Mst: Wishlist + Marketing flow vs. Fish Wishlist & Quote Request: An In-Depth Comparison

Introduction

Choosing the right Shopify apps is a critical decision for any merchant aiming to enhance customer experience and drive sales. The sheer volume of options can be overwhelming, with each app promising distinct advantages. For features like wishlists, which play a significant role in customer retention and conversion, understanding the nuances between seemingly similar solutions is paramount.

Short answer: Mst: Wishlist + Marketing flow offers a feature-rich wishlist solution with advanced marketing automation capabilities, suitable for stores focused on individual customer engagement. Fish Wishlist & Quote Request caters to a broader range of needs, particularly for B2B and omnichannel operations, by integrating quote requests and POS functionality. While both apps enhance customer experience, they serve different strategic priorities, and an integrated platform can often streamline operations and reduce overall app stack complexity.

This article provides a detailed, objective comparison of Mst: Wishlist + Marketing flow and Fish Wishlist & Quote Request. It will explore their core features, pricing structures, integration capabilities, and ideal use cases, helping merchants make an informed choice that aligns with their specific business goals.

Mst: Wishlist + Marketing flow vs. Fish Wishlist & Quote Request: At a Glance

Deep Dive Comparison

Understanding the nuances of each app's offerings requires a closer look at various operational aspects. This section dissects Mst: Wishlist + Marketing flow and Fish Wishlist & Quote Request across several key criteria, providing a balanced view of their capabilities and ideal applications.

Core Features and Workflows

The primary function of both apps is to provide wishlist functionality, allowing customers to save products for later. However, their approaches and extended features diverge significantly, catering to different merchant needs.

Mst: Wishlist + Marketing flow

Mst positions itself as a feature-packed wishlist solution with strong marketing capabilities. Its core strength lies in providing a flexible and engaging experience for customers, encouraging return visits and purchases.

• Customer Wishlist Experience:
  • Multiple Wishlists: Customers can create an unlimited number of personalized wishlists, allowing them to organize products for different occasions, recipients, or future purchase intentions. This level of organization can significantly enhance the shopping experience and lead to higher conversion rates when a customer is ready to buy.
  • Guest Wishlist: The ability for guest users to create wishlists reduces friction for new visitors, potentially capturing interest before they commit to creating an account. This is a powerful lead generation tool, as those guest lists can be linked to an account later.
  • Unlimited Items & Customers: The app does not impose limits on the number of products customers can add to wishlists or the number of customers who can use the feature. This ensures scalability for growing stores.
• Marketing Automation:
  • Price Drop Alerts: This is a significant conversion driver. Customers who have saved an item are automatically notified when its price drops, prompting immediate action and reducing abandoned wishlists.
  • Back in Stock Alerts: For out-of-stock items, customers can opt to be notified when the product becomes available again. This captures otherwise lost sales and improves customer satisfaction.
  • Notification Channels: Alerts can be sent via email, SMS, and push notifications, providing a multi-channel approach to reach customers effectively. This breadth of communication ensures higher engagement rates and caters to customer preferences.
• Sharing and Customization:
  • Wishlist Sharing: Customers can share their wishlists with others, facilitating gift-giving and word-of-mouth marketing. This turns personal wishlists into social shopping tools.
  • Fully Customizable Page: Merchants have extensive control over the "My Wishlist" page, allowing them to match it perfectly with their store's theme and branding. This ensures a consistent user experience.

Fish Wishlist & Quote Request

Fish Wishlist & Quote Request, on the other hand, extends beyond a traditional wishlist, incorporating robust features for B2B operations and omnichannel retail.

• Express Wishlist:
  • Fast Setup: The app emphasizes quick deployment, allowing merchants to get a functional wishlist up and running in minutes. This is ideal for businesses needing to implement the feature quickly.
  • Checkout & Account Widgets: Seamless integration of wishlist functionality into the checkout process and customer account pages. This ensures wishlists are accessible and actionable at key points in the customer journey.
• B2B Capabilities:
  • Request a Quote: This is a standout feature, particularly for B2B merchants. Customers can create a wishlist and then formally request a quote for the listed items. This streamlines the sales process for bulk orders or custom pricing scenarios.
  • B2B Pricing & Draft Order Integration: The app supports B2B-specific pricing and allows for the creation of Shopify Draft Orders directly from a customer's wishlist or quote request. This significantly reduces manual work and improves efficiency for wholesale transactions.
  • Auto Invoicing & Quantity Picker: Further enhancing B2B workflows, the app includes options for auto-invoicing and a quantity picker on the wishlist, making large orders more manageable.
• Shopify POS Integration:
  • Manage Wishlists via POS: This is crucial for omnichannel retailers. Sales associates can view and manage customer wishlists directly from the Shopify POS system, facilitating in-store purchases, order fulfillment, and a cohesive customer experience across online and physical channels.
  • Purchase History & Abandoned Carts: The POS integration also allows access to customer purchase history and abandoned carts, providing sales staff with valuable context to assist customers.
• Social Proof & Sharing:
  • Wishlist Links & Social Proof Widgets: Customers can create sharable wishlist links, and merchants can leverage social proof widgets to showcase popular wishlist items, subtly encouraging conversions.

