Mst: Wishlist vs. Yellos Wishlist: In-Depth Comparison

Introduction

Choosing the right wishlist app is a surprisingly consequential decision for Shopify merchants. A wishlist can reduce friction, capture buyer intent, and feed marketing flows, but the wrong implementation can create tech debt, slow performance, or a poor customer experience. This comparison looks at two wishlist-focused apps—Mst: Wishlist + Marketing flow and Yellos Wishlist—so merchants can match features to goals without guessing.

Short answer: Mst: Wishlist + Marketing flow is a strong, budget-friendly option for stores that want a full-featured wishlist with notifications and headless support at a low monthly cost. Yellos Wishlist emphasizes simple setup, visual customization, and multi-language UI, but lacks public reviews and clear integration details. For merchants who want fewer apps and a more complete retention strategy, Growave’s "More Growth, Less Stack" approach may provide better value for money by combining wishlist, loyalty, reviews, and referrals into a single platform.

Purpose of this post: provide a feature-by-feature, merchant-focused comparison of Mst: Wishlist + Marketing flow and Yellos Wishlist, explain which stores each app suits best, and show when an integrated platform is a more strategic choice.

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

Deep Dive Comparison

Why wishlist features matter

A wishlist is more than a convenience widget. It captures purchase intent, reveals product demand trends, enables personalized re-engagement (price-drop and back-in-stock alerts), and shortens the customer path from interest to purchase. But not all wishlists are built the same: some focus on design and UX; others focus on marketing automation and scale. This section examines how each app addresses those functional layers.

Features

Core wishlist functionality

Mst: Wishlist + Marketing flow

• Supports multiple wishlists per customer and guest wishlists, which is useful for non-logged-in shoppers and for shoppers who want to categorize items.
• No limit on number of wishlist items or customers.
• Offers a fully customizable "My Wishlist" page using Liquid, HTML, and CSS, allowing merchants to tailor the experience to match store themes.
• API and headless-theme support enable advanced storefronts and custom flows.

Yellos Wishlist

• Focuses on simple wishlist creation, with UI elements merchants can customize such as color, icon, and animations.
• Supports multiple wishlists and social sharing options for public sharing across social platforms.
• Multi-language support covering Arabic, Chinese, English, Hindi, Indonesian, and Spanish—helpful for stores with diverse customer bases.

How they compare

• Mst puts more emphasis on scale and integration points (API, headless) plus unlimited items and marketing triggers. That makes it suitable for stores expecting bigger data flows to CRMs and marketing platforms.
• Yellos prioritizes front-end presentation and simple multi-language support, a plus for stores that want a visually polished wishlist fast.

Notifications: price-drop and back-in-stock

Mst: Wishlist + Marketing flow

• Explicitly supports Price Drop and Back in Stock alerts via email, SMS, and push notifications. These capabilities close the loop from wishlist activity to conversion-ready messages.
• Works with common notification tools like Klaviyo and PushOwl/Brevo.

Yellos Wishlist

• Describes wishlist sharing and localization but does not list price-drop or back-in-stock alert channels in the public description. Merchants should confirm whether those re-engagement features exist or require manual integration.

How they compare

• For conversion-driven stores that want automated re-engagement and revenue recovery, Mst clearly calls out these notification features and existing integrations. Yellos may require extra work or is focused on different priorities.

Customization and design

Mst: Wishlist + Marketing flow

• Fully customizable wishlist page with Liquid templates and front-end editability, which benefits merchants with developer resources or those using customized themes.
• Multiple UI layouts supported for diverse storefront designs.

Yellos Wishlist

• Offers color, icon, and animation customization to match store branding, plus simple setup. That helps merchants who want a polished visual without heavy development.

How they compare

• Mst targets developers and stores needing deep theme integration. Yellos targets non-technical merchants who prioritize plug-and-play visual polish.

Guest wishlist and account behavior

Mst: Wishlist + Marketing flow

• Explicitly supports guest wishlist creation and persistent wishlists for logged-in customers, which helps capture intent from first-time visitors without forcing account creation.

Yellos Wishlist

• Supports multiple wishlists per customer; guest wishlist capability is implied but not explicit in public messaging. Merchants should verify guest behavior in the live app.

How they compare

• Mst is explicit about guest wishlist support; Yellos appears to support similar functionality but lacks clear documentation in public listing.

Multi-language and multi-currency

Mst: Wishlist + Marketing flow

• Lists multi-language and multi-currency support, which is important for cross-border merchants.

Yellos Wishlist

• Specifies multi-language support for several major languages, which is valuable for stores serving non-English markets.

How they compare

• Both apps address internationalization. Yellos lists specific languages; Mst frames broader support including multi-currency and headless integrations that can help with localized experiences.

Pricing & Value

Merchants often equate app choice with ongoing cost. Cost must be balanced with the app’s ability to reduce churn, increase LTV, and avoid adding complexity.

