GoWish’s shopping and wishlist app is having its biggest year yet

Recession fears aren’t hurting the wishlist and buying app GoWish, which is seeing grounds numbers up of the 2025 vacation season. The app, which has northbound of 13.6 cardinal registered users, had its champion time yet this week, erstwhile connected Monday it deed No. 2 connected the U.S. App Store.

While GoWish has seen akin adoption trends successful erstwhile years, this twelvemonth has proven to beryllium a breakout success. The app doubled the fig of users from past year, and it has been breaking records with hundreds of thousands of caller regular users successful the period of November.

In the U.S. alone, the app has astir 6.2 cardinal users, portion it has astir 1 cardinal successful the U.K. In its location marketplace of Denmark, the wishlist app has implicit 50% marketplace penetration and implicit 3.5 cardinal registered Danish users.

Though contiguous it operates arsenic a tech company, GoWish has a unsocial root story.

Image Credits:GoWish

The app was primitively launched successful 2015 by the Danish-Swedish nationalist postal work PostNord arsenic “Ønskeskyen.” (That’s Danish for “wish cloud.”) It was conscionable a seasonal wishlist gimmick, but its founders saw the imaginable for it to beryllium thing more.

In 2020, GoWish was acquired by Danish VC Dotcom Capital, which is owned by laminitis Casper Ravn‑Sørensen, who is besides GoWish’s Chief Growth Officer, and his partner, CEO Mads Dahlerup. They spun it retired arsenic an autarkic tech institution and created an planetary mentation of Ønskeskyen (the app’s sanction successful Denmark and Norway).

“We mightiness beryllium the archetypal state-founded tech level to spell planetary arsenic a privately-owned scale-up,” Ravn‑Sørensen told TechCrunch.

Image Credits:GoWish

Consumers tin usage the app to make aggregate wishlists for themselves, their household and friends, and for antithetic occasions. Wishes — oregon products you tin bargain from online retailers — tin beryllium added straight to your database by copying and pasting a URL, searching for a product, oregon browsing the inspiration feeds that diagnostic millions of products. When you’re acceptable to buy, you tin pat a fastener successful the app to spell straight to the retailer’s website.

The institution has astir 65,000 affiliate partnerships and implicit 700 marque partnerships, galore of which are present adding “GoWish” buttons to their ain websites. This exemplary has been successful, explained Ravn‑Sørensen, arsenic the app saw nett profits aft taxation of $1.7 cardinal successful its fiscal twelvemonth 2024, which are being reinvested successful its growth. (GoWish declined to disclose its full revenue.)

The institution attributes its accrued adoption this twelvemonth to the selling it’s been doing crossed Meta, TikTok, Google, and Snap. Snap adjacent gave GoWish a shoutout connected its Q4 earnings call, arsenic it’s been 1 of Snap’s spouse success stories.

“We’re precise bully astatine optimising our selling spends crossed integer platforms and that makes our planetary roll-out precise effective,” Ravn‑Sørensen said.

The institution volition aboriginal augment its acquisition with AI, but isn’t yet sharing details astir those plans.

“We person a ngo of ‘fixing gifting’,” noted Ravn‑Sørensen, adding that GoWish wants to marque “users’ dreams and wishes travel existent portion making double-gifting and returns a happening of the past.” (The app lets household and friends reserve items connected users’ wishlists truthful users won’t person the aforesaid acquisition from aggregate people.)

“Yet, connected a longer trajectory, we privation to go the ‘global genie’ of societal shopping, that tin foretell aboriginal user trends crossed generations,” helium said.

The Copenhagen-based institution is presently a squad of 90 and is backed by Capital D, a London-based backstage equity steadfast that bought one-third of the institution successful aboriginal 2025; the remainder is owned by the Danish VC Dotcom Capital.

GoWish is disposable connected iOS and Android and offers a Chrome hold to adhd items to wishlists from your computer.