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

Introduction

Choosing the right wishlist app for a Shopify store can feel like splitting hairs: both promise to turn interest into future purchases, but differences in features, integrations, pricing, and support determine whether a wishlist becomes a growth lever or another piece of maintenance overhead. This comparison looks at two wishlist-focused apps—Swish (formerly Wishlist King) and Folio: Wishlist—so merchants can make an informed choice based on real functional differences and business needs.

Short answer: Swish (formerly Wishlist King) is a polished, higher-rated wishlist platform built for merchants who want robust customisation, analytics, and enterprise-ready integrations; Folio: Wishlist is a lower-cost, simple wishlist option for merchants who prioritize lightweight functionality. For merchants who want to reduce tool sprawl and drive retention across loyalty, reviews, referrals, and wishlists, an integrated retention suite like Growave is often better value for money than stacking several single-purpose apps.

This post provides a feature-by-feature comparison of Swish and Folio, examines pricing and support trade-offs, outlines target use cases, and then explains why a unified retention platform can be a strategic alternative for merchants tired of juggling multiple single-point solutions.

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

Why This Comparison Matters

Merchants often add a wishlist app to recapture intent from undecided shoppers, run wishlist-based marketing (abandoned wishlist emails), and learn which products generate interest. But not all wishlist apps are the same: differences in analytics, notifications, integrations, and implementation effort change the business outcomes. This comparison evaluates practical merchant outcomes: conversion lift, retention lift, time-to-value, maintenance overhead, and platform scalability.

Feature-by-Feature Comparison

Core Wishlist Functionality

Swish (formerly Wishlist King)

Swish offers a full wishlist experience designed for various shopping journeys. Core capabilities include unlimited wishlists and saved items across sessions, guest wishlist support, wishlist sharing, and wishlist curation. The product emphasizes seamless theme integration and customisation, meaning the wishlist can match a store’s aesthetics and behave consistently across pages (product pages, collection pages, cart, etc.).

Notable additions include automated, personalised wishlist notifications (email or remarketing triggers) and advanced analytics that let merchants identify high-interest SKUs and wishlist trends.

Practical outcome: merchants can capture intent across sessions and follow up with personalised messages, increasing the probability of conversion when stock or price changes occur.

Folio: Wishlist

Folio covers essential wishlist capabilities: add-to-wishlist, customizable button style and text, shareable lists, guest wishlist options, and a basic dashboard showing wishlist activity. The Premium plan unlocks unlimited wishlists and wishlist icons on collection pages.

Practical outcome: Folio delivers the basics for stores that want a visual “save for later” function and a lightweight dashboard, but it lacks deeper automation and out-of-the-box marketing integrations.

Analytics & Reporting

Swish (formerly Wishlist King)

Analytics are a clear strength for Swish. The app provides advanced wishlist curation tools and analytics that reveal which products are frequently wishlisted, wishlist abandonment signals, and segmentation possibilities. This data can be exported or integrated with Google Analytics 4 and Klaviyo for deeper analysis and targeted campaigns.

Why it matters: actionable analytics let merchants prioritize inventory, identify demand before a sale, and orchestrate wishlist-based campaigns that drive conversion at the optimal moment.

Folio: Wishlist

Folio advertises a dashboard that provides an overview of wishlist growth and customer behavior. The offering appears basic and focused on counts and lists rather than deep segmentation or e-commerce analytics exports. There are no explicit mentions of GA4 or Klaviyo integrations in the app description.

Why it matters: merchants who want to build personalized email flows from wishlist events may face more manual work or limited options compared with Swish.

Email & Automation (Wishlist Follow-up)

Swish (formerly Wishlist King)

Swish highlights personalised and automated wishlist notifications. It also advertises native integrations with Klaviyo and Meta, enabling automated email flows and retargeting based on wishlist activity. This reduces manual campaign setup and makes wishlist events actionable.

Practical impact: automated notifications translate indicated interest into purchase through scarcity alerts, price-drop messages, and stock reminders—features that reliably lift conversion when implemented correctly.

Folio: Wishlist

Folio's description emphasizes that wishlists can be used for email marketing, but it does not list built-in integrations with major ESPs. Merchants may need to export data or use custom scripts to trigger automated flows externally.

Practical impact: the absence of native automation limits immediate merchant ability to turn wishlist interest into triggered communications without extra work.