Mst: Wishlist + Marketing flow

• Public plan: Monthly plan for $2 / month with one fixed cost for all features, unlimited wishlist items, and unlimited customers.
• Value considerations: Extremely low fixed monthly cost makes this an attractive entry point for small stores. The included alert features and integration options make it good value for money, especially for stores that can leverage notifications to drive conversions.

Yellos Wishlist

• Pricing is not listed publicly in the provided store data. When price is not transparent, merchants should ask the developer for tiers, limits, and whether multi-store or enterprise use incurs additional fees.
• Value considerations: If pricing is competitive and supports unlimited users/items, Yellos could be a solid value for stores seeking a visually customizable wishlist. However the lack of visible price and reviews creates friction in decision-making.

How they compare

• Mst provides transparent, low-cost pricing that is easy to assess for ROI. Yellos requires additional inquiry for price and any feature gating tied to paid tiers. For stores prioritizing predictable monthly bills and clear feature sets, Mst offers better upfront clarity.

Integrations & Ecosystem

Integrations drive how wishlist data becomes revenue. Merchants should evaluate whether the wishlist app connects with the existing marketing stack.

Mst: Wishlist + Marketing flow

• Publicly listed integrations include Klaviyo, PushOwl/Brevo, Apploy Mobile App Builder, and interoperability with Shopify Flow. These connections are meaningful because they allow wishlist events to trigger email/SMS workflows and mobile push campaigns.

Yellos Wishlist

• No integrations are publicly listed in the data provided. It does emphasize social sharing, which is useful for discovery, but lacks explicit connections to CDPs or marketing automation tools.

How they compare

• Mst’s integration list is a clear advantage for merchants who already use Klaviyo or similar tools and want wishlist events funneled into marketing automations. Yellos requires confirmation about integration capabilities—without that, merchants risk workflow gaps or manual exports.

Setup, UX, and Merchant Experience

Onboarding effort and end-customer interaction are key.

Mst: Wishlist + Marketing flow

• Promises easy app setup and responsive behavior on desktop and mobile.
• Because it supports Liquid-level customization, merchants can deeply integrate the wishlist visually, but deeper customizations may require development work.

Yellos Wishlist

• Markets a simple setup with a focus on visual design and animations. For teams without development resources, this is appealing.
• Multi-language UI and social share buttons improve UX for global merchants.

How they compare

• For merchants with development capacity and the desire to integrate wishlist data into headless storefronts or custom pages, Mst is more flexible. For merchants wanting a quick visual fit without development, Yellos appears to be simpler to deploy.

Data Ownership, API & Headless Support

Mst: Wishlist + Marketing flow

• Offers API and headless theme support, which gives merchants control over wishlist data, enables custom storefront experiences, and allows advanced synchronization with back‑end systems.

Yellos Wishlist

• No explicit API or headless support mentioned in the public description. Merchants who plan to use headless architectures should confirm API availability.

How they compare

• Mst is the safer choice for merchants who expect to scale, use headless storefronts, or require deterministic data flows to other systems.

Performance & Reliability

App performance impacts page load time and customer experience. Neither app provides public SLAs in the listing data. Observations and recommended merchant checks:

• Evaluate how the widget loads on product and collection pages (synchronous vs. asynchronous).
• Test on real devices and slower networks to gauge UX.
• For Mst, the small footprint and single-plan model suggests an app built for efficiency, but merchants should verify impact with their specific theme.
• For Yellos, confirm whether animations and visual enhancements are optimized to avoid page jank.

Support & Documentation

Mst: Wishlist + Marketing flow

• With 150 reviews and a 4.7 rating, publicly visible merchant feedback indicates active use and generally positive experiences. The integration mentions suggest support channels exist for common marketing tools.

Yellos Wishlist

• No reviews (0) and rating (0) on the app store listing make it hard to evaluate support quality. Merchants should contact the developer directly and assess response times, documentation depth, and availability of onboarding help.

How they compare

• Mst’s review volume and high rating are meaningful signals of reliability and support responsiveness. Yellos requires due diligence: request documentation, ask for references, and trial the support channel before committing.

Security & Compliance

Merchants must ensure customer data handled by wishlists adheres to privacy law and platform rules.

• Mst’s integrations with email/SMS platforms and headless APIs imply handling of PII and event data; merchants should request data processing details and confirm compliance with GDPR, CCPA, or other relevant laws.
• Yellos’ handling of shared wishlists—especially when sharing via social channels—introduces privacy considerations; merchants should confirm how shared data is persisted and whether personally identifying data is exposed.

Both apps: Ask for data retention policies, export options, and removal flows to ensure compliance and to manage customers’ personal data requests.

Analytics & Reporting

A wishlist becomes strategic when it informs product planning and conversions.

