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

Introduction

Choosing the right wishlist app is a small decision with outsized consequences for retention, conversion, and site performance. Store owners often weigh ease of setup against features like guest saving, notifications, and integrations—while watching how each app impacts page speed and theme stability.

Short answer: Smart Wishlist is a focused, lightweight wishlist suited to merchants who want a fast, no-friction save-for-later experience with minimal setup, while Wishlist Mojo aims to deliver more features (notifications, analytics tiers) but shows far less social proof and polish. For merchants who want a single, high-value integration covering loyalty, referrals, reviews, and wishlists, an all-in-one platform can be a better value for money than stitching together multiple boutique apps.

This article provides a feature-by-feature, objective comparison of Smart Wishlist (Webmarked) and Wishlist Mojo (Shopmojo.app). It examines core features, setup and UX, pricing and value, integrations, reliability, use cases, and migration considerations. The goal is to help merchants choose the right tool for their priorities and to show where a consolidated retention platform can eliminate app fatigue.

Smart Wishlist vs. Wishlist Mojo: At a Glance

Deep Dive Comparison

Product Positioning and Target Merchant

Smart Wishlist (Webmarked)

Smart Wishlist positions itself as a simple, fast wishlist solution emphasizing one-click saving and guest access. The pitch appeals to merchants who want the customer-facing wishlist experience with minimal development overhead. The feature set is intentionally focused: save buttons on product and collection pages, shareable lists, guest and logged-in support, and APIs for advanced use.

Strengths of this positioning:

• Reduces friction for shoppers (one-click saving, no login required).
• Appeals to stores that prioritize speed and theme safety.
• Low barrier to entry with a single low-cost plan.

Wishlist Mojo (Shopmojo.app)

Wishlist Mojo pitches itself as a more feature-rich wishlist with tiered plans that unlock analytics, export capabilities, and proactive notifications (price change, back in stock). The app appears aimed at merchants willing to trade some simplicity for extra features that can drive re-engagement.

Strengths of this positioning:

• Offers a broader mix of tools across plans (analytics, notifications).
• Free plan lowers adoption friction for smaller stores.
• Item limits scaled by plan enable larger catalogs on higher plans.

Feature Comparison

Below are the most relevant wishlist features merchants evaluate when choosing between a focused or feature-rich app.

Core Wishlist Actions

• Smart Wishlist: One-click save-from-product/collection/search/cart pages; shareable lists; unlimited lists; guest & logged-in users. Designed for speed and minimal UI friction.
• Wishlist Mojo: One-click saves; wishlist page for revisiting items; social sharing; guest lists on paid tiers. Also provides a count badge on product listings (paid tier).

Interpretation: Both apps cover basic wishlist functionality, but Smart Wishlist emphasizes minimalist, cross-page placement and guest access by default. Wishlist Mojo offers comparable basics but gates certain conveniences to paid tiers.

Notifications and Re-Engagement

• Smart Wishlist: No native notification features listed in the product description beyond APIs for advanced implementations.
• Wishlist Mojo: Email notifications for low stock, price change, and back-in-stock are available on higher tiers (Gold and Platinum).

Interpretation: Merchants who rely on wishlist-triggered notifications to recover sales will find Wishlist Mojo’s higher tiers attractive. Smart Wishlist would require custom integrations to achieve similar behavior via APIs and external tools.

Analytics and Reporting

• Smart Wishlist: No built-in analytics listed other than APIs for custom reporting.
• Wishlist Mojo: Usage analytics and charts on the free tier; data exports available on Silver and above.

Interpretation: Wishlist Mojo gives merchants basic out-of-the-box visibility into wishlist behavior, which can be valuable when measuring product interest and stock priorities. Smart Wishlist assumes merchants will use external analytics if needed.

Sharing and Social

• Smart Wishlist: Shareable lists; integrates with ShareThis for easy social sharing.
• Wishlist Mojo: Share wishlist on social media included in free plan.

Interpretation: Both support social sharing. Smart Wishlist’s ShareThis integration may be more flexible for sites that already use that tool.

