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Wish Focuses On Unlocking Ecommerce For The Masses

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Below is our recent interview with Carys Comerford-Green, Director of Global Communications at Wish:

Q: Could you provide our readers with a brief introduction to your company?

A: Wish is a global online marketplace, founded in San Francisco in 2010. Our focus is on unlocking ecommerce for the masses, by giving consumers access to a wide selection of affordable goods and providing merchants with access to millions of consumers globally.

What makes us unique:

  • Mobile-first (Over 90% of our user activity and purchases occur on our mobile app)
  • Discovery-based (Over 70% of the sales on our platform do not involve a search query and instead come from personalized browsing)
  • Personalized (The more our users engage, the more we get to know them. No two users’ interfaces are the same)
  • Entertaining, blurring the lines between ecommerce and social (In 2021, our users spent on average 11 mins per day on our platform).

Today, Wish is one of the largest global ecommerce platforms, operating in over 60 countries, selling ~900,000 items per day, and working with over 250,000 merchants globally.

Q: Any highlights on your recent announcement?

A: Wish is going through a period of transformation. While we have been doing a ton of things right, we know there are areas where we need to improve. 12 years into our journey, we’re pressing the reset button and pledging to create a new Wish that is better for our users and our merchants.

With these changes, we pledge to:

  • Improve the consumer experience
  • Deepen our relationships with merchants
  • Achieve operational excellence

The new Wish is also about readying ourselves for the next evolution of ecommerce, which puts socialization front and center and creates a more seamless collaboration between brands and consumers. To mark the reset, we’re rolling out a new brand and new mission that better captures where we are today and where we want to be in the future.

Q: What can we expect from your company in next 6 months? What are your plans?

A: We are planning a revamp of our women’s fashion category to allow us to become a destination for clothing, shoes and accessories. Our revamped women’s fashion shopping experience will balance the functional with the inspirational.

We will have a style feed, enhanced functionality (filter, sort), ‘Find the right fit’ feature, free delivery options for orders over $49, hassle-free refunds and returns. In addition to fashion, we plan on expanding the rollout of other new features into more markets.

We also plan to continue to diversify our ad spend across a broader range of digital channels incl TV, streaming, TikTok and Snapchat.

Q: What is the best thing about your company that people might not know about?

A: While we have been doing a ton of things right, we know there are areas where we need to improve. We have spent the past 18 months reevaluating who we are as a business and where we want to be in the future. That period of reflection has enabled us to build out a strategic plan that incorporates our past learnings and sets us up for success. Turnarounds are not easy but the team at Wish is highly motivated to return Wish to a path of growth.

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