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The Wish App: a wish come true or a nightmare?

Having easy, mobile access to thousands of products and accessories at amazing, bargain prices is every savvy buyer's dream. With the increasing popularity of mobile shopping, a myriad of shopping apps have appeared on the market. One of the most well-known apps is the Wish app which has begun overtaking established, e-commerce platforms like Amazon and eBay.

Nearly 100 million free accounts and 100,000 merchants have registered on Wish. This giant, user base is captured by two weapons: data mining and online behavioral tracking/profiling; these tools allow Wish to show users products that they are likely interested in and hook them with ridiculously low prices. However, a plethora of problems arise along with Wish's rapid rise to popularity. Users complain about the stark differences between the photos and actual objects, snail-like shipping speeds, and even "lost items" that disappear after two months of waiting. Complaints are not limited to users alone. Merchant complaints include: delayed/untimely payment, unreasonable cancellations, and withheld payments. These disappointing problems are every mobile shoppers' nightmares.

The silver lining is that the failures of apps like Wish pave the way for reliable, user friendly apps. This new wave of e-commerce apps are finally grasping the importance of being responsible in their business practices. Despite its advanced use of research and data mining, Wish is being beat by other, user conscious rising stars.

A newly launched, mobile, e-commerce platform called FashionTIY has creatively improved user experience on the basis of the advantages of Wish. The app is a vertically integrated, mobile, e-commerce platform that focuses on fashion accessories and puts the latest styles first. All of the accessories are sent directly from factories, which provides a competitive, low price. Most importantly, the app has a subversive idea: to make user experience its top priority. With the traditional, online shopping experience, shoppers can only discern if an accessory is suitable for them by browsing photos of airbrushed models. Shoppers are unable to see if an accessory matches a particular outfit or works with their complexion. However, with FashionTIY's innovative, "try-on" function, app users are able to try on thousands of accessories by taking a photo of themselves with their front-facing or rear-facing cellphone camera. With slight finger movements, people can virtually see how an accessory would look on them as vividly as if they were trying it on in-store.
FashionTIY does not need to try so hard to guess what its users like, users are able to find and "try-on" the answers by themselves easily and quickly. Shopping and fashion are hobbies for some and a lifestyle for many. Fashion forward women can now satisfy the desire of trying on and modeling beautiful accessories without leaving home, this could explain why FashionTIY is attracting so many female users in such a short period of time.

While the popularity of unreliable apps like Wish will begin to wane, innovative and user friendly apps like FashionTIY will continue to gain more and more fans. With customizable controls and reliable logistic services, these emerging vertically integrated, e-commerce mobile platforms will undoubtedly become the fulfilled wish of countless mobile shoppers.