6 Strategies to Sell on Wayfair as a Merchant [Updated 2024]

If you’re an e-commerce owner considering selling on Wayfair, you can reach more customers while increasing revenue.

Wayfair is a marketplace connecting over 22 million customers with the best home decor, furniture and home improvement products. It allows individuals to purchase items directly from thousands of suppliers.

Moreover, Wayfair provides excellent tools — allowing merchants to market their business online.

Here are the best strategies you can use to sell on Wayfair as a merchant.

1. Focus on Inventory With Best Sellers

Focusing on inventory with best sellers is a way to boost your margins, conversion rates and reviews. Consider researching which categories perform the best and which do not. If a category doesn’t bring in sales, it may be time to switch up the products you sell from there.

Some of the most popular categories include:

• Furniture
• Outdoor
• Bedding and bath
• Rugs
• Pillows and Decor 
• Organization
• Lighting
• Kitchen and more

Once you consider which of your inventory are your best sellers, ensure you use the 80-20 rule to keep items in stock and guarantee more sales. The 80-20 rule is also known as the Pareto Principle, which suggests that 80% of your sales come from 20% of your products. By focusing on the top 20% of your inventory, you can maximize sales while minimizing the costs of stocking lower-performing items.

Monitor this performance regularly to make decisions about restocking and promoting your top sellers.

2. Use Other E-Commerce Platforms for Research on New Inventory to Add

Consumers are always changing their preferences and looking for the latest home decor and gardening styles. Therefore, continuing your research is important to find the latest trends. Consider using platforms like Amazon. This can be a great tool to better understand what customers want in products.

By studying the best-selling products on Amazon and adding these items to your inventory lineup, you can grow your business and boost your sales.

3. Use Data to Improve Performance

Data is critical to understanding how well your products perform across Wayfair. From tracking click-through rates to measuring customer feedback, using data allows you to find trends and improve sales strategies. Yet, about 75% of businesses avoid leveraging their information to the fullest extent.

By making the most of Wayfair’s data, you gain key insights that could boost profitability. When analyzing this information, you can learn where to refine your product listings, optimize pricing strategies and cater to customer preferences better. It offers a powerful way to keep an eye on performance, helping you stay ahead of the competition.

4. Offer a Rich Assortment of Products

As a Wayfair merchant, you should offer a wide variety of products. A rich assortment of products helps your customers find what they need — increasing the likelihood of more sales for you.

Consider offering a variety of items in categories, sizes and colors. For instance, if your product is rugs, ensure you have options in neutral and bold colors. It would help if you also had brands available in multiple price points — low-end versus high-end.

5. Use SEO-Friendly Product Descriptions

Optimizing product descriptions with relevant keywords is key to increasing your visibility on Wayfair. With the home furnishing retailer receiving 66.4 million visitors in August alone, there is a huge opportunity to capture traffic. Yet, with so many competitors, it is crucial to refine your product descriptions to ensure they appear in front of the right audience.

There are two types of product descriptions — product titles and meta-keywords. Meta-keywords are “title tags” that can provide search engines with more information about the page’s content. The title tag appears in the search results on Wayfair and other sites like Google. Therefore, you must optimize these for your target audience using keywords.

There are no limitations on how long or short this description can be — as long it provides enough information for the prospective buyer. The goal is to help customers find something perfect without digging through dozens of similar items.

You can also include any brand name in brackets at the beginning of each award, followed by its full name. For example, this would look like “Blackstone Gas Grill” [Blackstone Griddles]. That way, users know where they’re receiving their information, which builds more trust.

6. Integrate Your E-Commerce Store With Wayfair

One of the primary selling strategies on Wayfair is integration. Integrating your online store with Wayfair will improve your selling and make you more efficient.

Some e-commerce platforms automatically handle the integration for you using integration tools. However, various apps let you connect your Shopify store with multiple marketplaces, including Wayfair. Check out Shoppingfeed if you want a direct integration between Shopify and Wayfair.

Get Started Selling on Wayfair

Wayfair is a great way to sell your products to a large audience. You can do various things to make the most of your Wayfair listings. However, starting with these selling strategies can increase your success rate immensely.