Mst: Wishlist + Marketing flow vs. First Wish ‑ Wishlist & Boards: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a common decision point for Shopify merchants trying to balance conversion lift, feature needs, and app bloat. Wishlists can recover intent, signal product demand, and feed marketing workflows, but the right tool depends on how the brand intends to use wishlist data and whether the app will scale with the store.

Short answer: Mst: Wishlist + Marketing flow offers a compact, highly configurable wishlist with strong customization and unlimited items at a very low monthly cost, making it a practical choice for stores that need a focused, technical wishlist solution. First Wish ‑ Wishlist & Boards provides basic wishlist and “boards” functionality with a tiered usage model and social sharing, but limited validation due to a very small review base. For merchants who want to consolidate retention features and reduce tool sprawl, an integrated platform often delivers better long-term value than installing another single-purpose app.

This article compares Mst: Wishlist + Marketing flow (Mascot Software Technologies Pvt. Ltd) and First Wish ‑ Wishlist & Boards (Vellir) across features, pricing, integrations, reporting, and support. The goal is to help merchants select the right tool for their needs and to explain when a unified retention platform may be a better strategic choice.

Mst: Wishlist + Marketing flow vs. First Wish ‑ Wishlist & Boards: At a Glance

Feature Comparison — What Each App Does Well

Core Wishlist Functionality

Mst: Wishlist + Marketing flow provides the classic wishlist features merchants expect: customers can save items, create multiple wishlists, and share lists. The app highlights a guest wishlist option, unlimited items and customers, and several UI options. These features are useful for stores with large catalogs and shoppers who want to curate multiple lists.

First Wish also covers the basics: both anonymous visitors and registered customers can add items, and wishlists sync for logged-in users. A differentiator is “boards,” which are curated lists that can be kept private or shared on social platforms. That structure is useful for social-driven stores where gift registries or collaborative lists are common.

• Mst advantages:
  • Multiple wishlists per customer and unlimited items.
  • Guest wishlist support (important for low-friction UX).
  • Price drop and back-in-stock alerts delivered via email, SMS, and push.
  • Fully customizable wishlist page with Liquid/HTML/CSS for theme matching.
  • API and headless theme support for advanced storefronts.
• First Wish advantages:
  • Curated boards designed for sharing on social channels.
  • Sync across devices for logged-in customers.
  • Admin dashboard with activity metrics and product-level wishlist insights.

Customization and Theming

Mst emphasizes full customization: merchants can alter the "My Wishlist" page through Liquid, HTML, and CSS. That level of control is valuable for brands that need pixel-perfect integration with their theme or want to optimize the wishlist UI for conversion.

First Wish offers label customization and translation capabilities but appears to stop short of exposing liquid templates for deep theme alterations. That makes it faster to install with fewer technical changes, but less flexible for stores requiring bespoke UX.

• Mst is better when:
  • The store requires a bespoke wishlist page.
  • Developers want API/headless integration.
• First Wish is better when:
  • Merchants prefer an out-of-the-box install with minimal theme work.

Alerts and Re-Engagement

Mst includes price drop and back-in-stock alerts via email, SMS, and push. These are powerful re-engagement features tied directly to wishlist behavior and can recover demand that would otherwise be lost.

First Wish does not list multi-channel alerting in its feature set; its value lies more in sharing and curated lists rather than automated reactivation campaigns.

• Practical impact:
  • Alerts tied to wishlists translate into measurable recoveries when inventory or pricing changes.
  • Stores that depend on time-sensitive demand capture should prioritize apps with built-in alerting.

Sharing and Social Features

First Wish’s curated boards are explicitly designed for sharing across social media, email, or messaging apps. That makes it a sensible choice for stores with a strong social commerce strategy or those selling gifts and collaborative purchasing scenarios.

Mst supports sharing wishlists as well, but its core emphasis is customization and alerts rather than social-native list formats.

Guest Experience and Account Sync

Both apps support anonymous and logged-in shoppers, which preserves conversion for visitors who don’t want to create an account. Mst’s guest wishlist claim and unlimited items are particularly appealing for stores that want to remove friction at the point of interest capture.

