Online furniture sales have been growing in e-commerce. According to a survey by LWSA, a digital solutions ecosystem for businesses, SMEs using the company’s e-commerce platforms like Tray generated R$104.9 million in furniture sales volume in 2024, nearly 6% compared to 2023 (R$99.0 million). First-quarter 2025 data indicates R$8.4 million in sales volume, a performance expected to gain traction in the second half of the year, traditionally stronger for the sector.
Online sales have grown thanks to technologies like e-commerce platforms such as Tray, owned by LWSA, which enables the creation of online stores, integration with marketplaces, and the execution of strategies to scale online sales.
One example of this trend is Casa Lar Shop, an e-commerce business in the furniture and decor sector, which saw its revenue triple in just two months after adopting the Tray platform integrated with Google PMax. This change marked a turnaround for the brand, 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 began as a side project worked on at night after the founders’ formal work hours. Over time, dedication to the business allowed the operation to move from the parents’ attic to a 3,000 m² distribution center, along with opening a branch in Minas Gerais and a physical store in downtown Garibaldi (RS).
The founders’ professional backgrounds—one with experience in furniture retail and the other in home goods—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 early on, the entrepreneurs realized the need to invest in their own channel and increase their presence on Google. The challenge was the limitations of their previous platform in offering direct integrations with ad tools, making it difficult to measure conversions and sustain growth.
Migrating to Tray, which has native integration with Google PMax, allowed them to automate campaigns and segmentations based on artificial intelligence. This enabled a new level of performance: in December 2024, over half of sales (51%) came via Google Ads, with ROAS (return on ad spend) exceeding 50 during peak seasons like 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 ensures products are shown to audiences with higher purchase intent, optimizing investments and eliminating the need for manual consumer behavior analysis.
Next steps: segmentation and expansion
Casa Lar Shop is now preparing for a new growth phase by segmenting operations into two brands: one focused on residential furniture and another, F5 Office, targeting corporate clients. The goal is to serve B2B and B2C segments with greater specialization while keeping digital strategy as the expansion pillar.
The company has also expanded its partnership team with the addition of Matheus K. Carrer and Renan Girelli and is investing in professionalized marketing and product mix diversification.
