Gift Reggie vs. Mst: In-Depth Shopify App Comparison

Introduction

Shopify merchants face a common problem: dozens of apps promise similar benefits, but choosing the right one affects conversion, returns, and long-term retention. Two popular options for saving and gifting workflows are Gift Reggie: Gift Registry (focused on registries and wishlists) and Mst: Wishlist + Marketing flow (focused on flexible wishlists and alert automation). Evaluating features, integrations, and long-term value helps merchants pick the right tool without adding unnecessary complexity.

Short answer: Gift Reggie: Gift Registry is an excellent choice for merchants who need a dedicated registry experience—wedding, baby, and event registries with POS support and registry-specific notifications—while Mst: Wishlist + Marketing flow is better for stores that want flexible wishlist behavior, price-drop and back-in-stock alerts, and deep marketing automation. For merchants who want fewer apps and more retention lift, a unified retention platform like Growave often provides better value for money by combining wishlist, loyalty, referrals, and reviews into a single integrated suite.

This post provides a feature-by-feature, evidence-based comparison of Gift Reggie and Mst, covering features, pricing, integrations, UX, support, and real-world fit. After an objective appraisal, the article explains how consolidating multiple point solutions into a single platform can reduce "app fatigue" and improve long-term customer lifetime value.

Gift Reggie: Gift Registry vs. Mst: Wishlist + Marketing flow: At a Glance

Deep Dive Comparison

What each app is optimized to do

Gift Reggie: Registry-first functionality

Gift Reggie is built around the registry concept—create a hub for gifts tied to events and enable invited guests to buy directly from those lists. That focus changes how features are prioritized:

• Registry templates and pages that match store themes
• Management for registries (public/private, password-protected on some plans)
• Registry-specific notifications for customers and staff
• POS support for in-person contributions or purchases
• Stock tracking and warnings for registry items (professional tiers)

This makes Gift Reggie a purpose-built tool for events where a registry creates direct purchase intent and reduces returns by directing customers to choice-driven purchases.

Mst: Wishlist + Marketing flow — wishlist + alerts + marketing

Mst takes a different approach: it treats wishlist behavior as a core conversion lever and extends it into marketing touchpoints:

• Unlimited items and customers
• Multiple wishlists per user and guest wishlist support
• Price-drop and back-in-stock alerts via email, SMS, and push
• Deep customization (Liquid templates, HTML/CSS)
• API and headless theme support and multi-currency/multi-language compatibility
• Integrations with Klaviyo, PushOwl, and others for marketing automation

Mst is constructed for stores that want wishlists to feed into lifecycle marketing and notification-based recovery flows.

Features Compared

Wishlist and Registry Capabilities

Gift Reggie

• Designed for registries plus wishlist functionality.
• Registry-specific UX for events (bridal/baby) with social sharing and email-based invites.
• Registry quotas depending on plan (free registries vary by tier).
• POS integration allows in-store completion for registry purchases.

Mst

• Unlimited wishlists per customer and unlimited items.
• Guest wishlist support so non-account users can save items.
• Multiple UI options, fully customizable wishlist pages.
• Not registry-focused, but wishlist flexibility can be repurposed for event lists with custom work.

How this affects merchants

• For brands with event-driven demand (bridal boutiques, baby stores), a registry-first UX reduces friction for group gifting and can increase average order value per event.
• For high-traffic general retail stores that need saved-item recovery flows, Mst’s alert features are more directly tied to conversion recovery.

Marketing Automations and Alerts

Gift Reggie

• Email notifications for registry actions; customizable templates.
• Registry messaging and social sharing options at certain tiers.
• More focused on registry lifecycle communication than cross-channel alerting.

Mst

• Price drop and back-in-stock alerts across email, SMS, and push.
• Tight integrations with marketing tools like Klaviyo and PushOwl make it a good fit for automated flows.
• These alert primitives are valuable for recovering demand and re-igniting interest.

Practical takeaway: If push/pull alerting (price drops, restocks) is a priority for recovering wishlist intent, Mst is more marketing-ready out of the box.

Customization & Theming

Gift Reggie

• Adapts to store theme and provides styling options to match brand.
• Some content customization is gated behind higher tiers.

