ESC Wishlist + Save for Later vs. Folio: Wishlist — In-Depth Comparison

Introduction

Choosing the right wishlist app for a Shopify store can feel like a small decision with big consequences. A wishlist can increase conversions, improve email segmentation, and recover abandoned intent — but a poorly chosen solution can add technical debt, confuse customers, and fragment marketing data.

Short answer: ESC Wishlist + Save for Later is a very basic, low-cost option focused on saving items under the cart and social sharing; Folio: Wishlist is positioned as a slightly more feature-rich wishlist with analytics and tiered plans. For merchants who want a simple wishlist with minimal setup, ESC can suffice; for stores that need dashboard analytics and more customization, Folio offers more capabilities. For brands that want retention features beyond a single-purpose wishlist, an integrated platform like Growave often represents better value for money.

This article provides an in-depth, feature-by-feature comparison of ESC Wishlist + Save for Later (Eastside Co®) and Folio: Wishlist (Folio3 Software Inc.), covering features, pricing, integrations, usability, reporting, and support so merchants can select the right tool for their goals.

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

Deep Dive Comparison

Feature Set

Core wishlist functionality

ESC Wishlist + Save for Later

• Saves items under the cart so customers see saved items at checkout.
• Allows unlimited wishlists for categorization.
• Social sharing of wishlist items.

Folio: Wishlist

• Stores customer-selected items whether purchased or not.
• Guest wishlist support and public wishlist counts.
• Shareable lists and wishlist icon on collection pages (Premium).
• Dashboard analytics for wishlist activity.

Analysis: Both solutions provide the fundamental wishlist capability: bookmark products and allow customers to return to them later. ESC focuses on the cart-adjacent save-for-later UX, which can nudge conversion at checkout. Folio extends the feature set to include analytics and visibility on collection pages, which can increase discovery and support remarketing.

Practical outcome:

• If checkout nudges and a lightweight save-for-later experience are the priority, ESC aligns directly with that outcome.
• If tracking which products enter wishlists, guest behavior, and adding wishlist CTAs on collection pages are important, Folio’s analytics and UI coverage deliver higher utility.

Sharing and social reach

ESC

• Built-in social sharing to widen brand reach.

Folio

• Share wishlist capability; supports public wishlist counts.

Analysis: Both apps support social sharing. ESC emphasizes free social reach, a simple mechanism to increase brand exposure. Folio adds public counts and guest wishlist features that can create social proof directly on the storefront.

Practical outcome:

• For simple, occasional sharing, ESC is adequate.
• For leveraging wishlists as a social proof signal on product or collection pages, Folio provides more hooks.

Analytics and reporting

ESC

• Appears to be lightweight; no public mention of a merchant dashboard or analytics beyond basic saved-items placement.

Folio

• Explicit dashboard analytics tracking wishlist growth in real time and user behavior.

Analysis: Analytics are a distinguishing factor. Folio lists a dashboard to monitor new and existing customers adding products to wishlists. ESC lacks a clear analytics offering based on available information and user signals.

Practical outcome:

• For stores that use wishlist data in email marketing, segmentation, or product planning, Folio returns greater value.
• Stores seeking minimal setup and low complexity might accept the trade-off for ESC’s simplicity.

Customization and UX

ESC

• "Broad range" of appearance customization; unlimited wishlists allow customer-organized lists.

Folio

• Customizable wishlist button color and text; Premium adds icon on collection pages and more design control.

Analysis: Both apps support UI customization, but Folio’s tiered approach lists specific button-level controls and storefront placements. ESC promises broad customization but lacks clearly listed granular controls.

Practical outcome:

• If brand consistency and precise CTA visuals are crucial, Folio’s documented options reduce implementation risk.
• If acceptable to use a simpler visual treatment, ESC can be configured to fit basic themes.

Cart & Checkout behavior

ESC

• Places "saved for later" under the cart; next time customers are at checkout, their saved items appear — one-click purchase path.

Folio

• Wishlist features appear across product pages and collection pages (Premium), but explicit cart placement is not emphasized.

Analysis: ESC is optimized for converting intent at checkout, shortening the path from wishlist to purchase. Folio focuses on discovery and tracking rather than cart-level nudges.

Practical outcome:

• For stores with high checkout volume and focus on recovering near-conversion visitors, ESC’s cart placement can drive incremental purchases.
• For stores focused on top-of-funnel engagement and capturing intent earlier, Folio provides placement versatility.

