Furniture Exports from Türkiye to the U.S.

Exporting furniture from Türkiye to the U.S. is an area that has needed recalculating in recent years, both because of container costs and because of the layers of tariffs. On the U.S. side, however, the number of buyers who look at the price and quality balance of Turkish production has not declined. Below, we look at how the B2B side works and at the Wayfair example.

Strategic Growth Through Wayfair and Shopify

The U.S. furniture market is still one of the largest in the world. For manufacturers exporting from Türkiye, these figures point to significant opportunities. Making good use of them, however, requires the right strategy on both B2B and B2C platforms. In this post we detail Türkiye’s sector advantages, the opportunities in the U.S. market, and strategic ways to export through Wayfair and Shopify.

Türkiye’s Sector Advantages Our article Comparing Payoneer, Stripe and Cenoa also covers this topic.

Türkiye still holds an advantageous position in the quality and price balance of furniture manufacturing. The advantages worth noting are:

• The shift to modular systems in production and the ability to respond quickly to customization requests: consumers in the U.S. are now looking for designs of their own rather than the product “everyone already has at home.”
  
  
• The logistics advantage of Türkiye-origin products as an import alternative: proximity to Europe and to Western ports can translate into shorter transit times and cost advantages.
  
  

Supply problems in the Far East, container crises and rising political risk have put production bases such as Türkiye back on the table. In U.S. furniture imports, for example, tariff pressure on products sourced from China and Vietnam has increased since 2025.

• A perception of high quality: in segments such as wooden furniture, the quality offered by Turkish production can be a reason for U.S. consumers to choose it.

• Wide availability of documentation such as FSC and ISPM-15.

• A product range that combines craftsmanship with modern design.
  
  
  

The Advantage of Entering Wayfair as a Brand from Türkiye

Wayfair is a major online sales platform in the furniture and home decor category in the U.S. For a manufacturer shipping from Türkiye, the platform can offer the following advantages:

• High visibility: even with low brand awareness, Wayfair can bring substantial traffic.
  
  
• Flexibility suited to a “small first batch” model: the chance to start without taking on large inventory risk.
  
  
• Potential access to B2B orders alongside B2C: areas such as interior design projects and hotel or lobby furnishings can come into play.
  
  

The process does not end with shipping the product, however; it involves a series of operational elements such as Wayfair’s supplier onboarding requirements, the product’s visual and technical file infrastructure, U.S. logistics, customs, and customer service integration. For manufacturers looking to build a brand from Türkiye, this preparation can also become a competitive advantage.

Preparation Steps as a Türkiye-Origin Brand

Product Preparation and Technical Infrastructure

• Professional product photos, assembly guides and dimension tables should be prepared.
• Content that matches the supplier materials in the Wayfair portal (for example SKU, BIS code, material declaration) should be prepared.
  
  

U.S. Legal and Logistics Infrastructure

• Doing business within the U.S. may require a company structure (an LLC or similar) and a tax ID such as an EIN.
  
  
• In the import process, it is important that the “Importer of Record (IOR)” and the customs classifications are clearly defined. Tariff risk has increased recently.
  
  
• When weighing ocean container or air freight options for shipping, the balance between cost and time should be considered.
  
  

Brand and Communication Strategy

• Combine the “Made in Türkiye” advantage with an emphasis on quality and design. When positioned correctly, Turkish production can create a perception advantage in the U.S. market.
  
  
• Brand visibility should be increased through influencer and social media collaborations.
  
  

Wayfair Onboarding and the After-Sales Process

• Registering as a supplier on the Wayfair platform, uploading products and integrating logistics should be completed.
  
  
• Post-order processes (shipping, customer service, returns management) need to run smoothly, since negative reviews hurt the brand’s visibility.
  
  

Tariff Risk and Global Sourcing Diversification

• Since October 14, 2025, the U.S. has applied an additional 25 percent duty under Section 232 to upholstered wooden products and to wooden kitchen cabinets and bathroom vanities. This rate is scheduled to rise on January 1, 2027, to 30 percent for upholstered products and 50 percent for cabinets; the increase may not apply to countries that have reached an agreement with the U.S. Separate caps have been defined for the United Kingdom, the European Union and Japan, while no such arrangement appears to exist for Türkiye; as a result, Turkish manufacturers may find price competition harder in these product groups. Because whether a product falls within scope depends on its tariff classification, it may make more sense to confirm the HTS code with a customs broker before exporting (source: Federal Register).
  
