Wish launched in 2011. Wish began as an app that asked people to create wish lists, then the company approached merchants and let them know the number of customers who wanted a particular product.
The focus of Wish is on personalization, and curation of products. New customers are asked a series of questions about themselves, helping Wish to build a recommendation profile about them.
Uniquely Wish is 100% mobile, and does not have a shopping website. All customers use one of their mobile shopping apps. Wish was the most downloaded US shopping app in 2017
Merchants on Wish have no registration, monthly, listing, or any other fees. Wish works on a revenue share of 15%, charging marketplace sellers a fee when a product has sold.
Most of Wish’s merchants are sellers based in Asia.
"One thing people are overlooking is that we have 600,000 merchants.” -- Wish’s founder and CEO Peter Szulczewski