Swish (formerly Wishlist King) vs. CP24 Advanced Wishlist

Introduction

Choosing the right wishlist app can feel deceptively simple: the feature set looks similar on paper, but the details determine whether a tool helps increase conversion, reduce churn, and raise lifetime value—or becomes another piece of technical debt. Shopify merchants face a steady stream of single-purpose apps promising incremental lifts. The challenge is choosing one that fits technical constraints, budget, and long-term retention strategy.

Short answer: Swish (formerly Wishlist King) is a polished, full-featured wishlist solution aimed at merchants that want a robust, scalable wishlist with professional onboarding and integrations. CP24 Advanced Wishlist from CloudPlug24 is a budget-friendly option that covers the wishlist basics plus web-push capabilities and tiered usage limits, making it attractive for smaller stores or those experimenting with wishlist-driven re-engagement. Both apps can drive recoveries and engagement, but merchants seeking to cut app bloat and unify retention will find better long-term value from an integrated platform.

This article provides a feature-by-feature comparison of Swish and CP24 Advanced Wishlist to help merchants decide which fits their store today—and whether a broader solution might better serve growth goals tomorrow.

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

Product Overviews

Swish (formerly Wishlist King): Product Positioning

Swish markets itself as a fully customizable, feature-rich wishlist that helps shoppers keep track of desired items and nudges those shoppers to convert with tailored notifications. With an emphasis on design integration ("matches store aesthetic") and advanced analytics, Swish is positioned to serve ambitious brands that want professional setup and enterprise-class support. The app explicitly supports integrations with Klaviyo, GA4, and Meta, and lists compatibility with Hydrogen and headless architectures—features that matter to stores that are scaling.

Key positioning statements:

• Free setup and customization across plans.
• Unlimited wishlists and unlimited sessions.
• Specific Shopify Plus features (white-glove onboarding, dedicated manager, Hydrogen support) at the top tier.

CP24 Advanced Wishlist: Product Positioning

CP24 Advanced Wishlist focuses on providing wishlist functionality plus web-push to re-engage visitors and customers. It offers a generous freemium entry, then scales by usage (wishlist items and push impressions). The app includes guest wishlist and multiple wishlist support, price-drop and low-stock reminders, and a metrics dashboard — all useful for stores that want lightweight wishlist-driven campaigns without a large upfront commitment.

Key positioning statements:

• Free tier for basic wishlist and push testing.
• Low-cost monthly tiers with expanded quotas for wishlist items and push impressions.
• Built-in web push for direct re-engagement.

Deep Dive Comparison

Features & Functionality

Wishlist Core Capabilities

Swish:

• Unlimited wishlists and saved items on every paid plan.
• Cross-device sync for logged-in customers.
• Deep customization of front-end UI to align with store themes.
• Guest wishlist support (implied by guest features list).
• Multiple wishlist curation and storefront curation tools.
• Hydrogen and headless support on Plus plan.

CP24 Advanced Wishlist:

• Guest wishlist and multiple wishlist options.
• Sync across devices for persistent wishlists.
• Shows wishlisted count on product pages.
• Price-drop and low-stock reminders.
• Free plan supports up to 100 wishlist items/month; paid plans scale the quota.

Analysis: Both apps cover essential wishlist functions. Swish emphasizes unlimited scale and stylistic integration, while CP24 focuses on usage-based scaling and includes native push. For stores with high traffic and many registered customers, Swish’s unlimited approach prevents quota-based surprises. For early-stage stores or A/B testing wishlist impact, CP24’s free tier lets merchants experiment with minimal risk.

Notifications, Automation & Re-Engagement

Swish:

• Automated wishlist reminders, price-drop, and low-stock notifications.
• Integrations with Klaviyo allow more sophisticated lifecycle messaging.
• Personalization and segmentation implied by "highly personalised + automated Wishlist notifications."

CP24:

• Price-drop and low-stock reminders built into the platform.
• Collects push tokens and runs web push campaigns targeted at wishlisted items.
• Push quota varies by plan, useful for cost control.

Analysis: CP24’s web-push is a clear differentiator for stores that want immediate, low-friction re-engagement without using an external push provider. Swish’s advantage comes from integration with established email/SMS tools like Klaviyo, enabling richer automation flows and cross-channel orchestration. Merchants who prioritize email-driven lifecycle programs might prefer Swish, while those experimenting with push notifications will find CP24 appealing.

Analytics & Reporting

Swish:

• Advanced analytics and wishlist curation tools.
• Explicit GA4 and Meta integration for attribution and campaign measurement.
• Insights geared toward merchandising and product prioritization.

CP24:

• Metrics dashboard and detailed reports in paid plans.
• Reporting focused on wishlist usage, push impressions, and basic performance.