  

Points to Keep in Mind

• For products shipped from Türkiye, packaging, labels and assembly instructions should comply with U.S. standards. Otherwise, delays at customs and extra costs may occur.
  
  
• On the logistics side, cargo volume and product weight can have a significant effect on the cost of shipments to the U.S. For bulky products such as furniture in particular, the “freight cost per unit” can be high.
  
  
• After-sales return rates in the U.S. can generally be higher; the brand’s returns management and customer service infrastructure will be critical.
  
  
• Container rates, transit times and port delays in the Türkiye-U.S. logistics chain should still be taken into account.

Exporting Furniture from Türkiye to the U.S.: A B2B Success Strategy with Wayfair

Wayfair, one of the largest furniture marketplaces in the U.S., can be a strong starting point for companies exporting from Türkiye. Suggestions for succeeding on Wayfair:
1. Build your product range around simple, practical models that are easy to assemble.
2. Analyze sizing, color palettes and price points specifically for the U.S. market.
3. Work with Wayfair's logistics partner (such as CastleGate) to ensure fast delivery.
4. Write product descriptions in plain language, free of technical jargon. A phrase such as "easy assembly", for example, tends to improve conversion rates.
5. Ship samples on a DDP basis so that you handle the customs process in full.

Wayfair Seller Insurance Requirements

• Required Type of Insurance:
  
  Commercial General Liability (CGL) insurance, including product liability.
  
  
• Minimum Coverage:
  
  

$1,000,000 per occurrence $2,000,000 annual aggregate

• Wayfair Must Be Added as an Additional Insured:
  
  The insurance certificate must name "Wayfair LLC, Boston, MA".
  
  
• Even If You Are Not a U.S.-Based Seller, this insurance is required.
  
  
• Document Format:
  
  Provided as a Certificate of Insurance (COI) in PDF format.

• B) Reaching Consumers Directly Through Your Own Website (Shopify)
• For manufacturers in Türkiye, Shopify serves as a digital storefront for reaching end customers directly.
• The following strategies can help:
• 1. Use 3D modeling or AR (augmented reality) on your website so customers can see the furniture in their own room.
• 2. Offer after-sales assembly support (via PDF, video or QR code).
• 3. Run integrated campaigns through channels such as Google Shopping and Instagram Shop.
• 4. Offer a loyalty program or a first-purchase discount.
• 5. Create a "room collections" section in your Shopify store to present coordinated sets for entire rooms.
• Logistics and Customs Process
• When shipping bulky products such as furniture, logistics and customs management are among the areas that require the most attention. At Export Partners, we provide the following support:
• • Air freight: Ideal for samples and urgent deliveries.
• • Ocean freight: An economical option for palletized, larger shipments.
• • U.S. customs registration and customs bond on behalf of the importer.
• • Obtaining U.S. and Canadian customs identification numbers (EIN, BN) and managing entry filings.
• • ISPM-15, FSC and CPSIA documentation for wood products.
• • Fully integrated service for DDP (Delivered Duty Paid) deliveries.
• Required Documents and Regulations for Exporting Wood Products to the U.S.
• 1. ISPM-15 Certificate
• Who needs it?: All exporters using wood packaging material such as wooden pallets, crates, dunnage, boxes and similar packaging.
• What does it provide?: It is the international standard certifying that the wood packaging material has been treated against harmful organisms (heat treatment or methyl bromide fumigation).
• Where is it obtained in Türkiye?: From companies authorized by the Ministry of Agriculture and Forestry, or from operators approved through the TAREKS system.
• 2. FSC Certificate (Forest Stewardship Council)
• Who is it recommended for?: Companies manufacturing wooden furniture and decorative products.
• What does it provide?: It shows that the wood used in the product comes from sustainably managed forests. Because of environmental awareness in the U.S. and EU markets, it offers a significant advantage for brand reputation.
• Is it mandatory?: It is not legally required; however, buyers on platforms such as Wayfair and Amazon are very likely to request it.
• 3. LACEY ACT Declaration
• Enforced by the U.S. Department of Agriculture (USDA).
• What does it require?: It requires proof that all plant-based products shipped to the U.S. (such as furniture, flooring and wooden accessories) come from legal sources.
• Is it mandatory?: For imports of wood products within its scope, a Lacey Act Declaration (APHIS PPQ Form 505) must be filed with USDA. Because the scope is being expanded in phases by HTS code, you should confirm with your customs broker whether your product is on the list.
• In the event of a false declaration, U.S. Customs may seize the goods or impose administrative or criminal penalties.
• The Lacey Act requires not only that the wood comes from legal harvesting, but also transparency across the entire supply chain. For products originating in Türkiye, this process can usually be completed smoothly with the right documentation.
• As Export Partners Türkiye, we provide full support in preparing these documents, ensuring technical compliance and filing the electronic Lacey declarations.