First Wish notes device synchronization for logged-in users, which helps with continuity of experience for customers who shop across devices.

Admin Reporting and Insights

First Wish advertises an admin dashboard with wishlist activity and best-performing products, which gives merchants lightweight analytics on demand signals.

Mst does not foreground an integrated analytics dashboard in the provided description, but its integration with tools like Klaviyo and Shopify Flow allows merchants to route wishlist events into richer analytics setups.

• If a store relies on a single-app dashboard for quick insights, First Wish may cover those needs.
• If the store already uses a marketing stack like Klaviyo, Mst’s compatibility can be more powerful because events can be stitched into existing funnels.

Pricing & Value

Pricing is often the deciding factor for early-stage merchants, but value should be assessed by ROI: how wishlist behavior feeds sales and reduces abandoned intent.

Mst: Wishlist + Marketing flow Pricing

• Monthly plan: $2 / month
  • One fixed cost for all features.
  • No limit on number of items in wishlist.
  • No limit on number of customers.

At $2 per month with feature parity across users and items, Mst is one of the lowest-cost options that still supports advanced customization and multi-channel alerts. For merchants looking for a low-risk test of wishlist-driven marketing, that price point represents strong value for money.

First Wish ‑ Wishlist & Boards Pricing

• Free plan: Free
  • Wishlist for anonymous and logged-in customers.
  • 1,000 wishlist adds/month across all customers.
• Beginner: $9.90 / month
  • 5,000 wishlist adds/month, unlimited boards, board sharing.
• Advanced: $19.90 / month
  • 20,000 wishlist adds/month.
• Pro: $29.90 / month
  • 50,000 wishlist adds/month.

First Wish uses a usage-based tiering model that caps the number of wishlist adds per month. That structure can be appropriate for stores with predictable, limited wishlist activity, but it creates potential variability in cost as the store grows. Entry-level free usage is attractive for trialing the feature, but merchants must monitor limits to avoid throttling or surprise upgrades.

Comparing Value

• Mst delivers predictable, flat pricing with no caps and extensive customization at a nominal cost — high perceived value for technically capable stores or high catalog volume shops.
• First Wish provides a low barrier to entry with a free plan but may become more expensive as wishlist activity grows. Its tiered approach can be a good fit when the “boards” feature directly contributes to conversion (e.g., social gifting), but merchants should forecast monthly adds.

Integrations & Workflow Compatibility

An app's ability to integrate with the rest of the tech stack determines how wishlist data turns into revenue.

Mst: Integration Highlights

Mst lists compatibility with:

• Customer accounts and Shopify Flow (automation).
• Klaviyo, Brevo, PushOwl and other channels for Email/SMS/push campaigns.
• App builders like Apploy (mobile app builder).
• API and headless theme support.

That combination allows merchants to capture wishlist events and trigger personalized campaigns, abandoned wishlist flows, or back-in-stock notifications within existing marketing automation tools.

First Wish: Integration Highlights

First Wish’s public feature list does not emphasize an extensive third-party integrations portfolio. It focuses on in-app dashboard insights and sharing capabilities. For merchants who want to export wishlist data or connect programmatically to external automation, confirm whether First Wish exposes webhooks or an API before committing.

Practical Guidance

• Stores that rely on Klaviyo or similar ESPs will find Mst more straightforward to tie wishlist events into lifecycle campaigns.
• For stores that prioritize social sharing and in-app dashboards without heavy marketing automation, First Wish might be sufficient.

Implementation, Performance, and Theme Compatibility

Installation and Setup

Mst promotes an “easy app setup” and theme support, with explicit mention of Liquid templates and headless support. This signals that the onboarding process is friendly to merchants working with developers and those running custom themes.

First Wish claims “easy to install,” and its simplified customization is likely intended for merchants who want fewer theme edits. The trade-off is less granular control over presentation.

Performance Considerations

• Any wishlist app must avoid adding front-end weight that slows page performance or interferes with theme scripts. Mst’s emphasis on multiple UI options and responsive behavior suggests attention to front-end integration; however, actual performance depends on how the app is implemented in the theme.
• First Wish’s simpler feature set could translate to a lighter footprint, but vendors should confirm payload size and asynchronous loading strategies.

