ESC Wishlist + Save for Later vs. CP24 Advanced Wishlist: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a surprisingly consequential decision for Shopify merchants. Wishlists can reduce abandoned carts, surface popular products, and create hooks for re-engagement—but a poorly chosen tool can add friction, duplicate functionality, and increase maintenance overhead. Two options that often appear on the shortlist are ESC Wishlist + Save for Later from Eastside Co® and CP24 Advanced Wishlist from CloudPlug24. Both promise to help customers save items, but they differ significantly in features, scalability, and long-term value.

Short answer: ESC Wishlist + Save for Later is a lightweight, low-cost option that works for merchants who only need a basic save-for-later widget and minimal configuration. CP24 Advanced Wishlist offers a broader set of engagement features—guest wishlists, multi-list support, price-drop and low-stock reminders, and web push integration—making it better for merchants who want more automated re‑engagement. For merchants serious about improving lifetime value and reducing tool sprawl, a multi-feature retention platform like Growave usually delivers better value and fewer integrations to manage.

The purpose of this article is to provide an in-depth, feature-by-feature comparison of ESC Wishlist + Save for Later and CP24 Advanced Wishlist, so merchants can pick the right tool for their store. The comparison is structured to highlight core functionality, pricing and value, integrations and technical fit, implementation considerations, and typical merchant use cases. After the direct comparison, the article discusses the limitations of single-purpose apps and presents an all-in-one alternative.

ESC Wishlist + Save for Later vs. CP24 Advanced Wishlist: At a Glance

Deep Dive Comparison

Product Positioning and Developer Background

ESC Wishlist + Save for Later is developed by Eastside Co®. The app positions itself as a straightforward way to let customers save items for later, with the saved items accessible under the cart and options for social sharing. The app's publicly visible footprint is small: there are 2 reviews and the app rating is 1 out of 5.

CP24 Advanced Wishlist is developed by CloudPlug24 and presents itself as a more feature-rich wishlist and re-engagement tool. It highlights guest wishlist functionality, multiple wishlists per user, cross-device sync, price-drop and low-stock notifications, analytics, and web push integration. The public data shows 6 reviews with a 5 out of 5 rating, indicating stronger user sentiment among the reviewers.

Both apps sit in the wishlist category, but they target different levels of merchant maturity: ESC focuses on simplicity and low cost; CP24 targets merchants seeking automation and measurable re-engagement.

Feature Comparison

This section evaluates core features that matter to merchants evaluating wishlist tools.

Wishlist Types and Flexibility

ESC Wishlist + Save for Later

• Supports unlimited wishlists, which allows users to organize saved items.
• Places a "saved for later" section under the cart to encourage conversion at checkout.
• Offers a range of visual customization options to match store themes.

CP24 Advanced Wishlist

• Offers guest wishlist support, enabling visitors who are not logged in to create wishlists.
• Supports multiple wishlists and cross-device syncing for logged-in customers.
• Shows wishlisted counts on product pages and provides an "Add to Wishlist" button.

Analysis:

• Multiple wishlists are useful for stores with product categories where customers shop for different occasions. Both apps claim multi-list support; ESC indicates unlimited wishlists while CP24 explicitly supports multiple wishlists with syncing. CP24’s guest wishlist and sync features offer more flexibility for stores that rely on anonymous browsing or have high cross-device traffic.

Save-for-Later & Cart Integration

ESC Wishlist + Save for Later

• Emphasizes saving items under the cart; next time a customer reaches checkout the saved items are visible.
• This inline approach reduces friction between browsing and purchase.

CP24 Advanced Wishlist

• Does not position the saved list under the cart in the same way; instead, it focuses on standalone wishlist management plus notification workflows.

Analysis:

• ESC’s cart-focused placement is a simple, conversion-oriented approach that places saved items close to the purchase moment. Merchants primarily looking to reduce friction at checkout may prefer ESC’s placement. CP24 leans into lifecycle re-engagement rather than immediate checkout nudges.

Re-Engagement: Price Drop, Low Stock, and Reminders

ESC Wishlist + Save for Later

• Does not advertise automated price drop or low-stock reminders in the provided description.

CP24 Advanced Wishlist

• Includes price drop and low stock reminders.
• Sends wishlist reminders and maintains analytics on engagement related to these messages.

Analysis:

• Automatic reminders are a significant advantage if the goal is to re‑activate shoppers without building manual campaigns. CP24’s built-in reminders save merchants time and can directly impact revenue by prompting customers when a trigger event (price change or low stock) occurs.

