TORONTO & LONDON — February 5, 2026
Executive Summary
Affirm Holdings, Inc. (NASDAQ: AFRM) has announced the expansion of its long-standing partnership with Wayfair Inc. (NYSE: W) into the United Kingdom and Canada, extending Affirm’s payment options to shoppers across two additional international markets. With this expansion, approved Wayfair customers in the UK and Canada can split eligible purchases into payment plans offered through Affirm at checkout. The announcement builds on the companies’ existing relationship in the United States, where Affirm was recently added to Wayfair’s online and in-store checkout experiences. According to the companies, the expansion reflects continued collaboration focused on providing transparent payment options to customers shopping for home goods across multiple geographies.
Announcement Overview
Affirm and Wayfair have expanded their partnership beyond the United States to include the United Kingdom and Canada, making Affirm’s payment products available to Wayfair shoppers in both markets. Under the expanded arrangement, customers shopping on Wayfair’s platforms in the UK and Canada can apply for Affirm at checkout and, if approved, select a payment plan that aligns with their purchase preferences.
The companies stated that the checkout experience is designed to deliver real-time approval decisions, allowing customers to understand their payment options before completing a purchase. Customers who use Affirm only pay the amounts disclosed at checkout, with no late fees or hidden charges, according to the company.
The expansion follows Wayfair’s broader rollout of Affirm across its U.S. online and in-store channels in October 2025, marking the next phase in a partnership that the companies say began nearly a decade ago. By extending the relationship to international markets, Affirm and Wayfair are expanding the availability of installment payment options for home-related purchases across multiple regions.
Key Announcement Details
- Announcement type: Partnership expansion
- Companies involved: Affirm Holdings, Inc. and Wayfair Inc.
- New markets added: United Kingdom and Canada
- Existing markets: United States
- Payment option: Installment payments through Affirm at checkout
- Availability: Approved Wayfair shoppers in the UK and Canada
- Expansion timing: February 2026
- Sales channels: Wayfair online checkout and, in the U.S., in-store checkout
Strategic Context
According to the companies, the expansion of the partnership reflects ongoing demand for alternative payment options in retail, particularly for larger purchases such as home furnishings. Wayfair operates a large-scale home goods marketplace across multiple regions, while Affirm provides installment-based payment products that allow customers to spread the cost of purchases over time.
The companies indicated that the partnership focuses on providing customers with clarity at checkout, including real-time approval decisions and transparent payment terms. The rollout into the UK and Canada brings Affirm’s offerings to markets with established e-commerce demand for home furnishings and décor, extending the partnership’s geographic footprint beyond the U.S.
Affirm operates under country-specific regulatory frameworks in each market where it offers credit products. In the UK, Affirm provides consumer credit products through an entity authorized and regulated by the Financial Conduct Authority, while in Canada, Affirm’s offerings are subject to provincial regulations. The companies stated that the payment options offered through the partnership are structured in accordance with applicable local laws and regulatory requirements.
Customer Checkout Experience
Under the expanded partnership, Wayfair customers in the UK and Canada can select Affirm as a payment option during checkout. Once selected, customers receive a real-time decision and can choose from available payment plans, depending on eligibility and purchase amount.
Affirm stated that it does not charge late fees or hidden fees, and that customers pay only the total amount disclosed at the time of purchase. Payment terms, including interest rates where applicable, are presented clearly to customers before they confirm their transaction.
The companies indicated that the checkout experience is designed to integrate seamlessly into Wayfair’s existing online shopping flow, allowing customers to complete purchases without navigating away from the platform.
Wayfair Perspective
Wayfair described the expansion as part of its broader approach to improving the end-to-end shopping experience for customers purchasing home goods.
“Home is deeply personal, and we want every part of the shopping experience — including how customers pay — to reflect that,” said Curtis Crawford, head of fintech and loyalty at Wayfair. “Since first partnering with Affirm nearly a decade ago, we’ve seen how much our customers value having flexible, transparent payment options. Expanding Affirm to the UK and Canada means more shoppers can invest in their homes in a way that works for them, with no hidden fees or surprises.”
According to Wayfair, providing multiple payment options at checkout is part of its strategy to support customers across a wide range of purchase sizes, from smaller home accessories to larger furniture items.
