Strategic Growth via Wayfair and Shopify
As of 2025, the US furniture market is still sizable. According to research, the home furniture market has reached 193.6 billion USD. For manufacturers exporting from Turkey, these figures mean great opportunities. However, in order to benefit from these opportunities efficiently, it is necessary to use both B2B and B2C platforms with the right strategy. In this blog post, we will detail Turkey's sectoral advantages, opportunities in the US market, and strategic ways to export via Wayfair and Shopify.
Turkey's Sectoral Advantages (2025)
Turkey still has an advantage in the quality-price balance in furniture production. As of 2025, here are the advantages to pay attention to:
- The shift to modular systems in production and the ability to respond quickly to customization demands: Consumers in the US are now looking for unique design, rather than a "one size fits all" product.
- Logistical advantage of Turkish origin as an alternative to imports: Thanks to its proximity to Europe and Western Ports, shipment times and cost advantages can be achieved.
Due to supply problems in the Far East, container crises and increased political risks, production bases such as Turkey have become the subject of re-evaluation. For example, in the US furniture imports, tariff pressure has increased in 2025 on products originating from China and Vietnam.
- Perception of high quality: In segments such as wooden furniture, the quality offered by Turkish production can be a reason for preference for US consumers.
- Widespread availability of documents such as FSC and ISPM-15.
- Variety of products combining craftsmanship and modern design.
Wayfair and the Advantage of Entering Turkey as a Brand
Wayfair is a major online sales platform for furniture and home decor in the US. For a manufacturer from Turkey, this platform can offer the following advantages:
- High visibility: Even if brand awareness is low, Wayfair can drive significant traffic.
- Flexibility for dropship or "small first batch" model: The chance to get started without taking big inventory risks.
- Potential to access B2B orders as well as B2C: Areas such as interior design projects, hotel/lobby equipment, etc. may come into play.
However, this process is not just about shipping products; it includes a series of operational elements such as Wayfair's supplier on boarding requirements, the product's visual-technical file infrastructure, US logistics, customs and customer service integration. This preparation process can also create a competitive advantage for Turkish manufacturers looking to brand themselves.
Preparation Steps as a Trademark Originating in Turkey
Product Preparation and Technical Infrastructure
- Professional product photos, assembly guides, measurement tables should be created.
- Appropriate content (e.g. SKU, BIS code, material declaration) should be prepared for the Wayfair portal's supplier materials.
USA Legal/Logistics Infrastructure
- To do business in the US, you may need a company infrastructure (LLC or similar) and a tax number such as an EIN.
- It is important to have clear "Importer of Record (IOR)" and customs coding during the import process. Tariff risk has increased as of 2025.
- Cost and time balance should be considered when evaluating sea container or airline alternatives for shipment.
Brand and Communication Strategy
- Combine the "Made in Turkey" advantage with an emphasis on quality and design. When positioned correctly, Turkish production can create a perception advantage in the US market.
- Brand visibility should be increased through influencer / social media collaborations.
Wayfair Onboarding and After Sales Process
- Registration as a supplier on the Wayfair platform, product upload, logistics integration should be done.
- Post-order processes (shipping, customer service, returns management) should work flawlessly, as bad reviews negatively affect the brand's visibility.
Tariff Risk and Global Resource Diversification
- In 2025, tariffs on some furniture items are on the agenda for the US. This could create opportunities for producers from Turkey on two fronts: on the one hand, increased costs at competing sources, and on the other hand, the ability to gain an advantage with the rapid flexibility of Turkish producers. However, risk management should still be done through origin and HS code declarations.
Points to Consider
- Packaging, labeling and assembly instructions for products leaving Turkey must comply with US standards. Otherwise, there may be delays and extra costs at customs.
- In terms of logistics, cargo volume and product weight can significantly affect the cost of shipments to the US. Especially for bulky products such as furniture, the "unit transportation cost" can be high.
- Post-sale return rates can often be higher in the US; the brand's returns management and customer service infrastructure will be critical.
- Container prices, shipment times and port delays still need to be taken into account in the Turkey-US logistics chain.
B2B Success Strategy with Wayfair
As one of the largest furniture marketplaces in the US, Wayfair can be a strong starting point for Turkish exporters. Suggestions for success on Wayfair:
1. Create your product range from simple, useful and easy-to-assemble models.
2. Analyze the sizing, color palette and price level specific to the US market.
3. Ensure fast delivery by working with Wayfair's logistics partner (such as CastleGate).
4. Write product descriptions simply and without technical terms. For example, the phrase "easy assembly" increases conversion rates.
5. Take over the customs processes completely by sending samples based on DDP.
Wayfair Seller Insurance Requirements
- Compulsory Insurance Type:
Commercial General Liability Insurance (CGL), including product liability. - Minimum Margin:
$1,000,000/case $2,000,000/year total
- Wayfair must be added as Additional Insured:
"Wayfair LLC, Boston, MA" must be listed on the certificate of insurance. - This insurance is mandatory even if you are not a US-based Seller.
- Document Form:
Certificate of Insurance (COI) in PDF format.
- B) Reaching Consumers Directly with Website (Shopify)
- Shopify acts as a digital showcase for Turkish manufacturers to reach the end user directly.
- The following strategies can be applied for success:
- 1. The ability to show the user the furniture in their room with 3D modeling or AR (augmented reality) on the website.
