How To Sell On Wish In 2022 - EDesk

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TL;DR: Wish is a mobile-first marketplace connecting sellers with budget-conscious shoppers in 78+ countries. Following its 2024 acquisition by Qoo10 for $173 million, the platform now operates under new ownership amid ongoing restructuring. Sellers pay no registration, subscription, or listing fees. Wish charges up to 15% commission plus a $0.30 transaction fee per item. The invite-only registration process favors quality sellers. Wish works best as part of a multichannel selling strategy targeting price-sensitive buyers. Before committing, research the platform’s current stability and review the latest seller policies on Wish’s merchant portal.

We talk to a lot of eCommerce sellers who ask us the same question: “Should I sell on Wish?” The honest answer in 2026 is more nuanced than it was a few years ago.

Wish was once the most downloaded shopping app in the world. It generated $1.9 billion in revenue in 2019. But the marketplace has changed. Monthly active users dropped from 90 million in 2021 to roughly 12 million by 2023. Qoo10, a Singapore-based eCommerce company, acquired Wish in 2024 for $173 million. That is about 1% of its peak IPO valuation of $11.2 billion.

And then Qoo10 ran into its own financial crisis in mid-2024. The parent company’s South Korean subsidiaries defaulted on $151 million in payments to merchants. By late 2024, Qoo10 faced insolvency proceedings.

So where does that leave Wish sellers in 2026? The platform continues to operate. There are still opportunities for sellers who understand the current situation and approach it with eyes open. This guide covers everything you need to know, from registration and fees to listing tips and fulfillment settings.

What Is Wish and How Does the Marketplace Work?

Wish is a mobile-first eCommerce marketplace that connects sellers with budget-conscious shoppers across 78+ countries. The platform launched in 2010, originally as a wishlist app before pivoting to direct sales in 2013.

Unlike Amazon, which centers on fast delivery and premium service, Wish focuses on affordable products with longer shipping windows (typically two weeks or more). The platform uses AI-powered visual discovery to show shoppers personalized product feeds rather than relying on traditional search.

Key Wish Marketplace Statistics for 2026

Here is what the numbers look like right now:

Over 1 million merchants have listed products on the platform
Products ship to consumers in 78+ countries
Approximately 680 million registered users globally
Revenue reached $278 million in 2023, down 50.8% year-over-year
Monthly active users declined from 107 million (2020) to roughly 12 million (2023)
Qoo10 acquired the platform for $173 million in 2024

The marketplace particularly appeals to millennials and Gen Z shoppers who prioritize value over speed. With mobile commerce projected to reach $2.4 trillion globally in 2026, mobile-first platforms remain relevant for reaching younger demographics.

What Happened With the Qoo10 Acquisition?

Qoo10 completed its acquisition of Wish in 2024. The plan was to integrate Wish into Qoo10’s global marketplace network. But the parent company faced severe financial trouble when its South Korean subsidiaries, TMON and WeMakePrice, defaulted on approximately $152 million in payments to merchants.

Reports indicate that Qoo10 used funds from its Korean subsidiaries to help finance the Wish acquisition. The Singapore Monetary Authority ordered Qoo10 to suspend payment services later in 2024. By late 2024, the company faced insolvency proceedings.

Wish continues to operate as a standalone marketplace. But sellers should monitor the platform’s stability closely. Check the Wish Help Center for the latest official updates on operations and seller policies before investing significant inventory.

What Are the Current Wish Marketplace Fees in 2026?

One of Wish’s strongest selling points has always been its low barrier to entry. The platform still operates on a “pay only when you sell” model.

Current Wish Fee Breakdown

No registration fees. Free to join.
No monthly subscription costs. No ongoing charges.
No listing fees for most sellers. Listing fees introduced in 2024 apply only to merchants with excessive product counts beyond their free threshold.
Commission: Up to 15% of total order value (including shipping).
Transaction fee: $0.30 per item per order.

How Commission Rates Work

Wish uses two progressive commission structures based on shipping destination:

EU destinations: Commission rates vary based on item value and your merchant tier status. Higher-tier sellers typically get lower rates.

Non-EU destinations: A separate rate schedule applies, with commissions ranging from 5% to 25% depending on product category, item value, and tier level.

For example, a Wish Express order going to Germany might carry a 5% commission rate. A standard order in certain categories shipping to the US could see higher rates.

Compared to Amazon’s referral fees (which range from 8% to 45% depending on category), Wish’s fee structure is competitive for sellers focused on lower-priced goods.

How Do You Register as a Wish Seller in 2026?

Wish moved to an invite-only registration model. This makes the approval process more selective but also means less competition for approved sellers.

Application Requirements

Create your account with a valid email address and phone number
Complete the detailed questionnaire about your business
Verify your identity with a government-issued ID
Provide business documentation if applying as a business entity
Wait for approval, which typically takes 3 to 5 business days

Store Validation Steps

Once approved, you complete store validation by:

Selecting your country of domicile
Verifying your phone number
Providing your legal business address
Choosing between individual and business merchant account types

The invite-only system is worth noting. Wish reviews each application carefully. Sellers who present a professional business plan, quality product offerings, and clear business documentation have better chances of approval.

