For example, you search for decorative pillows and they filter based on those that match the style and color scheme of your living room. That would be an advant

For example, you search for decorative pillows and they filter based on those that match the style and color scheme of your living room. That would be an advantage over other retailers, and is just one simple example. OTOH implementation is everything and that wouldn't work well if you just ordered new furniture from somewhere else and are looking for pillows to match that.