Simplicity should be a value in itself.
I hate complex things and I hate when people make things complex ! Indeed, it's easy to make things complex and it's complex to make them easy, but one should really endeavor to ease things all the way and all the time.
I guess few people really have the ability to make things very simple and understandable by everyone, but everyone will value simplicity.
Here's a new concept and e-commerce website based on that principle, and its name speaks for itself : www.realsimplefurniture.com ! The key concept is that absolutely no tool is required to assemble the furniture, which is made out of real wood.
And by the way, house furnishing and home improvment are fast growing e-commerce segments.