Pricing & Value

ESC Wishlist + Save for Later pricing

• Monthly plan: $5 / month.

ESC’s single, low-cost plan makes it a low-friction financial choice. It is positioned as a budget-friendly single-purpose tool.

Value considerations:

• Low monthly fee keeps operating costs minimal.
• Limited public data on advanced features or premium support means possible trade-offs for analytics or integrations.

Folio: Wishlist pricing

• Basic: $6.99 / month (up to 1,000 items, button customization, share wishlist, guest wishlist, public wishlist count).
• Premium: $12.99 / month (All Basic + unlimited wishlist, unlimited items, wishlist icon on collection page).

Value considerations:

• Tiered pricing offers scaling as wishlist use grows.
• Premium adds unlimited items and storefront visibility features that are useful for higher-volume stores.
• The higher price relative to ESC brings analytics and more control.

Price-to-value comparison

• ESC is cheaper and potentially the best value when the only goal is a simple save-for-later function positioned at checkout.
• Folio costs more but offers analytics and display flexibility; it delivers better ROI where wishlist data informs marketing or merchandising.

Practical decision rule:

• For stores with modest wishlist use and tight budgets, ESC is cost-efficient.
• For merchants planning to use wishlist data in email campaigns, retargeting, or merchandising decisions, Folio gives better value for money.

Integrations & Technical Compatibility

ESC Wishlist + Save for Later

• No public list of deep integrations beyond storefront placement and cart/checkout behavior.
• Likely lightweight and less likely to conflict with other apps due to limited scope.

Folio: Wishlist

• Dashboard and store-side features reported; no public list of third-party integrations like ESPs or CRMs in the available data.

Analysis: Neither app advertises broad third-party integrations in the available descriptions. That can be acceptable for many stores, but it also limits automated workflows (e.g., automatically adding wishlist events to Klaviyo segments).

Practical outcome:

• If a store relies heavily on email automation or needs wishlist events to flow into an ESP/CRM, an integration-capable solution or custom webhook support will be necessary. When this is a requirement, merchants should verify with each developer before committing.

Setup, Implementation & Store Performance

ESC

• Small app size and single-purpose focus usually translate to easier setup and fewer theme edits.
• The cart-level placement suggests a specific implementation touchpoint, which may be straightforward for standard themes.

Folio

• Dashboard, collection page icons, and button customization may require more configuration.
• Premium features that alter collection pages could demand additional theme tweaks.

Practical outcome:

• Stores seeking a plug-and-play wishlist with minimal implementation time might favor ESC.
• Stores willing to invest a bit more setup time to gain analytics and broader placement will find Folio worthwhile.

Support & Trust Signals

ESC

• Shopify listing shows 2 reviews with a 1-star rating — a weak trust signal. Low review counts limit reliability of social proof.
• Developer: Eastside Co®.

Folio

• Shopify listing shows 0 reviews and a 0 rating — no recorded social proof at the moment.
• Developer: Folio3 Software Inc.

Analysis: Both listings lack robust user feedback on the Shopify App Store, which creates uncertainty about long-term reliability, update cadence, and responsive support. For merchants, low review counts mean additional due diligence — contact the developer, request references, or trial extensively before rolling out.

Practical outcome:

• Before committing, test both apps in a development or duplicate theme and validate how the wishlist interacts with the store’s theme, cart, and key apps.
• Confirm expected behavior on mobile, theme customizations, and whether the developer will assist with integration tasks.

Data Ownership, Privacy & Compliance

Both apps are wishlist-focused and will capture customer actions. Important merchant questions:

• Where is wishlist data stored?
• Is data export available for marketing segmentation?
• Are wishlists associated with customer accounts or stored server-side only?
• How do guest wishlist features store data, and what is the retention policy?

Given the lack of detailed public documentation for both apps, merchants should verify these points directly with each developer. For stores subject to strict compliance rules (GDPR, CCPA), ensure that vow-to-delete requests and data portability are supported.

Security and Performance Impact

Lightweight wishlist apps typically have minimal performance impact, but implementation details matter:

• Inline scripts and AJAX calls should be optimized.
• Both apps should be tested for page speed impact, especially on collection and product pages.

Recommended checklist:

• Run Lighthouse or a similar tool before and after installation.
• Test on mobile and desktop across regions.
• Check for conflicts with other third-party scripts (e.g., page builders, personalization tools).

