Swish (formerly Wishlist King) vs. Curaboard: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a common challenge for Shopify merchants. The marketplace is crowded with single-purpose tools that promise to boost conversions and keep products top of mind, but differences in features, integrations, and long-term value can make the choice confusing.

Short answer: Swish (formerly Wishlist King) is a mature, polished wishlist solution that focuses on customization, analytics, and onboarding support — ideal for stores that want a turnkey wishlist with campaign-ready notifications. Curaboard emphasizes global wishlists and social sharing, aiming to drive discovery through shared boards and external wishlist networks. For merchants looking to avoid tool sprawl and to combine wishlists with loyalty, referrals, and reviews, an integrated retention platform offers stronger long-term value than picking a standalone wishlist app.

This post compares Swish and Curaboard feature by feature, evaluates pricing and integrations, and examines real merchant use cases. After the objective comparison, a solution is introduced that reduces app fatigue by consolidating wishlist functionality with loyalty and reviews into a single product suite.

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

Product Positioning and Developer Background

Swish (formerly Wishlist King)

Swish positions itself as a wishlist solution for brands "with ambition." The product emphasizes customization, onboarding, and analytics. The developer offers free setup and customization across plans, plus elevated service for Plus merchants (white-glove onboarding, priority support, dedicated account management). Swish highlights direct integrations with analytics and marketing tools like Klaviyo and GA4 and supports headless/Hydrogen stacks.

Notable public app store data: 272 reviews at a 5.0 rating — a strong signal of merchant satisfaction and reliability.

Curaboard

Curaboard aims to link storefronts to global wishlists and social board sharing. The stated strengths are social discovery, notifying users when items they want change status (price or stock), and tracking ghost-account wishlists. Curaboard’s model appears to focus on discovery and social sharing as mechanisms to drive traffic and sales.

App store data in the provided dataset shows no reviews and no public rating. That can indicate a newer app or limited adoption, which raises questions about tested reliability and onboarding depth.

Core Features Comparison

This section compares both apps across the core capabilities merchants typically evaluate when selecting a wishlist solution.

Wishlist Creation and Storage

• Swish:
  • Unlimited wishlists and saved items across plans.
  • Wishlists persist across sessions and accounts, with support for customer accounts and guest behavior tracking.
  • Focus on theme integration to match store aesthetics and on supporting multiple shopping journeys.
• Curaboard:
  • Allows customers to save and organize items in one central place.
  • Emphasizes global wishlists that can span multiple stores or contexts.
  • Includes ghost account wishlist tracking to capture intent from non-logged-in users.

Assessment: Both solutions provide standard wishlist functions (saving items, persistent lists). Swish leans into store-centric, branded wishlist experiences; Curaboard promotes broader discovery via cross-site or global boards.

Notifications and Conversion Triggers

• Swish:
  • Automated and personalised wishlist notifications intended to re-engage users (reminders, price drops, abandoned saved items prompts).
  • Integrations with marketing platforms like Klaviyo can expand notification capabilities and create richer workflows.
• Curaboard:
  • Notifies users when wishlist items are sold out, back in stock, or when the price changes.
  • Social sharing increases visibility, potentially generating organic notifications via social channels.

Assessment: Both apps support notification triggers tied to product availability and price changes. Swish appears more focused on personalized, store-driven notifications and marketing automation integrations. Curaboard emphasizes product-status alerts combined with social nudges.

Personalization and Wishlist Curation

• Swish:
  • Advanced analytics and wishlist curation features are highlighted, suggesting merchants can analyze wishlist trends and tailor merchandising.
  • Customizable wishlist appearance and behavior to align with brand UX.
• Curaboard:
  • Focused more on shared boards and organizing items; less emphasis on merchant-facing curation tools in provided data.

Assessment: For merchants that want to curate wishlist collections, analyze saved-item trends, and personalize outreach, Swish presents stronger signals. Curaboard’s strengths lie in social organization and shared discovery, which helps product discovery more than merchant curation.

