Swish (formerly Wishlist King) vs. GP ‑ Wishlist & Upsell Suite: An In-Depth Comparison

Introduction

Choosing the right wishlist and re‑engagement app for a Shopify store feels easier said than done. Merchants must weigh feature sets, integrations, pricing, and long‑term impact on average order value (AOV) and customer lifetime value (LTV). Single‑purpose apps can solve a narrow problem well, but they also add complexity and cost when retention needs grow.

Short answer: Swish (formerly Wishlist King) is an excellent fit for merchants that want a polished, fully supported wishlist experience with hands‑on onboarding and strong analytics. GP ‑ Wishlist & Upsell Suite is better for stores that want a free entry point and combined wishlist plus upsell and bundle functionality for immediate AOV gains. For merchants who prefer to reduce app sprawl and build retention across loyalty, referrals, reviews, and wishlist in a single platform, an integrated solution is likely better value for money.

The purpose of this post is to provide a detailed, feature‑by‑feature comparison of Swish and GP ‑ Wishlist & Upsell Suite so merchants can select the tool that best suits their store, growth stage, and technical constraints. After a fair comparison, the article explains how consolidating retention tools into a single platform can simplify operations and improve long‑term retention.

Swish (formerly Wishlist King) vs. GP ‑ Wishlist & Upsell Suite: At a Glance

Deep Dive Comparison

Product Positioning & Target Merchant

Swish: Wishlist With Onboarding and Enterprise Readiness

Swish positions itself as a wishlist platform aimed at brands "with ambition." The product emphasizes customization, white‑glove onboarding across plans, and integrations with Klaviyo, GA4, and Meta. With explicit mention of Hydrogen and headless stacks on the Plus plan, Swish targets merchants that range from growth stores to Shopify Plus brands needing reliable performance and support.

Strengths in positioning:

• Strong onboarding and support (free setup on all plans; white‑glove for Plus).
• Explicit headless/Hydrogen support for modern storefronts.
• Focus on wishlist analytics and personalization.

This profile makes Swish suitable when wishlist functionality is a strategic part of the retention stack, not an afterthought.

GP ‑ Wishlist & Upsell Suite: Wishlist Plus Conversion Tools

GP ‑ Wishlist & Upsell Suite is built to recover lost sales and increase AOV. Its core promise pairs wishlist and reminder capabilities with upsells, bundles, and tiered discounts. The app targets merchants that want wishlist functionality plus conversion levers in one app, and it offers a free plan that can be attractive for early‑stage stores or stores testing wishlist features.

Strengths in positioning:

• Built‑in upsells and cart offers to increase AOV.
• Bundles and volume discounts that directly affect cart behavior.
• Free plan to remove friction for initial testing.

This makes GP suitable for merchants focused on immediate revenue lift through upsells and bundles while adding wishlist features.

Core Wishlist Features

Swish

Swish offers a comprehensive wishlist experience:

• Persistent wishlists across sessions and devices.
• Unlimited wishlists and saved items across plans.
• Seamless theme integration and the visual match of the wishlist UI to the store.
• Wishlist sharing and social functionality (where relevant to the merchant).
• Advanced analytics and wishlist curation tools—important for merchandising decisions.
• Automated, personalised wishlist notifications (price drops, reminders, back‑in‑stock) and direct integrations with Klaviyo and GA4.

Operational benefits:

• Free setup and customisation reduce implementation time and prioritise correct UX from day one.
• Dedicated support on Plus helps enterprise teams maintain uptime and performance.

Swish’s wishlist is built for both the shopper experience and the merchant’s operational needs: data, segmentation, and automation.

GP ‑ Wishlist & Upsell Suite

GP covers wishlist basics and adds conversion features:

• Guest wishlist support (important for reducing friction for non‑account holders).
• Customizable wishlist styling for brand consistency.
• Back‑in‑stock alerts, price‑drop alerts, automated reminder emails.
• Wishlist sharing to extend reach via social channels.
• The ability to export wishlist data to fuel marketing campaigns.

Operational benefits:

• Free tier removes barrier to entry, making evaluation easy.
• Guest wishlist functionality can increase usage when customers haven’t created accounts.

GP’s wishlist is practical and tied tightly to reminders and re‑engagement flows, but it focuses more on direct re‑engagement triggers than on merchandising analytics.

