Wayfair announced on February 5, 2026 that it is extending its partnership with buy‑now‑pay‑later provider Affirm to the United Kingdom and Canada. The expansion will allow shoppers in those markets to split Wayfair purchases into interest‑free payment plans through Affirms’ real‑time approval system, mirroring the rollout that began in the United States in October 2025.
The move is part of Wayfair’s strategy to broaden its international footprint and meet growing consumer demand for flexible payment options. By adding the UK and Canadian markets—where Wayfair already has a strong brand presence—the company expects to lift conversion rates and average order value, as customers can spread the cost of larger home‑furnishing purchases over time. The partnership also dovetails with Wayfair’s “Wayfair Rewards” loyalty program, which offers exclusive sales and free shipping to members, further incentivizing repeat purchases.
Wayfair’s recent financials underscore the importance of the expansion. The company reported a net loss of $113 million in Q1 2025 and a net loss of $128 million in Q4 2024, while revenue reached $12.24 billion as of February 5, 2025. Operating and net margins were negative at –0.47 % and –2.66 % respectively. The addition of BNPL in high‑margin markets is intended to drive higher order values and improve the revenue mix, helping to offset the company’s profitability challenges.
Segment data shows that Wayfair’s international net revenue fell 10.9 % in Q1 2025, while U.S. revenue remained the core driver. By extending the partnership to the UK and Canada, Wayfair aims to reverse the international decline and capture growth in markets that have developed faster than its former German operations, which were exited in late 2024 to focus on higher‑return opportunities.
CEO Niraj Shah said the home‑goods downturn is nearing its bottom and that Wayfair is focused on gaining market share, strengthening supplier partnerships, and investing in high‑return growth initiatives. He noted that business in Canada, Ireland, and the UK has developed faster than in Germany, reinforcing the strategic rationale for the expansion.
The partnership places Wayfair in line with competitors that have adopted BNPL solutions, such as Amazon and Walmart, to stay competitive in the home‑goods e‑commerce space. By offering interest‑free payment plans, Wayfair can better compete for larger‑ticket purchases and improve customer loyalty in the UK and Canadian markets.
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