Overview
Wayfair is one of the world's largest online retailers for furniture, home décor and home goods, selling in the United States, Canada and the United Kingdom. Unlike a marketplace, Wayfair works with suppliers who usually ship orders straight to the customer, while Wayfair sets the retail price and owns the customer relationship. For a home, furniture, garden or décor brand, Wayfair is one of the most important online channels in North America and the UK.
Who is behind Wayfair
Wayfair was founded in 2002 by Niraj Shah and Steve Conine in Boston and is listed on the New York Stock Exchange. In 2025 its net revenue grew 5.1% to USD 12.45 billion, with USD 11.0 billion in the US and USD 1.5 billion internationally. It returned to an operating profit in 2025. Wayfair had 21.3 million active customers at the end of 2025, and repeat customers placed 8.8 million of the 11.1 million orders delivered in the fourth quarter. Wayfair left the German market in 2025 to focus on its other markets.
How Wayfair works with suppliers
- Wholesale, mostly drop ship. Wayfair buys products from suppliers at an agreed cost, and the supplier usually ships each order straight to the customer. Wayfair sets the retail price and handles customer service.
- Partner Home. Suppliers manage purchase orders, products, inventory and shipments through Wayfair's supplier portal, Partner Home, or through Wayfair's supplier APIs.
- CastleGate. Suppliers can also store stock in Wayfair's own CastleGate warehouses for faster delivery.
- Sponsored Products. Suppliers can advertise their products on Wayfair's sites.
- Payment terms. Wayfair pays suppliers on agreed terms, with options to be paid earlier for a fee.
What a brand needs to sell on Wayfair
- Strong product content, with detailed specifications, dimensions and lifestyle images, which matter a lot for furniture and home shoppers.
- Reliable drop shipping from a warehouse in the country where the brand sells, including large and bulky items.
- Accurate inventory feeds, so customers don't order out-of-stock items.
- Wholesale pricing that leaves margin for Wayfair while staying competitive with the brand's other channels.
- Product compliance for the category, for example furniture safety or flammability rules in each market.
Why Wayfair matters for brands
Wayfair brings millions of shoppers who are specifically looking for home products. Because Wayfair handles the customer side, a brand can focus on product and logistics while reaching large home markets.
How eBrands looks at Wayfair
eBrands supplies Wayfair in the UK and works with brands on marketplaces and retail channels across Europe and North America. If you have a home brand and want to see how Wayfair could sit alongside the channels you already use, we are happy to talk it through.
Useful links
Ready to go global?
Let us show you how eBrands can take your brand to every market that matters.