Massivemarkets

SEC Form 4

Wayfair Inc. (W) insider trading

In the 12 months to Oct 23, 2026, 5 W insiders reported open-market sales of $257.2M across 42 filings; no open-market purchases were filed.

Latest filing · Last 12 months · Source: SEC EDGAR · How we count

Open-market sales
$257.2M
42 filings · 5 insiders
Open-market purchases
$0
0 filings
Pre-arranged sales (10b5-1)
42 of 42
All $257.2M sold was pre-arranged

Who traded W, and when

  • Sale
  • Sale, pre-arranged (10b5-1)

W daily close from Oct 23, 2025 to Oct 23, 2026, between $57.40 and $119.05, last $113.27. 42 sale and 0 purchase filings by 5 insiders, marked at their filing dates. Steven Conine, Co-Founder → Director: sold $122.6M across 14 filings, first filed Oct 24, 2025, last Oct 19, 2026. Niraj Shah, Chief Executive Officer: sold $122.6M across 14 filings, first filed Oct 24, 2025, last Oct 19, 2026. Kate Gulliver, CFO and Chief Admin Officer: sold $4.9M across 2 filings, first filed Nov 6, 2025, last Jan 5, 2026. Fiona Tan, Chief Technology Officer: sold $3.9M across 5 filings, first filed Nov 7, 2025, last Oct 22, 2026. Jon Blotner, Pres., Commercial & Operations: sold $3.3M across 7 filings, first filed Nov 12, 2025, last Oct 19, 2026.

Largest mark · tap a row for others

Steven Conine · Director

Filing 1 of 2 within a week · $20,313,437 total

Sale $7,296,709

69,000 shares at $105.75 avg

Filed Oct 14, 2026 · traded Oct 12

Pre-arranged (10b5-1) · close on filing date $104.78

W daily closelast $113.27

Steven Conine · Co-Founder → Director

$122.6M sold

Niraj Shah · Chief Executive Officer

$122.6M sold

Kate Gulliver · CFO and Chief Admin Officer

$4.9M sold

Fiona Tan · Chief Technology Officer

$3.9M sold

Jon Blotner · Pres., Commercial & Operations

$3.3M sold
One row per insider; marks sit at the SEC filing date, sized by dollar value.

Has Wayfair Inc.'s CEO sold stock?

Yes. Niraj Shah (CEO) sold 1,284,000 shares ($122.6M) between Oct 2025 and Oct 2026, all under a pre-arranged 10b5-1 plan.

Open-market trades

42 filings in the last 12 months
InsiderRoleSoldBoughtFilingsPre-arranged (10b5-1)Last filed
Steven ConineCo-Founder → Director$122.6M—14100% of sales
Niraj ShahChief Executive Officer$122.6M—14100% of sales
Kate GulliverCFO and Chief Admin Officer$4.9M—2100% of sales
Fiona TanChief Technology Officer$3.9M—5100% of sales
Jon BlotnerPres., Commercial & Operations$3.3M—7100% of sales
Other insider activity (not market trades) · 76 records
  • Option exercises36 records
  • Tax withholding14 records
  • Grants and awards8 records
  • Gifts13 records
  • Other5 records

Reported on Form 4 but not purchases or sales in the market, so not counted in the totals above.

Build this yourself

This page joins two Massive endpoints: Form 4 filings and daily prices. Ask an agent to watch for new filings:

Agent prompt

Using the Massive API (massive.com/docs/llms.txt), check Form 4 filings for W every day with transaction_code=P and tell me when an insider files an open-market purchase, with their role, shares, price and the filing link.

How to read this page

Open-market purchase or sale
A buy or sell of the company's stock at market price. Grants, option exercises, shares withheld for tax, gifts and employee stock plan purchases are listed separately and not counted.
Pre-arranged (10b5-1)
The insider marked the filing as made under a trading plan set up in advance (SEC Rule 10b5-1). The mark covers the whole filing, and an unmarked filing may still be under a plan.
Role
The title on each filing. Someone whose title changed shows more than one.
Filing date
Insiders have two business days to report a trade. Totals and the chart use the filing date, when the trade became public.