Mst

• Full control via Liquid, HTML, and CSS allowing deep theme matching.
• Multiple UI templates and headless support give developers flexibility for advanced storefronts.

Stores that prioritize pixel-perfect design and headless architectures will find Mst easier to tailor.

POS and In-Store Support

Gift Reggie

• Explicit POS support on Expert plan; useful for stores who sell both online and offline.
• Staff email notifications and line-item tracking align with in-store registry transactions.

Mst

• Focused on digital alerts and online wishlist behavior; POS support is not a highlighted feature.

If a brand needs in-person registry management and staff workflows, Gift Reggie has a clear advantage.

Inventory and Stock Handling

Gift Reggie

• Stock tracking and warnings included in mid-to-high tiers, which helps prevent overselling from registries.

Mst

• Works with product availability and sends back-in-stock notifications, but registry-specific stock tracking is not a built-in registry concept.

Registry use cases demand stricter stock controls; Gift Reggie is built for that.

Pricing & Value for Money

Gift Reggie Pricing Snapshot

• Basic — $9/month: 7-day trial, 5 free registries, unlimited wishlists, styling, social sharing, email notifications.
• Essentials — $15/month: 7-day trial, 25 free registries, password-protected registries, email sharing, registry messaging.
• Professional — $30/month: 30-day trial, 50 free registries, customizable content, stock tracking/warnings.
• Expert — $40/month: 30-day trial, 100 free registries, POS support, custom line item tracking, API access.

Value considerations

• Registry caps scale with price. Stores with many events or high registry volume will need higher tiers.
• POS and API access only appear on higher plans, so larger merchants should compare incremental value to fee increases.

Mst Pricing Snapshot

• Monthly — $2/month: One fixed cost for all features, unlimited wishlist items and customers.
• Simplicity and low price point put many features into a single tier, reducing decision overhead.

Value considerations

• Mst's low fixed cost is attractive for tight budgets and stores that want all features without tier gates.
• For merchants who require alerting and integrations, Mst provides very strong value for money at the price.

Direct comparison on value for money

• Gift Reggie offers specialized registry controls but limits registries on lower tiers; stores paying for registries and POS may find higher plans necessary.
• Mst presents a better value proposition for stores focused on wishlists and alert-based marketing, given its low flat price for all features.
• Merchants must weigh the need for registry-specific flows (Gift Reggie) versus broad wishlist and alert functionality (Mst) to decide which gives better value.

Integrations & Ecosystem Fit

Gift Reggie Integrations

• Shopify POS, Customer accounts, Shopify Flow, Langify.
• Registry data is managed directly within Shopify—useful for merchants that want a tight Shopify-native experience.

Mst Integrations

• Klaviyo (email & SMS), PushOwl/Brevo (push/email/SMS), Shopify Flow, APPS for mobile/AMP, headless themes.
• API and headless support caters to merchants with mature marketing stacks and headless storefronts.

Integration takeaway

• Mst integrates more deeply into marketing stacks and omnichannel alerting, enabling lifecycle automations.
• Gift Reggie’s Shopify-native focus makes it straightforward for merchants who prefer native POS and Shopify Flow interactions.

Implementation, Setup, and Usability

Onboarding and Setup

Gift Reggie

• Setup centers around creating registry templates and configuring email notifications.
• Theme adaptation is automatic in many cases, but customizations are possible.

Mst

• Setup includes embedding wishlist UI, configuring alerts, and connecting marketing tools (Klaviyo/PushOwl).
• Developers may prefer Mst for headless or custom front-ends due to Liquid and API support.

Merchant experience

• Stores without a technical resource will find Gift Reggie’s theme-adaptive approach simpler.
• Stores that already use Klaviyo, push, and advanced flows will get faster ROI from Mst.

Time to Value

• Gift Reggie produces visible registry pages quickly, which is useful for seasonal or event-driven campaigns.
• Mst’s alert-driven conversion improvements rely on integration with marketing platforms; merchants must set up flows to see lift.

Reporting, Analytics & Impact on Sales

Gift Reggie

• Tracks registry activity and stock warnings (higher tiers).
• Reporting tends to be registry-centered (e.g., items claimed, contributions).