Use Cases, Merchant Profiles, and Decision Guidance

• Small catalog, low traffic, single-purpose need:
  • ESC is attractive due to $5/month pricing and a simple save-for-later placement under the cart.
• Mid-market store that uses wishlist data to power email campaigns or merchandising:
  • Folio’s analytics and customizable display on collection pages offer tangible benefits.
• High-growth brand or omnichannel merchant that needs retention features bundled (loyalty, referrals, reviews) and robust integrations:
  • Neither ESC nor Folio is a full retention stack; an integrated platform will reduce app sprawl and centralize data.

Practical decision pointers:

• Prioritize business outcomes over feature lists. If the goal is immediate conversion lift at checkout, ESC may be sufficient. If the goal is to capture and act on wishlist signals, Folio is a better match.
• For long-term retention and broader lifecycle marketing, consider an integrated solution that pools wishlist data with loyalty, reviews, and referrals.

Migration & Exit Strategy

Important to plan for app exit:

• Confirm whether wishlists are exportable in CSV or via API.
• Ensure customer-visible wishlist links or buttons can be removed cleanly without leaving broken UI.
• If wishlists are tied to customer accounts or order history, verify data mapping and preservation options.

Neither app lists explicit export or API features in public descriptions, so merchants must confirm these capabilities before adoption.

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

App fatigue is real. As a store scales, single-purpose apps multiply: wishlist, loyalty, reviews, referrals, VIP tiers, analytics. Each new app brings more admin, separate dashboards, potential theme conflicts, and fragmented customer data. This fragmentation increases operational costs and slows down data-driven decision making.

An alternative approach is consolidation: fewer apps, integrated data, and unified support. Growave’s philosophy — "More Growth, Less Stack" — is designed to solve app fatigue by combining multiple retention tools into one platform.

Growave is a unified retention platform that bundles Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers. For merchants looking to consolidate retention features while preserving flexibility, this model reduces complexity and strengthens outcomes such as higher repeat purchases and longer customer lifetime value.

Key advantages of a consolidated platform:

• Single source of truth for customer engagement data, improving segmentation accuracy.
• Unified loyalty and wishlist signals that can trigger automated rewards or targeted campaigns.
• Fewer theme edits and script conflicts when most features come from the same vendor.
• Streamlined support and onboarding.

Growave’s product suite enables merchants to build loyalty and rewards that drive repeat purchases and to collect and showcase authentic reviews, both of which complement wishlist functionality. That integrated approach means wishlist actions can directly feed loyalty incentives and review prompts without complex middleware.

Practical linkages and how they help:

• Wishlist → Loyalty: Add points or a reward action when a customer creates a wishlist or adds a certain number of items, increasing LTV.
• Wishlist → Reviews: Prompt customers who purchased wishlist items to leave reviews, improving conversion rates.
• Wishlist → Referrals: Allow customers to share curated wishlists as referral assets, rewarding both referrer and new customer.

For merchants who need to evaluate plans and costs across this integrated stack, it’s straightforward to compare Growave plans and pricing to see where features align with business needs. Consolidating retention features often increases the per-app ROI because multiple strategies are coordinated under one platform.

Implementation and verification:

• For stores on Shopify Plus or those needing enterprise capabilities, review specific integrations and headless options for scale. Growave lists capabilities for solutions for high-growth Plus brands, including checkout extensions and API/SDK access.
• For merchants who prefer to see the product in action, book a personalized demo to see how an integrated retention stack accelerates growth. (Hard CTA)

Repeated contextual links (examples of how consolidation shows up in practice):

• Merchants can consolidate retention features under a single billing and support relationship.
• Teams that want to integrate loyalty benefits with wishlist behavior can explore how to customize loyalty programs.
• Merchants looking to surface social proof alongside wishlists should evaluate how to collect and showcase authentic reviews within the same suite.
• To verify fit and pricing, compare plans to consolidate retention features according to order volume and desired capabilities.
• For immediate installation, merchants can install Growave from the Shopify App Store and evaluate the app in the store environment.

Why this matters for outcomes

• Retention-focused metrics like repeat purchase rate and average order value improve when loyalty, referrals, wishlists, and reviews feed each other.
• Centralized customer profiles mean marketing automation can trigger more relevant messages: a wishlist event can generate a personalized reward or a review request.
• Reducing the number of third-party vendor relationships simplifies troubleshooting and accelerates launch timelines.

