Change of home decoration and worn out furniture were the main reasons to activate the furniture buying process. None of the considered communication channels got a significantly different score at that stage. The need of new furniture was considered more important by women than men. The fact that women were more interested in acquiring new furniture had an impact at all buying steps. Indeed, women assigned higher importance to communication channels than men over the entire buying process. At the information search phase of the buying process, consumers want to get an overview of products on the market. Seeing and touching the product were considered as important channel characteristics as well as ease of use, channel response time, information abundance and consumer habits. Against the research hypothesis, internet was not the most important channel at that stage. Consumers were not familiar enough with internet shopping and did not expect to find sufficient information on web sites. The furniture store was considered as the most efficient way to gather information and was ranked first. However, consumers expect to use the internet more in the future to search information. To evaluate furniture, the store was the uncontested most important channel. Touching and seeing the product were very important. Consumers expressed to trust the store at that stage and the store will keep its importance in the future. When it comes to selecting the product, consumers are looking for the easiest and most efficient channel. Again, the store was considered best choice. Payment security, available information and too tricky web site design brought consumers to assign the highest score to the store for the transaction phase.