Smart Wishlist vs. ESC Wishlist + Save for Later: An In-Depth Comparison

Introduction

Choosing the right wishlist solution is a small decision with outsized consequences. Wishlists influence conversions, email capture, and long-term customer value, but the Shopify App Store lists dozens of narrow specialist apps that can fragment a tech stack and complicate analytics. This article compares two focused wishlist apps—Smart Wishlist (by Webmarked) and ESC Wishlist + Save for Later (by Eastside Co®)—so merchants can decide which fits their store today and how each choice might scale tomorrow.

Short answer: Smart Wishlist is a solid, low-friction choice for merchants who want a simple, fast wishlist with guest support and a lightweight install. ESC Wishlist + Save for Later aims to blend cart-level “save for later” functionality with shareable lists, but its extremely limited review base and low rating suggest caution. For merchants who want more than a single-purpose tool—combining wishlist behavior with loyalty, referrals, and reviews—an integrated platform like Growave can reduce tool sprawl and deliver better long-term ROI.

The purpose of this article is to provide a feature-by-feature, impartial comparison—covering core features, pricing and value, integrations, UX, support, and recommended use cases—followed by a discussion of an alternative approach that reduces reliance on single-purpose apps.

Smart Wishlist vs. ESC Wishlist + Save for Later: At a Glance

Deep Dive Comparison

Product Positioning and Philosophy

Smart Wishlist (Webmarked)

Smart Wishlist presents itself as a next-generation wishlist that prioritizes speed, zero-code installation, and guest-friendly functionality. The pitch emphasizes one-click saving, shareable lists, and a lightweight payload that won't break a theme on uninstall. The developer targets merchants who want an unobtrusive feature that converts window shoppers into returning customers without major development resources.

ESC Wishlist + Save for Later (Eastside Co®)

ESC Wishlist + Save for Later is positioned as a hybrid tool: a wishlist app that also provides save-for-later items under the cart, creating a bridge between browsing intent and checkout. It highlights customization and social sharing as ways to boost discoverability. The target audience appears to be stores that want to expose saved items during checkout to reduce friction for returning purchases.

Features Comparison

Core Wishlist Features

Smart Wishlist

• One-click saving on product, collection, search results, and cart pages.
• Guest-friendly: both guests and logged-in users can create and share wishlists.
• Unlimited wishlists per store.
• Shareable lists for social or direct sharing.
• Javascript and REST APIs for advanced use cases.

ESC Wishlist + Save for Later

• Unlimited wishlists with categorization.
• Save-for-later section under the cart to surface saved items at checkout.
• Social sharing to amplify reach.
• UI customization options for look and feel.

Assessment:

• Both apps provide basic wishlist capability plus sharing and unlimited lists. Smart Wishlist’s emphasis on one-click saving and multi-location buttons (search, collection pages) gives it an edge for stores with varied product discovery flows. ESC’s unique advantage is surfacing saved items directly in the cart, which can reduce friction at checkout—valuable for stores with high cart abandonment if executed reliably.

User Experience: Installation, Speed, and Theme Impact

Smart Wishlist

• Advertises a lightweight payload and claims it "doesn't break your theme upon uninstall."
• Marketed as easy, no-code installation.
• Provides APIs for flexible integration.

ESC Wishlist + Save for Later

• Offers a range of customization options to match store themes.
• Claims to keep saved items visible at checkout, which requires integration with cart templates.

Assessment:

• For merchants without in-house dev resources, Smart Wishlist’s no-code messaging and lightweight approach can reduce implementation risks. ESC’s customization options are useful for designers but may require more testing across themes to ensure the cart integration behaves as intended.

Persistent Identification: Guests vs. Accounts

Smart Wishlist

• Explicitly supports guest wishlists, allowing users to save items without creating an account. Guest lists are shareable and persistent through the app’s mechanisms.

ESC Wishlist + Save for Later

• The product description does not emphasize guest handling to the same degree. The cart save-for-later behavior implies session-based persistence but lacks explicit clarity on cross-device persistence for non-logged-in users.

