Smart Wishlist vs. Fish Wishlist & Quote Request: An In-Depth Comparison

Introduction

Choosing the right wishlist app can feel like a small decision that has outsized effects on retention, purchase frequency, and average order value. Shopify merchants face a crowded marketplace of single-purpose solutions and must balance features, integrations, and long-term value when picking tools that touch customer experience and post‑purchase behavior.

Short answer: Smart Wishlist is a lightweight, focused wishlist built for stores that need a simple, easy-to-install saving and sharing widget with minimal overhead. Fish Wishlist & Quote Request is a more feature-rich wishlist platform aimed at stores that need B2B workflows, POS and draft-order functionality, and deeper omnichannel wishlist controls. For merchants who want to reduce app sprawl and combine wishlists with loyalty, referrals, reviews, and VIP tiers in one integrated retention stack, a consolidated platform like Growave can deliver better value for money and fewer management headaches.

This article provides a feature-by-feature, impartial comparison of Smart Wishlist (by Webmarked) and Fish Wishlist & Quote Request (by Native App Co) to help merchants make an informed choice. Each app’s strengths and trade-offs will be considered alongside pricing, integrations, performance, and common merchant use cases. After the direct comparison, the piece discusses the limitations of single-purpose apps and introduces an all-in-one alternative.

Smart Wishlist vs. Fish Wishlist & Quote Request: At a Glance

Deep Dive Comparison

Purpose and Positioning

Smart Wishlist: Focused and lightweight

Smart Wishlist positions itself as a next-generation wishlist for Shopify that emphasizes speed, simplicity, and zero-code setup. It’s built to allow both guests and logged-in customers to save items and share lists without complex configuration. The app emphasizes a lightweight payload and APIs for stores with custom needs.

Fish Wishlist & Quote Request: Feature-rich, omnichannel

Fish Wishlist & Quote Request targets stores that require wishlist features plus B2B workflows. In addition to saving and sharing lists, it adds Request a Quote, B2B pricing, draft orders, and POS integration. The app aims to bridge the gap between retail storefronts and wholesale workflows.

Feature Comparison

Core wishlist capabilities

• Smart Wishlist:
  • One-click saving on product, collection, search, and cart pages.
  • Works for guest and logged-in users.
  • Unlimited wishlists.
  • Shareable wishlist links.
  • Lightweight JavaScript with REST APIs for advanced use.
• Fish Wishlist & Quote Request:
  • Express wishlist with checkout and account widgets.
  • Wishlist links, social proof widgets, and sharing options.
  • Previously purchased items and abandoned cart visibility.
  • Multi-language and multi-currency support.

Analysis: For pure wishlist functionality—save, share, and view—both apps deliver. Smart Wishlist prioritizes minimal complexity and a low performance footprint, while Fish Wishlist adds more UI placement options and social proof elements.

B2B and Quote workflows

• Smart Wishlist: Does not advertise quote or draft-order features; not designed for wholesale workflows.
• Fish Wishlist: Built for B2B with a dedicated Trade plan that includes Request a Quote, draft order creation from wishlists, auto invoicing, and quantity pickers on lists.

Analysis: B2B and wholesale merchants will find Fish Wishlist’s Trade plan purpose-built for quote-driven sales processes. Smart Wishlist lacks those features and is not a substitute for a B2B wishlist + quotes tool.

POS and omnichannel support

• Smart Wishlist: Focused on online widget presence; no direct POS integrations listed.
• Fish Wishlist: Explicit Shopify POS integration, allowing sales reps to access wishlists, purchase history, and abandoned carts at checkout.

Analysis: For brands that operate both online and in physical stores, Fish Wishlist’s POS support simplifies omnichannel customer journeys. Smart Wishlist remains online-focused.

Sharing, social proof, and marketing

• Smart Wishlist: Provides shareable lists and simple sharing tools. Integrations with SendGrid and ShareThis indicate email and social share flows.
• Fish Wishlist: Includes social proof widgets, shareable links, and integrations useful for Klaviyo and Shopify Flow to connect wishlist events to marketing automation.

Analysis: Fish Wishlist has stronger built-in social proof and marketing workflow support, which can help convert wishlist activity into measurable marketing campaigns.

Customization and developer controls

• Smart Wishlist: Lightweight payload, JavaScript and REST APIs for developers who need expanded behavior. Emphasizes not breaking themes upon uninstall.
• Fish Wishlist: Express setup and checkout/account widgets with options for white-glove installation. More complex features imply greater customization surface for developers.

