Smart Wishlist vs. CP24 Advanced Wishlist: An In-Depth Comparison

Introduction

Selecting the right wishlist app is a small decision that can have outsized effects on retention, average order value, and repeat purchases. Merchants face a crowded app ecosystem where seemingly similar tools differ in setup friction, feature depth, and long-term value. This comparison focuses on two single-purpose Shopify wishlist apps — Smart Wishlist (Webmarked) and CP24 Advanced Wishlist (CloudPlug24) — and evaluates them across features, pricing, integrations, performance, and ideal use cases.

Short answer: Smart Wishlist is a solid, lightweight option for merchants who want a simple, no-code wishlist that works for both guests and logged-in customers at a low monthly cost. CP24 Advanced Wishlist is better for stores that need built-in web-push remarketing, price-drop and low-stock reminders, and more granular reporting, but it has a much smaller review base. For merchants wanting less tool sprawl and higher long-term retention, an integrated retention platform like Growave often delivers better value for money and fewer technical headaches.

The purpose of this post is to deliver a clear, feature-by-feature comparison of Smart Wishlist and CP24 Advanced Wishlist so merchants can decide which single-purpose app fits their immediate needs — and to explain when a multi-tool platform that consolidates wishlist, loyalty, reviews, and referrals becomes the smarter business choice.

Smart Wishlist vs. CP24 Advanced Wishlist: At a Glance

Deep Dive Comparison

Product Positioning & Developer Background

Smart Wishlist (Webmarked)

Smart Wishlist pitches itself as a "next generation" wishlist designed for speed, ease of setup, and minimal developer involvement. The app emphasizes one-click saving — including support for guest users — and claims not to leave residual theme code on uninstall. This positioning targets merchants who want a focused wishlist solution that won’t introduce complexity or demand engineering time.

Strengths in positioning:

• Emphasizes simplicity and speed of setup.
• Promotes guest wishlist capability to reduce friction.
• Highlights lightweight footprint and safe uninstall behavior.

Potential gaps:

• The app lists only a handful of integrations (Sendgrid, ShareThis), suggesting limited native connectivity with email, SMS, or CRM platforms.
• Mid-range average rating (3.6) across 81 reviews indicates mixed user experiences that warrant examination.

CP24 Advanced Wishlist (CloudPlug24)

CP24 Advanced Wishlist positions itself as a fuller-featured wishlist solution with built-in marketing capabilities. Alongside basic wishlist functionality, it adds multiple wishlists, price-drop and low-stock reminders, and web push campaigns to re-engage visitors. This app targets merchants who want wishlists to be an active channel for recovering interested shoppers and monitoring product-level demand signals.

Strengths in positioning:

• Adds web-push messaging for reactivation.
• Price/stock reminders turn wishlist activity into triggered marketing.
• Offers a generous free tier to start testing.

Potential gaps:

• Small review base (6 reviews total) makes it difficult to gauge consistent experience across many stores.
• The addition of push and analytics increases complexity; smaller merchants may find tuning these features more involved.

Feature Comparison

Wishlist Basics

Smart Wishlist:

• One-click save on product, collection, search, and cart pages.
• Guest and logged-in users supported.
• Shareable lists and unlimited wishlists.
• JavaScript and REST APIs for advanced use cases.

CP24 Advanced Wishlist:

• Guest wishlist and multiple wishlist support.
• Syncs across devices for logged-in users.
• Shows wishlisted counts on product pages.
• Fully configurable front-store text for localization.

Practical differences:

• Both apps support core wishlist behavior and guest users. Smart Wishlist focuses on minimal friction and wide placement of the wishlist button; CP24 emphasizes richer wishlist management and multi-list capability.

Marketing & Reminders

Smart Wishlist:

• Focuses on core wishlist UX; marketing automation is limited to integrations that must be wired externally (e.g., using Sendgrid).
• Lacks an out-of-the-box web-push or automated price-drop campaign.

CP24 Advanced Wishlist:

• Built-in low stock and price drop reminders for wishlisted items.
• Collects push tokens to run web push campaigns targeting wishlisters.
• Includes welcome & push campaign functionality even on the free tier.

Practical impact:

• CP24 turns wishlist activity into direct marketing channels without requiring extra apps. That can increase reactivation rates for products with price or inventory changes.
• Smart Wishlist may require pairing with other marketing tools to push reminders, which increases stack size but allows specialized tools to handle messaging.

