Swish (formerly Wishlist King) vs. Multi Wishlist‑MyAppGurus: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a practical decision with measurable impact: wished-for products convert differently, saved items feed remarketing, and wishlists inform inventory and merchandising. Shopify merchants often face a trade-off between single-purpose tools that execute one job well and broader platforms that bundle wishlist features with loyalty, referrals, and reviews.

Short answer: Swish (formerly Wishlist King) and Multi Wishlist‑MyAppGurus both deliver solid wishlist functionality, but they serve slightly different needs. Swish is positioned for merchants who want a polished, fully supported wishlist that scales with a store and integrates with common analytics and marketing tools. Multi Wishlist‑MyAppGurus is a lightweight, straightforward wishlist option for stores that need basic multi-list functionality with minimal complexity. For merchants who want to avoid managing multiple single-purpose apps and aim to increase lifetime value, an integrated retention platform like Growave is often better value for money.

Purpose of this article: to provide a feature-by-feature, impartial comparison of Swish and Multi Wishlist‑MyAppGurus so merchants can select the right tool for their store needs — and to show when a consolidated platform solves common limitations of single-purpose apps.

Swish (formerly Wishlist King) vs. Multi Wishlist‑MyAppGurus: At a Glance

Feature-by-Feature Deep Dive

This section examines the two apps across functional areas merchants care about: wishlist features, customization, integrations, analytics, pricing and value, customer support and onboarding, performance and UX, and data portability.

Core Wishlist Functionality

Swish — breadth and enterprise considerations

Swish is designed as a full wishlist solution. Core capabilities include unlimited wishlists and saved items, ability to wish-list across the shopping journey, and automated wishlist notifications intended to drive purchase at the optimal time. The developer highlights free setup and customization across plans, which reduces friction during implementation.

Key strengths:

• Unlimited wishlists and sessions suitable for stores with high traffic.
• Automated, personalised wishlist notifications to recover interest.
• Ability to support both standard and headless storefronts (Hydrogen), making Swish viable for technical stacks beyond typical themes.

Practical implications:

• For stores that expect heavy usage or need to surface wishlist data into marketing automations, Swish scales better.
• Free setup across plans is important for teams without in-house frontend developers: it reduces hidden costs and rollout time.

Multi Wishlist‑MyAppGurus — focused and straightforward

Multi Wishlist centres on user-facing list management: customers can create multiple named lists, move items to cart for faster checkout, and see public wishlist counts. It’s a concise feature set aimed at improving conversion by making it easy for customers to save and retrieve favorites.

Key strengths:

• Fast path from wishlist to cart for UX-driven conversion gains.
• Public counts to leverage social proof (e.g., “X users have wishlisted this”).
• Simple visibility controls: restrict wishlisting to certain products or enable site-wide wishlisting.

Practical implications:

• For small-to-medium stores that only need customers to save items and check out faster, this app is sufficient.
• Low complexity reduces risk of breakage and keeps theme edits minimal.

Customization & Design Integration

Swish

Swish emphasises theme integration — “integrates with all themes to seamlessly match your store’s aesthetic.” Free setup and customisation service implies that styling and placement can be matched to brand guidelines without merchant effort. For Plus merchants, white-glove onboarding and dedicated account management further smooth complex theme integration or headless implementations.

What to expect:

• Buttons, icons, widget styles, and modal behavior can be adjusted as part of onboarding.
• If using a custom or headless theme, the higher-tier plan’s support will materially reduce integration time.

Multi Wishlist‑MyAppGurus

Multi Wishlist offers straightforward customization via admin settings: button text, guest access, and which product pages show wishlisting. It focuses on being compatible with modern Shopify themes with minimal code changes.

What to expect:

• Reasonable ability to match basic brand colors and button copy.
• Less emphasis on fully custom front-end work; merchants with bespoke themes may need developer help.

Integrations & Marketing Ecosystem

Integrations determine how wishlist data translates into revenue through remarketing and lifecycle automation.