Analysis: Both apps provide developer-facing options. Smart Wishlist’s lightweight approach may be preferable for minimal-impact installs; Fish Wishlist’s depth allows more enterprise-style customizations at the expense of additional configuration.

Ease of Use and Onboarding

Setup

• Smart Wishlist: Marketed as super-easy setup with no coding required. Focused on quick activation and low theme interference.
• Fish Wishlist: Offers a 2-minute setup on the Starter plan, but also offers white-glove installation for larger projects.

Analysis: Both apps advertise fast setup. Smart Wishlist caters to merchants who want a hands-off install with low risk. Fish Wishlist provides express setup for simple installs and guided installation for more complex use cases.

Learning curve

• Smart Wishlist: Low—few settings, predictable behavior.
• Fish Wishlist: Moderate—more features mean more configuration choices, especially for B2B, POS, and quote features.

Analysis: Shops without technical teams or those who prefer minimal configuration may gravitate to Smart Wishlist. Merchants with complex flows will accept the steeper learning curve of Fish Wishlist for the additional capabilities.

Pricing and Value

Smart Wishlist pricing

• Standard plan: $4.99 / month.

Smart Wishlist offers a single visible plan at $4.99 per month. This makes it accessible and low-risk for merchants who need a basic wishlist function and want to keep monthly fixed costs to a minimum.

Fish Wishlist pricing

• Starter: Free (up to 100 customers, basic integrations)
• Lightning: $40 / month (unlimited wishlists, checkout upsell, migrations)
• Trade: $90 / month (B2B-focused features like Request a Quote, draft orders, invoicing)

Analysis: Fish Wishlist provides tiered pricing enabling a free entry point for small stores or trials. For stores that need unlimited wishlists and checkout integrations, the Lightning plan increases ongoing costs but adds conversion-focused features. The Trade tier targets B2B with a step up in price that reflects advanced functionality.

Value for money:

• Smart Wishlist presents strong value for stores that only need a reliable wishlist at a low monthly cost.
• Fish Wishlist presents better value for merchants that convert wishlist activity into B2B sales, quotes, or need POS/omnichannel features.

Neither option addresses loyalty programs, reviews, or referral programs. For merchants looking to build an entire retention stack, multiple single-purpose apps will likely add up in cost and complexity over time.

Integrations & Marketing Automation

Smart Wishlist integrations

• SendGrid and ShareThis are explicitly mentioned; general REST API support allows connecting wishlist events to marketing stacks.

Fish Wishlist integrations

• Extensive: Checkout, Shopify POS, Customer accounts, Shopify Flow, Klaviyo, Draft Orders, and other checkout extensibility points.

Analysis: Fish Wishlist provides native hooks into common store automation tools such as Klaviyo and Shopify Flow, making it easier to trigger email flows or automation from wishlist events. Smart Wishlist can integrate via API but may require additional configuration or middleware.

Performance, Theme Impact & Uninstall Behavior

• Smart Wishlist explicitly claims a lightweight payload and states it “doesn't break your theme upon uninstall.” That positioning matters for merchants cautious about app bloat and theme integrity.
• Fish Wishlist’s broader feature set means more assets and potential interactions across theme areas like account pages, checkout extensions, and POS. This complexity can increase the chance of theme conflicts or more involved uninstall cleanup.

Analysis: Stores with performance-sensitive themes or strict speed targets may prefer Smart Wishlist’s lightweight approach. Stores using headless setups, or willing to accept additional asset loading for advanced features, may choose Fish Wishlist.

Support, Reviews & Reliability

Smart Wishlist

• Reviews: 81
• Rating: 3.6 / 5

With a higher volume of reviews but a middling average rating, Smart Wishlist’s public feedback suggests a mixed set of merchant experiences. The larger sample size implies more visibility, but the 3.6 rating signals issues reported by some merchants—commonly in customization, feature gaps, or support response.

Fish Wishlist

• Reviews: 7
• Rating: 5.0 / 5

A perfect average from a small number of reviews indicates high satisfaction among a limited group of users. The low review count means the data is less statistically robust and may reflect a narrower user base or newer app lifecycle.

Analysis: Rating data should be interpreted with context. Smart Wishlist’s review volume indicates broader adoption; Fish Wishlist’s stellar rating should prompt merchants to validate whether those reviewers match their store type and scale.

