Swish (formerly Wishlist King) vs. CP24 Advanced Wishlist

Introduction

Navigating the Shopify App Store to find the right tools for growth can be a significant challenge for merchants. Each app promises distinct advantages, but the cumulative effect of specialized tools can sometimes lead to an unmanageable tech stack, data silos, and a fragmented customer experience. Choosing a single-function app, like a wishlist solution, requires careful consideration of features, integration capabilities, and long-term value.

Short answer: Swish (formerly Wishlist King) offers a robust, feature-rich wishlist experience with strong integration capabilities and a focus on detailed analytics for established brands. CP24 Advanced Wishlist provides a budget-friendly option with unique web push notification features, ideal for stores prioritizing direct re-engagement. While both fulfill the core wishlist function, the broader strategic benefits of an integrated platform often mitigate the overhead associated with managing multiple single-purpose applications. The choice between these two will largely depend on a store's specific operational scale, budget, and desired engagement channels.

This article provides an objective, feature-by-feature comparison of Swish (formerly Wishlist King) and CP24 Advanced Wishlist. The goal is to help merchants understand each app's strengths, potential limitations, and ideal use cases, facilitating an informed decision that aligns with their business objectives for customer retention and revenue generation.

Swish (formerly Wishlist King) vs. CP24 Advanced Wishlist: At a Glance

Deep Dive Comparison

Core Features and Workflows

Wishlists serve as a crucial touchpoint in the customer journey, allowing shoppers to save items for later, signal intent, and streamline future purchases. Both Swish (formerly Wishlist King) and CP24 Advanced Wishlist provide fundamental wishlist capabilities, but their approaches to enhancing this core function differ.

Swish, recently rebranded from Wishlist King, positions itself as a robust solution for driving customer engagement. It offers a comprehensive set of features designed to make wishlisting a seamless part of the shopping experience. Merchants can allow customers to add items to their wishlist at any point, whether they are logged in or browsing as a guest (though guest wishlist is not explicitly listed in Swish's features, it's a common expectation for a "feature-rich" app). A key aspect is the automation of highly personalized wishlist notifications, which proactively reminds customers about their saved items, potentially converting intent into sales. This proactive re-engagement is critical for merchants focused on driving repeat purchases and enhancing customer lifetime value.

CP24 Advanced Wishlist emphasizes flexibility and direct re-engagement, particularly through web push notifications. It offers both guest wishlist functionality and the ability for customers to create multiple wishlists, which can be particularly useful for shoppers organizing items for different occasions or recipients. The app supports syncing wishlists across all devices, ensuring a consistent experience regardless of how a customer accesses the store. A standout feature is its ability to send automated notifications for price drops and low stock on wishlisted items directly via web push, alongside general wishlist reminders. This direct communication channel can be highly effective in prompting immediate action from high-intent customers.

Customization and Control

The ability to seamlessly integrate a wishlist into a store's existing aesthetic and workflow is paramount. Both applications recognize this need, but they offer different levels of support and flexibility.

Swish prides itself on full customizability. The developer explicitly offers an entirely free setup and customization service across all its plans. This ensures that the wishlist integrates perfectly with any Shopify theme, matching the store's aesthetic and branding without requiring the merchant to delve into code or design work. This service can be a significant advantage, especially for merchants who lack technical expertise or prefer to focus on other aspects of their business. The commitment to visual consistency and seamless functionality reflects an understanding of the importance of a polished user experience, which contributes to increased customer satisfaction and reduces friction in the buying process.

CP24 Advanced Wishlist also highlights its responsive design and fully customizable configuration, ensuring compatibility across all devices. A notable feature is its "full manageable front-store text," which means merchants can translate all user-facing text to support non-English languages. This capability is invaluable for internationalizing an ecommerce store and catering to a diverse customer base, allowing merchants to present a fully localized experience. While CP24 offers extensive configuration options, it does not specify a free setup service, implying that merchants will handle the customization themselves.

Pricing Structure and Value for Money

Analyzing the pricing models reveals distinct philosophies on how each app delivers value. Merchants must consider their store's current scale, growth trajectory, and budget when evaluating the total cost of ownership for each solution. When comparing plan fit against retention goals, merchants should look beyond the monthly fee to the features included and how they align with strategic outcomes.

Swish offers a tiered pricing model based on the merchant's Shopify plan:

• Basic Shopify ($19/month): Includes all features, free setup, unlimited wishlists and saved items, and unlimited sessions.
• Shopify ($29/month): Same comprehensive feature set for stores on the Shopify Plan.
• Advanced Shopify ($49/month): Continues with all features for Advanced Shopify Plan users.
• Shopify Plus ($99/month): Adds exclusive benefits like free white-glove onboarding, priority support, a dedicated account manager, and support for Hydrogen & headless stacks.

