Swish (formerly Wishlist King) vs. Fish Wishlist & Quote Request: An In-Depth Comparison

Introduction

Navigating the Shopify app ecosystem to find tools that genuinely enhance the customer experience and drive growth can be a complex task for merchants. The sheer volume of options, each promising specific benefits, often leads to analysis paralysis. Merchants seek solutions that integrate seamlessly, offer tangible value, and align with their operational needs without adding unnecessary overhead. Understanding the nuances between seemingly similar apps is crucial for making an informed decision that supports long-term business objectives.

Short answer: Swish (formerly Wishlist King) excels as a dedicated wishlist solution focused on D2C customer engagement and advanced analytics, ideal for brands prioritizing a refined shopping journey. Fish Wishlist & Quote Request, conversely, broadens its utility by integrating B2B functionalities like quote requests and POS support, catering to a wider range of business models including wholesale. While both offer robust wishlist features, their differentiating capabilities point towards distinct merchant needs, highlighting how a comprehensive platform might reduce operational complexities.

This comparison aims to provide a detailed, objective analysis of Swish (formerly Wishlist King) and Fish Wishlist & Quote Request. By examining their core features, customization options, pricing models, integration capabilities, and ideal use cases, this exploration seeks to empower Shopify merchants with the insights needed to select the app that best fits their unique store requirements and strategic goals.

Swish (formerly Wishlist King) vs. Fish Wishlist & Quote Request: At a Glance

Deep Dive Comparison

Core Features and Workflows

Both Swish (formerly Wishlist King) and Fish Wishlist & Quote Request offer foundational wishlist capabilities, allowing customers to save products for later. However, their approaches and extended feature sets diverge significantly, catering to different merchant priorities.

Swish focuses intently on refining the customer's shopping journey through a robust D2C wishlist experience. Its primary offering includes the ability for customers to wishlist items at any point, coupled with personalized and automated notifications designed to prompt conversion. The emphasis is on understanding customer intent and facilitating follow-up. For instance, Swish enables merchants to trigger emails when an item on a wishlist goes on sale or is back in stock, directly addressing potential purchase barriers and nurturing interest over time. This targeted engagement aims to reactivate dormant interest and increase sales by presenting the right product at the optimal moment.

Fish Wishlist & Quote Request, while providing a solid wishlist foundation, extends its functionality into more specialized areas, particularly for B2B and omnichannel retail. Its "Express Wishlist" promises quick setup, ensuring merchants can deploy the core feature rapidly. Beyond the standard wishlist, Fish integrates a crucial "Request a Quote" function, which is invaluable for B2B stores needing custom pricing for bulk orders or specialized products. This feature, combined with B2B pricing and draft order integration, positions Fish as a more comprehensive tool for wholesale operations. Furthermore, its integration with Shopify POS allows for managing wishlists, purchase history, and abandoned carts directly from physical retail points, creating a more cohesive omnichannel experience for businesses that operate both online and offline. The app also supports social proof widgets and sharing capabilities, designed to amplify product visibility and leverage peer recommendations.

Customization and Theming Integration

A seamless aesthetic integration with a Shopify store’s existing theme is paramount for maintaining brand consistency and a professional user experience. Both apps address this, though with slightly different approaches.

Swish (formerly Wishlist King) explicitly highlights its "free setup & customisation service across all plans." This hands-on approach ensures that the wishlist functionality not only integrates with all themes but also seamlessly matches the store's aesthetic. This service commitment implies a higher degree of bespoke tailoring, reducing the burden on merchants to handle complex CSS or theme modifications themselves. For brands that prioritize a perfectly branded experience without technical heavy lifting, this service offers significant value. The description further states that this service "ensures everything looks and works perfectly," suggesting a commitment to quality and visual harmony.

Fish Wishlist & Quote Request emphasizes "extensive options to create an omnichannel custom wishlist shopping experience." While it also offers a "White Glove Installation" service by its team, it appears to be an optional add-on rather than a standard inclusion across all plans as described for Swish. The implication is that merchants have a high degree of control over customization, likely through settings and configurations within the app, to tailor the look and feel. For merchants with internal development resources or a clear vision for customization, this flexibility can be an advantage. The "get up and running in minutes" claim also suggests that the default settings are designed for quick deployment, perhaps sacrificing some initial granular customization for speed.

