Mst: Wishlist + Marketing flow vs. Wishlist Power: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a small decision that can have an outsized effect on retention, conversion, and average order value. Shopify merchants face a crowded marketplace of add-ons that promise similar outcomes—saving product interest, recovering demand, and surfacing customer intent—yet differ widely on customization, integrations, and long-term value.

Short answer: Mst: Wishlist + Marketing flow is an excellent choice for merchants who need a lean, low-cost wishlist with strong basic features (multiple wishlists, guest support, price-drop and back-in-stock alerts). Wishlist Power is a better fit for brands that want developer-friendly APIs, theme-aware no-code installs, and tiered plans that scale with wishlist volume. For merchants looking to reduce tool bloat and combine wishlist functionality with loyalty, referrals, and reviews, Growave presents a higher-value alternative.

This article provides a detailed, feature-by-feature comparison of Mst: Wishlist + Marketing flow and Wishlist Power to help merchants make an informed choice. It evaluates functionality, customization, integrations, pricing and value, support, and the practical business outcomes each app is likely to drive. After a fair comparison, the article explores why an integrated retention platform can make more strategic sense than stacking single-purpose apps.

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

Deep Dive Comparison

This section examines the two apps across practical merchant-focused criteria: core features, customization, integrations, performance, pricing and value, analytics, setup, and support. The goal is to help merchants match capabilities to business priorities like retention, LTV, and operational simplicity.

Features

Core Wishlist Functionality

Mst: Wishlist + Marketing flow centers on the essential wishlist actions shoppers expect: saving favorites, returning to them later, sharing lists, and supporting both guest users and signed-in customers. Its selling point is the lack of limits—unlimited wishlist items and unlimited customers—even on the low-cost monthly plan. That makes it appealing for stores that want a "set it and forget it" wishlist without worrying about usage caps.

Wishlist Power delivers the same core features with an emphasis on tailoring the UI to match a store's brand. The app promotes a no-code installation that adapts to popular themes and provides additional sharing and management tools. The app also exposes developer-friendly APIs, which permit bespoke wishlist flows and custom integrations.

Practical merchant implications:

• Stores with large catalogs and heavy wishlist activity will appreciate Mst’s unlimited item approach if budget predictability is a priority.
• Stores that prioritize pixel-tracked behaviors or want to build wishlist-driven marketing segments may prefer Wishlist Power for its analytics and API surface.

Advanced Features: Alerts, Recovery, and Marketing

Mst: Wishlist + Marketing flow includes price-drop and back-in-stock alerts by email, SMS, and push notifications. This is a straightforward path from wishlist activity to reactivation and purchase, enabling behavioral campaigns that recover demand without additional middleware.

Wishlist Power focuses on insights and external tracking: pixel integrations (GA4 and TikTok on Advanced plans) and a JavaScript API on Pro plans. These features are useful for marketers who want to build wishlist-triggered audiences, measure funnel impact in analytics, or run targeted ad campaigns based on wishlist activity.

Practical merchant implications:

• For immediate remarketing tied to availability and pricing, Mst has built-in alert flows that simplify recovery.
• For advanced ad targeting, conversion tracking, and cross-channel attribution by wishlist behavior, Wishlist Power has stronger pixel and analytics tooling.

Multi-Wishlist, Guest Support, and Sharing

Both apps support multiple wishlists per customer and guest wishlists, but the user experience differs in the fine details:

• Mst emphasizes unlimited lists and items with responsive design and a fully customizable wishlist page using Liquid, HTML, and CSS. This makes it straightforward to fully theme the wishlist page to match UX expectations.
• Wishlist Power markets an adaptive UI that visually aligns with popular themes and provides control over spacing, colors, and layout via no-code options, plus the option to extend visuals via developer tools.

Merchant takeaway:

• If avoiding developer involvement is a priority, Wishlist Power’s no-code visual match is appealing.
• If full control and direct templating is needed for an owned-page experience, Mst’s Liquid-based customization is strong.

Customization & Theming

Both apps offer customization and developer capabilities, but with different trade-offs.

Mst:

• Exposes Liquid templates and supports headless use cases, allowing deep theme-level integration.
• Encourages manual styling via HTML/CSS, which is ideal for merchants with developer support or for theme-savvy merchants.

Wishlist Power:

• Prioritizes ease of visual integration without code while still offering APIs for developers who want to extend behavior.
• The no-code install reduces risk of theme conflicts, a practical advantage for stores without a development team.

