Mst: Wishlist + Marketing flow vs. Wizy Wishlist: Comparison

Introduction

Choosing the right wishlist app is a common but consequential decision for Shopify merchants. Wishlists are not just a convenience feature; they capture intent, fuel retargeting, and provide signals for restock and pricing strategies. Yet the Shopify App Store lists dozens of wishlist tools with overlapping claims. This comparison looks closely at two options—Mst: Wishlist + Marketing flow (by Mascot Software Technologies Pvt. Ltd) and Wizy Wishlist (by PATH)—so merchants can decide which fits their needs and when they should consider a consolidated retention platform instead.

Short answer: Mst: Wishlist + Marketing flow is a strong, low-cost pick for merchants who want a fully featured wishlist with unlimited items, guest support, and notification flows tied to price drops and back-in-stock alerts. Wizy Wishlist offers simple wishlist functionality with tiered plans that cap wishlist counts—potentially fine for small catalogs or stores testing the feature. For merchants focused on higher retention and long-term value, a unified retention suite such as Growave is often better value for money because it reduces app bloat while combining loyalty, reviews, referrals, and wishlist capabilities.

This post provides a feature-by-feature comparison of Mst and Wizy, analyzes pricing and integrations, evaluates UX and support, and closes with a strategic alternative: how an all-in-one retention platform can reduce tool sprawl and boost customer lifetime value.

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

Deep Dive Comparison

Features

Core wishlist functionality

Mst: Wishlist + Marketing flow

• Supports unlimited items per wishlist and unlimited customers.
• Allows multiple wishlists per customer.
• Guest wishlist functionality means non-account customers can save items.
• Wishlist page is fully customizable using Liquid, HTML and CSS.
• Responsive design for desktop and mobile.

Wizy Wishlist

• Provides a page or popup wishlist experience.
• Customizable button and wishlist page to match store aesthetics.
• Emphasizes an easy add/remove/purchase flow from the wishlist.

Analysis:

• The practical differences come down to scale and flexibility. Mst explicitly removes limits on saved items and customers and supports multiple wishlists. That matters for catalogs with large SKUs or merchants encouraging shared/wedding registries or multi-list workflows. Wizy’s popup or page model is simpler and can be enough for merchants with modest catalogs or who are testing wishlist impact.

Notifications and re-engagement tools

Mst: Wishlist + Marketing flow

• Built-in Price Drop and Back-in-Stock alerts.
• Notifications available via email, SMS, and push channels.
• Works with popular channels and marketing tools (Klaviyo, PushOwl, Brevo).

Wizy Wishlist

• Tracks customer demand and provides a control panel with stats.
• No public claim of native price-drop or back-in-stock multi-channel notifications.

Analysis:

• Mst has a clear edge for automated re-engagement because price-drop and restock alerts are essential ways to convert wishlist signals into purchases. Wizy focuses more on wishlist capture and reporting; merchants relying on wishlist signals to trigger marketing may need to build custom flows or add integrations.

Customization and theming

Mst: Wishlist + Marketing flow

• Full customization of the My Wishlist page and UI elements.
• Support for Liquid templates, allowing deep integration with Shopify themes and headless storefronts.

Wizy Wishlist

• Button and wishlist page customization; supports popup or page view.
• Likely easier setup for stores that want a straightforward look and feel without code.

Analysis:

• Mst suits merchants who want granular theme control and can edit templates. Wizy lowers the barrier to entry for those preferring quick styling tweaks.

Analytics & reporting

Mst: Wishlist + Marketing flow

• Provides analytics around wishlist usage and notification performance (through integrations).
• When tied to a platform like Klaviyo, merchants can build deeper reports tying wishlist behavior to conversions.

Wizy Wishlist

• Provides a control panel with "powerful statistics" per the description.
• Lacks publicly listed integrations for advanced analytics platforms.

Analysis:

• Both offer analytics, but Mst’s ecosystem integrations make it more flexible for merchants who want to analyze wishlist data alongside email/SMS performance.

Developer & headless support

Mst: Wishlist + Marketing flow

• Lists API and headless theme support.

