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

Introduction

Choosing the right wishlist app can have a measurable effect on retention, average order value, and customer lifetime value. Shopify merchants often face a trade-off between single-purpose tools that do one job well and broader systems that bundle wishlist functionality with loyalty, referrals, or reviews.

Short answer: Mst: Wishlist + Marketing flow is a strong, low-cost option for stores that need a fast, customizable wishlist and basic marketing alerts. Fish Wishlist & Quote Request fits merchants that require B2B capabilities, POS integration, and quote workflows. For brands that want to reduce tool sprawl while capturing more lifetime value, an integrated platform like Growave can offer better value for money by combining wishlists with loyalty, referrals, and review features.

This article provides an in-depth, feature-by-feature comparison of Mst: Wishlist + Marketing flow (Mascot Software Technologies Pvt. Ltd) and Fish Wishlist & Quote Request (Native App Co). The goal is to clarify strengths, weaknesses, and ideal merchant profiles so an informed decision can be made. After the direct comparison, the article explores the costs of app fatigue and how an all-in-one retention platform can resolve those issues.

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

Features Comparison

Wishlist Core Features

Mst: Wishlist + Marketing flow — What it offers

Mst centers on wishlist basics with a few marketing add-ons. Key items include:

• Unlimited items in wishlists and no limit on customers.
• Support for multiple wishlists per customer and guest wishlists.
• Shareable wishlists for social or private sharing.
• Price Drop and Back in Stock alerts via email, SMS, and push notifications.
• Fully customizable wishlist page through Liquid, HTML, and CSS.
• API and headless theme support; multi-language and multi-currency compatibility.

These features make Mst a robust option for merchants that want wishlist functionality to integrate cleanly with a store’s visual design and to trigger simple marketing flows.

Fish Wishlist & Quote Request — What it offers

Fish extends the wishlist concept toward commerce and B2B workflows:

• Express Wishlist with quick setup and account/checkout widgets.
• Request a Quote feature aimed at B2B buyers.
• B2B pricing and Draft Order creation from a wishlist.
• POS integration: manage wishlists and purchase history in-store.
• Social proof and sharing widgets to drive conversions.
• Multimarket support for languages and currencies.

Fish focuses on converting wishlist interest into orders through quote flows and POS/draft order integration.

Analysis — Wishlist core

Both apps deliver solid wishlist experiences, but they aim at different merchant needs. Mst is optimized for lightweight, design-friendly wishlists and alerting shoppers when a saved item becomes purchase-ready. Fish focuses on converting wishlist signals into business transactions through quote requests and POS workflows. For pure wishlist UX and customization, Mst has a clear emphasis; for wishlist-driven commerce, Fish offers additional commercial hooks.

Advanced Commerce Features: B2B, Quotes, POS

• Fish clearly targets merchants with B2B requirements. The Trade plan ($90/month) unlocks Request a Quote, Draft Orders, auto-invoicing, and quantity pickers—features that support wholesale workflows and high-touch sales processes.
• Fish integrates with Shopify POS, which is useful for omnichannel merchants who need consistent wishlist and history data between online and in-store transactions.
• Mst does not advertise dedicated B2B quote features or draft order creation. Its strengths lie in notifications and marketing triggers rather than wholesale commerce workflows.

Recommendation: Merchants selling wholesale or handling formal quote processes will find Fish’s Trade plan more relevant. For DTC stores that don’t require quotes or POS wishlist access, Mst often covers needs at a lower entry price.

Marketing & Retargeting Features

• Mst includes price-drop and back-in-stock alerts via multiple channels (email, SMS, push). That is valuable for reactivation and conversion of wishlist shoppers.
• Fish links wishlist activity into social proof and sharing widgets and supports integrations such as Klaviyo, enabling targeted follow-ups.
• Both apps offer Shopify Flow triggers, which lets merchants automate actions in response to wishlist events when combined with appropriate Flow recipes.

Analysis: Mst focuses more directly on price and inventory-triggered re-engagement, which is a proven driver for conversions from wishlist users. Fish’s emphasis on sharing and social proof can increase discovery and referral, especially for stores relying on social selling.

