Online shopping appeared to be a revolutionary transformation of e-commerce revealing new ways of selling and purchasing. Digital web shops now form one of the hugest commercial industries with a growing number of mobile platforms and web marketplaces. On the one hand, it is a great chance for purchasers from different countries proceed with fast purchases in spite of their location. On the other hand, app developers build new online shopping platforms.

Professional developers will hardly face any difficulties when building a new shopping platform, as they do not have to deal with shipping, content or any other issues if compared with a separate web shop. They only have to cope with some technical aspects of the project. You do not have to produce anything as well as update the list of items. The main mission is to link purchasers with buyers offering a needed product. That’s it!

In spite of such easiness, the industry of e-commerce has witnessed numerous failures when it comes to mobile shopping applications. Today we are going to have a closer look at the situation and decide why some apps appeared to be a success like Wish while other are nothing more but a waste of time. We will track the most successful steps of the marketplace development as well as places where Wish developers obviously failed.

Wish – introduction into an e-Commerce mobile platform

Developed by ContextLogic, Wish has grown into one of the largest and most recognizable shopping platforms hailing from San Francisco. What was initially built as a wish list application, has eventually turned into an enormous selection pf products and sellers gathered in one place. The idea was to create an app that would recommend users buying a specific good to meet their preferences. It offers a list of potential customers, provides additional discounts and bonuses.

The main advantage of the marketplace is a huge amount of discounts and bargains no matter what you are eager to buy. The platform is no longer a simple wish list. It has eventually transformed into a huge online shop collaborating with both wholesalers and retailers. They sell everything from fragrances and designer clothes to portable gadgets, laptops, and interior design elements.

One of the main features of the Wish app is that it never deals with merchants’ obligations. Every seller should stick to his personal responsibilities when delivering services and products to his or her customers. It means that the application is nothing more but an intermediary between buyers and product providers. It never takes part directly in any transaction or purchase as well. The marketplaces can boast a long-term cooperation with some of the most recognizable brands, companies, manufacturers, artists, crafters and service providers. The app works as a transporter from the platform to the official website of the company-seller.

What is so untie about the app letting it result in almost $580 million funding? What features make it so competitive in the industry of e-commerce?

Wish platform business structure

One would hardly believe that this app used to be a coupon service a couple of years ago. However, its developers made everything possible to modify their platform adding features supported by both iOS and Android devices. The mal browsing was used as the main principal from the very origin. What does it actually mean?

The idea is very simple. As soon as you enter a real mall, you come across numerous goods that attract your attention even though you do not need them. But you still want to buy them. How many times have you written a shopping list? Mot purchasers do not have the exact product range too but until they enter a shop. The same thing is with Wish. However, these are not the only strategies used by the Wish app. They include:

  • Focus on mobile platforms;
  • Stimulation to buy on impulse;
  • Steep discounts not letting anyone else compete with the price.

These are three main strategies that form an overall Wish success.

The list of wish online shopping applications

The Wish marketplace offers a range of shopping app for different categories of buyers. They include sub-divisions and digital shopping platforms divided by the type of products and other features.

  • Wish It is yet the most popular and recognizable online shopping platform where customers can opt for a wide selection of different products ranging from designer clothes and accessories to beauty products, portable devices and more.
  • Geek This app is mainly dedicated to high-tech products, gadgets, and devices. Here you can buy anything you need from smartphones and watches to laptops, torchlights, and additional technical advances as well as accessories.
  • Mama Mama does not actually differ from the app. The only difference is that Mama is specialized in products for young mothers as well as pregnant women offering a selection of specialized clothes and various products for children and babies.
  • Cute Cute app is an online beauty parlor with a selection of cosmetics, make-up products, clothes, and accessories.
  • Home Whenever you need to buy a unique component to create an authentic décor, Home app is certainly the right place to visit. You will appreciate a wide choice of interior parts for any room in your house or apartment. No matter if you need to refresh your kitchen, bathroom or bedroom, Home app has everything you need.
Wish app for merchants

This type of app is specially built for sellers. They include both retailers and wholesalers. Whenever you need to get a full access to all features and tools of the app, you only need to complete a fast registration and indicate the following data:

  • Personal information;
  • Company’s information;
  • Business address.