Wizy Wishlist

• No public statement about API or headless support.

Analysis:

• For custom storefronts and headless builds, Mst provides clearer capabilities. Wizy may still work in many themes, but a merchant with a headless or very custom frontend should validate integration options before committing.

Pricing & Value

Pricing models

Mst: Wishlist + Marketing flow

• Simple pricing: $2 / month plan that includes all features, unlimited items, unlimited customers, and no feature gating.

Wizy Wishlist

• Tiered plans with limits on the number of wishlists:
  • Standard: $4.99 / month — 500 wishlists
  • Pro: $9.99 / month — 1,000 wishlists
  • Advanced: $39.99 / month — 5,000 wishlists
  • Enterprise: $79.99 / month — 10,000 wishlists

Analysis:

• Mst’s flat, low-cost plan provides better value for merchants who expect growth or have larger catalogs. Wizy’s pricing may be predictable for very small stores but quickly grows more expensive as wishlist usage increases. When evaluating "value for money," consider not just monthly cost but feature coverage: price-drop alerts, guest wishlist, API support, and unlimited items are often worth more than a lower entry price.

Hidden costs and scaling

• Wizy’s caps may force migration or plan upgrades as store demand grows—introducing business friction and additional monthly spend.
• Mst’s unlimited model reduces the risk of unexpected overage or mandatory upgrades.
• Both apps may require supplemental apps if merchants want loyalty, reviews, or referral mechanics; those duplicates add to the stack.

Recommendation:

• For merchants expecting growth or high wishlist engagement, Mst tends to be a better value. If a store expects to stay extremely small and wants the popup UX only, Wizy’s cheapest tier might suffice temporarily.

Integrations & Ecosystem

Native integrations

Mst: Wishlist + Marketing flow

• Works with Klaviyo, PushOwl/Brevo, Shopify Flow, and other builders/platforms.
• Integration list supports sending wishlist events to marketing automation and push providers.

Wizy Wishlist

• No public list of third-party integrations provided in its store listing.

Analysis:

• Integrations determine how wishlist events translate into revenue: syncing to email/SMS tools enables targeted messages and conversion tracking. Mst is stronger here; Wizy’s integration story is unclear and requires verification in-app or via the developer.

Compatibility with other systems

• Mst’s API and headless support suggest easier integration with custom systems, CRM exports, or order flows.
• Wizy may meet standard Shopify theme shops, but merchants using Pagebuilders, headless storefronts, or custom checkout flows should confirm compatibility.

Practical note:

• When wishlist events must feed loyalty programs, CRM, or inventory forecasting, choose the app with clear integration support to avoid manual exports.

User Experience (UX) & Implementation

Onboarding and ease of use

Mst: Wishlist + Marketing flow

• Marketed as "easy app setup" and includes template customization options for merchants comfortable with Liquid or HTML.

Wizy Wishlist

• Positions itself as simple and customer-friendly with customizable buttons and pages.

Analysis:

• Wizy may have marginally faster setup time for merchants seeking a plug-and-play popup. Mst provides more control and features at the cost of potentially deeper configuration.

Mobile experience

Both apps state responsive design and support for desktop and mobile. The wishlist conversion uplift depends on how obvious the wishlist button is on product listings and how easily saved items can be accessed and purchased from mobile devices.

Recommendation:

• Merchants should preview both apps on mobile and test the add-to-wishlist and checkout-from-wishlist flows before committing.

Support & Reviews

Ratings and social proof

• Mst: Wishlist + Marketing flow — 150 reviews, 4.7 rating.
• Wizy Wishlist — 0 reviews, 0 rating (no public Shopify reviews recorded).
• For context, Growave has 1,197 reviews and a 4.8 rating, indicating broad usage by merchants.

Analysis:

• Mst’s 150 reviews and high rating indicate a track record and user satisfaction. Wizy’s absence of reviews makes it harder to judge stability, support responsiveness, and real-world performance. When reviewing apps with few or no reviews, merchants should rely on trial periods, support responsiveness tests, and feature validations.

