How Many Users Does Wish Have? User and Revenue Stats for 2021

How Many Users Does Wish Have? User and Revenue Stats for 2021

Brian Dean

by Brian Dean · Updated Jun. 18, 2021

Wish User and Revenue Stats

Wish is a popular mobile e-commerce platform that connects merchants with buyers.

Known for a variety of cheap goods, 64 million people made at least one purchase on the platform in 2020.

The business generated $2.54 billion in revenue in 2020 – a 17.64x increase since 2015.

Continue reading to find the latest data on Wish for 2021:

Important Wish Stats

  • Wish has 107 million monthly active users.
    Wish monthly active users
  • Wish reported 64 million buyers on the platform in 2020.
  • Wish has more than 550,000 merchants.
  • Wish generated $2.54 billion in revenue in 2020.
  • 875 full-time employees work at Wish.

Wish monthly active users

Wish identifies monthly active users as the number of unique visitors accessing Wish in a given month via mobile or desktop. For annual data, monthly active users equal the average across the year.

The e-commerce platform had 107 million monthly active users in 2020. That’s an increase of 18.9% vs the previous year, accounting for 17 million new monthly active users.

Wish monthly active user growth

As such, the monthly active user base has increased by 2.18x since 2017.

Here’s a table with the number of Wish’s monthly active users since 2015:

Year Monthly active users
2015 21 million
2016 30 million
2017 49 million
2018 73 million
2019 90 million
2020 107 million

Source: Wish.

Wish active buyers

64 million active buyers placed at least one order on the Wish platform in 2020, adding 2 million new active buyers over the past year.

Wish active buyers

We’ve charted the number of Wish’s active buyers since 2015:

Year LTM active buyers
2015 18 million
2016 31 million
2017 52 million
2018 64 million
2019 62 million
2020 64 million

Source: Wish.

Wish merchants

Wish has over 550,000 partner merchants.

Wish has over 550,000 partner merchants

Source: Wish.

Wish revenue

Wish generated $2.54 billion in revenue in 2020, leading to the company’s revenue growing by 33.68% since 2019.

Wish revenue

The global selling platform has achieved a 4-year revenue CAGR of 54.58%.

This is a table showing Wish’s total revenue since 2015:

Year Total revenue
2015 $144 million
2016 $445 million
2017 $1.1 billion
2018 $1.73 billion
2019 $1.9 billion
2020 $2.54 billion

Source: Wish.

Wish revenue by type

There are three main types of revenue at Wish:

  • Core marketplace
  • ProductBoost
  • Logistics

Wish’s core marketplace revenue includes commission fees associated with processed consumer purchases.

The company brought in $1.83 billion in core marketplace revenue in 2020, accounting for 71.9% of Wish’s total revenue. Wish core marketplace revenue grew by 24.49% over the past year.

Core marketplace revenue accounted for 71.9% of Wish's total revenue

Here’s a table with Wish’s core marketplace revenue (including share) since 2017:

Year Core marketplace revenue (Share)
2017 $1.05 billion (95.64%)
2018 $1.5 billion (87.27%)
2019 $1.47 billion (77.48%)
2020 $1.83 billion (71.9%)

Wish also brings in ProductBoost revenue from advertising fees paid to showcase products in preferential places on the platform.

As a result, Wish generated $200 million in ProductBoost revenue in 2020, accounting for 7.87% of the company’s total revenue. However, ProductBoost revenue has decreased by 31.27% over the past year.

This table shows Wish’s ProductBoost revenue (including share) since 2017:

Year ProductBoost revenue (Share)
2017 $48 million (4.36%)
2018 $214 million (12.38%)
2019 $291 million (15.3%)
2020 $200 million (7.87%)

Revenue from logistics includes fees paid for transportation and delivery services.

Wish generated $514 million in logistics revenue in 2020, accounting for 20.23% of Wish’s total revenue that year. Logistics revenue grew by 3.75x from 2019 to 2020.

We’ve charted Wish’s logistics revenue (including share) since 2018:

Year Logistics revenue (Share)
2018 $6 million (0.35%)
2019 $137 million (7.2%)
2020 $514 million (20.23%)

Source: Wish.

Wish core marketplace revenue by geography

Wish provides a breakdown of core marketplace revenue by geographical region based on the buyer’s shipping address.