Assessment:

• Guest wishlist support is crucial for capturing casual browsers and converting them later. Smart Wishlist’s explicit support is a practical advantage for stores with high guest traffic and low account creation rates.

APIs & Developer Tools

Smart Wishlist

• Javascript and REST APIs available, enabling custom integrations with email systems, custom analytics, or headless setups.

ESC Wishlist + Save for Later

• No explicit mention of external API support in the app description.

Assessment:

• Smart Wishlist is a better fit for merchants who plan to extend wishlist behavior into custom automations, custom analytics, or advanced user journeys.

Shareability & Social Integration

Smart Wishlist

• Shareable lists are supported and can be used to encourage referral traffic.

ESC Wishlist + Save for Later

• Also provides social sharing to increase reach.

Assessment:

• Both apps offer social sharing. The effectiveness of shareability depends on how the share links render on social platforms and whether open graph metadata is present—details not disclosed in the listings and worth testing in staging before launch.

Pricing & Value

Price Points

Smart Wishlist

• Standard plan: $4.99/month.

ESC Wishlist + Save for Later

• Monthly plan: $5.00/month.

Assessment:

• The sticker prices are comparable. Value assessment should consider indirect costs: support quality, implementation effort, and how many complementary tools will still be required to reach business goals (e.g., loyalty, reviews, referrals). An inexpensive monthly bill can still result in higher total cost if merchants must add more apps for missing retention features.

Value for Money

Smart Wishlist

• Offers core wishlist functions at a low cost with API support, which can be valuable for stores that need lightweight, reliable behavior and plan to integrate wishlist data into other systems.

ESC Wishlist + Save for Later

• Offers cart-level save-for-later, which might reduce abandonment and increase last-minute conversions. However, the limited number of reviews and low rating raise questions about long-term reliability and developer responsiveness—factors that impact perceived value.

Assessment:

• On a pure price-per-feature basis, both apps are low-cost. The true value depends on reliability and how well the app behaves across themes. Smart Wishlist’s larger review base (81 reviews) and 3.6 rating provide more signals to evaluate reliability than ESC’s 2 reviews and 1.0 rating.

Integrations & Ecosystem

Smart Wishlist

• Works with SendGrid and ShareThis per listing; also offers APIs for deeper integrations.

ESC Wishlist + Save for Later

• No explicit third-party integrations listed.

Assessment:

• If a merchant relies on an email provider like SendGrid or plans to pipe wishlist events into CRM/automation, Smart Wishlist provides clearer integration pathways or APIs for custom work. ESC’s lack of declared integrations increases the likelihood that custom engineering will be needed to connect wishlist events to marketing flows.

Support, Reviews & Trust Signals

Smart Wishlist

• 81 reviews, 3.6-star rating. The volume indicates a larger install base and provides more feedback points about real-world behavior. A 3.6 rating suggests mixed experiences—some merchants appreciate the simplicity while others may have found limitations or issues.

ESC Wishlist + Save for Later

• 2 reviews, 1.0-star rating. Extremely limited data and a low rating are red flags. Low review counts make it hard to assess consistency, performance, and developer support responsiveness.

Assessment:

• Review volume and rating matter when choosing third-party apps. A higher review count with a mid-range score is often preferable to very few reviews and a poor rating because it provides more evidence merchants can evaluate. Merchants should always test apps in a staging environment before deploying to production.

Analytics & Reporting

Smart Wishlist

• Provides APIs that make it possible to export or capture wishlist events for analysis. The app listing does not spell out built-in analytics dashboards.

ESC Wishlist + Save for Later

• No explicit analytics feature mentioned.

Assessment:

• Both apps appear to focus on frontend functionality rather than offering robust built-in analytics. For merchants that rely on behavior-driven segmentation and lifecycle campaigns, the ability to forward wishlist events to analytics or email platforms (via API or integration) is crucial. Smart Wishlist’s API support is a practical advantage here.

