Wayfair reported $12.5 billion in consolidated total net revenue for full-year 2025, up 5.1% year over year. The company’s reported statistics also cover 21.3 million active customers, 11.1 million delivered orders in Q4 2025, mobile ordering, U.S. and international revenue, profitability, cash flow, and defined trailing-twelve-month measures.
Key Wayfair Statistics
The most useful headline figures are:
- In Q3 2024, Wayfair reported $2.9 billion in consolidated total net revenue, down 2.0% year over year.
- In Q4 2024, Wayfair reported $3.1 billion in consolidated total net revenue, up 0.2% year over year.
- For full-year 2024, Wayfair reported $11.9 billion in consolidated total net revenue, down 1.3% year over year.
- In Q2 2025, Wayfair reported $3.3 billion in consolidated total net revenue, up 5.0% year over year.
- For full-year 2025, Wayfair reported $12.5 billion in consolidated total net revenue, up 5.1% year over year.
- At September 30, 2024, Wayfair had 21.7 million active customers in its direct-site customer population, down 2.7% year over year.
- At December 31, 2025, Wayfair had 21.3 million active customers under its trailing-twelve-month definition, down 0.5% year over year.
- In Q3 2024, repeat customers placed 79.9% of Wayfair’s delivered orders, representing 7.4 million orders.
- In Q2 2025, repeat customers placed 80.7% of Wayfair’s delivered orders, representing 8.1 million orders.
- In Q3 2024, Wayfair delivered 9.3 million orders, down 6.1% year over year.
- In Q4 2025, Wayfair delivered 11.1 million orders, up 3.7% year over year.
- In Q3 2024, Wayfair’s average order value was $310 per delivered order, compared with $297 in Q3 2023.
- In Q4 2025, 64.9% of Wayfair orders were placed via mobile devices, compared with 64.5% in Q4 2024.
- In full-year 2024, Wayfair’s U.S. net revenue was $10.4 billion, down 1.0% year over year.
- In Q3 2025, Wayfair’s U.S. net revenue was $2.7 billion, up 8.6% year over year.
- In Q2 2025, Wayfair reported $15 million in net income for the consolidated business.
- In Q3 2025, Wayfair reported $208 million in adjusted EBITDA, equal to a 6.7% margin.
- For full-year 2025, Wayfair reported $534 million in net cash provided by operating activities.
Contents
- Key Wayfair Statistics
- Wayfair Revenue Statistics and Year-over-Year Trends
- Wayfair Customer and Repeat-Buyer Data
- Wayfair Orders, Order Value, and Mobile Shopping
- U.S. and International Wayfair Revenue
- Wayfair Profitability, Cash Flow, and Balance-Sheet Measures
- Wayfair Operating Definitions and Multi-Quarter Trends
Wayfair Revenue Statistics and Year-over-Year Trends
Wayfair’s reported consolidated revenue was $2.9 billion in the three months ended September 30, 2024, down 2.0% year over year. Revenue reached $3.1 billion in the three months ended December 31, 2024, up 0.2% year over year. Wayfair’s Q3 2024 results and Q4 and full-year 2024 results provide the company-reported figures.
| Period | Consolidated total net revenue | Year-over-year change |
|---|---|---|
| Q3 2024 | $2.9 billion | -2.0% |
| Q4 2024 | $3.1 billion | +0.2% |
| Full-year 2024 | $11.9 billion | -1.3% |
| Q1 2025 | $2.7 billion | Approximately flat; $1 million increase |
| Q2 2025 | $3.3 billion | +5.0% |
| Q3 2025 | $3.1 billion | +8.1% |
| Full-year 2025 | $12.5 billion | +5.1% |
The first quarter of 2025 had total net revenue of $2.7 billion, approximately flat year over year, with a reported $1 million increase. Q3 2025 total net revenue was $3.1 billion, up 8.1%, while the full-year 2025 result was $12.5 billion, up 5.1%.
These figures come from Q1 2025, Q2 2025, Q3 2025, and full-year 2025 results.
