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Wayfair Takes Universal Approach to European E-commerce

By Aggregated Content in Furniture Retailing on May 21, 2013 from

Strategies honed in the U.S help Wayfair sell online in the U.K. and Germany.

After three years Europe only accounts for about 6%-$36 million-of Wayfair's annual web sales of around $600 million. But Wayfair is counting on the same niche retailing strategy it developed in the U.S. to help build business in Europe over the long haul, says CEO Niraj Shah.

Wayfair has doubled its European web sales in the last year by growing the number of products it offers on its e-commerce sites in the United Kingdom and Germany to about 100,000 products.

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