Wayfair
Online retailer for home goods and furniture.
Wayfair at a glance
Wayfair is an e-commerce website and one of the most visited sites in United States, currently ranked #76 in the country. It was founded in 2002 by Niraj Shah, Steve Conine and is headquartered in Boston, Massachusetts, United States. Today Wayfair is owned by Wayfair Inc.. Our estimates put its audience at ≈ 100 million visits per month. The business earns money mainly through e-commerce sales, advertising. Its closest rivals include homedepot.com, ikea.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 94 million / month | +2% |
| Q2 | ≈ 97 million / month | +3% |
| Q3 | ≈ 100 million / month | +3% |
| Q4 | ≈ 106 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 30 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| wayfair | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in United States
Company information
- Website
- wayfair.com
- Sector
- E-commerce
- Owner
- Wayfair Inc.
- Owner type
- Public company
- Founders
- Niraj Shah, Steve Conine
- Founded
- 2002
- Headquarters
- Boston, Massachusetts, United States
- Employees
- 12,000+
- Ownership
- Wayfair Inc. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $12B annual revenue
- Languages
- English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $12B annual revenue
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Wayfair operates an online retail and marketplace platform focused on United States. Online retailer for home goods and furniture. Revenue comes mainly from e-commerce sales, supported by the other lines listed below.
- E-commerce sales
- Advertising
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #76 in this index
- Sector rank
- Leading e-commerce site in United States
- Global rank
- 420
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| homedepot.com | ≈ 60 million / month | #77 class competitor | — |
| ikea.com | ≈ 45 million / month | #78 class competitor | — |
What is Wayfair?
Wayfair (wayfair.com) is an online retail and marketplace platform serving users in United States. Online retailer for home goods and furniture. It ranks #76 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Wayfair?
The site is operated by Wayfair Inc., founded by Niraj Shah, Steve Conine. The company was established in 2002 and is headquartered in Boston, Massachusetts, United States. It employs around 12,000+.
Traffic and audience
Traffic estimates place Wayfair at roughly 100 million visits per month, about 3.3 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Wayfair makes money
Revenue comes primarily from e-commerce sales, alongside advertising.
Competitors in United States
Its closest rivals include homedepot.com, ikea.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2002
Wayfair is founded in Boston, Massachusetts, United States.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #76 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Wayfair?
Wayfair is operated by Wayfair Inc.. Public company structure, based on public filings and press reporting.
Where is Wayfair headquartered?
Wayfair is headquartered in Boston, Massachusetts, United States.
When was Wayfair founded?
Wayfair was founded in 2002 by Niraj Shah, Steve Conine.
How many employees does Wayfair have?
Wayfair employs approximately 12,000+ people.
What is Wayfair's revenue?
Wayfair's revenue: ≈ $12B annual revenue.
Who are Wayfair's competitors?
Main competitors in United States include homedepot.com, ikea.com.
How does Wayfair make money?
Mainly e-commerce sales, advertising.
Is Wayfair publicly traded?
Wayfair's ownership: Public company.
How many visitors does Wayfair get?
Third-party estimates place Wayfair at roughly 100 million visits per month, mostly from United States, with 76% mobile traffic.
Is Wayfair safe?
Wayfair is an established e-commerce site founded in 2002 and ranked #76 in United States; use the official domain wayfair.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementswayfair.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos