Mst: Wishlist + Marketing Flow vs. Curaboard: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a common dilemma for Shopify merchants. With hundreds of options on the App Store, the decision boils down to trade-offs between feature depth, ease of use, integrations, and long-term value. This comparison focuses on two wishlist-focused solutions: Mst: Wishlist + Marketing flow (by Mascot Software Technologies Pvt. Ltd) and Curaboard.

Short answer: Mst: Wishlist + Marketing flow is an excellent choice for merchants who need a focused, fully customizable wishlist with solid notification features and a very low monthly cost. Curaboard promises social and global wishlist features and ghost-account tracking, which can help stores that want broader cross-site discovery and social sharing. For merchants who want the advantages of both wishlist features and broader retention tools—loyalty, referrals, reviews, and VIP tiers—an integrated solution like Growave typically delivers better value for money and reduces the overhead of multiple single-purpose apps.

This article provides a feature-by-feature, use-case-driven comparison of Mst: Wishlist + Marketing flow and Curaboard, followed by a practical discussion of when an all-in-one platform is a smarter choice. The goal is to help merchants choose the right tool for retention, repeat purchases, and long-term customer value.

Mst: Wishlist + Marketing flow vs. Curaboard: At a Glance

Deep Dive Comparison

Product Positioning and Target Merchant

Mst: Wishlist + Marketing flow — Where it fits

Mst: Wishlist + Marketing flow positions itself as a feature-packed wishlist tool with heavy emphasis on customization and direct remarketing triggers. With support for multiple wishlists per user, guest wishlists, unlimited items, and full template-level customization (Liquid, HTML, CSS), it targets stores that want control over the wishlist UI and the marketing flows tied to wishlist events. The developer’s integration notes (Shopify Flow, Klaviyo) suggest a focus on stores that already use or plan to implement automated remarketing.

Strengths in positioning:

• Appeals to merchants who want to own the wishlist UI and user experience.
• Suits stores that run segmented email and SMS campaigns via Klaviyo/other platforms.
• Very low entry cost ($2/month) makes it accessible for early-stage stores.

Curaboard — Where it fits

Curaboard markets itself as a bridge between a merchant’s catalog and a global wishlist ecosystem. The product emphasizes social sharing, multiplied product discovery through shared boards, and ghost account tracking (ability to capture wishlists from non-logged-in or external users). The value proposition is discovery-driven: keep products top of mind by allowing customers to save items centrally and receive alerts across multiple retailers or devices.

Strengths in positioning:

• Serves brands that rely on social proof and peer-driven discovery.
• Likely useful for product verticals where collective shopping and social curation matter (gifts, home decor, fashion).
• Aims to increase off-site discovery and revisit likelihood through centralized boards.

Ratings, Reviews, and Social Proof

• Mst: Wishlist + Marketing flow has 150 reviews with an average rating of 4.7. That indicates established traction and a generally positive merchant experience. The number of reviews suggests active installs and enough usage to surface consistent feedback.
• Curaboard shows 0 reviews and a 0 rating in the provided data. This could indicate a newer app, limited installs, or simply a gap in review collection. For merchants, a lack of reviews increases the risk profile: fewer public signals about reliability, support responsiveness, and real-world usage.

How merchants should read these signals:

• A healthy volume of positive reviews (Mst’s 150) increases confidence about stability and usability.
• Absence of reviews (Curaboard) should be weighed against direct trials, developer responsiveness, and feature needs. Merchants should test thoroughly in a staging environment and request references or demo data.

Core Feature Comparison

Wishlist Mechanics and Flexibility

Mst:

• Multiple wishlists per customer, allowing segmented lists such as gift ideas, favorites, or seasonal lists.
• Guest wishlist support so anonymous visitors can save items without accounts.
• No item or customer limits: good for large catalogs and high-traffic stores.
• Customizable Wishlist page via Liquid, HTML, CSS — offers deep control for merchants with front-end resources.
• API and headless theme support for stores using headless setups.

Curaboard:

• Centralized/global wishlist integration that can bring items from multiple stores into one board.
• Social sharing and board-based curation, optimizing for collaborative shopping.
• Ghost account wishlist tracking to capture interest from non-logged-in users.
• Focus is on discovery and shareability rather than page-level customization.

What to pick based on need:

• If control over onsite display, per-customer multiple list management, and theme-level customization are central, Mst provides more direct merchant control.
• If social sharing and cross-site, centralized wishlists are a critical conversion lever (for example, marketplaces, influencer-driven shops), Curaboard’s board model could be more appropriate.

Notifications: Price Drop, Back-in-Stock, and Remarketing

Mst:

• Built-in Price Drop and Back-in-Stock alerts using email, SMS, and push channels.
• Integrations with Klaviyo and other marketing platforms mean wishlist events can trigger richer automations and segmentation.
• Works with PushOwl/Brevo for push and SMS-based flows.

Curaboard:

• Noted to provide notifications for sold-out items, back-in-stock, and price changes.
• The value here is nudging users via the centralized board when an item they saved becomes available or drops in price.

Practical implications:

• Both apps support the core wishlist-triggered re-engagement playbook. Mst’s explicit integration list makes it easier to connect those triggers to an existing marketing stack.
• Curaboard’s centralized user experience may increase the chance that users who save an item will receive alerts even if they use multiple devices or stores.

Customization and Developer Friendliness

Mst:

• Strong emphasis on customization: templates can be modified with Liquid, HTML, and CSS. API and headless support make it suitable for developers and agencies.
• That level of control often matters for brands with strict design guidelines or complex front-end stacks.

Curaboard:

• Likely offers a pre-built board experience with focus on UX for sharing and discovery. Less emphasis on deep theme-level customization in the provided description.
• If a store requires a highly bespoke wishlist page, Curaboard may prove limited unless custom integration options exist.

Analytics, Reporting, and Insights

Mst:

• The app’s marketing flow integrations (e.g., Klaviyo, Shopify Flow) allow merchants to push wishlist events into full-funnel analytics and measure conversion lift.
• No explicit mention of built-in analytics dashboards in the provided description — merchants may rely on external analytics (Klaviyo, Shopify) for reporting.

Curaboard:

• The provided description focuses on UX and discovery, but does not detail analytics capabilities.
• The "ghost account wishlist" tracking suggests Curaboard captures cross-session data, which can be used to generate insight on saved items, but merchants should confirm dashboard capabilities.

Advice:

• Merchants that need built-in wishlist analytics should validate reporting in the app before committing. For stores already using Klaviyo or similar tools, Mst’s event-forwarding approach can compensate for limited native dashboards.

Integrations and Technical Ecosystem

Mst Integrations

Mst lists support for:

• Customer accounts
• Shopify Flow
• Klaviyo (Email Marketing & SMS)
• PushOwl/Brevo (Push & SMS)
• Apploy (Mobile app builder)
• Headless and API support

This mix enables a robust notification and automation ecosystem. Merchants with complex automations will value the ability to route wishlist events into the existing marketing stack.

Curaboard Integrations

• The provided dataset does not list specific third-party integrations.
• Curaboard’s focus is more on cross-site wishlist aggregation and social sharing rather than integration into an existing marketing stack.

Integration implications:

• Mst is more likely to slot into standard Shopify marketing architectures with known providers.
• Curaboard’s value relies on the board ecosystem; merchants should confirm available integrations (email, SMS, analytics) before adopting it for marketing automation.

Pricing and Value Assessment

Mst Pricing & Value

• Listed plan: Monthly at $2/month. One fixed cost for all features. No limits on items or customers.
• That price point offers exceptional entry-level value for merchants who only need a full-featured wishlist with notification capabilities and deep customization.
• For stores that plan to add marketing automation via existing platforms, Mst’s low fixed price presents a strong value proposition.

How to evaluate value:

• Consider the expected revenue uplift from back-in-stock and price-drop alerts. A low monthly cost keeps the ROI calculation favorable for early-stage stores.
• For merchants who later need loyalty, referrals, or review management, adding separate apps will increase the monthly stack and operational complexity.

