Furniture in Moldova: Who’s Top on Google?

Top 25 most visited sites in the niche “furniture” in Moldova.

The purpose of the analysis: to show the potential of key queries, the dynamics of organic traffic, to identify leaders, to determine the seasonality and capacity of the market.

The ranking includes sites from Google search engine that offer services in the field of microcredit in Moldova.

Local banks, which are also present in this segment but do not belong to the category of microfinance organizations, were excluded from the analysis.

The table reflects traffic that has been received in the last 30 days. (November 2025)

*Methodology and assumptions. For evaluation we use Ahrefs analytics service – one of the most accurate tools on the market. However, its Organic Traffic metric is a model assessment based on positions and clickability, so it is often lower than the actual traffic. For our projects, the difference is usually 3-5 times, which we regularly check with GSC/GA4.
So if the Ahrefs report shows a notional 1,000 visits, the real volume may be 3,000+. This is not a “tweak” but the limitations of the model: the tool does not see part of the “long tail”, brand variations, local and fresh queries, Discover, etc.
Please keep this assumption in mind when reading the figures: Ahrefs is rather conservative.

For clarity, let’s display the traffic volume data in a pie-shaped pie chart to see who is taking a big bite out of it.

*Diagram #1 shows the distribution of traffic between players in the niche: “Furniture”

Comparison of traffic from Google for the years 2024-2025

In this section, we compare the total search traffic of all 25 players for 2024 and 2025.

“General traffic” is all conversions from Google for any search queries: both branded (e.g.: “ambianta bucatarii“, “jysk noptiere“, “tandem mobila“ and general (“paturi chisinau“, “mobila moale”, “canapele chisinau“, etc.).
The indicator reflects the overall scale of a site’s visibility in search and covers all key products, categories and pages for which users find furniture on Google.

Unbranded traffic

The table reflects the % of non-branded traffic comparing 2024 – 2025.

Non-branded traffic is queries that do not include the “brand name” but are related to the products that the company offers. For example, queries “mobila chisinau”, “bucatarii”, “mobila moale chisinau” and other key queries that users use on Google.

For clarity, let’s display the data on the volume of organic traffic in a pie chart to clearly see who takes the biggest bites. Example of queries: dulapuri, paturi, mobila chisinau, canapele chisinau, mobila moale chisinau, masa, furniture chisinau, canapea extensibila, masa extensibila, bucatarii, sofas chisinau, beds chisinau, etc.

Branded traffic

Branded traffic is search queries that mention the name of a company, brand or domain.

For example: “icam md”, “mobvaro adresa chisinau”, “bacatarii ambianta”, “jysk comoda tv”, “confort canapele”

The ratio of “branded – of non-branded” traffic in %

This is a bar chart by sites in the Furniture niche for the year 2025.

Each column = 100% of a particular site’s traffic, broken down into two shares:

• purple – non-branded traffic (conversions from searches on general queries like credite chisinau, credite online, credite fara gaj, etc.);
• blue – branded traffic (requests with the company name)

How to read

• Compare the height of the purple part: the bigger it is, the stronger the site grows due to SEO on general queries.
• The bigger the blue part, the higher the brand/offline/advertising dependency.

The diagram shows which sites in the “Furniture” niche gain audience through SEO and which ones through brand awareness.

Traffic to the site by top queries

The table demonstrates for which query the site gets the most visitors.

Top 5 sites hijacking traffic on “commercial queries”

How much is organic traffic worth?

Organic Traffic Value is an estimate of what the current volume of free visits would cost if a company were to buy those clicks through Google Ads.

Simply put – it is the market price of a site’s visibility in search.

If a site gets 8000 visits per month and the average click price for such queries is $0.30
then its organic traffic is valued at about $2.4k per month

Financial performance

The table summarizes the financials for 2023-2024.

Conclusions:

The furniture market in Moldova is growing: +17% over the year in financial terms.

The total industry turnover has grown from over 2.9 billion MDL in 2023 to over 3.4 billion MDL in 2024, indicating stable demand.

The market growth in absolute terms amounted to 0.5 bln MDL, confirming a systemic expansion of the industry rather than a random jump.

Top companies are strengthening their positions:

• Jysk.md: +41 mln of turnover, while profit almost doubled (from 105 mln to 190 mln).
• Ambianta.md: +48 mln turnover, almost 2-fold profit growth.
• Mobvaro.md, Tandem. md and Decoprim.md show a steady increase in turnover and profit.

The upshot is that the big players are taking the bulk of the market share and their efficiency is increasing due to scale, logistics and marketing.

