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Case study Family Meble

eMAG

RON 2m in revenue at 5% ACOS: a sales strategy for a furniture manufacturer on eMAG

Red upholstered armchair
  • RON 1.97min net sales on eMAG
    (Jun 2022 – Sep 2024)
  • 5.38%ACOS on eMAG Ads campaigns
    (Dec 2022 – Sep 2024)
  • +47%sales in year 2 together
    (Jun 2023 – May 2024, YoY)

About the client

Family Meble is a furniture manufacturer specialising mainly in Scandinavian armchairs, as well as sofas and corner sofas.

Before our partnership began, the company already had an established position in the Polish market, selling online on Allegro and through its own online shop.

Bedroom with a burgundy upholstered bed

What you’ll find in the Family Meble range

CategoryExample products
Upholstered furniturearmchairs, sofas, settees, sofa beds, corner sofas, pouffes, upholstered chairs

Industry

The upholstered furniture market is one of those e-commerce segments where competition grows year on year – both from local makers and from large retail chains. For a Polish manufacturer, this means standing out not only through build quality but also through the way its range is presented online. Entering a foreign marketplace such as eMAG opens up access to a new customer base, but it also requires adapting the range to the local market – different consumer expectations, different logistics and different price competition.

The Client’s challenges

As early as the free consultation, we and the Client identified quite a few sales blockers:

  • Disorganised listings with no variants and too few keywords: the upholstered furniture listings were unstructured, product variants were missing and the titles lacked enough keywords, which hurt both visibility and appeal to customers.

  • Low visibility of listings on eMAG: the products had poor visibility, which made it hard to reach potential customers in the Romanian market.

  • No brand exposure in the listings: the brand was not properly promoted in product descriptions and presentation, which limited recognition and consumer trust in the furniture sector.

  • A narrow product portfolio on the platform: the limited number of products offered on eMAG reduced sales potential and made the range less attractive to customers.

  • Account settings in need of optimisation: the account had to be configured correctly, including courier accounts, returns, shipping costs and times, as well as unlocking the relevant product categories.

Many of these difficulties are problems faced by every sofa and armchair manufacturer taking its range to a foreign furniture market – only concrete action turns a product’s potential into real sales.

Goal

The main goals of our partnership with the client are:

  • Building a strong brand in the fast-growing Romanian market via the eMAG platform,
  • Getting the products in front of as many consumers as possible.

Our actions

eMAG – registration and launching sales

Analysis – account settings

We started with a full analysis of the existing account. We checked and corrected all the key settings, such as:

  • courier account settings,
  • shipping cost settings,
  • optimal shipping times,
  • returns settings,
  • unlocking categories.

Analysis for sales growth

We also analysed the challenges we would have to tackle to grow sales:

  • disorganised listings (no variants),
  • too few keywords in titles,
  • low listing visibility,
  • no brand exposure in the listings,
  • a narrow range of listings on the platform.

Rolling out the range

Our first move was to roll out the full range on the eMAG marketplace to increase sales opportunities. We made sure that every listing contained well-chosen keywords and clear, easy-to-read descriptions that help customers make purchasing decisions while dispelling any doubts. In practice, this meant, among other things, expanding the presentation of products such as sofa beds, sofas, armchairs and upholstered chairs with colour and fabric variants.

At this stage, we also ensured proper product exposure through variants, which boosts the visibility of the other listings and lets customers choose from different colour options of a product.

eMAG listing for a Family Meble armchair with footstool, showing colour variants

Listing visibility – eMAG Ads campaigns

To increase the visibility of the listings, we started promoting them with the tool the platform provides – eMAG Ads. Our strategy was to promote individual product groups, which allowed us to manage the campaigns effectively by concentrating the budget on the right products and keeping costs under proper control.

We set up the campaigns at the end of January 2023, and practically from the very start they have delivered the expected results and been a key driver of sales, accounting for 32% of the total revenue generated by the account.

Sales from eMAG Ads (RON)

Sales from eMAG Ads (RON)
February 202326,987
March 202335,090
April 202321,974
May 202321,379
June 202336,029
July 202330,535
August 202339,096
September 202331,680
October 202338,615
November 202378,627
December 202310,827
January 20244,944
February 202419,731
March 202429,070
April 202442,598
May 202428,544
June 202434,472
July 202417,419
August 202435,456
September 202436,326

eMAG Ads optimisation

An extremely important part of our work is keeping advertising costs as low as possible. To do this, we use campaign efficiency metrics such as Advertising Cost of Sale (ACOS) – the ratio of ad spend to revenue generated by ads – and Total Advertising Cost of Sale (TACOS) – the ratio of ad spend to the total revenue generated by the account. Low values of both metrics mean that only a small share of sales revenue is spent on advertising. As sales grow, both usually rise at first too.

