A little-known Chinese discount shopping app is gaining ground in Europe and the Middle East, posing a potential challenge to U.S. e-commerce startup Wish’s efforts to expand globally.
The app, called Vova, is going after the price-conscious consumers also being targeted by Wish. It is one of an emerging group of Chinese e-commerce companies that are focusing entirely on overseas markets, instead of competing in China’s domestic market dominated by Alibaba and others. But unlike most of its rivals, Vova has kept its origins and ownership under wraps, prompting speculation that it might be linked to a bigger e-commerce company such as Pinduoduo.
