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From Postal Project to Tech Company
GoWish has an unusual origin. In 2015, postal service PostNord launched it as Ønskeskyen (Danish for “wish cloud”) as a seasonal tool. In 2020, Danish VC firm Dotcom Capital saw its potential, bought it out, and turned it into a standalone tech company.
“We might be the first state-founded platform to go global as a privately-owned tech scale-up,” says Casper Ravn-Sørensen, chief growth officer.
The app now has nearly 6.2 million users in the US and roughly 1 million in the UK. In Denmark, GoWish has over 50% market penetration with 3.5 million registered users.
In November 2024, they’re adding hundreds of thousands of new users daily. The firm posted $1.7 million in net profit after tax in fiscal year 2024.
How It Works
Users create wish lists for themselves and family. They add products via URLs or by browsing items. When someone wants to buy a gift, they click a button and go straight to the retailer.
The model runs on 65,000 affiliate partnerships and 700 brand partnerships. Many brands now add “GoWish” buttons directly to their websites. The app addresses duplicate gifting – friends and family can reserve items.
Source: partner.gowish.com
Marketing Approach
They credit their growth to marketing across Meta, TikTok, Google and Snap. Snap mentioned GoWish on its earnings call as a partnership case study.
“We’re very good at optimising our marketing spends across digital platforms, which makes our global roll-out very effective,” explains Ravn-Sørensen.
Future Plans
The Copenhagen-based firm with 90 employees is planning AI integration, though details aren’t public yet. Their stated vision is to become the “global genie of social shopping” that can predict future consumer trends.
London-based private equity firm Capital D bought a third of the company in early 2025. Dotcom Capital owns the rest.
The Competitive Landscape
GoWish enters a market already crowded with wishlist features. Amazon, which holds around 38-40% of the US e-commerce market, has offered wishlists for years across its platform of 350-600 million products.
Over 310 million Amazon users globally can create wishlists integrated directly into the world’s largest online retailer.
Pinterest launched shoppable wishlists in November 2024, allowing users to save items from its 1,000+ celebrity-curated gift guides. Searches for “shopping wishlist” on Pinterest increased over 950% year-over-year, demonstrating growing interest in the feature.
What sets GoWish apart is its standalone approach focused solely on wishlist management across multiple retailers, rather than being embedded within a single shopping platform. Whether this specialisation can compete with the convenience of integrated solutions from tech giants remains to be seen.
What This Means for E-commerce
GoWish’s growth highlights how wishlist functionality is becoming infrastructure for online retail. With 65,000 affiliate partnerships, the app essentially acts as a discovery and conversion layer between consumers and retailers.
The “reserve” feature tackles a practical problem – gift duplication and returns – that costs retailers money. For brands, adding a GoWish button means potential access to millions of users actively signalling purchase intent.
The profitability on an affiliate model is noteworthy. While many consumer apps struggle with monetisation, GoWish shows that facilitating transactions rather than running them can work at scale.
