Mst: Wishlist + Marketing Flow vs Multi Wishlist‑MyAppGurus

Introduction

Choosing the right wishlist app for a Shopify store looks simple on the surface but quickly becomes a strategic decision. Wishlists can increase conversions, drive repeat visits, and feed remarketing flows — yet not every wishlist tool is built for the same priorities. Some are laser-focused on a lightweight, low-cost feature set. Others emphasize multiple customization options but have limited evidence of scale or long-term support.

Short answer: Mst: Wishlist + Marketing flow is an affordable, feature-packed wishlist built for merchants who want multiple wishlists, guest access, and marketing triggers like price-drop and back-in-stock alerts at a minimal monthly cost. Multi Wishlist‑MyAppGurus offers highly targeted UI controls and a clean “save and move to cart” experience; it may appeal to stores that prioritize UI polish and simple wishlist-to-cart flows. For merchants who want to avoid adding yet another single-purpose app and want loyalty, reviews, referrals and wishlist all in one place, a unified retention platform like Growave can deliver stronger long-term value and reduce tool sprawl.

This post provides an in-depth, feature-by-feature comparison of Mst: Wishlist + Marketing flow and Multi Wishlist‑MyAppGurus. The aim is to help merchants weigh trade-offs across features, integrations, pricing, implementation effort, and long-term value. After a balanced examination, the article presents an alternative approach to app fatigue with an integrated retention stack.

Mst: Wishlist + Marketing flow vs. Multi Wishlist‑MyAppGurus: At a Glance

The table above gives a quick snapshot. The sections that follow unpack each criterion in more detail so merchants can match capabilities to priorities.

Feature Comparison

Core Wishlist Capabilities

Multiple Wishlists and Organization

Mst: Wishlist + Marketing flow positions itself as a multi-wishlist tool that supports an unlimited number of wishlists per customer and guest wishlists. The app emphasizes flexibility — customers can create and name multiple lists for occasions or preferences, and there’s explicit support for guest users and no limits on item counts.

Multi Wishlist‑MyAppGurus similarly supports multiple wishlists, enabling customers to create, name, and manage lists for different use cases. The focus is on the UX around organization and moving items to cart quickly.

What this means for merchants:

• Both apps handle the basics: multiple lists, named lists, and guest support.
• Mst is explicit about removing arbitrary limits (no cap on customers or item counts), which matters for rapid-growth stores.
• Multi Wishlist places more emphasis on the customer-facing UX for quick checkout, which can improve conversion on saved items.

Save-to-Cart Flow and Conversion Mechanics

Multi Wishlist‑MyAppGurus highlights a “move to cart” flow, minimizing friction between saved items and checkout. That kind of micro-optimization can meaningfully improve conversion rates among returning visitors who use wishlists as shopping intents.

Mst does not market move-to-cart as the primary feature in the same way. It focuses more on tracking saved items and using alerts to re-engage.

Merchant takeaway:

• If reducing friction from saved items to purchase is the top priority, Multi Wishlist’s explicit move-to-cart UX is a strong plus.
• If the goal is to re-engage saved-item interest through automated alerts, Mst offers dedicated triggers.

Alerts: Price Drop and Back-In-Stock

Mst differentiates itself by offering price-drop and back-in-stock alerts across email, SMS, and push. That capability turns wishlists into active remarketing triggers, capturing purchase intent at the moment a barrier (price or inventory) is removed.

Multi Wishlist mentions re-engagement via saved item reminders but does not list native price-drop or back-in-stock alerts in the provided app description.

Practical implications:

• Mst’s alerts are a direct route to recover intent without building separate automations. Merchants using Klaviyo or similar ESPs can extend or refine these alerts.
• Stores that rely on inventory-based urgency or pricing events will find Mst’s native alerts closer to a turn-key solution.

Customization and Theming

Mst offers fully customizable wishlist pages using Liquid templates, HTML, and CSS, with headless-API support. That is valuable for merchants that require brand-aligned UI or advanced theme integrations (including Shopify Plus stores and headless setups).

Multi Wishlist provides button and UI customization and claims compatibility with modern themes. It’s likely sufficient for most merchants who need consistent theme styling, but the data does not highlight deep template-level editing or headless support.

Developer perspective:

• For heavy visual or structural customization (custom pages, headless storefronts), Mst presents a stronger technical surface.
• For standard theme integration and modest button-level customizations, Multi Wishlist is usually adequate.

