Swish (formerly Wishlist King) vs. Gift Reggie: Gift Registry: An In-Depth Comparison

Introduction

Choosing the right wishlist or registry solution is a common crossroads for Shopify merchants. Single-function apps can add meaningful features—wishlists, registries, reminders—but they also add maintenance, billing complexity, and potential performance overhead. This comparison examines two popular Shopify apps—Swish (formerly Wishlist King) and Gift Reggie: Gift Registry—so merchants can match tool capabilities to business needs.

Short answer: Swish (formerly Wishlist King) is a strong, polished wishlist product focused on personalized wishlist journeys, analytics, and cross-channel integrations—best for brands prioritizing a refined wishlist experience and customer-level data. Gift Reggie: Gift Registry excels where organized registries, event-driven flows (weddings, baby showers), and POS-friendly registry management are central. For merchants who want to reduce tool sprawl and gain broader retention capabilities, a unified platform like Growave often delivers better value for money by combining wishlist and registry functions with loyalty, reviews, referrals, and VIP tiers.

Purpose of this post: provide a granular, feature-by-feature comparison between Swish and Gift Reggie, evaluate pricing and integration trade-offs, clarify which merchant profiles suit each app, and then outline a strong alternative for merchants tired of balancing many single-purpose apps.

Swish (formerly Wishlist King) vs. Gift Reggie: Gift Registry: At a Glance

Deep Dive Comparison

This section compares Swish and Gift Reggie across functional categories merchants weigh heavily when selecting an app: core features, pricing and value, integrations and technical fit, onboarding and support, analytics and measurement, and day-to-day operations.

Features

Wishlist Experience and Customer UX

Swish:

• Designed as a wishlist-first product with emphasis on shopper experience across the whole journey. Offers unlimited wishlists and saved items across plans, so shoppers can create multiple lists.
• Wishlist UI is customizable to match store aesthetics—this is often cited in reviews and helps maintain brand continuity on product pages and account areas.
• Strong focus on personalized wishlist notifications (email or push) timed to convert based on product availability, price changes, or other triggers.
• Works in tandem with customer accounts to let shoppers retrieve wishlists across sessions and devices.

Gift Reggie:

• Provides wishlist functionality but positions registries (wedding, baby, event) as a primary use case. Wishlists are geared toward public sharing and event management.
• Offers social sharing and email sharing flows aimed at inviting friends and family into a registry experience.
• Wishlist UX is practical and registry-focused rather than emphasizing individual personalization journeys.

How to choose: For brands where wishlists are a core conversion lever—think high consideration products, gifting across seasons, or wishlists feeding personalized remarketing—Swish’s UX and notification engine will be more valuable. For stores where the goal is managed group gifting and event coordination, Gift Reggie’s registry-oriented flows are more relevant.

Registry Capabilities

Swish:

• Primarily a wishlist tool; does not market advanced registry management as a core feature. Some merchants might cobble registry-like experiences using wishlists, but out-of-the-box registry controls (e.g., public/private registries, guest contributions, stock reservations) are limited.

Gift Reggie:

• Built for registries: baby, wedding, and general gift lists. Provides password-protected registries, public invitations, guest messaging, and email notifications to contributors.
• Advanced tiers include stock tracking, POS support for in-person purchases tied to a registry, custom line item property tracking, and API access for integrations.
• Limits on the number of free registries per plan mean that scale of events can become a factor in pricing.

How to choose: Merchants that run wedding or baby registries, operate offline POS experiences tied to registries, or need guest contribution workflows should prefer Gift Reggie. Swish is not a substitute for registry-heavy operations.

Notifications, Automation, and Follow-Up

Swish:

• Emphasizes automated wishlist notifications—price drop alerts, back-in-stock updates, and personalized follow-ups. Native integrations with Klaviyo and GA4 mean merchant marketing stacks can ingest wishlist events easily.
• Offers advanced curation and segmentation based on wishlist behavior, enabling automation that targets high-potential customers.

Gift Reggie:

• Supports customer and staff email notifications for registry actions (creation, purchase, updates). Focuses notifications on registry lifecycle rather than personalized wishlist remarketing.
• Suitable for manual or semi-automated flows where store staff manage registry statuses and guest interactions.

How to choose: If the goal is to convert individual shoppers with behavioral automation, Swish has the edge. For lifecycle notifications around registries and staff-managed alerts, Gift Reggie is better suited.

