Wayfair, Home Depot and Lowe's marketplace management
Amazon is where most brands start online. For furniture, lighting, plumbing, decor and home improvement products it is often not where the volume is. Wayfair, Home Depot, Lowe’s, Walmart, Overstock and the Mirakl marketplaces behind retailers like Best Buy each have their own buyers, their own economics and their own rules. We get brands listed on the right ones and run them as a channel, not a side project.
Who this is for
Manufacturers and importers of home, kitchen, bath, lighting and DIY products that sell through traditional retail today and want the online retailers to carry the same weight. You may already be on Amazon. You may have a Wayfair account that nobody has touched in a year. Either way you want someone who knows how each platform actually makes money and can run them all with one set of numbers.
A good fit if
- You make or import home, kitchen, bath, lighting or DIY products
- Traditional retail carries the business today and online should carry the same weight
- You have a marketplace account that nobody has touched in a year
- You want every platform run with one set of numbers
The platforms we manage
Each platform has its own buyer, its own economics and its own rules. We manage them together so pricing, promotions and inventory stay in step across all of them.
Wayfair, Canada and USA
Catalogue setup and class mapping, product attribution so your items show up in filters, pricing and promotional calendars, sponsored placements, Wayfair Verified and the CastleGate program that drives delivery speed and search position. Most of the growth we find on Wayfair comes from fixing what is already listed before spending on ads.
Home Depot, Canada and USA
Vendor and dropship onboarding, item setup and taxonomy, content and imagery, pricing and promotional planning, and the merchant relationship and in-stock reporting that keep your items live and ranking. Home Depot is a retailer first and a marketplace second, so the buyer relationship matters as much as the listing.
Lowe's, Canada and USA
Vendor and dropship onboarding, item setup and taxonomy, content and imagery, pricing and promotional planning, plus the merchant reporting that keeps your items in stock and ranking. Like Home Depot, Lowe's runs on the retailer's calendar and programs, so we manage the buyer relationship alongside the listings.
Walmart, USA
Listing and catalogue health, buy box and pricing strategy, fulfillment choices and Walmart Connect advertising. Walmart's shopper is not Amazon's shopper, so your assortment and pricing should reflect that. We set the account up and manage it day to day so Walmart pricing stays in line with your other channels.
Overstock, Canada and USA
Listings, pricing and promotional participation across furniture, decor and home categories, managed so your Overstock price does not erode margin on your other channels. We handle catalogue setup, the promotional calendar and reporting, and keep the account aligned with your price parity policy.
Mirakl marketplaces and more
Mirakl powers the marketplaces behind dozens of major retailers, including Best Buy. We identify which banners fit your products, handle the applications and onboarding and manage the listings once you are live. We can also list you on Target Plus, Amazon Business, Costco and more.
what we do
Beyond Amazon Services
Account Acquisition
Full-Service Management
Cost negotiation
Trade term negotiation
Advertising Optimisation
Pricing Analysis
Competitive analysis
Profitability Analysis
Listing Development and Optimization
Promotional Planning & Execution
Same net sale, different journey
Before we put a product on any platform we run the arithmetic, because two channels that pay you the same 37$ on a 100$ retail can behave completely differently.
Marketplace, selling direct
100$ retail price, less:
- 15$ referral commission
- 20$ advertising
- 20$ fulfillment
- 8$ logistics and other costs
Net sale 37$
Drop ship, selling wholesale
100$ retail price, less:
- 40$ retailer margin (60$ wholesale price to you)
- 12$ advertising
- 8$ backend programs
- 3$ logistics and other costs
Net sale 37$
Same money. Very different cash flow, inventory risk, pricing control and workload. The marketplace route keeps the customer and the price in your hands and puts the fulfillment and returns on your desk. The drop-ship route hands the retailer the pricing and gives you a purchase order and a trade-spend structure to negotiate. Which one is right depends on your margin, your warehouse and how much control you need over price. We model it per platform before recommending either.
How we charge
A monthly minimum fee per account against a commission on net sales, whichever is greater. Each platform is its own account with its own pricing, advertising budget and catalogue, so each carries its own minimum. Longer agreements carry lower monthly minimums. If we did a channel assessment for you first, a portion of that project fee is generally credited toward the monthly minimums.
Monthly minimum plus commission
Per account, against a commission on net sales, whichever is greater.
One account per platform
Each platform carries its own pricing, ad budget, catalogue and minimum.
Longer term, lower minimum
Longer agreements carry lower monthly minimums.
Assessment credited
A portion of a prior consulting fee generally offsets the monthly minimums.
Results
of sales now online for a 20-year-old Canadian furniture designer and importer that started under 5%, with four warehouses added to keep up
Wayfair.com account for the same client, with the online catalogue grown from about 100 SKUs to more than 900
year over year growth on every managed account for three straight years for an importer of sinks, fixtures and vanities selling on Amazon, Wayfair and Lowe’s
During the first phase of Covid that ecommerce business kept the whole company afloat. The people behind these numbers spent their careers at Colgate, Clorox, MARS, Ferrero and PwC Strategy& before Looking Glass Group.
Frequently asked questions
Should we sell direct on Wayfair or through a distributor?
Run the net-sale arithmetic above with your own numbers. Direct keeps price control and margin at full price but you carry fulfillment. A distributor or drop-ship model is simpler operationally but you give up pricing and part of the margin. For most brands with their own warehouse, direct wins over time.
What is Wayfair Verified and does it matter?
It is Wayfair’s badge for suppliers that meet its operational and review standards, and it affects placement. Getting there is mostly attribution, imagery, in-stock rates and reviews. We treat it as a target for every Wayfair account we manage.
Can we be on Wayfair and Amazon with the same pricing?
You should be. Price parity across channels protects you from IMAP violations and from retailers pulling your line. We set the policy and monitor it.
How long does onboarding take on Wayfair, Home Depot or Lowe's?
Wayfair can be live in a few weeks once the catalogue and imagery are ready. Home Depot and Lowe’s vendor programs run on the retailer’s calendar and can take a quarter or more from application to first order. We start the applications early and build the catalogue in parallel.
Do you manage the retailer relationship or just the listings?
Both. On the retail-first platforms the buyer conversation is the job. We attend the line reviews, negotiate the programs and chase the in-stock reports.
Start with the sample report
See how we assess a marketplace channel before we run one. Our ecommerce advisory sample report walks through a real, anonymized assessment.