Social Sharing and External Discovery

• Swish:
  • Integrates with Meta and supports standard sharing flows; main focus stays within the merchant’s store and owned marketing channels.
• Curaboard:
  • Core advantage is social sharing of boards and generating traffic via shared collections.
  • Global wishlist networks can expose products to shoppers who maintain wishlists across multiple merchants.

Assessment: Curaboard is stronger for stores prioritizing social sharing and external product discovery. Swish supports social sharing but emphasizes on-site personalization and owned-channel remarketing.

Analytics and Reporting

• Swish:
  • Explicitly calls out advanced analytics and wishlist curation, plus GA4 integration. Expect merchant-facing dashboards that reveal most-wished items, conversion rates from wishlist notifications, and user behavior on wishlists.
• Curaboard:
  • The provided data doesn’t list built-in analytics beyond ghost account tracking. Reporting scope may be narrower or rely on external integrations.

Assessment: Swish appears to provide more robust analytics for merchants who need data to inform merchandising and campaigns.

Headless and Enterprise Capabilities

• Swish:
  • Offers specific support for Hydrogen and headless stacks and a Plus plan with a dedicated account manager and priority support. This indicates readiness for larger brands and complex architectures.
• Curaboard:
  • No explicit headless or enterprise plan mentioned in the supplied data.

Assessment: For enterprise or headless implementations, Swish signals stronger readiness.

Pricing & Value

Pricing is a critical factor, but "value" must consider support, features, and integration depth.

Swish Pricing Overview

• Basic Shopify: $19 / month — for stores on the Shopify Basic Plan; includes all features, free setup, unlimited wishlists.
• Shopify: $29 / month — for stores on the Shopify Plan; includes all features, free setup.
• Advanced Shopify: $49 / month — for stores on Advanced Shopify; includes all features.
• Shopify Plus: $99 / month — includes free white-glove onboarding, priority support, dedicated account manager, Hydrogen & headless stack support.

Value considerations:

• Free setup and customization on all plans is uncommon among single-purpose apps and adds clear onboarding value.
• Unlimited wishlists and sessions remove concerns about scalability at lower merchant tiers.
• Plus-tier services (dedicated manager, white-glove onboarding) justify the higher fee for merchants needing hands-on implementation.

Curaboard Pricing Overview

• Pricing details were not provided in the supplied data.
• With no public price anchors in this dataset, merchants should check the app listing or contact the developer for plan specifics.

Value considerations:

• The absence of visible pricing can signal either a bespoke pricing model or that the product is new and still establishing pricing transparency.
• Merchants should confirm support level and onboarding in addition to monthly fees.

Comparing Value for Money

• Swish offers clear price tiers aligned to Shopify plan level, free setup, and advanced integrations, which can be cost-effective for merchants who want a high-quality wishlist without ongoing integration work.
• Curaboard’s potential value depends on its pricing and onboarding model; the social discovery benefits may produce traffic, but the lack of published reviews and pricing in the available dataset makes ROI harder to estimate.

Recommendation: Merchants prioritizing predictable cost, rapid onboarding, and robust support will likely find better value with Swish. Merchants who value social discovery and are willing to vet a newer solution might explore Curaboard but should confirm pricing and support.

Integrations & Technical Compatibility

A wishlist’s effectiveness often depends on how it plugs into the rest of the martech stack.

Marketing & Email Integrations

• Swish:
  • Explicit Klaviyo integration, plus GA4 and Meta integration out of the box. This enables sophisticated email flows and analytics-backed campaigns from wishlist signals.
• Curaboard:
  • No explicit integration list in supplied data beyond social sharing and ghost account tracking.

Assessment: Swish’s explicit integrations lower the work required to convert wishlist events into automated marketing campaigns.

Platform & Theme Compatibility

• Swish:
  • Integrates with all themes, supports headless setups, works with Shopify Checkout and Hydrogen. The free setup suggests Swish will adapt the interface to theme aesthetics.
• Curaboard:
  • Focuses on global wishlist networks and social integrations; theme compatibility and headless support are not specified in the provided dataset.