Since the campaigns were launched, we have kept ACOS at a very low level, averaging 5.38%. This is a very good result, considering the competition on the marketplace and the fact that sales are growing month on month.

eMAG Ads campaign ACOS (%)

eMAG Ads campaign ACOS (%)
February 20233.87
March 20231.35
April 20239.59
May 202310.47
June 20234.89
July 20236.11
August 20234.62
September 20235.82
October 20235.12
November 20233.21
December 20235.31
January 202421
February 202411.46
March 20245.59
April 20244.29
May 20246.2
June 20244.49
July 20247.12
August 20244.78
September 20244.37

eMAG Ads – campaign results

MetricDec 2022 – Sep 2024
Clicks117 047
Impressions8 359 697
CTR1,40%
Average cost per click (CPC)RON 0.35
Ad spendRON 41,205.14
CPS (cost / order value)5,38%
Order valueRON 765,777.22
Products sold730

eMAG Ads dashboard, period 1 Dec 2022 – 30 Sep 2024.

Promotional campaigns

Another very important element of selling furniture on eMAG is taking part in recurring promotional campaigns, which have a significant impact on sales growth. The key here is to regularly submit products to these campaigns, which actually run every month.

With this approach, we can increase monthly sales by tens of per cent. During Black Friday, sales can grow by as much as several hundred per cent, as our partner Family Meble shows.

Net sales value (RON)
Net sales value (RON)
June 202215,434
July 202227,327
August 202224,393
September 202242,285
October 202251,925
November 202282,899
December 202290,813
January 202349,797
February 202389,918
March 202356,887
April 202381,151
May 202373,539
June 202358,987
July 202355,062
August 202373,323
September 202356,184
October 202384,660
November 2023246,234
December 202376,477
January 202457,516
February 202458,599
March 202468,416
April 202491,877
May 202480,450
June 202469,490
July 202436,545
August 202496,441
September 202469,531

Results of the actions taken

Once the partnership began and the strategy was gradually put into practice, the expected cycle of sales growth set in. Over 2 years of working together, the account generated almost RON 2m and more than 1,500 orders.

Net sales value (RON)
Net sales value (RON)
June 202215,434
July 202227,327
August 202224,393
September 202242,285
October 202251,925
November 202282,899
December 202290,813
January 202349,797
February 202389,918
March 202356,887
April 202381,151
May 202373,539
June 202358,987
July 202355,062
August 202373,323
September 202356,184
October 202384,660
November 2023246,234
December 202376,477
January 202457,516
February 202458,599
March 202468,416
April 202491,877
May 202480,450
June 202469,490
July 202436,545
August 202496,441
September 202469,531

Campaign results

The advertising campaign was consistently kept within the agreed advertising budget. Over the course of the campaign, we achieved an average return on investment of 5.38%.

Next steps

  • Scaling sales in Romania by expanding the portfolio, actively taking part in promotional campaigns and running eMAG Ads,
  • Growing sales on other marketplaces, such as Amazon.de, Kaufland.de, Pigu.lt, Home24.de, XXXLutz.de.
Sales from eMAG Ads (RON)
February 202326,9873.87 %
March 202335,0901.35 %
April 202321,9749.59 %
May 202321,37910.47 %
June 202336,0294.89 %
July 202330,5356.11 %
August 202339,0964.62 %
September 202331,6805.82 %
October 202338,6155.12 %
November 202378,6273.21 %
December 202310,8275.31 %
January 20244,94421 %
February 202419,73111.46 %
March 202429,0705.59 %
April 202442,5984.29 %
May 202428,5446.2 %
June 202434,4724.49 %
July 202417,4197.12 %
August 202435,4564.78 %
September 202436,3264.37 %

Summary

...and we’re not done yet!

Our partnership with Family Meble is ongoing, which means we keep adapting and optimising every element of sales to the ever-changing conditions for sellers on a marketplace like eMAG. We are also growing sales in other markets and on other platforms. The Family Meble case study shows that a Polish manufacturer of upholstered furniture can successfully grow its sales on eMAG, as long as each stage – from account optimisation to advertising campaigns – is implemented consistently.

We believe in our clients’ products, which is why we successfully boost their sales!

Thank you for your trust!

Google review: five stars, the partnership with Raise Your Sales is heading in a very good direction
Arkadiusz WierzbińskiCEO at Family Meble

Want to achieve similar results for your furniture business?

We specialise in helping manufacturers and distributors sell furniture on eMAG and other marketplaces. For many years, we have been helping furniture businesses increase listing visibility, improve conversion and scale their online sales.

If you are wondering whether your business has the potential to grow on marketplaces, let’s talk. We will analyse your situation and tell you honestly whether and how we can increase your profits.

  • RON 246,234in sales in November 2023
    (Black Friday)
  • RON 1min sales on eMAG
    in 2023

Let's talk about growing your sales across marketplaces!

Contact Raise Your Sales
Phone number+44 (0) 7520 603 898E-mail addresshello@rysagency.comFree Consultation