Online home decor retailer Wayfair launches...
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Jan 07, 2016  |  Vote 0    0

Online home decor retailer Wayfair launches Canadian website

Wayfair.com, the biggest online-only furniture and home décor store in the U.S., launched its website in Canada on Thursday

OurWindsor.Ca

Home decor stores in Canada have a new competitor – U.S. online retailer Wayfair.

Wayfair officially launched a Canadian website Thursday morning, claiming to offer more than seven million items for the home from more than 7,000 suppliers, including a network of Canadian suppliers.

Already the biggest online-only furniture and home decor store in the U.S., the move into Canada will pit Wayfair against Ikea, Winners and HomeSense, owned by TJX Canada, and Home Outfitters, owned by Hudson’s Bay Co.

Canadians are already shopping Wayfair.com, said co-founder and CEO Niraj Shah.

The Canadian website will make it easier and cheaper for existing Canadian customers and increase market share, he added.

For now, orders will be shipped from consolidation centres in Kentucky and Utah. Wayfair, based in Boston, employs more than 3,000 people.

“We think there’s a big opportunity in Canada. The Canadian market doesn’t get serviced the same way as the U.S. market, despite the fact that so many Canadian shoppers are close to the border,” said Shah.

Shipping is free on orders over $75 and the average order is triple that much, said Shah.

Retail consultant Maureen Atkinson of J.C. Williams Group says the challenge for online retailers without a bricks and mortar presence is making themselves known to the public.

“It’s one of the biggest challenges with the single-channel retailer – when all you are is an online retailer, it’s easy to be invisible, so you have to spend a lot of money on marketing in order to really generate awareness,” said Atkinson.

According to the company’s most recent annual report, Wayfair delivered 5.2 million orders in 2014, reaching $1.3 billion U.S. in net revenue. The company was founded in 2002.

Toronto Star

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