Assessment: Swish is positioned as more flexible across platform configurations.

Third-Party & Plus-Level Integrations

• Swish:
  • Works with Hydrogen, Klaviyo, GA4, Meta, Customer Accounts, Search Recommendations — this suite supports both marketing and headless architectures.
• Curaboard:
  • The product’s integrations appear targeted toward sharing and cross-site wishlist aggregation rather than deep martech integration.

Assessment: For merchants running multi-channel campaigns and requiring integration with email, analytics, and headless storefronts, Swish is better documented and likely to require less custom work.

Implementation, UX, and Merchant Experience

Onboarding and Setup

• Swish:
  • Free setup and customization on all plans — a notable benefit for merchants that prefer vendor-driven implementation. White-glove onboarding for Plus merchants reduces launch friction.
• Curaboard:
  • Onboarding details not provided. Merchants should confirm setup services, theme integration, and any developer time required.

Assessment: The presence of free setup and dedicated onboarding differentiates Swish in implementation ease, particularly for teams without in-house development resources.

Storefront UX and Design

• Swish:
  • Emphasizes theme matching and customizable wishlist styling that integrates with storefront designs, maintaining a consistent brand experience.
• Curaboard:
  • Focuses on boards and cross-site lists; the experience may include off-site pages or a centralized user portal depending on implementation.

Assessment: Swish is likely to deliver a more cohesive on-site UX; Curaboard's external boards could be an asset for discovery but might introduce a slightly different UI flow.

Admin Interface and Management

• Swish:
  • Merchant-facing analytics and wishlist curation tools are emphasized, suggesting a mature admin UI.
• Curaboard:
  • Provided data highlights ghost account tracking and social features; the administrative depth for insights is less certain.

Assessment: Merchants who rely on admin dashboards for merchandising decisions will likely prefer Swish.

Reporting, Data Ownership & Analytics

Analytics Depth

• Swish:
  • Advanced analytics and GA4 integration allow merchants to measure wishlist impact on conversion funnels, identify top-wished items, and segment customers by wishlist behavior.
• Curaboard:
  • Reporting focus appears narrow; ghost account tracking offers intent capture, but merchant analytics capabilities are less clear from the provided information.

Assessment: Merchants that want to tie wishlist behavior to revenue metrics will find Swish more actionable.

Data Ownership and Portability

• Both tools should be evaluated on how wishlist data is stored and exported. Merchant-level data ownership and the ability to export wishlists and user signals for analysis or migration are critical.

Action item for merchants evaluating either app:

• Confirm how wishlist data can be exported and whether it includes timestamps, product IDs, customer IDs (when available), and cross-session mapping.

Support, SLAs, and Community Feedback

User Reviews & Signals

• Swish:
  • 272 reviews with a 5.0 rating on the Shopify App Store is a meaningful positive signal. Reviews indicate merchant satisfaction with features, support, and onboarding.
• Curaboard:
  • 0 reviews and a 0.0 rating in the provided dataset. This could mean the app is new or has limited adoption. Lack of reviews makes it harder to verify support quality or real-world performance.

Assessment: Established review presence is an important trust signal; Swish has a clear advantage here.

Support Options

• Swish:
  • Free setup and customization imply a proactive support posture. Plus mentions dedicated account management and priority support for enterprises.
• Curaboard:
  • Support terms and levels not detailed in supplied data; merchants should request support SLAs and onboarding policies.

Recommendation: Merchants launching a wishlist feature with limited internal resources should prioritize vendors that include setup and responsive support.

Security, Privacy & Compliance

Wishlists often involve tracking user intent. Merchants must confirm how each app handles personal data, cookies, and compliance.