Upsells, Bundles, and AOV Tools

Swish

Swish centers on wishlist functionality first. It includes notification and personalization paths that encourage conversion from saved lists, but upsell and bundling capabilities aren’t the primary focus of the product description. Merchants seeking advanced cart or product page upsells, or built‑in bundles, should expect to pair Swish with an upsell or bundling solution unless white‑label add‑ons exist.

Implication:

• Swish is ideal when wishlist data drives targeted marketing (e.g., segmented email flows), but less prescriptive for on‑page AOV tactics.

GP ‑ Wishlist & Upsell Suite

GP’s suite explicitly includes:

• Upsell offers on product and cart pages to increase AOV.
• Product bundles with discounts and tracking.
• Tiered volume discounts to encourage larger orders.

Implication:

• GP is more action‑oriented around immediate revenue per session. For merchants prioritizing AOV and bundle deals, GP can remove the need for a separate upsell app.

Notifications, Reminders, and Re‑engagement

Both apps support automated reminders, back‑in‑stock alerts, and price‑drop notifications, but they differ in scope and integrations.

Swish:

• Emphasizes highly personalized + automated wishlist notifications.
• Integrates with Klaviyo to enable sophisticated, segmented flows.
• Also supports GA4 and Meta integrations to track events and retarget saved product behavior.

GP:

• Provides automated reminder emails, back‑in‑stock, and price‑drop alerts.
• Focus is on recovering lost sales via reminder flows and nudges.
• Exports wishlist data for marketing but doesn’t emphasize native Klaviyo workflows the way Swish does.

Practical difference:

• If a merchant relies on advanced email flows in Klaviyo (e.g., multi‑step, predictive content), Swish’s native Klaviyo integration simplifies setup and improves personalization.
• If the immediate priority is to trigger reminders and price alerts without advanced segmentation, GP covers the basics effectively.

Analytics & Data Export

Swish:

• Highlights advanced analytics and wishlist curation.
• Emphasizes meaningful insights into saved products, which supports merchandising and inventory decisions.
• Native GA4 integration helps track wishlist events at an analytics level for cross‑channel measurement.

GP:

• Offers analytics on clicks, orders, and revenue and supports wishlist data export for external campaigns.
• Focused on measurement that ties wishlist activity to revenue and click behavior.

Verdict:

• Swish appears stronger in built‑in analytics and headless‑friendly event tracking. GP provides practical analytics and export functions, sufficient for merchants that export data into their BI or marketing tools.

Integrations & Technical Compatibility

Swish:

• Integrates with Checkout, Hydrogen, Markets, Klaviyo, Customer Accounts, Search Recommendations and explicitly mentions support for headless setups.
• Shopify Plus features include Hydrogen & headless stacks, dedicated account management, and priority support.

GP:

• Works with Checkout (Shopify) and supports core storefront flows.
• Emphasis on guest wishlist and social sharing suggests a lighter integration footprint that favors ease of use.

Considerations:

• For merchants using Klaviyo, GA4, or building headless storefronts, Swish provides integrations designed to minimize custom engineering work.
• GP is suitable for merchants using standard Shopify themes looking for immediate feature parity without complex stack requirements.

Customization & Theming

Swish:

• Claims seamless integration with all themes and offers free setup and customization across all plans.
• Visual and UX matching is a highlight, which reduces brand inconsistency and the need for theme developer time.

GP:

• Offers customizable wishlist styling on the free plan, which means merchants can align appearance to brand quickly.
• The focus is on practical styling rather than a white‑glove setup.

Tradeoffs:

• Swish’s setup service reduces implementation risk and cost for merchants that want everything to look native.
• GP gives sufficient styling options but expects the merchant to handle more of the setup.

Performance, Scalability & Headless Support

Swish:

• Specifically positions itself for headless and Hydrogen usage on higher‑tier plans, and offers Plus‑level features aimed at enterprise performance.
• For merchants with high traffic or complex storefront architectures, Swish’s headless support and dedicated account manager are strong value adds.

GP:

• Works with Checkout and is designed for standard Shopify storefronts. It does not advertise headless feature parity to the same extent.

Recommendation:

• Large merchants or those on Shopify Plus that plan to adopt headless should prioritize apps that declare support for those patterns; Swish is more explicit in this area.