Secondary features that compound value

• Growave supports VIP tiers and custom reward actions that help translate wishlist behavior into long-term engagement.
• The platform’s review and UGC tools enable merchants to leverage social proof from customers who saved and purchased wishlist items.
• Integrations with common tools (ESP, customer service, subscriptions) help wishlist events to flow into existing workflows without bespoke engineering.

Merchant checklist when migrating to a consolidated platform

• Audit current apps and identify overlapping capabilities that can be retired once the consolidated platform is live.
• Map wishlist events to desired loyalty triggers, review prompts, and email flows.
• Validate data export/import options and confirm data ownership and privacy controls.
• Pilot the integrated setup in a staging environment and measure the combined impact on LTV and repeat purchase rates.

For many merchants, the question is less about whether a wishlist adds value and more about how that wishlist sits inside a broader retention strategy. Consolidation into a single retention platform reduces overhead and improves the effectiveness of each tactic.

Comparative Summary: Which App Is Best For Which Merchant

• Best for minimal cost and checkout-focused conversion: ESC Wishlist + Save for Later ($5/month). It has a simple implementation and places saved items under the cart to create a near-checkout path for saved products.
• Best for wishlist analytics and storefront flexibility: Folio: Wishlist (from $6.99 to $12.99/month). It offers dashboard analytics, guest wishlist support, and collection page icons on the Premium plan.
• Best for long-term retention and scaling beyond a wishlist: Growave — an integrated solution that combines wishlist capability with loyalty, referrals, and reviews to drive repeat purchases and higher customer lifetime value.

Implementation Tips and Best Practices

• Test before full rollout: Install the app on a duplicate theme or a development store to validate appearance and performance.
• Mobile-first checks: Ensure wishlist buttons, dashboards, and sharing flows work smoothly on mobile and across popular devices.
• Use wishlists as a data source: If the app provides analytics or exports, feed that data into segmentation and email automation for triggered campaigns.
• Respect privacy: For guest wishlists, verify data retention policies and provide clear instructions for customers to delete their data if needed.
• Consolidate where it saves time: If a wishlist is the only retention tool, a single-purpose app may be fine. If loyalty, referrals, and reviews are also strategic, consider a consolidated platform to reduce friction.

Conclusion

For merchants choosing between ESC Wishlist + Save for Later and Folio: Wishlist, the decision comes down to scope and long-term strategy. ESC is a budget-friendly, minimal solution that places saved items under the cart to nudge conversions. Folio provides richer tracking, guest support, and extra storefront placements for stores that will act on wishlist data. Neither app offers a full retention stack, so merchants that plan to rely on wishlists as part of a broader engagement strategy should evaluate integrated platforms.

Consolidating retention features reduces tool sprawl and improves outcomes. Growave offers a unified approach that ties wishlist actions to loyalty, reviews, referrals, and VIP programs — a model that simplifies operations while amplifying retention results. To explore how an integrated suite could replace multiple single-purpose apps and increase lifetime value, compare Growave plans and pricing.

Start a 14-day free trial to test Growave’s unified retention suite and see if fewer apps with broader capabilities is the right path for scaling retention. (Hard CTA)

FAQ

Q: Which app is simpler to set up for a small store?

• ESC Wishlist + Save for Later is the simpler, lower-cost option for merchants who want a basic save-for-later experience, especially if the priority is a checkout-facing nudge.

Q: Which app gives better analytics for wishlist behavior?

• Folio: Wishlist explicitly offers a dashboard and analytics for wishlist activity, making it the better choice when tracking and acting on wishlist data is important.

Q: How should a merchant choose between a single-purpose wishlist app and an all-in-one platform?

• Evaluate goals: if the wishlist is a one-off UX enhancement, a single-purpose app can be cost-effective. If wishlists will inform loyalty programs, email segments, or merchandising, an all-in-one platform that consolidates those features is often a better long-term investment. For a centralized retention approach, consider how a platform can consolidate retention features.

Q: Can wishlist data be used to drive loyalty and reviews?

• Yes. When wishlist events are integrated with loyalty and reviews, merchants can create rewards tied to wishlist behavior and follow up with review requests post-purchase. Merchants can explore how to customize loyalty programs and collect and showcase authentic reviews within a single platform.