Interior designers have always shaped taste, but the rise of digital retail is reshaping the business model behind the work. More studios are discovering that e-commerce can extend their aesthetic authority, diversify revenue, and reach clients far beyond traditional project geographies. What once felt like an add-on is now becoming a core part of brand strategy.
Why Design Studios Are Moving into E-commerce
For many firms, the appeal is simple: there are only so many client projects you can take on in a year. E-commerce breaks that ceiling. It allows designers to translate their style into curated products, editorial shopping experiences, and collections that generate income without the constraints of billable hours.
This shift is also driven by consumer behavior. Clients who follow a designer’s work on social media expect to shop the look instantly. They want the same lamps, textiles, and accessories they see in finished projects, and an online shop gives studios a direct way to deliver that experience.
One Scandinavian design studio described how its audience began requesting shopping links weeks before new projects were even published. That pattern pushed them to launch a small online storefront, which quickly became a meaningful revenue stream.
A Case Study in Scale
Studio McGee’s Move from Services to Retail
Studio McGee is often cited as the clearest example of what happens when a design studio successfully extends into e-commerce. What began as a boutique design practice evolved into a national brand with a global retail presence.
Recent analyses indicate that Studio McGee’s revenue exceeded USD 60 million as early as 2020, and continued climbing through its retail arm, McGee & Co. Third-party data suggests the company’s e-commerce volume reached approximately USD 75 million in 2024. Across these sources, product sales consistently account for the overwhelming majority of revenue, often estimated at 70–85 percent.
Their trajectory signals a larger industry shift: build trust through design work, amplify it through content, and scale it through retail.
What Makes a Studio-Led Shop Work
E-commerce succeeds when it reflects a studio’s existing point of view. The most effective shops feel curated, not crowded. They translate a designer’s aesthetic into a clear, shoppable experience that mirrors how their clients already think about them.
This often means offering a focused selection rather than a full catalog. A well-edited mix of objects, textiles, or small furnishings tends to outperform broad, generic assortments. Clients want access to the designer’s eye, not a version of a big-box store.
Brand storytelling plays a critical role as well. Photography, tone, and presentation must feel consistent with the studio’s design work. In digital retail, every touchpoint becomes a brand touchpoint.
Building the Infrastructure Behind the Experience
The operational side is where many studios underestimate the work. An e-commerce shop functions best when treated as its own business, not an extension of the design service line.
Platforms, payment systems, supplier agreements, product margins, fulfillment, and logistics all need dedicated planning. Whether a designer holds inventory, drop-ships, or works on a commission model, the shop still requires structure and seasonality.
Studios that thrive in e-commerce tend to invest early in high-quality photography, clear inventory processes, and a consistent cadence of newness. They approach their shop like a retailer, with the brand story guiding every operational decision.
What This Means for the Future of the Industry
E-commerce is becoming a natural extension of interior design practice. It broadens a studio’s influence, provides recurring revenue, and gives clients a way to engage even when they are not ready for full-service design.
The success of studio-led retail suggests that the line between designer and brand is blurring. Taste is becoming its own form of commerce, and studios that embrace this shift early have an advantage in visibility, scale, and long-term brand value.
In the E-commerce for Interior Designers guide, we cover business models, platform choices, product sourcing, logistics, and brand strategy for launching or expanding your online shop.