Web Push and Notifications

ESC Wishlist + Save for Later

• No web push capability is specified in the available description.

CP24 Advanced Wishlist

• Collects customer and visitor push tokens and runs web push campaigns to bring visitors back to the store.
• Provides push impression limits tied to pricing tiers.

Analysis:

• Web push is a higher-signal, lower-cost re-engagement channel compared to email, especially for visitors who don’t subscribe to newsletters. CP24’s inclusion of web push turns the wishlist into a more proactive retention tool. ESC would require external tools and integrations for similar functionality.

Analytics and Reporting

ESC Wishlist + Save for Later

• Mentions customization and aesthetic options but does not highlight analytics or detailed reporting.

CP24 Advanced Wishlist

• Lists "comprehensive reports & analytics" as a feature, plus a metrics dashboard available even in the Free tier.

Analysis:

• Analytics matters for iterating on merchandising and re-engagement. CP24’s analytics make it easier to judge wishlist performance, product popularity, and the effectiveness of reminders. ESC’s apparent lack of reporting makes it more of a UX feature than a strategic tool.

Sharing and Social Reach

ESC Wishlist + Save for Later

• Explicitly mentions free social sharing as a feature, enabling customers to share lists with friends.

CP24 Advanced Wishlist

• Includes share wishlist functionality in its Free plan.

Analysis:

• Both apps support social sharing; ESC highlights it as a growth lever. For stores depending on viral or social commerce, having share tools in either app is adequate. CP24’s broader suite still retains share features plus additional engagement channels.

Customization and Localization

ESC Wishlist + Save for Later

• Offers a broad range of options for customizing the app’s look on the storefront.

CP24 Advanced Wishlist

• Advertises full configurable options, device compatibility, and support for non-English languages with manageable front-store text.

Analysis:

• Both apps emphasize customization, but CP24 specifically points to localization support. For merchants selling in multiple languages or regions, CP24 appears better positioned.

Cross-Device Sync and Guest Experience

ESC Wishlist + Save for Later

• No explicit claim about cross-device sync or guest wishlist in provided data.

CP24 Advanced Wishlist

• Explicitly mentions synced across all devices and guest wishlist functionality.

Analysis:

• Cross-device sync is important because many shoppers browse using multiple devices. CP24’s guest wishlist lowers the activation barrier for anonymous visitors who still want to save items. ESC may require user accounts to persist lists, which limits frictionless saving.

Pricing and Value

Pricing is a practical filter for merchants. This section evaluates the pricing plans, transparency, and real value.

ESC Wishlist + Save for Later Pricing

• Monthly plan: $5 / month.
• No other tiers specified in the available data.

Value considerations:

• Price point is low, making ESC appealing for merchants with tight budgets who only need basic wishlist/save-for-later functionality.
• Low cost reduces the upside of sophisticated features; merchants should weigh the lack of automation and analytics against the monthly savings.

CP24 Advanced Wishlist Pricing

• FREE: Share wishlist; metrics dashboard; visitor/guest wishlist; welcome & push campaign; up to 100 wishlist items/month; up to 100 push impressions/month.
• BASIC ($2.99 / month): Adds detailed reports, multiple wishlist, price drop & low stock reminders; up to 2K wishlist items/mo; up to 10K push impressions/mo.
• PROFESSIONAL ($9.99 / month): Adds 10K wishlist items/mo; 50K push impressions/mo; unlimited sessions/mo.
• ENTERPRISE ($19.99 / month): Adds 25K wishlist items/mo; 100000K push impressions/mo; unlimited sessions.

Value considerations:

• The free tier provides a lot for very small catalogs or testing. Upgrading to paid tiers unlocks reminders, analytics, and higher limits.
• CP24’s tiers provide an upgrade path as stores grow, making it a scalable option compared to ESC’s single low-cost plan.

Value-for-Money Comparison

• ESC is a low-cost entry with limited public feedback and minimal feature depth.
• CP24 offers a freemium model and graduated tiers for scaling engagement. The availability of price-drop and low-stock reminders, plus web push, increases potential revenue impact per dollar spent.
• In terms of "value for money," CP24 provides broader utility at low price points and a path to scale—this may represent better long-term value for merchants who prioritize re-engagement and analytics.

Integrations and Technical Compatibility

Integration depth affects how a wishlist app fits into an existing martech stack.

ESC Wishlist + Save for Later

• No integrations were listed in the provided metadata. Merchants should expect limited direct integrations and plan for manual processes or additional middleware if connecting wishlist data to email or automation platforms.

