Wayfair Co-Founder Sells $1.5M in Shares Through Planned Trading Program

Wayfair Co-Founder and Director Steven Conine reported significant insider sales transactions executed on June 20, 2025, through a pre-established Rule 10b5-1 trading plan from August 15, 2024.

Rhea-AI Filing Summary

Wayfair Co-Founder and Director Steven Conine reported significant insider sales transactions executed on June 20, 2025, through a pre-established Rule 10b5-1 trading plan from August 15, 2024.

Key transaction details:

• Sold 28,500 shares at weighted average price of $49.40 (range: $48.73-$49.72)
• Sold additional 1,500 shares at weighted average price of $49.99 (range: $49.73-$50.36)
• After transactions, directly owns 439,073 Class A shares
• Maintains indirect ownership of 22,857 shares through SK Ventures LLC

As a Co-Founder, Director, and 10% Owner, Conine's trading activity provides significant insight into insider sentiment. The structured nature of the sales through a 10b5-1 plan suggests pre-planned portfolio management rather than reactive selling.

Positive

• None.

Negative

• Co-Founder and 10% owner Steven Conine sold 30,000 shares worth approximately $1.48M through a pre-planned 10b5-1 trading plan

Insider Trade Summary

Net Seller: 30,000 shares

Net Sell 3 txns

Insider Conine Steven

Role Co-Founder

Sold 30,000 shs ($1.48M)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock	28,500	$49.40	$1.41M
Sale	Class A Common Stock	1,500	$49.99	$75K
holding	Class A Common Stock	--	--	--

Holdings After Transaction: Class A Common Stock — 439,073 shares (Direct); Class A Common Stock — 22,857 shares (Indirect, See Footnote)

Footnotes (4)

1. F1. The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on August 15, 2024.
2. F2. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $48.73 to $49.72, 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.
3. F3. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $49.73 to $50.36, 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.
4. F4. Represents shares directly owned by SK Ventures LLC, of which the reporting person is a member and may be deemed to be a beneficial owner.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

How many Wayfair (W) shares did Steven Conine sell on June 20, 2025?

Steven Conine sold a total of 30,000 shares of Wayfair Class A Common Stock on June 20, 2025, consisting of 28,500 shares at an average price of $49.40 and 1,500 shares at an average price of $49.99.

What was the price range of Wayfair (W) shares sold by Steven Conine in the June 2025 transaction?

The shares were sold in multiple transactions at two price ranges: 28,500 shares were sold between $48.73 to $49.72, and 1,500 shares were sold between $49.73 to $50.36.

How many Wayfair (W) shares does Steven Conine own after the June 2025 sale?

After the reported transactions, Steven Conine directly owns 439,073 shares of Wayfair Class A Common Stock, plus indirect ownership of 22,857 shares through SK Ventures LLC.

Was Steven Conine's Wayfair (W) stock sale in June 2025 part of a planned transaction?

Yes, the sales were executed pursuant to a Rule 10b5-1 trading plan that was adopted by Steven Conine on August 15, 2024.

What positions does Steven Conine hold at Wayfair (W)?

Steven Conine serves multiple roles at Wayfair: Director, 10% Owner, and Co-Founder of the company.

AI-generated analysis. How Rhea-AI works. Not financial advice.

Form 4 Insider Transactions: What Each Field Means →

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Accepted by SEC EDGAR 06/23/2025 - 06:31 PM EDT Learn about SEC filing dates

SEC Form 4

FORM 4

UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

OMB APPROVAL

OMB Number:			3235-0287
Estimated average burden
hours per response:			0.5

Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

X

Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.

1. Name and Address of Reporting Person^*

Conine Steven

(Last) (First) (Middle)

C/O WAYFAIR INC., 4 COPLEY PLACE

(Street)

BOSTON MA 02116

(City) (State) (Zip)

2. Issuer Name and Ticker or Trading Symbol
Wayfair Inc. [ W ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

X	Director	X	10% Owner
X	Officer (give title below)		Other (specify below)
	Co-Founder

3. Date of Earliest Transaction (Month/Day/Year)
06/20/2025

4. If Amendment, Date of Original Filed (Month/Day/Year)

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Class A Common Stock	06/20/2025		S(1)		28,500	D	$49.4(2)	440,573	D
Class A Common Stock	06/20/2025		S(1)		1,500	D	$49.99(3)	439,073	D
Class A Common Stock								22,857	I	See Footnote(4)

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:

1. The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on August 15, 2024.

2. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $48.73 to $49.72, 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.

3. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $49.73 to $50.36, 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.

4. Represents shares directly owned by SK Ventures LLC, of which the reporting person is a member and may be deemed to be a beneficial owner.

Remarks:

	/s/ Enrique Colbert, Attorney-in-Fact for Steven Conine	06/23/2025
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.