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
Steven Conine · Co-Founder → Director
Co-Founder → Director
$122.6M soldNiraj Shah · Chief Executive Officer
Chief Executive Officer
$122.6M soldKate Gulliver · CFO and Chief Admin Officer
CFO and Chief Admin Officer
$4.9M soldFiona Tan · Chief Technology Officer
Chief Technology Officer
$3.9M soldJon Blotner · Pres., Commercial & Operations
Pres., Commercial & Operations
$3.3M soldHas 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| Insider | Role | Sold | Bought | Filings | Pre-arranged (10b5-1) | Last filed |
|---|---|---|---|---|---|---|
| Steven Conine | Co-Founder → Director | $122.6M | — | 14 | 100% of sales | |
| Niraj Shah | Chief Executive Officer | $122.6M | — | 14 | 100% of sales | |
| Kate Gulliver | CFO and Chief Admin Officer | $4.9M | — | 2 | 100% of sales | |
| Fiona Tan | Chief Technology Officer | $3.9M | — | 5 | 100% of sales | |
| Jon Blotner | Pres., Commercial & Operations | $3.3M | — | 7 | 100% of sales |
| Filed | Insider | Type | Shares | Avg price | Value | Held after | Source |
|---|---|---|---|---|---|---|---|
traded | Fiona Tan Chief Technology Officer | SalePre-arranged (10b5-1) | 8,000 | $115.00 | $920.0K | 196,698 | |
traded | Steven Conine Director | SalePre-arranged (10b5-1) | 117,000 | $111.25 | $13.0M | 105,073 | |
traded | Jon Blotner Pres., Commercial & Operations | SalePre-arranged (10b5-1) | 546 | $110.00 | $60.1K | 115,885 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 117,000 | $111.25 | $13.0M | 128,041 | |
traded | Steven Conine Director | SalePre-arranged (10b5-1) | 69,000 | $105.75 | $7.3M | 286,023 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 69,000 | $105.75 | $7.3M | 222,137 | |
traded | Jon Blotner Pres., Commercial & Operations | SalePre-arranged (10b5-1) | 6,056 | $104.13 | $630.6K | 116,431 | |
traded | Fiona Tan Chief Technology Officer | SalePre-arranged (10b5-1) | 7,000 | $102.18 | $715.3K | 204,698 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 69,000 | $103.35 | $7.1M | 355,652 | |
traded | Steven Conine Director | SalePre-arranged (10b5-1) | 69,000 | $103.36 | $7.1M | 345,859 | |
traded | Jon Blotner Pres., Commercial & Operations | SalePre-arranged (10b5-1) | 6,968 | $100.22 | $698.3K | 110,376 | |
traded | Steven Conine Director | SalePre-arranged (10b5-1) | 69,000 | $103.36 | $7.1M | 371,496 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 69,000 | $103.36 | $7.1M | 371,716 | |
traded | Jon Blotner Pres., Commercial & Operations | SalePre-arranged (10b5-1) | 5,925 | $96.29 | $570.5K | 117,344 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 120,000 | $77.55 | $9.3M | 434,674 | |
traded | Steven Conine Director | SalePre-arranged (10b5-1) | 120,000 | $77.56 | $9.3M | 435,612 | |
traded | Jon Blotner Pres., Commercial & Operations | SalePre-arranged (10b5-1) | 4,790 | $72.19 | $345.8K | 111,158 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 10,611 | $78.69 | $834.9K | 54,205 | |
traded | Steven Conine Director | SalePre-arranged (10b5-1) | 10,394 | $78.66 | $817.6K | 56,567 | |
traded | Steven Conine Director | SalePre-arranged (10b5-1) | 109,606 | $77.19 | $8.5M | 59,467 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 109,389 | $77.19 | $8.4M | 59,748 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 27,000 | $78.88 | $2.1M | 171,435 | |
traded | Steven Conine Co-Founder | SalePre-arranged (10b5-1) | 26,950 | $78.86 | $2.1M | 179,588 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 93,000 | $74.63 | $6.9M | 199,199 | |
traded | Steven Conine Co-Founder | SalePre-arranged (10b5-1) | 93,050 | $74.63 | $6.9M | 203,359 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 150,000 | $108.87 | $16.3M | 372,192 | |
traded | Steven Conine Co-Founder | SalePre-arranged (10b5-1) | 150,000 | $108.87 | $16.3M | 289,073 | |
traded | Fiona Tan Chief Technology Officer | SalePre-arranged (10b5-1) | 9,000 | $119.00 | $1.1M | 200,328 | |
traded | Kate Gulliver CFO and Chief Admin Officer | SalePre-arranged (10b5-1) | 36,497 | $106.50 | $3.9M | 149,238 | |
traded | Jon Blotner Pres., Commercial & Operations | SalePre-arranged (10b5-1) | 4,997 | $105.84 | $528.9K | 106,107 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 150,000 | $100.68 | $15.1M | 439,137 | |