Customization and Control

Both apps offer customization, but their depth and approach vary.

• Mst: Wishlist + Marketing flow excels in granular visual customization. Its description explicitly states "Fully customizable wishlist page with liquid template, HTML and CSS." This provides developers and tech-savvy merchants with maximum control over the look, feel, and even the behavior of the wishlist functionality. This level of access is crucial for brands that require pixel-perfect alignment with their unique store design and a distinct brand identity. It also mentions API and headless theme support, making it suitable for modern, decoupled storefront architectures.
• Fish Wishlist & Quote Request states "Extensive options to create an omnichannel custom wishlist shopping experience." While it doesn't specify the exact methods (e.g., Liquid/CSS), the emphasis is on creating a tailored experience, particularly across channels (online, B2B, POS). The "White Glove Installation available by our team" service suggests that while options are extensive, some deeper customizations might be handled by their support team, implying less direct code-level access for merchants compared to Mst's explicit mention of Liquid.

For merchants whose brand identity relies heavily on unique visual presentation and custom front-end development, Mst's explicit support for Liquid, HTML, and CSS offers a strong advantage. For those prioritizing a functional, omnichannel experience with less direct code manipulation, Fish's approach, potentially backed by professional installation, might be more appealing.

Pricing Structure and Value for Money

The pricing models for these two apps are quite different, reflecting their target audiences and feature sets. Understanding these differences is key to comparing plan fit against retention goals and assessing total cost of ownership.

Mst: Wishlist + Marketing flow Pricing

Mst offers a single, straightforward pricing plan:

• Monthly Plan: $2 / month
  • Includes: One fixed cost for all features, no limit on the number of items in the wishlist, no limit on the number of customers.

Value Proposition: Mst's pricing is highly competitive for a feature-rich wishlist app. The flat fee, regardless of customer count or wishlist item volume, offers excellent value for growing stores that anticipate high usage without incurring escalating costs. This model simplifies mapping costs to retention outcomes over time by providing predictable monthly expenditure. For merchants primarily focused on implementing robust wishlist functionality with integrated marketing alerts at an accessible price point, Mst presents a very cost-effective solution. If consolidating tools is a priority, start by evaluating feature coverage across plans.

Fish Wishlist & Quote Request Pricing

Fish offers a tiered pricing structure, including a free plan, which caters to different stages of business growth and specific operational needs.

• Starter Wishlist Plan: Free
  • Includes: 2 Minute Setup, up to 100 customers, Shopify Flow Triggers, Klaviyo Integration.
  • Value Proposition: This free tier is excellent for new or smaller stores looking to test wishlist functionality without upfront investment. The 100-customer limit is a good starting point, and integration with Shopify Flow and Klaviyo adds significant value even at this basic level.
• Lightning Plan: $40 / month
  • Includes: Unlimited wishlists, free migration from other apps, Checkout Upsell & Account Page Extension, Previously Purchased & Abandoned Cart.
  • Value Proposition: This tier is for growing stores that have moved beyond the free plan's limits. Unlimited wishlists are essential for scaling, and features like checkout upsells and abandoned cart insights directly contribute to revenue recovery and increased average order value. The free migration service is a notable benefit for merchants switching from another wishlist app, reducing transition friction.
• Trade Plan: $90 / month
  • Includes: Designed for B2B, Request a Quote function, Create Draft Orders from Wishlist, Auto Invoicing, Quantity Picker on Wishlist.
  • Value Proposition: This highest tier is specifically tailored for B2B operations. The comprehensive suite of features—quote requests, draft order creation, auto-invoicing, and quantity picker—directly addresses the complex needs of wholesale and trade businesses. For a B2B merchant, the $90/month might represent significant savings in manual processing and improved operational efficiency.