Guest vs. Account-Based Wishlists

• Smart Wishlist: Explicitly supports both guests and logged-in users; emphasizes one-click, even without login.
• Wishlist Mojo: Guest wishlists are a paid feature (Silver tier and up).

Interpretation: Smart Wishlist provides better out-of-the-box guest experiences without forcing merchants to pay for unlocked functionality.

Internationalization and Multi-Language

• Smart Wishlist: No explicit mention of multi-language support in product description.
• Wishlist Mojo: No explicit mention.

Interpretation: Merchants with multi-language stores should verify language handling for both apps, especially around UI text and email notification localization. Larger retention suites or apps geared toward Plus merchants often offer clearer multi-language support.

Setup, UX, and Theme Safety

Installation and Configuration

• Smart Wishlist: Advertised as “super-easy to setup” with no coding required and a lightweight payload. Also claims not to break themes on uninstall.
• Wishlist Mojo: Offers a free plan with basic setup; additional configuration likely required for analytics, badges, and notifications.

Interpretation: Smart Wishlist focuses on easy installation and minimal risk. For merchants who lack developer capacity, simpler setup reduces time-to-value. Wishlist Mojo may need more configuration, especially for enabling and customizing notifications or analytics.

On-Site Experience for Shoppers

• Smart Wishlist: One-click behavior without login reduces friction and encourages saving items quickly.
• Wishlist Mojo: Provides a wishlist page, count badge (on paid tiers), and social sharing, which can create a more full-featured experience if fully enabled.

Interpretation: If the priority is immediate saving and conversion (reduce abandonment, capture interest), Smart Wishlist’s low-friction UX likely performs well. If the priority is a richer wishlist hub with badges and notifications, Wishlist Mojo can provide that at higher tiers.

Performance and Payload

• Smart Wishlist: Markets itself as lightweight to avoid slowdowns and theme conflicts.
• Wishlist Mojo: No explicit performance claims; more feature-heavy apps can introduce larger scripts.

Interpretation: Scripts that add functionality across product, collection, search, and cart pages increase the risk of page weight and potential CLS or LCP impacts. Merchants should measure frontend performance after installation; Smart Wishlist’s emphasis on lightweight design is a plus for speed-sensitive shops.

Pricing and Value for Money

Pricing is a major consideration in choosing a wishlist app—especially for small stores.

Smart Wishlist Pricing

• Standard Plan: $4.99 / month (single plan listed)
• Value proposition: Low monthly cost with unlimited wishlists and guest support. Simplicity is the core value.

Wishlist Mojo Pricing

• Free Plan: Free (1,000 wishlist items, analytics/charts, social sharing, white label)
• Silver: $4.95 / month (10,000 items, Google Analytics, count badge, guest wishlists, data exports)
• Gold: $8.95 / month (30,000 items + email notifications)
• Platinum: $19.95 / month (100,000 items)

Interpretation:

• Entry pricing: Both apps are affordable at the low end. Wishlist Mojo’s free plan makes it attractive for testing with up to 1,000 items.
• Feature gating: Wishlist Mojo places crucial features (guest wishlists, exports, notifications) behind paid tiers—so merchants may pay more as needs grow.
• Value balance: Smart Wishlist’s single low-cost plan may offer better value for money when the merchant primarily needs reliable wishlist capabilities and guest saving without additional bells and whistles.

Merchant guidance: Consider realistic catalog size and expected wishlist volume. If analytics, exports, and notifications are essential, Wishlist Mojo’s mid-tier pricing is reasonable. If the goal is simple wishlists with minimal management, Smart Wishlist offers a straightforward value proposition.

Integrations and Extensibility

Smart Wishlist

• Explicit integrations: SendGrid, ShareThis.
• APIs: JavaScript and REST APIs for advanced requirements. Good for custom event tracking or deeper platform integrations.

Wishlist Mojo

• Explicit integrations: Google Analytics.
• Additional: Notifications imply email workflows, which may require external email providers for deliverability.

Interpretation: Smart Wishlist exposes APIs that allow developers or merchants to plug wishlist events into email platforms, analytics, or CDPs. Wishlist Mojo offers basic analytics integration and built-in notifications (on higher tiers), which reduces the need for external wiring but may be less flexible.

