Smart Wishlist vs. My Wishlist: An In-Depth Comparison

Introduction

Choosing the right wishlist app for a Shopify store feels simple until a merchant compares features, pricing, and long-term value. Many wishlists promise quick installs and one-click saves, but the downstream effect on retention, average order value, and tech maintenance differs dramatically.

Short answer: Smart Wishlist is a solid option for merchants who want a lightweight, no-code wishlist that supports guest users and simple sharing at an affordable monthly price. My Wishlist delivers a very basic wishlist with a slightly lower price and an emphasis on email reminders and reporting, but its public feedback is limited. For merchants seeking growth through retention across loyalty, referrals, and reviews, an integrated platform like Growave may offer better value for money than stacking multiple single-purpose tools.

This post provides an in-depth, feature-by-feature comparison of Smart Wishlist (Webmarked) and My Wishlist (Hubify Apps) so merchants can choose the right tool for current needs. After the direct comparison, the article explains why consolidating wishlist, loyalty, reviews, and referrals into a single retention platform can reduce tool sprawl and improve long-term growth.

Smart Wishlist vs. My Wishlist: At a Glance

Deep Dive Comparison

Purpose and Positioning

Smart Wishlist: What it aims to solve

Smart Wishlist positions itself as a "next generation" wishlist focused on simplicity and speed. It emphasizes one-click saving without requiring login, shareable lists, and a lightweight implementation that claims not to break themes on uninstall. The messaging is built around converting browsers into repeat buyers by making product saving and sharing frictionless.

My Wishlist: What it aims to solve

My Wishlist's core message is straightforward: customers can create wishlists, add products, and share them by email while receiving email notifications. It highlights reporting features and reminder emails, which suggests a focus on turning saved items into conversions through follow-up communication.

User Experience and Setup

Installation and setup

Smart Wishlist is marketed for "no coding required" setup and claims to be super-easy to install. Its lightweight payload and promise to not break a theme on uninstall make it appealing to stores that want a low-risk experiment.

My Wishlist appears similarly easy to install, with a simple set of features and a low monthly cost. However, public information is minimal, and with only one review available, there is less community feedback about smoothness of setup.

Assessment for merchants:

• For stores that need a hassle-free, low-risk wishlist, Smart Wishlist has clearer messaging about theme safety and guest usage.
• For stores on a tight budget who primarily want wishlist basics and email reminders, My Wishlist may be adequate if the merchant validates setup behavior in a staging environment.

Customer-facing interactions

Both apps let customers create and share wishlists. Smart Wishlist highlights one-click saving across product, collection, search, and cart pages — a wider set of touchpoints that makes discovery and saving easier across the shopping journey. My Wishlist centers on email sharing and reminders, which can be effective for re-engagement but depends on the quality of the store's email deliverability and how reminder cadence is handled.

Merchant takeaway:

• If the priority is seamless on-site saving and social sharing, Smart Wishlist has a stronger on-site interaction model.
• If the priority is converting saved items via email reminders and tracking revenue from wishlists, My Wishlist lists reporting and reminders as core features.

Features and Flexibility

Saving & sharing behavior

Smart Wishlist:

• One-click saving for guests and logged-in users.
• Shareable lists (likely via link or social share).
• Wishlist buttons on product, collection, search result, and cart pages.

My Wishlist:

• Create wishlist and add products.
• Share wishlist via email.
• Emphasizes unlimited saved items and unlimited reminder emails in its pricing plan.

Practical implications:

• Smart Wishlist offers more front-end placement options that can increase saves and capture intent at multiple stages.
• My Wishlist’s emphasis on email sharing and reminders can push saved items toward conversion if deployed with a deliberate cadence.

Guest users vs. account-dependent saving

Smart Wishlist explicitly supports guest users, a significant advantage for stores that want to capture intent without forcing account creation. Guest capability lowers friction, especially for first-time visitors or holiday shoppers.

My Wishlist’s documentation does not clearly state guest support. If saving requires a customer account, expect higher friction and lower save rates—though account-based wishlists provide better cross-device continuity for logged-in customers.

