Are you surprised?
What actually is Wayfair’s business model? A model that was, once upon a time, fully vetted and admired by many successful investors.
Let’s take a quick look and try to discover what Wayfair’s model is today.
#1: Is Wayfair a tech company?
No, and I think it is time to draw the line between companies that use tech versus companies that create new tech that differentiates them from the competition. Wayfair is not a tech company. Their presence is 99% on the internet and their format is what so many online-selling companies use. I refer to it as the Filter, File and Find structure. The hosting company takes all of their product and files them by categories, sometimes four and five deep. Wayfair’s look like this:
- Home Page
- Comforters & Sets
- 7 more filters
- 15 more filters
- 15 more filters
- 3 more filters
- 17 filters
- Comforters & Sets
- Or I can use the search engine to drill down to find what I am looking for.
This has not been considered new tech since pets.com.
Do you agree that Wayfair is not nor has ever been a tech company?
#2: Is Wayfair a DTC company.
No. They redistribute mid market popular brands and mix in some of its own brands’, inexpensive alternatives. But they do not really shout out their brands. They are presented as just another option. So if Wayfair’s brands cannot stand on their own and function as a profit point much like a Target or Kroger private label brand. They are part of the shopping offering but not a significant reason to shop the site.
Do you agree that Wayfair is not, nor has never been a DTC company?
#3: Is Wayfair a Discounter.
Yes. Below is Wayfair’s home page on my computer on 02-14-2020 at 8:10am PDT.
Not only is this page shouting SALE, it is boring. Is there anything on this page that would motivate 21st century shoppers to do anything here but look for the best deal. There is nothing here to drive to you see the latest and greatest. How many other home goods websites homepages offer the same “shopping experience”?
Below is an image of a product section at 9:25am PDT. Sale is the first selection in every column.
Wayfair might have started out with a model that did not rely on price but it has evolved into a company that sells products based on having the perceived lowest price.
Again, the page is boring.
Do you agree that Wayfair is a Discounter?
If we agree that Wayfair is perceived by its customers as a discounter, then they are no different than any other big multi-brand stores, brick & mortar and internet based, that, unless they find a true brand differentiator, will slowly disappear.
Just because Wayfair can show and ship countless more items than any other home furnishing bricks and mortar store, does not make them the place to buy. Maybe shop but not the place to buy.
Displaying a huge collection of products and product categories is not a path to digital success. Sure, it is a pain to drive from showroom to showroom but, online, another, more engaging and mabe cheaper site is a click away. Presenting a lot of the same products as everyone else will not win loyal customers. People are searching for good curated content that talks to them.
Even if Wayfair adds an online AI-enabled sales support chat, it will still live on price for two reasons.
- They offer no unique, compelling content. Couple that with the rising cost of digital advertising and SEO. Wayfair has no cost-effective way to lure new customers except price.
- If we agree that Wayfair is a discounter, the brand image is set. There is no turning back.
It is obvious that Wayfair is in survival mode as they have to deliver more sales in more markets and show a profit. The site has no zip, no zing marketing, only banners screaming SALES to drive purchases.
What are the odds of that model winning the day? 10%?
What do you think?
I would love to read your thoughts.