Swish's pricing strategy provides unlimited usage across its paid plans, meaning merchants do not face limits on the number of wishlists, saved items, or customer sessions. This predictable cost structure can offer significant value to growing stores with increasing customer engagement, as usage scales without additional charges. The free setup service across all plans further enhances its value proposition by reducing implementation effort and ensuring optimal integration. For merchants seeking a clearer view of total retention-stack costs, Swish offers a straightforward approach within its specialized niche.

CP24 Advanced Wishlist adopts a usage-based tiered model, starting with a free plan and scaling up based on wishlist items and push impressions:

• FREE: Includes share wishlist, metrics dashboard, visitor/guest wishlist, welcome & push campaign, up to 100 wishlist items/month, and up to 100 push impressions/month.
• BASIC ($2.99/month): All free plan features plus detailed reports, multiple wishlists, price drop & low stock reminders, up to 2,000 wishlist items/month, and up to 10,000 push impressions/month.
• PROFESSIONAL ($9.99/month): All features from free & basic plans, up to 10,000 wishlist items/month, 50,000 push impressions/month, and unlimited sessions.
• ENTERPRISE ($19.99/month): All features from previous plans, up to 25,000 wishlist items/month, 100,000 push impressions/month, and unlimited sessions.

CP24's free plan is an attractive entry point for new or very small stores looking to test wishlist functionality and web push without an upfront investment. Its low-cost paid plans provide good value for merchants with moderate usage, particularly those who want to leverage web push marketing as a primary re-engagement channel. The tiered limits mean that costs will scale with customer activity, which can be an advantage for stores managing a tight budget and predicting growth. However, for high-volume stores, the limits on wishlist items and push impressions could become a constraint, requiring careful monitoring to avoid overage or plan upgrades. Merchants focused on evaluating feature coverage across plans might find CP24's usage-based tiers require more active management.

Integrations and "Works With" Fit

The effectiveness of any Shopify app is significantly enhanced by its ability to integrate with other tools in a merchant's tech stack. Seamless data flow and coordinated functionality can amplify the impact of individual applications.

Swish demonstrates a strong focus on integration, clearly listing several key "Works With" partnerships:

• Checkout: Ensures the wishlist experience aligns with the checkout process.
• Hydrogen & headless stacks: Critical for modern, high-performance Shopify Plus stores that use headless commerce architectures. This indicates a sophisticated technical foundation and readiness for enterprise-level deployments.
• Markets: Supports internationalization efforts by working with Shopify Markets.
• Klaviyo, GA4, Meta integrations: These are highly valuable for advanced marketing, analytics, and advertising strategies. Integrating with Klaviyo allows for highly targeted email campaigns based on wishlist activity, GA4 integration provides deeper insights into customer behavior, and Meta integration can power retargeting ads.
• Customer Accounts, Search, Recommendations: These integrations improve the overall site experience, making wishlists more accessible and relevant within other store functionalities.

Swish's comprehensive integration list suggests it is designed to fit into a complex marketing and sales ecosystem, empowering merchants to leverage wishlist data across multiple channels for deeper insights and more effective customer engagement.

For CP24 Advanced Wishlist, the provided data specifies "Works With" as empty. While the app's description mentions collecting customer & visitor push tokens and engaging them through web push campaigns, it does not explicitly name integrations with external platforms like email service providers, analytics tools, or other marketing software. This might imply that its integration capabilities are primarily focused on its internal push notification system and core Shopify platform functionalities. For merchants who rely heavily on a tightly integrated ecosystem for their marketing and customer relationship management, the lack of specified external integrations could be a consideration, prompting them to checking merchant feedback and app-store performance signals to understand real-world usage.

Analytics and Reporting

Data-driven decision-making is essential for optimizing any ecommerce strategy. Both apps offer some form of analytics, though their depth and focus differ.

Swish highlights "meaningful insights with advanced analytics and wishlist curation." This suggests that merchants can gain a deep understanding of what products customers are saving, which items are most popular, and perhaps patterns in how wishlists are built and converted. Advanced analytics typically involve more than just raw numbers; they can include trend analysis, segmentation of wishlist users, and insights into the journey from wishlist to purchase. The "wishlist curation" aspect could imply tools or features to manage or leverage these insights, though specific details are not provided in the data. This focus aligns with Swish's positioning for brands with ambition, where data can inform product assortment, marketing campaigns, and inventory management.

