Alan Small, CEO & Business Manager Europe Wish

Alan Small, CEO & Business Manager Europe Wish

Discover the interview of Alan Small, CEO & Business Manager Europe Wish.

In the current context, what are the main news, trends, and innovations in your market or sector?

The pandemic saw a lot of traditional retailers shift online and start to explore the concept of selling on marketplaces (1). This drive has resulted in a greater number of customers gravitating towards a single retailer or marketplace (2). Put simply, customers enjoy the value and choice that comes with shopping on a marketplace.

This is why an omnichannel and mobile commerce strategy is crucial for any modern retailer. Merchants who stick to their traditional channels and markets are missing out on opportunities to expand their business domestically and internationally.

What are the characteristics of your solution and who is it for?

Wish is a must-have marketplace for any merchant who wants to expand their online presence and reach a new customer base and/or territory they never thought they could reach before. The main areas that differentiate Wish from other marketplaces are:

  • Mobile-first: Over 90% of our user activity and purchases occur on our mobile app (FY2020, Form 10-K 2020).
  •  Discovery-based: Our data science capabilities allow us to mirror how consumers have shopped for decades in brick-and-mortar stores by offering a discovery-based shopping experience on a mobile device. No two users’ Wish interfaces and product feeds look the same. We utilize big data technology to enable customization on a mass scale. Over 70% of the sessions on our platform that result in a transaction do not involve a search query (FY2020, Form 10-K 2020).
  •  Built around fun and entertainment: Wish is on a mission to make online shopping fun and rewarding. We use gamified, interactive and social features to increase the length and frequency of a user’s sessions and drive increased engagement.
  • Global platform: For merchants, Wish is a single shopping platform with users in over 100 countries. With Wish you only have to create one account and then decide which countries you want to sell in. We take care of the rest!

This year, more particularly again, what will the Paris Retail Week event represent for your business?

Paris Retail Week is an opportunity for us to meet new merchants and to reconnect with merchants and partners who we are already working with directly or indirectly. It is also a helpful forum for us to have very honest conversations with local merchants about what they need from us in order to improve the merchant experience on Wish. We are very aware of how much the world has changed since the pandemic and want to make sure that our ambitions are aligned with those of our partners.
France is one of our most important markets globally and we are keen to bring more French merchants on board and help them realize their potential. We have a tailored offering for French merchants to help them get started which we are excited to share at Paris Retail Week.

More information:




[1] Financial Times, May 2021

[2] The Future Shopper Report, 2021