e-commerce sales and leading online competitors in the flooring, furnishing and building material markets. Report sections analyze e-commerce sales trends and leading company market shares in each market sector. Each section also reviews the strategies and recent developments of the leading online and brick-and-mortar retailers in order to gain a competitive edge.

Floor Coverings e-commerce trends
Catalina investigates floor coverings e-commerce sales by channel. Catalina segments sales for brick-and-mortar and online mass merchandisers; home centers and hard surface flooring retailers; and specialty floor coverings stores. Catalina reviewed the flooring offerings for over 30 e-commerce sellers to determine the competitive environment. Catalina also provides e-commerce sales for leading hard surface flooring retailers. In addition, Catalina analyzes the flooring products with the highest e-commerce sales potential based on the do-it-yourself and buy-it-yourself (DIY/BIY) purchases by residential and commercial customers. To gain insights into company strategies, Catalina profiled the leading hard surface flooring retailers, and the role floor coverings manufacturers and retail buying groups play in assisting floor coverings retailers develop their e-commerce capabilities. In addition, Catalina reviewed recent software packages used to upgrade the e-commerce selling and buying experience.

Furniture and Furnishing e-commerce trends
Catalina analyzes furniture and home furnishings e-commerce sales. The data segments sales by online retailers and brick-and-mortar retailers. Catalina extracted company e-commerce sales from company financial reports and calculated e-commerce market shares. Catalina also analyzed the cost structure and profitability of two leading home furnishings e-commerce competitors. This section includes the e-commerce strategies and recent developments of the leading competitors.

Building Material e-commerce trends
Catalina investigates building material e-commerce sales. This section tracks the e-commerce sales of brick-and-mortar building material dealers. Catalina indicates which product line have the highest potential for e-commerce sales by providing data on DIY/BIY purchases by residential and commercial customers. Catalina extracted e-commerce sales for leading building material dealers and calculated e-commerce market shares. Catalina also provides the e-commerce strategies of leading brick-and-mortar and online retailers and distributors.

Report Number: EC101 Published: June 2020
Pages:  80 Price: $3,895.00

To order this report or receive more information about this valuable research report, contact Catalina’s sales department @ (561) 988-0853 or sales For more on this report and others from Catalina Research, visit

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