GoWish

What GoWish does

GoWish is a Copenhagen-based social shopping platform operated by Ønskeskyen ApS that enables consumers to create, share, and reserve product wishlists across desktop web, iOS, and Android. The core product lets users save desired products from partner brands, share lists with friends and family, and reserve items to prevent duplicate gifting. The platform has accumulated more than 600 million saved wishes and 18 million registered users globally, with the United States representing roughly half of the user base. A complementary Gift Generator tool provides filtered product discovery, surfacing wish ideas by category, recipient age, and gender.

The platform is free for end users, and GoWish monetizes almost exclusively through affiliate commissions — primarily the Amazon Services LLC Associates Program — when users click out to purchase products at external retailers. The 2025 Annual Report disclosed DKK 72.5 million in gross profit against a DKK 6.2 million net loss, with DKK 29.2 million reinvested into the business during the year, indicating a growth-stage operator prioritizing user acquisition and U.S. expansion over near-term profitability. A wholly-owned Delaware subsidiary (GoWish Inc.) supports the U.S. market, and a major global design and UX overhaul was published in July 2026 to accelerate international expansion.

Go-to-market is product-led and self-serve, with growth driven by word-of-mouth sharing of wishlists that creates viral loops around birthdays, holidays, weddings, and baby showers. The company uses TikTok and Meta for paid and organic acquisition, email newsletters for re-engagement, and affiliate/partner marketing as the monetization layer. There are no disclosed enterprise customers or B2B contracts; the entire revenue model rests on consumer traffic converted through affiliate links.

Name

GoWish

Legal name

Ønskeskyen ApS

Website

https://gowish.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

GoWish is a Copenhagen-based social wishlist platform that lets 18 million consumers save and share product gift ideas across web and mobile, monetizing primarily through affiliate commissions such as the Amazon Associates Program.

Ownership category

akta.pro rank

Product category

Social Shopping / Gift Wishlist Platform

NAICS

Web Search Portals and All Other Information Services (519290), Web Search Portals and All Other Information Services (51929)

akta.pro industry

PRIMARYBPAMAAAJ

Comparison Shopping & Price Discovery Portals

Business & Public Services/Web, Mobile & Digital Platforms/Search, Discovery & Web Portals

SECONDARYBPAMAAAG

Recommendation & Discovery Engines (content/product)

Business & Public Services/Web, Mobile & Digital Platforms/Search, Discovery & Web Portals

Keywords

• Social wishlist platform
• Gift registry app
• Wishlist management
• Social shopping platform
• Affiliate shopping platform

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Affiliate Commissions: GoWish earns commissions through affiliate links when users click on product links and make purchases on external sites like Amazon. The company participates in the Amazon Services LLC Associates Program. There is no additional cost to users.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

GoWish is a Danish digital platform that enables individual users to create, organize, and share personal gift wishlists, with a social-sharing layer and a "reserve a wish" feature that lets friends and family mark gifts they intend to buy so duplicates are avoided. The platform monetizes by routing purchase intent through affiliate links (including Amazon Associates) to external retailers, earning commissions when wishlist items are purchased.

Product overview

GoWish is a Denmark-based wishlist and social shopping platform operated by Ønskeskyen ApS (headquartered in Copenhagen) with a U.S. subsidiary (GoWish Inc, Delaware). The core offering consists of a unified wishlist platform available via web and mobile applications, supplemented by a Gift Generator tool for product discovery. The platform's key value proposition is enabling users to create and share wishlists, discover products from partner brands (displayed in a brand showcase), and use the wish reservation feature to prevent gift duplication. GoWish monetizes through affiliate commissions (particularly via the Amazon Associates Program) and commissioned links to partner sites. The company recently underwent a major visual redesign and UX overhaul in 2026 to support its international expansion strategy, with the U.S. identified as the primary growth market.

Differentiator

Problem solved

Functional benefit

Products and services

• GoWish Wishlist App Free cross-platform (web, iOS, Android) wishlist app that lets individual users save, organize, and share gift ideas, with a social sharing layer and a wish-reservation feature to prevent duplicate gifts.
• GoWish Gift Generator Standalone gift idea/recommendation tool within the GoWish experience that helps users discover gift suggestions based on context and preferences.

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

One partnership is on record.

• Amazon Services LLC Associates ProgramcoreGTM or Marketing PartnerGoWish participates in the Amazon Associates Program, an affiliate advertising program that enables websites to earn advertising fees through links to Amazon. GoWish earns commission from qualifying purchases when users click on product links on the platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zola: Zola is a wedding registry platform that lets couples create registries across multiple retailers and share them socially. Comparable to GoWish because it offers multi-retailer wishlist creation, social sharing, and reservation features, but with a strong vertical focus on weddings.
• MyRegistry.com: MyRegistry is a universal gift registry that lets users add items from any retailer to a single list. Directly comparable to GoWish because it offers the same multi-brand wishlist aggregation, social sharing, and reservation feature with a similar freemium consumer model.
• Babylist: Babylist is a baby registry that aggregates products from multiple retailers with social registration features. Comparable to GoWish because it offers multi-retailer wishlist creation, social sharing, and reservation functionality, with a similar consumer freemium model.
• Elfster: Elfster is a gift exchange and wishlist platform popular for Secret Santa and family gift organizing. Directly comparable to GoWish because of overlap in wishlist creation, gift reservation, and social sharing during gifting seasons.
• Giftster: Giftster is a family-oriented wishlist platform focused on shared family gift-giving. Directly comparable to GoWish because it offers private wishlists, item reservation, and family sharing with the same core use cases (birthdays, holidays, avoiding duplicates).

Broad incumbents

• Pinterest: Pinterest is a visual discovery platform where users save and share products, runs Idea Pins and shopping features, and monetizes through affiliate-like partnerships. It is comparable to GoWish because it shares the save-and-share-shop behavior, has a strong US user base, and operates in product discovery.
• Amazon Wishlist: Amazon's native universal wishlist and baby/bridal registries are the largest direct competitor in scale, fully integrated into the world's largest online retailer. Comparable because Amazon Wishlist shares the core wishlist functionality, vertical registries, and goes through the same affiliate funnel.
• The Knot Worldwide: The Knot owns The Knot and WeddingWire, the dominant wedding registry marketplaces. Comparable to GoWish because of overlap in registry/wishlist functionality, gift reservation, and cash-fund features, though primarily US-focused on weddings.
• Honey (PayPal): Honey is a browser-based coupon and cashback tool owned by PayPal that monetizes through affiliate links. Comparable to GoWish because it relies on the same Amazon Associates-style affiliate model and end-user behavior at the purchase interception point.

Emerging players

• Thingtesting: Thingtesting is a product discovery platform that aggregates reviews and recommendations for direct-to-consumer brands. Comparable to GoWish through its discovery-and-curation model and affiliate-driven traffic, though focused on brand discovery rather than wishlist aggregation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GoWish