Affirm Perspective
Affirm stated that expanding its partnership with Wayfair aligns with its goal of making its payment products available to more consumers across international markets.
“When people are shopping for their homes, they want to focus on finding the right piece for their space — and not worry about fine print or surprise fees that come with it,” said Wayne Pommen, Chief Revenue Officer at Affirm. “We’re proud to expand on our years of successful partnership with Wayfair, delivering the same peace of mind to even more consumers in the UK and Canada.”
Affirm indicated that it continues to work with merchants to integrate its payment network into both online and in-store checkout experiences, adapting to local market requirements as it expands internationally.
Regulatory and Market Considerations
Affirm’s offerings in the UK and Canada are subject to market-specific regulatory frameworks governing consumer credit. In the UK, Affirm is authorized and regulated by the Financial Conduct Authority to carry out regulated consumer credit activities. Credit products are subject to eligibility checks, minimum spend thresholds, and applicable terms and conditions.
In Canada, Affirm’s rates range from 0% to 31.99% APR, subject to provincial regulations. Payment options depend on factors such as purchase amount, merchant participation, and customer eligibility, and may not be available in all provinces or territories.
The companies stated that they provide required disclosures at checkout, enabling customers to review terms before completing a transaction. Missed payments may affect a customer’s financial status, depending on the market and applicable regulations.
Expansion Beyond the United States
The UK and Canada expansion represents the next phase of a partnership that initially launched in the United States. In October 2025, Affirm was added to Wayfair’s online and in-store checkout experiences across the U.S., expanding customer access to installment payment options.
By extending the partnership internationally, the companies are applying the same payment model to additional regions while adapting to local consumer credit regulations. The companies did not disclose specific rollout metrics for the UK and Canada at the time of the announcement.
Market Reach and Customer Impact
Wayfair operates one of the largest online destinations for home goods, serving customers across multiple regions. The addition of Affirm in the UK and Canada expands the set of payment options available to Wayfair’s international customer base.
Affirm stated that its payment network is designed to support both consumers and merchants by providing transparent terms and real-time decisioning. Through merchant partnerships, Affirm integrates directly into checkout flows, allowing customers to select installment plans without leaving the merchant’s platform.
The companies indicated that the expanded partnership is intended to support customers making purchases across a wide range of price points, from smaller household items to larger furniture investments.
About Affirm
Affirm Holdings, Inc. was founded in 2012 with the mission of delivering honest financial products that improve lives. Headquartered in the United States, Affirm operates a payments network that enables consumers to split purchases into installment payments with clear terms disclosed upfront.
Affirm’s platform is designed to provide real-time credit decisions at checkout, allowing eligible consumers to select payment plans that fit their needs. Unlike traditional credit cards and some pay-over-time options, Affirm states that it does not charge late fees or hidden fees. Interest rates, where applicable, are presented clearly before customers confirm a transaction.
Affirm serves millions of consumers and works with thousands of merchants across sectors such as retail, travel, electronics, and home goods. The company operates internationally, offering payment products in the United States, Canada, and the United Kingdom, subject to local regulations.
In the United States, the FICO® Score is widely used across the credit industry, and Affirm integrates multiple data points into its underwriting and decisioning processes. Affirm’s business model is focused on transparency, regulatory compliance, and merchant integration at scale.
Affirm Holdings, Inc. is publicly listed on the Nasdaq under the ticker symbol AFRM and continues to expand its merchant network and geographic footprint through partnerships and platform integrations.
About Wayfair
Wayfair Inc. is a global e-commerce company specializing in home goods, furniture, décor, and related products. Founded in 2002, Wayfair operates online platforms serving customers across multiple countries, offering millions of products from a wide network of suppliers.
Wayfair’s platforms allow customers to shop for furniture, home décor, lighting, appliances, and other household items across a broad range of price points. The company supports both residential and commercial customers and provides delivery services tailored to large and bulky items.
Wayfair operates in the United States, Canada, the United Kingdom, Germany, and other international markets, serving customers through localized websites and logistics networks. The company is publicly traded on the New York Stock Exchange under the ticker symbol W.
Wayfair continues to invest in technology, logistics, and payment options to improve the online shopping experience for customers purchasing home goods globally.
Media and Investor Contacts
Media Contact
Affirm: press@affirm.com
Investor Contact
Affirm: ir@affirm.com
Source Attribution
Source: Company announcement