Overall Pricing Comparison: Mst offers a simple, all-inclusive, low-cost model, ideal for budget-conscious merchants who need advanced marketing features tied to wishlists. Fish offers flexibility, starting with a free plan and scaling up to specialized B2B functionality. Merchants must weigh their specific needs: a single, low fixed cost for core wishlist features vs. tiered pricing that unlocks B2B and omnichannel capabilities as their business grows. This often comes down to choosing a plan built for long-term value that aligns with their specific business model.

Integrations and “Works With” Fit

The ability of a Shopify app to integrate seamlessly with other tools in a merchant's tech stack is crucial for efficient operations and a unified customer experience. Both Mst and Fish offer key integrations, particularly around marketing and core Shopify functionalities.

Mst: Wishlist + Marketing flow Integrations

Mst focuses on integrating with platforms that enhance its marketing flow capabilities and core Shopify features:

• Customer Accounts: Essential for linking wishlists to individual customer profiles, ensuring continuity and personalization.
• Shopify Flow: Allows merchants to automate tasks and workflows based on wishlist actions, such as sending specific emails when a product is added to a wishlist or removed. This provides powerful automation for customer journeys.
• Klaviyo: Email Marketing & SMS: A leading marketing automation platform. Integration with Klaviyo means that price drop and back-in-stock alerts can be managed and personalized within Klaviyo, leveraging its advanced segmentation and delivery capabilities. This is a critical integration for sophisticated email and SMS marketing.
• PushOwl/Brevo: Email, Push, SMS: These integrations extend the reach of marketing alerts beyond email to include push notifications and additional SMS options, providing diverse communication channels for engaging customers.
• Apploy - Mobile App Builder: Integration with a mobile app builder suggests Mst's wishlist functionality can be extended to native mobile shopping experiences, catering to merchants with a mobile app strategy.

Mst's integrations are geared towards robust marketing automation and seamless functionality within the Shopify ecosystem, supporting merchants who prioritize engagement and personalized communication.

Fish Wishlist & Quote Request Integrations

Fish's integrations reflect its broader scope, especially in B2B and omnichannel retail:

• Checkout & Shopify POS: Core integrations that highlight Fish's capability to function across different sales channels. Managing wishlists and related customer data directly at the point of sale (POS) is a key differentiator for omnichannel retailers.
• Customer Accounts: Standard for linking wishlists to customer profiles.
• Shopify Flow & Flow Checkout Extensibility: Beyond basic Shopify Flow, Fish supports Flow Checkout Extensibility, indicating capabilities to customize and automate processes directly within the checkout experience, which is particularly relevant for B2B quote requests and draft orders.
• Klaviyo: Similar to Mst, integration with Klaviyo allows for advanced email marketing and automation based on wishlist actions.
• Draft Orders: This is a crucial integration for B2B functionality, enabling the creation of custom orders directly from quote requests or wishlists, streamlining the wholesale purchasing process.

Fish's integrations are strategic for merchants operating in a B2B context or across multiple sales channels, leveraging Shopify's native capabilities for efficient order processing and customer management.

Integration Summary: Mst's integrations are tailored for maximizing marketing automation and customer engagement through various communication channels, including mobile apps. Fish’s integrations are designed to support complex sales processes, particularly for B2B and omnichannel merchants, with deep ties into Shopify’s core POS and draft order systems. Merchants should assess their existing tech stack and future integration needs when making a decision.

Customer Support Expectations and Reliability Cues

Evaluating the reliability and support of a Shopify app often involves looking at its developer, review count, and average rating. While both apps have strong ratings, the volume of reviews offers different insights.

• Mst: Wishlist + Marketing flow has a substantial number of reviews: 150, with an average rating of 4.7 stars. A high volume of reviews provides a more statistically significant indicator of user satisfaction and app stability. It suggests a larger user base and more sustained performance over time. The developer, Mascot Software Technologies Pvt. Ltd, is likely an established app development company given the number of reviews, implying a consistent support structure and ongoing development. The 4.7 rating, while not a perfect 5, is still very strong and suggests that the vast majority of users have positive experiences, with any issues likely being addressed effectively. Checking merchant feedback and app-store performance signals can provide further context.
• Fish Wishlist & Quote Request has a much smaller review count: 7, with a perfect 5-star rating. While a 5-star rating is impressive, the limited number of reviews means it's less representative of a large user base. It could indicate a newer app, a more niche target audience, or simply a slower adoption rate. The developer, Native App Co, may be a smaller or newer entity. Merchants considering Fish might want to look for more detailed reviews or directly inquire about their support channels (e.g., response times, documentation, dedicated support staff) to gain confidence, as the existing data offers less long-term reliability proof. Verifying compatibility details in the official app listing provides another layer of assurance.

