Selling Curtains Online vs In-Store: What Really Changes

Curtains sell well both online and in-store, but the way customers make buying decisions changes significantly depending on the channel. Retailers who treat online and physical retail as the same often struggle with returns, poor conversion, or missed opportunities.

Understanding what actually changes between selling curtains online and in-store allows retailers to adapt their approach, improve performance, and create a more consistent customer experience across channels.

The Biggest Difference: How Customers Evaluate the Product

The core difference between online and in-store curtain sales is how customers assess the product.

In-Store

Customers can:

• Touch the fabric

• Feel the weight

• See colour in real lighting

• Compare options side by side

• Ask staff questions

This sensory experience builds confidence quickly.

Online

Customers rely entirely on:

• Images

• Descriptions

• Measurements

• Reviews

• Data accuracy

If any of these are unclear, uncertainty increases — and uncertainty reduces conversion.

What Matters More Online

When selling curtains online, information replaces interaction.

Key drivers of online conversion include:

• High-quality, accurate photography

• Clear product descriptions

• Precise sizing guidance

• Honest explanations of performance (light control, thermal properties)

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Online customers need reassurance before they buy, because returning bulky items like curtains is inconvenient.

This is why accurate product data and strong imagery are critical in online retail.

What Matters More In-Store

In-store, the focus shifts from data to presentation and guidance.

Customers want:

• Clear, well-organised displays

• Visible pricing

• Fabric samples they can touch

• Staff who can explain differences confidently

A strong in-store display does much of the selling before a conversation even starts.

Tyrone Textiles supports in-store retail with display curtains, swing tickets, price cards, measuring guides, and colour display hangers to make these conversations easier.

The Role of Staff vs the Role of Content

In-Store: Staff Are the Interface

Staff play a major role in:

• Explaining headings (eyelet vs tape top)

• Advising on sizing and drop

• Recommending blackout vs room darkening

Well-trained staff can adapt explanations to the customer in real time.

Online: Content Does the Selling

Online, there is no staff interaction. Product pages must:

• Anticipate questions

• Explain terminology clearly

• Prevent common mistakes

This is where well-written descriptions, bullet points, and FAQs make a measurable difference.

Sizing Is a Bigger Challenge Online

Sizing mistakes are far more common online than in-store.

In-store, staff can:

• Explain how curtains are sold as pairs

• Demonstrate fullness

• Help customers visualise drop

Online, this must be handled through:

• Clear measuring guides

• Simple diagrams or infographics

• Explicit wording around width and drop

Retailers who invest in sizing education see significantly fewer returns online.

Managing Expectations Around Colour and Light

Colour perception changes depending on lighting, screen settings, and surroundings.

• In-store, customers see colour under shop lighting

• Online, colours vary depending on screens and environments

This means online listings must manage expectations carefully, while in-store displays should ensure samples are clean, current, and well-lit.

Both channels benefit from honest communication rather than overselling.

Stock Management Becomes More Critical Online

Online selling increases the risk of overselling, especially across multiple channels.

Retailers selling online need:

• Accurate stock feeds

• Clear visibility of availability

• Confidence in lead times

Tyrone Textiles supports this through stock feeds, Trade Portal access, downloadable stock reports, and EDI/API capabilities, helping retailers manage availability more reliably.

In-store, overselling is less common, but accurate stock visibility still supports better service.

Returns: Where the Real Cost Difference Lies

Returns are typically:

• Lower in-store

• Higher online

This is because online customers are making decisions without physical interaction.

Retailers who succeed online focus on:

• Reducing returns through clarity

• Not relying on returns as part of the model

Reducing online returns protects margin far more effectively than increasing footfall in-store.

Pricing Sensitivity Differs by Channel

Online customers compare prices more easily, but they also compare presentation and confidence.

In-store, customers are often more willing to pay for:

• Advice

• Reassurance

• Immediate purchase

Understanding this difference helps retailers avoid unnecessary discounting online while maintaining strong in-store performance.

The Retailers Who Perform Best Do One Thing Well

Successful retailers don’t try to sell curtains the same way everywhere. Instead, they:

• Adapt messaging by channel

• Keep product data consistent

• Support both staff and customers appropriately

Online and in-store retail should feel connected, but not identical.

Final Thoughts

Selling curtains online and in-store involves the same products, but very different buying journeys. Online sales depend on data, imagery, and expectation management. In-store sales rely on presentation, staff confidence, and physical interaction.

Retailers who understand these differences — and adjust accordingly — achieve better conversion, fewer returns, and stronger long-term performance across both channels.

With the right support, systems, and presentation, curtains remain a strong and reliable category wherever they are sold.