Mst

• Enables reporting through connected tools (Klaviyo, PushOwl) and can feed wishlist behaviour into marketing analytics.
• Price drop/back-in-stock alerts can be measured for conversion lift via email/SMS analytics.

Which drives sales more effectively?

• For immediate increases in high-margin event sales (bridal, baby), Gift Reggie’s registry workflows are tailored to convert group intent.
• For ongoing wishlist-driven recovery and reactivation, Mst’s alerts are more likely to boost conversion rate and lower cart abandonment over time.

Support, Stability, and Reviews

• Gift Reggie: 172 reviews with a 4.8 rating — suggests consistent satisfaction, particularly around registry features and support.
• Mst: 150 reviews with a 4.7 rating — strong scores that indicate reliable wishlist and alert functionality.
• Both apps show positive public feedback; merchants should review support response times and changelogs for critical requirements.

Growave context

• For comparison, Growave has 1,197 reviews at a 4.8 rating, indicating broad adoption and maturity across loyalty, reviews, referrals, and wishlist features.

Technical Considerations: APIs, Headless, and Data Ownership

• Mst has API and headless theme support, making it a better fit when the wishlist must be part of a decoupled front end or integrated into custom flows.
• Gift Reggie provides API access only on Expert plan—sufficient for many merchants but gated behind higher cost.
• Data portability and ownership depend on app exports and Shopify’s data model; merchants should verify export formats for customer and wishlist/registry data.

Compliance and Privacy

• Both apps use Shopify’s ecosystem and are subject to Shopify’s app policies. For SMS and push notifications, merchants must ensure consent and comply with relevant regulations (TCPA, GDPR).
• When integrating with third-party mail/SMS providers (Klaviyo, Brevo), merchants should ensure compliant opt-ins.

Security and Reliability

• Evaluate apps based on recent changelogs, uptime history, and how they handle product and order modifications. Registry involves transactions tied to multiple buyers, so transactional integrity is important.

Migration and Lock-In

• Moving from a specialized registry to another solution often requires mapping registry items, purchaser records, and any custom line item properties.
• Gift Reggie’s API on higher plans helps reduce migration friction, while Mst’s API/headless support can ease integration into a larger custom stack.

Use Cases and Decision Guide

When Gift Reggie is the best fit

• Merchant sells event-driven products (bridal shops, baby stores, event gifts).
• In-store and POS registry management is required for guest purchases or boutique assistance.
• The store wants a registry UX that minimizes returns and channels group gifting into full-price purchases.
• Accepts paying for higher tiers to access POS and API features.

When Mst is the best fit

• Merchant wants flexible wishlists with multiple lists and guest saving.
• Price-drop and back-in-stock alerts are a core strategy to recover demand.
• The store already uses Klaviyo, PushOwl, or similar and plans to route wishlist signals into lifecycle automations.
• Headless or highly customized storefronts require API and Liquid-level control.

When neither single app is ideal

• Merchant needs loyalty, referrals, reviews, and wishlist features together to increase retention and LTV without adding multiple apps.
• High-growth merchants on Shopify Plus require enterprise-level integrations and centralized retention workflows.

Pros & Cons (Concise Summary)

Gift Reggie — Pros

• Tailored registry experience (bridal, baby, event).
• POS and staff notifications for in-person purchases.
• Strong user satisfaction (4.8 from 172 reviews).
• Registry-specific features reduce returns and increase full-price sales.

Gift Reggie — Cons

• Registry limits on lower tiers require upgrades as volume grows.
• Marketing automation (price-drop alerts) is not a primary focus—requires external tools for advanced flows.
• Some developer-friendly features gated to higher plans.

Mst — Pros

• Extremely flexible wishlists with unlimited items and customers at a low price.
• Built-in price-drop and back-in-stock alerts across channels.
• Headless and API support for custom storefronts.
• Integrations with Klaviyo and push providers streamline lifecycle marketing.

Mst — Cons

• Not registry-focused; replicating event registries needs custom work.
• POS and in-person registry workflows are not emphasized.
• Smaller review base though still high-rated (4.7 from 150 reviews).

