Who Owns Wish?
Wish is no longer owned by ContextLogic Holdings. ContextLogic sold substantially all Wish operating assets and liabilities in April 2024 for approximately $161 million after adjustments to a buyer in the Qoo10 group. Current registry evidence identifies Qoo10 Wish Pte. Ltd. as a live Singapore operating company. Qoo10 Pte. Ltd. was later ordered wound up, so the ultimate control chain remains less transparent than the completed 2024 asset sale.
Parent Company
Qoo10 Wish Pte. Ltd.
Acquired
2024
Status
Private
Headquarters
Wish Timeline
Who Owns Wish?
- Parent Company: Qoo10 Wish Pte. Ltd.
- Ownership Type: Acquired
- Acquisition Year: 2024
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Wish | Qoo10 Wish Pte. Ltd. | Acquired |
History of Wish
- Founded: 2010
- Founders: Peter Szulczewski, Danny Zhang
- Acquired by Qoo10 Wish Pte. Ltd.: 2024
Peter Szulczewski and Danny Zhang founded ContextLogic in 2010. Wish evolved into a mobile marketplace focused on inexpensive goods and personalized product feeds. ContextLogic listed on Nasdaq in 2020 under ticker WISH.
Growth reversed as customer acquisition costs rose and users raised concerns about delivery and product quality. ContextLogic agreed to sell the marketplace in February 2024 and completed the sale in April. The remaining public company later adopted the ContextLogic Holdings name and ticker LOGC.
About Qoo10 Wish Pte. Ltd.
Singapore company formed to hold and operate the Wish marketplace assets acquired from ContextLogic in April 2024.
- Founded: 2024
- Headquarters: Singapore, Singapore
- Company Type: Privately Held
Where Is Wish Made / Based?
- Headquarters: San Francisco, California, USA
Wish Categories & Tags
Wish Recalls & Controversies
Wish faced regulatory and consumer criticism over unsafe or counterfeit products, seller controls, and delivery performance. France ordered search engines and app stores to delist Wish in 2021 after product-safety investigations. The platform later returned following compliance steps. Qoo10's 2024 financial distress adds ownership and governance risk, although it does not prove that the separate Wish operating company has ceased trading.
Wish Ownership: Pros & Cons
Advantages
- +Dedicated marketplace operating entity
- +Continued use of an established brand
- +Clear separation from ContextLogic's new business
- +Existing mobile and merchant infrastructure
Considerations
- -Ultimate control is not fully transparent
- -Former Qoo10 parent is in winding up
- -Standalone financials are unavailable
- -Product-safety oversight remains important
Frequently Asked Questions About Wish
Sources & Further Reading
Competitors to Wish
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Alibaba | Pakistan | 2012 | Mass market | Asia pacific | All Genders | |
| Noon | Saudi Arabia | 2016 | Mass market | Regional | All Genders | |
| Shein | Singapore | 2012 | Mass market | Global | All-consumers | |
| Sea Limited | Singapore | 2015 | Mass market | Asia pacific | All Genders |
Learn More About Competitors
Retail EcommerceDaraz
Owned by Alibaba Group Holding Limited
South Asian e-commerce marketplace brand wholly owned by Alibaba Group.
ecommercemarketplacesouth-asia
Retail Ecommercenoon
Owned by Noon AD Holdings One Person Company LLC
Middle Eastern e-commerce and delivery brand operated by Noon AD Holdings and jointly backed by PIF and private regional investors.
ecommercemarketplacemiddle-east
Fashion ApparelSHEIN
Owned by Shein
Global online fashion and lifestyle brand operated by Singapore-headquartered Shein, known for an on-demand retail model and broad international reach.
fast-fashionecommerceapparel
Retail EcommerceShopee
Owned by Sea Limited
Southeast Asian and Brazilian e-commerce marketplace brand owned by Sea Limited.
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Competitive Analysis
Market Positioning: Wish competes with 4 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Independent Alternatives to Wish
Looking for brands with different ownership structures? These similar brands are not owned by Qoo10 Wish Pte. Ltd., giving you alternative choices that support different corporate structures.
Retail Ecommercenoon
Owned by Noon AD Holdings One Person Company LLC
Middle Eastern e-commerce and delivery brand operated by Noon AD Holdings and jointly backed by PIF and private regional investors.
ecommercemarketplacemiddle-east
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noon operates independently without a large parent corporation.
Retail EcommerceRural King
Owned by Rural King
Family-owned farm and home retail brand operated by RK Holdings, LLP across more than 150 stores in the eastern and midwestern United States.
farm-supplyhome-supplyretail
Privately Owned
Rural King operates independently without a large parent corporation.
Retail EcommerceAliExpress
Owned by Alibaba Group Holding Limited
International e-commerce platform owned by Alibaba Group, specializing in cross-border retail.
e-commercemarketplacecross-border
Publicly Traded
AliExpress is owned by Alibaba Group Holding Limited, a public company, a different structure than Wish's parent.
Retail EcommerceTemu
Owned by PDD Holdings Inc.
Online marketplace launched in 2022 and operated by PDD Holdings, connecting shoppers with merchants and manufacturers across many product categories.
online-marketplaceecommerceshopping-app
Publicly Traded
Temu is owned by PDD Holdings Inc., a public company, a different structure than Wish's parent.
Retail Ecommerce7-Eleven
Owned by Seven & i Holdings
Global leader in convenience retail with over 84,000 stores across 19 countries, offering a diverse range of food, beverages, and everyday essentials with a focus on 24/7 accessibility and neighborhood convenience.
convenience-storeretailfranchise
Publicly Traded
7-Eleven is owned by Seven & i Holdings, a public company, a different structure than Wish's parent.
Retail EcommerceAmazon Basics
Owned by Amazon.com Inc.
Amazon's private label brand launched in 2009, offering affordable everyday essentials from batteries to bedding across hundreds of product categories.
private-labelstore-brandeveryday-essentials
Publicly Traded
Amazon Basics is owned by Amazon.com Inc., a public company, a different structure than Wish's parent.
Jobs at Qoo10 Wish Pte. Ltd.
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