Support channels

• Mst lists integrations and appears positioned for stores that use email and push for notifications. Historically, apps with active integrations also offer setup assistance or documentation.
• Wizy advertises a "control panel with powerful statistics" but gives limited public detail on support hours or channels.

Advice:

• Before installing, contact each developer with a specific implementation question. Real-world support response time and helpfulness are strong predictors of long-term fit.

Privacy, Data Ownership, and Compliance

• Both apps handle customer-level intent data (wishlisted SKUs, contact details for alerts). Merchants must confirm how each app stores and uses this data.
• Mst’s integrations with email/SMS providers mean wishlist events will flow to third parties—merchants should audit data flows for GDPR, CCPA, and any industry-specific rules.
• Wizy’s data policies should be validated directly with the developer, especially because no public integrations are disclosed.

Suggestion:

• Request data handling documentation during evaluation. Ensure that any external marketing provider linked to the wishlist has adequate consent capture and unsubscribe handling.

Implementation & Migration Considerations

• If replacing a wishlist, assess how each app exports/imports existing saved lists and whether the customer experience remains intact.
• Mst’s API suggests easier migration and data export; Wizy’s migration path should be clarified before switching.

Checklist before switching:

• Verify data export options and ownership.
• Test notification flows across email/SMS/push.
• Confirm UI alignment with theme and mobile behavior.
• Check for conflicts with other apps (e.g., page builders, popups).

Use Cases: Which App Fits Which Merchant?

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

• Want unlimited wishlist items and guest wishlist support.
• Need price-drop and back-in-stock alerts across email/SMS/push.
• Plan to integrate wishlist events into a marketing automation platform (Klaviyo, etc.).
• Require API/headless support for custom storefronts or advanced use cases.
• Prefer a single low-cost plan with all features unlocked.

Wizy Wishlist — Best for merchants who:

• Are testing wishlist functionality with a small catalog and low expected saved-list volume.
• Prefer a simple setup with popup or page options and a straightforward admin panel.
• Accept wishlist caps and tiered pricing in exchange for limited initial cost.

Caveat:

• For merchants who expect to use wishlists as a key retention signal and want loyalty, referrals, or reviews without stitching multiple apps together, an all-in-one alternative merits consideration.

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

What is app fatigue and why it matters

App fatigue happens when merchants accumulate many single-purpose apps to solve adjacent problems—one app for wishlist, one for loyalty, another for referrals, and yet another for reviews. Each additional app adds:

• Monthly fees that compound faster than perceived value.
• Theme conflicts and performance drag.
• Multiple data silos that make customer-level insights harder to act on.
• More admin time spent reconciling reports and troubleshooting support across vendors.

These costs are rarely visible on a month-to-month glance but compound into slower decision cycles, conversion friction, and missed retention opportunities.

"More Growth, Less Stack": the case for consolidation

An alternative approach is to consolidate retention tools into a single, integrated platform designed to work together—wishlist, loyalty, referrals, reviews, VIP tiers—all sharing the same customer profiles and events. This reduces friction and unlocks cross-channel programs that single-point solutions struggle to deliver.

Introducing Growave’s approach: the platform combines loyalty, referrals, reviews & UGC, wishlist, and VIP tiers so retention strategies work together instead of in isolated silos. Growave’s integrations into common marketing systems and headless storefront frameworks make it possible to leverage wishlist behavior as an input to reward triggers, VIP qualification, and review requests.

• Explore how merchants can consolidate retention features on a single plan by evaluating consolidate retention features.
• Install Growave in minutes by visiting the store and starting a trial to see how integrated programs operate after setup: install Growave from the Shopify App Store.

How an integrated platform changes outcomes

When wishlist, loyalty, and reviews share the same dataset, merchants can:

• Award loyalty points when customers add or purchase wishlist items.
• Trigger referral rewards when a wishlisted item converts because a referred friend purchased it.
• Post-purchase, automatically request product reviews tied to wishlist activity and reward the reviewer with points.
• Use wishlist signals for VIP tier progression—high wishlist engagement becomes a qualifying behavior.