Pricing Scenarios (Practical Examples Without Fictional Stories)

• Small boutique that runs bridal events once a month and needs POS-based registry management: Gift Reggie’s Basic or Essentials plan might suffice initially, but growing registry volume will push to Professional/Expert for POS and API.
• Mid-size general retailer wanting to recover wishlist intent with automated alerts and has a small marketing team using Klaviyo: Mst’s low fixed price provides immediate access to alerts and integrations, delivering high value for money.
• Fast-scaling merchant who wants to consolidate retention tools (loyalty, wishlist, referrals, reviews) to reduce monthly app overhead and complexity: an integrated platform that bundles these features usually becomes more cost-effective as the store adds channels and customer lifecycle programs.

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

App fatigue is real: adding single-purpose tools for wishlists, reviews, loyalty, referrals, and alerts creates hidden costs—multiple monthly fees, duplicate customer data, repeated integration work, and more points of failure. The result is a fragmented retention stack and growing maintenance burden.

Consolidation reduces complexity and improves LTV because retention features work better when they share a customer profile and data model. A unified platform centralizes reward logic, wishlists, review collection, and referral tracking so lifecycle programs can be orchestrated from a single source of truth.

Growave’s "More Growth, Less Stack" philosophy addresses this by combining wishlist, loyalty, referrals, and reviews in one integrated suite. Merchants can reduce tool sprawl and run cross-program campaigns without stitching data across multiple apps.

• For merchants who want to consolidate retention features, see how to consolidate retention features into a single plan that scales with order volume.
• Growave includes loyalty and rewards that drive repeat purchases and rebuilds customer lifetime value by incentivizing repeat behavior.
• The platform also helps merchants collect and showcase authentic reviews to build social proof and improve conversion.

Why consolidation matters

• Shared customer profiles: wishlists, reward balances, referral activity, and reviews are tied to the same identity, enabling targeted campaigns that lift repeat purchase rates.
• Lower integration overhead: one connection to email, SMS, or push providers reduces complexity and speeds time-to-value.
• Better attribution: measure how loyalty or wishlist nudges impact repeat rates without reconciling multiple data sources.

How Growave maps to gaps left by Gift Reggie and Mst

• Wishlist: Provides wishlist capabilities comparable to Mst, but within the same suite that manages loyalty and referrals.
• Registry-like workflows: While built primarily for wishlists and retention, Growave’s wishlist can be configured for event use and tied to loyalty and VIP tiers to reward contributors.
• Marketing and alerts: Integrations connect wishlist activity to email/SMS flows without adding separate alerting apps.
• Reviews & UGC: Automates review collection and showcases social proof on product pages.
• POS and enterprise: Offers scalable plans and integrations that support Shopify Plus and checkout-level customizations.

For merchants evaluating consolidation, compare implementation time and ongoing maintenance for two paths:

• Multiple single-purpose apps (Gift Reggie + Mst + reviews + loyalty): faster to launch single functions but adds operational overhead.
• One integrated solution: slightly larger initial configuration but much lower ongoing cost and better data cohesion.

Explore consolidation options and pricing to evaluate ROI: merchants can compare plans that bundle retention features and scale with order volume through pricing and plan comparisons. For stores that prefer to try the platform hands-on, a demo is often the fastest route to an apples-to-apples evaluation—book a personalized demo to see how integrated programs operate in practice.

Additional resources for consolidation

• For inspiration from brands that consolidated their retention stack, review customer stories from brands scaling retention.
• For merchants on larger platforms requiring enterprise features, see tailored options for solutions for high-growth Plus brands.

Book a personalized demo to see how an integrated retention stack accelerates growth.

Further detail on Growave’s components (contextual links appear below)

• Growave’s loyalty engine provides configurable points, tiers, and custom reward actions that integrate with wishlist behavior to convert saved items into repeat purchases. Retailers can learn how this works by exploring loyalty and rewards that drive repeat purchases.
• The review module automates collection and enables display of authentic content across product pages, social feeds, and marketing templates—helpful for merchants focused on conversion optimization via social proof. Merchants can get a sense of capabilities by looking at how to collect and showcase authentic reviews.