Analysis: Swish’s analytics orientation is more merchant-facing for merchandising decisions, while CP24 provides operational metrics sufficient for small teams. For merchants that want to connect wishlist behavior to acquisition and paid channels, Swish’s GA4/Meta hooks make deeper analysis easier.

Customization & Design

Swish:

• Promises seamless theme integration and free setup/customization service.
• White-glove onboarding at Plus level includes dedicated account manager and priority support.
• Customization support is a selling point for stores that need the wishlist to match brand design and UX patterns.

CP24:

• "Fully configurable" and supports multiple languages per listing.
• Provides front-store text management to support non-English languages.
• Likely requires manual setup for deeper look-and-feel matching.

Analysis: Swish wins on professional design and onboarding services. Merchants with strict brand standards or complicated storefronts (custom themes, headless) will benefit from Swish’s setup services. CP24 remains flexible enough for most themes but may require merchant resources for deeper visual integration.

Integrations & Ecosystem

Swish:

• Klaviyo, GA4, Meta listed as out-of-the-box integrations.
• Works with Checkout, Hydrogen, and headless stacks at the Plus level.
• Mentions compatibility with customer accounts and recommendations.

CP24:

• Built-in web push, front-store internationalization, and basic integration capabilities.
• No public list of deep third-party integrations on the provided data.

Analysis: Swish is stronger for merchants that have existing marketing stacks (Klaviyo, GA4, Meta) and need reliable data flows. CP24’s web push reduces the need for a separate push partner, which is valuable for lean operations. Where cross-platform data flow is a priority, Swish has an edge.

Pricing & Value

Pricing Structures

Swish:

• Basic Shopify: $19 / month
• Shopify: $29 / month
• Advanced Shopify: $49 / month
• Shopify Plus: $99 / month (includes white-glove onboarding, priority support, dedicated manager, Hydrogen & headless support)

CP24:

• FREE: Up to 100 wishlist items/mo, up to 100 push impressions/mo
• BASIC: $2.99 / month — up to 2k wishlist items/mo, 10k push impressions/mo
• PROFESSIONAL: $9.99 / month — 10k wishlist items/mo, 50k push impressions/mo
• ENTERPRISE: $19.99 / month — 25k wishlist items/mo, 100,000K push impressions/mo (typo in source; assume high push quota)

Value Considerations

• Swish offers unlimited wishlists and onboarding across plans, which is attractive for fast-growing stores. Its price points are modest for stores that want white-glove services and robust integrations.
• CP24’s free and near-free tiers let merchants test wishlist mechanics and push campaigns with very low financial commitment. For small catalogs and experimental campaigns, this may be the best value-for-money path.
• The primary trade-off: Swish's cost is higher but includes deeper integrations, design support, and enterprise readiness. CP24 is extremely cost-effective at entry but may require upgrades or alternative tools as a store scales.

Cost sensitivity analysis:

• For merchants estimating large numbers of wishlist items or high push volume, verify quotas and predictable overage policies. Swish’s unlimited model avoids that concern for wishlist capacity, whereas CP24’s pricing is tied to quotas that may require upgrade as adoption grows.
• For stores using Klaviyo or GA4 heavily, Swish’s integrations reduce the time and cost of mapping events and building triggered flows—an indirect operational saving.

Support, Onboarding & Reliability

Swish:

• Free setup and customization across plans; Plus includes white-glove onboarding and dedicated account manager.
• Higher review count (272) with a 5-star rating suggests broad adoption and satisfaction.
• Professional services reduce merchant time-to-value and potential support friction.

CP24:

• Smaller review sample (6 reviews) but a 5-star rating.
• Offerings appear self-serve with configurable options and a metrics dashboard.
• Web push implementation may require testing to ensure deliverability and consent flows.

Analysis: Swish's larger review base and explicit onboarding services provide stronger signals for merchants that prefer vendor-managed implementations. CP24 is likely more self-serve and may be perfectly acceptable for stores with internal dev capacity.

Technical Compatibility & Scalability

Swish:

• Explicitly supports Hydrogen and headless storefronts at the Plus level.
• Works with checkout and other Shopify capabilities, which is crucial for enterprise workflows.
• Unlimited sessions and wishlists imply backend capacity for large stores.

CP24:

• Front-store configuration and multi-language support included.
• Push quotas indicate a design for large-scale impressions, but the overall technical roadmap and headless compatibility are less clear from available data.

Analysis: For merchants on headless stacks or planning to move to Shopify Plus, Swish’s stated support is an important differentiator. CP24 could work for traditional theme-based stores but may introduce constraints in non-standard architectures.

Security, Privacy & Compliance

Both apps handle user identifiers and potentially push tokens, email addresses, and wishlist behavior. Important merchant checks:

• Data retention policies and export mechanisms.
• Compliance with GDPR/CCPA for storing wishlist data and push consent.
• Ability to integrate or export events to marketing platforms for consent-based segmentation.

