Here’s a bold statement: While the world worries about recession, one app is defying the odds and skyrocketing to success. Meet GoWish, the wishlist and shopping app that’s not just surviving but thriving in 2025. But here’s where it gets controversial: Can an app truly revolutionize the way we shop and gift, or is it just another tech fad? Let’s dive in.
GoWish is having its biggest year yet, with record-breaking numbers ahead of the holiday season. This week, it hit a milestone by climbing to No. 2 on the U.S. App Store, boasting over 13.6 million registered users globally. And this is the part most people miss: It’s not just about the numbers; it’s about the app’s unique journey and its ambitious mission to ‘fix gifting.’
While GoWish has seen steady growth in previous years, 2025 has been a game-changer. The app doubled its user base from last year, attracting hundreds of thousands of new daily users in November alone. In the U.S., it has nearly 6.2 million users, while the U.K. follows with around 1 million. In Denmark, its home market, GoWish dominates with over 50% market penetration and 3.5 million users.
Here’s the twist: GoWish wasn’t always a tech darling. It started in 2015 as a seasonal gimmick called ‘Ønskeskyen’ (Danish for ‘wish cloud’) by the Danish-Swedish postal service PostNord. But its founders saw potential beyond the holidays. Fast forward to 2020, Danish VC Dotcom Capital acquired it, spun it off as an independent company, and rebranded it for global audiences. Today, it’s led by Casper Ravn‑Sørensen and Mads Dahlerup, who are scaling it into a global phenomenon.
So, how does it work? Users create wishlists for themselves, family, and friends, adding products from online retailers by pasting URLs, searching, or browsing curated inspiration feeds. When ready to buy, a tap takes them directly to the retailer’s site. But here’s the kicker: GoWish has over 65,000 affiliate partnerships and 700 brand partnerships, with many adding ‘GoWish’ buttons to their websites. This model has been a goldmine, with the app reporting $1.7 million in net profits after tax in 2024, all reinvested into growth.
The secret sauce? Strategic marketing across platforms like Meta, TikTok, Google, and Snap. Snap even highlighted GoWish as a success story in its Q4 earnings call. Ravn‑Sørensen credits their ability to optimize marketing spend across digital platforms for their global success.
Now, for the controversial part: GoWish isn’t just about wishlists; it’s about predicting consumer trends and becoming the ‘global genie’ of social shopping. With plans to integrate AI, the company aims to make gifting seamless, eliminating double-gifting and returns. But can it truly predict what consumers want before they do? That’s the million-dollar question.
Backed by London-based private equity firm Capital D and Dotcom Capital, GoWish is now a 90-person team based in Copenhagen. Available on iOS, Android, and as a Chrome extension, it’s accessible to users worldwide.
Thought-provoking question for you: Do you think GoWish’s mission to ‘fix gifting’ is achievable, or is it an impossible dream? Let’s discuss in the comments!
