What are the most searched home and decor products in Chile?

The most searched products include desks, furniture, sofas, and rugs, highlighting a clear trend for functional items that provide comfort. FREED's study also emphasizes interest in mirrors, futons, and gaming chairs among consumers' top preferences. Recommended reading: Plan de investigación de palabras clave Hogar y Decoración 2021 .

Which brands lead e-commerce searches for home goods?

24% of searches in the sector include a specific mental reference brand. The five brands that dominate the market in Chile by search volume are Sodimac, Falabella, Ripley, Lider, and Homy.

Why is Google essential for the online purchasing process?

Google accounts for over 92% of the global market share and serves as the primary database for consumer behavior. Users turn to this search engine to research needs, compare alternatives, and read experiences before making a purchase on an e-commerce site.

What are the most common search patterns in decor?

Consumers typically search for products based on eight key patterns: product features, space dimensions, design style, and price factor. Queries for specific materials, user segments, home environments, and geographical locations are also common.

How can e-commerce brands improve their visibility according to trends?

Brands should optimize their content by responding to users' specific needs in product descriptions and category pages. Using identified search patterns allows for the creation of guides and blog articles that address questions about materials, styles, and furniture uses. Recommended reading: Mejora hoy la experiencia de usuario (UX) en tu e-commerce .

Understanding e-commerce Search Patterns: The Home and Decor Market Case Study

Article written by Denise Sánchez. Edited by Rafael Baquedano.

Understanding purchasing patterns and consumer behavior is a constant challenge in marketing. A good search experience is crucial for a successful shopping journey. At FREED, we wanted to get closer to the reality of the digital consumer by analyzing search queries made on Google and understanding the competitive landscape of a particular market: home and decor products.

1. Why Google?

First, because people often don't go directly to an e-commerce store or marketplace to buy a product. Before and during the purchase, they look for information related to their needs, the experiences others have had, and the most convenient alternatives.

In this infinite search for information, search engines emerge as major players when making a query related to a product or service.

Second, because as the following graph shows, over the last ten years, Google has remained one of the leading search engines worldwide, holding a market share of 92.05% in February 2021. And along with that, it is probably one of the largest databases on human behavior.

Graph showing the importance of different internet search engines.

Image: Worldwide market share of leading search engines, January 2010 to February 2021, on desktop computers. Source: Statista

Graph showing the importance of Google and Amazon in internet searches.

Source: JumpShot

Marketplaces can be excellent sales channels, and their relevance varies depending on the product category:

Graph showing the importance of marketplaces in internet searches for some products.

2. Why the home and decor market?

The HOME category is among the top 6 consumer trends in e-commerce in 2020, according to the latest Mercadolibre e-commerce Trends 2021 report.

On the other hand, searches for DECORATION products and ideas have significantly increased in recent years: according to Google Trends, particularly since the beginning of the pandemic, people have reallocated part of their budget to make improvements or redecorate their homes.

What did we do?

We conducted a market study based on research of 5,830 keywords or terms people use to search for home and decor products on Google Chile, via their mobile phones and desktop computers.

Cover of the home and decor market study

Below, we present the main search trends classified into 3 points:

1. Most searched product types

We compiled thousands of search terms and selected those that show a clear purchase intent. This allowed us to identify the most searched product types, by average monthly search volume.

These are the top 10 most searched product types:

Desks +195k searches
Furniture +190k
Sofas +156k
Rugs +140k
Mirrors +126k
Futons +117k
Gaming chairs +115k
Coffee tables +114k
Coffee makers +103k
Queen size beds +95k

These product trends allow us to understand consumer demand in Chile for functional products that meet needs in diverse spaces or environments and provide comfort.

2. Top of mind brands in searches

When people search on Google, they often include a brand that is part of a mental reference. These brands can be from the product manufacturer, a retailer, or an e-commerce store.

24% of the search volume in our research includes a brand. For example: "Sodimac nightstands", "Falabella futons", "Ripley coffee tables", and "Lider queen size bed".

Within this 24%, we identified 5 reference brands for consumers:

Sodimac
Falabella
Ripley
Lider
Homy

Identifying brands in search queries allows us to understand, among other things, how the home and decor search market is composed, and the market share of local players.

Additionally, we can have a reference of where to look when we want to know our competitors and which players are setting consumption trends.

3. Search patterns

Consumers go through an exploration and evaluation process, repeating the cycle as many times as necessary to make a purchase decision. In this process, we find common searches for home and decor items.

Here are 8 prominent search patterns:

Product characteristics, example: "round coffee table".
Space characteristics, example: "sofas for small spaces".
Design style, example: "rustic lamps".
Price factor, example: "affordable closets".
Places and locations, example: "Barrio Italia furniture".
User segments, example: "youth furniture".
Material type, example: "rattan patio sets".
Room types, example: "kitchen rugs".

Identifying these consumption patterns among thousands of search terms allows us to understand needs that brands must address through their e-commerce site. How? Through e-commerce content:

product descriptions,
category pages,
blog articles,
guides, among others.

To see the detailed results and learn how you can apply the findings to your e-commerce business, download the FREE and complete Home and Decor Market Study 2021: Most Searched Brands and Products.

What do you think of our study's findings? If you've done keyword research, had you considered the aspects we've shown here?