Florida’s home improvement market is booming. According to a research report from IBISWorld published in April 2025, the state’s home improvement store market is expected to reach $19.1 billion this year — a substantial share of the nearly $300 billion U.S. industry.
And yet, while the dollars are flowing, most local businesses are structurally unprepared to capture this demand where it matters most: online.
The way people shop for remodeling materials and plan home improvement projects has fundamentally changed. Today, the customer journey almost always begins online — with a search, a scroll, a comparison. Yet, in one of the country’s most dynamic markets, a vast majority of local home improvement businesses are still operating as if the digital shift never happened.
At Plaiwoo, we recently conducted a deep dive into the digital presence of 460 independently owned home improvement stores across South Florida. What we found wasn’t just a tech gap — it was a wake-up call.
What the Data Shows
We categorized businesses based on their online presence and ability to facilitate a digital sales experience. Here's what we uncovered:
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No Website at All
46.3% of businesses have no online presence whatsoever. In a world where visibility starts with a search engine, this means they're essentially invisible to modern customers. -
Website Without Sales Capability
45.4% have a website, but these are mostly static — digital brochures that don’t enable any interaction or transactions. No product catalog, no quotes, no purchases. -
Basic E-Commerce, Poor Execution
6.1% allow online purchases, but the experience is so cumbersome — due to poor design, unclear navigation, or missing features — that customers are likely to abandon their carts before checking out. -
Fully Functional E-Commerce Platform
Only 2.2% offer a seamless, mobile-optimized, branded digital experience with strong e-commerce functionality. These are the rare exceptions that are positioned for growth in the digital age.
The Bigger Picture
Over 97% of local players in the home improvement space are underperforming online. This doesn’t just represent a missed opportunity — it’s a serious threat to their long-term competitiveness. The consequences are clear:
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Missed visibility when customers are searching
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Lost revenue from digital shoppers
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Poor or frustrating customer experiences
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Weak brand perception compared to national players
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No foundation for digital marketing or lead generation
Let’s be clear: just having a website is no longer enough. Consumers expect fast, mobile-friendly, easy-to-use platforms where they can browse, compare, and buy — without having to pick up the phone.
And when businesses fail to meet that expectation? They lose trust, traffic, and ultimately, sales.
Why This Matters — and What Comes Next
When someone decides to renovate their bathroom or replace kitchen tiles, their journey begins online. If your business isn’t part of that search result — or worse, offers a frustrating experience — you’re out of the running before the customer even knows your name.
Digital infrastructure isn’t a luxury. It’s the backbone of modern growth.
At Plaiwoo, we’re not just building a marketplace — we’re working to close this digital gap and empower local businesses to thrive in the online-first economy. Because when technology is done right, it doesn’t just make selling easier — it makes businesses stronger, more resilient, and future-ready.