CP24 Advanced Wishlist provides "comprehensive reports & analytics to make better decisions." For its Basic plan and above, it offers "Detailed Reports." The free plan includes a "Metrics Dashboard." Given its focus on web push notifications, these reports likely include metrics related to push campaign performance (e.g., impressions, clicks, conversions from push notifications), as well as general wishlist activity such as items added, items converted, and possibly trends in wishlist creation. The emphasis on "making better decisions" implies that the data is presented in an actionable format, helping merchants understand the impact of their wishlist and push notification strategies.

Customer Support Expectations and Reliability Cues

The quality of customer support and the perceived reliability of an app are often reflected in its review volume and ratings. These serve as important trust signals for prospective merchants.

Swish boasts a significantly higher number of reviews at 272, maintaining a perfect 5-star rating. This substantial volume of positive feedback indicates a high level of merchant satisfaction and a proven track record. A large number of reviews, especially with a top rating, suggests that the app is stable, performs as advertised, and is backed by responsive and effective support. The explicit mention of a free setup and onboarding service across all plans, along with priority support and a dedicated account manager for Shopify Plus customers, reinforces the commitment to customer success. This level of service is a strong indicator of reliability and a proactive approach to ensuring merchants get the most out of the app. Merchants seeing how the app is positioned for Shopify stores would likely find Swish's profile reassuring.

CP24 Advanced Wishlist has 6 reviews, also with a 5-star rating. While a perfect rating is excellent, the much lower review count provides less statistical confidence compared to Swish. It could indicate that the app is newer, has a smaller user base, or has simply received fewer public testimonials. A newer app might be very good, but the limited feedback means less peer validation for features, long-term stability, and consistent support. The app description does not detail specific support tiers or services like dedicated onboarding, which might mean support is primarily ticket-based or standard. Merchants might need to perform more due diligence or try the free plan to gauge support responsiveness for themselves before fully committing, even though the positive, albeit few, reviews are a good sign.

Performance, Compatibility, and Operational Overhead

Ensuring an app functions seamlessly without negatively impacting store performance or creating undue operational burden is crucial for sustainable growth.

Swish explicitly states it "integrates with all themes to seamlessly match your store's aesthetic" and offers a free setup and customization service. This commitment minimizes the risk of compatibility issues and reduces the operational overhead associated with theme conflicts or custom coding. Its support for Hydrogen and headless stacks is a significant advantage for Shopify Plus merchants utilizing advanced front-end architectures. This capability ensures that the wishlist functionality can be deployed in highly customized, performant environments, which is vital for maintaining speed and a fluid user experience on headless storefronts. The app's overall design appears to aim for minimal burden on the merchant, allowing them to implement advanced wishlist features with expert assistance.

CP24 Advanced Wishlist also emphasizes responsive design and full compatibility across all devices, ensuring a consistent user experience on mobile, tablet, and desktop. Its ability to support "all language" through manageable front-store text is a powerful feature for international merchants, reducing the operational overhead of managing multiple language versions of the wishlist. While it states full configurability, the absence of an explicit setup service means merchants might need to invest more time in initial configuration to achieve their desired look and feel. The app's core functionality, including web push, is designed to enhance engagement without requiring extensive external dependencies, potentially simplifying the tech stack for merchants focused primarily on direct notifications. However, for a fully integrated marketing strategy, the merchant might still need additional tools, influencing the overall operational overhead.

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

Merchants often encounter a phenomenon known as "app fatigue," which arises from the proliferation of single-function applications in their tech stack. This can lead to tool sprawl, where numerous apps perform individual tasks but don't communicate effectively. The consequence is fragmented customer data residing in separate systems, inconsistent customer experiences across different touchpoints, increased scaling complexity, and a growing burden of stacked subscription costs. Each new app adds integration overhead, potential performance conflicts, and another vendor relationship to manage.

Recognizing these challenges, a growing number of businesses are adopting integrated platforms that consolidate multiple essential functions into a single, cohesive solution. This "More Growth, Less Stack" philosophy aims to streamline operations, unify customer data, and deliver a more consistent and impactful customer journey. By providing a comprehensive suite of tools, these platforms reduce the need for numerous specialized apps, thereby lowering total cost of ownership and improving efficiency. For merchants seeking a clearer view of total retention-stack costs, this integrated approach provides a strategic advantage.

Growave stands out in this landscape as a flexible retention platform specifically designed to help Shopify merchants build loyalty, increase repeat purchases, and boost customer engagement without the complexity of app sprawl. It integrates several critical modules, including Loyalty and Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers, all within one platform. This unified approach means that customer data and interactions across these functions are centralized, enabling a holistic view of each customer and facilitating more personalized and effective marketing strategies. For instance, implementing loyalty points and rewards designed to lift repeat purchases becomes far more seamless when connected to other customer engagement tools.

