Goji is a sprawling shrub with long, flexible canes and clusters of small, greyish to green leaves. The flowers are a brilliant royal purple and they appear in late spring to early summer. They give way to juicy, bright red fruits which are sweet, yet slightly resembling the taste of raisins, raspberries and dates. They grow sweeter as they mature on the plant.

The plant will produce fruit in its second year and reach maturity in its fifth year.