Practical merchant implications:

• Stores with in-house developers or agencies that want precise control will likely prefer Mst’s template-level flexibility.
• Stores that need a fast, low-touch install with consistent visual results may find Wishlist Power delivers more predictable theming outcomes.

Integrations & Ecosystem

Integration options dictate how wishlist events translate into growth activities—email flows, SMS campaigns, push notifications, and CRM segmentation.

Mst integrates with:

• Klaviyo for email/SMS segmentation,
• Shopify Flow for automated workflows,
• PushOwl and Brevo for push, email, and SMS,
• Apploy mobile app builder, and supports headless architectures.

Wishlist Power integrates with:

• Shopify Flow,
• Checkout and Shopify POS for a consistent multi-channel experience,
• Pixels (GA4/TikTok on paid tiers),
• Klaviyo via the Pro plan.

Merchant takeaway:

• If the core stack includes Klaviyo and the store wants alerts and omnichannel recovery, both apps can fit; Mst includes marketing alert channels directly.
• If pixel-tracking and checkout/pos reach are priorities, Wishlist Power’s integrations and planed pixel support give it an edge at higher tiers.
• Consider which integrations are included at which price points; app selection should reflect the integrations needed for current and next-stage growth.

Analytics, Customer Insights & Data Access

Wishlist Power markets the ability to "gain unique insights about your products and customers" with pixel integrations and developer API access. That approach supports building audience segments for ad platforms and analyzing wishlist behavior across campaigns.

Mst offers data access and API/headless support, enabling similar analysis if the merchant routes wishlist events into their analytics stack via Klaviyo or a custom integration. However, Mst’s out-of-the-box analytics appear more focused on conversion-driving alerts rather than pixel-level attribution.

Merchant takeaway:

• Analytics-first merchants who want direct pixel and tracking support should evaluate Wishlist Power’s paid tiers.
• Merchants who rely heavily on Klaviyo or server-side integrations may find Mst’s marketing alert features sufficient and simpler to operationalize.

Performance & Scalability

Performance factors for wishlist apps include constraints on item counts, handling of large catalogs, and support for enterprise stores.

Mst explicitly advertises:

• No limit on wishlist items and no limit on customers, even on the $2/month plan.

Wishlist Power uses a quota model:

• Free plan allows 100 wishlist items/month,
• Starter plan increases to 5,000 items/month,
• Advanced and Pro plans scale to 15,000 and 30,000 items/month respectively.

Merchant takeaway:

• High-volume stores or those with active wishlists should evaluate volume caps carefully. Mst’s unlimited approach removes one common scaling headache.
• Wishlist Power’s quota model can be cost-effective for low-to-moderate usage stores; however, growth may require moving up plans.

Pricing & Value

Price is a practical constraint that needs to be weighed against expected outcomes (retention lift, recovered revenue).

Mst: Wishlist + Marketing flow

• Single monthly plan at $2/month with all features enabled and unlimited wishlist items and customers. This simplicity is budget-friendly and simplifies vendor management.

Wishlist Power

• Free tier for essentials with a 100-item/month cap—good for testing.
• Starter at $15.99/month (5,000 items/month) introduces sharing and forced login.
• Advanced at $39.99/month (15,000 items/month) adds GA4/TikTok pixel support.
• Pro at $69.99/month (30,000 items/month) adds Klaviyo and Shopify Flow integrations and JS API access.

Value-for-money assessment:

• For stores that only need a wishlist and occasional alerts, Mst represents strong value for money because it removes caps and includes alerts at a minimal cost.
• Stores planning to use wishlist behavior as an advanced marketing signal (ad retargeting, analytics segmentation) might find Wishlist Power’s planed features worth the incremental monthly expense.

Pricing nuance to watch:

• Wishlist Power ties key marketing integrations (Klavyio and Flow) to higher tiers, which means integration costs can rise as the store scales.
• Mst’s low monthly price hides fewer restrictions but may require manual or semi-custom integration for advanced analytics.

Setup, Maintenance & Theme Compatibility

Setup complexity is an operational cost. An easy install reduces risk of theme collisions and frees the team to focus on conversions.

Wishlist Power:

• No-code install and theme adaptability reduce friction, a plus for merchants who prefer quick, visual installs and minimal developer time.
• Developer APIs remain available for customization once the app is functioning.

Mst:

• Liquid-template customization and broad headless support are powerful but may require developer involvement to achieve pixel-perfect results.
• Offers easy app setup messaging and compatibility with desktop and mobile devices.

Merchant takeaway:

• Time-poor teams without a developer should favor Wishlist Power’s no-code option.
• Brands with development resources who prefer to own the wishlist page look-and-feel may prefer Mst’s deeper theme integration.