Implementation mechanics and plan alignment

• Growave offers tiered plans that scale from entry-level to enterprise. Merchants can model expected costs and feature coverage by reviewing consolidate retention features.
• For stores unfamiliar with integrated platforms, vendor teams typically offer migration guidance and onboarding—book a personalized demo to discuss migration from existing wishlist or registry apps and see recommended setups.

Why this approach reduces technical debt

• Fewer apps mean fewer webhooks, fewer duplicate lists, and a single support channel for retention-related questions.
• Centralized reporting gives clearer ROI signals for programs like points-for-wishlist-referrals or discount-triggered wishlists.

Implementation Checklist for Merchants Choosing Between Options

When deciding among Gift Reggie, Mst, or an integrated platform, consider the following (use as a practical evaluation checklist during trials):

• Business model fit: Are purchases event-driven (registries) or repetitive and lifecycle-driven (wishlists + alerts)?
• POS requirements: Is in-store registry handling required?
• Marketing stack compatibility: Does the app integrate natively with existing email/SMS providers?
• Customization needs: Is Liquid, API, or headless support necessary?
• Data consolidation: Is having wishlist, loyalty, and reviews in a single profile a priority?
• Budget and value: Does the combined cost of multiple apps outweigh a single integrated solution’s fee?
• Support and SLAs: What are acceptable response times and onboarding support levels for the store?
• Scalability: Can the app handle the merchant’s order volume and enterprise needs over time?

Answering these questions against each app’s capabilities provides a practical route to a decision that aligns with growth goals and operational constraints.

Conclusion

For merchants choosing between Gift Reggie: Gift Registry and Mst: Wishlist + Marketing flow, the decision comes down to use case:

• Gift Reggie is best for merchants who need a dedicated registry experience with POS support and registry-focused management—ideal for bridal, baby, and event-driven retailers who value in-person and group gifting workflows.
• Mst is best for merchants that need flexible wishlist behavior, unlimited wishlist capacity, and built-in alert automation that ties directly into lifecycle marketing platforms like Klaviyo.

Both apps have strong user satisfaction (Gift Reggie: 4.8 with 172 reviews; Mst: 4.7 with 150 reviews) and deliver reliable value for their respective niches. However, stores that want to reduce app sprawl and run coordinated retention programs—combining wishlist, loyalty, referrals, and reviews—should evaluate an integrated platform.

Growave positions itself as that consolidated solution: it combines wishlist capabilities with loyalty and rewards, referrals, and review automation under one platform to reduce overhead and improve lifetime value. Merchants interested in comparing consolidated retention features and pricing can explore how to consolidate retention features. To see feature fit with specific business needs, merchants can add the app to Shopify for a hands-on trial or request a tailored walkthrough.

Start a 14-day free trial to explore how a unified retention stack reduces app fatigue and increases repeat purchases. Start a 14-day free trial

FAQ

What are the primary differences between Gift Reggie and Mst?

• Gift Reggie centers on event registries with POS support and registry lifecycle communication; it’s tailored for bridal and baby registries. Mst focuses on flexible wishlists, unlimited items, and alerting (price-drop and back-in-stock) with integrations into marketing tools. Choose based on whether the core need is registries or alert-driven wishlist conversions.

Which app is better value for money?

• “Value” depends on objectives: Mst offers broad wishlist and alert features at a low fixed cost, making it excellent value for wishlists and marketing automation. Gift Reggie delivers specialized registry workflows that can justify higher plan costs for event-heavy stores. For many merchants, consolidating multiple retention functions into one platform offers better value for money over time.

Can either app replace a loyalty or reviews app?

• Neither Gift Reggie nor Mst is designed to replace a full loyalty or reviews solution. Both serve wishlist/registry and alert roles. Merchants who want loyalty, referral, and review automation in addition to wishlists should evaluate integrated platforms that bundle these features.

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

• An all-in-one platform reduces integration overhead, shares customer data across programs, and simplifies reporting—resulting in faster iteration on retention strategies and potentially higher LTV. Specialized apps can be faster to deploy for a single use case, but they create cumulative costs and data siloes as a merchant adopts more tools. For merchants ready to build coordinated retention programs, consolidation often yields better long-term ROI.