Curaboard Pricing & Value

• No pricing information provided in the dataset.
• Without clear pricing, merchants should request a pricing sheet or trial. Curaboard may have tiered plans based on usage, boards, or features such as advanced analytics or white-labeling.

Value considerations:

• The central board and social sharing features could drive incremental discovery and traffic, which can justify higher pricing for brands with social and influencer-driven acquisition.
• Lack of stated price makes direct price/value comparisons difficult; merchants should test the product and estimate expected conversion lift before committing.

Comparing Total Cost of Ownership (TCO)

A practical merchant question is not simply the monthly fee but the TCO of running wishlist-driven retention programs.

• For stores that adopt a single-purpose wishlist app (Mst or Curaboard) plus separate loyalty, reviews, and referral apps, the combined monthly costs and integration overhead can grow quickly.
• Mst’s $2/mo is compelling for the wishlist piece only. Curaboard’s pricing uncertainty means merchants must estimate potential higher costs if an integration or subscription is required for advanced features.

This sets the stage for evaluating all-in-one alternatives that consolidate multiple retention functions into a single bill and single integration surface.

User Experience (Customer-Facing)

On-Site Experience

Mst:

• Strong emphasis on matching store theme and responsive design (desktop and mobile).
• Multiple UI options and fully custom My Wishlist page allow merchants to maintain a consistent brand voice.
• Guest wishlist support helps capture register-less interest and improves conversion opportunities for first-time visitors.

Curaboard:

• Focuses on the board metaphor: collaborative lists that are shareable and discoverable.
• Social sharing is baked in, which enhances product discovery opportunities via friends and networks.
• Global wishlist behavior likely makes it easier for a user to see saved items across experiences and possibly across stores.

Merchant implications:

• If maintaining brand cohesion and site-native experiences is critical (e.g., luxury brands), Mst’s customization is advantageous.
• If the brand prioritizes social discovery and wants users to engage outside the site (boards, shared lists), Curaboard provides a more social-native UX.

Mobile and Cross-Device Behavior

• Mst states responsive behavior and support for headless setups, enabling compatibility with mobile app builders (Apploy) and mobile-first themes.
• Curaboard’s global wishlist model can improve cross-device persistence, as users may access their boards from any device, increasing the chance they will return to purchase.

Support, Onboarding, and Trust

Mst:

• The presence of 150 reviews and a high rating implies regular interactions with merchants and an established support workflow.
• Integration notes indicate the app is built to be adopted by merchants with existing Martech tools; onboarding may involve configuration with Klaviyo or PushOwl.

Curaboard:

• Zero reviews make it hard to judge support responsiveness.
• Merchants considering Curaboard should request documentation, SLA info, and trial guidance to validate onboarding expectations.

Recommendation:

• For mission-critical features, lean toward solutions with demonstrable review histories and responsive support. If trying a newer app, build time and testing into the rollout plan.

Security, Data Ownership, and Compliance

Both wishlist approaches require capturing user interest and often email/SMS details for alerts. Key merchant checks before installing any app:

• Data ownership: Ensure that wishlist data (customer IDs, saved SKUs) can be exported and is owned by the merchant.
• Compliance: Verify GDPR/CCPA compliance and how the app handles consent for email/SMS notifications.
• Authentication and data access: For ghost accounts or cross-site wishlists, understand how personally identifiable information (PII) is matched and protected.

Mst’s explicit integrations (Klaviyo, Shopify Flow) suggest the app is designed to pass events via established platforms, which can simplify compliance if those platforms are already configured. Curaboard’s ghost-account and cross-site nature require careful review of privacy practices.

Operational Considerations: Implementation, QA, and Maintenance

Implementation checklist for merchants considering either app:

• Test in a staging environment or theme duplicate to validate front-end rendering and conflicts with existing scripts.
• Verify interactions with cart, product variants, and dynamic pricing (especially if using scripts or discounts).
• Confirm how back-in-stock and price alerts are configured: frequency, batching, and personalization options.
• Plan a rollback strategy (how to remove app changes cleanly) before wide release.

