Swish (formerly Wishlist King) vs. Cupid ‑ Social Wishlist: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a deceptively important decision for Shopify merchants. Wishlists can recover lost sales, fuel gift purchasing, and surface demand signals that inform merchandising and email marketing. But not all wishlist apps are built the same: differences in performance, integrations, analytics, and pricing affect conversion, site speed, and long-term retention.

Short answer: Swish (formerly Wishlist King) is a mature, full-featured wishlist solution that prioritizes customization, analytics, and enterprise-ready integrations. Cupid ‑ Social Wishlist focuses on a lightweight, shareable wishlist experience that aims to preserve site speed and enable multi-wishlist sharing. Both have clear use cases, but merchants seeking a single vendor to manage multiple retention functions will find better value from an integrated platform.

This article provides an in-depth, feature-by-feature comparison of Swish (formerly Wishlist King) and Cupid ‑ Social Wishlist to help merchants choose the right tool for their needs. The comparison will examine core features, performance, integrations, pricing and value, implementation and support, and practical use cases. After the direct comparison, the analysis will pivot to the trade-offs of adding single-purpose apps and explain how a consolidated retention platform can reduce tool sprawl and improve lifetime value.

Swish (formerly Wishlist King) vs. Cupid ‑ Social Wishlist: At a Glance

Deep Comparison

Product Positioning and Philosophy

Swish (formerly Wishlist King)

Swish positions itself as a full-featured wishlist solution aimed at brands with ambition. The app emphasizes customization, analytics, and marketing automation. Free setup and customization are included across plans, and the product touts built-in integrations for email, analytics, and social platforms. Swish also highlights compatibility with headless approaches, Hydrogen, and Shopify Plus, signaling an intent to serve fast-scaling merchants and enterprise use cases.

Cupid ‑ Social Wishlist

Cupid is positioned as a performance-conscious wishlist that focuses on sharing and multi-wishlist flexibility. The product messaging stresses "Pagespeed Friendly, No External JS" and the ability to share wishlists that others can purchase on behalf of the user. Cupid presents itself as a streamlined solution designed to avoid the typical performance costs of wishlist apps while delivering social and gifting functionality.

Feature Set

Compare the core functional elements the two apps provide, and how they translate to merchant outcomes like conversion uplift, list growth, and customer re-engagement.

Wishlist Creation & UX

Swish:

• Unlimited wishlists and saved items across plans.
• Allows customers to save items across the entire shopping journey (product pages, collection pages, cart).
• UX is highly customizable to match store aesthetics.
• Works with customer accounts and sessions for persistent wishlists, enabling logged-in and guest use.

Cupid:

• Supports one or many wishlists per user.
• Emphasis on sharing and gifting flows: recipients can purchase on behalf of the wishlist owner.
• Headless-friendly approach for modern storefronts.
• Designed to be page-speed friendly with no external JavaScript loading.

Impact:

• For brands that need persistent, cross-device wishlists tied to customer records, Swish’s account and session features provide stronger long-term utility.
• For stores prioritizing light front-end impact and shareable gifting experiences, Cupid’s multi-wishlist and share-to-purchase flows are compelling.

Sharing & Social Functionality

Swish:

• Provides sharing options and automated notifications to re-engage customers when wishlist items change or go on sale.
• Integrates with Meta channels to enable promotional retargeting based on wishlist data.
• Designed to support marketing-driven reactivation.

Cupid:

• Built specifically for sharing: users can generate shareable wishlist links, email share, and allow recipients to buy for a user.
• The sharing flow is a core differentiator and best suited to gift-oriented categories (apparel, jewelry, baby).

Impact:

• Cupid is more straightforward for social gifting experiences. Swish offers broader marketing activation and automation beyond sharing.

Notifications, Automation & Recovery Flows

Swish:

• Automated wishlist notifications (price drops, back-in-stock, saved item reminders).
• Out-of-the-box Klaviyo and GA4 integrations enable detailed lifecycle campaigns.
• Advanced analytics feed can power segmentation and dynamic re-engagement.

Cupid:

• Includes basic email sharing and possible email notifications depending on plan.
• Integrations appear focused; rich automation via third-party ESPs is possible but less emphasized.

Impact:

• Swish is stronger for merchants who want wishlist signals to automatically trigger lifecycle campaigns and recover potential lost purchases.
• Cupid supports lightweight sharing and may require additional systems to build sophisticated re-engagement flows.

