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Wish was started by Piotr Szulczewski, a former Google engineer, as a software company called ContextLogic. In September 2010, ContextLogic received $1.7 million in investments and involved Yelp CEO Jeremy Stoppelman.In May 2011, Szulczewski invited college friend Danny Zhang to relaunch the company as Wish. It was created as an application that allowed shoppers to create wish lists of their favorite products before matching them with merchants. They also earned revenue with a Pay-per-click model by advertising on Facebook.In 2013, Szulczewski met with Hans Tung, an investor with GGV Capital in Menlo Park, California, and noted that a large number of sales were coming from Florida, Texas and the Midwest rather than New York or California. Wish became an e-commerce site after asking merchants to host their products directly on the Wish application, with Wish taking a portion of each sale.The Wish marketplace is accessed by the Wish.com website or by a mobile application that is available for iOS and Android.In 2017, Wish was the most downloaded e-commerce application in the United States. It signed a multi-year partnership with the NBA's Los Angeles Lakers. Wish conducted a World Cup campaign in 2018, that featured Neymar, Paul Pogba, Tim Howard, Gareth Bale, Robin van Persie, Claudio Bravo and Gianluigi Buffon.In 2018, Wish was the most-downloaded e-commerce application worldwide and the company doubled its revenue to $1.9 billion.
As of 2019, Wish was the third-biggest e-commerce marketplace in the United States by sales. In August 2019, ContextLogic received a Series H funding round, led by equity firm General Atlantic, taking the company's valuation to $11.2 billion. JD.com is an investor in Wish. ContextLogic went public via an IPO in 2020.In France in November 2021, the Wish e-commerce system, including the website and smartphone applications, were delisted from Google's search results and from Google's French app store, after French authorities claimed that many items sold on the platform do not comply with European regulations. The same authorities also accused the platform of selling counterfeit items. In January 2022, Wish appointed Vijay Talwar as the new CEO.