Recommended approach: Merchants already using a stack like Klaviyo or Omnisend should validate whether wishlist events can be captured and acted upon via the app’s APIs or native integrations before selecting an app.

Support, Reliability, and Social Proof

Ratings and Reviews

• Smart Wishlist: 81 reviews with a 3.6 rating.
• Wishlist Mojo: 1 review with a 1.0 rating.
• Growave (for context): 1,197 reviews with a 4.8 rating (included here as context for alternative solutions).

Interpretation:

• Smart Wishlist has a moderate volume of reviews and a middling rating, which suggests a mix of positive experiences and areas where merchants expected more.
• Wishlist Mojo’s low review count and 1.0 rating provide minimal social proof and a signal to proceed with caution—one harsh review can dramatically skew perception for small-sample apps.
• Support expectations: Merchants should evaluate response times, developer activity, and changelog transparency. Apps with higher review counts typically provide more confidence in ongoing compatibility and support.

Theme Safety and Uninstallation

• Smart Wishlist: Claims “lightweight payload” and that uninstallation won’t break the theme.
• Wishlist Mojo: No specific claim provided.

Interpretation: Theme safety claims are important for merchants without developer teams. Ensure the app offers clear uninstall instructions and a backup plan to restore any modified theme files if necessary.

Security, Data Ownership, and Privacy

Both apps sit in the wishlist category, which requires safe handling of customer identifiers and wishlisted items.

Considerations for merchants:

• Data portability: Ability to export wishlist data (Wishlist Mojo provides exports on Silver and higher).
• Email and notification consent: For apps that send emails, ensure opt-in/opt-out and unsubscribe handling are compliant with regulations (GDPR, CAN-SPAM).
• Third-party services: If the app uses SendGrid, Google Analytics, or others, check data flow and retention.

Recommendation: Request the vendor’s data processing addendum and ask how customer identifiers and wishlist contents are stored, encrypted, and exported upon request.

Use Cases and Merchant Recommendations

Below are common merchant profiles and which app fits better by priority.

Fast-Moving Product Merchants Prioritizing Speed

Recommended: Smart Wishlist Rationale: Lightweight scripts, one-click saves, and minimal setup reduce friction and potential performance impact.

Stores That Rely on Wishlist-Triggered Emails

Recommended: Wishlist Mojo (Gold/Platinum) or an integrated retention platform Rationale: Built-in notifications for price changes and back-in-stock events mean fewer integrations. However, merchants should consider deliverability and email customization limits.

Merchants Needing Analytics and Exports Without Heavy Cost

Recommended: Wishlist Mojo (Silver) for entry analytics; Smart Wishlist with custom API integrations for more control. Rationale: Wishlist Mojo’s free tier gives basic charts; Silver adds exports and Google Analytics support.

Stores That Want Minimal App Footprint and Theme Safety

Recommended: Smart Wishlist Rationale: Explicit focus on lightweight payload and safe uninstall behavior.

Brands That Want a Single Retention Stack (Wishlist + Loyalty + Reviews)

Recommended: An all-in-one platform (see below) Rationale: Adding multiple single-purpose apps creates maintenance overhead, performance risks, and fragmented customer data. An integrated tool consolidates loyalty, referrals, and wishlists in a unified UI.

Migration, Data Portability, and Uninstall Considerations

When switching wishlist providers or removing a wishlist app, merchants should plan for:

• Exporting wishlist data: Wishlist Mojo provides exports on paid tiers; Smart Wishlist recommends APIs for advanced exports. Confirm capabilities before uninstalling.
• Theme cleanup: Ensure the app supplies uninstall scripts or manual step guides to remove injected snippets.
• Email and automation continuity: If wishlist events trigger emails, map existing automations to the new event schema to avoid gaps.

Recommendation: Before uninstalling, request a full data export and test the import process into the new platform or the store’s email provider.

