As the United States enters 2025, the furniture export industry is poised for robust growth, driven by a combination of rising housing demand, population expansion, and evolving consumer preferences. For exporters from countries like Indonesia, Vietnam, and Malaysia, the U.S. remains a lucrative market, presenting an array of opportunities for growth.
Rising Housing Demand
The U.S. housing market, a critical driver of furniture sales, is showing signs of sustained demand. According to data from the U.S. Census Bureau, the country’s population reached approximately 334 million in 2024, with a steady annual growth rate of 0.4%. This growth, while modest, continues to fuel household formation. The number of households in the U.S. is projected to exceed 129 million by mid-2025, up from 128.2 million in 2024, according to the Joint Center for Housing Studies at Harvard University.
First-time homebuyers are anticipated to play a pivotal role in this trend. Millennials, who account for the largest share of the U.S. workforce, are increasingly entering their prime home-buying years. This demographic shift is expected to boost demand for affordable and functional furniture, creating a surge in opportunities for exporters specializing in these categories.
Consumer Spending on the Rise
Furniture spending in the U.S. has shown resilience despite economic uncertainties. According to the Bureau of Economic Analysis, U.S. household spending on furniture and home furnishings reached $144.5 billion in 2024, marking a 3.2% increase from the previous year. Analysts predict this upward trajectory will continue in 2025, buoyed by stable employment rates and wage growth.
A notable trend shaping the market is the shift toward sustainable and customizable furniture. Environmentally conscious consumers are driving demand for products made from renewable materials, a niche that exporters from Southeast Asia, with their abundant natural resources, are well-positioned to fulfill. Additionally, the preference for modular and multifunctional furniture reflects changing lifestyles, particularly among urban dwellers.
Opportunities for Exporters
The U.S.’s appetite for imported furniture is evident in trade statistics. In 2024, the country imported $67.2 billion worth of furniture, an increase of 5.7% from 2023, according to data from the International Trade Centre (ITC). Major suppliers included China, Vietnam, and Indonesia, collectively accounting for over 60% of total imports.
Indonesia, in particular, has made significant strides in carving out a niche in the U.S. market. Exports of wooden furniture from Indonesia to the U.S. surged by 12% in 2024, reaching $1.8 billion. The country’s expertise in craftsmanship, coupled with competitive pricing, has solidified its reputation as a reliable supplier.
Vietnam, another dominant player, exported $9.3 billion worth of furniture to the U.S. in 2024, marking a 7% year-over-year growth. Vietnamese exporters have capitalized on trade tensions between the U.S. and China, positioning themselves as a viable alternative for American importers.
While the prospects are promising, furniture exporters must navigate a range of challenges to succeed in the U.S. market. Tariff policies remain a key concern, particularly for countries without preferential trade agreements. For example, while Vietnam enjoys tariff advantages under its bilateral trade agreements with the U.S., exporters from countries like Indonesia often face higher duties, which can erode price competitiveness.
Logistics and supply chain disruptions are additional hurdles. The pandemic-induced challenges of 2020-2022 have underscored the importance of resilient supply chains. Exporters must invest in efficient shipping and inventory management systems to meet the expectations of U.S. buyers.
E-commerce continues to reshape the way furniture is marketed and sold in the U.S. The rise of online furniture retailers such as Wayfair and Overstock has created new opportunities for exporters to reach American consumers directly. Cross-border e-commerce, supported by platforms like Amazon and Alibaba, is expected to grow by 15% in 2025, according to Forrester Research.
Exporters who embrace digital tools to streamline operations, such as virtual showrooms and online order tracking, will likely gain a competitive edge. These innovations not only enhance customer experience but also build trust among buyers, a critical factor in sustaining long-term trade relationships.
Sustainability as a Selling Point
As U.S. consumers place greater emphasis on sustainability, exporters who align with these values are more likely to thrive. Certification schemes such as Forest Stewardship Council (FSC) certification are becoming essential for market entry. Exporters that invest in eco-friendly production processes and adopt transparent sourcing practices are better positioned to appeal to environmentally conscious buyers.
In 2025, green initiatives are expected to gain further traction, with the U.S. government’s renewed focus on climate-friendly policies. Exporters who proactively align with these trends will not only enhance their marketability but also contribute to global sustainability efforts.
