How to Buy Wayfair Stock
Wayfair Inc
Wayfair is a internet retail company located in Massachusetts, United States, which is part of the Consumer Cyclical sector, and is traded under the ticker W on the NYSE exchange.
Wayfair stock last closed at $80.91, down 2.67% from the previous day, and has increased 70.91% in one year. It has overperformed other stocks in the Internet Retail industry by 0.65 percentage points. Wayfair stock is currently +296.42% from its 52-week low of $20.41, and -11.83% from its 52-week high of $91.77.
As of Oct 21, 2025, there are 129.66M W shares outstanding. The market capitalization of W is $10.49B. In the last 24 hours, 2.53M W shares were traded.
How to Buy Wayfair Stock
Not sure how to invest in Wayfair stock? Here's how.
- Choose where to buy Wayfair stock: You need to choose a stock brokerage, but don't worry - we've tried dozens of online stock brokerages and apps to help you determine where to buy Wayfair stock.
- Open your brokerage account: Sign up for 0% fee trading with the highest-rated brokerage we've found.
- Deposit funds into your investment account: Choose your method of payment and add your info.
- Research Wayfair stock: The Wayfair ticker symbol is W. Is Wayfair stock a good investment? Should you buy shares of W? How do W's underlying business fundamentals look? Do top analysts think Wayfair is a good buy? Why has W's stock price moved recently? (Hint: Our stock research tools can help you figure out if W is a good stock to buy).
- Make your W trade: Decide if you will purchase W shares at the current market price or use a limit order to buy W shares at a specific price.
- Get key alerts regarding your W investment: Create a watchlist to important updates regarding your position in Wayfair stock.
Step 1: Choose where to buy Wayfair stock
You need an online brokerage account in order to access the NYSE market and buy W stock.
Our preferred brokerage: eToro
Based on our analysis, eToro is the best online stock brokerage. Here's why:
- You can invest in stocks with zero commissions: Invest without commissions.
- Buy fractional shares: Even if you can't afford a full share, you can still buy the stock.
- Access to world financial markets: From Technology to Energy, New York to London (for US users, only US stocks are available) — you can fill your portfolio with stocks from the globe's top stock exchanges.
- Social investing: eToro has a community of more than 20 million users globally. Talk to, learn from, and copy the crypto trades of other investors.
- Security: eToro is a regulated and licensed fintech leader.
- Buy other financial assets: Such as ETFs and cryptos.
Get $10 towards your stock purchase by creating an account with eToro now. This offer is only for US users.
Open eToro AccountStep 2: Open your brokerage account
Now that you've selected the right brokerage, you need to fill out some personal info so you are able to buy W today.
How to Open a New Investment Account on eToro
- Click here to get started.eToro is a multi-asset investment platform. The value of your investments may go up or down. Your capital is at risk.
- Enter your personal info to open your new brokerage account.
- Submit your details by hitting the "Create Account" button. Get started with eToro today
Step 3: Deposit funds into your investment account
Now that you've filled out your info on the best stock app to use, your next step is to transfer the money for your investment:
Check out this video walkthrough for more details depositing funds into your new brokerage account.
Step 4: Research Wayfair stock
Once you have decided on the best place to buy Wayfair stock, it's critical to analyze their stock prior to buying, so you truly comprehend the risk and upside.
Wayfair Metrics
Wayfair Overview
WallStreetZen was created to help everyday investors perform more accurate fundamental analysis in minutes instead of hours.
You can see all of the due diligence checks on W's stock page.
Is W stock properly valued?
You can use many financial metrics, analyses, models, and charts to gauge W's true value.
You can access more valuation analysis on W's stock here.
W Financial Health
Passed Health Checks:
- W profit margin has gone up from -5.3% to -2.5% in the past year.
Failed Health Checks:
- Total W debt is still negative.
- W's operating cash flow of $388.00M allows it to safely service it's debt of $3.75B.
- There are more long-term liabilities than short-term assets on the W balance sheet.
- W earnings of -$219.00M is not enough to cover its interest payments.