CP24 Advanced Wishlist

• Provides web push and mentions compatibility across devices and languages. The app exposes metrics and push impressions, implying some internal analytics and campaign tools, but specific third-party integrations (Klaviyo, Omnisend, etc.) were not listed in the provided data.

Analysis:

• Both apps likely require additional work to integrate wishlist events into advanced workflows (e.g., adding wishlisted items into an email flow in Klaviyo). For merchants who rely on integration with dedicated ESPs, helpdesk tools, or subscription platforms, confirm integration capabilities and available webhooks or APIs before committing.

Implementation, UX, and Theme Compatibility

Installation and Setup

ESC Wishlist + Save for Later

• Marketed as configurable and customizable. The single $5 plan suggests a lightweight install, but publicly available documentation and support responsiveness are unknown given the small review count.

CP24 Advanced Wishlist

• Advertises full configuration and compatibility across devices. The freemium model enables trying the app before upgrading, reducing implementation risk. The presence of a metrics dashboard and push campaign features indicates an onboarding flow for permissions and token capture.

Analysis:

• CP24’s free tier reduces risk for merchants who want to test installation, UX, and campaign reach. ESC’s low cost also reduces risk but lacks the safety net of a free trial tier and robust public feedback.

Front-End Experience

ESC Wishlist + Save for Later

• Focus on design customization and placement under the cart. This front-and-center approach can influence checkout behavior positively.

CP24 Advanced Wishlist

• Emphasizes product-level wishlist counts and add buttons as well as full responsive behavior.

Analysis:

• Both deliver store-facing widgets. ESC’s cart placement is tactical for immediate conversions; CP24’s product-level badges help social proof and discovery. Merchants should choose based on whether immediate checkout nudges or product page social proof is the priority.

Data, Privacy, and Ownership

Data practices and customer token collection have implications for privacy compliance.

ESC Wishlist + Save for Later

• Description doesn’t mention data collection specifics or how wishlists are stored and exported.

CP24 Advanced Wishlist

• Collects push tokens for visitors and customers and uses them for web push campaigns. Merchants should verify how consent is handled, how tokens are stored, and whether the app provides easy export or deletion for privacy compliance.

Analysis:

• Any app that collects push tokens or personal data should be carefully evaluated for GDPR/CCPA compliance and data portability. CP24’s visible use of push tokens suggests an operational model that requires clear consent and opt-out flows. ESC’s limited data disclosures mean merchants should ask the developer about storage and export.

Support, Reviews, and Trust Signals

Public reviews provide limited but useful signals about stability, support, and actual merchant satisfaction.

ESC Wishlist + Save for Later

• Number of Reviews: 2
• Rating: 1 / 5
• Interpretation: Very low review volume and a single-digit rating are red flags. This could indicate issues with reliability, compatibility, support responsiveness, or unmet expectations. Merchants should proceed cautiously and contact the developer with specific compatibility questions before installing.

CP24 Advanced Wishlist

• Number of Reviews: 6
• Rating: 5 / 5
• Interpretation: More reviews and a high rating suggest a better initial experience among users who left feedback. Still, six reviews is a small sample; merchants should validate how recent the reviews are and whether they address support turnaround and stability at scale.

Support considerations:

• For both apps, merchants should verify support channels (email, chat, phone), response SLAs, and availability of documentation or onboarding guides. Active support becomes more important when an app touches checkout flow or customer-facing experiences.

Performance and Scalability

ESC Wishlist + Save for Later

• No explicit limits were specified beyond unlimited wishlists. Merchants should validate behavior for stores with fast-moving catalogs or high unique visitor counts.

CP24 Advanced Wishlist

• Plan tiers specify monthly wishlist item limits and push impression caps, which suggests the vendor anticipates and supports scaling. The enterprise tier expands limits significantly.

Analysis:

• CP24’s tiered limits provide clarity about scaling and cost predictability; ESC’s single plan leaves unknowns about real-world performance at higher traffic levels. Merchants with larger catalogs or higher traffic should favor tools with documented capacity or upgrade paths.

Security and Reliability

Both apps are third-party extensions. Important checks include:

• Availability of backups for stored wishlist data.
• Secure handling of push tokens and personal data.
• Clear documentation on how deletions and GDPR requests are honored.

Because public details are sparse for ESC and limited for CP24 beyond push token collection, merchants must request detailed security documentation and confirm whether the apps use encrypted storage, secure APIs, and follow Shopify’s app best practices.

Ideal Use Cases

This section interprets which merchants are best matched to each app.