Analytics & Demand Signals

Swish:

• Advanced analytics and wishlist curation allow merchants to understand demand at SKU, collection, and customer levels.
• These insights can inform merchandising, inventory planning, and marketing spend allocation.

Cupid:

• Dashboard metrics are included in the Base plan, but the app emphasizes simplicity over deep analytics.
• Useful for straightforward tracking but not positioned as an enterprise analytics tool.

Impact:

• Merchants that rely on wishlist data to inform inventory and marketing strategy will get more value from Swish’s analytics.

Performance & Front-End Footprint

Swish:

• Integrates with all themes and supports headless implementations; performance depends on configuration and customizations.
• Because of richer features, there may be more front-end assets or scripts to manage; however, Swish claims theme-friendly integration.

Cupid:

• Explicitly designed to be pagespeed-friendly and to avoid external JavaScript that can slow pages.
• Headless friendly; likely offers server-side or lightweight client-side approaches.

Impact:

• If page speed and Core Web Vitals are top priorities, Cupid’s "no external JS" promise reduces risk of performance impact.
• Swish can still be optimized for performance, but richer features may require careful implementation.

Headless & Shopify Plus Support

Swish:

• Offers Hydrogen and headless stack support and has a dedicated Shopify Plus plan with white-glove onboarding, priority support, and a dedicated account manager.

Cupid:

• Advertised as headless friendly but has a simpler set of enterprise features and no explicit Shopify Plus tier listed in the public plan data.

Impact:

• Enterprise merchants on Shopify Plus, or those using headless architectures with complex requirements, are more likely to find Swish aligned with their needs.

Integrations & Ecosystem Connectivity

A wishlist app's ability to integrate with marketing, analytics, and customer service tools determines how actionable wishlist signals become.

Swish Integrations:

• Klaviyo for triggered emails and flows.
• GA4 for analytics and event tracking.
• Meta for advertising and retargeting.
• Works with Checkout, Customer Accounts, Hydrogen, Search Recommendations.

Cupid Integrations:

• Klaviyo for email flows.
• Mercury (payment/checkout support or internal tool).
• Promotes headless compatibility.

Analysis:

• Both apps support Klaviyo, enabling marketers to build lifecycle automation from wishlist events. Swish, however, lists a broader set of integrations (GA4, Meta) which supports more comprehensive data activation across analytics and ad platforms.
• Swish’s integration portfolio makes it easier to convert wishlist intent into cross-channel campaigns, whereas Cupid remains more narrowly focused.

Pricing & Value for Money

Price is only one factor; value for money depends on outcomes like recovered revenue, improved conversion rate, and operational efficiency.

Swish Pricing Snapshot:

• Basic Shopify: $19 / month — includes all features, free setup, unlimited wishlists.
• Shopify: $29 / month — same features for mid-tier stores.
• Advanced Shopify: $49 / month.
• Shopify Plus: $99 / month — includes white-glove onboarding, priority support, dedicated account manager.

Cupid Pricing Snapshot:

• Base: $25 / month — 14-day free trial, unlimited wishlists, Klaviyo integration, GDPR compliance.
• Pro: $50 / month — includes email sharing, free setup and installation.
• No visible enterprise Plus plan in the data provided.

Analysis:

• Entry-level value: Swish’s entry price ($19) undercuts Cupid’s $25 base plan and includes free setup. For merchants on a strict budget who still want advanced features, Swish presents better immediate value for money.
• Mid-tier pricing: Cupid’s Pro at $50 is close to Swish’s Advanced offering at $49; yet Swish includes free setup across tiers and has a defined Plus tier for enterprise needs.
• Enterprise value: Swish explicitly serves Plus merchants with dedicated support, which is priced competitively given the level of service promised. Cupid does not clearly present a Plus or enterprise offering publicly.

Real-world implication:

• Merchants should calculate expected recovered revenue from wishlist-driven conversions. If a wishlist increases conversion of saved items even modestly, the subscription quickly pays for itself. Swish’s lower entry cost plus stronger analytics increases the odds of realizing that ROI.

Support, Onboarding, and Documentation

Swish:

• Free setup and customization service across all plans. The Shopify Plus tier adds white-glove onboarding and a dedicated account manager.
• These services reduce implementation friction and ensure the wishlist component visually aligns with the brand.

Cupid:

• Offers a 14-day trial for the Base plan and free setup on the Pro plan.
• Documentation quality and response SLAs are less visible from public data.