APIs and developer tools

Smart Wishlist lists JavaScript and REST APIs to support advanced requirements. This makes it feasible for merchants with custom themes or headless setups to integrate wishlists into unique flows.

My Wishlist does not publicly list API capabilities. Merchants with custom requirements or who plan to integrate wishlist data into back-office analytics will find Smart Wishlist a safer bet.

Mobile and theme impact

Smart Wishlist highlights a lightweight payload and theme safety on uninstall. Smaller script sizes help maintain page speed, which affects conversion and SEO. Uninstall behavior that cleans up after itself is important for merchants who test multiple apps.

My Wishlist’s public materials do not call out payload size or uninstall safety. That increases the need for due diligence (e.g., testing uninstall behavior in a staging environment).

Pricing and Value

Raw price comparison

• Smart Wishlist: Standard plan at $4.99 / month.
• My Wishlist: Standard plan at $3.99 / month.

At face value, My Wishlist is less expensive by $1 per month. However, raw price alone does not equal value. Value depends on features that improve retention, reduce manual work, integrate with existing stacks, and avoid hidden technical debts.

What each plan includes

Smart Wishlist’s Standard plan appears to be a single plan offering core wishlist capabilities. There is no public evidence of tiered usage limits or fees beyond the monthly price.

My Wishlist’s Standard plan lists a set of included features: unlimited saved items, email sharing, wishlist and product reports, unlimited reminder emails, and revenue reporting. For stores that rely heavily on email follow-ups and want built-in revenue attribution for wishlist activity, My Wishlist provides explicit reporting features that could justify its fee.

Value considerations:

• For merchants who prioritize front-end UX, guest support, and stability, Smart Wishlist’s slightly higher price may be better value for money.
• For merchants prioritizing wishlist-driven email commerce and in-app revenue reporting, My Wishlist may offer better value, assuming the reports are reliable and support required date ranges and attribution needs.

Hidden costs and opportunity costs

Single-purpose apps can lead to "stack" costs. Adding multiple single-function apps to cover wishlist, loyalty, referrals, and reviews increases monthly spend and complicates analytics and integrations. The cost of context switching between dashboards, managing multiple billing cycles, and ensuring theme compatibility should factor into the total cost of ownership.

Integrations and Ecosystem Fit

Smart Wishlist integrations

Smart Wishlist lists SendGrid and ShareThis as integrations. SendGrid support suggests built-in or optional email sending capability—helpful for sharing and perhaps reminders. ShareThis indicates easier social sharing.

Smart Wishlist also exposes APIs, enabling integrations with other tools (e.g., email platforms or analytics) via custom development.

My Wishlist integrations

My Wishlist does not list any third-party integrations publicly. The app appears feature-contained: email sharing and reports are built-in rather than dependent on external tools.

Ecosystem fit considerations:

• Merchants using external ESPs like Klaviyo or Omnisend will favor an app that either integrates natively or provides hooks (APIs, webhooks) to keep data synchronized. Smart Wishlist's API approach better supports that.
• Stores that prefer to keep everything inside the wishlist app (email sharing and reminders included) could accept My Wishlist’s closed system—if the report granularity and deliverability meet expectations.

Support, Reviews, and Reliability

Public ratings and review volume

• Smart Wishlist: 81 reviews, rating 3.6. This indicates a reasonable review volume but mixed sentiment.
• My Wishlist: 1 review, rating 5.0. The perfect score with a single review suggests little public usage or at least limited feedback.

What ratings mean in practice:

• Smart Wishlist’s dozens of reviews mean more merchant experiences to evaluate. A 3.6 rating signals that while many merchants found the app useful, there are common pain points. It’s important for merchants to scan reviews to identify recurring issues (e.g., support response times, bugs, missing features).
• My Wishlist’s single review cannot be generalized. Merchants should treat the app as relatively unvetted and conduct thorough pre-production testing.

Support channels and SLAs

Neither app lists extensive support SLAs in the publicly provided data. When choosing an app, merchants must ask about response times, the scope of support (installation, theme edits, customizations), and escalation processes. Larger stores should test support responsiveness during trial periods before relying on the app for revenue-critical flows.

