Wishvs
Temu
Temu: If you want the larger, more heavily marketed version of the same low-cost cross-border marketplace model
Wish
Discount marketplace connecting buyers to low-cost goods from mostly Chinese sellers, now owned by Qoo10
As of 1 September 2026, Wish is free to use. One of the earlier ultra-low-cost cross-border marketplace apps, now much smaller than Shein or Temu and operating under Korean e-commerce group Qoo10 after ContextLogic sold the Wish brand and platform in 2024. Softwr lists it under E-Commerce. Wish is made by Qoo10 Pte. Ltd. (Wish platform, formerly ContextLogic Inc.), available on iOS, Android, Web.
Overview
What Wish does
Wish is a discount shopping marketplace connecting buyers, primarily in North America and Europe, to sellers offering low-priced goods shipped mostly from China, spanning apparel, electronics accessories, home goods and novelty items. It built its early growth on algorithmically personalised product feeds and very low advertised prices, similar in concept to the model Temu and Shein later scaled far more aggressively. Ownership has changed. Wish was founded and operated by ContextLogic Inc., a US public company, which sold the Wish platform and brand to Qoo10, a Singapore and Korea-based e-commerce group, in a deal completed in 2024, after Wish had shrunk substantially from its mid-2010s peak in the face of competition from Temu and Shein and regulatory pressure. The US Federal Trade Commission separately took action against Wish in prior years over deceptive claims about shipping times, product origin and pricing, and required clearer disclosures as a result. Buyers today are price-driven shoppers, and the brand carries less scale and, by most current comparisons, less aggressive growth marketing than Temu, though the underlying trade-offs are similar: very low prices, long international shipping times, thin buyer protection relative to mainstream retailers, and no reliable way to verify the safety or authenticity of a given product before it ships.
What people use it for
- A budget shopper who already has a Wish account from its earlier growth period and wants to compare it against Temu
- Someone in a market with Wish Local pickup wanting to avoid a residential delivery wait
- A buyer purchasing low-value novelty or accessory items where slow shipping and limited recourse are acceptable trade-offs
- A shopper comparing seller ratings and buyer protection terms across discount marketplaces before ordering
Related searches
The honest half
Where it falls short
Concrete and checkable, so you can decide whether any of them matter to you. This is the half of a review a vendor will not write about Wish.
- The US Federal Trade Commission previously took action against Wish over deceptive claims about product origin, shipping times and reference pricing, and the platform operated for years under the practices that prompted that action.
- Wish shrank substantially from its mid-2010s peak user base as Temu and Shein captured the same low-cost cross-border shopping demand with more aggressive marketing and larger catalogues.
- The platform changed ownership in 2024 when ContextLogic sold it to Qoo10, so long-time users are now dealing with a different operating company than the one that built the original reputation, good or bad.
- As with comparable ultra-low-cost marketplaces, individual sellers vary widely in reliability, and product safety and authenticity cannot be verified by the buyer before an item ships from overseas.
- Shipping times remain long relative to domestic retailers, commonly one to three weeks, and buyer recourse for delayed or missing orders depends on the buyer protection programme actually being honoured.
Cross-shopped
What people choose instead of Wish
Each pairing was judged by two reviewers asking whether a buyer would genuinely weigh the two against each other. The ones that failed were deleted rather than published.
- WishvsShein
Shein: If you specifically want apparel rather than general merchandise
Pricing
What Wish costs
Taken from the vendor's own pricing page. Prices move, so check before you buy.
Pay per order
Free
- Individual item prices frequently low, similar to Temu and Shein
- Shipping times commonly one to three weeks
- Customs duties may apply depending on destination country and order value
Capabilities
Features
Discount marketplace
Cross-border listings from third-party sellers, mostly shipped from China
Personalised discovery feed
Algorithmic product recommendations based on browsing and purchase history
Wish Local pickup (select markets)
In-store pickup points for orders in some regions, reducing shipping wait
Price-drop and clearance sections
Recurring discount and closeout listings across categories
Buyer protection programme
Refund and reship policy for items that do not arrive or do not match the listing
Seller ratings
User review scores displayed per seller and per listing
Answered, with sources
Questions people ask
Each answer names the page it came from, so you can check it rather than take our word for it.
Is Wish still owned by the company that built it?
No. ContextLogic sold the Wish platform and brand to Qoo10, a Singapore and Korea-based e-commerce group, in a deal completed in 2024.
Did Wish face regulatory action over its practices?
Yes, the US FTC previously took action against Wish over misleading claims regarding shipping times, product origin and pricing, requiring clearer disclosures.
How does Wish compare to Temu today?
Wish is considerably smaller in scale and marketing spend than Temu, though both offer a similar low-cost, long-shipping-time cross-border model.
Keep looking
Where to go from Wish
- Wish alternativesEvery product people weigh against it
- Wish pricingPlans, floors and what the tiers exclude
- Wish badgesWhich rules it meets, and the figure behind each
- All E-Commerce softwareThe full category
- Best E-Commerce softwareThe shortlist, and how it was cut
Best E-Commerce software for
Compare Wish with
- Temu
- Shein
- Amazon Shopping
- Poshmark
- Depop
- Vinted
- Mercari
- Instacart
- Mailchimp
- CJ Dropshipping
- Memberful
- Zendrop
- Wix eCommerce
- WooCommerce
- Amazon Shopping
- Depop
- Mercari
- Zendrop
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Free plan11 researched notesFashion resale marketplace popular with younger sellers, owned by Etsy, with a per-item plus percentage fee
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Free plan11 researched notesAll-in-one dropshipping fulfillment platform for online stores
Free, then $49/mo9 researched notes
Softwr does not host reviews and shows no star rating for Wish, because a rating we did not collect is not ours to publish. What is here is the pricing and platform detail from the vendor’s own pages, limitations we could state concretely, and alternatives a reviewer confirmed people weigh against it. Tell us if any of it is wrong.
More on Wish
Wish alternatives
What people switch to, and what they give up
Wish pricing
Every tier, and where the cost actually lands
Compare Wish
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Wish badge
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Best E-Commerce software alternatives
Social resale marketplace with a flat fee on low-value sales and a percentage cut above that
Free to list; tiered seller commission by sale priceJapan-founded peer-to-peer resale marketplace with a flat seller commission
Free to list; 10 percent seller commission on sale price plus payment processing feeUltra-fast-fashion e-commerce app shipping low-cost apparel direct from Chinese manufacturers
Free to browse and use; pay per order, optional paid loyalty tierLithuania-founded secondhand fashion marketplace that charges the buyer, not the seller, a platform fee
Free for sellers, no commission; buyer pays a variable Buyer Protection fee at checkoutAmazon's consumer marketplace app for browsing, buying and tracking orders
Free to use; optional Prime subscription for fast shipping and bundled mediaUltra-low-cost general merchandise marketplace owned by PDD Holdings, parent of Pinduoduo
Free to browse and use; pay per order, heavy promotional discountingUS and Canada grocery delivery and pickup marketplace with a paid membership tier
Free to download; item markups plus delivery and service fees per order, optional subscriptionFashion resale marketplace popular with younger sellers, owned by Etsy, with a per-item plus percentage fee
Free to list; percentage plus per-order seller fee, separate payment processing fee