Pricing Structure and Value Proposition

Understanding the pricing models and the value they deliver is essential for budget-conscious merchants. The two apps employ distinct strategies.

Swish (formerly Wishlist King) adopts a pricing model directly tied to the merchant's Shopify plan. It offers tiers for Basic Shopify ($19/month), Shopify ($29/month), Advanced Shopify ($49/month), and Shopify Plus ($99/month). A key aspect of Swish's pricing across all plans (excluding Plus exclusives) is the inclusion of "all features," "free setup and onboarding," "unlimited wishlists & saved items," and "unlimited sessions." This structure provides clear feature parity for all non-Plus users, ensuring that as a store grows and upgrades its Shopify plan, the wishlist functionality remains consistent and fully-featured. For Shopify Plus users, there are additional benefits such as "free white glove onboarding," "priority support," and a "dedicated account manager," acknowledging the higher operational complexity and support needs of enterprise-level stores, including support for Hydrogen & headless stacks. This approach offers a clear view of total retention-stack costs for merchants on their respective Shopify plans.

Fish Wishlist & Quote Request offers a more feature-segmented pricing model, starting with a Free "Starter Wishlist" plan. This free tier supports up to 100 customers and includes Shopify Flow Triggers and Klaviyo Integration, making it an accessible entry point for new or smaller stores to try the core wishlist functionality. The "Lightning" plan at $40/month removes the customer limit, offering "unlimited wishlists," "free migration from other apps," "Checkout Upsell &> Account Page Extension," and tracking for "Previously Purchased & Abandoned Cart." This plan seems designed for growing D2C stores needing more robust features. The "Trade" plan at $90/month is specifically "Designed for B2B," adding the critical "Request a Quote function," "Create Draft Orders from Wishlist," "Auto Invoicing," and a "Quantity Picker on Wishlist." This tiered approach allows merchants to select a plan based on their specific feature requirements, particularly beneficial for those who need B2B capabilities. Comparing plan fit against retention goals, Fish offers more granular control over features, while Swish offers a consistent, comprehensive wishlist experience scaling with Shopify's platform tiers.

Integrations and Ecosystem Fit

The ability of a Shopify app to integrate smoothly with other tools in a merchant's tech stack is crucial for efficient operations and a unified customer experience.

Swish (formerly Wishlist King) highlights integrations with key marketing and analytics platforms. Its native integrations with Klaviyo, GA4 (Google Analytics 4), and Meta are available "out of the box." These integrations are vital for D2C brands, allowing for sophisticated segmentation, retargeting campaigns, and granular analysis of wishlist engagement data. For instance, Klaviyo integration means merchants can use wishlist data to trigger highly personalized email flows, such as reminders for items on sale or low stock. GA4 and Meta integrations provide valuable insights into customer behavior, allowing for more effective ad spend and a deeper understanding of the customer journey. Swish also "Works With" Checkout, Hydrogen, Markets, Customer Accounts, Search, and Recommendations, indicating broad compatibility within the Shopify ecosystem, including advanced storefronts like Hydrogen.

Fish Wishlist & Quote Request also integrates with essential platforms, notably Klaviyo, allowing for similar marketing automation opportunities. However, its integration ecosystem extends significantly into operational areas. Its strong compatibility with Shopify POS, Shopify Flow, Flow Checkout Extensibility, and Draft Orders underscores its utility for businesses with diverse operational needs. Shopify POS integration means that a customer’s wishlist can potentially be accessed or even modified during an in-store visit, bridging online and offline channels. Shopify Flow Triggers enable merchants to automate workflows based on wishlist events, enhancing operational efficiency. The direct integration with Draft Orders is particularly powerful for B2B, streamlining the creation of custom orders directly from quote requests or wishlists, thereby reducing manual effort. This range of integrations supports both marketing and sales operations, especially for multi-channel businesses, offering a clearer path to sustainable growth.

Specialized Use Cases: B2B and POS

This is where the two apps exhibit their most significant divergence in specialization.