The worldwide trading platform generated $833 million in core marketplace revenue from orders with a shipping address in Europe in 2020. This accounted for 45.59% of the company’s total revenue, more than any other region.

Orders from Europe accounted for 45.59% of the total core marketplace revenue

Wish revenue from European users grew by 16.34% over the past year.

Below is a table indicating Wish’s revenue from the European market (including share) since 2018:

Year Europe core marketplace revenue (Share)
2018 $759 million (50.33%)
2019 $716 million (48.6%)
2020 $833 million (45.59%)

Wish had $735 million in core marketplace revenue from the North American market in 2020, accounting for 40.23% of total revenue.

The company’s revenue in the region has grown by 29.86% since 2019.

We’ve charted Wish’s North American core marketplace revenue (including share) since 2018:

Year North America core marketplace revenue (Share)
2018 $579 million (38.39%)
2019 $566 million (38.42%)
2020 $735 million (40.23%)

The South American market contributed $90 million to Wish’s core marketplace revenue in 2020 – a 4.93% share. The company’s revenue from this region grew by 25% over the past year.

Here’s a table with Wish’s South American core marketplace revenue (including share) since 2018:

Year South America core marketplace revenue
2018 $58 million (3.85%)
2019 $72 million (4.89%)
2020 $90 million (4.93%)

Wish core marketplace revenue from markets outside of Europe, North America, and South America reached $169 million in 2020.

Here’s a breakdown of the core marketplace revenue from orders shipped to addresses outside of Europe, North America, and South America (including share) since 2018:

Year Other core marketplace revenue
2018 $112 million (7.43%)
2019 $119 million (8.08%)
2020 $169 million (9.25%)

Source: Wish.

Wish total operating expenses

Wish’s total expenses reached $2.22 billion in 2020. Overall, its operating expenses increased by 38.75% over the past year.

Wish total operating expenses

Here’s a look at Wish’s total operating expenses since 2015:

Year Total operating expenses
2015 $588 million
2016 $455 million
2017 $1.04 billion
2018 $1.67 billion
2019 $1.6 billion
2020 $2.22 billion

Wish operating expenses by category

Sales and marketing contributed to 76.76% ($1.7 billion) of Wish’s total operating expenses in 2020. Despite an increase of 16.44% in sales and marketing spending over the past year, the share of those expenses dropped from 91.32%.

Wish sales and marketing expenses

This is Wish’s sales and marketing expenses (including share) since 2015:

Year Sales and marketing expenses (Share)
2015 $560 million (95.24%)
2016 $428 million (94.06%)
2017 $989 million (94.82%)
2018 $1.58 billion (94.2%)
2019 $1.46 billion (91.32%)
2020 $1.7 billion (76.76%)

Wish’s product development expenses totalled $222 million in 2020 – a 3x increase over the previous year. These expenses made up 9.98% of all operating expenses.

Wish product development expenses

Here’s a table showing Wish’s product development expenses (including share) since 2015:

Year Product development expenses (Share)
2015 $6 million (1.02%)
2016 $10 million (2.2%)
2017 $28 million (2.68%)
2018 $45 million (2.69%)
2019 $74 million (4.62%)
2020 $222 million (9.98%)

Wish had spent $295 million on general and administrative expenses in 2020, showing a 4.54x increase on 2019’s total.

Wish general and administrative expenses

We’ve charted Wish’s general and administrative expenses (including share) since 2015:

Year General and administrative expenses (Share)
2015 $22 million (3.74%)
2016 $17 million (3.74%)
2017 $26 million (2.49%)
2018 $52 million (3.1%)
2019 $65 million (4.06%)
2020 $295 million (13.26%)

Wish employees

Wish has 875 full-time employees across the world, including 492 based in the United States.

Source: Wish.

Conclusion

That’s all for my roundup of Wish stats in 2021.

The mobile e-commerce platform has reported consistent revenue increases. But its parent company’s stock price hasn’t followed suit.

Despite this, the platform boasts an active buyer base of 64 million with a presence in over 100 countries. Which shows the company’s global reach.

Now I’d like to hear your thoughts:

Which side of the fence do you sit on? Do you think Wish is undervalued or do you believe their business model is unsustainable and has limited room for future growth?

I’d love to read your opinions, so be sure to leave a comment below.

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