Installation, Testing, and Uninstall Behavior

Smart Wishlist

• Claims a lightweight payload and promises not to break themes upon uninstall. That speaks to safe removal and low-risk experimentation.

ESC Wishlist + Save for Later

• No explicit uninstall behavior claims; custom cart integration may leave theme snippets or require cleanup if not implemented cleanly.

Assessment:

• Merchants should verify uninstall behavior on a test store. Unclean app removals can create theme errors and affect conversion—so the claim that Smart Wishlist is lightweight and safe to uninstall is meaningful if verified.

Security & Privacy

Both apps operate on the storefront and involve listing saved products; neither listing suggests the storage of sensitive PII beyond possible email or account linkage. Merchants should verify:

• Where wishlist data is hosted.
• How guest lists are identified and whether cookies or localStorage are used.
• Compliance with regional data laws (GDPR, CCPA) depending on customer base.

If legal risk is a concern, request the developer’s privacy practices and data retention policy before install.

Use Cases: Which App Fits Which Merchant?

Smart Wishlist (best for)

• Stores that want a low-friction, guest-friendly wishlist with one-click saves.
• Merchants who need a lightweight app that is unlikely to break themes and offers API access for future automation.
• Small to mid-size stores that want a simple wishlist without committing to a broader retention platform.

ESC Wishlist + Save for Later (best for)

• Stores that prioritize surfacing saved items during checkout to prompt immediate purchase.
• Merchants who want wishlist categorization and are willing to test integration stability.
• Stores with in-house developers who can verify cart integrations and cleanup on uninstall.

Use Cases to Avoid

• If a merchant wants a wishlist as part of a broader retention strategy (loyalty points, referrals, review collection, VIP tiers), both single-purpose apps will force additional apps and increase stack complexity.

Pros & Cons (Summary)

Smart Wishlist

• Pros:
  • Guest support and one-click saving.
  • Lightweight install with API support.
  • Larger review sample for evaluation.
  • Low monthly cost.
• Cons:
  • Mid-range rating indicates mixed experiences.
  • Lacks native loyalty or review features—requires additional apps.

ESC Wishlist + Save for Later

• Pros:
  • Cart-level save-for-later visibility at checkout.
  • Wishlist categorization and customization options.
• Cons:
  • Extremely limited reviews and very low rating.
  • No clearly stated integrations or API support.
  • Potential reliability and support concerns.

Implementation Considerations and Checklist Before Installing

Before installing any wishlist app, merchants should run through this checklist:

• Test on a staging theme to evaluate visual placement and cart behavior.
• Verify guest persistence across devices if cross-device behavior matters.
• Confirm uninstall behavior: does the app cleanly remove theme code?
• Ask the developer about data storage, backup, and export mechanisms.
• Determine whether wishlist events can be forwarded to email platforms or analytics tools.
• Review support SLAs and average response times using public review comments or direct developer inquiry.

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

Single-purpose apps solve single problems well, but they can multiply operational complexity. Each added app increases maintenance, potential theme conflicts, and licensing costs. The cumulative effect—often called "app fatigue"—is not just administrative; it impacts retention strategy by scattering customer data across multiple silos, making it harder to build meaningful, automated lifetime-value programs.

This is where a consolidated approach becomes valuable: consolidate wishlist behavior with loyalty, referrals, reviews, and VIP tiers in one platform. Growave’s positioning centers on the principle of "More Growth, Less Stack"—a design philosophy that prioritizes integrated retention features so merchants can manage fewer apps while getting more connected outcomes.

What is App Fatigue?

App fatigue happens when an online store accumulates many single-point solutions for closely related retention goals. Symptoms include:

• Fragmented customer data across apps.
• Multiple billing lines for overlapping features.
• Theme conflicts caused by many frontend scripts.
• Increased QA time for new releases or theme changes.
• Difficulty orchestrating cross-channel campaigns (e.g., rewarding wishlist saves with loyalty points and follow-up review requests).

