IKEA vs Wayfair:Which is more popular?
In September 2026, IKEA had more branded searches than Wayfair among rug retailers in the United Kingdom. IKEA had about 49,500 branded searches, while Wayfair had 12,100. IKEA made up 19.8% of all rug retailer searches we track, and Wayfair accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about rug retailers, IKEA appeared in four of the five answers and Wayfair in two. IKEA was mentioned before Wayfair in every answer that named either.
Who do people search for more?
IKEA, about 4 searches for every 1 for Wayfair
Who does AI mention more?
IKEA, mentioned in 4 of 5 answers, Wayfair in 2
Who does AI recommend more?
IKEA, named ahead of Wayfair in 4 of 4 answers
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Top rug retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. IKEA was listed before Wayfair in every answer 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 IKEA or Wayfair more popular in search?
This chart shows how often people search Google for IKEA 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 IKEA, Wayfair. 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% |
IKEA sells other things too, so only its searches that name this product count here, like “ikea rugs”.
How has the IKEA and Wayfair comparison changed over the last 12 months?
3 findings
- IKEA was ahead of Wayfair in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, IKEA’s share of searches among rug retailers in the United Kingdom moved from 17.8% to 19.8%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
- 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
In September 2026, IKEA gained share of searches among rug retailers in the United Kingdom, from 18.2% to 19.8%.
Estimated monthly branded searches for Wayfair in the United Kingdom fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using IKEA’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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