Customization & Theming

• Mst is explicit about full customization: Liquid template, HTML, and CSS control, along with a customizable "My Wishlist" page that matches the store theme. This indicates flexibility for merchants with custom themes or headless implementations.
• Fish offers express setup and configurable widgets for checkout and account pages, but the description highlights convenience and fast implementation over deep code-level customization.

Analysis: For merchants with heavy front-end customization needs or headless setups, Mst’s explicit Liquid and API support is advantageous. Fish’s quicker setup and pre-built widgets are attractive for stores that prefer a plug-and-play approach.

Integrations & Ecosystem

• Mst lists integrations with Klaviyo, PushOwl/Brevo, Apploy, and support for Shopify Flow. Those connections suit merchants that already use Klaviyo for segmentation and marketing automation.
• Fish lists checkout and POS integrations, Klaviyo, Draft Orders, and Shopify Flow. The Draft Orders integration is notable for B2B or high-touch sales processes that require manual order completion.
• Both apps work with multi-language and multi-currency stores.

Analysis: Integration needs should shape the decision. If Klaviyo flows and headless support are mission-critical, Mst is a fit. If POS, draft orders, and B2B pricing are required, Fish is better integrated for those workflows.

Pricing & Value

Pricing is a major differentiator, both in headline cost and value for money.

• Mst: Single monthly plan at $2/month. The plan advertises one fixed cost that unlocks all features with no limits on items or customers. For bargain-conscious stores that simply need wishlist and alerting, Mst presents a very low barrier to entry and strong nominal value.
• Fish: Tiered pricing with a Free Starter tier (up to 100 customers) and paid tiers:
  • Lightning — $40/month: unlimited wishlists, checkout upsell, account page extensions, previously purchased & abandoned cart features.
  • Trade — $90/month: B2B-focused features like request a quote, draft orders, auto-invoicing, quantity picker.
  • Starter plan is useful for testing, but it’s limited to small audiences.

Value considerations:

• Mst provides “all features” for $2/month, which is hard to beat if wishlist alerts and customization cover merchant needs.
• Fish’s paid plans scale toward commerce complexity: the Lightning tier is priced for merchants who want more commerce widgets and checkout upsells, while Trade targets B2B use cases—which typically justify higher fees.

When assessing value for money, merchants should consider:

• The concrete lift expected from wishlist alerts and social sharing.
• Whether B2B/draft order features yield time savings or revenue upsides that offset the higher monthly fee.
• The downstream app stack and the ongoing costs of multiple single-function tools.

Recommendation: For tight budgets and basic wishlist+alerts, Mst offers superior value for money. For stores that need B2B functionality or POS integrations that remove manual order work, Fish’s higher tiers may represent better value by replacing labor with automation.

Setup, UX & Performance

Onboarding and Implementation

• Mst claims easy setup and emphasizes responsive behavior across desktop and mobile. The template-level customization implies merchants or developers can adapt it to existing themes without heavy lift if comfortable with Liquid/CSS.
• Fish pitches "Get up and running in minutes" and offers White Glove Installation, suggesting trade-offs: quick out-of-the-box experience or premium onboarding for more complex setups. Its express widgets for account and checkout pages speed deployment.

Speed and Mobile Experience

• Both apps advertise mobile responsiveness. Site speed impact will depend on the extent of custom widgets and how scripts are loaded.
• For stores sensitive to Core Web Vitals, developers should audit the apps in staging: confirm async loading, minimal blocking scripts, and theme integration that doesn’t inflate page size.

Migration and Data Portability

• Fish advertises free migration from other wishlist apps on higher tiers, which simplifies switching.
• Mst provides API access, which aids migration for merchants with developer resources, but may require more manual effort if moving from another system.

Overall UX take: Fish prioritizes fast, low-effort setup with options for a white-glove experience. Mst offers deeper customization for developers willing to tune templates.

