Homeware ecommerce in 2025
We’ve taken a look at which brands are performing best for popular products in the home, to give you the inside-track on who the winners are, the challengers – but also the opportunity!
Whether you’re using an SEO agency, Content Marketing Agency, or perhaps a Digital PR agency to drive results – it’s vital to know the landscape, and where you can make gains.
Homeware Ecommerce Leaderboard
We're taking quarterly snapshots to find out who the top performing home ecommerce brands are, and which ones are losing out on Organic Search. Take a look!
UPDATED QUARTERLY: The data for our Leaderboard comes straight from SISTRIX, a tool that tracks how visible a website is on Google.
Their Visibility Index gives us a clear picture of how well a site is doing in search results and how it’s been performing over time.
Predicted: Best-selling products in 2025
Having a holistic view of what’s trending, or what’s likely to trend, is gold-dust for us marketers – allowing you to optimise and invest in the right products to capitalise on the opportunity.
We’ve taken a look across the homeware sector to find some of the products with the biggest potential growth in 2025.
So, what can you do with this?
The real question is: do you already have a product that’s a hidden gem that could be driving £££?
It could be a product that has huge opportunity that you’re just not aware of!
But also, maybe it hasn’t been found by users and search engines yet? We can help you get a complete understanding of the opportunities and quick wins for your brand.
Look back and get ahead
- Audit your current products performance vs the opportunity
- Find those hidden gems, find the right keywords and create unique, compelling content that’s engaging
- Don’t forget the internal links, broken links, and any Digital PR opportunities around the products
- Sit back and monitor, refine – then go again!
Which brands could leverage trends quickly?
The opportunities we’ve laid out are massive. But which brands seem agile enough to jump on them and grab the big opportunity ahead?
Who's headed for success in the homeware space?
How they're winning on search:
- Clear and easy to understand URL structure – building on great technical foundations
- Conversion-focused UX and journeys – combining the best of SEO with user experience
- Nailing E-E-A-T signals (like authorship, well structured and engaging content that speaks from first-hand experience)
- Brand power! Quality over quantity with backlinks and citations – leveraging Digital PR to elevate their brand
Strategy Spotlight
Oak Furniture Land are focused on strategic growth – rooted in doing the basics brilliantly.
From product pages, URL best practices – but they showcase an always-on, strategic approach to their SEO that’s clearly paying off (see left)!
What could they do next?
Focus on improving brand strength and resilience by:
- Improving E-E-A-T signals throughout the website and blog, creating and elevating their in-house experts and interior design influencers to build credibility and brand strength. Key to this would be incorporating their WordPress blog more directly into the user journey to help prime users, but nurturing them deeper into the purchase journey.
- There’s no clear evidence of earning links strategically, instead they’re using product placements, reviews and content partnerships. This means that their backlink profile has remained relatively static when compared to DFS and Furniture Village (acquiring just 432 referring domains in all of 2024). If Oak Furniture Land did focus on elevating their brand via Digital PR, they’d likely see an impact to their overall visibility, share of voice, and even conversions.
- Keeping an eye on the detail – simple things like meta descriptions and titles can have a big impact on your CTR! Ensuring Oak Furniture Land maintains a healthy technical foundation will provide a stable platform to continue driving sustainable growth on search.
Which home brands are losing on organic search?
What they can do to drive performance:
- Review UX and page structure – making content very clear and easy to understand for both audiences and search engines.
- Focus on building your brand on Organic Search – investing in Digital PR to elevate your credibility and unique expertise. Gaining valuable share of voice and vital backlinks too!
- Technical debt review – are there rogue URLs and query strings holding you back? A full tech SEO audit can help uncover your hidden potential – and working with a good SEO partner to prioritise work programs as well as push them through with your tech team.
- EEAT content audits and strategy – ensuring the content you produce (on any type of page) is engaging, “helpful”, and audience-focused.
How we'd turn things around
Dreams has seen a sharp decline in performance since the August Core update in 2024 (see graph to the left – via SISTRIX Visibility Index).
Immediate things we think will help
- Overhaul of templates, from page technical structures including homepage through to categories, PLPs and product pages.
- Review of UX and journey – learning from competitors but also gaining insights from user testing.
- Full technical SEO audit to understand what is holding the website back – identifying opportunities to win, from quick wins to longer-term gains.
- Comprehensive content audit to understand if there’s content that could be culled or consolidated – but also how EEAT, tone of voice, readability and other factors could be impacting performance (and conversion!).
