"Live chat helps us deliver fast and cost-efficient answers. It strengthens our position as the #1 DIY furniture EU brand."
Goal
As the No. 1 eCommerce B2C brand in the EU for DIY self-assembly furniture, Belini built their success on making quality furniture accessible across Europe. But rapid growth brings its own challenges. Operating nine country-specific e-shops—from their home market in Poland through Germany, Austria, Czech Republic, Slovakia, Hungary, France, Italy, and Romania—meant managing 500,000 orders from online shop annually while maintaining the responsiveness customers expect when making furniture purchases.
The furniture buying journey is complex. Customers have questions about dimensions, materials, assembly difficulty, delivery options, and compatibility with their existing interiors. They need answers fast, whether they’re comparing products at midnight or finalizing a purchase during lunch break. Phone lines and email simply couldn’t keep pace with the volume or provide the immediate responses that convert browsers into buyers.
Belini’s vision was for live chat to become an extension of their brand itself. A tool that would bring them closer to their markets, provide instant feedback on customer concerns, and build the kind of loyalty that turns first-time buyers into repeat customers who recommend Belini to friends and family.
The goals were clear: deliver rapid, high-quality responses across all nine markets while maintaining the flexibility to expand quickly into new countries. Every conversation needed to strengthen Belini’s brand image and demonstrate why they’re the leader in their category. With expansion into new markets like Portugal and Spain on the horizon, they needed a solution that could scale as fast as their business grows.
Belini holds the top position in EU eCommerce for DIY self-assembly furniture, operating nine country-specific online stores across Europe. From their Polish manufacturing base, they ship modern, affordable furniture directly to customers in Poland, Germany, Austria, Czech Republic, Slovakia, Hungary, France, Italy, and Romania. Their direct-to-consumer model eliminates retail markup while maintaining quality control from factory to delivery. Belini continues scaling their European footprint while growing revenue by over 250,000 EUR annually.
Furniture manufacturing & eCommerce (D2C)
500,000 from online stores across 9 markets, growing by 250,000+ EUR annually
Live chat
Multi-language support
Facebook Messenger integration
Lead Generation
Maciej Mora, Marketing and Business Development Director in BeliniBelini’s approach and the key features they use
Live Chat
Live chat now carries 30% of all customer conversations at Belini—and it’s their highest-converting communication channel.
Belini invested in building a specialized team of operators who do more than answer questions. They actively guide customers through product selection, suggest complementary items, handle order modifications, and resolve complaints. Each market has its own dedicated phone line, but increasingly, customers prefer the convenience of chat where they can multitask while getting personalized furniture advice.
The speed matters to Belini. As one of their most important KPIs, chat conversion directly impacts their Return on Ad Spend. When you’re selling furniture online across nine countries, every percentage point in conversion rate translates to significant revenue. Live chat delivers those percentage points.
What Belini values most is how chat removes friction from the buying process. With an average response time of 10 seconds, customers can fire off a quick question while browsing, get an immediate answer, and continue shopping without breaking their flow. That shortened communication path—instant access to someone who can help—is exactly what modern furniture buyers expect. It’s how Belini maintains their competitive edge as the category leader.
Multi-language Support
Running nine country-specific furniture e-shops means speaking nine languages fluently.Belini’s multi-language approach ensures every market gets native-level support.
Furniture preferences, common questions, and even purchasing behaviors vary significantly between Germany and Hungary, or between Czech Republic and Italy. Belini’s operators understand these nuances because they’re embedded in each market’s operations.
The growth pattern proves the approach works. Poland remains their strongest market, but Czech Republic, Slovakia, Romania, Austria, Hungary, Germany, France, and Italy are all growing steadily from their respective launch dates.
With Portugal and Spain launching in the coming months, Belini’s multi-language infrastructure is ready to scale. Add two new languages, train operators, and the system expands seamlessly. That’s the flexibility that enables their European expansion strategy.
Facebook Messenger Integration
Furniture shoppers don’t just browse on e-shop websites—they often discover new products through social media. Belini meets customers where these conversations happen by integrating Facebook Messenger directly into their communication system.
A customer might see a Belini sofa in their feed, click through to check availability, and ask a question through Messenger—all without leaving Facebook. Those conversations flow directly into the same system Belini’s speakers use for website chat, ensuring consistent response quality regardless of where the conversation starts.
This social integration is particularly valuable for a furniture brand. People naturally want second opinions on major home purchases. They screenshot products, share them with family, and discuss options. By making it easy to contact Belini through the platform where those discussions happen, the company removes another barrier between interest and purchase.
Lead Generation
Furniture shopping doesn’t stop at 5 PM. After dinner, people browse sofas while watching TV. They compare wardrobes before bed. They plan their kitchen renovations on Sunday afternoons.
Belini captures approximately 500 leads every month just from after-hours visitors. When someone lands on their e-shop at 11 PM with questions about a dining table, they can leave their contact information through the chat interface. The next business day, a Belini agent calls them back to complete the conversation and close the sale.
This systematic lead capture ensures Belini doesn’t lose potential customers simply because they shop outside 9-to-5 hours. For high-consideration purchases like furniture, where customers often need multiple touchpoints before buying, collecting that contact information is crucial. It transforms what would be lost traffic into qualified leads for follow-up.
Conclusion
Belini achieved exactly what they set out to do: they made live chat an integral part of their brand. With 30% of all customer communication now flowing through chat, they’ve changed how they connect with furniture buyers across Europe.
Live chat delivers higher conversion rates than any other channel, directly improving their return on advertising spend. Those 10-second response times turn product questions into completed orders. The 500 monthly leads captured after hours become follow-up calls and sales that would otherwise vanish. When you’re processing 500,000 orders annually across nine markets, these efficiency gains compound significantly.
But the real achievement goes deeper than metrics. Belini wanted to be closer to their customers—to provide the kind of immediate, helpful guidance that builds loyalty and generates word-of-mouth recommendations. Live chat made that possible. It shortened the distance between a customer’s question and a satisfying answer. It created a direct line to the brand that feels personal even though it scales across countries and languages.
The infrastructure they’ve built is ready for the next phase. Adding Portugal and Spain doesn’t require rebuilding their communication system—just extending it. The combination of specialized speakers, multi-language support, Messenger integration, and systematic lead capture works equally well for two markets or twelve.
As Belini puts it themselves, this communication has become an extended part of their brand. It’s helped develop their brand image by demonstrating responsiveness, expertise, and genuine care about customer needs. In a competitive furniture market, the relationship with customers makes the difference. It’s why they’re No. 1 in their category, and it’s why they’re confident about continuing to grow across Europe.
Will you be the next online store success with Smartsupp? If you have a customer success story with us, please don’t hesitate to reach out. If you are interested in measuring your results with Smartsupp and would like to receive a free Google Analytics template, please send an email to mkt@smartsupp.com.