Integrations & Compatibility

Swish (formerly Wishlist King)

Swish lists compatibility with Checkout, Hydrogen, Klaviyo, Customer Accounts, Search Recommendations, GA4, and Meta. Higher-tier plans include headless stacks and Shopify Plus exclusives. Broad compatibility with popular commerce and marketing platforms is a key differentiator.

Why integrations matter: direct integrations reduce engineering overhead, speed time-to-value, and enable richer marketing and analytics workflows.

Folio: Wishlist

Folio’s integrations are not specified in the provided description. The app works within standard Shopify storefronts but lacks advertised integrations with ESPs, analytics platforms, or headless setups.

Why this matters: fewer integrations increase the chance of manual processes and limit advanced marketing use cases.

Customization & UX

Swish (formerly Wishlist King)

Swish emphasises full customisation and free setup/customisation across all plans. This covers matching the look-and-feel, adjusting button placement, and ensuring consistent behavior across themes. Swish’s plus plan includes white glove onboarding and a dedicated account manager for enterprise merchants.

Merchant benefit: consistent, well-designed UI reduces friction and aligns the wishlist with brand design and UX, improving adoption rates among shoppers.

Folio: Wishlist

Folio supports customizable buttons (color/text) and basic UI controls. This level of customization is sufficient for basic brand alignment but may be limited for stores that want more advanced UI behaviors or custom flows.

Merchant benefit: enough customization for small stores without complex design needs; less support for custom engineering.

Mobile & Performance

Swish (formerly Wishlist King)

Swish claims theme integration and cross-page compatibility, which usually extends to responsive behavior on mobile devices. Because Swish is positioned for professional merchants, its performance optimizations and code quality are likely prioritised to avoid slowing page load—especially on product pages where speed matters most.

Merchant impact: a well-implemented wishlist that doesn’t degrade performance helps preserve SEO and conversion rates.

Folio: Wishlist

Folio does not present performance-specific claims. Lightweight wishlist features typically have a small bundle size, which can be positive for performance. However, lack of guarantees about script size, lazy loading, and asynchronous behavior could make performance outcomes variable.

Merchant impact: small stores may not notice a difference, but merchants focused on speed and CRO should request performance metrics or test on a staging site.

Headless & Enterprise Readiness

Swish (formerly Wishlist King)

Swish explicitly supports Hydrogen and headless stacks, and offers a Shopify Plus plan with white glove onboarding, priority support, and a dedicated account manager. This demonstrates readiness for enterprise requirements, including custom build support and higher-touch service.

Merchant impact: enterprises and developers using headless architectures will find Swish easier to integrate and support.

Folio: Wishlist

Folio’s offering appears targeted at standard Shopify storefronts; there’s no mention of headless or Plus-specific support.

Merchant impact: brands using custom storefronts or seeking enterprise SLAs may find Folio insufficient.

Security, Data & Privacy

Both apps operate within Shopify’s app ecosystem and must follow platform rules. Swish’s integrations with analytics and marketing platforms indicate data flows to third parties; merchants should confirm data processing agreements and ensure compliance with regional privacy laws. Folio’s simpler feature set may limit data exports, but merchants should still validate data handling for guest wishlists and shared lists.

Practical checklist for merchants evaluating either app:

• Confirm where wishlist data is stored and how long it is retained.
• Ask about PII handling if wishlist records include email addresses or identifiers.
• Request details on webhook security and API access permissions.

Support & Onboarding

Swish (formerly Wishlist King)

Swish advertises free setup and customisation across all plans and white glove onboarding on Plus. The app’s higher review count (272 reviews) and 5.0 rating suggest active merchant engagement and generally positive experiences with onboarding and support.

Why support matters: fast and competent onboarding reduces time-to-value and ensures the wishlist implementation aligns with a store’s design and marketing needs.

Folio: Wishlist

Folio offers essential support but does not advertise free setup or white glove onboarding. With zero public reviews, merchant experiences with support are undocumented in the Shopify App Store record provided.

Why support matters: small or solo merchants may still be comfortable with minimal assistance, but stores with custom themes or heavier requirements may need more hands-on help.

Pricing & Value Analysis

Pricing needs to be assessed not only by monthly fee but by value for money—how much incremental revenue and retention the app drives relative to cost and maintenance.