For merchants seeking a solution with a proven track record validated by a large community, Mst offers more reassurance based on its review volume. For those whose needs align perfectly with Fish's unique B2B and POS features, and are comfortable with a newer solution, direct engagement with the developer for support insights would be beneficial.

Performance, Compatibility, and Operational Overhead

Considering how an app performs, its compatibility with various Shopify setups, and the operational overhead it introduces is crucial for long-term store health.

• Mst: Wishlist + Marketing flow explicitly mentions "Responsive works on desktop and mobile devices" and "API and headless theme support." This indicates a strong commitment to modern web standards and compatibility with diverse storefront architectures, including those using headless commerce solutions. This is critical for performance, as headless setups often demand specific API integrations. The extensive customization with Liquid, HTML, and CSS, while powerful, also implies that merchants might need some technical expertise or developer resources to leverage it fully, which could be an operational consideration. However, this control also means the app can be optimized for specific performance needs, minimizing unnecessary code or styling that might impact page load times. The low fixed pricing also contributes to a predictable operational overhead for selecting plans that reduce stacked tooling costs.
• Fish Wishlist & Quote Request highlights "Lightning Fast Wishlist" and "Get up and running in minutes." This emphasizes ease of implementation and potentially good initial performance due to a streamlined setup. Its integration with Shopify POS, Checkout, and Flow Checkout Extensibility suggests it's built to work deeply within Shopify's native environment, which often implies good compatibility and fewer conflicts. The "White Glove Installation available by our team" can reduce initial operational overhead for merchants who prefer a guided setup. However, the depth of customization beyond what's offered out-of-the-box is not as explicitly detailed as Mst's. For merchants who value speed of deployment and native Shopify compatibility, Fish aims to deliver a low friction experience. The tiered pricing model means merchants can start with a free plan and only incur higher costs as their needs grow, offering a flexible approach to a clearer view of total retention-stack costs.

In essence, Mst provides tools for high technical control, allowing for performance optimization by developers, with a consistent low overhead cost. Fish prioritizes quick setup and deep native Shopify integrations, particularly for B2B and POS, potentially requiring less technical intervention upfront but with tiered pricing that scales. Merchants must weigh their technical capabilities, long-term customization goals, and the complexity of their sales channels when evaluating the operational impact of each app.

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

Merchants frequently face a challenge known as “app fatigue.” This phenomenon arises from the need to install multiple single-function apps to achieve various business goals—one for loyalty, another for reviews, a third for wishlists, and perhaps more for referrals or VIP programs. While each app might excel in its specific domain, the cumulative effect can lead to several problems:

• Tool Sprawl: Managing numerous apps means juggling multiple dashboards, settings, and update schedules, consuming valuable time and resources.
• Fragmented Data: Customer data becomes siloed across different platforms, making it difficult to gain a holistic view of customer behavior. This impedes personalization and strategic decision-making.
• Inconsistent Customer Experience: When different app interfaces appear on a store, the customer journey can feel disjointed, potentially eroding trust and brand consistency.
• Integration Overhead: Ensuring all these disparate apps work together seamlessly requires constant monitoring and troubleshooting, creating integration complexities and potential conflicts.
• Stacked Costs: While individual app prices might seem reasonable, their combined monthly subscriptions can quickly add up, leading to a higher total cost of ownership with less overall value.

To address these challenges, many successful brands are adopting an "all-in-one" or "integrated" platform approach. This strategy centers on consolidating core retention and engagement functionalities into a single, cohesive solution. This is where the "More Growth, Less Stack" philosophy, championed by platforms like Growave, comes into play.

Growave offers an integrated suite designed to empower Shopify merchants to build customer loyalty, increase repeat purchases, and boost overall engagement from one centralized dashboard. Instead of relying on separate apps for each function, merchants can manage multiple aspects of their retention strategy within a single platform. This approach streamlines operations and fosters a consistent brand experience. For instance, brands can implement loyalty points and rewards designed to lift repeat purchases, integrating these incentives directly with other engagement tools.

An integrated platform like Growave combines several critical modules that work in harmony:

• Loyalty and Rewards: Merchants can design comprehensive reward mechanics that support customer lifetime value, including points programs, VIP tiers, and exclusive perks. This reduces reliance on constant discounting and builds genuine customer affinity.
• Reviews & UGC: The platform facilitates collecting and showcasing authentic customer reviews and other user-generated content. This social proof is vital for building trust, increasing conversion rates, and improving search engine visibility. Workflows can be automated to ensure post-purchase review requests that feel consistent and natural.
• Referrals: Integrated referral programs incentivize existing customers to spread the word about a brand, acting as powerful advocates. This organic growth channel leverages trusted relationships.
• Wishlist: Like Mst and Fish, Growave includes robust wishlist functionality, allowing customers to save favorite items. This feature integrates with other loyalty and marketing efforts, allowing for targeted communication.
• VIP Tiers: Beyond basic loyalty, merchants can create exclusive VIP tiers and incentives for high-intent customers, rewarding their most valuable buyers with enhanced benefits and recognition.

