Meet&CoNEW YORK — From the outset of its relaunch, Furniture.com aimed to become a seamless, one-stop destination for furniture shoppers. That vision is now being realized, thanks to new technology and a partnership with Firmly.
Previously, users could browse and save items from multiple brands, but purchases had to be completed on each individual retailer’s site. With the Firmly integration, shoppers can now check out securely across several retailers in one streamlined transaction—moving from browsing to buying with far less friction.
“It was always something we wanted to explore,” said Dan Russotto, general manager at Furniture.com. “But it only became possible recently with how much the technology has evolved.”
Russotto likened the new functionality to platforms like Travelocity, where consumers can either visit individual sellers or use the site to bundle purchases from multiple partners into a single checkout process.
“If a customer wants a sofa from one brand, a rug from another, and a coffee table from a third, they only need to enter their information once,” he explained. “We act as the agent to complete the purchases on their behalf.”
The team began developing the one-stop solution about a year ago, leading up to a soft launch on August 14. A full rollout is expected later this year, likely timed with the Black Friday shopping season.
Retail partners, Russotto said, have responded positively. “They love the shift. While the lead-generation model worked, this approach delivers direct revenue instead of just potential traffic. It’s a more efficient model that really resonates.”
He added that the update aligns with Furniture.com’s mission to simplify the furniture shopping experience while preserving inspiration, personalization, and control for the customer.
“We’re building confidence as a trusted shopping source,” Russotto said. “The feedback has been very encouraging, and we’re gaining momentum. Our goal has always been to guide the decision-making process—and now, to see it through to purchase.”
