The UK Competition and Markets Authority announced on 18 November 2025 that it had launched a formal enforcement action against Wayfair Inc. as part of a broader crackdown on misleading pricing and pressure‑selling tactics in the e‑commerce market.
The action is one of eight that the CMA has taken under the Digital Markets, Competition and Consumers Act (DMCCA), a law that came into force in April 2025 and gives the regulator the power to impose fines of up to 10 % of a company’s global turnover and to order consumer compensation. The other firms named are StubHub, Viagogo, Appliances Direct, Gold’s Gym, and Marks Electrical.
Wayfair is alleged to have engaged in a range of deceptive practices, including drip pricing that adds hidden costs at checkout, misleading countdown timers that create a false sense of urgency, default opt‑in charges that automatically enroll customers in add‑on services, and time‑limited sales that pressure consumers into quick decisions. The CMA’s investigation will examine how these tactics affect consumer spending and whether they violate UK consumer law.
The CMA has indicated that it will provide an update on the investigation’s progress in March 2026, suggesting a multi‑month review period. During this time, Wayfair is required to cooperate fully, conduct an internal review of its pricing and checkout processes, and may need to implement changes to bring its practices into compliance with the DMCCA’s standards.
Wayfair’s spokesperson said the company takes the investigation seriously and is working closely with the CMA to address any concerns. The company has already begun reviewing its pricing algorithms and checkout flow to ensure transparency and to mitigate the risk of further regulatory scrutiny.
The potential outcome of the enforcement action could include significant fines, mandatory adjustments to Wayfair’s pricing and checkout systems, and orders for consumer compensation. Such a ruling would not only impact Wayfair’s operational efficiency and customer experience in the UK but could also damage its reputation, as trust is a core component of its marketplace model. The case signals to the wider e‑commerce industry that the CMA is prepared to enforce the DMCCA’s provisions aggressively, especially as the holiday shopping season approaches.
The enforcement action underscores the CMA’s commitment to protecting consumers from opaque pricing and unfair sales tactics. By leveraging the DMCCA’s expanded powers, the regulator aims to ensure that online shoppers can rely on the prices they see, thereby fostering confidence in the digital marketplace. The timing of the announcement, just before the peak holiday period, highlights the urgency of addressing these issues when consumer spending is at its highest.
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