Integrations and Ecosystem Fit

Marketing and Messaging Integrations

Mst lists integrations with Klaviyo, Brevo, PushOwl and other messaging tools, and also notes compatibility with Shopify Flow. Those integrations enable richer automation: saved items can trigger segmented flows, price-drop alerts can be routed through preferred ESPs, and push/SMS channels can be used without workarounds.

Multi Wishlist’s description emphasizes compatibility with modern themes and "data insights" but does not detail third-party partnerships. That implies merchants may need to rely on native app notifications or build custom connections for advanced flows.

How to evaluate:

• Merchants invested in Klaviyo or multi-channel remarketing will appreciate Mst’s explicit integration list.
• Stores that prefer simpler, UI-first wishlist behavior and minimal external orchestration will find Multi Wishlist adequate.

Platform and Theme Compatibility

Both apps advertise compatibility with desktop and mobile, and with standard Shopify themes. Mst calls out API and headless theme support which is important for sites using custom storefronts, progressive web apps, or other advanced architectures.

Multi Wishlist appears to target stores using modern Shopify themes and page builders, but the public information is lighter on headless or API support.

Merchant decision point:

• Headless and custom storefront projects should favor the app with explicit API and headless support (Mst).
• Traditional stores with no headless plans can prioritize UX and conversion mechanics (Multi Wishlist).

Analytics, Data Export, and Insights

Mst’s description references data capabilities indirectly by noting integrations and API support. This suggests data can be surfaced into external analytics platforms or ESPs, which is useful for building segmented campaigns.

Multi Wishlist mentions "access data insights" but does not quantify the depth of analytics (for example, whether it gives product-level wish counts, user-level lists export, or event streams).

Important considerations:

• Merchants that depend on quantitative signals from wishlists (which products are most wished, wish-to-order conversion) should verify the exact exports and event hooks before choosing either app.
• If analytics will be stitched into an existing CDP or Klaviyo flow, Mst’s integration list and API focus gives it an advantage.

Pricing & Value

Sticker Price and Billing Model

Mst: Wishlist + Marketing flow publicly lists a single affordable monthly plan at $2/month with a flat cost for all features and no limits on items or customers. That simple pricing is attractive to smaller stores and those evaluating wishlist functionality without committing much budget.

Multi Wishlist‑MyAppGurus does not provide pricing details in the provided data. Lack of transparent pricing raises two practical issues for merchants:

• It requires a demo or install to learn the cost, which adds friction to evaluation.
• If the app bills on a per-order or usage basis, it could be costlier at scale compared to a flat $2/mo plan.

Value-for-money perspective:

• Mst provides clear, low-cost access to a robust set of features including alerts and customizations — strong value for stores that need those functions at scale.
• Multi Wishlist may offer competitive value for stores that prioritize UX and design, but lack of public pricing makes it harder to assess.

Total Cost of Ownership (TCO)

Budget should consider more than monthly app fees:

• Integration effort and developer time to customize or maintain theme changes.
• Ongoing automations routed through ESPs (if the app does not handle alerts natively).
• Customer support responsiveness and migration costs if switching apps later.

Because Mst combines both frontend customization and native alerting, merchants may spend less on third-party tools or engineering effort to connect wishlist actions to marketing channels. Multi Wishlist’s UX improvements may reduce conversion friction but could require additional automations for re-engagement.

Merchant takeaway:

• For low up-front subscription cost and native alerting, Mst is likely to be better value for money.
• For stores prioritizing customer experience and quick wishlist-to-cart flow, Multi Wishlist could justify higher hidden costs if it leads to higher conversion lift, but merchants should confirm pricing first.

Integrations & Workflow Capabilities

Email, SMS, and Push Workflows

Mst’s explicit support for price-drop and back-in-stock alerts via email, SMS, and push notifications is a strong workflow differentiator. When paired with Klaviyo or Brevo, these signals can be used to build targeted, time-sensitive nurture sequences that recover intent.

Multi Wishlist suggests re-engagement reminders but does not highlight multi-channel support or ESP integrations in the provided description.

Operational implication:

• Stores that rely on cross-channel messaging to convert wishlists into orders benefit from Mst’s built-in capabilities and integration list.
• If a merchant’s marketing stack is lightweight and those channels aren’t a priority, Multi Wishlist’s simpler approach may be acceptable.

Headless and API Workflows

Mst calls out API and headless theme support, enabling event-level data to be used in custom storefronts, mobile apps, and richer analytics pipelines.

Multi Wishlist’s compatibility statements focus on themes and standard Shopify admin flows. If the storefront is custom or headless, the store should validate API or webhook availability before committing.

Decision guidance:

• Choose Mst for advanced architectures that require programmatic wishlist interactions.
• For classic Shopify themes without headless plans, either can work; focus on UX and cost.