Mst advantages:

• Deep customization reduces the need for workarounds, but requires developer time to implement theme-level changes.
• API and headless support make it suitable for stores with dev capacity.

Curaboard advantages:

• If the implementation is plug-and-play, merchants may face lower initial development costs. However, lack of customization could limit on-site UX control.

Measuring Success: KPIs and Attribution

Wishlist features primarily influence these KPIs:

• Save-to-purchase conversion rate (how many wishlist saves convert to purchases).
• Revenue from price-drop and back-in-stock notifications.
• Repeat visits and LTV uplift of saved-item buyers.
• Engagement from shared boards (for Curaboard): referral traffic and new visitor conversions.

Measurement tips:

• Track wishlist event conversions via UTM parameters or by passing wishlist events into analytics tools like Google Analytics and Klaviyo.
• For Mst, leverage Klaviyo to create cohorts and attribute conversion lift to wishlist-triggered emails/SMS.
• For Curaboard, validate how shared-board traffic is tagged and how referrals are credited.

Ideal Merchant Profiles

To clarify which app suits which store, consider these profiles:

• Merchant A: Small-fashion brand, limited budget, a strong in-house developer who wants tight control over the wishlist page and automated back-in-stock emails. Recommended: Mst: Wishlist + Marketing flow for its low cost and customization.
• Merchant B: Blogger-driven gift shop where social boards and collaborative shopping drive sales. The brand wants customers to share curated lists with friends. Recommended: Curaboard for social-sharing and board features (subject to confirming pricing and integrations).
• Merchant C: Mid-market retailer who values retention and long-term LTV growth across loyalty, referrals, reviews, and wishlists. Installing multiple single-purpose apps would add cost and operational overhead. Recommended: Consider an integrated retention platform that consolidates features and reduces tool sprawl.

Implementation Scenarios and Tactical Recommendations

How to test either app before full rollout

• Create a duplicate theme or a staging store and install the app there first.
• Define 2–3 measurable goals (e.g., increase wishlist saves by X%, recover Y dollars via back-in-stock alerts).
• Run A/B tests where feasible: show wishlist UI to a fraction of visitors and measure conversion impact.
• Validate email/SMS behaviors in test segments to avoid spamming actual customers.

Minimizing integration conflicts

• Verify the app’s script loading patterns and ensure they do not block critical rendering or conflict with other scripts (e.g., page builders).
• For apps that allow theme-level edits, document all changes so the store can revert them if needed.
• Schedule changes during low-traffic windows and have QA checks for both desktop and mobile.

Optimization levers post-install

• Use saved-item data to create targeted campaigns (e.g., cart abandonment variants for wishlist savers).
• For Mst users, leverage Klaviyo flows to deliver personalized messages based on wishlist behavior (e.g., remind about saved items with dynamic product blocks).
• For Curaboard users, encourage shareable content with social CTAs and measure downstream referral conversions.

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

Merchants often start with one focused app to solve a single problem. Over time, additional needs—loyalty, reviews, referrals, VIP programs—lead to multiple single-purpose apps. This creates "app fatigue": rising monthly costs, duplicated data, inconsistent user experience, and operational friction when syncing actions across platforms.

Why app fatigue matters:

• Cost friction: Multiple subscriptions add up, and each app may charge per active user or order.
• Fragmented data: Customer behavior gets scattered across apps, making it harder to build coherent segments.
• Integration overhead: Each app needs setup, testing, and maintenance. This multiplies developer and merchant time.
• Customer experience inconsistency: Different widgets, email styles, and reward logic can confuse customers and dilute brand identity.

Growave’s approach addresses these pain points with a "More Growth, Less Stack" philosophy: consolidate core retention features into one integrated platform to reduce tool sprawl and unify customer data and experiences.

