Wayfair’s growth is being supported by a customer base that keeps coming back.

In the second quarter of 2026, repeat customers placed 80.2% of all orders delivered by Wayfair, according to the company’s latest financial results. Repeat customers placed 8.5 million orders during the three months ended June 30, an increase of 4.9% from a year earlier.

The percentage is an order metric rather than a customer or revenue metric. It means roughly four out of every five orders delivered during the quarter were placed by customers who had previously bought from Wayfair. It does not mean that 80.2% of Wayfair’s individual customers were repeat buyers, nor does the company report that repeat customers generated exactly 80.2% of revenue.

The distinction matters, but the figure still illustrates how important returning shoppers have become to one of the largest online retailers focused on furniture and home goods.

Wayfair delivered 10.6 million orders in the second quarter, up 6.0% year over year. Of those, 8.5 million were placed by repeat customers.

Wayfair defines orders delivered as orders delivered during the reporting period, including orders that may eventually be returned. When an exact delivery date is unavailable because of the number of packages moving through different carriers, the company estimates the delivery date using historical data.

Wayfair recognizes net revenue when an order is delivered, which is why the company treats orders delivered as one of its key operating indicators.

The 80.2% repeat-order share was actually slightly lower than a year earlier, when repeat customers placed 80.7% of orders delivered. That decline of half a percentage point does not mean repeat business contracted. The absolute number of orders from repeat customers increased by 4.9%.

Instead, total order volume grew faster than repeat-customer orders.

That is significant because it suggests Wayfair’s quarterly growth was not coming solely from encouraging existing customers to buy more. Chief Financial Officer Kate Gulliver said during the company’s second-quarter earnings call that new-order growth accelerated for a fourth consecutive quarter and reached its highest level since the COVID period.

Wayfair has generated a high proportion of its orders from returning shoppers for several years.

In the second quarter of 2021, repeat customers accounted for 75.6% of total orders. The share increased to 78.6% in 2022 and 80.1% in 2023 before reaching 81.7% in the second quarter of 2024. It subsequently eased to 80.7% in 2025 and 80.2% in 2026.

The latest figure therefore should not be viewed as a record. Rather, it shows that Wayfair has maintained a repeat-order share of around 80% even as its overall customer and order trends have changed.

That is particularly relevant for home goods, where many purchases are relatively infrequent compared with categories such as groceries or household consumables. Furniture, mattresses and larger home improvements can have long replacement cycles. Maintaining repeat purchasing therefore depends in part on persuading customers to return for different rooms, smaller furnishings, décor and other home-related purchases.

Wayfair itself describes acquiring new customers and stimulating repeat purchases from existing ones as central components of its business model.

The repeat-order figures arrived alongside stronger customer growth.

Wayfair reported 21.7 million active customers as of June 30, 2026, up 3.3% from 21.0 million a year earlier. In the first quarter, active customers had risen 1.4% year over year to 21.4 million.

Wayfair defines an active customer as an individual who purchased directly from one of its sites at least once during the preceding 12 months. The number therefore represents a rolling customer base rather than the number of people who purchased during the quarter alone.

A customer drops out of the active count after going more than 12 months without making another purchase. As a result, changes in the metric reflect both customers entering the active base and previous customers lapsing from it.

The 21.7 million active customers reported in June 2026 remained slightly below the 22.0 million Wayfair had two years earlier in June 2024. Still, the return to year-over-year growth marks a change from June 2025, when the active customer count had been falling.

Wayfair’s other operating indicators suggest its customers are producing somewhat more business per person.

Last-twelve-month net revenue per active customer reached $596 as of June 30, up 4.2% from $572 a year earlier. Orders per customer increased to 1.89 from 1.86. Wayfair calculates that measure by dividing orders delivered over the last 12 months by active customers.

Average order value also increased, reaching $332 in the second quarter of 2026, compared with $328 a year earlier.

These measures should not be treated as identical. Net revenue per active customer and orders per customer use a trailing 12-month period, while the $332 average order value applies to the second quarter. Wayfair defines average order value as net revenue during a given period divided by orders delivered during that same period.

Taken together, however, the figures show that the company entered the middle of 2026 with more active customers than a year earlier, slightly more orders per active customer and a modestly higher average value per delivered order.

Those customer trends translated into stronger sales during the quarter.

Wayfair reported $3.52 billion in second-quarter net revenue, an increase of 7.5% from $3.27 billion a year earlier. U.S. net revenue rose 8.7% to approximately $3.1 billion, while international net revenue fell 1.3% to $394 million. On a constant-currency basis, international revenue declined 2.0%.

The geographic figures are important because the repeat-customer percentage is reported for Wayfair on a consolidated basis. The company does not provide enough information in its quarterly release to determine how the 80.2% repeat-order share differed between the United States and international markets.

Wayfair also reported $301 million in non-GAAP free cash flow for the quarter, compared with $230 million a year earlier, while adjusted EBITDA increased to $242 million from $205 million. The company recorded a GAAP net loss of $1 million.

Wayfair has increasingly formalized its efforts to encourage customers to return.

The company introduced Wayfair Rewards in October 2024, a U.S. loyalty program covering Wayfair and several of its specialty brands. At launch, membership cost $29 per year and included 5% back in rewards on merchandise, free shipping, member sales and other benefits.

Management has since identified the loyalty program and improvements to the customer experience among the initiatives supporting order growth. Wayfair’s regulatory filing also states that its business model is designed around both attracting new customers and stimulating repeat purchases from existing ones.

The company has not disclosed data that would allow the 80.2% repeat-order figure to be attributed specifically to Wayfair Rewards. The repeat share was already close to 80% before the loyalty program was introduced, so the quarterly metric should not be interpreted as a direct measure of the program’s performance.

The most notable feature of Wayfair’s second-quarter customer data is not simply that 80.2% of orders came from repeat customers. It is that repeat orders continued growing even while their percentage of total orders edged lower.

Wayfair delivered 6.0% more orders than a year earlier, repeat customers placed 4.9% more orders, the active customer base expanded 3.3%, and management reported accelerating new-order growth.

That combination provides a more complete picture than the headline percentage alone. Returning shoppers remain responsible for the overwhelming majority of Wayfair’s order volume, but the company’s latest growth also included expansion beyond that established base.

For a retailer whose business depends on turning occasional home purchases into longer customer relationships, repeat customers remain one of the foundations of Wayfair’s business.