By unifying these functions, Growave helps businesses achieve their growth objectives more efficiently. It ensures data is shared across modules, providing a unified customer profile that can power more personalized marketing and service. For larger merchants or those on Shopify Plus, this integrated approach provides capabilities designed for Shopify Plus scaling needs, addressing the complexities of high-volume stores and enterprise-level requirements. These comprehensive features are aligned with enterprise retention requirements and help reduce the operational burden of managing a fragmented app stack.

This integrated model offers a more holistic solution for customer engagement and retention, often resulting in lower total cost of ownership and reduced operational complexity compared to managing multiple single-purpose apps. Brands can gain a clearer view of their retention efforts and their impact on profitability. Merchants can get a better understanding of how the various components work together by seeing how the app is positioned for Shopify stores through its official listing. For those considering an integrated approach, a pricing structure that scales as order volume grows is available, offering flexibility as a business expands.

Conclusion

For merchants choosing between Mst: Wishlist + Marketing flow and Fish Wishlist & Quote Request, the decision comes down to their primary business model and strategic priorities. Mst: Wishlist + Marketing flow stands out for its deep customization options and powerful marketing automation features, such as price drop and back-in-stock alerts. It is an excellent choice for businesses that want to maximize individual customer engagement and leverage a highly configurable wishlist experience at a very competitive, flat monthly rate.

Fish Wishlist & Quote Request, conversely, caters to a different, broader set of needs, particularly for B2B merchants and those operating an omnichannel retail strategy. Its integrated quote request system, B2B pricing features, and robust Shopify POS integration are distinct advantages. Merchants requiring solutions for wholesale transactions or a unified experience across online and physical stores would find Fish's offerings highly valuable, despite its newer presence in the app store. Both apps offer multi-language and multi-currency support, which is vital for international commerce.

However, as businesses scale, the challenge of managing multiple single-purpose applications often becomes apparent. This “app fatigue” can lead to fragmented data, inconsistent customer experiences, and escalating costs. An integrated platform strategy, such as that offered by Growave, provides a comprehensive solution for customer loyalty, reviews, referrals, and wishlists within a single ecosystem. This approach reduces tool sprawl, streamlines operations, and enables a more cohesive customer journey, ultimately enhancing loyalty programs that keep customers coming back and supporting sustainable growth. For merchants aiming to reduce app fatigue and build a unified retention strategy, scanning reviews to understand real-world adoption of integrated platforms can be a valuable step. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

What are the main differences in marketing features between Mst: Wishlist + Marketing flow and Fish Wishlist & Quote Request?

Mst: Wishlist + Marketing flow focuses on automated marketing alerts related to wishlists, such as price drop and back-in-stock notifications delivered via email, SMS, and push. Fish Wishlist & Quote Request, while integrating with Klaviyo, primarily uses its wishlist functionality to support B2B quote requests and omnichannel sales, with less emphasis on direct marketing automation from the wishlist itself.

Which app is better for B2B merchants?

Fish Wishlist & Quote Request is explicitly designed with B2B features, offering a "Request a Quote" function, B2B pricing support, the ability to create Draft Orders directly from wishlists, auto-invoicing, and a quantity picker. Mst: Wishlist + Marketing flow does not specify these B2B-centric features.

Can both apps integrate with Shopify POS?

Only Fish Wishlist & Quote Request explicitly states integration with Shopify POS. This allows merchants to manage wishlists, view purchase history, and access abandoned carts directly through their physical retail system, making it suitable for omnichannel businesses. Mst: Wishlist + Marketing flow does not list Shopify POS as an integration.

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

An all-in-one platform like Growave consolidates multiple retention features—such as loyalty, reviews, referrals, and wishlists—into a single application. This approach reduces the operational overhead of managing multiple apps, ensures data consistency across functions, and provides a more seamless customer experience. Specialized apps typically offer deeper, more niche functionality for a single purpose but can lead to "app fatigue" when combined with many others. The choice depends on whether a merchant prioritizes deep specialization in one area or a streamlined, integrated solution for multiple engagement points.