FREQUENTLY ASKED QUESTIONS, FURNITURE EXPORTS

1. Which certificates are required when shipping furniture to the U.S.?

The documents required for exporting furniture to the U.S. vary by product type, but generally include:

ISPM-15 Certificate (required for wooden pallets),

FSC Certificate (recommended for products from sustainable sources),

Lacey Act Compliance Declaration (a declaration stating the origin of the wood),

CPSIA Certificate of Conformity (for children's furniture). Especially for products with wood and textile components, these documents are critical to avoiding delays at customs..

2. What do "IOR" and "Bond" mean at U.S. customs, and why do they matter to an exporter?

IOR (Importer of Record): The person or company that officially carries out the import into the U.S. and assumes full customs responsibility. If the buyer cannot provide this, the service can be obtained from a third-party provider.

Customs Bond: A type of surety required by U.S. Customs that guarantees the financial and legal obligations of the import transaction. Under the DDP (Delivered Duty Paid) model, it is generally mandatory.

If these details are overlooked on the exporter's side, products may be held at the port or returned.

3. Should I use different pricing and logistics strategies when selling through Shopify and Wayfair?

Yes.

Wayfair tends to favor discounted, volume-based sales and fast shipping. Price competitiveness matters here.

Shopify, on the other hand, works like your own brand's storefront. To improve margins, you can use higher price points, richer product information and loyalty strategies.

The two platforms reach different audiences, so a platform-specific strategy is recommended rather than a single one-size-fits-all approach.

4. I will be shipping to the U.S. for the first time. Can I get support with customs and freight?

Yes.

At Export Partners, we provide end-to-end support, including:

preparing the proforma invoice and packing list,

coordinating air and express freight,

U.S. customs entry filing,

customs registration and the customs bond.

We do more than help you ship the goods; we stay involved at every operational stage so the process can be completed smoothly.

5. How can I sell to HoReCa (hotel, restaurant, cafe) and other commercial projects in the U.S.?

For this, you will typically need:

a corporate catalog in English,

documents a commercial buyer may request, such as FSC or Lacey Act declarations,

the ability to deliver on DDP terms.

Adding a "contact form for trade and project inquiries" to your Shopify website is also a real advantage. We can manage that process on your behalf, from integrating the form to preparing quotes.

Conclusion

Wayfair can bring brand visibility, while Shopify offers a direct sales channel. At Export Partners, we provide end-to-end support covering market analysis, operational services, and the documentation, freight and customs processes.

For furniture exports from Türkiye to the U.S., timing, preparation and operational discipline all carry real weight. Platforms like Wayfair in particular can help brands of Turkish origin gain visibility quickly. As competition grows, however, manufacturing strength alone is rarely enough; logistics, customs, platform requirements and brand strategy need to be managed together.

As a manufacturer in Türkiye, if you want a lasting presence in the U.S. market, it helps to adopt the trio of "customer-focused products + logistics compliance + digital brand management." At Export Partners, we are ready to support you on that journey.

Last updated: October 17, 2026