Analytics & Reporting

Smart Wishlist:

• Provides basic usage metrics and exposes APIs for custom analysis.
• Relies on merchants to push events into their analytics stack if they want deeper segmentation.

CP24 Advanced Wishlist:

• Offers a "Metrics Dashboard" in the free tier and more detailed reports in paid tiers.
• Tracks wishlist items, push impression counts, and reminders' performance.

Practical impact:

• CP24’s built-in reports give merchants quick feedback on wishlist-driven behavior without wiring analytics.
• Smart Wishlist is better suited for merchants with analytics pipelines who prefer to centralize data in their own BI tools.

Integrations & Ecosystem

Smart Wishlist:

• Calls out Sendgrid and ShareThis; provides REST and JS APIs for custom integrations.
• For advanced flows (e.g., sending price-drop emails through Klaviyo), merchants must route events through custom setups.

CP24 Advanced Wishlist:

• Built-in web push and internal campaign tools reduce immediate need for third-party push providers.
• No widely advertised native integrations with major ESPs on the listing, which may limit deeper automation unless APIs are used.

Practical differences:

• Smart Wishlist favors minimal native connections but gives developers the hooks to integrate widely.
• CP24 favors an all-in-one approach for wishlist-triggered push campaigns but may require API work to connect to advanced marketing stacks.

UI & UX (Customer-Facing)

Smart Wishlist:

• Emphasizes simple UI, one-click addition, shareable lists, and an assumption of theme safety.
• Lightweight UI reduces load and visual clutter.

CP24 Advanced Wishlist:

• Presents configurable front-store text and multi-wishlist UX.
• Shows wishlisted counts and has prompts for push enablement.

Practical differences:

• Stores that prioritize speed and unobtrusive UI will appreciate Smart Wishlist.
• Stores that want visible social proof (wishlisted counts) and encouragement to opt into push will find CP24 more proactive.

Developer Experience & Customization

Smart Wishlist:

• JavaScript and REST APIs facilitate advanced customization.
• Lightweight payload can reduce risk when making theme changes or uninstalling.

CP24 Advanced Wishlist:

• Customizable configuration and localized front-store copy.
• Additional marketing features may require more configuration steps.

Practical differences:

• Smart Wishlist will be easier to maintain in low-engineering shops.
• CP24 gives more options out of the box, which benefits shops with moderate technical resources.

Performance, Payload & Theme Safety

Performance and theme safety matter because a poorly optimized wishlist can add page weight or break a theme.

Smart Wishlist:

• Explicitly marketed as lightweight and not leaving theme residue on uninstall.
• Minimal UI components reduce the risk of performance regressions.

CP24 Advanced Wishlist:

• Adds more features — push subscription prompts, analytics, reminders — which increases payload.
• Most merchants report acceptable performance, but additional scripts for push and tracking require testing on complex themes.

Practical guidance:

• For stores with strict performance budgets (mobile-first brands, large catalogs), Smart Wishlist is often the safer starting point.
• Stores prioritizing immediate marketing capability may accept slightly higher payload in exchange for built-in reminders and push.

Pricing & Value

Both apps aim to be affordable. Pricing often determines adoption for early-stage merchants.

Smart Wishlist (Webmarked):

• Standard plan at $4.99 / month.
• Single-price simplicity favors merchants who want to try wishlist functionality without financial risk or plan complexity.

CP24 Advanced Wishlist (CloudPlug24):

• Free plan available with basic features and limits (up to 100 wishlist items / month and up to 100 push impressions / month).
• Paid tiers: $2.99 / month (Basic), $9.99 / month (Professional), $19.99 / month (Enterprise).
• Paid tiers increase monthly wishlist item allowances and push impressions.

Practical evaluation:

• CP24’s free tier is useful for testing or very small stores. Paid tiers step up affordably for growing traffic and push volume.
• Smart Wishlist’s fixed price is simple and predictable but lacks marketing features included in CP24’s higher tiers.

Value for money considerations:

• If a store needs push remarketing and price-drop reminders, CP24’s higher tiers deliver more immediate value for modest monthly fees.
• If a store wants a low-maintenance wishlist primarily as a product bookmark and share feature, Smart Wishlist is better value for money due to its low cost and low maintenance requirement.

Security, Data Ownership & Privacy

Smart Wishlist:

• Supports guest wishlists — handling guest data requires clear handling of cookies and local storage.
• Uses APIs for integrations, so data flow depends on merchant configuration.