Swish (formerly Wishlist King) is fundamentally a D2C-focused wishlist application. Its feature set—personalized notifications, advanced analytics, and aesthetic customization—is designed to enhance the individual shopper's journey, improve conversion rates, and build loyalty in a direct-to-consumer context. While it offers robust engagement tools, it does not explicitly provide features for wholesale pricing, quote requests, or direct integration with back-office B2B workflows. Its strength lies in deep customer insight and engagement for the end consumer.

Fish Wishlist & Quote Request clearly carves out a niche in the B2B and omnichannel space. The inclusion of a "Request a Quote function," "B2B pricing," and "Draft Order Integration" makes it a compelling solution for merchants operating a wholesale arm alongside their retail business, or for those who are exclusively B2B. These features are critical for managing complex pricing structures, custom orders, and streamlining the often-manual process of B2B sales. Moreover, its robust integration with Shopify POS is a major differentiator. This allows businesses with physical retail locations to leverage wishlist data, manage purchase history, and even address abandoned carts directly at the point of sale, creating a unified customer profile across all touchpoints. This level of operational integration is not specified in Swish's description, making Fish a stronger contender for hybrid or B2B-heavy Shopify setups.

Analytics and Data Insights

The ability to derive actionable insights from customer behavior is vital for optimizing store performance and marketing efforts.

Swish (formerly Wishlist King) explicitly touts "meaningful insights with advanced analytics and wishlist curation." This suggests that the app provides dashboards or reporting tools that allow merchants to understand what products are most wishlisted, trends in customer saving behavior, and perhaps the conversion rates of wishlist-driven notifications. Such data is invaluable for inventory planning, identifying popular products, and refining marketing strategies to capitalize on expressed customer interest. The integration with GA4 further enhances this by allowing wishlist data to be fed into a broader analytics framework, enabling more sophisticated cross-channel analysis of customer journeys and campaign performance.

For Fish Wishlist & Quote Request, the description mentions "Previously Purchased & Abandoned Cart" tracking as part of its Lightning plan, which implies a level of data collection for customer behavior. While "social proof widgets" aim to boost sales, the explicit mention of "advanced analytics and wishlist curation" found in Swish's description is not as detailed for Fish. Fish's analytics capabilities appear more focused on operational data related to B2B quotes and historical customer activity rather than deep D2C wishlist engagement analysis. Merchants whose primary goal is to dissect and act upon granular wishlist behavior might find Swish's offerings more aligned with their needs.

Support and Onboarding

The quality of support and ease of initial setup can significantly impact a merchant's experience with any new app.

Swish (formerly Wishlist King) prides itself on a hands-on approach to merchant success. It offers "free setup and onboarding" across all plans, ensuring merchants can get started without additional costs or technical hurdles. For Shopify Plus clients, this escalates to "free white glove onboarding," "priority support," and a "dedicated account manager." This tiered support structure indicates a commitment to assisting merchants at every stage, providing peace of mind, especially for complex integrations or troubleshooting. The "same great team and product" mentioned in its description suggests a consistent and reliable support experience.

Fish Wishlist & Quote Request highlights its "2 Minute Setup" for the Starter Wishlist plan and states "Get up and running in minutes," suggesting a user-friendly interface and straightforward initial configuration. It also offers "White Glove Installation available by our team," indicating that expert assistance for setup and customization is an option, though it is not specified if this is a free service across all plans or a premium offering. While speed of setup is a clear benefit, the level of ongoing support, especially for higher tiers or complex B2B functionalities, is less explicitly detailed than Swish's comprehensive support guarantees. The lower review count for Fish (7 reviews) compared to Swish (272 reviews) might also suggest a smaller user base or a newer product, which could influence support response times, though the 5-star rating for both indicates high satisfaction among their respective user groups.

Performance, Compatibility, and Operational Overhead

App performance and compatibility are critical for maintaining a fast, reliable, and scalable Shopify store. Operational overhead refers to the effort required to manage, maintain, and integrate an app within the broader tech stack.

