Barclays upgrades Wayfair on expected market share gains in 2026

Barclays analyst Seth Sigman upgraded Wayfair (W) to Overweight from Equal Weight with a price target of $123, up from $104. The company’s market share accelerated in 2025 and should continue in 2026, the analyst tells investors in a research note. The firm sees the gains being driven by Wayfair’s technology “replatforming” as well as loyalty initiatives and marketing changes. Wayfair’s exposure to middle income consumers positions it to benefit from tax refunds this year, adds Barclays.