Some companies showed abnormally strong profitability growth with moderate turnover growth:

• Arama.md: profit +30%
• Mille.md: profit increased from 10.6 to 19.19 mln
• Dogtas.md: +50% to profits
• Relaxe.md shows high growth dynamics of +81% over the year

Conclusion: these companies are most likely to have updated their product range, efficiently organized processes: logistics, procurement, production, warehouse, brand promotion in the market. Some medium-sized players work with surprisingly high productivity (Relaxe), which may indicate an effective digital model or narrow specialization.

Huge gap in SEO reach and traffic

The difference in organics between companies reaches tens of times:

• jysk.md, ambanta.md: stable growth +30%-35%
• fabrikhome.md, mcl .md, dogtas. md, velleahome. md, nani . md showed explosive growth of 50%-280% due to SEO, not brand.
• mobvaro.md, confort.md, arama. md, icam. md – show a drop (-13% to -49%).

Fact: SEO today does not correlate with company scale.
The niche is highly competitive, a brand no longer guarantees organic growth. Big brands can lose out to small sites if they underperform in structure, content, and link mass. Most big brands grow through recognition, but lose out significantly in non-branded organics.

Strongest player segmentation: three classes of the market

Brand leaders with large market share but weak SEO

(icam.md, tandem.md, nani.md, mille.md, arama.md, stillferro.md, fabrichome.md)

• High sustainability at the expense of the brand, but organic growth is limited.
• Sites that are found by title, but almost never by products
• Smaller sites are often inferior for keyword queries

Digital leaders who are growing the fastest

(jysk.md, ambianta.md, mcl.md, relaxe.md, confort.md, mobvaro.md, decoprim.md)

• High visibility of website pages in Google search
• High efficiency, low brand dependency
• Often rank in the top 1-2 keys, but lose out on the others
• High cost of organics (value of traffic)
• Capture keyword queries on furniture

These are sites with high technical maturity, a wide range of products and a well-developed structure. They grow the fastest. They capture the bulk of traffic for key product queries.
Their traffic is cheaper, higher quality and conversion rate.

Sites with mixed model and unstable dynamics

(crinela.md, dogtas.md, oskar.md, dormitor.md, domino.md, polimobil.md, diamanti.md, velleahome.md, bellona.md)

Characteristics:

• Not visible in search for all keywords, attract traffic to the site for 1-5 keys,
• Many don’t have large offline businesses, so the bulk of their sales depend on SEO and PPC.

The market of key queries is fragmented, but for the main commercial queries it can be seen that confort.md is the leader

dulapuri md

• jysk – 14.4%
• relaxe – 11.6%
• fabrika – 7.4%
• ambianta – 4.5%
• mcl – 2.8%
• others – 59.7% (!!!)

The market for the query “dulapuri md” remains highly fragmented: no major brand controls even a quarter of search demand. The leader jysk.md receives only 14.4%, followed by relaxe.md (11.6%), fabrikhome.md (7.4%), ambianta.md and mcl.md with shares below 5%.

Meanwhile, nearly 60% of traffic is spread across dozens of small and medium-sized sites, indicating the lack of a dominant player and the low maturity of the category in SEO.

canapea extensibilă

• confort – 36.4%
• velleahome – 14.7%
• mcl – 9.4%

🟣 Confort controls the category, the others compete for small shares.

canapele Chisinau

• 38%
• ecohome – 12%
• relaxe – 10%

🟣 Confort is a key player ,

mobila

• confort – 23.9%
• ambianta – 22.7%
• relaxe – 14.2%
• mcl – 9.1%

🟣 O nly 4 sites are really competing for the common key “mobila

paturi md

• paturi.md – 46.4%
• ecohome.md – 25.2%
• dormitor.md – 13.4%

🟣 The segment leader is paturi.md with a 46.4% share, This is a rare case when one site controls almost half of all traffic for a highly competitive query.

Reason:

• narrow specialization,
• domain relevance,
• strong SEO structure specifically for mattresses and beds.
• paturi.md is an example of how a niche site can outperform the giants.

Mattresses Kishinev

• matras.md – 33%
• relaxe.md – 13.3%
• pandashop.md – 10.7%

🟣 matras.md is the dominant leader (33%)

Causes of dominance:

• narrow specialization exclusively in mattresses,
• A strong category + the right structure,
• a large number of models,
• high domain relevance.

Commercial traffic in the Moldovan furniture niche is extremely unevenly distributed.
The leaders are the sites that have best optimized individual product categories, not those with the largest businesses.

Different categories are dominated by different players.

Big brands don’t hold the lead in all keys, losing out to niche sites.

Players who work on SEO systematically are consistently in the top for most commercial queries.

Bottom line: the commercial query market is categorized – each key has its own leader. The winners here are not the biggest companies, but those who have better optimized specific product groups.

Experts’ Opinion

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