Swish (formerly Wishlist King) emphasizes compatibility with "all themes" and explicitly supports "Hydrogen & headless stacks" for Shopify Plus users. This commitment to modern storefront architectures is vital for high-growth and enterprise brands that require maximum flexibility and performance. The developer's focus on a single core function—wishlists—suggests that the app is likely optimized for that purpose, aiming for minimal impact on page load times. The free setup and customization service also contributes to reducing operational overhead by offloading initial configuration tasks from the merchant. Ongoing management would primarily involve leveraging its analytics and notification features.

Fish Wishlist & Quote Request boasts an "Express Wishlist" for "Lightning Fast Wishlist" functionality. While specific technical details on performance optimization are not provided, this claim suggests an emphasis on speed and efficiency. Its broad compatibility, including Shopify POS, Shopify Flow, and Flow Checkout Extensibility, indicates it is built to integrate deeply within various Shopify environments. For merchants managing B2B operations, the streamlined workflow for quote requests and draft orders can significantly reduce manual operational overhead, even if it introduces additional features to manage within the app itself. The multi-language and multi-currency support (Markets) also reduces complexity for international operations, consolidating features that might otherwise require separate solutions.

Ultimately, both apps aim to be performant, but their impact on overall operational overhead varies based on a merchant's specific needs. Swish streamlines the D2C wishlist experience, minimizing setup and ensuring aesthetic consistency. Fish offers operational efficiencies for B2B and omnichannel, potentially reducing manual processes across different sales channels. Merchants should consider their store's architecture, internationalization needs, and the complexity of their sales models when evaluating performance and overhead.

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

The detailed comparison of Swish (formerly Wishlist King) and Fish Wishlist & Quote Request highlights a common challenge for Shopify merchants: the inherent trade-off between specialized tools. While each app excels in its chosen niche—Swish for refined D2C wishlist engagement and Fish for integrated B2B and omnichannel functionalities—relying on multiple single-purpose apps can lead to significant "app fatigue."

App fatigue manifests in several critical ways that can impede growth and operational efficiency. First, tool sprawl: managing numerous individual apps means different interfaces, separate logins, and a fragmented approach to customer data. Second, data silos: customer information, loyalty points, review submissions, and wishlist activity often reside in disparate systems, making it difficult to gain a holistic view of the customer journey or execute unified marketing campaigns. Third, integration overhead: ensuring that all these apps communicate effectively, maintaining their compatibility through updates, and troubleshooting conflicts consumes valuable time and resources. Fourth, inconsistent customer experience: different app UIs and functionalities can lead to a disjointed and confusing experience for shoppers. Finally, stacked costs: the cumulative expense of multiple subscriptions can quickly escalate, often exceeding the value gained from individual features.

This is where Growave's "More Growth, Less Stack" philosophy offers a compelling alternative. Growave is designed as an integrated retention platform that consolidates essential growth tools into a single, unified suite. By combining Loyalty and Rewards, Referrals, Reviews & User-Generated Content (UGC), and Wishlist functionalities, Growave directly addresses the problems of app sprawl and data fragmentation. Merchants can manage various aspects of customer engagement—from enticing repeat purchases with loyalty points and rewards designed to lift repeat purchases to building trust through collecting and showcasing authentic customer reviews—all from one dashboard. This integration simplifies operations, reduces the likelihood of data silos, and fosters a more consistent customer experience.

For merchants seeking to enhance their customer lifetime value without the complexities of managing numerous separate applications, an all-in-one solution provides a distinct advantage. Growave’s platform empowers businesses to build comprehensive loyalty programs that keep customers coming back by offering VIP tiers and rewards that truly incentivize engagement. The ability to streamline UGC workflows that keep product pages credible means businesses can effectively leverage social proof to drive conversions, all while maintaining a consistent brand voice across all touchpoints. This holistic approach ensures that every interaction, from browsing wishlisted items to earning loyalty points, contributes to a cohesive and valuable customer journey.

Growave also offers robust support for businesses at various stages of growth, including those on Shopify Plus. Its capabilities designed for Shopify Plus scaling needs mean that enterprise-level stores can leverage advanced features and dedicated support without compromising performance or flexibility. Whether a business requires custom reward actions or headless commerce support, Growave provides features aligned with enterprise retention requirements. This comprehensive nature allows merchants to scale their retention strategies confidently, ensuring that their tools grow with their business rather than becoming a bottleneck.