CP24 Advanced Wishlist:

• Collects push tokens and visitor information to perform web push campaigns; merchants must ensure compliance with local privacy laws and consent practices.
• Offers configurable text for localization and potentially for consent messaging.

Practical considerations:

• Both apps require merchants to validate consent flows for web senders and data retention. CP24’s push features increase the compliance surface area.
• Merchants focused on strict privacy compliance should review how each app stores tokens and handles data deletion requests.

Support & Onboarding

Smart Wishlist:

• Designed for minimal setup, which reduces onboarding needs.
• With 81 reviews but a 3.6 rating, support responsiveness and resolution quality appear mixed in merchant feedback.

CP24 Advanced Wishlist:

• Free tier includes core onboarding; paid tiers likely get faster support.
• Very high rating (5.0) but only 6 reviews — high ratings are positive but represent a small sample size.

Practical advice:

• Evaluate response times by asking pre-install questions; check recent review timestamps for evidence of active support.
• When onboarding is critical, a merchant should test the developer’s responsiveness before committing.

Scalability & Long-Term Maintenance

Smart Wishlist:

• Lightweight design and API endpoints make it easier to maintain at scale without adding many moving parts.
• Fewer features mean fewer points of failure but also fewer opportunities to monetize wishlist interactions.

CP24 Advanced Wishlist:

• Scales with push impressions and wishlist item limits per pricing tier.
• Built-in marketing features can scale customer reactivation, but may require plan upgrades as volume grows.

Practical decision factors:

• For long-term growth strategies that rely on multi-channel reactivation, CP24 can scale well if push becomes a primary channel.
• For merchants who want to avoid upgrading multiple single-purpose apps over time, an integrated platform can be more predictable financially.

Use Cases and Decision Guide

Below are clear scenarios to help merchants choose the app that best matches their priorities.

Best fit for Smart Wishlist:

• Small to mid-size stores that need a fast, reliable wishlist with minimal setup.
• Brands prioritizing site speed and minimal technical maintenance.
• Stores that already run mature marketing stacks and prefer to route wishlist events through existing tools.

Best fit for CP24 Advanced Wishlist:

• Merchants who want wishlist activity to feed immediate reactivation via web push and price/stock reminders.
• Stores that want built-in reporting on wishlist behavior without wiring custom analytics.
• Stores with small to moderate budgets that want to test wishlist-driven push campaigns at a low price.

When neither single-purpose app is ideal:

• Merchants who expect to grow into loyalty, referrals, and review-based acquisition will likely face tool sprawl and integration overhead if wishlist remains in a separate app.

Pros & Cons (Quick Reference)

Smart Wishlist — Pros:

• Low monthly cost ($4.99).
• One-click saving for guest and logged-in users.
• Lightweight and theme-safe design.
• Simple setup with REST/JS APIs for customization.

Smart Wishlist — Cons:

• Limited built-in marketing automation.
• Few listed native integrations.
• Mixed user ratings indicate varied merchant experiences.

CP24 Advanced Wishlist — Pros:

• Free tier and low-cost paid tiers.
• Built-in web push, price-drop and low-stock reminders.
• Analytics and wishlisted counts for social proof.
• Multi-wishlist and localization support.

CP24 Advanced Wishlist — Cons:

• Small review sample (6 reviews) reduces confidence in wide-scale reliability.
• More features mean greater configuration and slight up-front complexity.
• Native integrations with major ESPs or CRMs are not prominent.

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

App Fatigue: The Hidden Cost of Single-Purpose Tools

Adding a single-purpose app like a wishlist to a store often seems harmless. Over time, however, multiple single-function apps create friction:

• Multiple billing lines increase monthly SaaS spend and make ROI tracking harder.
• Redundant scripts and tracking tags cause performance drag and maintenance overhead.
• Fragmented data lives in separate silos, making it difficult to build cohesive retention campaigns that combine loyalty, reviews, and referral signals.
• More apps mean more subtle breaking points during theme updates, platform changes, or migrations.

This phenomenon — app fatigue — is a practical growth constraint. It slows iteration, increases technical debt, and reduces the clarity needed to measure customer lifetime value.

"More Growth, Less Stack": Why consolidation pays

Consolidating complementary retention features into one integrated platform eliminates many of the pain points above. The value proposition is simple: get multiple retention levers working together with fewer installs, fewer scripts, and a unified dataset.