Points to verify with both vendors:

• Data retention policies for guest and logged-in wishlist entries.
• Compliance with GDPR, CCPA, and other regional privacy laws.
• Whether personal data is stored on third-party servers and the security measures in place.
• How opt-outs and consent flows are managed for remarketing or email triggers tied to wishlist behavior.

Assessment: The comparison dataset lacks explicit security disclosures—merchants should request privacy and security documentation during evaluation.

Scalability & Enterprise Readiness

• Swish:
  • Explicit Plus tier with dedicated support and headless/ Hydrogen compatibility indicates enterprise readiness. Unlimited wishlists and sessions are important for stores with high traffic.
• Curaboard:
  • Enterprise features are not detailed. The global wishlist concept is scalable in theory, but merchants should confirm performance at scale and whether dedicated support is available.

Assessment: Swish more explicitly supports enterprise use cases; Curaboard requires further vetting for high-volume stores.

Marketing Impact & Conversion Potential

Both apps aim to increase conversion and re-engagement, but they approach the goal differently.

• Swish:
  • Converts wishlist signals into personalized notifications and marketing campaigns (with Klaviyo integration), helping to move wishlisted items toward purchase. Analytics enable merchants to prioritize stock and promotions based on wishlist popularity.
• Curaboard:
  • Increases discovery via social sharing and global wishlists, which can drive new sessions and referral traffic. Price and stock change alerts help capture intent.

Expected outcomes:

• Swish is likely to deliver uplift in conversion rate from returning visitors and targeted remarketing.
• Curaboard may increase referral traffic and discovery but may require complementary marketing processes to fully convert that traffic.

Use Cases: Which App Fits Which Merchant

Below are pragmatic recommendations to help merchants choose based on business needs.

• Merchants who want fast, brand-aligned, on-site wishlist experiences with robust analytics and out-of-the-box marketing integrations:
  • Swish is a strong match. The included setup and higher review count make it reliable for stores seeking minimal friction.
• Merchants prioritizing social discovery, shared boards, and cross-site wishlist exposure:
  • Curaboard’s social-sharing and global wishlist features align well with discovery-focused brands, especially those targeting social shopping behaviors.
• Large brands or headless implementations:
  • Swish’s explicit headless and Plus-level support make it a safer choice for enterprise or complex architectures.
• Merchants testing social-driven growth with no immediate need for deep analytics:
  • Curaboard could be explored, but merchants should conduct pilot tests and verify performance and data access.

Migration & Exit Considerations

When selecting a wishlist solution, plan for potential future changes.

Key migration questions to ask vendors:

• Can wishlists and user signals be exported in bulk (CSV, JSON) with mappings to product SKUs and customer IDs?
• What happens to wishlists if the app is uninstalled — are the lists retained or removed from storefront?
• Are there APIs available to sync wishlist data with CRM or email platforms prior to migration?

General advice:

• Prefer apps that provide transparent export tools and documented APIs.
• Keep a backup of wishlists and associated metadata before making platform changes.

Pros & Cons Summary

Swish (formerly Wishlist King)

• Pros:
  • High review count and perfect rating (272 reviews, 5.0) indicate reliability.
  • Free setup and customization across plans reduces implementation friction.
  • Strong integrations (Klaviyo, GA4, Meta) and headless support.
  • Enterprise readiness with Plus plan and dedicated onboarding.
• Cons:
  • Focused primarily on wishlist functionality — merchants will still require separate tools for loyalty, reviews, and referrals.
  • Subscription costs scale with Shopify plan tiers; merchants that want multiple retention capabilities may need additional apps.

Curaboard

• Pros:
  • Emphasis on social sharing and global wishlist networks for discovery.
  • Ghost account tracking captures intent from non-logged-in users.
  • Built-in notifications for stock and price changes.
• Cons:
  • No public reviews in provided data — less social proof.
  • Pricing and onboarding details unclear in the dataset.
  • Less explicit martech integration coverage and enterprise support signals.