Support & Reviews

App store reviews and ratings provide a signal of responsiveness and product maturity.

• Mst: Wishlist + Marketing flow — 150 reviews, 4.7 rating. A substantial review base suggests wider adoption and a history of merchant feedback.
• Wishlist Power — 18 reviews, 4.8 rating. Higher average rating but a smaller review sample could mean a niche or newer user base.

Support posture:

• Both apps list integrations with Flow and Klaviyo and offer documentation for developers. Merchants should review support SLAs, availability of live help, and whether integrations are included or gated by plan.

Practical recommendation:

• Read recent reviews to assess current support quality. Large review counts with high ratings (as with Mst) generally indicate stable performance across stores.
• Smaller but pristine review sets (as with Wishlist Power) can indicate exceptional support for a focused group but require careful vetting for broader use.

Security & Privacy

Wishlist data is customer-focused and must be handled in accordance with privacy policies and local regulations.

• Both apps operate within Shopify’s ecosystem and inherit baseline platform security.
• Merchants should verify how wishlist data is stored, whether personally identifiable information (PII) is transmitted to third-party services, and how integrations (like Klaviyo or GA) manage data collection.

Merchant action:

• Confirm data processing locations and retention in privacy policies.
• Ensure wishlist-to-marketing flows obtain proper consent for email/SMS/push communications.

Migration & Exit Considerations

When installing single-purpose apps, merchants should plan for migration risk.

• How portable is wishlist data if an app is swapped?
• Does the app provide export tools or APIs for bulk migration of wishlist lists and items?
• Is the wishlist embedded as a theme component that will require cleanup on removal?

Both Mst and Wishlist Power offer APIs and headless support, which typically helps extract data if needed, but merchants should perform a data export test before committing.

Use Cases: Which App Is Best For Which Merchant

The following practical guidance can help merchants match each app to a business context and growth stage.

Mst: Wishlist + Marketing flow — Best for merchants who:

• Need a low-cost, always-on wishlist with unlimited items and customers.
• Want built-in price-drop and back-in-stock alerting without a complex workflow.
• Have developer resources and want full control over the wishlist page via Liquid templates or are running headless setups.
• Value predictable, minimal monthly costs and want to avoid item quotas.

Wishlist Power — Best for merchants who:

• Want a fast, no-code install that visually adapts to the active theme.
• Plan to use wishlist behavior as an ad/analytics signal and need pixel integrations (GA4, TikTok).
• Need tiered plans that align costs to wishlist volume, at least in early stages.
• Want a developer API for advanced wishlist-driven experiences but prefer a lower-maintenance visual setup initially.

Business examples (advice-only, non-hypothetical):

• A mid-size fashion brand that wants wishlist-driven ad retargeting and accurate event tracking may value Wishlist Power’s pixels and API access.
• A high-volume marketplace or catalog store with thousands of items and frequent wishlist activity will appreciate Mst’s unlimited-item policy to avoid surprise overage or plan migration.

Pricing Comparison (Quick Recap)

• Mst: $2/month — full feature set, unlimited items/customers.
• Wishlist Power: Free to $69.99/month tiered plan—feature gating and item quotas increase with price.

Value-for-money summary:

• Mst offers a predictable and low-cost path for most wishlist needs.
• Wishlist Power offers graded capability for stores that require analytics and integration at higher tiers, making it potentially more cost-efficient for stores whose usage fits the quotas.

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

Unlimited point solutions create friction beyond the sticker price. Each additional app increases theme complexity, potential conflict, maintenance time, and data fragmentation. That reality is often labeled "app fatigue."

What Is App Fatigue?

App fatigue is the cumulative overhead of maintaining multiple single-purpose apps that together promise a complete growth stack. Symptoms include:

• Overlapping features that increase monthly expenses.
• Fragmented customer data across multiple providers.
• Increased risk of theme conflicts when apps inject scripts or modify storefront templates.
• Siloed analytics that make it difficult to measure the end-to-end impact of retention programs on lifetime value.

These issues are particularly acute for merchants that aim to scale retention programs—loyalty, referrals, reviews, and wishlist-driven marketing—because each function often needs to interoperate to produce durable outcomes.

Growave’s "More Growth, Less Stack" Philosophy

Growave positions itself as an integrated retention platform designed to replace multiple single-purpose apps. The philosophy centers on consolidating the core retention levers—Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers—into a single platform to reduce overhead and improve outcome measurement.

