America's Most Trusted D2C Brands 2026 › Wayfair
#49 of 100 – Home & Living

Wayfair

Online home store selling furniture and decor from thousands of suppliers, now opening large physical stores.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 72/100
Wayfair ranked #49 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score76.58out of 100
US D2C rank#49 of 100
HeadquartersBoston, MA
Founded2002
Latest revenue$12,457M net revenue (FY2025, up 5.1%)
Trust pillar72/100

The Wayfair story

Wayfair was founded in 2002 by Niraj Shah, Steve Conine and is owned today by Wayfair Inc. (public, NYSE: W). It is one of 13 Home & Living brands in this year's ranking, where it places #4.

Why people trust Wayfair

A very wide online catalog of home goods with delivery to the door.

The watch-out

It has a long history of losses (net loss of $313M in 2025) and delivery or damage complaints on bulky items.

Why Wayfair ranks #49

Strongest of the four trust-led pillars

Brand Recall, scored 92 out of 100.

Room to grow

Consumer Trust & Sentiment, scored 72 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Wayfair scores 76.58 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
72
Brand Recall (18%)
92
Brand Positioning (15%)
78
Brand Love (15%)
72
Product, Innovation & Delivery (10%)
74
Digital & Financial Soundness (6%)
70
Governance & ESG (4%)
72

Versus its nearest rivals

47Solo StoveHome · 76.7448ChubbiesFashion · 76.6049WayfairHome · 76.5850ThredUpMarketplaces · 76.5051ExpediaMarketplaces · 76.48

Questions people ask

What rank is Wayfair in WCRC's America's Most Trusted D2C Brands 2026?

Wayfair ranks #49 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 76.58 out of 100.

Why is Wayfair trusted?

A very wide online catalog of home goods with delivery to the door.

What is Wayfair's revenue?

$12,457M net revenue (FY2025, up 5.1%), as per the company's filed accounts or published results.

Who owns Wayfair?

Wayfair is owned by Wayfair Inc. (public, NYSE: W). It was founded in 2002 and is based in Boston, MA.

What is Wayfair's biggest challenge?

It has a long history of losses (net loss of $313M in 2025) and delivery or damage complaints on bulky items.

Key facts

BrandWayfair
Company / ownerWayfair Inc. (public, NYSE: W)
HeadquartersBoston, MA
Founded2002
Founder(s)Niraj Shah, Steve Conine
Latest revenue$12,457M net revenue (FY2025, up 5.1%), as per company filings
SectorHome & Living
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.