Merchants should test both apps in a staging environment, measure Lighthouse scores, and evaluate mobile-first loading impacts before full deployment.

Reporting, Measurement, and Attribution

Wishlist apps are only valuable if they feed measurable outcomes like recovered orders, conversion lift, or product demand signals.

Mst Measurement Options

Mst integrates with Shopify Flow and marketing platforms like Klaviyo, which enables robust tracking and revenue attribution through existing analytics setups. For example, wishlist-added events can trigger tracked campaigns that link conversions back to wishlist touchpoints.

First Wish Measurement Options

First Wish offers a basic admin dashboard showing wishlist activity and best-performing products. That can provide quick signals about product popularity but may not be sufficient for multi-channel attribution without data export capabilities.

Recommendation

Merchants that need precise attribution of wishlist-driven revenue should prioritize apps that export events into the marketing automation stack. Mst’s integration posture is an advantage in that scenario.

Support, Reviews, and Trust Signals

Review Data and What It Means

Mst: Wishlist + Marketing flow

• Reviews: 150
• Rating: 4.7

First Wish ‑ Wishlist & Boards

• Reviews: 1
• Rating: 1.0

A larger review base with a high rating (Mst) provides more social proof and suggests consistent user satisfaction. A single review with a low rating (First Wish) does not establish reliability and warrants caution. While the review count alone does not guarantee quality, it does reflect user adoption and the vendor’s track record.

Support Channels

• Mst references integration compatibility and setup options but merchants should verify response times, documentation quality, and availability of developer resources.
• First Wish indicates simple install and admin dashboards; merchants should confirm the level of technical and post-install support, especially before relying on the app for core UX.

When evaluating either app, ask for:

• Documentation links and setup guides.
• Average response time for support tickets.
• Case studies or customer references.

Security, Data Ownership, and Compliance

Wishlist apps collect customer behavior data. Merchants should validate:

• Data retention policies.
• Where customer emails or phone numbers used for alerts are stored.
• Whether the app is GDPR/CCPA compliant if selling internationally.
• How webhooks and APIs secure event payloads.

Mst’s integration with enterprise tools and mention of API/headless suggests standard mechanisms for data flow; however, confirmation via vendor documentation is still necessary. First Wish should provide similar clarity regarding data usage and privacy.

Scalability and Enterprise Readiness

For stores that anticipate high traffic or plan to scale internationally, the wishlist solution must be able to handle volume and complex storefront setups.

• Mst’s unlimited items/customers and API/headless support align with scalable needs. The very low flat price reduces friction as usage grows.
• First Wish’s tiered caps on wishlist adds indicate a usage-bound model; larger stores may quickly outgrow higher tiers and should model expected monthly adds before choosing.

Stores on Shopify Plus or those with custom checkout flows may prefer a solution built for large-scale operations and integrations with tools like Klaviyo and Recharge.

Pros and Cons Summary

Mst: Wishlist + Marketing flow

• Pros:
  • Strong customization (Liquid/HTML/CSS).
  • Guest wishlist and multiple wishlist support.
  • Price drop / back-in-stock alerts via email, SMS, push.
  • API and headless theme support.
  • Flat, low-cost pricing with no usage caps.
  • High review count (150) and strong rating (4.7).
• Cons:
  • Single-purpose app—stores that need loyalty, referrals, or reviews will need extra apps.
  • Potential setup complexity for non-technical merchants who want deeper customization.

First Wish ‑ Wishlist & Boards

• Pros:
  • Curated boards designed for sharing and social use cases.
  • Dashboard with basic usage metrics for quick insights.
  • Free entry-level tier for trialing features.
• Cons:
  • Very small review sample (1 review with a 1.0 rating), which raises trust questions.
  • Usage caps on lower plans could require upgrades as activity grows.
  • Fewer explicit integrations for marketing automation and alerting.