Growave’s approach reduces the number of vendor relationships and script injections on the storefront while enabling cross-channel workflows that turn wishlist activity into loyalty incentives, review prompts, or referral opportunities. Compare plan options and features to determine if consolidation will lower total cost of ownership and increase retention impact across the customer lifecycle.

• Merchants can evaluate how to consolidate retention features and compare plans that bundle wishlist with rewards and reviews.
• For stores that want a Shopify-native install, it is possible to install an integrated retention suite from the Shopify App Store to reduce app sprawl.

Practical benefits of consolidation:

• Unified customer profiles that capture wishlist activity, reward balances, referral status, and review history.
• Cross-functional campaigns that leverage wishlist signals to power loyalty offers or trigger review requests.
• One support relationship and one billing endpoint rather than multiple vendors.

Growave Feature Highlights (Contextual Links)

Growave combines the functions most merchants are already seeking across single-purpose wishlist apps and more:

• Loyalty and Rewards: Merchants can build loyalty and rewards that drive repeat purchases with point systems, redeemable rewards, and VIP tiers that convert wishlist interest into incentives.
• Reviews and UGC: The platform enables merchants to collect and showcase authentic reviews with automation and rich content features, closing the loop between wishlist interest and social proof.
• Wishlist & Wishlist Integrations: Wishlist behavior becomes a first-class signal within the larger retention program, so wishlist saves can automatically feed loyalty actions or email flows.
• Shopify Plus Support: For enterprise merchants, Growave offers solutions for high-growth Plus brands, including custom launch plans and dedicated support.

Practical illustration of cross-function value:

• A saved item on the wishlist can trigger a points reward if the store wants to incent early conversion, or it can be used to build remarketing segments that feed directly into email campaigns and ad audiences. By consolidating these touchpoints, merchants can measure the incremental revenue impact of a single wishlist event across the customer life cycle.

Integrations and Operational Simplicity

Growave integrates with common marketing and commerce platforms, reducing the need for custom middleware:

• Native ties with Klaviyo, Omnisend, Recharge, and customer support systems like Gorgias mean wishlist data and loyalty events can be used quickly within existing campaigns.
• For merchants on Shopify Plus, the platform supports advanced checkout and headless setups, giving enterprise stores the flexibility to centralize retention without losing technical capability.

Merchants can evaluate pricing tiers and install options to see how consolidating features into one platform affects monthly spend and operational effort. Merchant teams will typically save developer hours on maintenance and debugging when scripts and integrations are centrally managed.

Measuring the Payback

The practical ROI of consolidation depends on:

• How many single-purpose apps the merchant currently uses.
• The complexity of existing integrations (for example, lots of custom Klaviyo flows consuming wishlist data).
• The expected uplift in retention and repeat purchases through integrated campaigns.

A simple exercise to assess payback:

• Map current monthly costs for wishlist, loyalty, reviews, and referrals.
• Estimate developer and support hours spent on app conflicts, updates, and integrations.
• Compare that total against bundled platform pricing and the potential lift from coordinated campaigns.

This evaluation typically finds that merchants with two or more single-function apps can achieve better value for money and simpler operations by consolidating.

Book a personalized demo to see how an integrated stack improves retention.
(CTA: linked below to the demo page — Book a demo).

How Growave Compares Practically to Mst and Wishlist Power

• Wishlist parity: Growave includes wishlist features and configurable wishlist pages, reducing the need for a standalone wishlist app in many stores.
• Cross-function advantage: Wishlist events are native within loyalty, referral, and review workflows, enabling more creative and measurable activation strategies.
• Enterprise readiness: Growave supports Shopify Plus and provides dedicated launch plans and integrations that many single-purpose wishlist apps reserve for higher-tier plans.
• Consolidation of billing and support: Single platform means fewer compatibility surprises and a single point of contact for troubleshooting.

Merchants can compare plan levels and feature sets to determine whether the combined price of multiple single-purpose apps exceeds the bundle price for comparable functionality. For many growing brands, consolidation results in a better value proposition and fewer maintenance headaches.

• For merchants who want to consolidate retention features and evaluate plan fit, Growave publishes clear pricing tiers.
• To install directly from Shopify, review the option to install an integrated retention suite and trial core features.

Migration Checklist: Moving From a Single-Function Wishlist to an Integrated Platform

Switching platforms can be straightforward if the migration is planned.