Swish integrations

Swish advertises out-of-the-box integrations with Klaviyo, GA4 and Meta — three central tools for e-commerce marketing and analytics. Moreover, Swish’s compatibility with Hydrogen and headless setups signals backend friendliness for stores using advanced architectures.

Implications:

• Wishlist events can be piped into Klaviyo flows for personalised reminders and cart recovery.
• GA4 connections allow merchants to include wishlisting in conversion funnel analysis.
• Meta integration supports dynamic ads that use wishlist behavior.

Multi Wishlist‑MyAppGurus integrations

Multi Wishlist lists compatibility with modern Shopify themes and provides data insights. The app emphasizes simple re-engagement through saved item reminders, but public documentation of direct integrations with third-party ESPs or analytics platforms is limited.

Implications:

• Merchants relying on Klaviyo or advanced analytics may need to export data or implement custom tracking.
• For stores that use Shopify’s native marketing tools or run simpler email programs, Multi Wishlist may be sufficient.

Automation & Personalisation

Swish

Swish advertises “highly personalised + automated Wishlist notifications.” This means the app focuses not just on saving items but on turning saved intent into conversions through targeted messages (email or push, via integrations).

Benefits:

• Automated re-engagement can increase conversion for saved items that otherwise fall dormant.
• Personalization increases relevance and may boost open/click-to-purchase metrics.

Multi Wishlist‑MyAppGurus

Multi Wishlist provides saved item reminders and public counts. The automation emphasis is lighter: reminders nudge customers back, but advanced personalization signals (abandoned wishlist sequences, behavior-based triggers) are less clear.

Benefits:

• Simple reminders still recover some purchases at low complexity.
• Less reliance on additional integrations but more limited personalization capability.

Analytics & Reporting

Swish

Swish includes advanced analytics and wishlist curation features. Merchants get visibility into what is being saved, patterns in wishlisting, and the ability to curate lists for merchandising or promotional use.

Business outcomes:

• Actionable data for product selection and promotions (e.g., run a campaign on frequently wishlisted SKUs).
• Analytics allow more precise measurement of wishlist-driven revenue.

Multi Wishlist‑MyAppGurus

Multi Wishlist offers data insights suitable for merchants that need a quick read of wishlist activity. The reporting is functional but not positioned as a deep analytics engine.

Business outcomes:

• Useful for identifying popular products and basic re-engagement metrics.
• For merchants who require funnel-level analysis or event-level attribution, additional analytics work will be necessary.

Pricing & Value For Money

Pricing plays into total cost of ownership, especially when dealing with multiple apps.

Swish pricing

Swish’s pricing is tiered by Shopify plan:

• Basic Shopify: $19 / month — full feature access, free setup, unlimited wishlists & sessions.
• Shopify: $29 / month — same features, free setup.
• Advanced Shopify: $49 / month.
• Shopify Plus: $99 / month — adds white-glove onboarding, priority support, dedicated account manager, Hydrogen & headless support.

Value considerations:

• Free setup across plans reduces initial implementation costs.
• For rapidly growing stores or headless deployments, Plus-level support can save time and minimize risk.
• Unlimited sessions and wishlists remove scale-based fees that can escalate with usage.

Multi Wishlist‑MyAppGurus pricing

Public data for Multi Wishlist’s pricing was not provided in the source material. Historically, apps like this follow a low monthly fee or a limited free tier, which makes them attractive to small stores.

Value considerations:

• Lower upfront cost and simplicity can deliver immediate ROI for stores that only need wishlist functionality.
• Lack of clear tiered support or advanced integrations may lead to additional costs if custom work is required.

Comparing value

Swish’s pricing is explicit and includes setup — a clear advantage when considering implementation resources. Multi Wishlist likely offers a lower sticker price but may require developer time for complex integrations or analytics routing, which increases total cost.

A merchant should assess the true cost of ownership by adding implementation hours, the need for marketing integrations, and the value of analytics — not just monthly subscription fees.

Onboarding, Support & Reliability

Swish

Swish promotes free setup and customisation across all plans, with stronger support features on higher tiers (priority support, dedicated account manager). For merchants without in-house technical resources, this reduces time to launch and lowers risk.