Governance: Data, Security, and Privacy

Both apps operate within Shopify’s ecosystem and must comply with Shopify’s app security standards and GDPR/CCPA norms through the platform. Specifics like data retention, access to customer emails for wishlist events, and exportability should be confirmed during setup. Merchants with strict compliance needs should request a data processing addendum and documentation from the developer.

Migration, Export, and Ownership

• Smart Wishlist: Offers APIs that can be used to programmatically export wishlist data.
• Fish Wishlist: Offers free migration from other apps on some tiers (Lightning), and Draft Order integration suggests exportability.

Analysis: Both apps appear to support migration and data access, but Fish Wishlist’s migration assistance is an operational advantage for stores moving from another wishlist provider. Merchants should request a migration checklist and test exports to ensure continuity.

Scalability & Enterprise Use

• Smart Wishlist: Designed for simplicity; suitable for stores prioritizing stable wishlist functionality at scale as long as advanced B2B workflows are not required.
• Fish Wishlist: Built to scale into B2B and POS environments. The Trade plan targets wholesale businesses and larger omnichannel retailers.

Analysis: For enterprise merchants on Shopify Plus that need integrated B2B features, the Fish Wishlist product set is closer to enterprise requirements. Smart Wishlist can scale horizontally but may not replace enterprise-grade B2B or POS features.

Pros and Cons Summary

Smart Wishlist — Pros

• Low-cost entry ($4.99/month).
• Lightweight, minimal performance impact.
• Guest wishlist support and easy sharing.
• Simple, no-code setup for most merchants.
• API availability for custom work.

Smart Wishlist — Cons

• Limited B2B, POS, and quote features.
• Mid-range rating (3.6) with 81 reviews—mixed merchant experiences.
• Fewer built-in marketing automations compared to Fish Wishlist.

Fish Wishlist & Quote Request — Pros

• Rich feature set for B2B: Request a Quote, draft orders, auto invoicing.
• POS and omnichannel support.
• Native integrations with Klaviyo, Shopify Flow, and Draft Orders.
• Strong rating (5.0) among its reviewers.
• Free Starter plan for small stores.

Fish Wishlist & Quote Request — Cons

• Higher monthly cost for advanced plans ($40–$90).
• More configuration complexity and potential for theme impact.
• Low review volume (7) — limited public feedback sample.

Which App Is Best For Which Merchant?

• Smart Wishlist is best for merchants who:
  • Want a fast, minimal-risk wishlist for DTC stores.
  • Need guest wishlist capability and simple sharing.
  • Prefer a low monthly fee and minimal configuration.
  • Are cautious about adding heavy assets to the storefront.
• Fish Wishlist & Quote Request is best for merchants who:
  • Require B2B features such as quotes, draft orders and invoicing.
  • Operate omnichannel with Shopify POS and need wishlist access in-store.
  • Want deeper marketing automation via Klaviyo and Shopify Flow.
  • Can justify a higher monthly cost for specialized workflows.

Implementation Considerations

Testing and rollout

• Run an A/B test where possible to measure wishlist impact on metrics like add-to-cart, conversion of wishlisted items, and email capture rates.
• Track key metrics pre- and post-install: checkout conversion, wishlist-to-order conversion, and average order value for wishlisted items.
• For Fish Wishlist, test draft order and quote workflows in a private staff account before going live.

Theme and speed precautions

• Review installed assets and check Lighthouse or PageSpeed scores after install.
• For Fish Wishlist, confirm which parts of the app inject code into checkout, account pages, or POS and coordinate with theme developers.

Data mapping and CRM integration

• Map wishlist events to email flows in Klaviyo or Omnisend. Fish Wishlist has native hooks; for Smart Wishlist, plan API or middleware integration.
• Ensure customer IDs and email addresses sync correctly for both guest and logged-in users.

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

What is app fatigue and why it matters

App fatigue describes the operational and performance cost of running many single-purpose apps. Each app adds maintenance, billing, theme assets, and another integration point to monitor. Over time, stores can face slower load times, fragmented customer data, and messy automation that’s hard to troubleshoot. These costs are less visible than sticker price but compound through wasted time, duplicate features, and missed cross-channel insights—especially for merchants focused on retention and CLTV.

The limits of single-purpose wishlist apps

Both Smart Wishlist and Fish Wishlist deliver on wishlist-specific needs, but neither solves retention holistically. That creates several trade-offs:

• Multiple apps needed to run loyalty programs, referrals, reviews, and wishlists.
• Disjointed analytics across different vendors.
• Repeated theme edits and potential conflicts when installing additional tools.
• Increased total monthly spend when combining wishlist, loyalty, reviews, and referral apps.