App fatigue reduces the marginal value of each additional app because the overhead of connecting and maintaining them erodes the business case.

Growave’s Approach: More Growth, Less Stack

Growave combines wishlist functionality with loyalty and rewards, referrals, reviews & UGC, and VIP tiers—reducing the need for separate wishlist, loyalty, and review apps. Instead of stitching event streams together, merchants get a unified dataset that enables richer automation and clearer ROI on retention efforts.

• For merchants who want to consolidate retention features, Growave offers plans that package wishlist, loyalty, referrals, and reviews together so one platform handles multiple retention touchpoints.
• Merchants can install Growave from the Shopify App Store to get an integrated suite without cobbling together multiple apps.

Integrated Feature Benefits

• Unified customer profiles that combine wishlist activity with loyalty points and referral status.
• Native reward triggers for wishlist actions (for example, reward customers for saving items or sharing lists).
• Centralized analytics to measure the impact of wishlist saves on repeat purchase rate and lifetime value.
• Reduced theme footprint compared to multiple third-party scripts.

How Growave Compares on Core Dimensions

Wishlist Capability

Growave provides wishlist functionality alongside other retention tools, meaning wishlist saves can trigger other flows like points awarding or review campaigns. This integration allows richer lifecycle automation without middleware.

• Merchants can use loyalty and rewards that drive repeat purchases to link wishlist behavior to incentives.
• Wishlist saves can be used to segment audiences for targeted offers, increasing conversion probability when items come back in stock or go on promotion.

Loyalty & Rewards

Growave’s loyalty system supports customizable point rules, redemption options, and VIP tiers. This means merchants can use a single platform to both capture wishlists and reward behaviors that lead to higher LTV.

• Use cases include awarding points for first wishlist save, sharing a wishlist, or purchasing from a wishlist—tightening the funnel from intent to purchase.
• Merchants can view loyalty data alongside wishlist engagement to measure which incentives move the needle.

Reviews & UGC

Collecting reviews is essential to trust and conversion. Growave bundles review solicitation and UGC alongside wishlist and loyalty, simplifying post-purchase flows.

• Brands can collect and showcase authentic reviews and link review prompts to loyalty incentives (e.g., reward a reviewer with points).

Referrals & Social Growth

When wishlist items are shareable, they can drive organic reach. Growave’s referral tools let merchants reward referrals generated by wishlist sharing without needing separate referral software.

Integrations & Plus-Level Support

Growave integrates with many tools merchants already use—email providers, customer service platforms, and subscription systems—providing a consolidated data flow for retention campaigns.

• For high-growth merchants, there are tailored solutions for high-growth Plus brands with dedicated onboarding and support.
• Merchants looking to evaluate enterprise needs can install Growave from the Shopify App Store or compare plans and pricing to choose the right level.

Practical Examples of How Integration Helps

• A merchant can award loyalty points when a customer saves an item and then send a follow-up email that includes a limited-time discount—this reduces the time between wishlist save and purchase without juggling multiple apps.
• Wishlists shared socially can include referral tracking so sharers receive points when a friend buys—combining wishlist, referral, and loyalty data for measurable ROI.
• When a customer purchases from a wishlist, Growave can automatically trigger a review request that, when completed, grants points—closing the lifecycle loop.

These orchestrations are possible without middleware because the features live in the same platform, saving developer time and reducing the risk of outages due to integration failures.

Pricing Flexibility and When It Makes Sense

Growave offers tiered plans that map to merchant scale, allowing stores to replace multiple small subscriptions with a single platform that scales with demand.

• Merchants can choose a plan that fits their growth stage and consolidate recurring costs.
• For stores that want to pilot integrated retention, Growave offers a free plan and free trial options so features can be evaluated without immediate long-term commitment.

The economic trade-off: pay a higher single monthly fee in exchange for a smaller total number of apps, fewer integration headaches, and a clearer path to increasing customer lifetime value.