Merchants should validate:

• How each app stores guest wishlists (cookies vs. server-side).
• Whether exported events include PII and how those exports are secured.
• Web-push consent flows and the apps’ adherence to platform policies.

Real-World Use Cases and Recommendations

• Merchant focused on brand cohesion and enterprise integrations: Swish is best for merchants that need professional onboarding, headless support, and deep analytics integrations.
• Merchant testing wishlist impact or budget constrained: CP24 offers an excellent low-cost sandbox with web push built-in, allowing experimentation without major investment.
• Merchant with high wishlist-driven re-engagement ambitions: Swish’s unlimited wishlists plus Klaviyo integration enable robust lifecycle campaigns; CP24’s push offers a direct, low-friction path to re-engagement.

Pros & Cons Summary

Swish (formerly Wishlist King)

• Pros:
  • Unlimited wishlists and sessions across plans.
  • Free setup & customization.
  • Strong integrations (Klaviyo, GA4, Meta).
  • Headless/Hydrogen support and Plus-level services.
  • Large review base (272 reviews) with 5-star rating.
• Cons:
  • Higher starting price than free/ultra-budget options.
  • Advanced features may be underutilized by very small stores.

CP24 Advanced Wishlist

• Pros:
  • Free plan for initial testing.
  • Very low-cost tiers scale with usage.
  • Built-in web push and price-drop alerts.
  • Multiple wishlist and guest wishlist functionality.
• Cons:
  • Small review base (6 reviews) limits signal of long-term reliability.
  • Less explicit support for headless or enterprise use.
  • Quotas mean potential upgrades as adoption grows.

Migration, Implementation & Operational Tips

• Data Migration: If moving between wishlist apps, ask both vendors about export formats and whether wishlisted items can be migrated with timestamps and user IDs. Verify whether guest wishlists can be linked to customer accounts post-migration.
• Theme Integration: Request a staging preview before publishing changes. Swish’s free setup reduces risk for stores with custom themes.
• Tracking & Attribution: Map wishlist events to GA4 and marketing platforms so wishlisted products can be included in remarketing audiences and conversion funnels.
• Privacy & Consent: For web-push workflows, ensure explicit opt-in is audited and that push impressions respect international privacy laws.

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

Single-purpose wishlist apps solve a single problem. That can be useful, but it can also create "app fatigue": operational overhead, duplicate billing, fragmented data, and siloed customer experiences. Each additional app increases integration work, slows experimentation, and complicates reporting. For merchants focused on retention, the real question is whether separate tools produce better outcomes than a single, integrated retention platform.

App fatigue manifests as:

• Multiple billing lines that add up faster than expected.
• Fragmented customer profiles across wishlist, loyalty, referral, and review tools.
• Manual orchestration between tools (e.g., exporting wishlist events into email flows).
• Increased maintenance and theme compatibility issues.

An alternative approach is to consolidate core retention features—loyalty programs, wishlist, referrals, and reviews—into a single platform that shares a unified customer profile. Growave takes that approach with a "More Growth, Less Stack" philosophy: deliver multiple retention capabilities from one platform to reduce complexity and improve outcomes.

Growave’s approach:

• Combines loyalty, referrals, wishlist, and reviews to keep customer activity in a single profile and make loyalty actions more actionable.
• Designed to reduce app overhead while increasing the quality and frequency of retention touchpoints.
• Offers plans and enterprise support aligned with merchants that want to scale without adding many single-purpose apps.

Merchants evaluating consolidation should consider the operational benefits of a unified platform:

• Shared user identity across features reduces duplicate data and enables richer personalization.
• One billing relationship simplifies vendor management and cost forecasting.
• Built-in integrations are often pre-configured, reducing time-to-value.

Growave integrates features that replace several single-purpose apps:

• Loyalty and rewards to increase repeat purchase frequency and average order value. Merchants can build loyalty and rewards that drive repeat purchases.
• Reviews and UGC tools for social proof and product discovery. Merchants can collect and showcase authentic reviews.
• Wishlist capabilities that tie into loyalty and lifecycle campaigns, avoiding duplicate user profiles across apps.

For merchants on Shopify Plus or considering enterprise features, Growave offers solutions tailored to large-scale needs and can provide migration assistance and dedicated launch plans. Learn more about solutions for high-growth Plus brands.

Growave also provides practical case studies, including customer stories that highlight migration and consolidation benefits. See examples of customer stories from brands scaling retention.

Merchants that want a live walkthrough of integrated retention features can schedule a demo to see how reducing tool sprawl helps retention and growth. Book a personalized demo to see how a unified retention stack improves retention.

