About product
Wildberries is an international e-commerce and logistics platform. Wildberries’ monthly active audience (MAU) exceeds 113 million users. More than 30 million people visit the platform daily, and the number of daily orders reaches between 4 and 10 million. The marketplace is one of the largest in Russia, serving customers across several countries, including Belarus, Kazakhstan, Kyrgyzstan, Armenia, and Uzbekistan.
Product Hypothesis
If Wildberries introduces a structured wishlist feature (separate from “Favourites”) with folders, sharing access control, and story-style updates about friends’ wishlist additions on the home screen,then users will create more intentional wishlists, engage more frequently with friends’ preferences, and increase purchase conversions (especially in gifting scenarios).
User Value Hypothesis
If users can clearly separate “I like this” from “I want this,” share specific wishlist folders with selected people, and passively see updates when friends add items, then gift coordination will become easier and less awkward, reducing off-platform communication.
Competitors
I conducted a competitor analysis to identify best practices as well as potential problems that users may encounter.
Get to know the app
Hereby are some screenshots from the application itself. This is to give an impression of the style of the app and its current design.
Wishlist stories
The Wishlist Stories feature displays real-time updates from friends’ wishlists directly on the home screen in a story-style format. When a friend intentionally adds an item to a shared wishlist folder, it appears as a visual preview in the stories row and is followed by a notification as well. Users can tap to view the added items. This creates lightweight social discovery while keeping the wishlist focused on intentional planning rather than casual likes.
Friends' wishlists
The Friends’ Wishlist feature allows users to view shared wishlist folders via a private link. Items that have already been purchased by someone are marked as “Claimed”, preventing duplicate gifts (the status appears only after a completed purchase, not when an item is simply added to cart).
Inside the wishlist, each product card clearly displays the estimated delivery date, making it easy to choose a gift that will arrive on time for a specific occasion. This helps users coordinate purchases confidently without additional messaging or clarification.
User wishlists
The Personal Wishlist feature allows users to create multiple folders and control access by sharing specific folders with selected people. This makes it possible to separate wishes by occasion, audience, or priority.
Items from “Favourites” can be intentionally moved into a wishlist once the user decides they truly want the product, rather than just like it. This distinction helps users curate more meaningful and gift-ready lists instead of mixing casual browsing with real purchase intentions.
Settings and access
The Settings section allows users to manage sharing and access permissions easily. If a wishlist link has been shared with someone before, their account appears in a quick access list, enabling fast sharing without generating a new link each time. From this list, users can grant access to specific new or existing folders, or to all folders at once.
When a friend grants access to one of their wishlist folders, the user receives a notification, ensuring they are aware of newly shared wishes and can view them immediately.
