Wayfair: A Cautionary Tale in the Online Furniture Market

Written by Emily J. Thompson, Senior Investment Analyst

W-0.94%

Source: Fool

Updated: Jul 17 2025

0mins

Source: Fool

Wayfair Insights: The Motley Fool Scoreboard episode features expert analysts discussing market trends and investment opportunities related to Wayfair.
Video Release Information: The video was published on July 17, 2025, with stock prices referenced from June 11, 2025.

$109.12+Infinity%1D

Analyst Views on W

Wall Street analysts forecast W stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for W is 118.16 USD with a low forecast of 75.00 USD and a high forecast of 150.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.

26 Analyst Rating

18 Buy

8 Hold

0 Sell

Moderate Buy

Current: 110.150

Low

75.00

Averages

118.16

High

150.00

Current: 110.150

Low

75.00

Averages

118.16

High

150.00

Barclays

Seth Sigman

Equal Weight -> Overweight

upgrade

$104 -> $123

2026-01-07

Reason

Barclays

Seth Sigman

Price Target

$104 -> $123

AI Analysis

2026-01-07

upgrade

Equal Weight -> Overweight

Reason

Barclays analyst Seth Sigman upgraded Wayfair to Overweight from Equal Weight with a price target of $123, up from $104. The company's market share accelerated in 2025 and should continue in 2026, the analyst tells investors in a research note. The firm sees the gains being driven by Wayfair's technology "replatforming" as well as loyalty initiatives and marketing changes. Wayfair's exposure to middle income consumers positions it to benefit from tax refunds this year, adds Barclays.

Barclays

Seth Sigman

Equal Weight -> Overweight

upgrade

$123

2026-01-07

Reason

Barclays

Seth Sigman

Price Target

$123

2026-01-07

upgrade

Equal Weight -> Overweight

Reason

Barclays analyst Seth Sigman upgraded Wayfair to Overweight from Equal Weight with a $123 price target.

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Mizuho

Outperform

maintain

2026-01-02

Reason

Mizuho

Price Target

2026-01-02

maintain

Outperform

Reason

Mizuho reiterates an Outperform rating on Wayfair after the Trump administration earlier this week moved to delay increasing certain tariff rates by one full year to January 1, 2027. Tariffs of 25% will remain in place for upholstered furniture instead of going to 30%, with kitchen cabinets and vanities also holding at 25%, instead of going to 50%, the analyst tells investors in a research note. Mizuho views the news "as giving some breathing room" for the sector and for Wayfair. The firm expects "another leg higher" for Wayfair shares with lighter tariffs being seen as a positive. The stock in premarket trading is up 3% to $103.01.

Jefferies

Buy

Hold

downgrade

$94

2025-12-03

Reason

Jefferies

Price Target

$94

2025-12-03

downgrade

Buy

Hold

Reason

Jefferies downgraded Wayfair to Hold from Buy with an unchanged price target of $94. The firm says that with its web traffic analysis indicating a slow start to the holiday shopping season for Wayfair and consumer survey data signaling a downshift in "go-forward buying propensity on the marketplace," the stock's risk/reward skews more balanced. The upside valuation case for the company is now less clear, the analyst tells investors in a research note.

About W

Wayfair Inc., through its e-commerce platform, offers a selection of furniture, decor, housewares and home improvement products. The Company’s customers span a range of demographics, with annual household incomes ranging from $25,000 to over $250,000, and also include business professionals, from small startups to global enterprises. Its family of brands includes Wayfair, AllModern, Birch Lane, Joss & Main, Perigold and Wayfair Professional. It also features certain products under its house brands, such as Three Posts and Mercury Row. The Company operates through two segments: U.S. and International. The U.S. segment primarily consists of amounts earned through product sales through Wayfair's family of sites in the U.S. The International segment primarily consists of amounts earned through product sales through the Company’s international sites. It operates as Wayfair.ca in Canada, Wayfair.co.uk in the United Kingdom and Wayfair.ie in Ireland.

About the author

Emily J. Thompson

Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.