Growave's position is explicitly built around this idea: rather than piecing together wishlist, loyalty, referral, and review apps, stores can implement a single retention platform that coordinates those channels.

• Merchants can build loyalty and rewards that drive repeat purchases while also enabling wishlist behavior to feed loyalty triggers.
• Wishlist saves can be tied directly to review invitations or referral incentives without complex middleware.
• A single billing and support relationship reduces administrative complexity and aligns vendor accountability.

How Growave maps to the wishlist + retention problem

Growave combines wishlist capabilities with loyalty, referrals, reviews, and VIP tiers so wishlist data becomes actionable across retention channels.

Key capabilities relevant to wishlist-driven growth:

• Wishlist module that captures guest and logged-in saves and ties them to customer profiles where available.
• Ability to reward wishlist actions (e.g., points for adding an item, bonus points for sharing lists) to encourage engagement.
• Integration between wishlist events and review requests so merchants can surface UGC on wishlisted items.
• Built-in segmentation and campaign triggers that allow automated outreach when a wishlisted item's price drops or inventory changes.

Those features create end-to-end flows that single-purpose wishlist apps cannot deliver alone. Growing merchants benefit from a platform that turns a saved item into lifecycle events: loyalty points, review prompts, referral nudges, and personalized campaigns.

Practical examples of consolidated value

• A customer adds a high-value item to their wishlist. Growave can award loyalty points for the action, trigger a price-drop alert through the merchant’s preferred messaging channel, and schedule a review request if the item is purchased later. This keeps a single user profile in sync across channels.
• When multiple customers wishlist the same low-stock item, Growave can surface that demand signal to loyalty campaigns (e.g., double points on select collections), aligning scarcity with promotional mechanics rather than managing separate scripts.

Integrations and enterprise readiness

Growave supports common ecommerce stacks and enterprise needs:

• Works with Checkout, Shopify POS, Shopify Flow, and other storefront builders.
• Integrates with email and automation platforms such as Klaviyo and Omnisend.
• For high-growth merchants, Growave offers enterprise features and dedicated support paths.

Merchants evaluating consolidation should explore how the integrated platform connects to existing tools and whether it can replace multiple standalone apps. For stores on Shopify Plus or those planning to scale rapidly, Growave advertises specific support for enterprise workflows and headless architectures.

Pricing and trialability

Consolidated platforms require a higher monthly commitment but often deliver better ROI by replacing multiple subscriptions and removing integration costs.

Growave’s pricing tiers are designed to match store scale while offering a free trial experience. Merchants can compare the effective cost of Growave against the combined cost of multiple single-purpose apps to see whether consolidation represents better value for money.

To evaluate Growave further, merchants can book a personalized demo to test integrated flows and ask about specific migration paths from existing wishlist apps. Book a personalized demo to see how an integrated retention stack accelerates growth.

Mapping Growave features to the earlier checklist

• Wishlist basics: Comparable core wishlist UX with one-click saving, guest support, and shareable lists.
• Marketing & reminders: Built-in triggers that can replace push and email workflows by integrating wishlist events with loyalty and referral campaigns.
• Analytics & reporting: Unified reports that combine wishlist behavior with purchase and loyalty activity, reducing the need for separate analytics dashboards.
• Integrations: Native connectivity to popular marketing and support tools to maintain existing automations.
• Support & onboarding: Single vendor support for cross-feature issues that previously would require troubleshooting across multiple apps.

How consolidation reduces technical risk

• Fewer scripts and vendors mean fewer chance interactions that can break themes during updates.
• Unified data model reduces the need for custom middleware, which is often a hidden ongoing cost.
• Centralized support reduces finger-pointing when cross-feature flows misbehave.

Where a specialized wishlist still makes sense

Consolidation is not universally superior. There are situations where a small, low-cost wishlist is the right call:

• Very small stores with minimal marketing needs that simply want a bookmarking UI and a share button.
• Merchants who already have a robust retained stack (loyalty, review flows, and push) and only need a minimal wishlist with clean integration hooks.
• Stores that want to run a proof-of-concept wishlist with minimal overhead before investing in a fuller retention platform.

For those merchants, Smart Wishlist or CP24 can be valid stepping stones. But as retention programs mature, consolidating into an integrated platform typically reduces maintenance and improves LTV outcomes.