Support, Reviews & Developer Credibility

Ratings and Review Counts

Mst: Wishlist + Marketing flow — 150 reviews with a 4.7 rating. A 4.7 average across 150 reviewers signals consistent satisfaction and a proven track record across a diverse user base.

Multi Wishlist‑MyAppGurus — 6 reviews with a perfect 5.0 rating. While a 5.0 average is appealing, the small sample size makes it harder to project long-term reliability or broad applicability.

What to read between the lines:

• Higher review counts with strong ratings indicate the app has been used across more stores and scenarios, revealing common pain points and consistent support behavior (Mst).
• A small but perfect review set can indicate either an excellent early product-market fit or a nascent app with limited adoption (Multi Wishlist).

Support Channels and Response Expectations

Neither app’s public data details support SLAs or hours, so merchants should inspect the app listing or contact developers for response-time expectations. Support speed matters if the wishlist is core to the shopping experience.

Practical steps:

• Before installing, ask the developer about average ticket resolution times and available support channels (email, chat, phone).
• For mission-critical experiences on high-traffic stores, prefer apps with clearly documented enterprise or priority support options.

Implementation, Maintenance & Developer Control

Time to Install and Configure

Mst advertises an easy setup and fully customized wishlist page. With Liquid and template support, merchants can expect initial configuration to be straightforward, but deep customization will require a developer familiar with Shopify themes.

Multi Wishlist emphasizes "easy setup in Shopify admin," suggesting merchant-configurable settings that may reduce dependency on developers for basic UI changes.

Practical comparison:

• Mst suits stores that plan to make advanced theme-level customizations or headless integrations.
• Multi Wishlist is appealing to stores that want quick implementation and limited developer work.

Ongoing Maintenance and Theme Updates

Both apps will require occasional maintenance, particularly after theme updates or when Shopify changes its editor or checkout flows. Apps that rely on Liquid snippets or injected code need monitoring.

Merchant checklist:

• Confirm whether the app installs via an app block or theme snippet. App blocks are easier to manage with Online Store 2.0 themes.
• Validate how the app handles theme changes and if the developer offers migration assistance.

Security, Privacy, and Compliance

Wishlist apps collect and store customer preferences and, in some cases, contact details for alerts. Merchants should verify that each app adheres to Shopify’s app data handling standards and has appropriate security practices.

Points to confirm:

• Data retention and export options for customer wishlists.
• Compliance with regional privacy laws when using SMS or push (consent tracking, opt-out management).
• Whether the app uses webhooks or server-side processing to minimize exposure of customer data.

Because Mst lists integrations with major ESPs and works with customer accounts and Shopify Flow, it likely follows common patterns for secure data exchange. Multi Wishlist’s lighter integration profile should be checked for privacy handling around reminders and guest wishlists.

Performance and Mobile Experience

Mobile friendliness is critical since a large share of ecommerce traffic is mobile. Both apps claim responsive behavior. The practical difference lies in UI execution and speed:

• Multi Wishlist’s emphasis on UI flows and moving items to cart suggests a focus on fast, streamlined mobile UX.
• Mst’s comprehensive feature set (alerts, customization, API) must be well-implemented to avoid adding latency. Confirm that snippets are built with performance best practices.

Merchant testing steps:

• Test wishlist behavior on representative mobile devices, including add/remove, create multiple lists, and move-to-cart (if available).
• Measure any front-end performance impacts through Lighthouse or similar tools before deploying to production.

Use Cases and Merchant Recommendations

Best For: Mst: Wishlist + Marketing flow

• Merchants who want built-in price-drop and back-in-stock alerts without building bespoke automations.
• Stores that need multiple wishlists plus guest wishlist support with no item or customer limits.
• Teams that use Klaviyo, Brevo, or push/SMS channels and want native or easy integrations.
• Brands planning headless implementations or needing extensive template-level customization.

Why choose Mst:

• Strong review base (150 reviews at 4.7) and a clear integration story make it a reliable choice for merchants who want both wishlist features and immediate marketing triggers.
• The $2/month flat plan provides low cost of entry and predictable TCO for stores evaluating wishlist ROI.

Best For: Multi Wishlist‑MyAppGurus

• Merchants prioritizing polished, low-friction wishlist-to-cart UX.
• Stores that want quick setup and intuitive wishlist management for customers.
• Brands that value clean front-end design and are less concerned about advanced alerts or programmatic integrations.