Recommended steps:

• Export wishlist data: Verify whether the current wishlist app provides a CSV or API export of lists, items, and customer associations.
• Map wishlist events to loyalty and referral rules: Decide which wishlist actions should trigger loyalty points, email reminders, or referral nudges.
• Test on a staging theme: Install the integrated platform on a staging environment to validate theme compatibility and script behavior.
• Run parallel tracking: For a transition period, run both the old wishlist and the integrated wishlist side-by-side to compare event counts and ensure no data loss.
• Communicate changes to customers: If wishlist access requires account behavior changes (forced login, etc.), inform customers and provide clear instructions to avoid churn.

Growave supports migration planning and technical onboarding for merchants that want to consolidate multiple retention tools into one platform. If a demo is useful to explore migration specifics, merchants may book a personalized demo.

Support, SLA, and Developer Resources

When comparing app support, consider:

• Availability of documentation and code samples for headless or Liquid-based themes.
• Speed and quality of support (response times, developer escalation).
• Access to a customer success manager for enterprise tiers.

Mst and Wishlist Power both advertise developer APIs and headless compatibility, but the level of ongoing account management differs. Growave offers dedicated support on higher tiers and a documented path for Shopify Plus migrations for merchants that need a managed launch.

Conclusion

For merchants choosing between Mst: Wishlist + Marketing flow and Wishlist Power, the decision comes down to priorities:

• Choose Mst: Wishlist + Marketing flow if the objective is to add an affordable, unlimited wishlist with built-in price-drop and back-in-stock alerts—especially when budget predictability and unlimited items/customers are important.
• Choose Wishlist Power if the priority is a no-code theme match, pixel-based analytics, and a developer API on higher tiers—ideal for teams that want wishlist events to feed advanced ad targeting and detailed analytics.

Both apps serve core wishlist needs well. However, single-purpose apps can amplify operational overhead as retention programs mature. For merchants looking to reduce tool sprawl and connect wishlist activity to loyalty, referrals, and reviews, an integrated platform may offer better value and easier measurement.

Start a 14-day free trial to see how Growave consolidates wishlist, loyalty, and reviews into one retention platform and how consolidation can reduce cost and improve lifetime value.
(CTA: linked below to pricing — consolidate retention features)

Additional ways to evaluate consolidation:

• Compare feature lists against actual monthly spend on standalone apps.
• Review customer case studies to assess how consolidated workflows translate into repeat purchases and higher retention.
• For enterprise merchants, consider the benefits of solutions for high-growth Plus brands that include custom onboarding.

The Growave platform can be previewed and installed via the Shopify App Store; merchants can install an integrated retention suite and explore bundled functionality.

Frequently Asked Questions

What are the key differences in pricing between Mst: Wishlist + Marketing flow and Wishlist Power?
Mst: Wishlist + Marketing flow offers a single $2/month plan with unlimited items and customers and built-in alerting. Wishlist Power uses a multi-tier pricing model that starts free (with 100 items/month) and scales to $69.99/month for higher quotas and integrations. Evaluate expected wishlist volume and integration needs to determine which aligns best with budget and growth.

How do the apps differ in integrations and marketing workflows?
Mst focuses on direct alerting via email, SMS, and push through integrations with Klaviyo, Brevo, and PushOwl, plus support for Shopify Flow. Wishlist Power emphasizes pixel integrations (GA4/TikTok) and developer APIs tied to higher-tier plans. If immediate convert-back flows are the goal, Mst’s built-in alerts are efficient. If ad attribution and pixel-driven audiences are the priority, Wishlist Power offers stronger native pixel support.

Which app is better for stores with high wishlist volumes?
Mst is attractive for high wishlist volumes because it advertises no limit on items or customers at $2/month. Wishlist Power limits items by plan and may require upgrading as usage grows. Merchants with heavy wishlist activity should compare cost predictability and scalability before choosing.

How does an all-in-one platform compare to specialized apps?
An integrated platform reduces the number of vendor relationships, centralizes customer data, and enables cross-functional campaigns where wishlist events feed loyalty, referrals, and review flows. This can reduce maintenance, lower total cost of ownership, and improve measurement of lifetime value. To evaluate, compare the combined cost of multiple single-purpose apps and developer maintenance against an integrated plan that bundles the same capabilities. Merchants interested in consolidating can review Growave’s plans to determine whether a bundled approach will simplify operations and boost retention.

Further reading and exploration:

• To evaluate whether consolidation fits the business, merchants may consolidate retention features and compare the bundled plans.
• For hands-on exploration, stores can install an integrated retention suite or book a personalized demo to review migration and campaign design.
• Learn how to collect and showcase authentic reviews and build loyalty and rewards that drive repeat purchases using an integrated platform.