Wayfair Bets on Customer Experience to Gain Edge in Home Goods Market

As of August 4th, 2025, Wayfair is making significant strides in enhancing the customer experience to gain a competitive edge in the home goods and furniture industry. The retailer, which launched its paid loyalty program Wayfair Rewards last holiday season, has seen steady member growth.

One of Wayfair's key initiatives is the Wayfair Verified program, introduced in March of this year. This program aims to make shopping easier for customers by providing a shortcut to high-quality items. According to Wayfair's CEO Niraj Shah, these verified items are driving "outsized performance," converting over 25% better and generating higher repeat purchase behavior compared to non-verified products. The program has also received positive feedback from customers, with the verified items achieving approximately 20% higher net promoter scores.

Despite a 4.5% year-over-year decline in active customers to 21 million, Wayfair has seen a 5.9% increase in net revenue per active customer in the last twelve months. The company is attributing this growth to its focus on enhancing the overall customer experience, which Shah believes can help the retailer "pull demand away from places that someone may have gone by providing that customer with a better experience."

To further strengthen its position, Wayfair is also planning to expand its brick-and-mortar footprint. The retailer has already seen success with its Chicago store and is now scheduled to open new locations in West Palm Beach, Florida, this fall, as well as in Atlanta, Denver, and New York in the coming years.