SC

Strategy Canon

Wayfair: sourced choices

14 product and go-to-market choices, oldest first. Back to the case study

  1. 2002Product · Entry catalog The founders began with a specialist website selling stands and racks. WY2
  2. 2002Go_To_Market · Search entry Niche product sites reached shoppers searching for specific home goods. WY2
  3. 2010Product · Catalog infrastructure CSN operated many niche websites using a common underlying catalog. WY2
  4. 2011Go_To_Market · Rebranding The founders consolidated the main business under the Wayfair name. WY2
  5. 2014Go_To_Market · Public offering Wayfair completed its IPO in October 2014. WY1
  6. 2015Product · Selection Wayfair offered more than seven million products from more than 7,000 suppliers. WY1
  7. 2015Product · Inventory model Suppliers shipped most products directly to customers. WY1
  8. 2015Product · Warehousing CastleGate offered warehousing and fulfillment for supplier inventory. WY1
  9. 2015Product · Discovery The sites offered visual browsing and product discovery tools. WY1
  10. 2015Product · Mobile Wayfair supported shopping through mobile websites and applications. WY1
  11. 2015Go_To_Market · Brand portfolio The retailer also operated Joss & Main, AllModern, DwellStudio and Birch Lane. WY1
  12. 2015Go_To_Market · Advertising Wayfair used paid marketing to attract shoppers. WY1
  13. 2015Go_To_Market · Repeat acquisition Wayfair marketed to existing customers as well as new customers. WY1
  14. 2026-06-30Go_To_Market · Specialty brands Wayfair continued operating specialty and luxury retail brands. WY3