Reporting and Analytics

Smart Wishlist

Smart Wishlist’s public materials focus on usability and sharing; they do not enumerate built-in revenue reports. The presence of APIs suggests that wishlist data can be pulled into analytics platforms for custom reporting.

My Wishlist

My Wishlist explicitly lists wishlist and product reports, unlimited reminder emails, and revenue reporting. If those reports are accurate and easy to export, they can be a differentiator for merchants who want straightforward attribution from wishlist-driven conversions.

Merchant advice:

• Validate report accuracy by comparing wishlist-attributed revenue to order timelines and UTM/checkout notes. Some apps over-attribute conversions to wishlists when customers purchase unrelated items during reminder campaigns.

Security, Data Ownership, and Privacy

Data ownership and backups

Neither app’s public summary details data export policies or GDPR compliance. For merchants operating across regions, the ability to export wishlist data and honor privacy requests is important. API access (as Smart Wishlist offers) can make it easier to back up and own data.

Email deliverability and compliance

My Wishlist’s built-in reminder emails depend on deliverability. Merchants should confirm whether the app sends emails through customer domains, whether authentication (SPF/DKIM) is configurable, and how unsubscribes are handled. Smart Wishlist’s SendGrid integration may offer clearer control over deliverability; merchants using their own ESP will prefer apps that hand off sending to the merchant's ESP.

Theme Safety and Uninstall Behavior

Smart Wishlist claims a lightweight payload that doesn't break themes upon uninstall. This is important: a messy uninstall that leaves orphaned code can slow page speed or cause functional regressions.

My Wishlist does not make a public claim about theme cleanup. Merchants should test uninstalls on a staging environment and, if necessary, request cleanup instructions or developer support.

Use Cases and Decision Framework

Below are practical decision scenarios to help merchants choose:

• For small merchants prioritizing a clean, low-friction on-site wishlist experience with guest saves and broad placement across product and collection pages, Smart Wishlist is likely a better fit due to its UX focus and API support.
• For merchants that want a budget-friendly wishlist that emphasizes automated email reminders and built-in revenue reporting, My Wishlist could be suitable—provided the store verifies the quality of reporting and email deliverability.
• For merchants who already use an ESP and analytics stack and need wishlist events to feed into those systems, Smart Wishlist’s APIs make integration simpler.
• For merchants planning to scale retention efforts beyond wishlists (loyalty, referrals, reviews), investing time in single-purpose wishlist apps could increase long-term costs and complexity. Consolidated platforms should be considered.

Pros and Cons Summary

Smart Wishlist (Webmarked)

Pros:

• One-click saving with guest support reduces friction.
• Buttons available on product, collection, search, and cart pages increase capture opportunities.
• REST and JS APIs provide integration flexibility.
• Lightweight payload with claims of safe uninstallation reduces theme risk.

Cons:

• Moderate rating (3.6) across 81 reviews indicates mixed merchant experiences.
• Limited explicit reporting features publicly listed.
• Integrations appear limited to SendGrid and ShareThis in public materials.

My Wishlist (Hubify Apps)

Pros:

• Lower starting price at $3.99/month.
• Built-in wishlist and product reports and revenue reporting.
• Unlimited reminder emails as part of the standard plan.

Cons:

• Only a single public review makes reliability and support difficult to assess.
• No public listing of integrations or APIs.
• Less clarity on guest-saving behavior and theme impact.

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

The problem of app fatigue

As stores grow, the tendency is to add point solutions for each function: a wishlist app, a loyalty app, a referral app, a review app, and maybe a pop-up or two. That creates an increasingly complex app stack with several downsides:

• Increased monthly recurring costs.
• Multiple vendor relationships and support channels.
• Fragmented customer data across dashboards.
• Integration and theme conflicts that require developer time.
• Difficulty measuring combined impact of retention tactics on lifetime value.

App fatigue is not only financial; it is operational. Every extra app introduces a failure mode—scripts that slow pages, webhooks that break, or updates that collide.

