Wish, the "AdWords for shopping," recieves $19 million investment from round led by GGV Capital and Formation 8. Others who participated include Jerry Yang from Yahoo. Additionally, GGV Capital’s managing director, Hans Tung, joins the board of directors at Wish.

The startup allows its users to have a look at a feed of products which has been customized to a specific subscriber. Users can add them to a number of lists found in the platform. This would allow the app to process what interests the users and shows every time a search is keyed in.

Meanwhile, sellers can have access to what a customer wants to purchase allowing them to make highly targeted offers through Wish. Recently, the technology used by Wish has also expanded to “user’s closets.”

Wish was established by executives working previously at Google, Facebook and Yahoo. Wish founders Peter Szulczewski and Danny Zhang both believed that customers are likely to buy items that they have already have focused on buying. This made the startup develop an engaging mobile app combined with algorithm, said TechCrunch.