As soon as you are ready with the registration, you are free to enter your account and keep in touch with all transactions and purchases made by your buyers.

Wish platform is a good example of a multi-app strategy implemented by some other services as well. They include different social networks and web resources like Facebook offering a separate messaging tool when it comes to a mobile version. All Wish apps are actually clones of the main platform. They are similar with some slight differences when it comes to goods they provide.

On the one hand, such approach lets developers attract many impulsive customers who are used to buying goods without having a clear list in mind. On the other hand, more punctual and diverse buyers may find multi-app approach a bit annoying. Some online shoppers do not like it when being offered “surprises” instead of clear descriptions and characteristics of the desired product. Some of you may be irritated with a necessity to list endless items before finding the one you really need.

Let users find the product they need

Letting customers discover the needed good fast and easy is the key to success. This application can boast a user-friendly interface in addition to a simple and intuitive searching system. Users can opt for a set of featuring customizing the navigation system in accordance with their preferences. The app offers all customers to complete a simple questionnaire indicating their preferences, date, and place of birth and more. Then you only need to opt for a necessary product category.

As a rule, we use our phones to look up at the app while being on the go. It means that it should never by very intrusive and take much time to complete the operation. Making quick decisions on impulse is the key strategy implemented by the Wish marketplace. It means that you will mostly choose from a wider range of products that sorted out by a filter.

Some experts say that the key to success is a high-quality customers’ feedback. They actually feed the information on not only products they buy but also reject. It helps developers to concentrate on those goods that are likely to be in demand. At the same time, this fact lets application deliver only relevant goods saving customers’ time.

The Wish software has introduced its own likes and dislike tracking system. It lets customers keep in touch with the most popular products as well as best-sellers. Such feature has already become rather popular used by various other award-winning apps like Tinder.

Add to cart feature and payment methods

We remember that Wish was originally launched as a wish list application. It still has some of its initial features. For example, buyers are able to save chosen items in their wish list or add it to cart with only once click. You should always keep in mind that modern users are spoiled by such major marketplaces like eBay and Amazon. Both platforms offer a fast, easy and convenient way to buy any product. Offering something less efficient means failure.

Payment options and payment processing appear to be the toughest components to implement when developing a shopping app. Many customers were disappointed with this app, as it did not support some of the major payment methods like PayPal. However, developers did their best to fix the bug and eventually added this service in addition to debit and credit cards.

Wish app product tracking system and delivery

Shipping responsibilities are totally depended on merchants and sellers. They are responsible for delivery, which makes the software equal to eBay. According to Terms and Conditions, the delivery takes from 17 to 25 days depending on the location of a particular customer. However, reviews and testimonials show that it may take much longer, which is a problem for the marketplace in general.

Users may come across many negative reviews and references available on the App Store and Google Play. They are mostly related to poor-quality delivery and unreliable shipping terms. Tracking system could appear to be a good solution to the problem letting customers follow the entire way of their parcel. However, Wish developers seem to be well aware of the issue. They have already announced the reduction of products in favor of better delivery conditions.

In spite of some small pitfalls and disadvantages, Wish is certainly a leading online shopping platform available for both Android and iOS devices. It keeps modifying introducing better solutions for merchants and customers. The app can now boast over 100 million accounts registered within the platform

Whish’s essential experience

So, what can we really learn from this huge marketplace? What are the key features when creating your own successful shopping application?

  • Feature 1 – Attractive design, user-friendly interface, intuitive search and navigation system, tracking system and fast delivery.
  • Feature 2Professional customer support available 24/7. Discounts and bargains, high-quality products.
  • Feature 3 – Multi-app approach to offer as many related products as possible. An increasing number of merchants and customers divided by categories.
  • Feature 4 – Loyalty programs, discounts, bonuses and rewards.
  • Feature 5 – A wide range of all major payment options making it fast for customers to proceed with transaction and payment processing.

Although you will easily find lots of negative reviews and references by previous customers, the Wish app is certainly the one to take the example from. With millions of subscribers it will be hard to satisfy everyone’s needs. On the other hand, the platform takes pride in a rapid growth of both merchants and buyers making it hard for other players to complete.

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Content Marketing Manager