Costs Beyond Monthly Fees

Hidden costs merchants sometimes overlook:

• Developer time for custom integrations or UI tweaks.
• Performance impacts that reduce conversion and may require optimization.
• Upgrade paths as wishlist volume grows (Wishlist Mojo item limits vs. Smart Wishlist’s unlimited lists).
• App maintenance and monitoring overhead (especially when using multiple single-purpose apps).

Interpretation: A low monthly fee can still end up costing more in cumulative maintenance and performance impact than a consolidated solution.

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

Why App Fatigue Happens

App fatigue emerges when merchants accumulate many specialized apps to cover different retention needs: a wishlist app, a loyalty program, a reviews tool, a referral engine, and a VIP tiers manager. Over time, this approach introduces:

• Fragmented customer data across vendors.
• Multiple billing lines and admin interfaces.
• Increased risk of script collisions and page weight.
• Greater maintenance for theme updates, API changes, and support tickets.

The net effect is eroded LTV and more time spent on tool management than on growth.

The “More Growth, Less Stack” Approach

A single, integrated retention platform reduces overhead by combining loyalty, referrals, reviews, wishlists, and VIP tiers in one suite. That approach centralizes customer engagement strategies and preserves a coherent customer profile that can be acted upon from one dashboard.

Key benefits of consolidation:

• Unified customer points, behaviors, and rewards.
• Fewer scripts on storefront pages, improving performance.
• Centralized reporting across loyalty, reviews, and wishlists.
• Easier experimentation and campaign orchestration.

For merchants evaluating alternatives, it’s worth assessing whether the incremental value of each single-purpose app justifies the operational cost.

Growave as an Integrated Alternative

Growave is positioned as a flexible retention platform that combines multiple retention features into a single suite. It includes loyalty programs, referrals, reviews & UGC, wishlists, and VIP tiers—aimed at merchants that prefer a consolidated approach.

Relevant points for merchants to evaluate:

• Feature breadth: Loyalty and rewards, referrals, wishlist functionality, review solicitation and display, and VIP tiers are all available from one provider.
• Integration ecosystem: The platform supports popular tools and flows used by larger merchants.
• Scale and support tiers: Plans cater to entry-level merchants and Shopify Plus stores with dedicated support options.

For merchants who want to see the platform in action, it is useful to book a personalized demo to discuss specific workflows and migration steps.

How an Integrated Suite Fixes Wishlist Limitations

• Notifications and automation: Wishlist signals can automatically feed into loyalty points or email flows without stitching APIs.
• Better cross-channel personalization: Wishlist behavior can be used to trigger targeted referral or VIP campaigns.
• Centralized analytics: Instead of several small dashboards, merchants get a holistic view of engagement and LTV impact.

Merchants that want to consolidate should explore packaging options and compare the combined monthly spend of single-purpose apps against a single plan that covers multiple retention needs. Consolidation often yields better long-term ROI and fewer integration headaches—see how consolidation could work for your store by reviewing how to consolidate retention features.

Integration Notes and Ecosystem Support

An integrated platform’s usefulness depends on its ability to play nicely with existing stacks. Growave integrates with checkout flows, customer accounts, Shopify Flow, and major marketing and support apps. That connectivity reduces custom engineering needs and enables richer automations across loyalty, wishlist events, reviews, and referrals.

To evaluate integration fit, merchants can:

• Confirm support for key partners (email platforms, customer service tools, headless setups).
• Review examples of enterprise deployments or solutions for high-growth Plus brands if on a Plus plan.
• Inspect the pre-built automations and how wishlist events feed into loyalty or review prompts.

For merchants interested in social proof workflows, integrated review capture complements wishlist signals—see options to collect and showcase authentic reviews for details about review collection and display.

Pricing Comparison and Consolidation Math

Rather than adding separate wishlist fees, consider the combined cost of:

• A wishlist app ($0–$20/month depending on features and scale).
• A loyalty app ($X–$Y/month).
• A referral / VIP tiers tool ($Y–$Z/month).
• A reviews/U CG tool ($A–$B/month).

Growing stores often find that consolidating these into a single subscription simplifies forecasting and yields greater feature parity. For merchants evaluating consolidation, review pricing to compare the total monthly spend and test the platform via trial. Detailed plan features and limits can be reviewed to consolidate retention features.