Reliability aspects:

• Large review count (272) with a 5.0 rating suggests consistent merchant satisfaction and a track record of stable releases and support.
• Official integrations and headless support signal ongoing development investment.

Multi Wishlist‑MyAppGurus

Multi Wishlist’s smaller review base (6) with a 5.0 rating indicates positive experiences from early or smaller adopters. However, a small review count can mean less visibility into how the app performs at scale or under edge cases.

Support profile:

• Tends to be self-serve and lightweight.
• Suitable for merchants who prefer minimal hand-holding.

Performance, Scalability & Theme Compatibility

Swish

Swish explicitly supports Shopify checkout, Hydrogen, and headless architectures, indicating focus on performance and scale. Unlimited sessions and lists make it viable for high-traffic stores.

Considerations:

• Built to work across modern Shopify stacks.
• White-glove onboarding for Plus merchants reduces integration risk for complex themes.

Multi Wishlist‑MyAppGurus

Multi Wishlist is compatible with modern Shopify themes and focuses on a lightweight footprint. That often yields faster implementation and minimal performance overhead for typical storefronts.

Considerations:

• Best for stores that do not use headless or heavily custom themes.
• May require custom work to integrate with advanced stacks.

Data Portability, Privacy & Ownership

Both apps operate within Shopify and must comply with platform rules and merchant expectations on customer data.

Swish:

• Offers analytics and integration points for tools like Klaviyo and GA4, so wishlist data can be exported to marketing systems.
• For Plus stores and headless setups, more advanced export or API options may exist.

Multi Wishlist:

• Provides data insights and export options suitable for basic analytics.
• For merchants needing full event-level exports, custom work may be necessary.

Merchants should confirm how each app stores user identifiers, how guest wishlists are handled, and what export options are available for GDPR and other compliance needs.

Implementation & Migration Considerations

This section helps merchants plan rollout, migration from other wishlists, and how to avoid disruption.

Planning the rollout

• Define success metrics up front: wishlist-to-purchase conversion rate, recovery conversion from wishlist reminders, uplift in AOV for wishlisted items.
• Decide whether wishlisting is site-wide or limited to specific collections to avoid clutter.
• Prepare email and ad automations to act on wishlist data (e.g., Klaviyo flows for Swish integrations).

Migrating from an existing wishlist

• Export current wishlist data if possible. Determine how stored user identifiers will map to customer accounts.
• Test saved-item reminders and integrations in a staging environment.
• For stores with active product campaigns tied to old wishlist counts, plan a data reconciliation period.

Testing & QA

• Verify move-to-cart flow works across product variants and bundles.
• Confirm analytics events show up in GA4 and ESP if integrations are used (Swish provides these integrations out of the box).
• Check mobile responsiveness and any theme conflicts.

Use Cases: Which App Fits Which Merchant?

This section translates capabilities into practical recommendations.

When Swish is the better fit

• The store needs enterprise functionality or expects to scale quickly (headless, Shopify Plus, high traffic).
• The team lacks frontend development resources and values free setup and onboarding.
• Wishlist data should feed directly into marketing and analytics stacks (Klaviyo, GA4, Meta), and automated, personalised notifications are a priority.
• The merchant values ongoing support, reporting, and the ability to curate wishlists for merchandising.

Outcome-focused benefits:

• Increased conversion from wishlisted items thanks to automation.
• Reduced time-to-launch because of included setup.
• Better attribution of wishlist-driven revenue through integrations.

When Multi Wishlist‑MyAppGurus is the better fit

• The brand needs a simple, user-friendly multi-list experience with minimal overhead.
• The store runs a standard Shopify theme and does not need headless or advanced integrations.
• The priority is an affordable, low-friction wishlist that improves UX and checkout speed through move-to-cart features.

Outcome-focused benefits:

• Faster implementation with fewer moving parts.
• A clean UX for customers who want to organize favorites by occasion.
• Lower maintenance burden for merchants who want to avoid complex integrations.