Pricing & Value for Money

Below is a clear comparison of the stated pricing and plan scopes.

Swish:

• Basic Shopify: $19 / month — All features, free setup, unlimited wishlists & sessions.
• Shopify: $29 / month — All features, free setup, unlimited wishlists & sessions.
• Advanced Shopify: $49 / month — Same inclusions.
• Shopify Plus: $99 / month — Adds white‑glove onboarding, priority support, dedicated account manager, Hydrogen & headless stack support.

GP ‑ Wishlist & Upsell Suite:

• Free plan available — Includes guest wishlist support, customizable styling, back‑in‑stock alerts, automated reminder emails, upsell offers on product & cart, tiered volume discounts, bundles, and smart recommendations.
• No other plans listed in the provided data.

Value analysis:

• Swish charges a modest monthly fee but includes free setup and a high level of support and integrations, which reduces internal implementation costs. For stores that want reliable support and enterprise readiness, that monthly price can be better value for money when accounting for avoided dev hours.
• GP's free tier is compelling for merchants that want to test wishlist and conversion features without upfront cost. For smaller stores or those prioritizing immediate AOV improvements, GP represents a low‑risk way to experiment.

Considerations for ROI:

• If wishlist data materially improves email conversion rates (e.g., price‑drop emails or segmented flows), Swish’s integration with Klaviyo could drive higher returns from saved lists.
• If immediate cart upsells and bundles deliver a strong AOV lift, GP’s free features may produce quick revenue impact.

Support & Onboarding

Swish:

• Free setup and customization are included across plans, and the Plus plan adds white‑glove onboarding, priority support, and a dedicated account manager.
• With 272 reviews and a perfect rating (5.0), Swish shows a strong track record of customer satisfaction on the app listing.

GP:

• The app description suggests automated features but provides less emphasis on onboarding. With 11 reviews and a 4.8 rating, GP is positively rated but has a smaller review base.
• Merchants should expect a lighter onboarding experience compared to Swish.

Practical takeaway:

• Merchants without internal developer resources or those that prefer hands‑on vendor support should lean toward Swish for faster, lower‑risk implementation.

Data Ownership, Export & Privacy

Both apps allow exports and event tracking with varying levels of native integration:

• Swish highlights analytics and GA4 integration—useful for persistent event tracking and long‑term measurement.
• GP emphasizes wishlist exports for marketing campaigns and revenue tracking.

Merchants should confirm:

• How wishlist and behavioral events are stored and for how long.
• GDPR and CCPA compliance if operating in regulated regions.
• Whether events are available for server‑side tracking or require client‑side listeners in headless setups.

Marketplace Social Proof & Review Signals

Using the available Shopify review counts and ratings:

• Swish: 272 reviews, rating 5.0 — a mature app with broad adoption and high satisfaction.
• GP: 11 reviews, rating 4.8 — smaller install base but positive feedback from current users.

Interpretation:

• Swish’s larger review base reduces selection risk. The perfect 5.0 rating suggests consistent quality or a highly engaged customer base.
• GP’s smaller sample size makes its 4.8 rating promising but less statistically reliable.

Migration & Technical Implementation

Swish:

• Free setup and customisation minimize the complexity of migration from other wishlist apps. The vendor’s onboarding likely includes theme integration, event mapping to analytics, and Klaviyo setup.

GP:

• Free plan makes it easy to A/B test features, but the merchant should plan for manual integration and data migration if moving from another tool.

Checklist for migration:

• Export existing wishlist data or—if not possible—provide incentives for customers to recreate saved lists.
• Map wishlist events to analytics (GA4/Klaviyo) for continuity in flows and reporting.
• Test customer account merging and guest wishlist behavior before full rollout.

Use Cases: Which App Works Best For Which Merchant

Swish is best for:

• Mid‑market to enterprise merchants that need reliable onboarding and support.
• Stores that rely heavily on Klaviyo or GA4 for personalized flows.
• Brands building headless/Hydrogen storefronts who need an app that supports modern architectures.
• Merchants who prioritize wishlist analytics and merchandising signals.

GP ‑ Wishlist & Upsell Suite is best for:

• Small to mid‑market merchants seeking a low‑friction entry point (free plan).
• Stores that want wishlist plus on‑site upsells, bundles, and volume discounts in one app.
• Merchants testing wishlist features and A/B testing upsell strategies without initial cost.

