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Blog > Wish > What is Wish.com, and how does it work?

What is Wish.com, and how does it work?

Want to get your products in front of hundreds of millions of consumers? The Wish online marketplace is a tremendously popular and growing sales channel for online shopping and selling.

Now that Deliverr and Wish have partnered to offer even more merchants access to Wish Express, we’re helping you get to know the sales channel a little better, with an introduction to Wish and how it works for sellers.

What is Wish?

Wish is a mobile-first online marketplace that allows shoppers to browse and buy items from third-party sellers. It was founded in San Francisco back in 2010, and has since become popular across the world, thanks to the following notable features and benefits.

1) Shopping experience

Shoppers download the Wish app or visit the website to receive a scrolling shopping feed, personalized to each user’s browsing and buying behavior. This customized feed makes the marketplace highly engaging and addictive for shoppers while making it easy for sellers to get their products in front of new and relevant audiences.

2) Mobile commerce

Much of Wish’s success is down to its mobile-first functionality. Mobile commerce is growing at a rate three times faster than traditional eCommerce, and with the Wish app ranking #1 and #2 on Google Play and Apple App Store respectively, it is a go-to shopping channel for many users.

3) Customers

Wish boasts more than 300 million customers across over 120 different countries. It is particularly popular among younger audiences, with Millennials and Gen Z representing 60% of its customers. However, the intuitive shopping feed makes the platform fresh, relevant, and engaging for all ages.

4) Active users

Shoppers are also very active on the platform. More than 10 million users place more than 2 million orders per day, with the average customer spending 20 minutes on the app daily.

5) Products

Wish’s customized customer homepage makes it easy for customers to navigate, browse, and buy from a wide range of products without becoming frustrated. Wish is predominantly known for niche products and budget items, spanning categories including beauty, fashion, electronics, gadgets, and more.

6) Sellers

Wish has 200,000 merchants, meaning that there is a big enough product selection to attract customers, but not too many sellers that your products cannot compete.

7) Promotions

Finally, Wish is very active in promoting the app and its third-party sellers. Wish regularly runs promotional campaigns on the marketplace and external advertising campaigns using platforms such as Facebook and the NBA to drive traffic and conversions.

How does Wish work for sellers?

Wish operates in a very similar way to other online marketplaces such as Amazon, Walmart, and eBay.

Signing up as a Wish seller

To sell on Wish, you must be a manufacturer, brand owner, retailer, creator, crafter, or artist of the products you want to sell and own the rights to do so.

Sellers meeting the eligibility criteria can sign up via the merchant registration page.

Tip: If you’re a US-based Deliverr merchant, you can sign up through our partner link for special bonuses, including $100 in ProductBoost ad credit when you upload 10 products, and a 5% (instead of 15%) revenue share throughout 2020.

Fees for selling on Wish

Unlike other online marketplaces, you don’t pay a monthly fee for selling on Wish. Instead, Wish retains a revenue share percentage of the total order value whenever you make a sale, typically 15%.

For example, if you sell an item for $5.00 + $1.00 shipping, Wish will pay you $5.10. That number comes from: $6.00 – $0.90 (15%).

Tip: Deliverr customers signing up via Deliverr’s referral link can get reduced revenue share and ad credit.

Adding products

Wish sells a wide range of products spanning multiple categories, but niche items that have competitive pricing tends to do especially well on Wish. Our recent guide to product sourcing per sales channel explains a little more about the best types of products for selling on Wish.

Note that any products sold must not fall within Wish’s prohibited list of items, which includes counterfeit products, virtual goods, gift cards, and services.

Promoting products

Wish has many sellers tools for promoting your products on the channel and increasing sales. These include:

  • Wish Express – A fast shipping program that increases exposure for products that you can ship faster.
  • ProductBoost – A way to promote best-selling products to reach more audiences and stand out in the search results.
  • Promoted products – Product promotion campaigns run by Wish.
  • Trusted Store – A program that rewards successful merchants with Verified by Wish branding, increased impressions, high search result placement, and the ability to handle tickets from customers directly.

Fulfilling Wish orders

Wish sellers must fulfill orders within 1-5 days of order placement, otherwise Wish will automatically issue a customer refund.

There are three methods of fulfillment for Wish sellers:

1. In-house fulfillment

If you have existing processes in place or you’re starting small, you can fulfill Wish orders in-house. This involves picking, packaging, shipping, and tracking orders yourself, within the five-day fulfillment limit.

2. Fulfillment by Wish

If you don’t have the time, resources, or expertize to fulfill Wish orders in-house, you can use Fulfillment by Wish (FBW) – Wish’s answer to Fulfillment by Amazon. This involves packaging and shipping your inventory to Wish, for Wish to fulfill any orders placed.

3. Outsourced fulfillment

If you sell on multiple sales channels or your products don’t meet the eligibility criteria for FBW, you can outsource your fulfillment to a Wish fulfillment partner. This involves packaging and shipping your inventory to an outsourced fulfillment provider who then fulfills any Wish, Shopify, Amazon, Walmart, or eBay orders placed.

In choosing an outsourced Wish fulfillment partner, look for one that automatically qualifies you for Wish Express.

Customer service

All customer service queries are initially handled by Wish’s customer service team. If they cannot adequately handle the query, they will get in touch with you for help.

Integrating your Wish store

Finally, if you sell on multiple sales channels, or intend to do so, you can use a multi-channel management tool to integrate your sales channels and fulfillment provider into one system for easy access and management.


And that’s the basics of what is Wish and how it works for sellers. Over the next few weeks, we’ll be delving into the next steps for getting started with Wish, including setting up a store, sourcing products, and qualifying for Wish Express. Watch this space.

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