ESC Wishlist + Save for Later — Best For:

• Small shops that need a simple "save for later" widget under the cart.
• Merchants prioritizing a minimal monthly expense.
• Stores that rely on checkout nudges rather than advanced automation.

CP24 Advanced Wishlist — Best For:

• Merchants who want automated reminders (price drops, low stock) and web push as retention channels.
• Stores that value cross-device sync and guest wishlist support.
• Brands that want analytics and a clear upgrade path as volume grows.

Pros and Cons — Quick Reference

ESC Wishlist + Save for Later

• Pros:
  • Low monthly cost ($5).
  • Simple cart-level save-for-later placement.
  • Unlimited wishlists per description.
• Cons:
  • Very few public reviews and low rating (2 reviews, 1/5).
  • No advertised automation (price alerts, web push).
  • Limited integration and reporting visibility.

CP24 Advanced Wishlist

• Pros:
  • Freemium model with upgradeable tiers.
  • Price-drop and low-stock reminders; web push campaigns.
  • Guest wishlist and cross-device sync; analytics available.
  • Positive public sentiment (6 reviews, 5/5).
• Cons:
  • Push impression and wishlist item limits tied to pricing tiers.
  • Merchants may need to verify data handling and integration capabilities.

The Alternative: Solving App Fatigue with an All-in-One Platform

Single-purpose apps can be useful but often lead to an accumulation of point solutions that creates "app fatigue." App fatigue shows up as bouncing between multiple interfaces, repeated data silos, recurring subscription costs, and complicated integrations that require engineering time. Wishlist tools are a classic example: a store might run one app for wishlists, another for loyalty, another for reviews, and yet another for push campaigns. Overhead grows quickly.

A different approach is to consolidate retention tools into a single platform that covers loyalty, wishlists, referrals, reviews, and VIP tiers. The "More Growth, Less Stack" model reduces the number of vendors, centralizes customer data, and enables cross-feature workflows without fragile integrations.

Growave follows this philosophy. Its platform bundles Loyalty and Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers into one integrated suite, which reduces the need to install separate single-function apps. For merchants comparing wishlist apps, this matters because wishlist data becomes more valuable when it feeds loyalty programs, referral incentives, and review requests without manual connectors.

• To evaluate whether consolidation makes sense for a specific store, merchants can explore options that allow them to consolidate retention features into fewer vendors and fewer subscriptions.
• Growave enables stores to build loyalty and rewards that drive repeat purchases alongside wishlists so wishlisted behavior can trigger points, discounts, or VIP qualification.
• For sellers focused on social proof, an integrated solution can collect and showcase authentic reviews and tie them to referral or loyalty incentives, increasing conversion lift.

How App Fatigue Shows Up for Wishlists

App fatigue manifests in concrete problems:

• Fragmented customer profiles: wishlist items live in one app, loyalty points in another, and reviews in another, making it hard to create targeted campaigns.
• Increased maintenance: theme updates and API changes may break multiple apps, each requiring separate troubleshooting.
• Rising subscription costs: multiple monthly fees add up, especially when a store scales and pays for overlapping capabilities.
• Lost strategic value: When wishlist signals are siloed, merchants miss opportunities to convert saved intent into purchases through loyalty rewards or personalized referral incentives.

How an Integrated Platform Changes Outcomes

An integrated platform reduces these problems in practical ways:

• Unified customer profiles let merchants trigger workflows like awarding points for adding an item to a wishlist or sending a review request when a wishlisted item is purchased.
• Centralized dashboards provide one place to view wishlist engagement alongside reviews and referral performance.
• Fewer integrations mean less engineering time and lower maintenance burden.
• Bundled pricing can offer better overall value than subscribing to several single-purpose apps.

These benefits are not theoretical. Growave’s platform is built specifically to let merchants use wishlist data as part of a broader retention strategy. The platform supports enterprise-level features and integrations that matter for growing brands.

Features to Look For in an All-in-One Tool

When evaluating an integrated retention stack, merchants should prioritize:

• Native loyalty and referral systems so wishlists can directly influence reward flows.
• Review collection tools that are configurable and can be tied to VIP tiers or referral bonuses.
• Seamless wishlist behavior tracking that integrates with email and push channels.
• Multi-channel integrations (ESP, helpdesk, subscription billing) so behavior can be activated in marketing and customer support.
• Clear pricing and the option to start with a trial before committing.

Merchants evaluating consolidation are encouraged to compare how well a unified tool connects wishlists to broader retention levers. To explore consolidation options and pricing tiers, merchants can consider platforms that allow them to consolidate retention features with a single install from the Shopify App Store.