Implementation Time & Resource Estimate

Swish:

• With vendor‑provided setup, a typical onboarding timeline may be measured in days to a few weeks depending on customizations.
• Less developer time required due to vendor support and pre‑built integrations.

GP:

• Immediate activation is possible with the free plan; merchants should expect to spend time configuring upsells and styling.
• If exporting wishlist data to marketing stacks, some manual setup will be required.

Practical Recommendations & Decision Framework

When choosing between Swish and GP, prioritize the following questions to guide the decision:

• Is the wishlist a strategic retention channel or a convenience feature?
  • If strategic: prefer Swish for analytics, integrations, and support.
  • If convenience + immediate AOV: GP provides both wishlist and upsell mechanics.
• Does the store use Klaviyo/GA4/heavy email automation?
  • Swish’s integrations simplify implementation and make personalization more effective.
• What is the merchant’s tolerance for vendor dependency versus in‑house maintenance?
  • Swish reduces internal dependencies via vendor setup and account management.
  • GP is lighter and easier to trial but puts more configuration responsibility on the merchant.
• Are headless/Hydrogen storefronts part of the roadmap?
  • Swish’s explicit headless support is a clear advantage for future proofing.
• What is the acceptable ongoing cost?
  • GP’s free plan is attractive short term.
  • Swish’s $19‑$99 monthly tiers may be better value when factoring in setup time saved and increased conversion via personalized flows.

Use these practical rules-of-thumb:

• For stores with limited dev bandwidth but a strong focus on personalized re‑engagement and analytics, Swish is likely to deliver faster impact.
• For stores that want to combine wishlist behavior with immediate on‑page upsell and bundling experiments, GP can deliver measurable AOV uplift with little to no cost.

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

Most Shopify merchants face a tradeoff between single‑purpose best‑in‑class apps and the operational cost of maintaining many vendors and integrations. Adding more single‑function apps increases technical overhead, duplicate data flows, and monthly bills—this is app fatigue.

An alternative approach is to consolidate retention tools into a single platform that covers loyalty, referrals, reviews, wishlist, VIP tiers, and automations. The combined benefits include:

• Fewer integrations to maintain, reducing technical debt.
• A unified customer profile that allows cross‑channel personalization.
• Simplified billing and vendor management.
• Faster time to value because features share the same data model.

Growave’s product philosophy—More Growth, Less Stack—responds directly to this problem by packaging multiple retention tools in a single product suite. Instead of managing separate apps for wishlist, reviews, and loyalty, merchants can centralize those capabilities and use shared data to power more effective retention strategies.

Key aspects of the integrated approach:

• Use wishlist behavior to inform loyalty actions (rewards for saved items), referral incentives for top savers, and review prompts for products saved and purchased.
• Reduce duplicate event tracking by mapping wishlist, review, and referral events to a single analytics schema.
• Improve customer segmentation by exposing composite signals: saved items + purchase frequency + review activity = better VIP tier assignment.

Growave provides these retention components in one platform and is designed to be an alternative to maintaining multiple single‑purpose tools. Merchants that want to explore integrated plans and compare options can consolidate retention features and evaluate their ROI in one place. Developers and store owners that prefer to find and install a multi‑function app can view the app listing to check compatibility.

Growave Features That Map to Common Needs

• Loyalty & Rewards: Programs for points, purchases, and custom actions that drive repeat purchases and increase LTV. Merchants can design flexible programs to reward wishlist actions and referrals. For more detail on loyalty mechanics and how they drive repeat purchases, merchants can review how Growave supports loyalty and rewards that drive repeat purchases.
• Wishlist: A fully integrated wishlist so saved items feed into loyalty and review workflows—no export/import needed. This reduces friction between product interest and retention campaigns.
• Reviews & UGC: Native review collection, moderation, and display features let stores collect and showcase authentic reviews that amplify conversion and SEO.
• Referrals & VIP Tiers: Tools that convert satisfied customers into advocates and segment customers into VIP tiers for targeted offers and communications.
• Integrations: Out‑of‑the‑box integrations with popular stacks (Klaviyo, Omnisend, Gorgias, Recharge) allow merchants to maintain their marketing workflows while simplifying the retention stack.