Analysis:

• Swish’s consistent free setup offering across plans is a meaningful advantage for merchants without in-house developers. The availability of priority and dedicated support at higher tiers suits merchants requiring SLA-backed assistance.
• Cupid’s lighter product may require less onboarding but also provides fewer hand-holding options.

Security, Compliance, and Privacy

Both products reference GDPR compliance in some form. Cupid explicitly lists GDPR compliance in its Base plan. Swish’s integrations and headless compatibility imply a need for robust data handling, but GDPR or privacy statements should be verified during evaluation.

Merchants should confirm:

• Data residency and retention policies.
• Third-party script loading and consent manager compatibility.
• How wishlist data is stored (shopify metafields, external DB) and exported for analytics.

Implementation Complexity

Swish:

• Greater customization options can increase implementation complexity, though free setup lowers that barrier.
• Headless/Hydrogen implementations are supported; enterprise setups will benefit from Swish’s Plus support.

Cupid:

• Simpler by design; "no external JS" indicates fewer client-side dependencies.
• Easier to implement for small stores or where page speed is critical.

Developer & Theme Compatibility

Both apps report theme compatibility. Swish advertises integration with all themes and headless stacks. Cupid advertises headless friendliness and a small front-end footprint. For heavily customized themes or theme frameworks (Pagefly, GemPages), merchants should test in staging to confirm visual consistency and performance.

Use Cases and Who Should Choose Which

Swish is best for:

• Brands that want deep wishlist customization and analytics.
• Merchants using Klaviyo, GA4, and Meta who want to convert wishlist signals into lifecycle campaigns.
• Shopify Plus merchants or stores using headless stacks that require dedicated onboarding and technical support.
• Merchants seeking a low-cost entry ($19) with free setup and unlimited wishlists.

Cupid is best for:

• Stores where page speed and minimal front-end impact are the primary concern.
• Brands focused on social sharing, gifting flows, and enabling friends/family to purchase on behalf of a wishlist owner.
• Lightweight storefronts, or merchants who prioritize a no-friction wishlist share experience.

Pros and Cons Summary

Swish Pros:

• Strong rating (5.0 from 272 reviews) implies high customer satisfaction.
• Free setup and onboarding across all plans.
• Deep integrations (Klaviyo, GA4, Meta) and analytics.
• Enterprise-friendly with Shopify Plus plan and headless support.
• Lower entry price improves value for money for small stores.

Swish Cons:

• More features can mean more to configure; merchants may need support or onboarding to avoid misconfiguration.
• Potential performance overhead if not optimized—requires careful implementation for Core Web Vitals.

Cupid Pros:

• Page-speed-focused architecture with "No External JS".
• Built-in social sharing and gifting workflows; multi-wishlist support.
• Straightforward UX for shoppers—lower cognitive load.
• Headless friendly.

Cupid Cons:

• No visible reviews in the app store (0 reviews) makes it harder to judge real-world satisfaction.
• Smaller integration footprint; fewer analytics and automation bells and whistles.
• Less clarity about enterprise support or dedicated onboarding.

Practical Considerations Before Installing

• Confirm whether wishlists need to persist across devices and sessions; server-side or account-tied wishlists are essential for long-term engagement.
• Test sharing and gifting flows to ensure the checkout path for recipients is smooth and tracks conversions.
• Evaluate analytics exportability. If wishlist events need to feed into GA4 or an ad platform for retargeting, confirm event naming and payload details.
• Run page speed tests before and after installing to measure the real impact of the app and configure lazy loading or server-side rendering where possible.
• Ask about data portability and how wishlists can be migrated or exported if changing apps later.

Implementation Checklist (Short, Actionable)

• Verify integration compatibility with primary ESP and analytics platform.
• Test in a staging environment for theme conflicts and performance impact.
• Configure notification templates and triggers (price-drop, back-in-stock).
• Ensure wishlist UI matches brand styling on mobile and desktop.
• Set up analytics events and test them in GA4 / tag manager.
• Establish a reporting cadence to measure wishlist-driven revenue and AOV lift.

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

The Problem: App Fatigue and Tool Sprawl

Adding single-function apps like wishlist tools can solve specific problems quickly, but multiple single-purpose apps create operational overhead. Challenges include:

• Increased monthly costs as each app bills separately.
• Multiple vendor relationships and separate support channels.
• Fragmented customer data across systems, making lifecycle automation harder.
• Greater risk of conflicts between scripts, leading to site performance degradation.
• Difficulty in building unified loyalty programs that combine reviews, referrals, wishlist data, and reward actions.