Pros and Cons Summary

Swish (formerly Wishlist King)

• Pros:
  • Strong integration set (Klaviyo, GA4, Meta).
  • Free setup and customisation across plans.
  • Scales to Plus and headless storefronts.
  • Large review base (272) with a 5.0 rating indicating broad satisfaction.
• Cons:
  • Higher monthly for Plus features (white-glove support).
  • May be more than necessary for stores that only want simple wishlist behavior.

Multi Wishlist‑MyAppGurus

• Pros:
  • Simple UX for customers with multi-list support.
  • Move-to-cart functionality that speeds checkout.
  • Lightweight and low-friction.
• Cons:
  • Very small review base (6) limits visibility into real-world scale performance.
  • Fewer documented integrations for analytics and ESPs.
  • Less emphasis on onboarding services and enterprise support.

Pricing Scenarios and Total Cost of Ownership

Compare the apparent subscription costs and the hidden implementation costs.

• Swish has clear tiered pricing tied to Shopify plans ($19–$99/month) and includes setup, which reduces outsourced development costs.
• Multi Wishlist likely has a lower subscription fee, but if developer time is needed for integrations, customization, or analytics, the total cost can rise.
• Consider recurring maintenance: if each single-purpose app requires updates or troubleshooting, that adds time and cost over months and years.

Decision checklist:

• Estimate developer hours for integration and styling.
• Assess whether automated communications will be built in-house or via app integrations.
• Calculate likely conversion uplift from wishlist reminders to estimate incremental revenue versus monthly costs.

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

Merchants often start with one specialist app and gradually add more single-purpose tools — a pattern that creates "app fatigue."

What is app fatigue?

App fatigue appears when a merchant manages many single-purpose apps to achieve retention goals (wishlists, reviews, rewards, referrals). Consequences include:

• Management overhead: multiple dashboards, billing cycles, and support contacts.
• Integration gaps: each app has its own data model, making cohesive customer journeys harder to build.
• UX inconsistency: different UI patterns across features confuse customers.
• Hidden costs: separate setup fees and developer work for each tool.

Why a consolidated approach matters

A single integrated retention platform reduces friction by consolidating wishlist features with loyalty, referrals, reviews, and VIP tiers. That improves outcomes like retention, average order value (AOV), and customer lifetime value (LTV) because actions are coordinated across programs rather than siloed.

Growave’s positioning is to reduce tool sprawl with the “More Growth, Less Stack” approach. The value proposition is consolidating core retention features so merchants can run cohesive campaigns without stitching data across multiple apps.

• For loyalty: merchants can build loyalty and rewards that drive repeat purchases and connect them to wishlist behaviour.
• For social proof: use tools to collect and showcase authentic reviews alongside product pages and wishlists to influence purchase decisions.
• For inspiration and case studies: merchants can learn from customer stories from brands scaling retention.

Contextual links above demonstrate how wishlist behavior becomes more valuable when combined with loyalty programs and review social proof. By unifying these efforts, merchants can turn saved intent into lasting revenue streams.

How consolidation changes execution

• Unified customer profiles: Wishlists, earned rewards, referral status and submitted reviews appear in one customer view, enabling more precise personalization.
• Coordinated campaigns: A wishlist reminder can trigger a loyalty reward, or reviewing a wishlisted product can earn points — campaigns that increase LTV.
• Fewer integrations to manage: Rather than connecting wishlists to Klaviyo and a separate loyalty app, an integrated tool allows centralised data flows while still supporting third-party integrations.
• Simplified analytics: Single-pane reporting surfaces how wishlists affect revenue, retention, and campaign performance.

Merchants evaluating consolidation should consider:

• The incremental benefit of cross-feature campaigns versus single-feature performance.
• How much operational time is saved when billing, login, and admin are unified.
• Whether the platform supports enterprise needs, including headless storefronts and Shopify Plus use cases.

Growave in context

Growave combines wishlist features with loyalty, referrals, and reviews into one platform. This reduces the number of subscriptions while enabling cross-feature campaigns that directly improve retention and LTV.

• Growave’s app on the Shopify marketplace is accessible for merchants who prefer native app installs from the platform (available from the Shopify App Store).
• Comparing plan tiers and feature sets is straightforward when evaluating consolidated ROI: merchants can review options and project the combined impact of loyalty, reviews, and wishlists on recurring purchase rates and average order size via the pricing page (compare plans).

