Rapid Growth and Positive Partnership: UK Merchant Direct Cosmetics Skyrockets on Wish How did Direct Cosmetics do it? The secret is in their close partnership with Wish. Though they’d signed up in the past, Direct Cosmetics had never worked with a Wish Account Manager. In early 2020, Maggy Velasquez, Digital Marketing Manager for Direct Cosmetics, attended the “Retail without Borders” conference, where Wish won the Marketplace Activation Award. With renewed excitement, Maggy contacted Heidi (Wish CPG Manager) for help leveraging Wish’s platform, tools, and Merchant Dashboard. “Wish listens and adapts very easily, and compromises,” Maggy continues. Direct Cosmetics has sold on platforms where it’s not possible to reach a real person - and they’re now actively choosing Wish instead. “We don’t sell on Amazon anymore, because it’s not people, it is just a machine,” Maggy comments. “One of the reasons we’re on Wish is because of the personal touch.” © 2020 ContextLogic Inc. M E RCH ANTS 2020 Case study One of the main advantages of selling on Wish [this time] has been the partnership with our Account Managers,” Maggy says. “We work together, and that’s 100% key.” Maggy Direct Cosmetics Week of 06.01 - 06.07 Week of 11.23 - 11.29 Direct Cosmetics Exponential Growth in Orders 4 .7 S T A R R A T I N G S A L L - S T A R S H I P P E R S H I P P I N G T O 2 8 T E R R I T O R I E S 3 3 % I N O R D E R S UK-b ased merchant Direct Cosmetics b e g an to ramp u p bu siness on W ish in Ju ne o f 2020. S ince then , the y’v e experienced incredi b le g rowth , " s ky roc k etin g f rom recei v in g orders each da y in their fi rst wee k, to a record B lac k F rida y wee k". T he y are b ecomin g one o f W ish ' s hi g hest per f ormin g merchants R E C O R D W E E K N ovember 23rd - 29th The Direct Cosmetics Team “[Wish] is very targeted to allow customers to browse, and to entertain,” Maggy notes. “We find that unique brands work well on Wish - like celebrity fragrances, and hard to find brands.” Sales have come not only from Europe, but also countries like Japan and Australia. To facilitate international shipping, Direct Cosmetics recently proposed that Wish add a new, more cost-efficient logisticals carrier. In partnership with Wish Account Managers, the new carrier was approved. “We’ve experienced challenges,” Maggy says, “but we aren’t doing this on our own. We’ve had full support from Wish to help continue our growth.” Direct Cosmetics uses Wish’s Price Drop tool, which provides easy to interpret campaign performance data and insights, as well as the ability to set up sale campaigns in advance. This has helped increase sales significantly. They’ve also adopted Wish’s CollectionBoost tool, setting up collections such as “Shop Cosmetics” or “Shop Deodorants” - leading to increased impressions and a conversion rate of 30% check-out at the product level. Finally, Maggy hopes new merchants realize what Wish can do for their businesses. “We sell very quickly and our stock rotates very rapidly,” she says. “We want to expand, and our goal is to give Wish priority over other platforms. Now, we give Wish a try for three or four days before other platforms get the merchandise.” Direct Cosmetics also believes that Wish is unique among online marketplaces. © 2020 ContextLogic Inc. M E RCH ANTS M E RCH ANTS 2020 Case study 1 0 0 M I L L I O N 9 0 % 5 0 0 T H O U S A N D 1 . 8 M I L L I O N From 2017 - 2019 # 1 S H O P P I N G A P P D O W N L O A D When asked what advice she’d give a new Wish merchant, Maggy says: “Start with bestsellers to try the platform. Once you know how to go about it, launch everything. We started with 100 products to test the waters. Once you understand [Wish], it’s intuitive. We like that everything is straightforward.” Maggy Direct Cosmetics