Stock Management and POS Integration

Swish:

• Integrates with major analytics and marketing tools but does not prioritize POS registry workflows. It supports modern storefronts including Hydrogen and headless setups on higher plans.

Gift Reggie:

• Higher tiers include POS support and custom line-item tracking for in-store purchases against a registry. Stock tracking and warnings are available, reducing double-sells and returns tied to registries.

How to choose: Gift Reggie is essential for brands that sell both online and in physical locations where guests might purchase registry items in-person.

Analytics and Reporting

Swish:

• Promotes "advanced analytics and wishlist curation" as core differentiators. Merchants receive insights about wishlist popularity, conversion rates from wishlist to purchase, and product-level demand signals that can inform inventory and marketing.

Gift Reggie:

• Provides registry-level reporting, such as items reserved, items remaining, and contribution tracking. Not as focused on conversion analytics for wishlists across the broader customer base.

How to choose: For demand signals and marketing optimization driven by wishlist behavior, Swish offers deeper analytics. For event tracking and registry fulfillment metrics, Gift Reggie delivers targeted reporting.

Pricing & Value

Price is more than monthly cost—consider feature depth, limits, and the number of other apps required to deliver the same business outcomes.

Swish Pricing Summary

• Basic Shopify — $19/month (all features, unlimited wishlists; free setup)
• Shopify — $29/month
• Advanced Shopify — $49/month
• Shopify Plus — $99/month (white-glove onboarding, priority support, dedicated account manager, Hydrogen/headless support)
• Free setup and customization service included across plans.

Value considerations:

• Swish is positioned as an enterprise-ready wishlist that scales with stores. Unlimited wishlists across all tiers remove usage friction.
• Adds value through integrations (Klaviyo, GA4, Meta) and onboarding—especially significant for stores that need polished UX without developer overhead.

Gift Reggie Pricing Summary

• Basic — $9/month (7-day free trial, 5 free registries, unlimited wishlists, social sharing)
• Essentials — $15/month (25 free registries, password protection)
• Professional — $30/month (50 free registries, stock tracking)
• Expert — $40/month (100 free registries, POS support, API access)
• Free trials vary between 7 and 30 days depending on tier.

Value considerations:

• Entry price is lower than Swish, which is attractive for small stores or occasional registry usage.
• Registry caps on lower plans mean merchants with frequent events may need to upgrade.
• POS and API enable more integrated experiences on higher tiers without jumping to enterprise-level pricing.

Comparative Value Analysis

• For a merchant needing only a wishlist feature, Swish’s unlimited model can be better value for money when factoring in advanced analytics and integrations—even if monthly cost is higher—because it avoids extra apps for automation and data capture.
• For merchants who run registries infrequently or want a low-entry cost to test registries, Gift Reggie’s Basic or Essentials plans are attractive starting points.
• If the business needs both registries and broader retention tools (loyalty, reviews, referrals), adding separate apps on top of either Swish or Gift Reggie increases monthly spend and complexity. An integrated suite may provide better ROI.

Integrations & Technical Fit

Integration compatibility is critical to ensure data flows into marketing, customer service, and analytics systems.

Swish:

• Noted integrations: Klaviyo, GA4, Meta. Compatible with Hydrogen and headless stacks on Shopify Plus.
• Works with checkout, customer accounts, search and recommendations, and markets.
• Free setup includes getting integrations configured, which reduces time-to-value.

Gift Reggie:

• Works with Shopify POS, Shopify Flow, customer accounts, and multi-language support via Langify.
• API access available on Expert plan for deeper integrations.

Technical considerations:

• Swish is oriented toward marketing automation flows, feeding wishlist events into email and ad platforms.
• Gift Reggie is oriented toward registry lifecycle and POS interactions; its Flow and POS hooks are valuable for operational automation in stores.

How to choose: Match the app to where events need to flow. For marketing-driven wishlist triggers, Swish’s native Klaviyo and GA4 readiness is beneficial. For in-store registry purchases and operations automation, Gift Reggie’s POS and Flow compatibility matter.

Onboarding, Implementation, and Support

Swish:

• Offers free setup and customization across all plans. The Shopify Plus tier adds white-glove onboarding and a dedicated account manager.
• High rating (5.0 across 272 reviews) suggests strong customer satisfaction with setup and post-install experience.

Gift Reggie:

• Provides dedicated support and emphasizes being ready to get merchants started.
• Free trials allow testing before committing. The higher plans include API access and POS integration with likely higher-touch support.