Growave’s Proposition in Practice

Growave positions itself as a retention platform that reduces the number of vendors needed to manage repeat purchases and customer engagement.

Key practical advantages:

• Combining wishlist data with loyalty and rewards that drive repeat purchases helps convert saved intent into repeat orders.
• Built-in review and UGC tools allow merchants to collect and showcase authentic reviews while using those same customers for referral and VIP programs.
• For higher-growth merchants or enterprise use, Growave offers tailored solutions and integrations for solutions for high-growth Plus brands.

Because Growave is an integrated solution, merchants avoid the friction of stitching wishlist behavior into reward calculations manually. This lowers operational overhead and improves the ability to measure lifetime value improvements.

Pricing and Trial Options

Growave offers tiered plans that scale with merchant needs and includes a free plan and trial to evaluate the platform. Merchants comparing single-purpose wishlist apps should run a side-by-side total cost analysis that includes subscriptions for wishlist, push, loyalty, and reviews. Often, consolidated pricing is more cost-effective once two or more single-purpose apps are required.

For pricing transparency and to compare tiered plans, merchants can view options to consolidate retention features. To test the platform in a live store environment with onboarding support, merchants can install from the Shopify App Store and evaluate how unified data flows reduce manual work.

Customer Stories and Support

Seeing how other merchants use a platform is helpful when deciding whether to consolidate. Growave publishes customer inspiration and case studies that illustrate outcomes after moving from multiple apps to an integrated stack. Merchants can review customer stories from brands scaling retention to validate fit and ROI.

For teams that prefer guided evaluation, an early hands-on step is to Book a personalized demo to see how an integrated retention stack accelerates growth.

(That sentence is a direct call to schedule a demo. It’s intended to be a practical next step for merchants who want a walkthrough.)

Conclusion

For merchants choosing between ESC Wishlist + Save for Later and CP24 Advanced Wishlist, the decision comes down to priorities and growth plans. ESC is a low-cost, simple choice for shops that only need a cart-level save-for-later widget and minimal bells and whistles. CP24 is the stronger pick for merchants who want automated re-engagement (price-drop and low-stock reminders), guest wishlist and cross-device sync, web push, and analytics at an inexpensive scale—making it a better long-term fit for stores that plan to use wishlist behavior as a growth lever.

Both apps have trade-offs: ESC’s minimal price may be attractive but comes with low public trust signals (2 reviews, 1/5 rating) and fewer automation features. CP24 offers a freemium path and clear upgrade options with more features and stronger public feedback (6 reviews, 5/5 rating). Merchants should validate support, data handling, and integration needs before installing either app.

For merchants who want to reduce tool sprawl and unlock more strategic value from wishlist behavior—turning saved intent directly into loyalty, referrals, and reviews—an integrated retention platform is worth evaluating. Growave’s approach bundles wishlists with loyalty, referrals, and reviews so wishlist signals feed into reward systems and re-engagement campaigns without fragile integrations. Merchants can evaluate how to consolidate retention features and explore installation options through the Shopify App Store.

Start a 14-day free trial to see how a unified retention stack simplifies operations and increases lifetime value. (This is a direct invitation to explore Growave’s plans.)

FAQ

Q: Which app is best for a very small store with minimal budget?

• For stores that only need a simple save-for-later widget and must keep monthly costs extremely low, ESC Wishlist + Save for Later’s $5/month plan can be sufficient. However, merchants should consider the low number of public reviews and limited automation. If growth is expected or wishlist signals need to be activated later, evaluating an integrated platform early can reduce migration work.

Q: Which app is better if a store wants price-drop or low-stock alerts?

• CP24 Advanced Wishlist includes price-drop and low-stock reminders in its Basic and higher plans. That makes CP24 the better choice for automated re-engagement based on inventory and pricing triggers.

Q: How does an all-in-one platform compare to specialized wishlist apps?

• An all-in-one platform reduces app fatigue by centralizing wishlist data with loyalty, referrals, reviews, and VIP tiers. This enables cross-feature workflows (for example, awarding points when a product is wishlisted), simplifies maintenance, and often provides better long-term value than subscribing to multiple single-purpose apps.

Q: How should merchants evaluate support and trust before installing either app?

• Check the app’s review history, response to reviews, support channels, and availability of documentation. Ask the developer about data ownership, exportability, and privacy compliance. For apps collecting push tokens or personal data, confirm consent handling and deletion processes.