Support, Onboarding & Documentation

• Review counts suggest differing support exposure. Mst has 150 reviews and a 4.7 rating, indicating broad usage and feedback. Fish has 7 reviews and a 5.0 rating—strong but from a much smaller sample.
• Fish’s white-glove installation offering indicates a hands-on onboarding option, which can be critical for B2B stores migrating complex catalogs or POS integrations.
• Mst’s documentation appears aimed at merchants comfortable editing Liquid templates, with API and headless support for advanced integrations.

Support expectations:

• Merchants should check response SLAs, availability of live chat or email support, and whether higher-tier plans include prioritized onboarding or dedicated assistance.
• A useful test is to send a pre-sales question to each developer to evaluate response time and technical competence.

Security, Data, and Compliance

Both apps rely on Shopify’s platform for transactional data but will handle customer email and notification workflows. Key points to verify with either vendor:

• How wishlist data is stored and exported.
• How personal and notification preferences are maintained.
• Whether third-party integrations (SMS/push providers) require separate data agreements.

Merchants operating in regulated regions should verify that the app’s communication channels support consent management and opt-out flows for email/SMS.

Reporting & Analytics

• Neither app advertises extensive native analytics dashboards in the supplied descriptions. Mst’s strength is in event triggers that can feed external analytics (e.g., Klaviyo). Fish includes social proof widgets that may include conversion metrics, but specifics are limited.
• Recommended approach: Use Shopify Reports, Google Analytics events, or Klaviyo metrics to measure wishlist-to-order conversion, revenue influenced by wishlist alerts, and quote-to-order conversion for Fish.

Integration with external analytics or CRM is a must for merchants who want to directly attribute revenue to wishlist interactions—this often determines perceived ROI.

Scalability & Maintenance

• Mst: Designed with no limits on customers or wishlist items. API and headless support indicate capacity to serve stores that scale, provided technical maintenance is in place.
• Fish: Offers plan tiers that align to different merchant sizes and workflows. Fish’s POS and draft order features may be particularly valuable as store complexity increases.
• Considerations:
  • For rapid growth or Shopify Plus merchants, confirm how each app handles high event volumes and whether enterprise-level SLAs exist.
  • Developers should confirm if custom features will require recurring developer time to maintain compatibility with theme updates and Shopify changes.

Strengths and Weaknesses — Quick Summary

Mst: Wishlist + Marketing flow

• Strengths:
  • Extremely low monthly cost ($2).
  • Flexible customization (Liquid, HTML, CSS).
  • Price drop and back-in-stock alerts across channels.
  • No limits on wishlist items or customers.
  • API and headless support.
• Weaknesses:
  • Limited B2B/quote workflows.
  • May need developer work for full feature realization.
  • Less direct POS or draft order integration.

Fish Wishlist & Quote Request

• Strengths:
  • Built-in B2B features (Request a Quote, Draft Orders).
  • POS integration for omnichannel consistency.
  • Social proof and sharing widgets to increase conversions.
  • Fast setup and white-glove onboarding options.
• Weaknesses:
  • Higher price tiers for advanced functionality.
  • Smaller review sample; less crowd-sourced feedback than Mst.
  • Customization depth less emphasized.

Use Cases & Merchant Recommendations

• Best for small DTC stores on a budget: Mst provides a high-value wishlist with marketing alerts for $2/month. It’s a good fit when a simple, customizable wishlist and inventory/price alerting are priorities.
• Best for omnichannel and B2B merchants: Fish suits stores that require POS syncing, quote requests, draft order creation, and B2B pricing. It reduces manual conversion work for wholesale or trade customers.
• Best for stores that want rapid deployment with optional white-glove onboarding: Fish’s express widgets and installation services speed time to value.
• Best for developers or shops with headless architectures: Mst’s API and Liquid-level customization provide flexibility and control.

Migration Considerations

Switching wishlist providers can cause friction in customer experience and data continuity. Questions to clarify before migrating:

• Can wishlists and wishlist item metadata be exported and imported?
• Does the new provider support guest-to-customer wishlist merging?
• Are price-drop and back-in-stock alert histories preserved?
• What is the migration assistance policy and cost?

Fish advertises free migration on higher tiers, which can be decisive for stores with existing wishlist data. Mst’s API makes migration possible but may require developer effort.