For Q4 2025, revenue was $3.337 billion versus $3.121 billion in Q4 2024. Full-year 2025 gross profit was $3.765 billion versus $3.574 billion in 2024; the release identifies the quarterly statement as unaudited.
Wayfair Customer and Repeat-Buyer Data
Wayfair defines an active customer as an individual customer who purchased at least once directly from Wayfair sites during the preceding twelve months. The measure is therefore a trailing-twelve-month population, not a count of all registered users or every shopper who visited the sites.
| Measurement date | Active customers | Year-over-year change |
|---|---|---|
| September 30, 2024 | 21.7 million | -2.7% |
| December 31, 2024 | 21.4 million | -4.5% |
| March 31, 2025 | 21.1 million | -5.4% |
| June 30, 2025 | 21.0 million | -4.5% |
| September 30, 2025 | 21.2 million | -2.3% |
| December 31, 2025 | 21.3 million | -0.5% |
The active-customer count moved from 21.7 million at September 30, 2024 to 21.0 million at June 30, 2025, before reaching 21.3 million at December 31, 2025. The relevant company releases are Q3 2024, Q4 2024, Q1 2025, Q2 2025, Q3 2025, and Q4 and full-year 2025.
Repeat-customer behavior remained a substantial part of delivered-order activity. Repeat customers placed 79.9% of Q3 2024 orders, or 7.4 million orders; their share was 79.4% and 8.5 million orders in Q4 2024, and 80.7% and 8.1 million orders in Q2 2025.
Wayfair Orders, Order Value, and Mobile Shopping
Wayfair distinguishes orders delivered from orders placed because it recognizes product-sale revenue upon delivery. Average order value is total net revenue in a period divided by orders delivered in that period, so it should not be interpreted as the value of every cart or order initiated.
| Period | Orders delivered | Average order value | Mobile share where reported |
|---|---|---|---|
| Q3 2024 | 9.3 million, -6.1% YoY | $310 vs. $297 in Q3 2023 | — |
| Q4 2024 | — | — | 64.5% vs. 62.8% in Q4 2023 |
| Q1 2025 | 9.1 million, -5.2% YoY | $301 vs. $285 in Q1 2024 | — |
| Q2 2025 | 10.0 million, unchanged YoY | — | 62.9% vs. 63.7% in Q2 2024 |
| Q3 2025 | 9.8 million, +5.4% YoY | — | — |
| Q4 2025 | 11.1 million, +3.7% YoY | $301 vs. $290 in Q4 2024 | 64.9% vs. 64.5% in Q4 2024 |
On a last-twelve-month basis, orders per customer were 1.85 in Q3 2024 versus 1.83 in Q3 2023, and 1.86 in Q2 2025 versus 1.85 in Q2 2024. Mobile devices accounted for 64.5% of Q4 2024 delivered orders, fell to 62.9% in Q2 2025, and reached 64.9% in Q4 2025.
The order and mobile measures are reported in Q3 2024 results, Q4 2024 results, Q1 2025 results, Q2 2025 results, Q3 2025 results, and Q4 and full-year 2025 results.
U.S. and International Wayfair Revenue
The U.S. segment remained the larger reported geography in every supplied comparison. Q3 2024 U.S. net revenue was $2.5 billion, down 2.3% year over year, while international net revenue was $372 million with 0.0% constant-currency growth.
| Period | U.S. net revenue | International net revenue | Reported growth detail |
|---|---|---|---|
| Q3 2024 | $2.5 billion | $372 million | U.S. -2.3%; international constant currency 0.0% |
| Full-year 2024 | $10.4 billion | $1.5 billion | U.S. -1.0%; international -2.8%, constant currency -2.7% |
| Q1 2025 | $2.4 billion | $301 million | U.S. +1.6%; international -10.9%, constant currency -7.1% |
| Q2 2025 | $2.9 billion | — | U.S. +5.3% |
| Q3 2025 | $2.7 billion | — | U.S. +8.6% |
| Q4 2025 | — | $395 million | International +3.7%, constant currency +1.3% |
Full-year 2024 U.S. net revenue was $10.4 billion, down 1.0%, and international net revenue was $1.5 billion, down 2.8%, with negative 2.7% constant-currency growth. In Q1 2025, U.S. revenue rose 1.6% to $2.4 billion, while international revenue fell 10.9% to $301 million and constant-currency growth was negative 7.1%.
