In conversation with Alan Small – The growth of Wish marketplace

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With 100 million monthly active users, 1.8m daily transactions and claim to be currently the most downloaded shopping app, it’s time to take a closer look at the Wish marketplace. We spoke to Alan Small, Business Development Manager for Europe at Wish to find out more.

If you’ve not sold on Wish before, then now is the time to sign up and start selling. If you’ve tried Wish in the past, then you’ll be pleased to know that much has changed, including boosting visibility of local UK and EU seller’s products to local customers, customer support and a ton of other enhancements, so give Wish a fresh chance in 2021.

What makes Wish unique and what’s changed in the UK and EU?

Alan tells me that the Wish marketplace, which is over 90% mobile, now have over 500k sellers globally in 100 different markets. With over 640 million items shipped we asked what features make Wish stand out and what verticals see most success?

“I’d say a key standout feature for Wish in Europe is our renewed commitment to European merchants. We received honest feedback that our initial approach was less than optimal. We took that feedback to heart and came up with a strategy to address our key challenges. Today, we offer a much improved user experience and are actively promoting merchant success, including a focus on branded and higher-quality products. If you’re a European merchant, this is an excellent time to give Wish a try, because we can help you benefit from the following incentive programs:

1. Competitive commission
2. Free boosting and promotion of merchant products when they first signup
3. A dedicated local account manager
4. Exclusive early access to other promotional opportunities such as flash sales and limited quantity deals”

– Alan Small, Business Development Manager for Europe, Wish

Wish’s most popular product verticals are similar to most ecommerce marketplaces, and include consumer electronics, CPG (Consumer packaged goods), home and garden, fashion and baby/child. During lockdown, Wish saw a significant lift in CPG.

Tell us about new Wish features and support

Wish has now tailored its approach in UK/Europe by introducing exciting new products and features e.g. Collections, Wish Express, Price drop, enabling UK/European seller success like never before. The previous restrictions and fines that were in place before are no longer on Wish for verified UK/EU sellers. There are dedicated brand section to enable merchants who sell branded products to brand tag their products and create branded store fronts.

Wish also have experienced account managers in UK, DE, ES, FR, IT, NL, CZ, TR to help local merchants grow and scale their accounts. There are also tailored marketing campaigns to make UK/EU products stand out and an expanded Wish Express programme which enables merchants who can deliver their products within 5-7 days enroll their products on Wish express. These products have an orange truck logo on them which shows the customer that they can get this order within 5-7 days.

Alan Small’s plans for Wish in 2021?

We also asked Alan what Wish has planned for 2021. Alan says that their focus in Europe is grow their European seller base and work closely with them to make them a success on Wish.

Wish are looking for merchants to help service the growing demand for branded and unbranded products on and the marketplace is ready to work with merchants by continuously adding new features and offerings that make it even easier to be a success selling on Wish

Alan says that another key aim so to grow their Fulfillment By Wish (FBW) offering in Europe and UK which enables merchants to use Wish’s fulfillment warehouses to service more countries across Europe.

Can you give an example of a successful merchant?

Finally Alan cited the case of UK based Direct Cosmetics who have seen rapid growth on Wish since they began to ramp up their business in June of 2020. Since then, they’ve experienced incredible growth, skyrocketing from receiving orders each day in their first week, to a record Black Friday week. They are becoming one of Wish’s highest performing merchants and have seen an average weekly increase of 33% in orders each week since July 2020, shipping to over 28 territories.

Alan Small cites Direct Costmetics as fast growing Wish merchant

“One of the main advantages of selling on Wish [this time] has been the partnership with our Account Managers. We work together, and that’s 100% key.”
– Maggy, Direct Cosmetics, Wish merchant


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