A single product sold 16,500 units, and TikTok is changing the home business.

Furniture, it seems, is not an ideal product for short-video e-commerce.

Bed frames are bulky and expensive to ship, and before buying, consumers also have to consider dimensions, installation, load-bearing capacity, and room style, so the decision is not easy.

But HOOMIC's performance on TikTok Shop in the U.S. provides a case worth observing.

HOOMIC's store has sold about 79,000 items cumulatively, has more than 31,000 followers, and has posted 403 videos. Among them, a modern upholstered bed frame has cumulative sales of more than 16,500 units, and another multi-level cat tree has also sold about 5,000 units.

For products like furniture that need to balance appearance, function, and actual user experience, these numbers already offer some reference value.

Image source: HOOMIC

Starting with a bed, finding one's own position

According to public store information, the seller behind HOOMIC's U.S. TikTok Shop is Shenzhen Senyue Technology Co., Ltd. The brand's official website, meanwhile, uses an independent site to handle consumers' product browsing and purchasing needs.

Although their core product is bed frames, they have not limited themselves to just one design or one function.

For example, upholstered beds emphasize appearance and bedroom atmosphere, metal bed frames emphasize structure and practicality, and storage beds attempt to solve the problem of utilizing under-bed space. Some products also add designs such as adjustable headboards, LED lighting, or charging ports.

These products may all seem to revolve around a bed, but in fact they correspond to different reasons for purchase: some people want the bedroom to feel more designed, some need more storage space, and some hope the bed frame itself can provide a more convenient daily use experience.

HOOMIC's product approach is to give the same basic category more segmented choices, rather than relying on a single style to cover all consumers.

Image source: HOOMIC

When furniture goes global, what is also being sold is consumers' imagination of home

Furniture is a mature consumer market, but maturity does not mean there are no opportunities.

Especially as online shopping gradually becomes an important channel for consumers to buy furniture, the way products are displayed, purchasing convenience, and brand reach are all influencing consumers' choices.

According to Technavio's market forecast, from 2024 to 2029, the U.S. online home furniture market is expected to increase by USD 6.45 billion, with a compound annual growth rate of about 4.4%.

This set of data does not reflect that all furniture brands can grow easily, but rather that online channels still have market space worth pursuing.

Image source: technavio

Whether a bed frame looks good can be preliminarily judged through pictures; whether it is sturdy, whether installation is convenient, and whether the actual dimensions are suitable require more information to determine.

This also means that when furniture brands compete online, they cannot rely only on a few white-background images on product pages.

What consumers need to see is not only what the furniture looks like, but also what it will look like after it is placed in real life.

This is exactly where short videos can play a role.

Traditional e-commerce is better at serving purchase demand that has already formed; consumers search for bed frames and cat trees, then compare products; content platforms, by contrast, have the opportunity to first present a life scenario, letting consumers become aware of their needs while watching.

Image source: TikTok Shop

First make the product visible, then make the demand understood

If the market changes in the furniture industry have provided opportunities, then HOOMIC's performance on TikTok Shop gives these opportunities a more specific subject for observation.

First, turn the functional differences among different products into intuitive display content.

The specifications of bed frames may look much the same, but in actual use, there are still quite a few differences.

Take HOOMIC's metal platform bed frame as an example; the product page emphasizes features such as under-bed storage space.

If these selling points are only written on the detail page, consumers need to read and understand them themselves; when put into short videos, various interpretations make the product features easier to see.

Just like the video below, the influencer directly crawls out from the under-bed storage space, and one action fully demonstrates the features of large space and convenient use.

Image source: TikTok

However, the display logic for upholstered bed frames is different.

For example, a modern velvet upholstered bed frame from HOOMIC features a vertically textured headboard and high backrest design. On its TikTok Shop product page, sales have exceeded 16,500 units.

Compared with simply introducing the material and dimensions, this type of product is more easily displayed through real bedroom scenes, allowing consumers to intuitively feel its design effect.

Image source: TikTok Shop

Second, letinfluencersbecome users of the product, not just introducers.

Home products have a natural connection with lifestyle.

Different types of influencers can provide different reasons to watch. Some focus on whether the room is beautiful, some on whether storage is convenient, and others care more about whether pets like it.

For brands, this division of content helps the same product enter the view of different interest groups.

However, the specific cooperation effect still needs to be verified through data such as video performance, product clicks, transactions, and input-output; it cannot be simply assumed that the more influencers there are, the higher sales will definitely be.

Image source: Kalodata

So, how exactly should influencers be found? You can start with influencers who have already brought transactions to the brand.

For example, @sarahgibbons_ often shares daily good products worth buying, with content covering multiple fields such as clothing and home, and has a certain fit with the home consumer group HOOMIC hopes to reach. According to Kalodata data, the transaction amount of products associated with this influencer is about $25,700.

Another influencer, @_lisa_stark_, has a personal life-sharing attribute and is suitable for displaying products from the perspective of real use and daily experience; the transaction amount of associated products is about $30,600.

This also shows that for brands like HOOMIC, creators who can place products in real-life scenarios and let consumers intuitively see product value are often more worth prioritizing for testing.

Image source: Kalodata

Going global cannot mean merely moving products overseas

The HOOMIC case does not mean that a bed frame can sell tens of thousands of units simply by being put on TikTok.

Market size, product design, price competitiveness, supply chain capabilities, and platform traffic all affect the final result. Public sales figures are only one facet for observing brand performance, not the entire basis for judging business quality.

But it offers a direction worth considering: for products like furniture that traditionally rely on search, detail pages, and offline experiences, content platforms are providing new ways to showcase them. Products do not have to wait until consumers actively search for them to appear; they can first enter consumers' field of view through specific life scenarios.

What consumers ultimately buy may just be a bed frame, but before deciding to purchase, what they often want to see is what changes this bed frame will bring after it is placed into their own lives.