Wish, a start-up company headquartered in the United States, is a mobile B2C cross-border e-commerce platform. It has successfully broken through in the field of cross-border e-commerce using the mobile terminal as an entry point. In just over two years of operation, the platform The transaction volume exceeded 100 million U.S. dollars. It can be said that Wish is a dark horse on the cross-border e-commerce mobile platform. Its astonishing growth rate has successfully attracted the attention of investors, who were halfway through the interview with the founder. Hours later, it was decided to invest $50 million in it within 12 hours.
As a company that grew up in Silicon Valley, it is not surprising to have such a growth rate. However, for companies in the cross-border e-commerce field, there is one data that has completely exceeded their expectations. Wish’s mobile users account for 95%. Faced with this data, even Amazon, eBay and other export cross-border e-commerce giants were shocked.
With the development of mobile Internet, users are gradually shifting from PC to mobile. However, there are very few platforms that can get rid of the shackles of traditional PC Internet thinking and focus on mobile development. Although export cross-border e-commerce giants such as Amazon, eBay, and AliExpress have begun to expand their layout on the mobile side and launched mobile APPs, in fact, these mobile applications still have not abandoned the PC Internet thinking mode they used to use in the past. In terms of interaction design, screen adaptation has been carried out, but mobile Internet thinking has not been truly implemented.
By analyzing the homepages of mobile APPs launched by Amazon, eBay, and AliExpress, we can find that:
★Amazon’s homepage mainly displays its own products and high-quality products, and then The following are the products recommended by the system (Related to Items You’ve Viewed);
★ The eBay homepage mainly guides users to register or log in, and the following is Browse Categories and promotions according to product categories. Commodities (eBay Deals);
★AliExpress homepage displays various forms of promotions (Quality Picks/Super Deals)o
From the mobile APP homepages of the above three platforms, you can It can be seen that their mobile APP design concepts still follow the thinking model of PC-side websites, including category browsing, promotions, related recommendations, search, etc.
As an e-commerce novice, Wish has no experience in operating a PC shopping platform, so it will not be affected by PC Internet thinking when developing the mobile market. In the development process of the mobile market You can be more spontaneous. The biggest feature and advantage of the mobile terminal is that it can be used anytime, anywhere, and with you, which can better capture users’ fragmented time. For example, a user may take out his mobile phone to browse on a shopping APP while waiting for the bus. Therefore, if the user’s preferences can be accurately grasped and relevant product information is recommended to them, it is very likely to stimulate the user’s consumption behavior. This will It is a mode in which Wish operates.
Compared with other mobile apps, Wish downplays the elements of category browsing and search, removes promotions, and focuses more on related recommendations. When a new user registers and logs in, Wish will recommend some commonly used products to the user, such as trinkets, T-shirts, etc.
From then on, Wish will track the user’s browsing history and understand the user’s preferences and usage habits to better recommend products to them. Moreover, different users see different interfaces on Wish APP, and the same user sees different interfaces at different times. Every time the APP is opened, it will bring a different interface experience to the user, adding to Wish More charm. Wish uses intelligent recommendation technology to achieve an invisible interaction with users, which greatly enhances user stickiness.
Wish has the same functions as shopping websites such as Amazon, providing a platform for buyers and sellers to trade goods; Wish also has the functions of social shopping guide websites such as Wanelo, which can recommend products to users that they may like; Wish also has the same functions as social picture websites such as Pinterest, which can display many beautiful pictures to users. By combining the characteristics of the above three websites, Wish has made its own personalized positioning:
(1) Unlike cross-border e-commerce platforms such as Amazon and AliExpress, Wish adds more Entertainment elements make users more sticky
Cross-border e-commerce platforms such as Amazon, AliExpress, and eBay are all traditional e-commerce companies that have gradually grown up on the PC side, and their focus is still on the purchase and sale of goods. On the transaction. Although Wish is also an e-commerce platform that provides transaction services to customers, its attention is more focused on “algorithm recommendation” shopping on the mobile terminal. The products recommended to users are all that the user pays attention to or likes, making transactions possible. Sex is greater. Moreover, the product information seen by each user and the product information seen at different times are different, thus adding more mystery to Wish.
(2) Unlike social shopping guide websites such as Wanelo, Wish itself can conduct closed-loop commodity transactions without relying on other shopping websites
When users are on Wanelo After discovering a product you like, if you have a desire to buy it, you need to jump to the corresponding shopping website to purchase it, which will affect the user’s shopping experience to a certain extent. On the Wish platform, users can purchase the products they like directly on the site, which is more convenient and faster.
(3) Unlike social picture websites such as Pinterest, Wish can directly provide purchase services
On Pmterest, users discover products they like while browsing pictures. , you need to go to other purchasing channels to purchase. On Wish±, when users browse for products they like, they can place an order directly.
These are all factors that have made Wish a “dark horse” on the mobile side of cross-border e-commerce. However, although Wish has grown very rapidly, as a platform that has just transformed into a cross-border e-commerce transaction, Wish still has many shortcomings in aspects such as logistics and payment. It needs to be improved in the future, and the user’s shopping experience also needs to be improved. promote.
In the long term, Wish needs to work more intensively on its recommended shopping algorithm and turn it into its core competitiveness to achieve its own glory