Wayfair – statistics & facts
Wayfair is one of the leading home goods retailers in the world, achieving online success simultaneously in its home and overseas markets. In the furniture industry, where most goods commercialized are big-ticket, hard-to-ship items like sofas and armchairs, Wayfair’s global revenues surged from around 600 million U.S. dollars in 2012 to more than 12 billion U.S. dollars in just over a decade. The online retailer's sales peaked in the coronavirus-dominated 2020, after which revenues experienced a slight decline each year. In 2024, Wayfair generated a global revenue of 11.8 billion U.S. dollars.
Although Amazon is the undisputed leader of North American e-commerce – with almost three-quarters of U.S. shoppers buying something on Amazon – Wayfair also featured among the most commonly purchased online brands by American consumers. This is also true in markets other than the United States, as the company ranks among the leading e-commerce brands in Canada.
By retracting from Germany and focusing on increasing profits in the core North American and European markets, Wayfair has steered away from a strategy characterized by international expansion. Instead, the company is exploring the potential of omnichannel commerce, launching several physical retail locations across the United States in recent years. Brick-and-mortar retail, of course, is where Wayfair's competitors generate the majority of their sales, promising a substantial additional revenue stream for the former e-commerce pure player.
A market leader in a leading market
Wayfair is a prominent player in a booming U.S. e-commerce market. It is among the leading furniture and homeware online stores nationwide, ranking fourth behind industry heavyweights Amazon, Walmart, and Home Depot. In its home market, Wayfair generates more e-commerce sales than Swedish RTA (Ready-to-Assemble) furniture champion IKEA, which counts among its most prominent international competitors.Although Amazon is the undisputed leader of North American e-commerce – with almost three-quarters of U.S. shoppers buying something on Amazon – Wayfair also featured among the most commonly purchased online brands by American consumers. This is also true in markets other than the United States, as the company ranks among the leading e-commerce brands in Canada.
Overseas markets
Beyond its success in its home market, Wayfair has taken over rankings of leading furniture online stores in overseas markets as well. In 2024, it ranked sixth among the top furniture and homeware online stores worldwide. The furniture pure player further consolidated its foothold in European markets. In the United Kingdom, Wayfair was among the top furniture online shops ranked by brand awareness in 2024. In Germany, where Wayfair generated an estimated 200 million U.S. dollars in e-commerce net sales in 2023, the furniture retailer decided to exit the market at the start of 2025.By retracting from Germany and focusing on increasing profits in the core North American and European markets, Wayfair has steered away from a strategy characterized by international expansion. Instead, the company is exploring the potential of omnichannel commerce, launching several physical retail locations across the United States in recent years. Brick-and-mortar retail, of course, is where Wayfair's competitors generate the majority of their sales, promising a substantial additional revenue stream for the former e-commerce pure player.