Cost of App Sprawl: Hidden Operational Overheads

Using multiple single-purpose apps creates operational overhead beyond monthly fees:

• Multiple invoices and recurring billing management.
• More integrations to test and maintain after theme changes or Shopify updates.
• Cross-app data fragmentation that complicates attribution and customer profiles.
• Increased risk of performance issues as each app adds scripts to storefronts. This is where an integrated retention platform can change the economics of growth.

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

Understanding App Fatigue

App fatigue occurs when merchants accumulate many single-purpose apps to cover loyalty, reviews, referrals, wishlists, and email automations. Symptoms include:

• Fragmented customer data across multiple vendor dashboards.
• Increasing marginal costs for each new feature.
• Slower development and troubleshooting cycles as interactions between apps create edge-case bugs.

Consolidating key retention features reduces maintenance, centralizes reporting, and often improves overall merchant ROI.

Growave’s "More Growth, Less Stack" Value Proposition

Growave positions itself as an integrated retention platform that bundles wishlist functionality with loyalty, referrals, and reviews. The core idea is to trade multiple single-purpose tools for a single product that coordinates retention activities and centralizes customer engagement.

Merchants can use Growave to:

• Run customizable loyalty programs and VIP tiers that increase repeat purchases.
• Collect and showcase reviews and user-generated content to boost credibility.
• Use wishlist signals as part of loyalty and referral incentives, tying saved items into personalized win-back campaigns.

For merchants evaluating consolidation, comparing the combined costs and friction of multiple apps against a bundled platform is essential. To examine plans and pricing while considering consolidation, merchants can review options to consolidate retention features.

How an Integrated Platform Addresses the Limitations Seen Above

• Unified data: Wishlist signals, referral conversions, and review submissions live in one system, simplifying segmentation and automated campaigns.
• Reduced maintenance: One point of contact for app updates and compatibility reduces dev time.
• Cross-feature synergies: Wishlist behaviors can power loyalty rewards or trigger review requests—actions that single-purpose wishlist apps require manual choreography to achieve.
• Enterprise readiness: For scaling brands, the platform offers features designed for high-volume stores and enterprise support.

To see product-specific capabilities, merchants can review how Growave supports loyalty and rewards that drive repeat purchases and how it helps collect and showcase authentic reviews.

Practical Examples of Consolidation Benefits

• Turning wishlist saves into loyalty points: Instead of running a separate wishlist app and a loyalty app, an integrated platform can award points when a customer saves an item and incentivize conversions with targeted point bonuses.
• Automating review requests after a wishlist conversion: When a saved item becomes an order, the platform can automatically trigger a review request flow without additional integration work.
• Simplifying customer segments: Rather than joining data from three dashboards (wishlists, reviews, referral conversions), a single interface presents unified customer profiles that feed into retention campaigns.

Integrations and Enterprise Support

Integrated platforms need to play well with existing marketing stacks. Growave integrates with common providers like Klaviyo and Shopify POS and supports Plus-level features. Merchants considering a consolidated approach can evaluate integrations and enterprise readiness, or even book a personalized demo to discuss migration and strategy.

Hard CTA (early): Book a personalized demo to see how an integrated retention stack improves retention and reduces maintenance overhead. Book a personalized demo

Pricing and Try-before-commit

Consolidation requires budgeting trade-offs. Many merchants find that combining features under one vendor improves value for money because it reduces the total number of subscriptions and the operational drag of multiple vendors. Merchants can compare plan tiers to determine how an integrated platform balances feature breadth and cost; for pricing details and plan comparisons, review options to consolidate retention features.

Reinforcing the specifics:

• Wishlist functionality is included alongside loyalty, referrals, and reviews.
• For merchants on Shopify Plus or scaling quickly, dedicated enterprise-level support and custom onboarding are typically available; a helpful page to review such options discusses solutions for high-growth Plus brands.
• For merchants focused on driving repeat revenue, Growave explains how to consolidate retention features in concrete plan tiers.