These cross-feature automations increase retention, increase LTV, and reduce dependence on purely acquisition-driven growth.

Growave features that address single-app blindspots

Below are integrated capabilities that address limitations commonly found in single-purpose wishlist apps:

• Loyalty & Rewards: Craft currency-based programs, set up custom reward actions, and tie points to behaviors beyond purchases. For example, assign points for wishlist interactions so engagement is rewarded and reinforced. Read how merchants build loyalty and rewards that drive repeat purchases.
• Wishlist: Built-in wishlist functionality that works alongside loyalty and referral programs, ensuring wishlist events are not isolated but feed the wider retention strategy.
• Reviews & UGC: Automate review collection and display social proof where it matters. The ability to collect and showcase authentic reviews boosts conversion and pairs naturally with wishlist signals (customers who saved items are strong candidates for post-purchase review prompts).
• Referrals & VIP Tiers: Reward advocates and create tiered programs that use wishlist and purchase behavior to promote meaningful loyalty.
• Enterprise & Headless Support: For high-growth brands, Growave offers Plus-level features, dedicated support, and headless integrations to scale with complex storefronts. Learn how Growave supports large merchants with solutions for high-growth Plus brands.

Integration examples:

• Wishlist -> Email: Wishlist events push to Klaviyo or Omnisend through native integrations so merchants can build automated lifecycle campaigns.
• Wishlist -> Loyalty: Points can be awarded for wishlist actions or purchases from wishlists, strengthening the loop between intent and reward.
• Wishlist -> Reviews: Post-purchase review requests are prioritized for products that were previously wishlisted, improving review relevance and conversion.

How Growave reduces cost and complexity

Consolidation reduces the number of subscriptions and potential feature overlap. Instead of paying separately for wishlist notifications, a loyalty program, a reviews tool, and a referral engine, merchants can evaluate growth velocity against a single, tiered plan.

• Merchants can compare plan costs and features at the Growave pricing page to see the consolidated savings and feature coverage, then decide which tier matches their order volume and required support level by visiting consolidate retention features.

Integration and migration support

Growave offers documentation and onboarding for merchants migrating from single apps, including:

• Data migration options for wishlist records and loyalty histories.
• Integration guides for Klaviyo, Recharge, Gorgias, and common builders.
• Enterprise-level onboarding and custom integrations for high-growth brands; see customer stories and examples to understand typical migration outcomes with customer stories from brands scaling retention.

Real-world considerations when moving to an all-in-one

• Evaluate feature parity: Ensure Growave’s wishlist feature supports required behaviors (guest wishlist, multiple wishlists, notifications). For most merchants, Growave’s wishlist is tightly integrated with other modules, improving end-to-end outcomes.
• Assess plan fit: Use Growave’s pricing page to match order volume and feature needs before committing to a plan.
• Trial and measure: Use a trial period to measure conversion lift, average order value delta, and retention changes attributable to integrated campaigns.

If the goal is to reduce tool sprawl and increase LTV, consolidation on an integrated platform is often the most sustainable path.

Where specialized apps still make sense

• Micro-stores with very small catalogs and low engagement may prefer a single lightweight wishlist app rather than a full platform.
• Highly bespoke wishlist workflows in unique verticals might need custom development that single-purpose apps could implement faster.
• A/B testing: merchants can pilot a single-purpose wishlist to validate demand before moving to a platform.

For merchants who choose consolidation, however, Growave provides built-in retention mechanics that eliminate many of those future transition costs.

• To evaluate the app directly and see the integrated experience, merchants can install Growave from the Shopify App Store.
• For a detailed look at loyalty and rewards use cases and set-up examples, review the loyalty documentation covering program types and reward structures to see how wishlist behavior can be rewarded: loyalty and rewards that drive repeat purchases.