Final Comparison Notes

Both tools aim to increase engagement and capture purchase intent, but they target different parts of the shopper journey. Swish is a mature, inside-the-funnel wishlist tool optimized for conversion via marketing integrations and analytics. Curaboard focuses on external discovery and social sharing, which can be valuable for viral and referral-driven growth but requires careful testing to measure direct revenue impact.

Merchants should prioritize the specific outcomes they need: in-store conversion uplift and actionable analytics (Swish) versus discovery and social-driven exposure (Curaboard).

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

Choosing one specialized app often leads to a growing stack: a wishlist tool here, a loyalty app there, a reviews plugin elsewhere. This creates "app fatigue" — the cost, complexity, and maintenance overhead that come with managing many single-purpose tools.

What is App Fatigue?

App fatigue is the accumulation of friction from multiple vendor relationships, billing lines, and integration points. Symptoms include:

• Fragmented customer data spread across different services.
• Increased engineering and maintenance time for custom integrations.
• Slower experiments and longer time-to-value due to coordination overhead.
• Rising subscription costs as more specialized tools are added.

App fatigue erodes retention-focused outcomes like repeat purchase rate and lifetime value because teams spend more time integrating tools than optimizing customer experiences.

Why an Integrated Approach Reduces Friction

Consolidating wishlist, loyalty, referral, and reviews functionality into a single platform reduces the number of vendors, centralizes customer data, and simplifies both experimentation and reporting. Instead of stitching signals from wishlists into a separate loyalty program, an integrated product can orchestrate reward triggers and review requests directly from wishlist actions.

Growave: "More Growth, Less Stack"

Growave is presented as an integrated retention platform that combines wishlist capabilities with loyalty, referrals, reviews, and VIP tiers. The value proposition centers on reducing tool sprawl while increasing retention and lifetime value through a coordinated set of retention features.

Key advantages of this integrated approach:

• Unified customer profiles: Wishlist actions, earned rewards, and review history live in the same system.
• Built-in triggers and automations: Wishlist events can directly influence loyalty points, referral campaigns, or review requests without custom middleware.
• Simplified vendor management: One app to maintain, one billing relationship, and one integration surface for support.

Merchants exploring a consolidated retention platform can evaluate pricing tiers and deployment options on Growave’s pricing page. Consolidating tools is especially beneficial for teams that want to scale retention efforts without expanding the technical or vendor management burden.

How Growave Covers the Same Needs

• Wishlist functionality:
  • Wishlists are one component of a broader retention suite, so they are designed to work alongside loyalty and review features, turning intent into repeat purchase incentives.
• Loyalty & Rewards:
  • Merchants can run point-based programs, VIP tiers, and custom reward actions that directly leverage wishlist and purchase signals to drive repeat purchases. See how merchants create loyalty and rewards that drive repeat purchases.
• Reviews & UGC:
  • Integrated review flows help collect post-purchase content and surface it at point of sale, with wishlist data informing which products to prioritize for review outreach. Merchants can learn to collect and showcase authentic reviews.
• Plus and enterprise readiness:
  • For merchants on enterprise plans or headless architectures, Growave offers tailored capabilities and integrations for high-growth brands. See solutions for brands scaling retention on Plus stores.
• Real customer outcomes:
  • To understand how teams use a consolidated platform to scale retention programs and reduce tool clutter, merchants can browse customer stories from brands scaling retention.

Integration Points and Technical Fit

Growave integrates with many common Shopify tools and marketing platforms, reducing the need for manual data flows:

• Works with checkout, Shopify POS, customer accounts, and popular marketing integrations like Klaviyo and Omnisend.
• Headless capabilities and checkout extensions are available on higher tiers, supporting enterprise use cases.

Merchants who want to compare installing a single retention platform vs. multiple point solutions can see the app listing and install options for Growave on the Shopify App Store by visiting the listing for installing an all-in-one retention platform.

Example Outcomes from Consolidation

• Faster experiments: Launch a wishlist-to-reward funnel without building middleware.
• Better attribution: Tie a loyalty redemption back to the original wishlist action for clearer ROI tracking.
• Reduced churn of vendors: Fewer subscriptions and faster vendor support cycles.