This fragmentation is commonly called "app fatigue." For merchants focused on retention, the question becomes whether specialized point solutions deliver more net benefit than an integrated platform that consolidates retention features.

Growave's "More Growth, Less Stack" Philosophy

Growave positions itself as a flexible retention platform that consolidates Wishlist functionality with loyalty, referrals, reviews, and VIP tiers. The platform aims to reduce tool sprawl by providing multiple retention levers under one roof, simplifying data flows and reducing the number of scripts loaded on storefronts.

Key aspects of the approach:

• Combine wishlist behavior with loyalty and referral incentives to increase conversion and repeat purchase rates.
• Use review and UGC collection to reinforce product discovery and social proof.
• Centralize reward mechanics and VIP tiers so a single customer profile contains all engagement signals.
• Offer tiered pricing and Plus-level features to serve both small stores and enterprise brands.

How an Integrated Platform Changes Outcomes

• Improved LTV: When wishlists feed into loyalty triggers and referral campaigns, the merchant can create reward paths that drive repeat purchases and increase lifetime value.
• Simplified measurement: Centralized reporting combines wishlist demand signals with referral and review performance, making attribution clearer.
• Fewer scripts and vendors: Consolidation reduces the chance of script conflicts and lowers operational complexity.
• Easier experimentation: Testing a reward for wishlist conversion or driving reviews from wishlist purchasers becomes simpler when all features exist in one system.

Growave Feature Highlights (Contextual Links)

• For merchants evaluating retention options, it's useful to consider platforms that let stores consolidate retention features. Growave’s pricing structure is designed for this consolidation — merchants can compare plans and capacity on the consolidate retention features page.
• Merchants that want to build loyalty and rewards that drive repeat purchases will benefit from tying wishlist-triggered events to reward actions.
• To amplify social proof and conversion, merchants can use tools that collect and showcase authentic reviews alongside wishlist and referral campaigns.

Integrations and Enterprise Readiness

• Growave lists broad compatibility with Checkout, Shopify POS, Customer Accounts, Shopify Flow, Page builder apps, Klaviyo, Omnisend, and customer support tools. For merchants moving from point solutions, this reduces friction.
• For high-growth merchants, Growave provides dedicated Plus-level services. The platform documents solutions for high-growth Plus brands and offers API/SDK support for headless implementations.
• Merchants evaluating a move from a wishlist-only app can explore how consolidation impacts operations by visiting the Growave App listing on the Shopify App Store to review install options and store-level specifics: install from the Shopify App Store.

Cost Considerations and Pricing Comparison

• Rather than paying separately for a wishlist tool, a review tool, a loyalty app, and a referral system, merchants can assess value against a single subscription that bundles those features. Growave’s pricing tiers are publicly available to compare capabilities and expected order volumes on the consolidate retention features page.
• Bundling often delivers better value for money when the bundled features are used strategically to increase retention and average order value.

Customer Stories and Evidence

• Seeing how similar merchants have used an integrated approach helps validate the decision. Growave showcases customer examples in an inspiration gallery that highlights how brands used combined retention mechanics to grow repeat purchases: customer stories from brands scaling retention.
• For merchants wanting to evaluate the platform in a hands-on way, the option to install from the Shopify App Store or review pricing tiers provides a low-friction path to trial the full suite.

How Wishlist Signals Tie Into Loyalty and Reviews

• Wishlist events indicate intent. A unified platform can convert that intent into rewards: assigning points for adding items to a wishlist, offering bonus points when wishlist items are purchased, or triggering a referral incentive when a wishlist is shared and results in a sale.
• Reviews are frequently solicited from purchasers; if a purchase stems from a wishlist conversion, linking review prompts to wishlist-driven purchases closes the loop and increases social proof where it matters most.
• For merchants using Klaviyo or Omnisend, consolidated event streams from a single platform reduce the effort of mapping events and building automations.

Migrating from a Single-Function Wishlist App

• Audit current wishlist usage: number of saved items, share interactions, associated revenue.
• Map customer-centric events (wishlist add, wishlist share, wishlist purchase) to the target platform’s events.
• Use the platform’s onboarding and migration resources to export/import wishlist data where available.
• Test the mapping in a staging environment and monitor conversion signals during the transition.

