AI, 3D visualisation and faster fulfilment are reshaping how consumers discover, personalise and buy furniture online.
Interio by Godrej is scaling its D2C and e-commerce-led furniture business by combining technology, personalised shopping and a wider fulfilment network. Its e-commerce business has grown 14X in three years and now contributes 15% of the company’s furniture business.
The brand is using AI-powered recommendations, 3D visualisation, Room Planner and configurable furniture to make online furniture discovery and personalisation easier. These digital tools have contributed to a 6% improvement in conversion rates, strengthening the role of technology in its D2C growth strategy.
Interio has also significantly expanded its delivery and installation network, from 1,200 to more than 20,000 pincodes. The company now enables 24-hour delivery and installation across state capitals, addressing one of the key challenges in furniture e-commerce: fulfilment.
Its digital engagement tools are deployed across 137 stores in 20 cities, connecting the online and offline customer journey. This omnichannel approach allows customers to explore digitally while still accessing physical retail touchpoints.
Another focus is UP MODS, a modular furniture platform offering more than 2,450 configuration combinations. Customers can modify, expand and upgrade furniture as their needs change, adding flexibility to the buying experience.
Interio is also investing in RPA and integrated supply-chain technology to improve fulfilment and operational efficiency. For a D2C furniture business, these capabilities can support faster execution as digital demand scales.
The broader strategy reflects how established furniture brands are using technology to compete in e-commerce while improving the consumer journey. With e-commerce already accounting for 15% of its furniture business, Interio’s 14X growth demonstrates the increasing importance of digital channels.
By combining AI-led discovery, 3D visualisation, configurable products, expanded delivery coverage and integrated supply-chain technology, Interio is building a technology-led D2C furniture model focused on convenience, personalisation and conversion. The model also brings greater choice, convenience and confidence to customers shopping for furniture online.
Source: Based on reporting by ET Retail, with additional editorial adaptation and analysis.
