How To Sell On Wayfair

In this resource guide we review how to sell on Wayfair, and offer information that will help you understand the value Wayfair provides its furniture merchants — as well as how you can optimize your listings for success. Let's get started!

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What is Wayfair?

Wayfair’s mission is simple: offer a single site where people can find millions of products for every part of their homes. For customers, Wayfair is an effective, simple solution to browse home goods and make online purchases easy. With the help of rich content like product videos and customer reviews, consumers can feel confident making purchasing decisions.


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Wayfair enables sellers and distributors to advertise and sell their products. For many, what is appealing about Wayfair is its end-to-end solution. Wayfair handles all the marketing on your behalf, so you don’t have to worry about driving traffic or setting up promotions. In 2020 alone, Wayfair spent over $1.4 billion on advertising. While that doesn’t surpass Amazon’s $10.9 billion, Wayfair’s sole focus on home goods makes its advertising dollar more impactful for furniture sellers.

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Does Wayfair make sense for your business?

An important detail about Wayfair is that it white-labels 90% of its suppliers. That means that your company branding and logo won’t be visible on your Wayfair listing. Instead, Wayfair will list your SKUs under their range of in-house brands.

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‍Wayfair’s in-house brands

Wayfair understands that not all furniture buyers are looking for the same design, price point, or aesthetic. That is why Wayfair uses a series of in-house brands to appeal to audiences with different budgets and tastes.

For example, sub-brand Perigold focuses on the luxury market and offers a portfolio of prestigious home design brands, white-glove delivery benefits, and expert concierge service to ensure a top-of-the-line experience.

The company’s other brands — Wayfair, Joss & Main, Birch Lane, and ALLMODERN — appeal to the mass market, covering a range of styles (think farmhouse, coastal, modern, etc.) with a more affordable price tag.

Wayfair understands its customer base, and will automatically place your items under the best-suited brand to maximize your sales and results.

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How does pricing work on Wayfair?

As an online retailer, Wayfair purchases your products at a wholesale cost. Then, they add a markup that sets the retail price on-site. Keep in mind, Wayfair is hyper-focused on driving value and the lowest prices possible for their customers. They even have automated systems that look at other retailers’ sites to compare pricing. They may suppress products that are deemed uncompetitive, so submit pricing for your SKUs fairly and strategically.

Outside of markup costs, those looking to sell on Wayfair should understand allowances. Allowances are the percentage rates that furniture merchants pay to retailers such as Wayfair, to help cover some ‘costs of doing business’. Allowances are set by Wayfair and are disclosed in the partner agreement. Some examples of the types of costs that allowances are meant to cover:
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What are the requirements to sell 
on Wayfair?

To get started on Wayfair you need to complete the application process and possess the ability to sell successfully.

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1. Apply to Wayfair Partner Home

As with any ecommerce business solution, you will need to submit an application form and include relevant business details for Wayfair to vet. The fields include:


• Contact information. Your primary contact will be Wayfair's point person for your business.
• Business Information. Let Wayfair know your business name and location.
• Logistical Information. Tell Wayfair more about how your business operates (e.g. Can you accept returns?)


Once you submit your application to sell on Wayfair, they will follow up within 3-5 business days with next steps.

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2. A team dedicated to managing your Wayfair account

Wayfair is not a “set it and forget it” type of partnership. While it provides its furniture merchants plenty of perks and programs to help, you will need a qualified individual or team to help you manage your account, including pricing, catalog management, promotions, and dropshipping.

Wayfair operates on the dropship model, so we send the customer order to your warehouse, then you pick, pack, and prepare to send the product directly to the end customer. Wayfair arranges and pays for 100% of the shipping cost.

Wayfair FAQ

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3. Upload your catalog and optimize your listings

Once your application is approved, and you are confident in your team and processes, it’s time to share your catalog with the millions of consumers who are shopping with Wayfair.

You can start uploading your SKUs by accessing Wayfair's Extranet. This is the one-stop shop for sellers to manage product information and logistics.
Patience is key when uploading your SKUs. This can be a time consuming process to do properly. Wayfair wants to showcase products that convert, and they ask for a wide range of details and information about your products.

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4. Upload high-quality images of your catalog

As you would expect, photos are imperative for selling on Wayfair. They are the first thing any customer will see on the search results page, and they are what entice potential customers to learn more about your products. Wayfair does not allow products to be published without images.
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