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Mattresses. E-commerce on increasing growth trajectory


The e-commerce mattress market is experiencing a time of growth, compared to the retail mattress market and, in particular, to other segments of the furniture industry. A fast increase in online sales is registered among the largest home furniture and mattress retailers (in particular e-tailers and online mattress companies) in the first half of 2020.


Most retailers have shifted their focus to online sales and achieved encouraging results during Q1 and Q2 of 2020 compared to the same period of 2019. This could be an opportunity for both mattress retailers and manufacturers to invest in new or already launched projects to increase their online presence into the market and to integrate online and offline channels, thus moving closer to the final consumers. 


While waiting for official data about companies’ performances in the second half of 2020, it is reasonable to assume that e-tailers will continue to show a positive pattern with important growth rates and that the mattress sector, in general, will perform better than the whole furniture market. 


According to CSIL, the online mattress market was already following a growth trajectory in 2019, recording a +30% and reaching a value of nearly US$ 10 billion, which is about 16% of the world mattress retail market. 


E-commerce and boxed mattresses are changing the major global mattress markets, resulting in different performances across the world. 


The United States is by far the largest market for online mattress sales, both in terms of value and e-commerce penetration. Leading e-tailers (e.g. Amazon is the first retailer for online mattress sales in the US) and online mattress companies are among the most important growth drivers of the market. 


Germany shows the highest growth in the incidence of e-commerce in Europe. Here, the undisputed disrupting operator is Bett1 with its ‘Bodyguard’ mattress retailed at Eur 199. The German mattress retailer Emma-The Sleep Company experienced a rapid increase in 2019 and forecasts to close in 2020 with a positive result. 


The Asia Pacific is among the fast-growing and most promising areas for online mattress sales. The growth is driven by the booming Chinese market accounting for nearly 80% of the total. With a high e-commerce penetration of over 20%, South Korea is the second-largest market for online mattress sales across the region. The interest in this area is also growing among foreign players. Emma-The Sleep Company announced in October 2020 the intention to invest about US$ 90 million (about Eur 100 million) in Asia and India. 


The CSIL Report E-commerce in the mattress industry (October 2020) offers a detailed analysis of the online mattress market with a focus on three world areas: the Americas, Europe, and the Asia Pacific.

The study reports on the largest retail mattress markets, estimating the incidence of online mattress sales in key countries (the US, Canada, China, India, South Korea, Germany, the UK, France, and Spain), the e-commerce mattress sales of leading retailers (e-tailers, brick-and-mortar retailers, online mattress companies and mattress manufacturers) and providing company profiles.


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