Furniture.com has announced changes to its ecommerce website that it said “evolves” the site “from marketplace aggregator into AI-powered decision infrastructure.”
It announced its changes at the eTail Palm Springs conference on Feb. 23. There, Furniture.com said its new artificial intelligence (AI)-powered platform allows consumers to discover, compare and check out furniture across multiple brands. It said it has made a “significant evolution” from online aggregator to AI-powered “category-level decision layer.” It also framed it as transforming the website “from a place to browse into a neutral decision layer.”
“Furniture shopping hasn’t evolved alongside consumer expectations,” said Dan Bennett, chief marketing officer at Furniture.com, in a released statement. “We’ve moved beyond aggregation to build decision infrastructure, helping people compare, decide, and check out with confidence, while enabling retailers to capture demand that would otherwise be lost to indecision or fragmentation.”
Furniture.com prioritizes discovery, decision-making with new AI platform
“Furniture is among the most expensive consumer purchases outside of housing and automobiles, yet the buying journey has remained disjointed and overwhelming,” the company said. It added that shoppers navigate dozens of sites, tools and tabs “before feeling confident enough to buy.”
To address that, Furniture.com said it “reengineered” its website with the goal of bringing structure, clarity and confidence to the decision-making process. Furniture.com said shoppers can use AI-driven conversation search in their product discovery to compare products across retailers, side by side, “without jumping between sites.”
It said the conversational experience “mirrors how people actually plan rooms, evaluate trade-offs, and make purchasing decisions.” Additionally, it said it uses standardized specifications, transparent pricing, lifestyle imagery and design context. That helps to “make it easier to understand what matters, and what doesn’t,” according to the company.
Furniture.com said its new AI-powered platform helps consumers with discovery, comparisons and checkout across multiple brands. | Image credit: Furniture.com press release
Furniture.com said its new experience has introduced a single-cart, multi-retailer checkout. The experience allows customers to purchase items from multiple brands in one transaction, while each retailer manages its own fulfillment, delivery options and merchant-of-record relationship.
It said behind the scenes, its platform uses automatic geolocation, real-time availability, favoriting and quick-view tools. And it said it designed the technology to “reduce hesitation and accelerate confident action without adding complexity.”
Furniture.com said its proprietary research indicates shoppers spend more than 15 hours researching a single furniture purchase across disconnected tools before committing.
“When confidence increases, action follows,” Bennett said in the statement. “Our role is to remove friction so buyers and retailers can meet with certainty.”
Furniture.com said it designed its new website to deliver incremental sales for its retail partners, not duplicate existing traffic. It added that, to date, about 40% of the traffic to its platform comes from shoppers who are new to its retailer partners.
Previous ecommerce website changes at Furniture.com
In 2013, four furniture retailers invested in Furniture.com’s ecommerce site relaunch. The site did not hold any inventory, and retailers handled all logistics and delivery. Those investing retailers were Value City Furniture, American Signature Furniture, Rooms To Go Inc. and Leon’s Furniture Ltd. The first three currently rank in the Top 2000 Database, where Value City Furniture falls under Signature Hardware.
The Top 2000 Database features Digital Commerce 360’s research, ranking North America’s largest online retailers by their annual ecommerce sales.
Today, the online furniture provider said more than 77 retailers participate on Furniture.com. Those include:
- Rooms To Go
- Raymour & Flanigan
- Z Gallerie
- Kathy Kuo Home
- Annie Selke
- BenchMade Modern
- TOV
- Rugs USA
- Regina Andrew
- Slumberland
- Gardner White
- Mathis Home
- Jerome’s
Furniture.com said it plans to add “dozens more” by late spring.
In August 2025, Furniture.com said it added a technology partner called firmly to reduce friction on the ecommerce website. In an announcement, Furniture.com described its relationship with the agentic commerce platform firmly as a “strategic partnership.” Firmly is a vendor that provides embedded checkout infrastructure.
“Buying furniture online today feels more like project management than shopping,” said Alex Seaman, founder and senior vice president at Furniture.com, in a statement announcing the partnership with firmly. “You’re comparing prices across tabs, tracking delivery timelines in spreadsheets, and trying to feel confident about a decision that impacts your home and lifestyle.”
The average Furniture.com shopper would open six to 12 tabs, take up to four weeks to decide on a major item, and rely on a combination of screenshots, spreadsheets and partner input before buying, according to the company’s internal analytics at the time.
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