What an integrated retention stack solves

• Unified customer profiles: Wishlist, loyalty points, reviews, and referrals all tie to the same customer identity. That simplifies segmentation and personalization.
• Single integration surface: Instead of connecting five different apps to Klaviyo or Shopify Flow, merchants connect one platform and get event streams for multiple retention actions.
• Design consistency: Widgets, emails, and notifications come from a single suite, which helps maintain brand tone and reduces UX friction.
• Easier measurement: Centralized analytics for multiple retention channels improves the ability to attribute LTV increases and calculate ROI.

For merchants exploring a consolidated option, Growave offers these capabilities and positioning:

• An integrated mix of features—Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers—designed to work together to increase repeat purchases and lifetime value.
• Enterprise-level compatibility suitable for larger stores, including headless support and checkout extensions for Plus-level merchants.
• A robust app listing and presence for easy installation and evaluation.

To evaluate Growave further, merchants can compare pricing tiers and assess which plan aligns with order volume and feature needs by visiting a page that helps consolidate retention features and pricing. For merchants who prefer to install directly through Shopify, Growave is also available to install from the Shopify App Store.

(Linked references for merchant exploration: explore how to consolidate retention features and install from the Shopify App Store.)

Features to look for in an integrated platform

• Loyalty and rewards that drive repeat purchases: A flexible point system, customizable reward actions, and VIP tiers can structure post-purchase retention.
• Collect and showcase authentic reviews and UGC: Reviews drive trust and provide content for product pages and marketing.
• Built-in wishlist capabilities that integrate with loyalty and referrals: For example, rewarding points for wishlist saves or enabling wishlist sharing to drive referred traffic.
• Single customer account experience: Customers should be able to access points, saved items, and referral status from one profile.
• Enterprise compatibility: For larger merchants, support for headless storefronts, checkout extensions, and dedicated account management matter.

Growave exposes these features, and merchants exploring consolidation should review how these tools interact. For merchants who want to see practical examples, there are a number of customer stories and brand examples showing how multiple features work together.

Merchants can review customer stories from brands scaling retention to see how combining loyalty, reviews, and wishlists impacts LTV and repeat behavior. For merchants running or planning enterprise deployments, Growave also provides tailored solutions and support for solutions for high-growth Plus brands.

How Growave helps reduce operational overhead

• One vendor relationship: Fewer support tickets across multiple providers.
• Consolidated billing: Easier budgeting and clearer ROI analysis.
• Faster feature rollout: New retention features can be activated within the same platform instead of implementing separate apps.

To evaluate the platform with a guided conversation, merchants can book a personalized demo to review feature fits and migration considerations.

Examples of integrated workflows made possible by consolidation

• A customer saves an item to a wishlist and earns loyalty points for engagement; that event populates a referral campaign encouraging the customer to share their wishlist (rewarded with referral credits).
• A saved item triggers a back-in-stock alert, and the same message includes a limited-time loyalty discount, increasing urgency and purchase propensity.
• Reviews and UGC from a satisfied customer feed into product pages and are featured in loyalty communications to increase trust and conversion.

With a single platform feeding all these interactions, merchants avoid gaps where single-purpose apps do not communicate.

Pricing and Growth Paths with an Integrated Platform

Consolidation typically means higher single-app fees than the cheapest single-purpose apps, but much better value for money when replacing multiple subscriptions. Growave’s tiered pricing is designed around merchant scale:

• Entry Plan: Accessible for early-growth merchants with core retention features.
• Growth Plan: Adds advanced customization and integrations for scaling merchants.
• Plus Plan: Suited for high-volume merchants requiring checkout extensions, dedicated support, and headless API access.

Merchants can compare tiers and estimate total cost of ownership when consolidating multiple apps into one by reviewing where to consolidate retention features. For teams that want to test functionality before committing, Growave’s presence on the Shopify App Store simplifies trial installs and evaluations via the Shopify App Store listing.