How Growave Compares Functionally

• Wishlist parity: Growave offers wishlist features that cover save-for-later and alerting behavior found in dedicated wishlist apps.
• Loyalty and rewards: Native programs, VIP tiers, and reward mechanics that turn one-time buyers into repeat customers.
• Reviews & UGC: Built-in review collection and display reduces the need for a separate review app.
• Referral mechanics: Referral campaigns that encourage customers to refer friends for rewards.
• Integrations: Native connectors to Klaviyo, Shopify POS, Recharge, and more reduce the need for custom connectors.

For merchants wanting to evaluate the review experience and social proof capabilities specifically, see how Growave helps collect and showcase authentic reviews.

How to Decide — Practical Checklist

Use this checklist to choose between Mst, Fish, or an integrated platform:

• Requirement for B2B quotes, draft orders, or POS wishlist management → consider Fish (Trade plan) or a platform with B2B capabilities.
• Need deep front-end customization and low cost → Mst is a cost-effective option if wishlist alerts and styling are the primary needs.
• Desire to reduce monthly apps, centralize retention, and unlock loyalty/referral synergies → evaluate an integrated platform that combines wishlist with loyalty, referrals, and reviews.

If the goal is to consolidate multiple retention touchpoints into one system while maintaining flexibility and enterprise support, merchants can consolidate retention features and explore the platform through the Shopify App Store to install from the Shopify App Store.

Conclusion

For merchants choosing between Mst: Wishlist + Marketing flow and Fish Wishlist & Quote Request, the decision comes down to functionality and business model:

• Choose Mst: Wishlist + Marketing flow if the priority is an inexpensive, highly customizable wishlist with strong price-drop and back-in-stock alert capabilities. It offers excellent value for money for merchants that do not need B2B or POS wishlist workflows.
• Choose Fish Wishlist & Quote Request if the store requires B2B workflows, quote management, draft orders, and POS integration that turn wishlist interest into formal commerce processes.

For merchants who want to overcome the limits of single-purpose apps—reducing maintenance, aligning data, and driving higher lifetime value—an integrated retention platform can be a better long-term choice. Growave combines wishlist functionality with loyalty, referrals, reviews, and VIP tiers, designed to reduce tool sprawl and boost repeat purchases. Merchants can compare plan tiers and consolidate retention tools to consolidate retention features and decide whether an integrated approach meets growth needs. For stores that prefer to install through Shopify, Growave is also available to install from the Shopify App Store.

Hard CTA (conclusion): Start a 14-day free trial to evaluate how a unified retention stack reduces app sprawl and increases customer lifetime value. Start a 14-day free trial

FAQ

Q: How do Mst: Wishlist + Marketing flow and Fish Wishlist differ in pricing? A: Mst offers a single $2/month plan that includes all wishlist features with no limits on items or customers, delivering a low-cost entry. Fish uses tiered pricing with a Free Starter option (limited to 100 customers) and paid tiers at $40/month (Lightning) and $90/month (Trade) that unlock commerce and B2B workflows. The choice depends on whether the merchant needs advanced B2B or POS features.

Q: Which app is better for B2B wholesalers who need quote workflows? A: Fish Wishlist & Quote Request targets B2B merchants with its Request a Quote feature, Draft Order creation, auto-invoicing, and quantity pickers on the wishlist. These features are specifically designed to streamline wholesale and trade sales processes.

Q: Can either app replace a loyalty or review platform? A: Both Mst and Fish focus primarily on wishlist functionality; they integrate with marketing tools but are not full loyalty or review platforms. Merchants wanting to combine wishlist signals with loyalty, referral campaigns, and review management should consider an integrated platform that bundles these capabilities.

Q: How does an all-in-one platform compare to specialized apps? A: An all-in-one platform reduces the number of subscriptions and consolidates customer data, making it easier to run retention programs that span wishlists, rewards, referrals, and reviews. This reduces operational overhead and often improves long-term value for money. For merchants interested in a unified solution, evaluating plan tiers to consolidate retention features and exploring how to collect and showcase authentic reviews or run loyalty and rewards that drive repeat purchases can clarify the trade-offs.