Why choose Multi Wishlist:

• The app’s perfect 5.0 rating (6 reviews) suggests satisfaction among current users, and the focus on UX can improve conversions from saved items.
• For stores that will use wishlists primarily as a customer convenience and not as a core re-engagement channel, the app’s simplicity may be an advantage.

Situations That Require More Than a Wishlist App

• Brands focused on increasing lifetime value through coordinated loyalty programs, referral incentives, and UGC-driven review strategies.
• Stores that want to consolidate retention features into a single integrated workflow rather than managing separate apps for wishlist, loyalty, referrals, and reviews.
• High-growth or Shopify Plus merchants that need dedicated support, checkout extensions, or headless-friendly SDKs.

For these scenarios, an integrated platform that combines wishlist with loyalty, referrals, reviews, and VIP tiers reduces tool sprawl and centralizes data.

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

App sprawl is a growing operational problem for merchants. Adding a single-purpose tool for each retention task (wishlists, loyalty, referrals, reviews) can create overlapping costs, inconsistent customer experiences, duplicated data, and more maintenance overhead. The trade-offs include:

• Fragmented customer data across multiple vendors, making unified segmentation and rewards attribution harder.
• Increased monthly fees and integration complexity.
• Multiple support relationships and different upgrade cycles or breaking changes.

An alternative approach is to consolidate retention features into one integrated platform that covers loyalty, wishlists, reviews, referrals, and VIP segmentation. This approach reduces the need to build bespoke integrations and simplifies reporting and customer journeys.

Growave positions itself under the philosophy "More Growth, Less Stack": a single product suite that provides loyalty and rewards, referrals, reviews and user-generated content, wishlist functionality, and VIP tiers. That integrated approach addresses the limitations that single-purpose wishlist apps cannot solve alone.

Key benefits of consolidating retention tools into one platform:

• Unified customer profiles that combine wishlist behavior with loyalty points, referral actions, and review activity.
• Consistent reward mechanics across channels and touchpoints.
• Reduced development and maintenance overhead because fewer apps are injecting code into storefronts.
• Centralized reporting and analytics that surface LTV impact directly.

For merchants considering the shift from single-purpose apps to an integrated retention stack, Growave offers multiple entry points and features that align with the needs detailed earlier.

Explore how to consolidate retention features and reduce tool sprawl by reviewing Growave’s pricing and plans: consolidate retention features.

Growave’s wishlist is built into a broader retention ecosystem, enabling wishlisted products to feed loyalty incentives, review requests, and referral triggers without cross-app wiring. See how merchants build loyalty and rewards that drive repeat purchases using the same platform that manages wishlists.

Growave also helps merchants collect and showcase authentic reviews that integrate with loyalty programs and wishlist actions to amplify social proof.

Other practical considerations for an integrated platform:

• Enterprise and headless support: higher-tier plans include API/SDK features, custom reward actions, and dedicated launch plans — beneficial for Shopify Plus merchants.
• Single billing and consolidated support: fewer vendor relationships and aligned roadmaps reduce operational risk.
• Pre-built integrations with popular marketing tools to preserve existing workflows.

If a demo helps clarify fit for a specific store, book a personalized walkthrough to see the platform integrated into a real merchant flow: Book a personalized demo to see how an integrated retention stack improves retention. This will help evaluate whether consolidating wishlist, loyalty, referrals, and reviews into one platform reduces overhead and increases long-term LTV.

For merchants ready to evaluate the app directly in Shopify, Growave is available for installation: install from the Shopify App Store. For pricing transparency and plan comparison, review Growave’s options: consolidate retention features.

How Growave Maps to the Wishlist Use Cases Discussed Earlier

• For stores relying on native alerts and multi-channel reach: Growave’s integrations with ESPs and push providers allow wishlist signals to trigger automated messages while keeping everything in one platform. Learn how integrated loyalty and wishlist activities can boost repeat purchases by combining loyalty and rewards that drive repeat purchases and wishlist interactions.
• For brands focused on UX: Growave’s wishlist offers customer-facing controls compatible with modern themes and supports headless use cases at higher tiers.
• For stores measuring LTV: centralizing wishlist events with loyalty and review actions provides cleaner attribution for marketing spend and customer lifetime value calculation.
• For teams wanting fewer apps to manage: plan-level features consolidate tools into a single vendor relationship and a single points-of-contact for support and onboarding.

Growave is listed on the Shopify App Store for easy installation: install from the Shopify App Store. Pricing transparency is available on the official pricing page and includes a free plan and tiered paid plans for growth and enterprise needs: consolidate retention features.

