The UK's Competition and Markets Authority (CMA) has opened an investigation into online furniture retailer Wayfair over potential breaches of consumer protection law. The inquiry focuses on whether Wayfair's time-limited sales ended as advertised and whether such practices may have misled customers. At this early stage, no determination of wrongdoing has been made.
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The investigation is part of a broader enforcement initiative under the Digital Markets, Competition and Consumers Act 2024 (DMCCA), addressing online pricing practices such as drip pricing and pressure selling. Since April 2025, the CMA has reviewed over 400 businesses across 19 sectors, identifying compliance concerns in 14 sectors, including misleading countdown timers and hidden fees.
The CMA's approach combines enforcement actions with advisory guidance, targeting 100 businesses for compliance letters while providing support to help firms adhere to new rules. Sarah Cardell, CMA Chief Executive, emphasised the importance of consumer confidence, stating that shoppers must be assured that advertised prices are genuine and that sales operate fairly.
The CMA aims to ensure a level playing field for businesses while protecting consumers from misleading pricing tactics. The regulator warned that companies violating consumer law will face swift action, underscoring its commitment to stamping out illegal conduct and promoting transparency in online marketplaces.
This investigation highlights growing scrutiny of e-commerce practices and reinforces regulatory expectations that online retailers maintain clear, accurate, and fair pricing, especially during high-demand sales periods. The CMA's actions are intended to protect both consumers and fair-dealing businesses in a competitive digital economy.
Source: www.bigfurnituregroup.com
