GoWish is a digital wishlist for everything you want, all in one place. Just make a profile, add your wishes, and share your list with the people who matter.
Here’s the cool part.
Every time someone shares their list, GoWish grows. On average, each user shares with 5.24 people, creating an organic multiplier effect.
The concept started back in 2015 as Ønskeskyen (“The Wish Cloud”), a state-backed project by Denmark’s PostNord designed to reduce wasted gifts and returns.
Not exactly the typical startup territory.
In 2020, entrepreneurs Casper Ravn-Sørensen and Mads Dahlerup bought it, turning it into a private tech company with global goals.
Their vision paid off in 2025 when London-based firm Capital D invested heavily.
Soon after, they brought in Rich Waterworth, former TikTok Europe GM and YouTube marketing leader, as Chair of the Board.
The result is massive growth.
GoWish jumped from 300,000 downloads in September to almost 1 million in October.
After sitting in the U.S. Top 50 for months, it’s now reaching #1 in several countries.
Behind the Scenes
GoWish is free for users, but there’s a clever business model behind it.
Each wishlist link earns a commission when someone buys through it.
The Shopify plugin also shows merchants what people actually want to buy.
It’s a simple but powerful loop: users share, merchants sell, GoWish grows.
Social Media Power Move
With a former TikTok exec on board, GoWish knows social.
The team manages about 50 accounts that together have over 700 million views.
Most of the traction came in 2023, but things really took off this October.
Back in 2023, GoWish found success with faceless “wishlist creation” videos that went massively viral, some hitting 20 million views each.
But the momentum faded through 2024.
This was the viral strategy in 2023 that helped them take off.
Quick, guided videos showing how to make a wishlist step-by-step in the app.
Then came October 2025.
GoWish kicked off a massive new UGC wave.
It was their first time working directly with creators.
About 40 TikTok and Instagram ambassador accounts launched under names like “[name].wishes.”
Only one account went viral, but that was all it took.
maddie.wishes_ hit 72.5M views with two short videos in early October:
- “when my boyfriend calls mid day but I’m still in bed making my Christmas wishlist” → 46.1M views on October 5th
- “pls don’t be out cheating on me” → 26.3M views on October 6th
Despite including some paid ads boost, both posts reached pretty solid engagement levels and organic reach (proof below).
Videos are five seconds long, showing her in bed with a laptop and phone, wearing pajamas and orange under-eye masks. She repeats a fun yapping sound.
The videos don’t mention the app directly, just a link in her bio.
A 21-Year-Old’s Big Win
The campaign was run by Colin Maden, a 21-year-old UGC marketer.
His approach was simple: hire the best creators, pay them well, and make sure top brands commented on their posts.
He says most agencies miss on organic reach because they slash budgets. He even mentions how GoWish was unsure about his prices at first, but two weeks in, the campaign had already hit 10 million views.
GoWish is a reminder that finding traction is just the beginning. What started as a small Danish postal project turned into one of Europe’s top consumer apps.
Even at 300K downloads a month, the team didn’t slow down. Instead, they launched a wave of UGC with dozens of small creator accounts.
Now, they’re reaping the rewards of their bet on UGC.
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