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

Growave positions itself as a retention platform that consolidates wishlists, loyalty and rewards, referrals, reviews & UGC, and VIP tiers into a single suite. That consolidation aims to lower the total cost of ownership and make retention tactics easier to run, analyze, and optimize.

For merchants evaluating whether to add another single-purpose wishlist app, consolidating those functions into one platform can:

• Reduce billing complexity and the number of support tickets across vendors.
• Keep all customer engagement data in a single place, simplifying analysis of campaigns.
• Enable coordinated campaigns (e.g., rewarding customers for leaving product reviews, referring friends, or using wishlists) that single apps cannot easily orchestrate across vendors.

Merchants interested in evaluating how consolidation looks in practice can install Growave by choosing to install Growave from the Shopify App Store. The app page shows feature highlights and social proof that can help merchants understand fit.

How Growave replaces multiple single-purpose apps

Growave includes wishlist functionality alongside these adjacent retention tools:

• Loyalty and rewards programs that incentivize repeat purchases and actions.
• Referral campaigns that turn customers into advocates.
• Reviews & UGC tools to collect and showcase authentic social proof.

Merchants can evaluate these features without committing to multiple vendors, and can see how wishlist behavior ties into loyalty and referral outcomes. For an overview of pricing and plan tiers that support stores from small merchants to enterprise customers, merchants should review how to consolidate retention features.

Feature parity and expansion

When comparing a consolidated platform to single-purpose apps, consider these points:

• Basic wishlist behavior (saving, sharing) is a common feature. A consolidated platform aims to match those behaviors while also enabling cross-program interactions—such as awarding points when a customer adds a product to a wishlist, or triggering a reminder email that also offers a loyalty discount.
• Reporting becomes cross-functional. Instead of separate reports for wishlist saves and loyalty redemptions, consolidated platforms show how wishlists affect repeat purchases and lifetime value.
• Integrations are centralized. Growave integrates with common commerce and communication tools, reducing the need to wire each new app to the merchant’s ESP or helpdesk.

For merchants who want to see concrete case studies and inspiration from stores that have consolidated retention tools, a useful resource is customer stories from brands scaling retention. These examples illustrate real-world outcomes of running loyalty, reviews, and wishlists together.

Technical and support advantages

A single platform reduces theme and script surface area, lowering the risk of conflicts. Growave supports advanced needs—Shopify Plus capabilities, multi-language stores, and integrations with platforms such as Klaviyo, Omnisend, Recharge, and Gorgias—making it suitable for stores that expect to scale.

For teams that require enterprise-level support or dedicated launch guidance, Growave’s Plus plan provides a customer success manager and a dedicated launch plan. For a full view of these options and to compare whether consolidating saves money compared to multiple apps, merchants should examine options to consolidate retention features.

How Growave’s wishlist complements loyalty and reviews

Two concrete ways Growave drives more value than a standalone wishlist:

• Rewarding wishlist behavior: Wishlist saves are signals of purchase intent. In a consolidated platform, wishlist saves can trigger loyalty points or targeted referral incentives, increasing the chances a save converts into a purchase and boosting LTV.
• Turning saved items into social proof: When a wishlist item leads to a purchase and a review, the platform can close the loop—encouraging reviewers and rewarding them with points, amplifying trust signals for future buyers. For merchants focused on social proof, solutions that help collect and showcase authentic reviews are a differentiator.

Cost-benefit framing

A single monthly fee for a platform that combines wishlist, loyalty, reviews, and referrals can present better value for money than several single-purpose subscriptions as the business grows. That is because the incremental value of cross-feature campaigns often outpaces the marginal cost of a suite.

Merchants in early stages can start with lower tiers and upgrade as order volume and complexity grow. For a side-by-side view of plans and which tier is appropriate for a given order volume, merchants can review the Growave pricing options that outline what the platform includes at each level: consolidate retention features.

Try before committing

Growave provides multiple ways to evaluate the platform:

• A free trial or free plan can let merchants test core features without paying.
• A demo can illustrate how wishlist behavior connects to loyalty and referrals in a merchant’s specific context.