How to evaluate the move from single app to integrated platform

• Calculate current monthly spend on wishlist + any supporting tools (push, email automation, loyalty apps).
• Estimate the time currently spent reconciling data between apps and maintaining theme compatibility.
• Identify which retention outcomes are most important: retention rate, repeat purchase rate, average order value, or NPS.
• Trial Growave via its pricing/trial route and map three test flows: wishlist -> reminder, wishlist -> loyalty reward, wishlist -> review request. Track conversion lift for each.

To compare pricing and try Growave firsthand, merchants can examine consolidated plan options and start testing the platform during a trial period. For plan details and trial availability, merchants can view the consolidated plan options and start a trial on Growave’s pricing page (consolidate retention features). For stores that prefer installing from the marketplace, the integrated app can be installed from the Shopify App Store.

Implementation Checklist: Migrating from a Wishlist App to an Integrated Platform

• Export key wishlist data (if possible): user IDs, product IDs, timestamps, and any shared-list metadata.
• Audit web push and consent flows to avoid duplicate prompts during migration.
• Map wishlist events into loyalty rules: determine when points should be awarded and if sharing or referring should trigger additional rewards.
• Set up test segments for price-drop and low-stock workflows to ensure notifications are relevant and not spammy.
• Run a short A/B test comparing standalone wishlist reminders vs. integrated flows that combine points and reminders.

Growave provides documentation and onboarding help for migrations; merchants interested in a guided evaluation should consider scheduling a demo to understand migration specifics and expected lift. There is also the option to install the integrated app from the Shopify App Store and test the suite in a live store while still running a wishlist app in parallel.

Conclusion

For merchants choosing between Smart Wishlist and CP24 Advanced Wishlist, the decision comes down to priorities and growth stage. Smart Wishlist is a good choice for stores that want a simple, lightweight wishlist with minimal setup and predictable cost. CP24 Advanced Wishlist is best for merchants who want wishlist-driven marketing immediately — web push, price-drop alerts, and detailed in-app reporting — and who are comfortable managing the additional configuration and potential payload.

For merchants aiming to grow customer lifetime value sustainably and to avoid tool sprawl, a consolidated retention platform is often the better long-term investment. Growave’s approach — encapsulated in its "More Growth, Less Stack" philosophy — combines wishlist functionality with loyalty, referrals, and reviews so wishlist activity becomes a coordinated retention lever rather than an isolated feature. Compare plan options and start a trial to see if consolidation reduces monthly costs and increases retention outcomes: compare consolidated plans and start a free trial.

Start exploring what a unified retention stack can do for repeat purchases and lifetime value — install the integrated retention suite or consolidate retention features to test the combined impact.

Book a personalized demo to see how an integrated retention stack accelerates growth. Book a personalized demo

Start a 14-day free trial to evaluate Growave and see whether a single platform replaces multiple single-purpose apps. Compare plans and start a trial

FAQ

Q: How do Smart Wishlist and CP24 Advanced Wishlist differ in user adoption and trust signals?

• Smart Wishlist has a broader review footprint (81 reviews) but a middling average rating (3.6 out of 5), indicating varied experiences among a larger user base. CP24 Advanced Wishlist has a perfect 5.0 rating but from only 6 reviews, which makes it harder to generalize performance across many merchants. Review counts and recency should be considered alongside feature fit and support responsiveness.

Q: Which app provides better immediate marketing capability without additional tools?

• CP24 Advanced Wishlist provides more out-of-the-box marketing features such as web push campaigns and price-drop/low-stock reminders, making it better for merchants who want to convert wishlist activity into reactivation revenue quickly. Smart Wishlist focuses on wishlist UX and will likely require connecting to other marketing tools to achieve the same outcomes.

Q: If a merchant already uses Klaviyo or Omnisend, which wishlist app is easier to integrate?

• Smart Wishlist exposes REST and JavaScript APIs that allow developers to push wishlist events into existing ESPs; this is ideal for stores with established automation. CP24 offers built-in push and internal campaigns; integrating those events into a preferred ESP might require API work. Merchants should confirm integration paths before committing.

Q: How does an all-in-one platform compare to specialized apps like Smart Wishlist and CP24 Advanced Wishlist?

• An all-in-one platform consolidates wishlist, loyalty, referrals, and reviews into a single dataset and admin surface. This reduces app fatigue, removes duplicate scripts, and makes cross-channel campaigns easier to build and measure. The trade-off is a higher single monthly cost, but that cost often replaces multiple subscriptions and reduces hidden costs like integration maintenance. Merchants should weigh immediate feature needs against long-term scalability and maintenance when deciding.