The integrated model is not for every merchant. Smaller stores with a strict focus on cost minimization and a single wishlist use case may prefer a lightweight $2/mo solution. However, for stores that expect to scale, consolidate data, and invest in long-term retention, the "More Growth, Less Stack" approach reduces complexity and can deliver higher lifetime value.

Migration and Switching Considerations

If a merchant is already using Mst or Multi Wishlist and is considering consolidation into an all-in-one platform, the primary migration tasks include:

• Exporting existing wishlists and mapping them to customer records.
• Retesting theme placement and move-to-cart flows.
• Rebuilding automated flows for price-drop and back-in-stock notifications (if moving from an app that provided those natively).
• Verifying data privacy and consent for messaging channels when migrating SMS/push subscribers.

An integrated platform can often re-create or improve these workflows while centralizing controls. Before migrating, request a migration plan from the chosen vendor and validate support scope and timelines.

Final Comparison — Feature Snapshot

• Wishlist flexibility: Both apps support multiple wishlists and guest access; Mst emphasizes no limits and headless support, while Multi Wishlist emphasizes a smooth UX and move-to-cart flow.
• Alerts and marketing triggers: Mst has native price-drop and back-in-stock alerts with email/SMS/push; Multi Wishlist focuses on saved-item reminders but lacks explicit alert details.
• Customization: Mst exposes Liquid/HTML/CSS and API options; Multi Wishlist provides button/UI customization suited to most themes.
• Integrations: Mst lists clear integrations (Klaviyo, Brevo, etc.); Multi Wishlist requires further validation for ESP and third-party integration depth.
• Pricing transparency: Mst provides an explicit $2/month flat plan; Multi Wishlist’s pricing is not disclosed in the provided data.
• Reviews & credibility: Mst has 150 reviews at 4.7; Multi Wishlist’s 6 reviews at 5.0 are promising but limited in scale.
• Ideal merchant: Mst for low-cost, alert-driven, customizable needs; Multi Wishlist for polished UX and move-to-cart optimization.

Conclusion

For merchants choosing between Mst: Wishlist + Marketing flow and Multi Wishlist‑MyAppGurus, the decision comes down to priorities. Mst is an excellent choice for merchants who need an affordable, technically flexible wishlist with native alerts and broad integrations. Multi Wishlist‑MyAppGurus is better suited to brands that prioritize a streamlined save-and-move-to-cart customer experience and simple, theme-friendly setup.

However, if the ultimate goal is to increase retention, lift lifetime value, and reduce the operational overhead of managing multiple single-purpose apps, consolidating retention tools into a unified platform is worth evaluating. Growave combines wishlist functionality with loyalty, referrals, reviews, and VIP tiers in a single suite that simplifies data, reduces integrations, and centralizes support. Compare plans and see whether consolidating makes sense for store strategy by reviewing options to consolidate retention features or installing the app directly via the marketplace: install from the Shopify App Store.

Start a 14-day free trial to experience Growave’s integrated retention stack and evaluate whether moving from multiple apps to a single platform improves long-term growth.

FAQ

How do Mst: Wishlist + Marketing flow and Multi Wishlist‑MyAppGurus differ in re-engagement capabilities?

Mst explicitly provides price-drop and back-in-stock alerts across email, SMS, and push, enabling real-time re-engagement without building separate automations. Multi Wishlist highlights saved-item reminders and a strong UX to move wishlist items into cart but does not detail multi-channel alerting in the provided description. Merchants focused on reactivation via pricing or stock events will find Mst’s native capabilities more immediately useful.

Which app is better for stores using Klaviyo and advanced marketing automations?

Mst lists integrations with Klaviyo and other marketing tools, making it easier to incorporate wishlist events into existing flows. Multi Wishlist’s integration story is less explicit, so merchants relying heavily on ESP-driven automations should confirm available hooks and data exports before choosing it.

If design and UX are the main priorities, which app should a store pick?

Multi Wishlist emphasizes a frictionless save-and-move-to-cart experience and clean UI controls, making it a strong choice for stores that prioritize customer-facing design. Mst is also customizable but focuses more on alerts and technical flexibility; merchants who need heavy theming may still prefer Mst for its template-level access.

How does an all-in-one platform compare to specialized apps like these wishlist tools?

An all-in-one platform centralizes wishlist behavior with loyalty, referrals, and reviews, consolidating customer data and reducing the number of vendor integrations to manage. This approach simplifies reporting, improves cross-feature campaigns, and typically reduces total operational overhead. Merchants considering consolidation can evaluate whether unified retention features will increase LTV and streamline workflows by reviewing Growave’s plans and feature set: consolidate retention features.