For instance, rather than managing a separate wishlist app, a reviews app, and a loyalty program, Growave allows merchants to run all these programs from a single dashboard. This integration means that a customer adding an item to their wishlist can also earn loyalty points for engaging with the store, or be encouraged to leave a review after a purchase—all within a consistent framework. This greatly simplifies the merchant's workflow and enhances the customer's perception of a unified brand experience. Similarly, effective programs for collecting and showcasing authentic customer reviews benefit from being part of a broader customer engagement strategy.

Growave’s capabilities extend to supporting Shopify Plus merchants with enterprise-level features, including multi-language support and integrations with powerful apps like Klaviyo, Omnisend, Gorgias, and Recharge. This means that as businesses scale, the platform can grow with them, supporting advanced storefront requirements and complex operational needs without compromising performance. For larger organizations, having capabilities designed for Shopify Plus scaling needs is not just a feature, but a necessity. By focusing on customer retention through a connected set of tools, Growave helps merchants reduce reliance on costly acquisition strategies and build sustainable, long-term customer relationships.

The advantage of such an integrated platform is evident when considering the collective impact of its modules. A loyalty program with VIP tiers and incentives for high-intent customers can be seamlessly connected to UGC workflows that keep product pages credible. This synergy ensures that every customer interaction contributes to a richer customer profile and more effective engagement campaigns, leading to improved repeat purchase rates and higher customer lifetime value. Furthermore, for advanced stores, ensuring features aligned with enterprise retention requirements means not just a wishlist, but a full suite that functions cohesively.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and CP24 Advanced Wishlist, the decision comes down to a careful assessment of their specific operational scale, budget, and desired customer engagement priorities. Swish, with its strong customizability, comprehensive integrations with major marketing platforms like Klaviyo and Meta, and dedicated setup service, is particularly well-suited for established stores and Shopify Plus merchants who prioritize a polished, integrated marketing ecosystem and advanced analytics. Its predictable, unlimited usage pricing across plans also provides clear value for growing businesses.

On the other hand, CP24 Advanced Wishlist offers an accessible, budget-friendly option, beginning with a free plan and scaling based on usage. Its unique strength lies in integrated web push notifications for price drops and low stock, making it ideal for newer stores or those specifically looking to leverage direct, real-time re-engagement channels. Its multi-language support is also a significant advantage for international merchants. However, its lower review count and less specified external integrations might require more independent validation from merchants. Ultimately, both apps effectively address the core need for wishlist functionality, but they cater to different strategic focuses and budget considerations.

Beyond selecting a single-function tool, merchants are increasingly evaluating the broader strategic benefits of integrated platforms. These solutions, like Growave, aim to overcome the challenges of app fatigue by consolidating critical customer retention functions—such as loyalty programs, reviews, referrals, and wishlists—into one cohesive platform. This approach simplifies data management, ensures a consistent customer experience, and offers selecting plans that reduce stacked tooling costs by replacing multiple specialized apps. By reducing tool sprawl and fostering a unified view of customer interactions, integrated platforms provide a powerful foundation for sustainable growth and enhanced customer lifetime value. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

### What are the key differences between Swish (formerly Wishlist King) and CP24 Advanced Wishlist?

Swish (formerly Wishlist King) offers a highly customizable and feature-rich wishlist solution with a focus on advanced analytics and integrations with major marketing tools like Klaviyo, GA4, and Meta. It provides a free setup service and caters well to established and Shopify Plus stores. CP24 Advanced Wishlist provides essential wishlist features, including guest wishlists and multiple wishlists, with a unique strength in web push notifications for price drops and low stock. It offers a free plan and usage-based pricing, making it more accessible for newer or budget-conscious stores.

### Which app is better for Shopify Plus merchants?

Swish (formerly Wishlist King) is explicitly designed with Shopify Plus merchants in mind, offering a dedicated plan with white-glove onboarding, priority support, a dedicated account manager, and full compatibility with Hydrogen and headless stacks. These features are critical for enterprise-level operations, making Swish a strong contender for Shopify Plus stores requiring robust, scalable, and highly supported wishlist functionality.

### Does either app offer a free plan or trial?

Swish (formerly Wishlist King) does not explicitly mention a free plan, but it provides a free setup and customization service across all its paid plans. CP24 Advanced Wishlist offers a comprehensive free plan, which includes core wishlist features and limited web push impressions, making it an excellent option for merchants to try out the functionality without initial investment.

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

An all-in-one platform like Growave integrates multiple essential e-commerce functions—such as loyalty, reviews, referrals, and wishlists—into a single solution. This contrasts with specialized apps, each performing a single function. The integrated approach helps merchants avoid "app fatigue" by centralizing data, providing a consistent customer experience, reducing software stack complexity, and often offering better value for money by replacing several individual subscriptions. It allows for a more holistic approach to customer retention and engagement, with synergistic benefits between different modules.