Book a personalized demo to see how an integrated stack improves retention and reduces maintenance overhead: book a personalized demo.

Practical Migration Steps When Consolidating

• Map existing automations and events (wishlist saves, notification emails, loyalty triggers).
• Export wishlist and customer data from current apps (confirm export capability).
• Test import and event-mapping in a staging environment.
• Pause outgoing emails from legacy apps to avoid duplicate sends.
• Monitor frontend performance and remove legacy script snippets after cutover.

Merchants who prefer hands-on support should review resources and customer stories from brands scaling retention to see practical examples and recommended migration timelines.

Recommendations: Which App Is Best For Which Merchant

• Best for Simple, Fast Wishlist with Minimal Setup: Smart Wishlist (Webmarked)
  • Rationale: Low fee, guest wishlist support, lightweight payload, and one-click saves minimize friction and performance risk.
• Best for Analytics and Notification-Driven Re-Engagement on a Budget: Wishlist Mojo (Shopmojo.app), paid tiers
  • Rationale: Entry-level free plan is attractive for testing; paid tiers add analytics, exports, badges, and email notifications at modest cost.
• Best for Growing Brands That Want to Reduce App Sprawl: Consider an integrated retention suite
  • Rationale: Consolidating wishlist, loyalty, referrals, and reviews saves admin time, reduces performance risk, and centralizes customer data.

Conclusion

For merchants choosing between Smart Wishlist and Wishlist Mojo, the decision comes down to priorities: Smart Wishlist emphasizes speed, simplicity, and guest-friendly one-click saves at a predictable low monthly fee, while Wishlist Mojo provides a tiered feature set—analytics, exports, and wishlist-triggered notifications—that becomes more valuable as wishlist volume and re-engagement needs grow. Smart Wishlist is better suited to merchants focused on minimal setup and performance; Wishlist Mojo appeals to shops that need built-in notifications and reporting without building custom integrations.

Beyond the two single-purpose options, there is a strategic alternative: move from many single-point apps to an integrated retention platform that centralizes wishlists, loyalty, referrals, and reviews. This reduces tool sprawl, consolidates customer data, and enables coordinated campaigns that boost repeat purchases and lifetime value. Merchants who want to explore a consolidated approach and compare pricing and plans for a multi-feature retention stack can evaluate how to consolidate retention features or install the integrated retention suite to see whether moving to a unified solution delivers better value for money.

Start a 14-day free trial to test how a unified retention stack reduces maintenance and accelerates growth: consolidate retention features.

FAQ

How does Smart Wishlist compare to Wishlist Mojo in setup and theme safety?

Smart Wishlist emphasizes simple installation with a lightweight payload and explicit claims about safe uninstall behavior. Wishlist Mojo provides more features but requires configuring tiers and enabling notifications, which can mean more theme touches. Merchants without developer support may prefer Smart Wishlist for lower risk; stores needing richer functionality should validate uninstall instructions and backup theme files.

Which app is better for wishlist-triggered emails and stock alerts?

Wishlist Mojo includes email notifications (low stock, price change, back in stock) on higher tiers, making it the more straightforward option for wishlist-triggered re-engagement. Smart Wishlist would require integration through its APIs and an external email provider to achieve similar automated alerts.

If a store is growing, is it better to upgrade Wishlist Mojo plans or move to Growave?

For stores that need more than wishlist functionality—loyalty, referrals, reviews, and VIP tiers—a single consolidated platform often provides better value and fewer integration headaches than upgrading multiple single-purpose apps. Merchants can compare the combined cost and admin overhead of separate apps against a unified plan by reviewing how to consolidate retention features.

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

An all-in-one platform reduces the number of scripts on the storefront, centralizes customer data, and streamlines campaign orchestration across loyalty, wishlists, reviews, and referrals. While specialized apps can offer deeper functionality in a single area, the operational and performance costs of managing many apps can outweigh those domain-specific gains for many merchants. Merchants interested in seeing how integrated loyalty and wishlist logic performs in practice can learn about loyalty and rewards that drive repeat purchases and how to collect and showcase authentic reviews.