What’s in a name?
Furniture-buying has historically been a hands-on process, where people test a chair or couch for comfort in person. For that reason, the industry has trailed many others in transitioning to digital shopping. That’s changing, with people willing to buy items based on how they align with their search and preferences. “Most people can't name the brand of their couch or chair,” says Sun. “They just search with broad terms like ‘leather couch.’”