- W debt to equity ratio of -2.21 is negative.
- There are more short-term liabilities than short-term assets on the W balance sheet.
Is it a good time to buy Wayfair stock, according to analysts?
Out of 22 Equities analysts who give ratings on W, the consensus analyst rating on Wayfair is a Buy
It's important to note that analyst ratings are not stock recommendations, nor are they investment advice.
Most Recent W Analyst Upgrades/Downgrades
Jonathan Matuszewski, a top 30% analyst from Jefferies maintains W with a strong buy rating and raises their W price target from $91.00 to $102.00, on Sep 19, 2025.
Jefferies's Jonathan Matuszewski raised their price target on Wayfair (NYSE: W) by 12.1% from $91 to $102 on 2025/09/19. The analyst maintained their Strong Buy rating on the stock.
Matuszewski attributed their price target hike to (1) CEO Niraj Shah's new awards package, arguing that the CEO's potential compensation over a multi-year time horizon increases the likelihood of management consistency, and (2) " the significant opportunity the board sees for realizable shareholder value creation."
Oliver Wintermantel, a top 24% analyst from Evercore ISI Group maintains W with a buy rating and raises their W price target from $85.00 to $100.00, on Sep 16, 2025.
Steven Forbes, a top 19% analyst from Guggenheim reiterates W with a strong buy rating and maintains their W price target from $90.00 to $90.00, on Aug 27, 2025.
Alexandra Steiger, a bottom 4% analyst from Goldman Sachs maintains W with a hold rating and raises their W price target from $31.00 to $80.00, on Aug 6, 2025.
An analyst from Zelman & Assoc maintains W with a buy rating and raises their W price target from $85.00 to $96.00, on Aug 5, 2025.
You can dig deeper into what analysts are saying on the Wayfair stock forecast page.
W Trading Indicators
W Revenue
Last year, W revenue was $12.01B. Over the past 5 year, W's revenue has grown by 0.91% per year. This was slower than the Internet Retail industry average of 19.83%.
Learn more about W's earnings and revenue performance here.
Latest Insiders Trades at W
Over the last year, insiders at W have sold more shares than they have bought.
Jon Blotner, Pres. Commercial Operations of W, was the latest W insider to sell. They sold $1,118,145.40 worth of W stock on Oct 1, 2025.
Get more info about who owns W stock here.
Does W provide a stable income stream?
No, Wayfair doesn't provide an income stream by paying out dividends.
W Social Trading Data
One of the major reasons eToro is our favorite brokerage is because of its social trading community.
Click below to learn what other community members have to say.
Step 5: Make your W trade
You have two main order types:
- Market order: A market order is an order to buy or sell a stock at the best price on the market.
Market orders are usually the easiest way to buy. - Limit order: A limit order enables you to buy or sell a security at a specific price (or better).
If you want to ensure you're buying or selling at a given price limit, use a limit order.
Press the Open Trade button and your broker will place the order.
If you require additional help with investing in stocks on eToro, click the helpful video below:
Step 6: Get key alerts regarding your W investment
Now that you own some W shares, you'll want to keep up with your new investment.
Create a watchlist to get alerted to the latest events about your W stock.
W Feed
How to Buy Stock in Wayfair
To summarize, here are the 6 steps for buying Wayfair stock:
- Choose where to buy Wayfair stock
- Open your brokerage account
- Deposit funds into your investment account
- Research Wayfair stock
- Make your W trade
- Get key alerts regarding your W investment
If you require a brokerage account, eToro is our recommended venue.
Get Started with eToro TodayIf you would like to keep an eye on your new investment in Wayfair, click below.
Other Stock Buying Guides You Might Like
FAQ
Company
AboutNewsBlogStock Investing FAQPlansPrivacy PolicyTerms of ServiceCancellation & RefundsPerformanceHelp GuidesContactTwitterYouTubeNewsletterInformation is provided 'as-is' and solely for informational purposes and is not advice. WallStreetZen does not bear any responsibility for any losses or damage that may occur as a result of reliance on this data.