If your application is rejected, Wish will show the items that did not meet criteria. You have the option to resubmit.

How Do You Create Product Listings That Sell on Wish?

Wish is a visual-first platform. Your images and descriptions directly impact whether shoppers stop scrolling and buy.

Product Image Best Practices

Use high-resolution images (minimum 100×100 pixels, but higher is better)
Shoot against plain white backgrounds
Include multiple angles and detail shots
Do not use logos, watermarks, or promotional text on images
Use square images for the best mobile display

Writing Product Descriptions That Convert

Lead with key benefits and features
Include relevant keywords naturally
List size, material, and care instructions
Be honest about quality and shipping times
Highlight what makes your product different

Honesty matters more on Wish than on most platforms. Buyers expect budget-friendly products, but they do not expect to be misled. Clear, accurate descriptions reduce returns and negative reviews.

Category Selection Tips

Wish offers product categorization tools that affect your discoverability. Popular categories include:

Fashion and accessories
Electronics and gadgets
Home and garden supplies
Beauty and personal care
Sports and outdoor equipment

Assign the most relevant categories to each product. Using incorrect categories to game visibility will hurt your seller ratings.

How Do You Set Up Wish Shipping and Fulfillment?

Proper shipping configuration is one of the biggest factors in your Wish seller rating. Late shipments trigger automatic refunds and damage your standing.

Self-Fulfillment

You handle storage, packing, and shipping
Orders must be fulfilled within 5 calendar days
Valid tracking information is required for every order
Most cost-effective option for new sellers

Wish Fulfillment Partners

Third-party logistics providers handle fulfillment on your behalf
Integration through API connections
Reduces hands-on shipping management
Higher costs but better efficiency

Configuring Shipping Settings

Navigate to Account > Shipping Settings in your merchant dashboard to:

Select shipping destinations (national or global)
Set shipping costs for each country
Configure delivery timeframes
Enable Wish Express where available

Wish Express gives products a badge indicating faster delivery (5 days or less). Products with this badge get better visibility and higher conversion rates. If your fulfillment partner or warehouse allows 5-day delivery from the US or EU, enabling Wish Express is worth the effort.

How Does Wish Compare to Amazon and eBay?

Understanding where Wish fits in the marketplace helps you set realistic expectations.

Wish vs. Amazon

Feature	Wish	Amazon
Price focus	Budget products ($1-$50)	Full price range
Shipping speed	2+ weeks typical	1-2 days (Prime)
Platform style	Mobile-first, visual discovery	Search-driven, desktop and mobile
Seller fees	Up to 15% commission	8-45% referral fees
Seller support	Limited	Extensive (Seller Central)
Buyer trust	Lower	High

Wish vs. eBay

Feature	Wish	eBay
Listing format	Fixed price	Auction and fixed price
Listing fees	Free (for most sellers)	Insertion fees apply
Buyer protection	Basic	Strong buyer protection
Product focus	New products	New and used
Mobile experience	Mobile-first	Mobile and desktop

Choose Wish if you sell affordable, lightweight products and your target audience is price-sensitive shoppers who are willing to wait for delivery. For sellers handling higher ticket items or needing robust platform support, Amazon and eBay are better fits.

Regardless of which marketplaces you choose, managing customer service across multiple platforms requires the right tools to stay organized and responsive.

What Customer Service Tools Do Wish Sellers Need?

Good customer service sets successful Wish sellers apart from everyone else. Even on a budget marketplace, buyers expect responsive communication.

Response Time Management

Respond to inquiries within 24 hours
Set up automated responses for common questions
Use templates for efficiency while keeping responses personal

Common Issues You Will Handle

Shipping delays and tracking questions
Product quality concerns
Return and refund requests
Size and compatibility questions

Why a Dedicated Helpdesk Matters

As your Wish store grows, especially if you sell on multiple channels, managing customer messages from a single inbox becomes essential.

A dedicated eCommerce helpdesk centralizes messages from Wish, Amazon, eBay, Shopify, and other channels into one view. eDesk connects natively to over 300+ sales, support, and logistics channels. That includes direct Wish integration that pulls customer inquiries, order details, and tracking data into a single dashboard.

With features like AI-powered suggested responses and smart routing, your team resolves tickets faster without switching between platforms.

How Do You Source Products for the Wish Marketplace?

Finding the right products for Wish means understanding who buys there and what they expect.