Swish (formerly Wishlist King) Pricing Summary

• Basic Shopify: $19/month — includes all features, free setup, unlimited wishlists & saved items.
• Shopify: $29/month — same core set for stores on Shopify plan.
• Advanced Shopify: $49/month — adds higher Shopify plan compatibility.
• Shopify Plus: $99/month — includes white glove onboarding, priority support, dedicated account manager, Hydrogen & headless support.

Value analysis: Swish’s pricing starts at a mid-market level ($19/month) with consistent features across tiers and enterprise support available on Plus. For merchants prioritising strong integrations and support, Swish represents better value for money compared with very cheap single-feature alternatives because it eliminates the need for heavy custom work or external automation.

Folio: Wishlist Pricing Summary

• Basic: $6.99/month — 1000 items in wishlist, customizable button, share wishlist, guest wishlist, public wishlist count.
• Premium: $12.99/month — unlimited wishlist, unlimited items, wishlist icon on collection page.

Value analysis: Folio’s low price is attractive for small stores that only need a basic save-for-later function. However, its limited integration set, unclear support promises, and absence of advanced automation reduce long-term ROI if merchants plan to use wishlist data for targeted marketing.

Practical Pricing Decision Guide

• If wishlist functionality is a minor convenience and budget is the primary constraint, Folio offers the most affordable entry point.
• If a merchant aims to use wishlist events to trigger email flows, retarget on Meta, and analyse intent signals, Swish’s integrations and onboarding reduce hidden costs and provide better long-term return.
• For merchants who prefer fewer, integrated tools that do more than wishlist (loyalty, referrals, reviews), a combined platform can be better value for money than buying multiple single-purpose apps.

Use Cases & Recommendations

Best For Swish (formerly Wishlist King)

• Mid-market to enterprise brands that require automated wishlist notifications, Klaviyo/GA4/Meta integrations, and headless or Shopify Plus support.
• Stores that want professional onboarding and design alignment without custom engineering.
• Merchants who want actionable analytics to drive merchandising decisions and targeted email flows.

Best For Folio: Wishlist

• Small stores on a tight monthly budget that need a simple save-list feature with shareability.
• Merchants who do not currently run complex email automations and want a low-touch wishlist tool.
• Stores that prioritize minimal ongoing management and basic UI customization.

Cases Where Neither Single App Is Ideal

• Merchants who want wishlist functionality plus loyalty programs, referrals, reviews, and VIP tiers without running multiple apps.
• Brands that want consolidated customer profiles, cross-function automations (e.g., reward customers for wishlist sharing, or offer points when wishlisted items are purchased), or unified reporting across retention channels.

If the goal is to scale retention strategies beyond wishlist features, a unified platform reduces data fragmentation and maintenance.

Implementation & Migration Considerations

• Theme compatibility: test the app on a staging theme to confirm button placement and responsive behavior.
• Data export: confirm how wishlist data can be exported (CSV/webhook/API) for downstream use.
• Customer accounts: verify behavior for guest vs. logged-in users and how wishlists persist across devices.
• Migration: if moving from one wishlist provider to another, ask about migration assistance and data transfer capabilities. Swish’s free setup may include migration help; confirm scope.

Real-World Outcomes To Expect

• A well-integrated wishlist with automated notifications and good analytics typically yields conversion lift from wishlisted customers when shipping, discounts, or restocks occur.
• Simple wishlist implementations increase UX convenience but may not materially increase revenue without follow-up marketing.
• Time-to-value depends on integration: Swish merchants can often trigger Klaviyo flows quickly; Folio merchants may need extra steps.

Pricing Transparency & Review Data Context

The difference in review counts (Swish: 272 reviews, 5.0 rating; Folio: 0 reviews, 0 rating) is an important practical signal. While review volume is not the only quality metric, it indicates the level of adoption and, indirectly, the frequency of merchant feedback. Swish’s strong rating and review count suggest consistent merchant satisfaction; Folio’s zero reviews provide little public evidence on long-term performance and support responsiveness.

Merchants should consider this when choosing a partner: a robust public review history usually correlates with better support coverage and more field-tested features.

