Furniture.com Announces Strategic Partnership with FIRMLY

August 11, 2025  by Karen Parrish in Business Strategy, Industry   

The partnership tackles one of online furniture shopping's most persistent pain points: decision fatigue followed by fragmented, high-friction checkout. Previously, Furniture.com users would build lists and favorites across multiple brands but were required to complete purchases on each retailer's individual site. The firmly integration now enables secure, one-step checkout across multiple merchants, streamlining the path from shortlist to sofa.

"Buying furniture online today feels more like project management than shopping," said Alex Seaman, Founder and SVP at Furniture.com. "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. Furniture.com's features aim to simplify and consolidate this process, and firmly's checkout enablement removes the last major friction point—and helps people finish the journey they started."

According to internal insights, the average Furniture.com shopper opens 6 to 12 tabs, takes up to 4 weeks to decide on a major item, and relies on a combination of screenshots, spreadsheets, and partner input before buying. 

One Cart. All the Brands. None of the Chaos.
With the firmly integration, Furniture.com becomes one of the only platforms in the category to offer cross-retailer checkout in a single cart—while letting each brand own the transaction directly. That means:

• One checkout across multiple brands
• Real-time inventory and delivery estimates
• Secure payments with traditional cards
• Fully protected retailer data and brand identity
• No effort plug-in for participating merchants

Trust, Speed, and Simplicity for a High-Intent Shopper
"Furniture shopping is a deeply considered, high-intent journey as consumers explore, compare, and commit. Our integration with Furniture.com is designed to meet them exactly at that moment, delivering speed and confidence while reducing friction at checkout," said Kumar Senthil, co-founder and CEO, firmly. "By bringing our agentic commerce infrastructure into play,

Furniture.com isn't just streamlining operations and increasing sales opportunities, they're transforming how high-intent buyers purchase furniture in a digital-first world."

Rethinking the Furniture Funnel
The partnership is a cornerstone of Furniture.com's broader mission: to reduce the chaos of furniture shopping without stripping away the inspiration, curation, or customer control.

Unlike traditional marketplaces or mass e-comm platforms, Furniture.com is built for the modern decision-maker — the shopper who's juggling family life, tight timelines, budget clarity, and a desire to make smart, stylish home investments. These shoppers are often:

• Saving Pinterest boards but screenshotting delivery dates
• Filtering by fabric and ship speed—not just style
• Shopping across 3–5 brands before choosing
• Prioritizing clear information over deep discounts

According to recent surveys, over 70% of furniture shoppers say they wish they could browse, compare and select furniture products across brands without opening multiple sites.

A New Kind of Furniture Platform
This launch follows Furniture.com's continued growth, with more than 1 million signed-on SKUs across top U.S. furniture retailers, including both national brands and emerging DTC players. With checkout now streamlined, the platform is preparing to roll out reviews, personalized room bundles, and moodboard-to-cart functionality in 2025.