Evidence & Trust Signals

Growave has established signals that address reliability and support concerns:

• A larger review base and higher rating indicate broader merchant adoption compared to single-purpose apps with limited feedback.
• For enterprise merchants or stores migrating complex retention programs, Growave provides solutions for high-growth Plus brands with dedicated support and onboarding.

Hands-On Next Steps for Merchants Considering Consolidation

• Map current wishlists and retention goals. Identify which actions must be connected (e.g., wishlist save -> email reminder -> point incentive).
• Compare the total monthly cost of current single-purpose apps versus an integrated platform. Use that to calculate time saved on maintenance.
• Trial an integrated platform in a staging environment to validate theme impact and behavior.
• If unsure about the right plan or migration strategy: Book a personalized demo to see how an integrated retention stack accelerates growth.

Migration & Coexistence Strategy

If a merchant currently uses Smart Wishlist or ESC Wishlist + Save for Later and wants to consolidate:

• Export wishlist data where possible. If export tools are unavailable, coordinate with the app developer for data access.
• Stage the Growave wishlist and verify that saved items can be associated to customers (or at least tracked for campaign targeting).
• Phase out the old app only after verification that events, visuals, and loyalty triggers work as intended.
• Monitor analytics closely during the migration window to spot any drop in wishlist saves or conversion.

Conclusion

For merchants choosing between Smart Wishlist and ESC Wishlist + Save for Later, the decision comes down to immediate needs and risk tolerance. Smart Wishlist is a better fit for merchants who want a lightweight, guest-friendly wishlist with API support and a reasonable review base. ESC Wishlist + Save for Later may appeal to stores that place a premium on surfacing saved items at checkout, but the very limited and poor review data suggests merchants should proceed cautiously and test thoroughly.

However, if the goal is to build sustainable retention—raising repeat purchase rates, increasing lifetime value, and reducing the operational overhead of multiple single-purpose tools—an integrated platform can be a better value for money. Growave combines wishlist behavior with loyalty, referrals, reviews, and VIP tiers so merchants can manage fewer tools and achieve more consistent outcomes. Merchants who want to reduce app sprawl can start by reviewing how to consolidate retention features and by comparing how a single platform impacts costs and campaign complexity versus multiple apps.

Start a 14-day free trial to see how Growave reduces app sprawl and increases retention.

For merchants who want a personalized walkthrough, Book a personalized demo to see how an integrated retention stack accelerates growth.

FAQ

How do Smart Wishlist and ESC Wishlist + Save for Later differ in handling guest users?

Smart Wishlist explicitly supports guest wishlists, enabling users to save and share items without creating an account. ESC Wishlist + Save for Later emphasizes cart-level save-for-later behavior but does not clearly document cross-device persistence or guest behavior, so merchants should test guest flows before deploying ESC.

Which app offers better integration options with email providers and analytics?

Smart Wishlist lists SendGrid and ShareThis and provides Javascript and REST APIs, making it easier to forward events into email automation or analytics tools. ESC Wishlist + Save for Later does not list third-party integrations explicitly, so custom integration work may be required.

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

An integrated platform bundles wishlist, loyalty, referrals, reviews, and VIP tiers into a single product, reducing the number of apps to manage and enabling cross-feature automations (for example, awarding points for wishlist saves). This consolidation typically reduces theme conflicts, simplifies billing, and creates a unified customer dataset that improves segmentation and campaign accuracy. For merchants focused on retention and lifetime value, integrated solutions often offer better long-term value than combining multiple single-purpose apps.

If a store already uses Smart Wishlist, what should the migration look like to an integrated platform?

Begin by exporting wishlist data where possible, set up the integrated platform (including wishlist and loyalty components) in a staging environment, verify that wishlist items and customer associations are preserved or can be mapped, and slowly phase out the old app after thorough QA. Ensure campaigns that relied on wishlist events (e.g., cart recovery or email follow-ups) are recreated in the new platform to avoid gaps in customer communication.