Use Cases — Which App Is Best For Which Merchant

• For brands on a tight budget that need a simple, focused wishlist with unlimited items and deep theme control: Mst: Wishlist + Marketing flow offers strong value for money and flexibility.
• For merchants prioritizing social sharing and collaborative boards—especially gift registries and curated lists—First Wish’s board feature may be attractive, provided the usage caps and limited review signal are acceptable.
• For stores that require wishlist events to feed email/SMS campaigns and automation rules at scale, Mst’s integration posture makes it easier to convert wishlist intent into revenue.
• For teams that want lightweight, no-code installation and the ability to view activity metrics inside the app dashboard, First Wish can be a fit, but validate vendor support and growth-path costs.

Migration and Exit Considerations

Before committing, merchants should check:

• How wishlist data can be exported if switching apps.
• Whether product IDs, user IDs, and list structures retain mapping across platforms.
• If the app creates any theme code that persists after uninstallation and whether it needs manual removal.

Mst’s API support may ease migration by facilitating exports and reimports. First Wish should document its data export capabilities; if not, request that documentation before installing.

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

Many merchants discover the limits of single-purpose apps as the store grows. Adding a wishlist app solves intent capture, but full retention requires loyalty, referrals, reviews, and VIP segmentation. Each added app increases maintenance overhead, potential theme conflicts, subscription costs, and the cognitive load on operations teams. This common problem—app fatigue—creates hidden costs that reduce lifetime value gains.

Growave presents an alternative approach: a unified retention suite that combines wishlist functionality with loyalty, referrals, reviews, and VIP tiers. The philosophy is “More Growth, Less Stack,” which aims to replace multiple point solutions with a single, integrated system.

• To consolidate retention features and avoid adding yet another single-purpose app, merchants can review options to consolidate retention features into one platform.
• For brands that want integrated incentive mechanics, Growave’s loyalty and rewards that drive repeat purchases layer loyalty directly on top of wishlist interactions.
• If showing social proof is a priority, merchants can collect and showcase authentic reviews alongside wishlist activity so that high-demand items get the credibility boost needed to convert.
• Stores on enterprise plans should evaluate solutions designed for scale, such as solutions for high-growth Plus brands, which include advanced customization and a dedicated launch path.

Why an Integrated Suite Changes the Math

An integrated suite offers several strategic advantages:

• Unified data model: Wishlist events, review submissions, referral conversions, and loyalty behavior all live in a single place. That enables richer segmentation and more effective personalized campaigns.
• Fewer integrations to maintain: Instead of wiring wishlist into Klaviyo, then adding a separate reviews app, then linking a loyalty provider, a single platform reduces points of failure.
• Coordinated rewards: A single system can reward wishlist actions with points, automatically tie referral incentives to VIP tiers, and trigger review requests after purchase—creating consistent customer journeys.
• Predictable pricing: Bundling multiple retention tools under one subscription can provide better value for money than paying for several single-purpose apps as the store scales.

Practical Integration Examples

• Wishlist-to-loyalty flow: When a customer adds a product to a wishlist, the platform can award points or surface a tailored offer that nudges first purchase or repeat purchase behavior.
• Wishlist-driven campaigns: Items on wishlists that hit inventory thresholds can automatically trigger targeted back-in-stock emails and assign urgency-based rewards to accelerate conversion.
• Social proof synergy: High-wishlist products can be surfaced in review request rotations to capture UGC for high-intent SKUs.

All of these coordinated behaviors are easier to orchestrate when wishlist, loyalty, referrals, and reviews are housed in the same system.

Explore the Platform and Pricing

Merchants evaluating whether to consolidate should compare the economics and operational overhead. Growave’s pricing information is a relevant resource to understand cost structures and trial options: review pricing to determine the right plan that meets order volume and feature needs. See how plans map to expected order volume and required features by visiting consolidate retention features.

If the merchant needs to validate the Shopify App Store listing and read current store comments, Growave is also available in the Shopify ecosystem: check the listing to evaluate real merchant feedback and install options via the Growave Shopify app page.

