Affirm Expands Wayfair Partnership to UK and Canada; Mixed Analyst Price Targets
Affirm expanded its payment partnership with Wayfair to the UK and Canada on February 5, following last October’s US rollout. Morgan Stanley raised its price target on Wayfair shares to $140 from $130 with an Overweight rating, while Goldman Sachs lowered its target to $104 from $120, maintaining Neutral.
1. Affirm Partnership Expansion
On February 5, Affirm expanded its payment services with Wayfair to the UK and Canada, building on last October’s integration across Wayfair’s in-store and online US checkout platforms. This move broadens buy-now-pay-later availability and could boost international order volumes for Wayfair’s decor, furniture, and home goods segments.
2. Morgan Stanley Raises Price Target
On January 15, Morgan Stanley raised its price target on Wayfair shares to $140 from $130 while affirming an Overweight rating, reflecting confidence in the company’s e-commerce growth trajectory and successful fulfillment and logistics improvements.
3. Goldman Sachs Revises Downward
On January 14, Goldman Sachs lowered its price target to $104 from $120 but maintained a Neutral rating, citing increased investments in site speed, product selection, and availability as factors weighing on near-term returns despite long-term operational gains.