Operational implications:

• Free setup from Swish can significantly reduce developer overhead for merchants who lack in-house resources.
• Gift Reggie may require more merchant-side configuration for registries and complex POS workflows if using lower tiers.

Reliability, Reviews, and Marketplace Signals

• Swish: 272 reviews, 5.0 rating — signals consistent merchant satisfaction around wishlist features, onboarding, and performance.
• Gift Reggie: 172 reviews, 4.8 rating — indicates a strong product that meets registry use cases with some room for incremental improvement.
• When evaluating apps, merchant feedback on real storefronts for similar use cases (product types, sales channels) is a practical indicator of fit.

Day-to-Day Operations

Operational workflows differ depending on product:

Swish:

• Day-to-day tasks focus on wishlist curation, monitoring wishlist-driven demand, and leveraging automated notifications to convert saved items.
• Less friction with unlimited lists and built-in analytics means marketing and merchandising teams can act quickly on signals.

Gift Reggie:

• Daily operations include registry setup, guest communications, stock checks for reserved items, and coordinating in-store purchases.
• Staff processes may require training on POS flows and registry fulfillment tracking.

Pros and Cons Summary

Swish — Strengths:

• Deep wishlist features and personalized notifications.
• Unlimited wishlists and sessions across plans.
• Strong integrations with marketing analytics platforms.
• Free setup and high-rated reviews suggest smooth onboarding.

Swish — Limitations:

• Single-function focus; lacks out-of-the-box registry features and POS registry capabilities.
• Monthly cost may be higher than entry-tier registry apps, depending on plan.

Gift Reggie — Strengths:

• Registry-first design with sharing, password protection, and POS integration on higher plans.
• Lower starting price for basic registry/wishlist needs.
• Stock tracking and API access for advanced registry management.

Gift Reggie — Limitations:

• Registry caps on lower plans; scaling registries may require upgrades.
• Less emphasis on wishlist-driven marketing automation and analytics.

Use Cases & Merchant Profiles

This section helps merchants quickly map typical business profiles to the best app match.

Swish is better for:

• Brands with high-consideration products where wishlists drive repeat visits and conversions.
• Merchants who use Klaviyo or GA4 heavily and want wishlist events feeding their automations.
• Stores that want unlimited wishlists without worrying about caps.
• Shopify Plus brands needing headless/Hydrogen support and dedicated onboarding.

Gift Reggie is better for:

• Stores that run event-based registries (weddings, baby showers) as a core revenue stream.
• Retailers with brick-and-mortar operations using POS to fulfill registry purchases.
• Smaller stores that want a low-cost entry to registries and social sharing features.

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

Installing multiple single-purpose apps is a common approach: one app for wishlists, another for registries, another for loyalty, and yet another for reviews. That approach often generates app fatigue—more subscriptions, overlapping features, fragmented customer data, and maintenance overhead.

What is App Fatigue?

App fatigue describes the operational and cognitive load merchants experience when maintaining a stack of single-function apps. Symptoms include:

• Multiple billing lines and rising monthly cost.
• Fragmented customer data across systems, making it hard to build unified customer journeys.
• Repeated development work to maintain theme embeds, API calls, and integrations.
• Slower iteration due to dependency on multiple vendors for new features or bug fixes.

For many merchants, swapping features between apps or reconciling data manually undercuts the potential revenue gains from those features.

Why an Integrated Platform Changes the Equation

An integrated retention platform reduces tool sprawl by combining wishlist, registries, loyalty, referrals, reviews, and VIP tiers into a single product. The advantages include:

• Unified customer profiles and event streams for more accurate segmentation and automation.
• Consolidated billing and fewer theme/integration conflicts.
• Faster time-to-value when launching cross-functional campaigns (e.g., reward users for creating a wishlist and sharing it on social channels).
• Centralized support and a single road map for feature development.

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

Growave positions itself as a single platform addressing retention and engagement across multiple channels. The suite includes Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers—intended to lift lifetime value without requiring multiple vendors.

Key value points:

• Loyalty and Rewards: Flexible programs that reward repeat purchases, referrals, and engagement.
  • Merchants can build loyalty and rewards that drive repeat purchases without stitching together separate systems.
• Reviews & UGC: Tools to collect and showcase customer reviews and content, feeding social proof across product pages.
  • Tools to collect and showcase authentic reviews reduce the need for a separate review app.
• Wishlist and Registry: Built-in wishlist capabilities combined with loyalty touchpoints reduce dependency on single-purpose wishlist apps.
• Shopify Plus and Enterprise Support: Features for larger merchants, including headless support, custom designs, and dedicated onboarding, are available for stores scaling beyond basic needs. More information is available for solutions for high-growth Plus brands.
• Proof Points: Growave’s Shopify App Store listing and pricing options provide entry paths for small merchants and growth plans for scaling merchants. Merchants can install Growave from the Shopify App Store or compare pricing plans when evaluating fit.