Migration and Integration Guidance

If moving from Mst or Curaboard to an integrated platform

• Export wishlist data: Ensure the current app provides a CSV or API export of wishlist items and associated customer or ghost identifiers.
• Preserve notification histories: Record back-in-stock and price-drop configurations to avoid communication gaps during migration.
• Map customer identities: Reconcile guest and ghost accounts with existing customer records to avoid duplicates.
• Test flows end-to-end: Validate loyalty points assignments, referral tracking, and review prompts after migration.

Growing merchants should request migration guidance from potential vendors and check for migration playbooks or managed onboarding services.

Practical checklist for migration

• Export user-wishlist associations and item SKUs.
• Export saved-item timestamps and event metadata for analysis.
• Audit current email/SMS flows that reference wishlist events and map them to the new platform.
• Run a small pilot cohort before swapping production traffic.

Final Comparison Summary

• Mst: Wishlist + Marketing flow is a strong single-purpose wishlist tool that offers deep customization, guest wishlist support, cross-channel alerts, and a compelling entry price ($2/month). Its 150 reviews and 4.7 rating indicate reliability and positive merchant experiences. It works well for stores that want control over the wishlist UI and to integrate wishlist events into existing marketing automation systems.
• Curaboard focuses on social and global wishlist experiences, enabling shared boards, ghost-account tracking, and cross-site discovery. The social board model is useful for brands that rely on social sharing and collaborative shopping. However, the provided data lacks pricing and review signals, so merchants should perform due diligence on integrations and support before adopting.
• Both apps can help recover sales via back-in-stock and price-drop alerts. The decision comes down to whether the priority is tight on-site customization and low cost (Mst) or social sharing and cross-site discovery (Curaboard).

For merchants focused on long-term retention, loyalty, and reducing tool sprawl, a consolidated platform that combines wishlists with loyalty, referrals, and reviews is often better value for money than piling on single-purpose apps.

Conclusion

For merchants choosing between Mst: Wishlist + Marketing flow and Curaboard, the decision comes down to focus and context. Mst is an excellent, low-cost option for merchants who need a customizable wishlist with integrations into email and SMS flows. Curaboard offers a social, global-board approach suited to brands that prioritize collaborative shopping and shareable discovery. Both choices are defensible depending on whether brand control or social discovery is the immediate priority.

At the same time, consider the operational and financial costs of running multiple single-purpose apps. Consolidating wishlist, loyalty, referrals, and reviews into a unified platform reduces tool sprawl, centralizes customer data, and simplifies measurement. Merchants evaluating consolidation can review how to consolidate retention features, explore how to collect and showcase authentic reviews, and learn how integrated loyalty and rewards that drive repeat purchases work together.

Start a 14-day free trial to experience the unified retention stack.

For merchants who prefer a guided walkthrough, book a personalized demo to see how an integrated retention stack improves retention.

(Additional resources: merchants can also install from the Shopify App Store to test features directly on their store.)

FAQ

Q: Which app is better if budget is the only constraint?

• Mst: Wishlist + Marketing flow offers a compelling entry price ($2/month) and strong wishlist functionality, making it a high-value choice when budget is the main constraint. Curaboard’s pricing was not specified in the provided data, so merchants should request pricing details before comparing total cost.

Q: Which app is better for social sharing and discovery?

• Curaboard focuses on global wishlists and shareable boards, so it’s better suited for social-driven discovery and collaborative shopping behaviors. If social sharing is a primary growth lever, Curaboard’s board model may yield stronger engagement.

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

• An all-in-one platform reduces the number of integrations to manage, centralizes customer data, and improves cross-feature workflows (e.g., linking wishlists with loyalty or referral incentives). While the per-app cost might be higher than the cheapest single-purpose app, the total cost of ownership and operational overhead is often lower and delivers better value for money for merchants focused on retention and LTV.

Q: If a merchant already uses Klaviyo and PushOwl, which wishlist app integrates more cleanly?

• Mst: Wishlist + Marketing flow explicitly lists Klaviyo and PushOwl/Brevo among its integrations, providing an easier path to push wishlist events into existing automations. Merchants should validate Curaboard’s integration options if their automation stack relies on those providers.