Growave’s "More Growth, Less Stack" value proposition

Growave takes a different approach: consolidate retention features into one integrated platform so merchants can run loyalty, referrals, reviews, wishlists, and VIP programs from a single admin. The idea is to reduce tool sprawl and combine behavior signals—wishlists, reviews, referral activity, and reward actions—into a single customer record for smarter automation and clearer ROI.

Key ways an integrated platform changes the math:

• Fewer integrations to maintain and fewer places to check for issues.
• Cross-product workflows (for example, rewarding referrals with loyalty points and offering wishlist-triggered review campaigns).
• Simplified billing and support under one vendor.
• Faster time to value when launching retention programs that span multiple touchpoints.

Merchants can compare plans and pricing to see how consolidated features alter total cost of ownership and operational overhead. Explore consolidated plans to evaluate how replacing multiple single-purpose tools affects run rate and complexity: compare pricing and plans.

Core Growave features that replace multiple apps

• Loyalty and Rewards: Customizable programs, points, rewards, and VIP tiers that turn wishlisted items into targeted reward opportunities. Learn more about how Growave supports loyalty and rewards that drive repeat purchases.
• Wishlist: Native wishlist functionality integrated with loyalty and referral events to encourage conversions.
• Reviews & UGC: Tools to collect, moderate, and publish product reviews and photos. Stores can collect and showcase authentic reviews and tie review activity to loyalty incentives.
• Referrals & VIP Programs: Built-in referrals and VIP tiers make it possible to reward advocates and uplift LTV without juggling separate apps.
• Shopify Plus and enterprise support: Offering features and support for larger stores and headless setups via dedicated plans and integrations for checkout and APIs.

Growave’s integration points with common commerce tools (Klaviyo, Recharge, Gorgias, Omnisend, and more) reduce the friction of connecting wishlist events to marketing automations and customer service workflows. See how the app connects across channels and platforms when deciding how to consolidate tools: install Growave from the Shopify App Store.

Practical benefits of consolidation

• Unified customer profiles with wishlist, loyalty, and referral events in one place.
• Easier attribution: tie a loyalty reward or referral to an eventual purchase using a single dataset.
• Reduced theme edits and fewer app conflicts.
• Centralized analytics for LTV, repeat purchase rate, and program ROI.

For merchants who prefer a personalized walkthrough of how a consolidated retention stack will work for their store, Growave offers tailored demos. Book a session to evaluate how consolidation would reduce complexity: Book a personalized demo to see how an integrated retention stack improves retention.

How Growave compares to the two wishlist apps

• Compared to Smart Wishlist:
  • Growave includes a robust wishlist alongside loyalty, referrals, and reviews. Stores avoid adding separate apps for retention needs.
  • Smart Wishlist wins on low monthly price and minimal footprint; Growave wins on integrated retention outcomes.
  • Small stores looking only for a simple wishlist might find Smart Wishlist more immediately cost-effective, while stores aiming to increase LTV will get more net value from a consolidated platform. See pricing tiers to evaluate which option creates better overall value: compare pricing and plans.
• Compared to Fish Wishlist:
  • Fish Wishlist delivers strong B2B and POS features—areas where Growave is not a direct POS replacement. However, for stores focused on customer retention through loyalty and reviews, Growave consolidates multiple retention channels under one roof.
  • For B2B-heavy workflows (draft orders, auto invoicing), Fish Wishlist’s Trade plan is purpose-built. For brands prioritizing lifetime value, Growave’s suite of loyalty, wishlist, and review features can reduce the need for multiple add-ons. Review feature synergies and loyalty flows in context: collect and showcase authentic reviews and loyalty and rewards that drive repeat purchases.

When consolidation is not the right move

• If a merchant primarily needs complex wholesale quote management, draft orders, and POS wishlist access, Fish Wishlist’s focused feature set may still be required alongside a retention platform.
• If absolute minimum monthly overhead for a simple wishlist is the top priority and the store has no plans for loyalty or reviews, Smart Wishlist remains a low-cost option.
• Growave targets retention and engagement rather than replacing dedicated POS or ERP systems; complex enterprise POS integrations may still need specialized tools.