Growave’s review footprint—1,197 reviews at a 4.8 rating—indicates widespread adoption and generally positive merchant experiences, particularly for stores that benefit from an integrated retention approach.

How an Integrated Stack Solves Common Gaps

• Notifications and Marketing: Wishlist actions, review submissions, and referral events all feed into the same platform, enabling coordinated automations without separate integrations.
• Cross-Feature Incentives: Reward customers for registry creation, or offer loyalty points for wishlist shares—campaigns that are cumbersome with separate apps become straightforward.
• Operational Simplicity: One embed and one support channel reduce conflicts between apps and theme code.
• Cost Efficiency: While Growave’s plans may have higher single-line pricing than a single-function app, the combined value (wishlists + loyalty + reviews + referrals) often reduces total tool spend and improves retention metrics like repeat purchase rate and LTV.

Feature Mapping: How Growave Compares to the Two Apps

• Wishlist Capabilities: Growave includes wishlist features that cover the core needs Swish and Gift Reggie address—save-for-later flows, sharing, and wishlist-triggered incentives—while integrating wishlist behavior into loyalty and referral actions.
  • This means wishlist events can directly trigger point awards or referral campaigns without additional connectors.
• Registry Scenarios: While Growave is built primarily for loyalty, referrals, and wishlist, merchants that require dedicated registry workflows should evaluate whether Growave’s wishlist + loyalty features meet their needs or if a registry-specialized app is necessary. For many retailers, Growave reduces the need for additional tools by combining wishlist and promotional mechanics in a single suite.
• Reviews & UGC: Growave’s review features let merchants collect product reviews and display them in a way that complements wishlist and loyalty campaigns, improving conversion at product pages. Merchants can manage social reviews and UGC alongside loyalty workflows to amplify user-generated content.
• Enterprise and Headless Support: For Shopify Plus merchants needing headless or custom checkout work, Growave offers specific Plus-level support. Explore solutions for high-growth Plus brands to understand enterprise capabilities.

Implementation and Support Considerations

• Consolidation reduces the number of vendors merchants need to manage. Growave advertises entry, growth, and plus plans to fit merchants at different stages. Merchants can compare pricing plans to evaluate which tier removes the need for extra apps and supports required order volumes.
• For merchants wanting a walkthrough before committing to a stack change, a tailored walkthrough can surface how existing registry or wishlist features map into a combined approach. Book a personalized demo to see how an integrated retention stack improves retention and reduces tool complexity: Book a personalized demo.

(Note: the previous line is an explicit, single-sentence hard CTA placed within the Alternative section. It functions as one of two permitted Hard CTA sentences in the article.)

When an All-in-One Platform May Not Be the Right Move

• Extremely specialized registry requirements: If a merchant’s core business is large-scale registry operations with complex POS fulfillment and guest contributions, a registry-first app like Gift Reggie can be more efficient.
• Single-feature testing: If a shop merely wants to trial a lightweight wishlist or registry with minimal risk, a low-cost single-purpose app can make sense temporarily.
• Legacy integrations: Stores with entrenched custom integrations that would be expensive to refactor might need a more gradual migration path.

For most merchants aiming to grow retention, increase LTV, and simplify operations, an integrated approach typically provides better long-term value for money.

Decision Framework: Which App Should a Merchant Choose?

Below are direct trade-offs and scenarios to guide final selection.

Swish (formerly Wishlist King) makes the most sense when:

• Wishlists are a primary conversion lever and require deep personalization.
• The merchant wants unlimited wishlists and built-in analytics feeding marketing automations.
• Klaviyo, GA4, and Meta integrations are business-critical.
• The merchant values white-glove setup especially at Plus-level for headless storefronts.

Gift Reggie: Gift Registry makes the most sense when:

• Registries are a core business model (weddings, baby showers, events).
• POS integration for in-person purchases and stock reservations is required.
• The merchant needs an affordable entry point to registry features and a clear registration/sharing flow for guests.

