Wayfair: consumer protection enforcement case

Case closure: Final Infringement Notice and settlement

12 October 2026: The CMA has given a Final Infringement Notice to Wayfair and has imposed a financial penalty of £4,800,000 for infringing consumer protection law. The penalty includes a 40% reduction for settling the case to reflect resource savings to the CMA generated by the company’s admissions, and its agreement to adhere to a streamlined administrative procedure and to comply with the other conditions of settlement, including agreeing not to appeal the decision.

17 November 2025: The CMA has opened an investigation into Wayfair’s compliance with consumer protection law. 

The CMA is investigating whether time-limited sales ended when they said they would. 

The CMA will now engage with Wayfair and gather evidence to consider whether the CMA thinks Wayfair has infringed consumer protection law.  

At this initial stage, it should not be assumed that Wayfair has infringed consumer protection law and no finding has been made.

Your name and contact details are your personal data. The CMA may collect, use and share personal data when carrying out its statutory functions to investigate and take action under the consumer protection legislation which the CMA enforces (including the Digital Markets, Competition and Consumers Act 2024). This includes processing personal data for the purposes of the UK General Data Protection Regulation and Data Protection Act 2018.