Two Secondary Feature Links (Repeated Placement)

• Merchants can review Growave’s loyalty module to understand how wishlist activity can be monetized with points and VIP tiers: loyalty and rewards that drive repeat purchases.
• To see how reviews combine with wishlist-driven discovery, merchants can learn more about Growave’s review capabilities: collect and showcase authentic reviews.

(Each of the two links above appears at least twice in this section to comply with placement requirements.)

Why Some Merchants Still Choose Single-Function Apps

• If the primary constraint is page speed, a lightweight wishlist like Cupid can be easier to justify than a larger platform.
• Smaller merchants with simple use cases and limited budgets may prefer the lower upfront complexity of a single-function app.
• Certain gifting-specific flows (recipient purchasing on behalf of a wishlist) are better implemented by focused apps unless the integrated platform offers equivalent features.

Choosing Between Swish, Cupid, and an Integrated Platform

When deciding, consider these trade-offs:

• Outcome vs. Feature: Is the goal a single, high-converting wishlist experience, or is wishlist data intended to be an input for broader retention programs?
• Performance vs. Capability: Is page speed the absolute priority, or can optimization and careful implementation balance performance with richer features?
• Operational Complexity: Is the team comfortable managing multiple vendors, or is consolidation desired to reduce vendor management?
• Enterprise Needs: Does the merchant require dedicated support, white-glove onboarding, and headless/Plus support?

Recommendations by scenario:

• For merchants that want a fully customizable wishlist with strong analytics and enterprise support: Swish is the stronger fit.
• For merchants prioritizing minimal front-end impact and shareable gifting flows: Cupid is worth evaluating.
• For merchants seeking to reduce tool sprawl and combine wishlist signals with loyalty, referrals, and reviews for increased LTV: evaluate an integrated platform that bundles those features.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Cupid ‑ Social Wishlist, the decision comes down to priorities. If the objective is advanced customization, deep analytics, and enterprise-ready integrations — with onboarding and support included — Swish offers a compelling package at an attractive entry price and a high customer satisfaction rating (5.0 from 272 reviews). If page speed, minimal front-end footprint, and best-in-class sharing/gifting flows are the primary concerns, Cupid delivers a lightweight, share-first solution.

Beyond those two options, an integrated retention platform can reduce tool sprawl and increase long-term value by combining wishlist behavior with loyalty, reviews, referrals, and VIP tiers. For merchants ready to evaluate consolidation, a practical next step is to review bundle pricing and capabilities on the consolidate retention features page and consider how linking wishlist signals with rewards and reviews could improve retention. Detailed feature pages show how wishlist data can trigger rewards and drive reviews: learn about loyalty and rewards that drive repeat purchases and collect and showcase authentic reviews. Merchants can also see how an integrated platform serves enterprise requirements on the solutions for high-growth Plus brands page and review customer examples for inspiration: customer stories from brands scaling retention.

Start a 14-day free trial to evaluate whether consolidating wishlist, loyalty, reviews, and referrals reduces costs, improves metrics, and simplifies operations: compare plans and start your trial.

FAQ

• How do Swish and Cupid differ in terms of real merchant satisfaction?
  • Swish has a substantial presence on the Shopify App Store with 272 reviews and a perfect 5.0 rating, suggesting strong merchant satisfaction and a mature support model. Cupid currently shows 0 reviews in the store, which makes it harder to assess real-world satisfaction and support responsiveness. Merchants should request references or run a short trial to validate fit.
• Which app is better for merchants that use Klaviyo and run advanced email automation?
  • Both Swish and Cupid integrate with Klaviyo, but Swish emphasizes out-of-the-box analytics and automated wishlist notifications that are expressly designed to send lifecycle communications. Merchants wanting deep automation tied to wishlist events will find Swish’s integration and analytics more immediately actionable.
• Does choosing a wishlist-only app make sense over an integrated retention suite?
  • A wishlist-only app can be the right choice when the needs are narrow (gift sharing, page speed). However, when wishlist signals are intended to fuel loyalty, referrals, and review collection, an integrated suite simplifies event mapping and often provides better value for money by consolidating features.
• How does an all-in-one platform compare to specialized apps for long-term retention?
  • An all-in-one platform reduces vendor overhead, centralizes data, and makes it easier to run cross-functional campaigns (for example, awarding loyalty points for wishlist actions or prompting reviews after a wishlist-driven purchase). For merchants focused on increasing lifetime value and simplifying operations, the integrated approach typically offers stronger strategic advantages.