Overview
Wish is a mobile-first, low-price marketplace. This page is not a 2018-style “open a Wish store and print money” guide. On 19 April 2024, ContextLogic completed the sale of substantially all Wish operating assets to Singapore’s Qoo10 (cash after adjustments about $161 million; the February 2024 announcement was about $173 million). ContextLogic kept NOL tax assets, later traded as LOGC, and no longer runs the marketplace. The consumer site wish.com and the merchant console at merchant.wish.com were still reachable in 2026, and the Merchant Help Center was still publishing operational articles (listing uploads updated May 2026; Wish Standards FAQs updated May 2026). New merchants are invite-only: a questionnaire, then Wish reaches out.
Treat ownership and payouts as the first risk, not the last paragraph. Qoo10’s Korean units TMON and WeMakePrice hit a 2024 merchant-payment crisis; Singapore’s MAS directed Qoo10 to cease covered payment services in Singapore from 23 September 2024 because it could not assure timely merchant payouts. Those events were about Qoo10 group companies, not a formal Wish shutdown — but a cross-border seller should verify current disbursements in the Merchant Dashboard before sending inventory. Do not park working capital here the way you would on Amazon.
Core features and advantages
Invite-only Merchant Dashboard
If you are invited, merchant.wish.com is the console: products (manual, CSV, API), orders, Wish Standards tiers (Platinum / Gold / Silver / Bronze), ProductBoost ads, and payouts. Help Center contacts: mainland China merchant-support@wish.com, others merchant_support@wish.com. Listings sit in review before they are searchable. Prohibited-product lists still apply; IP complaints are a closing risk.
Wish Express (faster shipping badges) and the Advanced Logistics / WishPost flows remain documented for merchants who already ship that way. They do not repair a weak Standards tier.
Progressive commission (not a flat 15%)
Wish does not publish a simple public price list the way Etsy does. Merchant Help (“How Does Wish Charge Commission From Merchants”) describes two progressive structures (EU-bound vs non-EU), a $0.30 USD per-item transaction fee, and item-value percentages that move with Wish Standards tier and category (Apparel/Jewelry/Shoes/Watches vs Electronics vs All Others). Illustrative Help Center rows (confirm live; last major structure write-up on that article is 2022-dated, FAQs still referenced in 2024–2026):
- Non-EU, Silver, Apparel family: 15.00% + $0.30
- Non-EU, Platinum/Gold, Electronics: 11.70% + $0.30
- EU, Silver, Apparel family: 18.00% + $0.30
Platinum/Gold get a stated 10% discount on the item-value percentage versus Silver; Bronze pays more. Commission is calculated on item + shipping in the examples. Read the Fees and Payments merchant policy and the order-detail commission line for your live rate. Do not quote a blog’s “up to 15%.”
Listing fees and ads
Listing fees started 1 January 2024 UTC for active SKUs above a free threshold that depends on Standards tier (Help Center, updated 20 October 2025): Platinum 2,000 free then $0.15 each, Gold 1,000 / $0.15, Silver 500 / $0.20, Bronze 200 / $0.25, At Risk/Unrated 50 / $0.35. ProductBoost is paid advertising; Merchant Promotions Platform is free only for Silver and above.
Supported platforms
Wish.com and the Wish apps. It is not Amazon, Temu, AliExpress, or Qoo10’s Korean malls, even though Qoo10 owns the asset. Country coverage is consumer-app demand, historically US/EU-heavy and price-sensitive. There is no WFS-style first-party US fulfillment network you should assume.
Who it's for
- Existing Wish merchants who are still getting paid on time and can keep Platinum/Gold metrics.
- Factories already in invite flow testing leftover low-ASP SKUs they will not put on Amazon.
- Skip it if you are a new cross-border brand choosing a first marketplace in 2026, if you cannot afford delayed payouts, or if you expected open self-serve onboarding like 2016 Wish.
Concrete use case: a Guangdong accessories factory that still has a live Wish store checks the last four disbursements, confirms the current Silver/Gold commission on a $6 jewelry order (percent + $0.30), turns off SKUs above the free listing cap, and refuses to send a new 10,000-unit inbound until payouts clear. A new brand with no invite should apply via the questionnaire and keep selling on Amazon or a B2B portal while they wait.
Pricing and value
No monthly subscription is advertised for a basic store. You pay commission when orders release, listing fees above the tier cap, and optional ProductBoost. Value only exists if cash actually arrives and if low-price app traffic still converts after Temu/Shein. If disbursements slip, the take-rate is irrelevant.
Community feedback
Older Reddit and seller-forum threads already complained about refunds, tracking, and quality enforcement. After the 2024 sale, independent coverage focused on Qoo10’s merchant-payment failures elsewhere in the group. Wish Merchant Help is still maintained, which is a positive operations signal, not a credit rating. If you cannot find recent, verified payout reports from sellers in your origin country, assume the channel is optional.
Competitive positioning
Amazon is the default paid-on-time marketplace. Alibaba.com is B2B RFQ, not app impulse. DHgate is another China-origin B2B/B2C catalog with its own annual platform fee. Temu/Shein (not in this alternatives set) took the cheap-mobile shopper Wish used to own. Wish is a legacy app channel under new ownership, not a growth thesis.
Alternatives
- Amazon — Seller Central and FBA when you need a marketplace that still clears payouts on a published schedule.
- Alibaba International Station — B2B export demand instead of app impulse retail.
- DHgate — China-origin B2B/B2C catalog if you need another wholesale-plus-small-parcel door.
Limitations
Invite-only. Parent-group payment history is ugly. Commission tables are inside the dashboard/policy, not a consumer web price page. Listing fees punish bloated catalogs. Wish Express does not change commission in the progressive model. Brand and quality controls tightened versus the old “anything cheap” era. ContextLogic Inc. is not your counterparty anymore.
Verdict
Do not choose Wish as a 2026 first channel. If you are already invited and payouts are current, keep a tight SKU list, watch Standards tier, and size inventory to cash you have already received. New sellers should submit the merchant questionnaire only as a side bet and put real stock on Amazon or a B2B platform.
Next step: open merchant.wish.com. If you have an account, export recent payouts before the next inbound. If you do not, complete the invite form and wait — do not pre-build Wish-only inventory.
Data notes
Rechecked 2026-09-06 against ContextLogic’s 19 April 2024 close announcement, ContextLogic 10-K/10-Q descriptions of the asset sale, merchant.wish.com invite-only positioning, Merchant Help commission/listing-fee/Standards articles, and public reporting on Qoo10/TMON/MAS payment issues. published (2024-03-15), monthlyVisits, domainRating, and authorityScore are catalog placeholders and unverified. Wish/ContextLogic founding is commonly dated to 2010. Product is live as a site but strategically impaired; this is not a shutdown notice and not a green light.