We know the challenges you face
We know your pain – after all, we’ve helped countless marketers with similar issues. Like:
- Organisational misalignment and cross-functional challenges – we’re proven experts in stakeholder management, upskilling teams, and gaining buy-in at all levels
Building trust with stakeholders, working side by side with you to translate the complex into actionable and engaging storytelling (that your coworkers will be dying to get a piece of!)
- Being stretched too thin – we know that you’ve got a broad scope of responsibilities and big goals to hit, but there’s limited resources and time to unlock it. We’re the partner that you can trust – giving you back the time you need to focus on what matters most.
We’re here to help leap the hurdles, cut the red tape, and build the relationships that push forward positive change for you, your team, and the bottom line…
- Building a true partnership, becoming a team you can rely on
- Securing revenue growth - not just traffic, rankings and links
- Enhancing and elevating your brand and market SoV
- Becoming your go-to experts to drive change and gain buy-in
- Helping you navigate and mitigate against industry change
We work with top brands
A strong brand means success on search
Elevate your brand and credibility with Digital PR
Brand authority is all about the trust, recognition, and the influence your brand earns over time.
When it comes to SEO, it’s your brand’s credibility in the eyes of both your audience and search engines. The stronger your authority, the better your chances of ranking higher and succeeding – and being more bullet-proof to Google’s core updates. Here’s what you need to consider:
- Enhanced trust and credibility: Strong brand authority fosters trust among users and search engines, leading to higher rankings.
- Quality backlinks: Authoritative brands with great content naturally attract high-quality backlinks, boosting domain authority and search visibility.
- Improved engagement: Recognised brands experience better user engagement metrics, such as longer visit durations and lower bounce rates, which positively impacts SEO.
- Resilience to Algorithm updates: Brands with established authority are less affected by search engine algorithm updates, maintaining consistent rankings.
- Competitive advantage: Strong brand authority differentiates your business in the market, making it easier to rank for competitive keywords.
Focusing on building brand authority not only elevates your performance on search, but also contributes to revenue growth.
Typical example on how Digital PR boost your E-E-A-T signals
Team thoughts: What can ecommerce brands do in 2025 to succeed?
For example, Dulux always incorporate their brand purpose and messaging in their marketing content, ensuring they help consumers feel inspired about colour.
Their “it’s a feeling” campaign aligns with Dulux’s brand purpose and drives meaningful content to their audiences."
For homeware brands, it's not longer a case of doing what you've always done. Smarter, more savvy and focused competitors are all investing in SEO, content and digital marketing in a bid to own your space and your customers' attention.
Maintaining or accelerating sales needs investment; it needs genuine care and attention; and it needs brilliance at both strategic and delivery levels."
Marketing teams of retailers - both large and small - would be wise to invest time in it now, testing tools and categorising the useful, not so useful, and the transformational. This is an ever changing environment, and even when you think you’re on top of the latest technology, you’re often just a day or two away from the next ChatGPT update or new app being released."
Bringing in expert authors who are active in their industry and well known, or are experienced and/or qualified on a subject are absolutely key here. Beyond the 'who', it's then about understanding the 'why' of each piece before delving into the 'what'.
Make sure your content is compelling by doing your research, seeing what's already ranking well and incorporating that approach into your new content - but fundamentally looking at how you can make it even better for the audience. It's about quality over quantity every time."
Our award-winning experience and expert team can help you win
We work with top brands
Award winning
Find out how we can take your brand to the next level
Our experienced ecommerce marketing experts are some of the best around – and they’re here to fight your corner. Fill in the form below and we’ll be in-touch!
Homeware brands must embrace Content Distribution channels
Brands nationwide are becoming more and more strategic with their social channels – leveraging them for both social commerce, but also with more top of funnel, engagement/relatable content.
Currys is a great example of this: jumping on the latest trends and tying them back to their products – it’s driving revenue and delivering new customers.
Due to their strategy on TikTok, Currys showed a 52% profit increase, proving it isn’t just a fad or a buzzworthy platform – it’s a profitable one.
As marketers, we create brilliant content every day, but are we getting the most out of each piece? Is it created with the right objectives? And most importantly, are we creating it for the right audiences - and with distribution in-mind?
Having a clear understanding of your audience and where they go to consume content will allow you to create the right kind of content that can be distributed on the right channels. All of that should ladder up to a clear strategy, so that your social channels can and will drive both traffic and conversions.”
What can your brand do to win on social?
Employees know the brand better than anyone. They can offer behind-the-scenes insights, product reviews, or even funny, relatable moments that bring the brand closer to its audience.