Implementation Checklist: Choosing and Launching a Wishlist Solution

When deciding between Mst, Wizy, or an integrated platform, use this checklist to validate fit before going live:

• Define objectives: Are wishlists intended to gather intent, enable social sharing, or trigger restock/price alerts?
• Expected scale: Estimate expected saved-list count and growth trajectory.
• Channel strategy: Will wishlist signals feed email, SMS, or push campaigns?
• Integration needs: Confirm Klaviyo/Omnisend/Recharge/Gorgias compatibility.
• Data ownership: Clarify export, retention, and deletion policies.
• Migration path: If replacing an existing wishlist, confirm export/import capabilities.
• UI & mobile tests: Test add-to-wishlist, view-wishlist, and purchase-from-wishlist flows on multiple devices.
• Support trial: Contact support with implementation questions and assess response quality.
• Performance check: Verify app impact on page load times and theme conflicts.

Merchant profile matches:

• If the checklist emphasizes unlimited scale, multi-channel alerts, and API support, Mst is a pragmatic choice.
• If the checklist emphasizes fast setup and low initial engagement, Wizy can be a short-term solution.
• If the checklist includes loyalty, referrals, and reviews as part of retention strategy, an integrated platform such as Growave reduces complexity and amplifies outcomes. Explore plan fit on the Growave pricing page to assess consolidated ROI: consolidate retention features.

Conclusion

For merchants choosing between Mst: Wishlist + Marketing flow and Wizy Wishlist, the decision comes down to scale, integrations, and long-term retention strategy. Mst shines for merchants who need unlimited items, guest wishlist support, price-drop and back-in-stock notifications, and API/headless capabilities at a very low monthly cost. Wizy provides a simpler popup-or-page wishlist experience at tiered pricing that may suit very small stores or those testing wishlist adoption.

Beyond those choices, merchants should consider the strategic benefits of an integrated retention platform. Consolidating wishlist functionality with loyalty, referrals, reviews, and VIP tiers reduces app fatigue, eliminates data silos, and enables cross-feature automations that single-purpose apps cannot provide. For merchants who prioritize retention and sustainable growth, Growave’s "More Growth, Less Stack" approach offers an effective alternative—combining wishlist capabilities with loyalty and reviews to drive repeat purchases and higher lifetime value. Compare plans and see how consolidation can save time and improve outcomes by reviewing how to consolidate retention features.

Book a personalized demo to see how a unified retention stack accelerates growth. Learn more or install directly from the Shopify App Store to test the integrated experience: install Growave from the Shopify App Store.

Additionally, examine specific capabilities that support cross-feature strategies—how loyalty and rewards that drive repeat purchases tie into wishlist and purchase behavior, and how to collect and showcase authentic reviews to increase conversion on wishlisted products. For merchants scaling quickly or operating on Shopify Plus, review the enterprise-level options and success stories for context on migrations and outcomes: solutions for high-growth Plus brands.

FAQ

Q: Which app is better for stores with large catalogs and many repeat customers?

• A: Mst: Wishlist + Marketing flow is better suited among the two for large catalogs because it supports unlimited wishlist items, multiple wishlists, guest wishlist, and price-drop/restock notifications via multiple channels. However, if a merchant wants wishlist behavior tied into loyalty, referrals, and reviews to increase LTV, an integrated platform such as Growave will generally produce better long-term outcomes.

Q: Is Wizy Wishlist a good option for testing wishlist demand?

• A: Yes. Wizy’s tiered plans and popup/page design make it a reasonable option for merchants conducting a low-cost test of wishlist adoption. Merchants should monitor whether wishlist caps will be reached and how easy migration will be if the test proves successful.

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

• A: An all-in-one platform reduces the number of subscriptions, centralizes customer data, and enables cross-feature automations (for example, awarding loyalty points for wishlist engagement or triggering review requests for wishlisted items that convert). While specialized apps can be cheaper short-term or quicker to deploy for narrow use cases, consolidation often creates better long-term value and less operational overhead.

Q: What should merchants verify before choosing a wishlist app?

• A: Verify wishlist limits, notification channels (email/SMS/push), ability to support guests, theme and mobile behavior, integrations with marketing tools, data export/migration options, and real support responsiveness. If merchant goals include retention programs, check whether wishlist events can be used across loyalty, referral, and review workflows; consolidated platforms often handle that more effectively.