Try Before Committing

Merchants who want to evaluate the integrated option can schedule a walkthrough to see how a single platform coordinates wishlist, loyalty, and reviews. Book a personalized demo to see how an integrated stack improves retention. (This is a direct call to action to schedule a demo.)

Pricing & Deployment Considerations

For merchants assessing value, compare the aggregate cost of multiple single-purpose subscriptions with a single integrated platform. Growave’s pricing tiers are documented for merchants who want to analyze cost against expected uplift and order counts. A direct look at pricing can clarify whether consolidation offers a better value-for-money proposition than combining several apps.

Merchants can evaluate specific plans and the available free trial by visiting the pricing page to see which tier aligns with expected monthly orders and required features.

Implementation Checklist When Choosing Between Standalone and Integrated Solutions

When evaluating wishlist options and considering consolidation, use this checklist to reduce risk.

• Define the primary outcome:
  • Is the objective discovery, conversion, retention, or a mix?
• Map required integrations:
  • Which email, analytics, and commerce flows must wishlist events trigger?
• Calculate total ownership cost:
  • Estimate combined subscriptions, implementation time, and maintenance overhead.
• Validate data portability:
  • Confirm exportability and API access before committing.
• Pilot and measure:
  • Run a time-boxed trial to measure KPIs like wishlist-to-order conversion and repeat purchase lift.

A single platform can simplify many of these steps, because cross-feature orchestration and shared data models eliminate the need for stitching disparate tools together.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Curaboard, the decision comes down to priorities: Swish is a strong choice for stores that want a polished, well-reviewed wishlist solution with deep integrations, free setup, and enterprise support. Curaboard offers a social and discovery-oriented approach through shared boards and global wishlist functionality, which may suit brands focused on social traffic and collaborative shopping.

However, merchants should also consider whether a single-purpose wishlist app will create tool sprawl over time. An integrated retention suite that combines wishlists with loyalty, reviews, and referrals can reduce operational complexity and improve customer lifetime value. Growave’s "More Growth, Less Stack" approach is built to consolidate those retention needs into one platform, letting wishlist signals directly influence loyalty programs and review requests for a cohesive retention strategy. Compare plans and see whether consolidation improves long-term value on the pricing page.

Start a 14-day free trial to see how a unified retention stack accelerates growth. (This is a direct call to action to begin a trial.)

FAQ

What are the core differences between Swish and Curaboard?

• Swish focuses on a brand-aligned, in-store wishlist experience with advanced analytics, free setup, and integrations for marketing automation. Curaboard focuses on social sharing and global wishlist networks, helping products gain visibility across shared boards. The right choice depends on whether the primary goal is conversion and owned-channel remarketing (Swish) or social discovery and shared exposure (Curaboard).

How does merchant support and onboarding compare?

• Swish explicitly offers free setup and onboarding on all plans, with white-glove services and dedicated account management for Plus merchants. Curaboard’s onboarding and support terms are not detailed in the provided dataset; merchants should request explicit support SLAs before committing.

Which option offers better long-term value?

• Value depends on strategic priorities. Swish provides a predictable pricing structure, integrated marketing tools, and strong reviews, which can reduce implementation costs. Curaboard’s social reach may be valuable for discovery, but its ROI needs to be validated against pricing and support levels. Consider whether consolidating wishlist with loyalty and reviews via an integrated platform offers a better value-for-money for retention outcomes.

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

• An all-in-one platform reduces vendor overhead, centralizes customer data, and enables direct orchestration between wishlists, loyalty, referrals, and reviews. This can accelerate experiments and improve customer lifetime value compared with maintaining multiple specialized apps. For merchants evaluating consolidation, check integration depth, pricing tiers, and whether the platform supports enterprise needs and exports. Merchants can review real customer case studies to assess how consolidation reduces app fatigue and improves retention programs.