SMEs generate R$ 100 million with online furniture sales

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 such as Tray generated BRL 104.9 million in furniture sales volume in 2024, an increase of nearly 6% compared to 2023 (BRL 99.0 million). Data from the first quarter of 2025 indicates BRL 8.4 million in sales volume, a performance expected to gain traction in the second half of the year, which is traditionally stronger for the sector.

Online sales have grown thanks to the use of technologies such as e-commerce platforms like Tray, owned by LWSA, which enables the creation of online stores, integration with marketplaces, and the implementation 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 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 countryside of Rio Grande do Sul, Casa Lar Shop started as a side project managed at night after the founders' formal working hours. 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 downtown Garibaldi (RS).

The professional background of the founders—one with experience in furniture retail and the other in the home goods sector—contributed to identifying a growing niche and designing 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, the 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 in offering direct integrations with advertising tools, making it difficult to measure conversions and achieve sustainable growth.

The migration to Tray, which has native integration with Google PMax, allowed for the automation of campaigns and segmentation based on artificial intelligence. This enabled a new level of performance: in December 2024, more than half of sales (51%) came via Google Ads, with ROAS (return on advertising spend) exceeding 50 in the first periods of seasonality, 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 purchase propensity, optimizing investments and eliminating the need for manual analysis of consumer behavior.

Next steps: segmentation and expansion

Casa Lar Shop is now preparing a new growth phase by segmenting the operation into two brands: one focused on residential furniture and the other, F5 Office, targeting the corporate audience. The goal is to serve B2B and B2C segments with greater specialization, maintaining the digital strategy as a pillar of expansion.

The company has also expanded its partnership team with the addition of Matheus K. Carrer and Renan Girelli and has been investing in professionalized marketing and diversification of the product mix.