Ideal Product Characteristics

Low to moderate price points ($1-$50)
Lightweight items (for cost-effective shipping)
Trending or unique products
Good profit margins despite low prices
Products that photograph well on mobile

Sourcing Strategies

Work directly with manufacturers for the best margins
Use wholesale directories and trade shows to find suppliers
Consider private-label opportunities for branding control
Test products in small quantities first before committing to large orders
Focus on quality even at low price points

What You Cannot Sell on Wish

Wish prohibits counterfeit products, alcohol, firearms, tobacco, and items containing nudity. Violations result in account suspension. Review the full list of prohibited items on Wish’s merchant portal before listing.

Why Should You Combine Wish With a Multichannel Strategy?

Wish works best as one channel in a broader selling approach. Relying on a single marketplace, especially one undergoing ownership changes, carries risk.

The benefits of multichannel selling include:

Diversified revenue streams across multiple platforms
Reduced dependency on any single marketplace
Broader customer reach across different buyer demographics
Protection against platform-level changes or disruptions

Popular channels to combine with Wish:

Your own eCommerce website (Shopify, WooCommerce, BigCommerce)
Amazon and eBay marketplaces
Social media selling (TikTok Shop, Facebook, Instagram)
Etsy for handmade or vintage items

Global eCommerce sales are forecast to reach $6.88 trillion in 2026, a 7.2% increase over the previous year. Selling across multiple platforms positions your business to capture more of that growth.

Managing customer service across all these channels from separate dashboards is time-consuming and error-prone. eDesk brings all your marketplace messages into one unified inbox, so your team responds faster without missing anything. Try eDesk free and see the difference centralized support makes.

Is Selling on Wish Worth It in 2026?

This is the big question. And the honest answer depends on your business model and risk tolerance.

Wish Makes Sense If You:

Source quality products at very low costs
Target price-sensitive customer segments
Accept longer shipping times as part of your model
Want to test products before scaling to larger platforms
Prefer minimal upfront investment
Already sell on other channels and want to add reach

Wish Probably Is Not Right If You:

Sell premium or high-ticket items
Require fast shipping capabilities
Need extensive seller support from the platform
Cannot maintain profitability at low price points
Want a single-channel business on a stable platform

The Qoo10 Factor

The uncertainty around Qoo10’s financial situation adds a layer of risk that did not exist before 2024. While Wish continues to operate, sellers should:

Start with small inventory commitments
Keep payment cycles short
Monitor official Wish communications for policy changes
Maintain strong alternative sales channels

Your Getting Started Checklist

Research your product niche and verify demand on Wish
Prepare your business documentation for the application process
Source 5-10 test products to start with
Complete the Wish seller registration questionnaire
Set up your customer service tools for managing Wish inquiries
Create product listings with professional photos
Configure shipping settings for your target markets
Launch with a small inventory and scale based on results

Selling on Wish in 2026 requires a clear understanding of the platform’s current position. The days of explosive growth are behind it. But for sellers who target budget-conscious buyers, keep costs low, and treat Wish as part of a wider multichannel approach, the marketplace still holds value.

The sellers who succeed on Wish in 2026 will be the ones who pair competitive pricing with strong customer service and realistic expectations. Whether Wish is part of your strategy or not, managing your eCommerce customer experience across every channel is what drives long-term growth. Get started with eDesk to keep all your marketplace support organized and responsive.

FAQs

How do you sign up to sell on Wish in 2026?

Visit the Wish merchant portal at merchant.wish.com and complete the registration form with your email, phone number, government-issued ID, and business documentation. Wish now operates on an invite-only basis, so approval typically takes 3 to 5 business days.

What are the fees for selling on Wish?

Wish charges no registration, subscription, or standard listing fees. Sellers pay up to 15% commission on total order value (including shipping) and a $0.30 transaction fee per item. Commission rates range from 5% to 25% based on product category, destination, and seller tier.

Is Wish still operating after the Qoo10 acquisition?

Yes. Wish continues to operate as a standalone marketplace. Qoo10 acquired the platform for $173 million in 2024. While Qoo10 has faced financial difficulties with other subsidiaries, Wish remains active. Sellers should monitor the Wish Help Center for official updates on platform stability.

What products sell best on Wish?

Budget-friendly items priced between $1 and $50 perform best. Popular categories include fashion accessories, electronics gadgets, home and garden supplies, beauty products, and sports equipment. Products should be lightweight for cost-effective shipping and photograph well on mobile screens.

How does Wish compare to selling on Amazon?

Wish targets budget shoppers with longer delivery times (2+ weeks), while Amazon focuses on fast delivery and premium service. Wish fees (up to 15%) are generally lower than Amazon’s referral fees (8-45%). Amazon offers stronger seller support, higher buyer trust, and better logistics infrastructure.

Do you need a business license to sell on Wish?

Individual sellers can apply with a government-issued ID. Business sellers need additional documentation including business registration details. Wish reviews each application individually. Having proper business documentation improves your approval chances.

How long does shipping take on Wish?

Standard shipping typically takes 2 weeks or more, depending on origin and destination. Sellers who enable Wish Express commit to 5-day delivery, which improves product visibility and conversion rates. Orders must be fulfilled within 5 calendar days to avoid penalties.

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