Merchants wishing to see specific examples of brands using these features can read customer stories from brands scaling retention. For merchants operating on Shopify Plus, Growave explains its capabilities in solutions for high‑growth Plus brands.

How an Integrated Stack Changes Execution

• Email Programs: Wishlist saves trigger reward points and personalized emails from the same platform, increasing relevance without multiple connectors.
• Loyalty Cross Pollination: Points can be awarded for wishlist actions, social reviews, referrals, or purchases—creating a virtuous cycle where one action fuels another.
• Unified Reporting: Instead of stitching exports, merchants get consolidated metrics for repeat purchase rates, member retention, and referral revenue.

Merchants can compare plan options to assess how much consolidation can reduce monthly platform costs and internal maintenance time. To try the app before committing, merchants can also view the app listing and assess compatibility with their store setup.

Implementation & Support Advantages

• Centralized onboarding reduces duplicated setup work across multiple vendors.
• Shared data reduces the time required to implement targeted campaigns.
• Enterprise plans include dedicated resources for complex migrations and headless setups—useful for stores that currently manage multiple apps for wishlist, reviews, and loyalty.

For merchants who prefer a personal walkthrough before switching, Growave offers demo options and guided onboarding; those interested in a walkthrough can book a personalized demo to review how the consolidated toolset would map to their retention goals.

Cost Considerations & ROI of Consolidation

When calculating value, consider total cost of ownership:

• Monthly license fees for individual apps (wishlist, reviews, loyalty, referrals).
• Developer and maintenance time to keep integrations stable.
• Opportunity cost of fragmented data (lost conversion opportunities due to disconnected signals).

Consolidation often produces better value for money because:

• Shared data reduces duplicated integration costs.
• Cross‑feature synergies (e.g., awarding points for review submission) drive higher engagement per dollar spent.
• A single vendor reduces administrative overhead.

Merchants can compare plan options to estimate savings versus running multiple single‑purpose solutions, and they can view the app listing to confirm install requirements.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and GP ‑ Wishlist & Upsell Suite, the decision comes down to priorities:

• Choose Swish if the wishlist is strategic, the store requires strong analytics and Klaviyo/GA4 integration, and the team values vendor‑led onboarding or needs headless/Hydrogen support. Its 272 reviews and 5.0 rating indicate broad adoption and consistent satisfaction.
• Choose GP ‑ Wishlist & Upsell Suite if the immediate goal is to combine wishlist features with on‑site upsells, bundles, and volume discounts, especially if a zero‑cost trial is important. The app’s free plan and 4.8 rating (11 reviews) make it a solid option to test conversion tactics quickly.

If the ongoing goal is long‑term customer retention with fewer tools, consolidated data, and lower operational overhead, an integrated retention suite is a compelling alternative. Growave packages wishlist alongside loyalty, referrals, reviews, and VIP tiers so merchants can reduce tool sprawl and build a unified retention engine. Explore how consolidation could simplify operations and accelerate growth by reviewing plan options and starting a trial. Start a 14‑day free trial to see how an integrated retention stack reduces tool sprawl and improves lifetime value: compare plan options.

FAQ

Q: How do Swish and GP differ in onboarding and support?

• Swish emphasizes vendor‑led onboarding and free customization across plans, with white‑glove onboarding and priority support on the Plus tier. GP provides practical setup and a free tier, but merchants should expect a lighter onboarding experience and more self‑serving configuration.

Q: Which app is better for increasing average order value?

• GP is built with upsells, bundles, and tiered volume discounts, making it better suited for direct on‑page AOV tactics out of the box. Swish focuses on wishlist analytics and personalized reminders that drive conversion via marketing channels; pairing Swish with a dedicated upsell tool can achieve the same results but may require additional apps or configuration.

Q: How does an all‑in‑one platform compare to specialized apps?

• An all‑in‑one platform reduces integration overhead, centralizes data, and enables cross‑feature campaigns (e.g., awarding points for wishlist actions or reviews). This reduces technical complexity and often produces better value for money by making the same dataset usable across loyalty, reviews, referrals, and wishlist campaigns.

Q: If a merchant wants to test wishlist features with minimal cost, which should they choose?

• GP’s free plan removes friction for testing wishlist behavior and upsell experiments. If the test shows substantial value and the merchant later needs more robust analytics, they can evaluate moving to a paid app or consolidating into a multi‑feature platform.