Wayfair vs. Amazon vs. Shopify: Which Platform Is Best for Selling Home Décor?

Introduction

Home décor is one of the fastest-growing eCommerce segments, with global consumers seeking everything from furniture and lighting to artwork and textiles. For sellers in Vietnam and Southeast Asia, choosing the right platform to sell home décor internationally is crucial.

Three major options stand out: Wayfair, Amazon, and Shopify. Each offers unique benefits and challenges depending on your brand’s goals, scale, and resources.

Wayfair: The Specialist Marketplace

Wayfair is a niche marketplace dedicated exclusively to home goods and furniture.

Advantages:

• Access to 30+ million active customers in the U.S. and Europe.

• No listing fees; Wayfair uses a wholesale pricing model.

• Strong brand trust in home furnishings.

• Logistics support through Wayfair Fulfillment Services (WFS).

Challenges:

• Limited to home décor and related categories.

• Requires U.S./EU compliance and logistics preparation.

• Vendors have less control over pricing (Wayfair sets final retail prices).

Best for: Manufacturers and suppliers specializing in furniture, décor, and household goods who want direct access to targeted buyers.

Amazon: The Global Giant

Amazon is the largest general marketplace, attracting hundreds of millions of buyers across categories, including home décor.

Advantages:

• Enormous customer base with built-in traffic.

• Fulfillment by Amazon (FBA) simplifies logistics.

• Tools for international selling (Amazon Global Selling).

• Higher visibility for trending products.

Challenges:

• High competition in the décor market with many established sellers.

• Referral and fulfillment fees reduce margins.

• Limited brand control due to Amazon’s strict rules.

• Risk of account suspension or policy changes.

Best for: Sellers seeking volume sales and exposure, even if margins are tighter.

Shopify: The Independent Path

Shopify is not a marketplace but a customizable eCommerce platform where sellers build their own websites.

Advantages:

• Full brand control (design, pricing, customer data).

• Scalable with apps and integrations (SEO, social media ads, PayPal, Stripe, etc.).

• Lower ongoing fees compared to marketplace commissions.

• Ability to build long-term customer relationships.

Challenges:

• Requires investment in marketing to generate traffic.

• No built-in customer base like Amazon or Wayfair.

• Technical setup needed (store design, payment gateways, shipping rules).

Best for: Established brands looking to build long-term independence and maximize profit margins.

Comparison Table: Wayfair vs. Amazon vs. Shopify

Conclusion

Each platform has its strengths:

• Wayfair is ideal for suppliers specializing in home décor who want access to a targeted, ready-to-buy audience.

• Amazon is unbeatable in reach and scale but comes with high competition and less control.

• Shopify empowers long-term brand growth with full independence, but sellers must invest in marketing.

For many businesses, the best strategy is a combination: start on Amazon for reach, expand into Wayfair for targeted décor buyers, and eventually build independence with Shopify.

By diversifying across these platforms, home décor sellers can strengthen their global presence, reduce risk, and maximize long-term profitability.