Online furniture sales have grown in e-commerce. According to a survey by LWSA, a digital solutions ecosystem for companies, SMEs using company e-commerce platforms like Tray, generated, in 2024, R$ 104.9 million in furniture sales volume, almost 6% compared to 2023 (R$ 99.0 million). First-quarter 2025 data indicates R$ 8.4 million in the volume moved, a performance that is expected to gain traction in the second semester, traditionally stronger for the sector.
Online sales have grown thanks to the use of technologies like e-commerce platforms such as Tray, owned by LWSA, enabling the creation of virtual stores, integration with marketplaces, and the performance of strategies to scale online sales.
One example of this movement is Casa Lar Shop, an e-commerce company in the furniture and decoration sector, which saw its revenue triple in just two months after adopting the Tray platform integrated with Google PMax. The change marked a turning point in the brand’s performance, which now consolidates its national presence with a distribution center, physical store, and portfolio segmentation plans.
Founded in 2020 by partners Diogo Pedrollo and Anderson Siqueira, in the interior of Rio Grande do Sul, Casa Lar Shop was born as a side project managed at night, after the formal founders’ workday. Over time, dedication to the business allowed the operation to move from the attic of the parents’ house to a 3,000 m² distribution center, in addition to opening a branch in Minas Gerais and a physical store in the center of Garibaldi (RS).
The founders’ professional backgrounds, one with experience in furniture retail and the other in the home goods sector, helped identify a growing niche and design an operation focused on product curation and customer experience.
The turnaround with data, automation, and performance
Although marketplaces were important at the beginning of the operation, entrepreneurs realized the need to invest in their own channel and increase their presence on Google. The challenge was the limitation of the previous platform to offer direct integrations with advertising tools, making it difficult to measure conversions and sustainable growth.
The migration to Tray, which has native integration with Google PMax, allowed the automation of campaigns and segmentations based on artificial intelligence. This enabled a new level of performance: in December 2024, more than half of the sales (51%) came via Google Ads, with a return on advertising spend (ROAS) that exceeded 50 in the early seasonal periods, such as Black Friday and Christmas.
Since then, the company has maintained an average ROAS of 30, focusing on automated campaigns, SEO, and optimized descriptions. PMax automation allows products to be displayed to audiences with a higher propensity to purchase, optimizing investments and eliminating the need for manual analysis of consumer behavior.
Next steps: segmentation and expansion
Casa Lar Shop is now preparing for a new phase of growth with the segmentation of the operation into two brands: one focused on residential furniture and the other, F5 Office, aimed at the corporate audience. The goal is to serve the B2B and B2C segments with more specialization, maintaining digital strategy as a pillar of expansion.
The company has also expanded its ownership team, with the entry of Matheus K. Carrer and Renan Girelli, and has been investing in professionalized marketing and product mix diversification.