Practical migration path

• Map existing wishlist events to Growave’s wishlist and loyalty triggers.
• Export wishlist data via Smart Wishlist or Fish Wishlist APIs and import into Growave if moving from a previous provider.
• Consolidate marketing automations: rebuild Klaviyo flows using unified wishlist events from Growave to simplify segmentation and reduce cross-app triggers.
• Use a test period and soft-launch to confirm data consistency and the impact on KPIs.

More reasons merchants choose consolidation

• Faster iteration: launching a loyalty campaign that rewards wishlist actions takes minutes when systems are in the same platform.
• Reduced support overhead: one vendor to contact for cross-feature issues.
• Clearer ROI: consolidated reporting surfaces retention lift attributable to loyalty, referral, wishlist, and reviews together.

Compare how consolidation changes operational overhead and monthly cost by reviewing available plans and features: compare pricing and plans. For merchants on Shopify Plus, there are enterprise-grade capabilities and implementation support: solutions for high-growth Plus brands.

Practical Recommendations

• If the requirement is minimal wishlist functionality for DTC with tight monthly budgets and low technical overhead, Smart Wishlist is an appropriate choice—especially where performance and theme safety are prioritized.
• If the business relies on B2B quote workflows, POS access to wishlists, or draft orders created from wishlists, Fish Wishlist & Quote Request aligns with those operational needs and provides migration support.
• If the strategic priority is retention—raising repeat purchase rates, creating cross-sell and referral flows, and centralizing customer engagement—then evaluate an integrated platform to reduce app count and consolidate data and billing. See customer stories from brands scaling retention for real-world examples of integrated retention strategies.

Conclusion

For merchants choosing between Smart Wishlist and Fish Wishlist & Quote Request, the decision comes down to scope and priorities. Smart Wishlist is an efficient, low-cost option for merchants who want a simple, fast, and low‑impact wishlist. Fish Wishlist & Quote Request is a better fit for merchants that require B2B features, quote workflows, and POS integration and are willing to invest in more configuration and a higher monthly plan.

Beyond those two options, consolidation serves many merchants better over the long term. An integrated retention platform minimizes tool sprawl, centralizes customer data, and turns wishlist interactions into measurable retention outcomes. For brands looking to combine wishlists with loyalty, referrals, and reviews without adding multiple vendors, Growave presents a clear alternative that focuses on “More Growth, Less Stack.” Compare plans and see how consolidation changes total cost and operational load: compare pricing and plans. Also consider installing directly from the app marketplace to evaluate the product in a test store: install Growave from the Shopify App Store.

Start a 14-day free trial to test a unified retention platform and measure the impact on repeat purchases and LTV: Start a 14-day free trial to test a unified retention platform.

Frequently Asked Questions

• How do Smart Wishlist and Fish Wishlist handle guest users?
  • Smart Wishlist explicitly supports guest wishlists and anonymous sharing, which lowers friction for non-logged-in shoppers. Fish Wishlist supports similar flows but places heavier emphasis on account widgets and omnichannel continuity, which can favor account-based experiences.
• Which app is better for B2B and wholesale workflows?
  • Fish Wishlist & Quote Request is purpose-built for B2B, offering Request a Quote, draft-order creation, auto invoicing, and quantity pickers. Smart Wishlist does not provide built-in quote or draft-order features.
• How easily can wishlist activity be connected to email marketing?
  • Fish Wishlist includes native Klaviyo and Shopify Flow integrations, making marketing automation simpler to configure. Smart Wishlist can integrate via REST APIs or middleware but may require additional setup to feed wishlist events into marketing platforms.
• How does an all-in-one platform compare to specialized apps?
  • An all-in-one retention platform reduces the number of vendors, consolidates customer data, and streamlines workflows across loyalty, wishlists, reviews, and referrals. This lowers operational overhead and can improve attribution for retention initiatives. However, specialized apps may still be necessary when a store requires highly specific functionality—such as POS-level wishlist access combined with complex quote management—where a single vendor’s scope does not cover every enterprise need.

Further reading and next steps:

• Evaluate wishlist needs against B2B and POS requirements to select between Smart Wishlist and Fish Wishlist.
• If retention and LTV improvement are priorities, review the integrated features and pricing to assess whether consolidation reduces total cost and complexity: compare pricing and plans.
• For a walkthrough tailored to the store’s workflows and retention goals, schedule a demo: Book a personalized demo to see how an integrated retention stack improves retention.

For merchants who want to see how loyalty and wishlist features work together in practice, these resources explain how to tie reward programs to wishlist behavior: loyalty and rewards that drive repeat purchases and to leverage product reviews for social proof and conversions: collect and showcase authentic reviews.