traded | Steven Conine Co-Founder | SalePre-arranged (10b5-1) | 150,000 | $100.69 | $15.1M | 439,073 | |
traded | Steven Conine Co-Founder | SalePre-arranged (10b5-1) | 150,000 | $105.92 | $15.9M | 836,951 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 150,000 | $105.91 | $15.9M | 840,166 | |
traded | Fiona Tan Chief Technology Officer | SalePre-arranged (10b5-1) | 5,441 | $110.59 | $601.7K | 211,887 | |
traded | Jon Blotner Pres., Commercial & Operations | SalePre-arranged (10b5-1) | 4,061 | $108.15 | $439.2K | 101,019 | |
traded | Fiona Tan Chief Technology Officer | SalePre-arranged (10b5-1) | 6,347 | $100.54 | $638.1K | 198,860 | |
traded | Kate Gulliver CFO and Chief Admin Officer | SalePre-arranged (10b5-1) | 9,612 | $102.20 | $982.3K | 175,497 | |
traded | Steven Conine Co-Founder | SalePre-arranged (10b5-1) | 30,000 | $105.09 | $3.2M | 155,720 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 30,000 | $105.10 | $3.2M | 155,755 | |
traded | Niraj Shah Chief Executive Officer | SalePre-arranged (10b5-1) | 120,000 | $82.17 | $9.9M | 254,523 | |
traded | Steven Conine Co-Founder | SalePre-arranged (10b5-1) | 120,000 | $82.17 | $9.9M | 169,073 |
GET /stocks/filings/vX/form-4?tickers=W&filing_date.gte=2025-10-23&sort=filing_date.desc&limit=500{
"status": "OK",
"results": [
{
"tickers": [
"W"
],
"issuer_cik": "0001616707",
"owner_cik": "0001867558",
"accession_number": "0001616707-26-000183",
"form_type": "4",
"filing_date": "2026-10-22",
"period_of_report": "2026-10-20",
"issuer_name": "Wayfair Inc.",
"issuer_trading_symbol": "W",
"owner_name": "Tan Fiona",
"is_director": false,
"is_officer": true,
"is_ten_percent_owner": false,
"is_other": false,
"officer_title": "Chief Technology Officer",
"security_type": "non_derivative",
"record_type": "transaction",
"security_title": "Class A Common Stock",
"transaction_timeliness": "O",
"aff_10b5_one": true,
"transaction_date": "2026-10-20",
"transaction_code": "S",
"equity_swap_involved": false,
"transaction_shares": 8000,
"transaction_price_per_share": 115,
"transaction_acquired_disposed": "D",
"shares_owned_following_transaction": 196698,
"transaction_value": 920000,
"not_subject_to_section_16": false,
"direct_or_indirect": "I",
"nature_of_ownership": "By Revocable Trust",
"footnotes": [
{
"id": "F1",
"description": "The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan established by the reporting person on behalf of the revocable trust, as trustee, on June 1, 2026."
},
{
"id": "F2",
"description": "The reporting person is the trustee of the revocable trust, and members of the reporting person's immediate family are the sole beneficiaries of the revocable trust."
}
]
},
{
"tickers": [
"W"
],
"issuer_cik": "0001616707",
"owner_cik": "0001620093",
"accession_number": "0001616707-26-000181",
"form_type": "4",
"filing_date": "2026-10-19",
"period_of_report": "2026-10-15",
"issuer_name": "Wayfair Inc.",
"issuer_trading_symbol": "W",
"owner_name": "Shah Niraj",
"is_director": true,
"is_officer": true,
"is_ten_percent_owner": false,
"is_other": false,
"officer_title": "Chief Executive Officer",
"security_type": "non_derivative",
"record_type": "transaction",
"security_title": "Class A Common Stock",
"transaction_timeliness": "O",
"aff_10b5_one": true,
"transaction_date": "2026-10-15",
"transaction_code": "S",
"equity_swap_involved": false,
"transaction_shares": 49203,
"transaction_price_per_share": 110.36,
"transaction_acquired_disposed": "D",
"shares_owned_following_transaction": 172934,
"transaction_value": 5430043.08,
"not_subject_to_section_16": false,
"direct_or_indirect": "D",
"footnotes": [
{
"id": "F1",
"description": "The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on May 6, 2026."
},
{
"id": "F2",
"description": "The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $110.00 to $110.99, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote."
}
]
}
]
}
// trimmed to 2 resultsThe response includes every Form 4 record; this page keeps open-market purchases and sales on common stock and removes duplicate joint-filer rows.
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:
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.