See It in Action

For teams that prefer a guided evaluation, direct conversations and demos can accelerate decision-making. Book a personalized demo to see how an integrated stack improves retention. (This is a direct call to set up a demo.) Book a demo

Feature Signals Worth Comparing

• Loyalty and rewards: A central loyalty system converts wishlist intent into repeat purchases; merchants can compare loyalty mechanics by reading about loyalty and rewards that drive repeat purchases.
• Reviews and UGC: Integrated review collection helps surface proof on items that appear on wishlists; more details are available where merchants can collect and showcase authentic reviews.
• Shopify Plus readiness: High-volume merchants should verify features for enterprise storefronts with solutions designed for solutions for high-growth Plus brands.

Why Many Merchants Move From Point Solutions to Platforms

• Operational simplicity: One dashboard to manage retention removes cross-app coordination work.
• Better ROI: Coordinated behavior across loyalty, reviews, and wishlist converts more effectively than the sum of single-point features because the platform can orchestrate interactions.
• Lower technical debt: Fewer apps mean fewer theme edits, fewer third-party scripts, and a smaller attack surface for performance issues.

Merchants should balance the benefits of specialist apps against the long-term advantages of a consolidated platform. For many stores, the incremental revenue unlocked by coordinated retention programs outweighs the marginal benefits of a single advanced feature in isolation.

Implementation Checklist — What to Ask Before Installing Either App

• How does the app export wishlist data for backups or migration?
• Does the app provide webhooks or API access for wishlist events?
• Are price-drop and back-in-stock alerts available natively or via integrations?
• What support SLAs are in place (response times, developer support)?
• Will the app add front-end weight or affect site speed? Is asynchronous loading used?
• Are there usage-based limits that could cause future cost increases?
• What data is stored and where (privacy/compliance)?

Answering these questions reduces surprises and helps determine whether a single-purpose app or an integrated platform is the better choice.

Conclusion

For merchants choosing between Mst: Wishlist + Marketing flow and First Wish ‑ Wishlist & Boards, the decision comes down to priorities and growth path:

• Choose Mst: Wishlist + Marketing flow if the store needs deep customization, unlimited items/customers, multi-channel alerts, and a predictable low-cost model. The app’s larger review base (150 reviews at a 4.7 rating) provides stronger social proof of reliability.
• Choose First Wish ‑ Wishlist & Boards if the primary need is curated boards designed for social sharing and a lightweight install model, but proceed cautiously because of limited review data and usage caps on lower tiers.

For merchants who want to avoid tool sprawl and build retention across wishlist, loyalty, referrals, and reviews from a single system, an integrated platform can be a better long-term investment. Consolidating retention tools reduces maintenance overhead and enables coordinated workflows that increase customer lifetime value. Review consolidated pricing options to see whether consolidating retention features into one platform improves operational efficiency and ROI: consolidate retention features.

Start a 14-day free trial to explore whether a unified retention stack is the right next step for the store. Explore integrated plans and start a trial

FAQ

How does Mst: Wishlist + Marketing flow compare to First Wish for merchants who rely on email and SMS campaigns?

Mst emphasizes integration with Klaviyo and multi-channel alerts (email, SMS, push), which makes it easier to feed wishlist events into existing lifecycle campaigns. First Wish focuses on in-app sharing and dashboards; if email/SMS automation is critical, confirm that First Wish supports event export or webhooks before relying on it.

Which app is better for stores with large product catalogs and high wishlist volume?

Mst’s unlimited items and customers, along with a flat $2 / month price, make it a safer choice for stores with large catalogs or unpredictable wishlist activity. First Wish uses month-to-month add limits that may require plan upgrades as wishlist activity scales.

Is a single-purpose wishlist app ever the right choice over an all-in-one platform?

Yes. For merchants with no immediate need for loyalty, referrals, or review automation, a focused wishlist app that is low-cost and integrates well with existing stacks can be the fastest path to capturing wishlist behavior. However, merchants that plan to scale retention efforts often find better long-term value by consolidating features into a single platform that reduces app maintenance and coordinates behavior across channels.

How should merchants evaluate trust and support when app review counts differ significantly?

A larger number of reviews with a high rating signals broader adoption and more consistent user experiences. A single negative review is a red flag about support or a specific failure, but it may not represent systemic issues. Merchants should request documentation, ask for support SLAs, and test support responsiveness during trial periods to confirm the vendor’s reliability.