The retailer posted nearly 10% revenue gains and 4.7% growth in active customers in Q3, even as consumer spending habits change in the home category.

“At the start of this year, we told you we expected to take share in the U.S. at a pace we had not seen in several years. With U.S. revenue growing double digits against a roughly flat category here in Q3, we've done exactly that,” Shah said in a statement Wednesday.

Revenue growth was driven by a 4.7% increase in active customers, reaching 22.2 million, and a 12.2% increase in orders delivered, though average order value decreased slightly in the period.

Notably, Wayfair was able to grow its customer base without significantly increasing its advertising spend, according to GlobalData Managing Director Neil Saunders. Ad spend was up 2.4% year over year. As a percentage of total revenue, ad spend was 9.9% compared to 10.6% last year.

Wayfair’s growing network of stores will continue to help the retailer offset the high costs of acquiring customers online, Saunders noted.

The company itself has previously touted the benefits of its physical stores in acquiring new customers, stating that at its Chicago-area location, over half of shoppers are new to the Wayfair brand.

Wayfair in August announced plans to open its 10th store for that brand, set to open in Altamonte Springs, Florida, in 2028. It will join existing and upcoming locations in areas including Atlanta; Denver; and Columbus, Ohio.

Wayfair also appears to be benefiting from its assortment across multiple home categories.

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