Habitat vs Wayfair:Which is more popular?
In September 2026, Wayfair had more branded searches than Habitat among rug retailers in the United Kingdom. Wayfair had about 12,100 branded searches, while Habitat had 6,600. Wayfair made up 4.8% of all rug retailer searches we track, and Habitat accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about rug retailers, Habitat and Wayfair each appeared in two of the five answers. Wayfair was mentioned before Habitat in two out of three answers that named either.
Who do people search for more?
Wayfair, about 83% more searches than Habitat
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Wayfair, named ahead of Habitat in 2 of 3 answers
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Top rug retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Habitat was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Wayfair was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Wayfair was listed before Habitat in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Dunelm1st
IKEA2nd
Ruggable3rd
Next3rd
Habitat5th
Rugs Direct6th
La Redoute7th- Wayfair8th
John Lewis9th
The Rug Seller10th- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dunelm5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- IKEA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Ruggable4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Rugs Direct2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Wayfair2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Habitat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- La Redoute2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Land of Rugs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about rug retailers
5 answers
Asked ChatGPT
“Where's the best place to buy a rug online in the UK?”
Asked ChatGPT
“Which UK shops sell good quality affordable rugs?”
Asked ChatGPT
“Where can I buy a washable rug in the UK?”
Searched Google, AI Overview
“rugs”
Searched Google, AI Overview
“rugs uk”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Habitat or Wayfair more popular in search?
This chart shows how often people search Google for Habitat and Wayfair by name. Each line represents a brand's share of searches for all 11 rug retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Wayfair, Habitat. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | IKEA | Ruggable | Next | John Lewis | Rugs Direct | Wayfair | Habitat | La Redoute | Land of Rugs | The Rug Seller |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.4% | 17.8% | 21.8% | 8% | 6.5% | 5.3% | 4.4% | 2.4% | 0.85% | 0.38% | 0.26% |
| Nov 2025 | 31% | 17.1% | 20.9% | 9.3% | 6.3% | 5.1% | 6.3% | 2.3% | 1% | 0.45% | 0.25% |
| Dec 2025 | 35.5% | 15.9% | 19.4% | 8.7% | 5.8% | 5.8% | 4.7% | 2.6% | 0.94% | 0.39% | 0.23% |
| Jan 2026 | 32.6% | 17.8% | 17.8% | 9.8% | 6.5% | 5.3% | 5.3% | 2.9% | 1% | 0.47% | 0.26% |
| Feb 2026 | 32.9% | 18% | 18% | 9.9% | 6.6% | 5.4% | 4.4% | 2.9% | 1.1% | 0.45% | 0.26% |
| Mar 2026 | 33.5% | 18.3% | 18.3% | 8.2% | 6.7% | 5.5% | 5.5% | 2.4% | 0.86% | 0.45% | 0.22% |
| Apr 2026 | 31.1% | 17% | 20.8% | 9.3% | 6.2% | 6.2% | 5.1% | 2.8% | 0.98% | 0.37% | 0.25% |
| May 2026 | 33.8% | 18.5% | 18.5% | 8.3% | 6.8% | 5.5% | 4.5% | 2.5% | 1.1% | 0.4% | 0.27% |
| Jun 2026 | 36.3% | 16.2% | 19.8% | 7.3% | 5.9% | 5.9% | 4.9% | 2.2% | 0.96% | 0.35% | 0.23% |
| Jul 2026 | 30.1% | 20.1% | 20.1% | 9% | 6% | 6% | 4.9% | 2.2% | 0.97% | 0.36% | 0.24% |
| Aug 2026 | 33.2% | 18.2% | 18.2% | 10% | 6.6% | 5.4% | 4.4% | 2.4% | 1.1% | 0.26% | 0.26% |
| Sep 2026 | 29.6% | 19.8% | 19.8% | 8.9% | 7.2% | 5.9% | 4.8% | 2.6% | 0.96% | 0.24% | 0.19% |
Habitat sells other things too, so only its searches that name this product count here, like “habitat rugs”.
How has the Habitat and Wayfair comparison changed over the last 12 months?
3 findings
- Wayfair was ahead of Habitat in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Habitat’s share of searches among rug retailers in the United Kingdom moved from 2.4% to 2.6%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending September 2026, Wayfair’s share of searches among rug retailers in the United Kingdom moved from 4.4% to 4.8%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for United Kingdom rug retailers in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Habitat’s and Wayfair’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among rug retailers
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