Mst: Wishlist + Marketing flow

• Integration with tools like Klaviyo enables richer analytics through marketing platforms, but the app listing does not describe a built-in analytics dashboard. Merchants will likely rely on downstream analytics or custom reporting with available API events.

Yellos Wishlist

• Public data does not list built-in analytics. Merchants should ask whether the app tracks wishlist-to-order conversion, most-wished products, and subscriber lists for re-engagement.

How they compare

• Neither app appears to prioritize built-in analytics in the listing, meaning merchants should plan to connect wishlist events to their analytics or CRM to get conversion insights. Mst’s integration ecosystem makes that easier.

Scalability & Enterprise Use

Mst: Wishlist + Marketing flow

• With API and headless support, Mst is better positioned to scale. The single low-cost plan is appealing, but large merchants should confirm limits, concurrent request handling, and enterprise-grade features.

Yellos Wishlist

• Unknown pricing and lack of listed integrations make scaling uncertain. Merchants on Shopify Plus or operating internationally should ask if Yellos supports high volume and custom SLAs.

Merchant Fit & Use Cases

Which merchants should consider Mst?

• Small and mid-size stores that want powerful re-engagement (price-drop, back-in-stock) via email, SMS, and push without high software costs.
• Stores using Klaviyo or PushOwl and wanting a wishlist that integrates into existing flows.
• Stores with dev resources that want Liquid and API-level customization and headless support.

Which merchants should consider Yellos?

• Merchants prioritizing front-end polish, animations, and a simple visual match with minimal development effort.
• Stores targeting multilingual customers and wanting native UI translations.
• Stores willing to verify integrations and support before committing.

Which merchants should be cautious?

• Stores that heavily rely on analytics and marketing automation should verify Yellos’ integration capabilities before adopting it as the wishlist source of truth.
• High-growth or enterprise stores should confirm both apps’ scalability and enterprise features with the developers.

Pros and Cons (Bulleted Summaries)

Mst: Wishlist + Marketing flow

• Pros:
  • Low fixed cost ($2/month) with all features included.
  • Clear support for price-drop and back-in-stock alerts across email, SMS, and push.
  • Integrations with Klaviyo and push platforms; API and headless support.
  • High review volume and a strong rating (150 reviews, 4.7).
• Cons:
  • Single flat plan may not address enterprise-specific needs without custom agreements.
  • Some merchants may need developer support to fully utilize Liquid customizations.

Yellos Wishlist

• Pros:
  • Strong focus on visual customization, color, icons, and animations.
  • Multi-language UI supports a range of languages important for global stores.
  • Simpler, plug-and-play messaging for merchants without developer teams.
• Cons:
  • No public reviews or rating to help assess real-world reliability (0 reviews, 0 rating).
  • No clearly listed integrations; pricing is not published on the store listing.
  • Unclear whether price-drop and back-in-stock alerts are available out of the box.

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

The problem: app fatigue and tool sprawl

Shopify merchants frequently add single-purpose apps to plug gaps: a wishlist widget here, a reward program there, a reviews app, a referral app, and so on. Each addition can solve a near-term problem but creates several long-term costs:

• Increased monthly bills with overlapping functionality.
• Integration complexity and data fragmentation—events are scattered across systems.
• Slower site performance as multiple scripts load on the storefront.
• Higher maintenance and support overhead when upgrades or theme changes break multiple apps.
• Harder measurement of lifetime value when events live in disparate systems.

These costs can outweigh the benefits of point solutions, especially for growing merchants that need predictable retention and scalable analytics.

The value of consolidation

Consolidating retention features into a single platform reduces the stack while improving coordination across marketing activities. A unified platform can:

• Capture wishlist events and use them directly in loyalty, referral, and review flows without extra integrations.
• Maintain a single source of truth for customer behavior and reward history.
• Reduce page weight and improve load times by serving assets and scripts from a single provider.
• Simplify vendor management and invoice reconciliation.

This is the strategic context for Growave’s "More Growth, Less Stack" approach.

Growave: More Growth, Less Stack

Growave packages multiple retention products—Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers—into a single platform. For merchants weighing a wishlist app against a feature-rich platform, Growave aims to reduce app sprawl while increasing lifetime value.

Key practical benefits:

• Combine wishlist signals with loyalty and referral programs so a wishlisted product can trigger loyalty incentives or referral nudges.
• Feed product wishlists into review campaigns and user-generated content workflows to prioritize outreach to engaged customers.
• Manage all retention activities from one dashboard for clearer attribution and faster iteration.

Merchants can evaluate Growave’s plans and compare cost-efficiency and features on the pricing page while checking the Shopify listing for install options. Consider exploring Growave’s pricing options and plan features to assess whether moving from multiple single-purpose apps to a unified platform is cost-effective.