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

The Problem: App Fatigue and Fragmented Retention

Many merchants add specialised apps for singular tasks—a wishlist app here, a loyalty app there, a review widget somewhere else. Over time, the stack grows, leading to multiple challenges:

• Increased monthly costs across apps.
• Redundant or conflicting scripts that slow pages.
• Fragmented customer data across separate dashboards.
• Higher maintenance overhead for updates and integrations.
• Missed opportunities to run cross-functional campaigns (e.g., reward customers for review + wishlist actions).

This is the definition of app fatigue: diminishing returns from an ever-expanding toolset.

Why A Consolidated Approach Works Better

Consolidating retention tools into one integrated platform reduces overhead and unlocks combined strategies. A single provider that handles loyalty, referrals, wishlist, reviews, and VIP tiers makes it simpler to:

• Share customer identifiers across features to build richer profiles.
• Trigger cross-channel automations (e.g., grant points for wishlist referrals).
• Maintain consistent UX and branding without multiple theme edits.
• Centralise analytics to measure LTV, repeat purchase rate, and program ROI.

This model lowers the total cost of ownership and increases the chance that retention activities compound instead of competing.

Growave’s "More Growth, Less Stack" Value Proposition

Growave positions itself as a retention platform that combines multiple programs into a single integrated suite: Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers. The value is less about replacing a single wishlist and more about replacing the operational complexity of multiple focused apps.

• For merchants seeking to consolidate retention features and unlock cross-feature automations, Growave offers an appealing alternative to maintaining separate wishlist, loyalty, and review apps.
• The platform supports Shopify Plus and headless needs, and integrates with widely used marketing tools and ESPs.

Merchants interested in reducing tool sprawl and centralising retention can review plan options to assess fit and budget; comparing plans helps determine how many functions can be consolidated vs. kept separate.

• Compare plans and pricing to decide which combination of features meets merchant goals: consolidate retention features.
• Install and try the platform directly through the Shopify listing to evaluate store compatibility: Growave on the Shopify App Store.

How Growave Replaces Multiple Apps

Growave integrates wishlist functions alongside loyalty and referral programs so merchants can:

• Award points when customers add items to wishlists or share them.
• Reward customers for referrals that originate from wishlist shares.
• Trigger review requests or UGC campaigns for items that were wishlisted and later purchased.
• Use the same customer profile and analytics views for loyalty, wishlist, and review activity.

Instead of stitching data between apps, these actions are available natively within one platform, making cross-feature campaigns simpler to design and measure.

Integration Examples & Practical Uses

• Build a loyalty flow where wishlisting a product triggers a personalised email with a small incentive to return, using the same platform that manages points and tier status. See how to create loyalty and rewards that drive repeat purchases.
• Showcase verified reviews and UGC next to wishlisted items and below product pages to increase trust and conversion; Growave’s solutions make it easy to collect and showcase authentic reviews.
• Reference success stories and brand examples to see how integrated retention stacks work in practice: read customer stories from brands scaling retention.

The practical effect is fewer apps, fewer maintenance tasks, and unified reporting.

Technical & Operational Advantages

• Single integration point reduces the number of scripts on storefront pages and simplifies theme management.
• One dashboard for rewards, reviews, referrals, and wishlists reduces context switching.
• Built-in integrations with Klaviyo, Omnisend, Recharge, and customer service platforms streamline workflows that previously required manual linking between apps.
• Shopify Plus and headless retailers can access enterprise features for program customisation and dedicated support.

For merchants using headless stacks or high-volume operations, consolidated commercial support is a meaningful advantage.

Pricing & Plans (When Comparing Value)

Growave offers tiered plans to match store scale and feature needs:

• A free plan and a free trial are available for merchants to validate fit.
• Entry Plan – $49/month (core retention features: Loyalty & Rewards, Reviews & UGC, Referrals, Wishlist).
• Growth Plan – $199/month (advanced customisation and integrations).
• Plus Plan – $499/month (enterprise-level features, dedicated support).

Merchants evaluating whether to keep a standalone wishlist app or move to an integrated platform should weigh the total monthly cost of multiple single-purpose apps versus a single subscription that covers multiple retention channels. To evaluate plans side-by-side, review and compare the available options: compare Growave plans.

Integration Links & Resources

• For merchants that want a loyalty-first approach, Growave supports building loyalty and rewards that drive repeat purchases.
• For social proof and review needs, Growave provides tools to collect and showcase authentic reviews.
• For proof and inspiration, merchants can look at customer stories from brands scaling retention.
• Install and evaluate the app in a store environment by visiting Growave on the Shopify App Store.