Furthermore, an integrated platform often provides better value by consolidating costs. Instead of paying for individual subscriptions to a wishlist app, a reviews app, and a loyalty app, merchants can subscribe to one platform that covers all these functionalities. This not only leads to a clearer view of total retention-stack costs but also simplifies budget management. Merchants can explore a pricing structure that scales as order volume grows, ensuring that their investment aligns with their business's actual usage and growth trajectory. This helps in mapping costs to retention outcomes over time, optimizing marketing spend for maximum impact. When comparing plan fit against retention goals, an all-in-one solution frequently presents a more economically sound and strategically aligned choice for long-term growth. Merchants can also gain confidence by checking merchant feedback and app-store performance signals to see how an integrated platform is valued by other Shopify stores.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Fish Wishlist & Quote Request, the decision comes down to their specific operational model and primary customer engagement focus. Swish stands out as a dedicated, highly refined wishlist solution for D2C brands, excelling in aesthetic integration, personalized customer engagement through notifications, and advanced analytics for customer journey optimization. Its free setup and robust support, particularly for Shopify Plus, make it a strong contender for businesses prioritizing a seamless, data-driven wishlist experience within a direct-to-consumer context.

Fish Wishlist & Quote Request, conversely, offers a broader utility, especially for businesses with B2B or wholesale components, or those that operate across multiple channels including physical retail. Its unique "Request a Quote" functionality, B2B pricing, draft order integration, and Shopify POS compatibility extend its value beyond a simple wishlist app. For merchants needing to bridge their online store with wholesale operations and in-store experiences, Fish provides a more integrated solution for these specific use cases. The decision hinges on whether a merchant's core needs lean towards deep D2C engagement with robust analytics or a more expansive operational tool that accommodates diverse business models.

However, beyond the choice between these specialized apps lies a strategic consideration: the long-term impact of app sprawl on a Shopify store's growth and efficiency. While both Swish and Fish offer valuable features within their niches, relying on a multitude of single-function tools can lead to fragmented data, increased operational complexity, and a disjointed customer experience. An integrated solution, such as Growave, presents an alternative by consolidating essential retention features—including loyalty programs, customer reviews, referrals, and wishlists—into a single platform. This holistic approach helps merchants reduce management overhead, ensure data consistency, and deliver a more cohesive experience across all customer touchpoints. By verifying compatibility details in the official app listing, merchants can understand how such a comprehensive platform streamlines their tech stack and supports various growth objectives. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

What is the primary difference between Swish (formerly Wishlist King) and Fish Wishlist & Quote Request?

The primary difference lies in their specialized feature sets. Swish focuses on a robust, D2C-centric wishlist experience with strong emphasis on aesthetic integration, personalized customer notifications, and advanced analytics for engagement. Fish Wishlist & Quote Request extends its functionality to include B2B-specific features like "Request a Quote," B2B pricing, and draft order integration, alongside Shopify POS compatibility for omnichannel businesses.

Which app is better for B2B Shopify stores?

For B2B Shopify stores or those with significant wholesale operations, Fish Wishlist & Quote Request is generally better suited. Its "Request a Quote" function, B2B pricing, and integration with draft orders and Shopify Flow are specifically designed to streamline B2B sales processes and manage custom pricing, which are not explicit offerings of Swish (formerly Wishlist King).

Does either app offer a free plan?

Yes, Fish Wishlist & Quote Request offers a Free "Starter Wishlist" plan, which includes features for up to 100 customers, Shopify Flow Triggers, and Klaviyo Integration. Swish (formerly Wishlist King) does not offer a free plan but provides a free setup and onboarding service across all its paid tiers.

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

An all-in-one platform, such as Growave, offers a consolidated suite of features (e.g., loyalty, reviews, wishlists) within a single application. This reduces app fatigue by centralizing management, preventing data silos, and providing a unified customer experience. Specialized apps, like Swish or Fish Wishlist, excel in their singular focus but require merchants to integrate multiple tools, potentially leading to increased operational overhead and fragmented customer data across different systems. The choice depends on a merchant's preference for specialized depth versus integrated breadth.