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How Growave maps to wishlist and retention needs

• Wishlist: Growave includes wishlist functionality that integrates natively with loyalty and referral programs, reducing friction between "interest" and "reward" signals.
• Loyalty & Rewards: Merchants can build loyalty and rewards that drive repeat purchases including VIP tiers and custom reward actions.
• Reviews & UGC: Integrated tools to collect and showcase authentic reviews mean wishlist activity can surface candidates for review requests.
• Shopify Plus and headless: Growave supports solutions for high-growth Plus brands, including checkout extensions and API/SDK support.

Repeated contextual links (for clarity and SEO)

• To evaluate the economics of consolidation, review Growave’s pricing plans and the Shopify App Store listing to understand install options.
• Learn how wishlist activity can feed into loyalty and rewards that drive repeat purchases and how such integrations improve retention.
• See how wishlist and engagement signals can fuel tools to collect and showcase authentic reviews and customer content.

Practical scenarios where an all-in-one approach wins

• A merchant wants to convert wishlists into repeat purchases. With Growave, a wishlist event can automatically feed into a loyalty reward campaign; with multiple apps, this requires cross-app integration and additional automation.
• A store seeking to minimize scripts and improve site speed benefits from reducing separate wishlist, referral, review, and loyalty scripts to one optimized bundle.
• High-growth merchants on Shopify Plus need reliable support, custom integrations, and checkout-level features. Growave offers Plus-level options with dedicated launch plans and customer success support.

Integration and migration considerations

• Importing existing wishlist data: Growave supports migrations and data imports via API or CSV to minimize data loss when consolidating.
• Mapping triggers: Merchants should map current wishlist triggers (price-drop, back-in-stock) to the new platform’s notification flows.
• Theme changes and testing: Moving to a unified platform reduces the number of conflicts, but merchants should still test theme compatibility and perform staged rollouts.

Where Mst or Yellos still make sense

• Very small merchants on strict budgets who only need a $2/month wishlist and already have a full marketing stack might prefer Mst purely for cost.
• Merchants prioritizing very specific front-end animation or an extremely lightweight visual wishlist without loyalty/referral needs might choose Yellos—if the support and integration checks out.

However, merchants should weigh those short-term savings against the long-term operational and acquisition benefits of a consolidated platform.

Conclusion

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

• Choose Mst: Wishlist + Marketing flow if the goal is a low-cost, integration-friendly wishlist with explicit support for price-drop and back-in-stock alerts, API/headless capabilities, and predictable pricing. Its 150 reviews and 4.7 rating provide confidence in real-world use.
• Choose Yellos Wishlist if the priority is quick, visually polished wishlist widgets with animation and multi-language UI, and the merchant is prepared to validate integrations and support due to the lack of public reviews.

For merchants who want to minimize tool sprawl and unlock compounding retention benefits, an integrated platform can be a better value for money. Growave’s "More Growth, Less Stack" approach combines wishlist, loyalty, referrals, and reviews so wishlist events directly feed loyalty and review flows—reducing integration overhead and improving measurement across retention programs. Compare plans and features on Growave’s pricing page and consider installing from the Shopify App Store listing to test how consolidation affects conversion and lifetime value.

Start a 14-day free trial to see how a unified retention stack accelerates growth. Explore available plans

FAQ

Q: Which app is better for turning wishlist signals into purchases? A: Mst: Wishlist + Marketing flow is better positioned to convert wishlist signals into purchases via built-in price-drop and back-in-stock alerts and integrations with email and push platforms. Yellos focuses on front-end experience and requires confirming whether the same level of re-engagement automation exists. For a strategic conversion path that ties wishlist events directly into loyalty and referral campaigns, an integrated retention platform will be more effective.

Q: What should merchants watch for when an app has no public reviews? A: No public reviews (as is the case with Yellos Wishlist in the store data) increases due diligence needs. Merchants should test response times from the developer, request references, ask for feature demos, confirm SLAs, and verify integration capabilities and pricing transparency before committing.

Q: Can wishlist apps be used together with loyalty or review apps? A: Yes, wishlist apps can be paired with loyalty and review solutions, but this increases technical complexity and maintenance. Events often need to be synchronized via webhooks or third-party automation, which can introduce errors and higher latency. A unified platform reduces that overhead and centralizes customer data for clearer attribution.

Q: How does an all-in-one platform compare to specialized apps? A: An all-in-one platform trades deep specialization for integrated workflows and simpler operations. While a specialized wishlist app may offer niche visual features or pricing advantages, an integrated platform typically delivers better coordination across loyalty, referrals, and reviews—resulting in a clearer path to increased retention and higher lifetime value when managed strategically.

Further reading and evaluation steps:

• Compare wishlist conversion metrics and site performance during a trial period.
• Evaluate the integration path with current marketing automation and customer service tools.
• If consolidating, map migration needs and test import/export flows before going live.