Each of these areas demonstrates how combining wishlist capabilities with other retention channels makes campaigns more actionable and measurable.

How To Decide: A Practical Decision Framework

Consider these pragmatic questions to choose between Swish, Folio, or an integrated platform like Growave:

• Is the wishlist a tactical feature or part of a broader retention strategy?
  • Tactical: Folio may suffice.
  • Strategic: Swish or Growave are better fits.
• Are immediate integrations with Klaviyo, GA4, Meta, or headless environments required?
  • Yes: Swish or Growave.
  • No: Folio can work.
• What is the acceptable monthly spend when considering total retention stack costs?
  • If budgets are tight and wishlist is the only priority, Folio is affordable.
  • If consolidating tools can reduce total monthly spend and increase ROI, evaluate Growave plans.
• How important is vendor support and onboarding?
  • High: Swish’s free setup and Growave’s onboarding are valuable.
  • Low: Folio’s minimal support may be acceptable.
• Is cross-feature automation (points for wishlist activity, review triggers after wishlist purchases) important?
  • Yes: Growave provides comprehensive cross-feature automations.
  • No: Swish offers wishlist-focused automations; Folio has limited built-in automation.

Using this framework helps avoid adding tools that only partially solve a problem.

Migration & Implementation Checklist

Before installing or switching apps, run through this checklist:

• Backup current theme and test in a staging environment.
• Confirm data export/import options for wishlists and customer associations.
• Validate performance impact by checking page speed with and without the app.
• Check integration compatibility with Klaviyo, GA4, and any headless setups.
• Ask for onboarding scope: what is included in “free setup” or dedicated onboarding.
• Prepare email/marketing flows that will use wishlist triggers and confirm webhook/API behavior.
• Confirm support SLAs and escalation channels for production issues.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Folio: Wishlist, the decision comes down to scope and ambition. Swish is the better fit for brands that need robust wishlist features, strong integrations, advanced analytics, and enterprise support—backed by a high review count and top rating. Folio: Wishlist offers the most affordable entry point for stores that simply want a lightweight save-for-later function without advanced automation or deep integrations.

For merchants looking to move beyond a single-function wishlist and reduce tool sprawl, an integrated retention platform that combines wishlist, loyalty, referrals, and reviews will often be better value for money. Growave’s "More Growth, Less Stack" approach reduces maintenance overhead while unlocking cross-feature campaigns that single-purpose apps can’t achieve alone. Explore how Growave consolidates retention features and compare plans to determine fit: consolidate retention features. Merchants can also review platform compatibility and install options via the store listing: Growave on the Shopify App Store.

Start a stronger retention strategy by consolidating tools—compare Growave plans and see whether consolidating wishlist, loyalty, and reviews reduces total cost and increases lifetime value.

Start a 14-day free trial and see how an integrated retention stack improves repeat purchases and customer lifetime value: start a risk-free trial.

FAQ

Q: Which app is easiest to set up for a basic wishlist? A: Folio: Wishlist has the simplest, lowest-cost entry and is sufficient for basic add-to-wishlist and sharing functionality. Swish offers free setup as well but adds more configuration options and integrations that may require slightly more setup effort.

Q: Which app is better if the goal is to trigger automated email flows based on wishlist behavior? A: Swish is the better fit because it advertises native integrations with Klaviyo and GA4 and supports personalised automated notifications. Folio does not list native ESP integrations, which increases manual work to trigger automated flows.

Q: How does an all-in-one platform compare to specialised wishlist apps? A: An all-in-one platform reduces app fragmentation and enables cross-feature automations (e.g., awarding loyalty points for wishlist shares, triggering review requests after wishlist purchases). Consolidation simplifies maintenance, centralises analytics, and often delivers better value for money than subscribing to multiple single-purpose apps. Merchants can compare platform features and plans to decide whether consolidation suits their scale and goals: consolidate retention features.

Q: If a merchant uses headless storefronts or Shopify Plus, which option should they consider? A: Swish explicitly supports Hydrogen and headless stacks and offers Plus-level onboarding. Growave also supports Shopify Plus and provides enterprise features for larger merchants. Folio does not advertise headless or Plus-specific support, so it may be less suitable for enterprise or headless use cases.