The E-Commerce Mattress Market: Key Driver

The growth of e-commerce in the mattress industry has been one of the most significant shifts in recent years. The online mattress market has grown due to several key factors: advancements in technology, evolving retail strategies, and a marked shift in consumer preferences towards online shopping. The pandemic accelerated these trends, pushing more people to make large purchases—such as mattresses—from the comfort of their homes.
Valued at approximately USD 15 billion, according to the CSIL report ‘E-commerce in the mattress industry’ the online segment represents around 23% of the total global mattress market.
WORLD E-COMMERCE MATTRESS MARKET. 2019-2024. USD BILLION

While e-commerce for mattresses is a global phenomenon, its adoption varies significantly by region. North America leads the charge, accounting for about USD 7 billion in online mattress sales. The US boasts the highest penetration in terms of mattresses purchased online. The convenience of having a mattress delivered directly to one’s door, coupled with innovations like the “bed-in-abox” (BIB) concept, has made the US a hotbed of online mattress retailing.
Following North America, the Asia-Pacific region—led by China—is the second-largest market for online mattress sales. India, although a smaller player, is showing rapid growth.
Europe ranks third, with 18% of mattress sales occurring online, driven by the UK, Germany, and France.
When looking at individual countries, the US, South Korea, Germany, Canada, and UK have rates for online sales that are above the global average. In contrast, countries like France, China, Spain, Italy, and India show relatively lower levels of e-commerce penetration in the mattress market.
KEY DRIVERS OF MARKET GROWTH
One of the most significant drivers of the e-commerce mattress boom is the popularity of “bed-in-a-box”. These mattresses, compressed and rolled for efficient shipping, have revolutionized the market by reducing transportation costs and simplifying logistics. Innovations in materials, such as spring systems, have expanded the range of BIB products, making them appealing to a wider audience.
This format has been particularly successful in North America and Europe, where consumers value convenience and fast delivery. In CSIL’s survey (September-October 2024) this phenomenon emerged, with more than 60% of respondents supplying BIB mattresses when selling online, and nearly 40% of respondents selling both 100% foam mattresses and hybrid/innerspring mattresses.
Omnichannel strategies also play a crucial role in online mattress sales. Increasingly, online brands are opening physical showrooms or partnering with brick-and-mortar retailers, offering consumers the best of both worlds. Meanwhile, traditional retailers are strengthening their e-commerce platforms to compete in the digital age. Consumer preferences have shifted markedly in favor of online shopping, particularly among younger generations who value convenience, variety, and competitive pricing.
Speed and flexibility in delivery are paramount, with many customers expecting fast, hassle-free service. This is why online mattress companies often offer perks like 100-night trials and white-glove delivery services, which include unpacking the mattress and removing the old one—an increasingly popular feature among consumers willing to pay for a premium experience.
CHALLENGES AND COMPETITIVE DYNAMICS
Despite the success of online mattress sales, the market faces several challenges. Inflationary pressures have raised production costs, squeezing profit margins for both manufacturers and retailers.
This, combined with softened demand for home-related products, has led to a slowdown in growth in mature markets like North America and Europe. Additionally, economic uncertainty has dampened consumer confidence, making big-ticket items like mattresses a tougher sell. Nevertheless, the competitive landscape continues to evolve.
Traditional mattress manufacturers are increasingly acquiring online companies to expand their digital reach, while online brands are benefiting from the established infrastructure and resources of these larger players. Recent examples include Serta Simmons Bedding’s acquisition of Tuft & Needle and Sleep Country’s acquisition of Endy and Casper’s Canadian assets. This consolidation allows companies to diversify their product offerings and scale up in a highly competitive environment.
Moreover, the increasing influence of online sales is leading to vertical integration within the mattress supply chain. Major PU foam suppliers are taking a more active role by supplying private labael finished mattresses directly (mainly bed-in-a-box mattresses) to online retailers or acquiring mattress manufacturers.
THE FUTURE OF ONLINE MATTRESS SALES
Looking ahead, the global e-commerce mattress market is expected to stabilize at around 23% of the total market in 2024. While growth in North America and Europe may slow, developing markets, particularly in Asia, offer significant opportunities. India, for example, is poised for continued expansion as demand for higher-quality sleep products rises among its growing middle class.
The increasing awareness of the health benefits of good sleep is also driving demand, particularly in the high-end market. Consumers are willing to invest more in their sleep environment, and mattress companies are responding by offering premium products with enhanced features like cooling technology, adjustable firmness, and eco-friendly materials.
Innovations in the “bed-in-a-box” category continue to evolve, with hybrid models combining foam and innerspring systems becoming increasingly popular. Moreover, the “sleep economy” is expanding beyond mattresses to include pillows, bedding, and sleep-tracking technology.
As consumers become more aware of the importance of quality sleep, companies are capitalizing on this trend by offering a broader range of products aimed at improving sleep health.
Source: The CSIL Report ‘E-commerce in the mattress industry’ offers a detailed analysis of the online mattress market and the most up-to-date data and statistics of the sector. More info at https://www.worldfurnitureonline.com/report/e-commerce-in-the-mattress-industry