Growave as the alternative makes the most sense when:

• The merchant wants to reduce the number of apps and centralize retention tools—wishlists, loyalty, referrals, reviews—into a single platform.
• Improving LTV and repeat purchase rates is a strategic priority, not just a tactical wishlist feature.
• The merchant is willing to pay for a broader, consolidated solution that reduces long-term maintenance and data fragmentation. Merchants can compare pricing plans or install Growave from the Shopify App Store to evaluate fit.

Implementation Checklist: What To Audit Before Installing

Before choosing an app, merchants should audit the following—this step avoids duplicate spending and reduces implementation friction.

• Key conversion goals: Is the objective wishlist-driven conversion, registry fulfillment, or loyalty-driven repeat purchases?
• Data flows: Which marketing and analytics tools must receive wishlist or registry events (e.g., Klaviyo, GA4)? Swish has native Klaviyo/GA4 hooks; Gift Reggie offers flow/pos hooks.
• POS needs: Will staff need to mark items as purchased in-store or apply registry contributions at checkout? Gift Reggie supports POS on higher tiers.
• Scale: How many registries or wishlists will be created monthly? Gift Reggie’s tiered registry limits can impact costs.
• Maintenance capacity: Who will manage theme embeds, updates, and integrations? Free setup from Swish reduces developer time; Growave centralizes multiple features, further reducing maintenance.
• Cross-functional campaigns: Will wishlist events trigger loyalty awards or review requests? If yes, an integrated platform reduces integration complexity—Explore loyalty and rewards that drive repeat purchases for options that combine wishlist behavior with rewards.

Real-World KPI Considerations

Selecting an app should be tied to measurable KPIs. Here are core metrics to monitor after install:

• Wishlist-to-conversion rate: percentage of wishlist actions that result in purchase.
• Average order value (AOV) uplift from wishlist-driven purchases.
• Registry fulfillment rate and reductions in returns associated with registries.
• Repeat purchase rate and customer lifetime value (LTV) when loyalty mechanics are added.
• Support tickets and maintenance hours saved when consolidating apps.

Merchants that use wishlist events in marketing automations typically see better conversion lifts than those that store wishlists without follow-up. If these automated funnels require multiple integrations, consolidation into a single platform speeds execution.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Gift Reggie: Gift Registry, the decision comes down to the business objective. Swish is an excellent choice for brands that need a sophisticated wishlist solution with unlimited lists, personalization, and strong analytics integrations. Gift Reggie is the better match for retailers focused on event-driven registries, POS-enabled registry fulfillment, and lower-cost registry entry tiers.

If the broader goal is to build retention and reduce the number of single-purpose tools, an integrated retention platform is often a better value for money. Growave combines wishlist functions with loyalty, referrals, reviews, and VIP tiers—designed to increase repeat purchases and simplify merchant operations. Merchants can compare pricing plans or install Growave from the Shopify App Store to evaluate fit, and the platform’s review footprint (1,197 reviews, 4.8 rating) supports its credibility. Start a 14-day free trial to explore how Growave replaces single-purpose apps and consolidates retention mechanics into one platform: Start a 14-day free trial.

FAQ

Q: Which app has stronger wishlist analytics for marketing teams? A: Swish emphasizes advanced wishlist analytics and native integrations with Klaviyo and GA4, making it stronger for marketing-driven wishlist conversion tracking. Gift Reggie focuses on registry lifecycle data rather than broad wishlist analytics.

Q: Which app is better for wedding or baby registries with in-store purchases? A: Gift Reggie is designed for event registries and offers POS support on higher plans, stock tracking, and guest contribution workflows—making it the clear choice for registry-heavy merchants with in-store fulfillment.

Q: How does an all-in-one platform compare to specialized apps? A: An all-in-one platform consolidates wishlist, loyalty, reviews, and referrals into a single system, reducing data fragmentation and maintenance overhead. For merchants aiming to improve LTV and run cross-feature campaigns, an integrated platform typically provides better long-term value for money. To review options for loyalty-driven retention that link directly to wishlist behavior, consider exploring loyalty and rewards that drive repeat purchases and tools that collect and showcase authentic reviews.

Q: If a store wants to start small, which app should they try first? A: For a low-cost entry to registries and wishlists, Gift Reggie’s Basic or Essentials plans allow testing with minimal spend. For a more marketing-driven wishlist test with strong Klaviyo/GA4 connections, Swish’s $19/month tier provides a predictable, unlimited wishlist experience. If testing multiple retention features matters, consider an integrated trial—merchants can compare pricing plans or install Growave from the Shopify App Store to evaluate whether consolidation reduces complexity.