Wess LancasterCynthia Casas

Rosio Granados

SWOT Analysis, Marketing 1030 TR 8:30, Joel Watson, 3/3/2015

The Success of

• Wish now has over $80 million in funding, and will soon be valued between $2-3 billion

• 500,000 visits daily• Buyers spending 250,000 hours collectively each day

on the site• The sellers are reporting huge increases by using

Wish

What Is It?• Wish is operated by 55 employees in San Francisco• It was started by Peter Szulczewski • Wish is the 24/7 online shopping mall• Wish connects worldwide buyers to worldwide sellers• They show you only products that you’ll like• Most items are very inexpensive• All sellers must be able to ship worldwide• The most successful categories are Fashion, Accessories, and

anything for Women.• Wish makes its money by charging a straight 20% sales fee• Wish masks your identity from the sellers

STRENGTHS

STRENGTHS

• Huge viewership• All items worldwide• Use AfterShip to

update tracking info• Showing customers

only what they like• Allow sellers to offer

discounts on their conditions

• Sellers must keep promoted items in stock

• Sellers must keep promoted items at same price

• Cheaper than mall• Sellers required to fulfill

orders in 7 days• Linked to Facebook and

Google+

WEAKNESSES

WEAKNESSES

• Most of the products come from China

• Average delivery time: 2 weeks

• Shipping cost hidden • You have to log in for

full functionality• Returns/Exchange

Policy

• Report system is still in development

• Half-baked rewards system

• Product pricing varies• Tracking not posted

the first 1-2 days• Most items are

targeted to women

OPPORTUNITIES

OPPORTUNITIES

• Focus on local sellers for each buyer

• Add higher-tier products

• Add known brands• Advertising to friends

of buyers• Advertising on other

sites

• Using customer information as demographics

• Guaranteed rewards for buyers

• Beat prices on other sites

• Share wish lists• Change policies for good

sellers

THREATS

THREATS

• International Shipping

• International Policies• Shipping mishandling• Lost packages• Chargebacks

• Fraudulent sellers• Bad sellers• Buyer’s remorse• Unhappy buyers

using social media• Item quality

Our Recommendations:

• The app has categories and the website does not. Make it consistent.

• Most Items are for small framed women. Have a variety for all sizes.

• There is no direct line to contact an actual sales representative. Very difficult to contact someone regarding questions.

• Add an option to hide or show adult items.

THE ENDWess LancasterCynthia Casas

Rosio Granados

Sources

• http://allthingsd.com/20130712/mobile-commerce-app-wish-says-it-knows-what-its-users-want-to-buy/

• http://www.businessinsider.com/14-startups-to-watch-in-2015-2014-12#wish-3

• https://www.wish.com/help• http://blogs.wsj.com/digits/2014/06/27/shopping-ap

p-wish-lands-50-million-financing-round/• http://www.bloomberg.com/news/videos/b/8db04dd

f-7815-4672-98fd-581cc4b0d1da• http://venturebeat.com/2014/06/27/mobile-shoppin

g-app-wish-nabs-50m/• http://techcrunch.com/2014/06/27/shopping-app-wis

h-raises-50-million/• http://www.forbes.com/fdc/welcome_mjx.shtml• http://

www.businessinsider.com/wishcom-raising-money-at-3-billion-valuation-2015-2