Overview
Wish is a global online marketplace known for very low prices on a wide range of products, mostly sold by merchants in Asia. Once one of the world's most downloaded shopping apps, it has lost much of its scale and is now owned by Qoo10, a Singapore-based e-commerce group. For most brands, Wish is a low-price channel with limited relevance today.
Who is behind Wish
Wish was operated by ContextLogic, a US company based in San Francisco that went public in 2020 at a valuation of about USD 14 billion. The business then declined sharply, as competition from platforms such as Temu and Shein grew and customer trust fell. In February 2024 ContextLogic agreed to sell substantially all of Wish's assets to Qoo10 for about USD 173 million. After the sale, ContextLogic exited the marketplace business and continued as a separate listed company. Qoo10, founded by Young Bae Ku, the founder of Korea's Gmarket, said it wanted to use Wish to create a global cross-border marketplace and help Korean sellers expand internationally.
How Wish works
- Low-price marketplace. Merchants list products, often shipped directly from Asia, and shoppers browse through an app built around discovery and deals.
- Cross-border focus, with sellers in many countries and buyers in the US, Europe and other regions.
- Merchant fees. Wish earns money from commissions and fees charged to merchants.
What a brand should think about
- Price and positioning. Wish's audience is very price-driven, which rarely fits branded products.
- Brand protection. Like other low-price marketplaces, Wish has faced problems with counterfeit and unsafe products, so brands should monitor it.
- Platform direction under Qoo10's ownership.
Why Wish matters for brands
Wish is no longer a major growth channel, but it remains part of the low-price, cross-border marketplace landscape. For most brands, more relevant channels exist.
How eBrands looks at Wish
eBrands works with brands on marketplaces across Europe and North America and helps them focus on the channels that matter most. If you want to talk through how low-price platforms like Wish affect your market, we are happy to help. See also our Temu page.
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