- 2. Provide after-sales installation support (via PDF, video or QR code).
- 3. Organize integrated campaigns with channels such as Google Shopping and Instagram Shop.
- 4. Offer a loyalty program or a special discount for the first purchase.
- 5. Create a "room collections" tab in the Shopify store to offer custom combinations for all rooms.
- Logistics and Customs Process
- Logistics and customs management is one of the most important issues when shipping bulky products such as furniture. As Export Partners, we offer the following supports:
- - Air cargo: Ideal for samples and urgent deliveries.
- - Sea cargo: Economical solution for pallet-based, large shipments.
- - IOR (Importer of Record) service for customs processes.
- - US and Canadian customs code (EIN, BN) procurement and declaration management.
- - ISPM-15, FSC and CPSIA certificates for wood products.
- - Fully integrated service for DDP (Delivered Duty Paid) based deliveries.
- Mandatory Documents and Legislation for Wood Product Exports to the USA
- 1. ISPM-15 Certificate
- Mandatory for whom?: All exporters using wooden packaging materials such as wooden pallets, crates, crates, wedges, crates, packaging, etc.
- What it provides: International standard certifying that wood packaging material is free from harmful organisms (heat treatment or methyl bromide fumigation).
- Who to buy from in Turkey: From companies authorized by the Ministry of Agriculture and Forestry or from operators approved by the TAREKS system.
- 2. FSC Certificate (Forest Stewardship Council)
- Recommended for whom?: For companies producing wooden furniture and decoration products.
- What does it provide?: Indicates that the wood used in the product comes from sustainable forests. Provides a great advantage in terms of brand reputation due to environmental sensitivity in the US and EU markets.
- Is it mandatory?: It is not legally mandatory, but it is very likely to be required by buyers, especially on platforms such as Wayfair and Amazon.
- 3. LACEY ACT Notice
- It is implemented by the US Department of Agriculture (USDA).
- What does it provide?: Requires proof that all plant-based products (e.g. furniture, parquet, wood accessories) shipped to the US come from legitimate sources.
- Is it compulsory?: Yes. By 2025, a Lacey Act Declaration (APHIS PPQ Form 505) must be submitted to USDA for all wood product imports.
- In the event of misrepresentation, US Customs may seize the goods or take administrative/final action.
- The Lacey Act requires not only that the wood comes from legal slaughter, but also that the entire supply chain is transparent. For products originating from Turkey, this process can usually be easily completed with the right documentation.
- As Export Partners Turkey, we offer full support in the preparation of these documents, ensuring technical compliance and making digital Lacey declarations .
FREQUENTLY ASKED QUESTIONS - FURNITURE EXPORTS
1. Which certificates are mandatory when shipping furniture to the USA?
Mandatory documentation for furniture exports to the US varies by product type, but generally:
ISPM-15 Certificate (mandatory for wooden pallets),
FSC Certification (recommended for products from sustainable sources),
Lacey Act Compliance Notice (declaration of origin of wood),
Documents such as CPSIA Compliance Certificate (for children's furniture) are required. Especially for products with wood and textile components, these documents are critical for exports not to get stuck at customs.
2. What do "IOR" and "Bond" mean in US customs and why are they important as exporters?
IOR (Importer of Record): The person or company that officially handles imports in the US and assumes full customs responsibility. If the receiving company is unable to provide this service, it can be outsourced.
Customs Bond: A type of insurance required by US customs that guarantees the financial and legal liability of import transactions. In the DDP (Delivered Duty Paid) model, this is usually mandatory.
If you, as an exporter, do not pay attention to these details, the goods may wait at the port or be returned.
3. Should I use different pricing and logistics strategies when selling on Shopify and Wayfair?
Yes.
Wayfair emphasizes discounting, volume-based sales and fast shipping. Price competition is important here.
Shopify is like a showcase for your own brand. Higher prices, more product information and loyalty strategies can be used to increase profitability.
The target audience of the two platforms is different, so a platform-specific strategy is recommended, not a singular one.
4. This will be my first time shipping to the US, can I get support on the customs process and shipping side?
Of course.
As Export Partners:
Proforma + Packing List preparation,
Air / sea cargo organization,
US customs entry procedures,
We provide end-to-end support such as IOR and Bond service.
We don't just ship products, we are with you at all operational stages to help you complete the process smoothly.
5. How can I sell to corporate projects such as HoReCa (hotel, restaurant, cafe) in the US?
For this
Corporate catalog in English,
Documents that the institutional buyer may request, such as FSC/Lacey,
The DDP model requires the ability to deliver in full.
It's also a great advantage to create a "contact form for corporate inquiries" on your Shopify website. We can manage the process from integration of this form to quotation on your behalf.
Conclusion
Brand visibility can be achieved with Wayfair and direct sales with Shopify. As Export Partners, we offer end-to-end support in market analysis, operational consultancy, documentation, cargo and customs processes.
Timing, preparation and operational discipline are of great importance for furniture exports from Turkey to the US. Especially platforms such as Wayfair allow Turkish brands to gain visibility quickly. However, as competition increases, production power alone is not enough; logistics, customs, platform requirements and brand strategy should be carried out together.
As a Turkish manufacturer, if you want to be permanent in the US market, you should adopt the triad of "customer-oriented product + logistics compatibility + digital brand management". As Export Partners, we are ready to support you on this journey.