How Growave Compares Functionally

• Wishlist: Matches basic wishlist needs while also connecting wishlist behavior to loyalty and referral programs—e.g., reward customers for wishlisting or refer friends based on saved items.
• Loyalty & Rewards: Native rewards programs reduce the need for a separate loyalty app.
• Reviews & UGC: Built-in review collection lowers reliance on separate review plugins and ties customer signals to loyalty.
• Referral & VIP Tiers: Drive acquisition and retention from existing customers without an external referral provider.

The upshot is that the combined features reduce friction when running cross-channel campaigns. Instead of exporting wishlists into Klaviyo and stitching IDs, a merchant on Growave benefits from cohesive event data and unified customer profiles.

Pricing & Trial Considerations for Consolidation

Growave offers tiered plans to match store scale. For merchants wondering about pricing vs. multiple single-purpose apps, a quick way to assess value is to compare the total monthly cost of several standalone tools vs. one integrated suite. Growave publishes plan details and a free trial option to test the integrated workflow. Review plans to determine whether consolidation yields better value and reduced complexity: explore consolidate retention features.

Growave is also available in the Shopify App Store for a quick install and initial trial period, enabling an easy comparison with Swish and CP24 on operational fit and day-to-day usability: see the Growave listing in the Shopify App Store.

When Consolidation Makes Sense

• When multiple single-purpose apps are creating duplicate data and complex synchronization needs.
• When the marketing stack needs to act on unified behaviors (e.g., reward customers for both purchases and wishlists).
• When the team wants predictable vendor management and fewer invoices.
• When scaling to Shopify Plus and needing enterprise support and headless-ready features.

When A Single-Purpose App Still Makes Sense

• When experimentation requires a very low-cost, lightweight solution (CP24’s free tier).
• When a store only needs a wishlist temporarily to test product-market fit.
• When an existing platform already provides the majority of retention features and only a wishlist plugin is missing.

Implementation Checklist Before Choosing

• Confirm technical compatibility with theme or headless stack (Hydrogen).
• Verify free trial or sandbox availability for live testing.
• Validate data export and event mapping (important for GA4 or Klaviyo).
• Request examples or staging previews of the wishlist UI in your theme.
• Confirm support SLAs and onboarding scope—does the vendor offer free setup or white-glove migration?
• Evaluate long-term costs including quotas, overage policies, and possible need for additional apps.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and CP24 Advanced Wishlist, the decision comes down to scale, integrations, and how wishlist behavior will be used in broader retention programs. Swish is a strong choice for brands that want enterprise readiness, unlimited wishlists, and professional onboarding with robust integrations. CP24 Advanced Wishlist is an attractive, low-cost option for merchants who want to test wishlist mechanics and run web-push campaigns without a large upfront commitment.

However, for merchants looking to reduce tool sprawl and build a long-term retention system that ties wishlist behavior into loyalty, referrals, and reviews, a consolidated platform is a more efficient path. Growave’s "More Growth, Less Stack" approach bundles those capabilities, reducing integration friction and centralizing customer signals for more effective personalization. Merchants can review plans and compare potential consolidation benefits by exploring options to consolidate retention features and by testing the app via the Shopify App Store.

Start a 14-day free trial to see how an integrated retention stack reduces complexity and drives measurable lifts in repeat purchases. Start a 14-day free trial

FAQ

Q: Which app has more validated social proof and active users? A: Swish shows a larger sample of reviews (272) with a 5-star rating, providing a broader signal of merchant adoption. CP24 has fewer reviews (6) but also a 5-star rating; smaller samples provide less confidence about long-term reliability and support experience.

Q: If a store already uses Klaviyo heavily, which wishlist app integrates more cleanly? A: Swish lists Klaviyo as an out-of-the-box integration, making it easier to send wishlist events into lifecycle campaigns and use wishlist triggers in automated flows. That reduces custom event mapping and saves implementation time.

Q: How does a consolidated platform compare to specialized wishlist apps? A: An all-in-one retention platform reduces data fragmentation and vendor overhead. It centralizes loyalty, wishlist, referrals, and reviews, enabling more consistent personalization and fewer integration touchpoints. For merchants planning multi-channel retention strategies, consolidation often provides better long-term value compared to maintaining several single-purpose apps.

Q: Should small stores start with the free tier of CP24 or invest immediately in an integrated solution? A: Small stores that want to validate wishlist impact quickly can benefit from CP24’s free tier and web-push capabilities. Stores that plan to scale retention efforts and run loyalty, referral, and review programs should evaluate integrated platforms to avoid future migrations and reduce operational complexity. For merchants that want to explore integrated retention, Growave provides feature comparisons and a trial option to assess fit: learn more about loyalty and rewards that drive repeat purchases and how to collect and showcase authentic reviews.