Thought IKEA was designed to trap customers? They're finally setting the record straight

We’ve all heard the rumours about IKEA.

You walk through the sliding doors with one simple goal in mind.

An hour later, your trolley is overflowing, and you’re not quite sure how it happened.

Everything looks so inviting—you can’t help but wonder if IKEA is quietly controlling your shopping choices.

IKEA stores have become infamous for their labyrinthine layout, designed to showcase every product imaginable.

You may have gone in for a bedside table, but before you know it, you’ve added a full bedroom set, coffee table, a few rugs, and a belly full of meatballs to your haul.

Woodham said the layout, called ‘the long natural way’, guides shoppers along arrows through every section of the store.

‘It’s been with us from the very beginning.. and it was very intentionally planned to really ensure that the people were able to experience everything that we have on offer,’ she said.

The concept has only evolved slightly over the years to keep up with changing shopping habits and expectations.

IKEA’s food offerings are as much a part of the plan as its furniture.

Woodham explained that keeping shoppers happy and well-fed ensures they stay longer and enjoy their experience.

‘It’s no secret—people who have full tummies are happy, well-fed customers, and they stay longer and enjoy that experience with us,’ she said.

‘Our creator, Ingvar, decided that hot dogs were the way to go—you could literally carry one in your hand whilst you continued your shopping experience.

‘You haven’t had a real IKEA experience until you finish off with a soft serve. That’s when you hit peak loyalty!’

Another phenomenon linked to IKEA is the so-called ‘IKEA Effect’, where people place higher value on items they have helped assemble.

Woodham said it was less about manipulation and more about giving shoppers a sense of pride in what they create.

‘We know that our showrooms are specifically designed to showcase our products in function, and to provide solutions, so it’s really supporting the customer need, versus fuelling the unnecessary buying culture that does exist out there,’ she said.

This hands-on approach often reduces returns and creates memorable experiences for families and couples alike.

‘Can you call yourself married if you haven’t bonded or tested your marriage over the creation of Billy, the bookcase? It’s questionable!’ she joked.

While IKEA avoids intentionally trapping shoppers, it does use clever tools to enhance convenience and subtly guide purchases.

Woodham described how trolleys and yellow bags are strategically placed to ensure shoppers can carry items with ease.

‘Say you’re in the market for a rug, and you’ve made your way around the IKEA store with your yellow bag, and you’re looking at the rug going “Well, I really like that, but I don’t have a way of actually carrying that around right now because I’m a mum and I’ve got the pram,”’ she said.

‘They can actually change to a flat bed trolley at that point in time… for ease and convenience. And, those little yellow bags can attach on top of the trolley!’

Commercial lighting also plays a role in drawing attention and shaping the shopping journey.

‘Particular light is used in different areas to draw your attention,’ Woodham said.

‘Next time you’re in store, squint your eyes, and you’ll see that if you do that, it will point you in the direction of where we’re strategically asking you to go.’

Have you ever left IKEA with more than you planned and wondered how it happened?