Online furniture sales have been growing in e-commerce. According to a survey by LWSA, a digital solutions ecosystem for companies, SMEs that use the company's e-commerce platforms like Tray moved R$ 104.9 million in sales volume of furniture in 2024, almost 6% more than in 2023 (R$ 99.0 million). Data from the first quarter of 2025 indicate a R$ 8.4 million in transaction volume, a performance that is expected to gain momentum in the second half of the year, traditionally stronger for the sector.
Online sales have been growing 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 movement is Casa Lar Shop, an e-commerce 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, a 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 run at night after the founders' formal work 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, as well as the opening of 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 an expanding niche and designing an operation focused on product curation and customer experience.
The turn with dice, automation, and performance
Although marketplaces were important at the beginning of operations, 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 automation of campaigns and targeting based on artificial intelligence. This enabled a new level of performance: in December 2024, more than half of the sales (51%) came through Google Ads, with a ROAS (return on advertising investment) exceeding 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 its 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 the digital strategy as a pillar of expansion.
The company also expanded its shareholder team with the addition of Matheus K. Carrer and Renan Girelli, and has been investing in professionalized marketing and diversification of its product mix.