Q2 and Q3 2025 U.S. net revenue rose 5.3% to $2.9 billion and 8.6% to $2.7 billion, respectively. Q4 2025 international net revenue was $395 million, up 3.7%, with 1.3% constant-currency growth; constant-currency figures are non-GAAP presentations, and reported comparisons also discuss effects from Wayfair’s exit from Germany.
See Q4 and full-year 2024, Q1 2025, Q2 2025, Q3 2025, and Q4 and full-year 2025.
Wayfair Profitability, Cash Flow, and Balance-Sheet Measures
Wayfair reported gross profit of $873 million, or 30.3% of revenue, in Q3 2024 and $941 million, or 30.2%, in Q4 2024. Q3 2024 net loss was $74 million, with adjusted EBITDA of $119 million; for full-year 2024, net loss was $492 million and adjusted EBITDA was $453 million.
| Period | Gross profit or earnings measure | Cash-flow measure |
|---|---|---|
| Q1 2025 | Gross profit $837 million; 30.7% margin | Operating cash used $96 million; free cash flow -$139 million |
| Q2 2025 | Net income $15 million; adjusted EBITDA $205 million | Free cash flow $230 million |
| Q3 2025 | Adjusted EBITDA $208 million; 6.7% margin | Operating cash provided $155 million |
| Full-year 2025 | — | Operating cash provided $534 million; free cash flow $329 million |
| Full-year 2025 vs. 2024 | Gross profit $3.765 billion vs. $3.574 billion | — |
Q1 2025 gross profit was $837 million, or 30.7% of revenue, while net cash used in operating activities was $96 million and free cash flow was negative $139 million. In Q2 2025, net income was $15 million, adjusted EBITDA was $205 million, and free cash flow was $230 million.
Q3 2025 adjusted EBITDA was $208 million, equal to a 6.7% margin, and net cash provided by operating activities was $155 million. For full-year 2025, operating cash provided was $534 million and free cash flow was $329 million.
Adjusted EBITDA and free cash flow are non-GAAP measures and should not be treated as substitutes for GAAP results. Sources: Q1 2025, Q2 2025, Q3 2025, and Q4 and full-year 2025.
Wayfair Operating Definitions and Multi-Quarter Trends
Wayfair’s LTM net revenue per active customer is total net revenue for the preceding twelve months divided by total active customers for that same period. It rose from $545 at September 30, 2024, up 1.3% year over year, to $586 at December 31, 2025, up 5.6%.
| Measurement date | LTM net revenue per active customer | Year-over-year change |
|---|---|---|
| September 30, 2024 | $545 | +1.3% |
| December 31, 2024 | $555 | +3.4% |
| March 31, 2025 | $562 | +4.7% |
| June 30, 2025 | $572 | +5.9% |
| September 30, 2025 | $578 | +6.1% |
| December 31, 2025 | $586 | +5.6% |
The intermediate points were $555 at December 31, 2024, $562 at March 31, 2025, $572 at June 30, 2025, and $578 at September 30, 2025. These are company-defined ratios, not independently calculated estimates.
Delivered orders were 10.0 million in Q2 2025, unchanged from Q2 2024, and 9.8 million in Q3 2025, up 5.4% year over year. In Q4 2025, Wayfair delivered 11.1 million orders, up 3.7%, of which repeat customers placed 8.8 million; orders are rounded in millions and repeat-customer classification is company-defined.
All figures are company-reported from Wayfair investor-relations earnings releases or an SEC-filed exhibit. Quarterly financial statements are unaudited unless otherwise stated, rounded millions may not sum exactly, and the 2025 Germany-exit discussion means comparisons labeled excluding Germany are not interchangeable with reported consolidated revenue growth.