Book a personalized demo to see how an integrated retention stack improves retention. (Book a demo)

Choosing Between the Two: Decision Checklist

Use this checklist to decide whether Smart Wishlist, My Wishlist, or a consolidated retention platform is the right choice.

• If the priority is on-site UX, guest saves, and integration flexibility:
  • Favor Smart Wishlist for its guest support and API availability.
• If the priority is low monthly cost with built-in reminder emails and explicit revenue reporting:
  • Evaluate My Wishlist, but validate reporting and deliverability.
• If the merchant plans to run loyalty, referrals, or reviews alongside wishlists:
  • Consider consolidating into a single platform to reduce app count, unify data, and enable cross-program campaigns. Review how a unified platform presents pricing and features to determine the best value for money: consolidate retention features.
• If the merchant uses enterprise features (Shopify Plus) or needs advanced integrations:
  • Look for a platform that explicitly supports Plus-level features and deep integrations. Solutions exist that are built for scaling brands and offer guided onboarding and dedicated support: solutions for high-growth Plus brands.

Final Comparison Snapshot

• Best for speed and minimal theme impact: Smart Wishlist.
• Best for email-driven reminder workflows and in-app revenue reporting (assuming reports are robust): My Wishlist.
• Best for long-term retention, reduced tool sprawl, and coordinated loyalty/referral strategies: Growave’s integrated platform.

Conclusion

For merchants choosing between Smart Wishlist and My Wishlist, the decision comes down to specific needs: Smart Wishlist is best for stores that want a lightweight, no-code wishlist with guest saving and API flexibility, while My Wishlist promises simple, low-cost email-driven reminders and reporting but lacks public feedback volume. Both have clear strengths, but each is a single-purpose tool that may require additional apps to run a full retention program.

Many stores find the faster path to sustainable growth is to consolidate retention tools. Growave’s "More Growth, Less Stack" approach combines wishlist, loyalty, referrals, and reviews into one platform to reduce monthly tool sprawl, centralize customer engagement data, and enable coordinated campaigns that increase customer lifetime value. Merchants who want to evaluate an integrated option can review plans and testing options to compare total cost and capabilities: consolidate retention features. For an immediate trial of how consolidation works, merchants can also install Growave from the Shopify App Store.

Ready to cut down on app maintenance and grow retention from one dashboard? Start a 14-day free trial to see how a unified retention stack accelerates growth. (consolidate retention features)

FAQ

How do Smart Wishlist and My Wishlist compare on guest saving and account requirements?

Smart Wishlist explicitly supports guest saves and positions one-click saving as a feature, reducing friction for first-time shoppers. My Wishlist’s documentation does not clearly state guest-saving capability; merchants should verify whether accounts are required, as that will affect save rates and cross-device continuity.

Which app provides better reporting for wishlist-driven revenue?

My Wishlist advertises wishlist and product reports and revenue reporting as core features. Smart Wishlist does not publicize detailed built-in reports but exposes APIs that allow merchants to extract wishlist events for custom reporting. Merchants who depend on out-of-the-box revenue attribution should validate My Wishlist’s reporting accuracy; those who want integrated analytics across multiple tools may prefer API-driven exports.

How important are integrations and APIs for wishlist apps?

Integrations and APIs are crucial for tying wishlist behavior into the broader marketing stack (ESP, CRM, analytics). Smart Wishlist lists JavaScript and REST APIs and has SendGrid integration, which supports integration into existing workflows. My Wishlist appears to be more self-contained; merchants with sophisticated marketing stacks will likely prefer a wishlist with clear integration options.

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

An integrated platform reduces the number of vendors, centralizes customer data, and allows combined campaigns (e.g., rewarding wishlist saves, converting wishlist reminders with loyalty offers, or generating reviews from wishlist-driven purchases). While single-purpose apps can be cheaper initially, they can increase operational complexity and hidden costs as a store scales. For merchants focused on long-term retention and streamlined operations, consolidating tools can offer better value for money and simpler execution. For examples of how brands use a consolidated approach, see customer stories from brands scaling retention.