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Feature parity and where consolidation gains advantage

• Wishlist basics: Growave provides wishlist functionality comparable to specialist apps while allowing merchants to activate loyalty incentives for wishlisted behavior.
• Reviews & UGC: Instead of a separate reviews tool, Growave’s review capabilities let merchants collect social proof and display it where wishlists drive interest.
• Loyalty integration: Wishlisting could be used to nudge customers into loyalty programs or to reward wishlist actions, something that would require multiple apps if not consolidated — explore building loyalty and rewards that drive repeat purchases.

Pricing transparency & consolidated value

Growave has tiered plans (including a free plan and pay tiers starting at $49/month) that package several retention tools together:

• Entry Plan – $49/month includes loyalty & rewards, reviews, referrals and wishlist functionality.
• Growth & Plus plans add higher order volumes, advanced customizations, and dedicated support.

Merchants should compare the combined cost of multiple single-purpose apps (wishlist + loyalty + reviews + referral) to the single subscription of a consolidated platform. In many cases, consolidation yields better value for money because it avoids duplicated feature overhead and reduces ongoing integration work.

Integration with merchant tech stacks

Growave supports a broad set of platform integrations and storefront architectures. Merchants using Klaviyo, Recharge, Gorgias, or headless setups can still centralize retention without losing advanced capabilities. For merchants on Shopify Plus, Growave provides enterprise-level support and feature sets tailored to scale. See options for merchants seeking solutions for high-growth Plus brands.

Implementation Checklist: Switching or Starting with Wishlist Functionality

This practical checklist helps merchants evaluate both specialist apps and integrated platforms.

• Define target KPI uplift: wishlist-to-purchase rate, uplift in AOV for wishlisted items, repeat purchase rate.
• Audit current stack: list current apps that touch retention (email, reviews, loyalty).
• Map data flows: how will wishlist events reach ESPs, ad platforms, and analytics tools?
• Confirm GDPR and privacy requirements: check data retention and export policies.
• Run a staging test: confirm theme compatibility, move-to-cart flows, and mobile UX.
• Plan campaign sequences: wishlist reminders, loyalty reward incentives, VIP reporting.
• Estimate costs: include subscription fees, developer hours, and potential lost revenue during transition.
• Track results: set up reports to measure revenue attribution from wishlist campaigns.

How to Measure ROI From Wishlist Programs

Measuring the financial impact of a wishlist feature depends on clear attribution and experiment design.

Key metrics:

• Wishlist conversion rate: percent of saved items that convert in a defined period.
• Revenue from wishlisted products versus non-wishlisted baseline.
• Repeat purchase rate among customers who use wishlists.
• Incremental revenue from wishlist-triggered automations (email flows, SMS).

Practical steps:

• Use UTM parameters or event-level tracking (e.g., GA4) to attribute revenue to wishlist-triggered campaigns.
• Run A/B tests where wishlist reminders are enabled for a test cohort and disabled for control.
• Combine loyalty metrics to see if loyalty incentives accelerate wishlist conversion.

Swish’s integrations with GA4 and Klaviyo are useful for these measurements. Consolidated platforms like Growave remove some of the friction by making wishlist-related rewards and reviews directly attributable within a single admin.

Migration Considerations: From Specialist to Integrated Platform

When moving from a single-purpose wishlist app to a platform that combines multiple retention tools, consider:

• Data export/import processes for wishlists and historical interaction data.
• Mapping customer identifiers to avoid duplicate accounts.
• Timing of campaign migration — avoid disabling old reminder flows before verifying replacement workflows.
• Testing cross-feature triggers (e.g., make sure wishlist-earned loyalty points are issued correctly).

Growave offers onboarding and migration assistance on higher-tier plans, which reduces the risk of data loss and campaign downtime.

Final Decision Framework

Use this practical decision tree to choose:

• If the wishlist is the only retention tool required and the store is small with minimal integrations, Multi Wishlist‑MyAppGurus may be enough.
• If the wishlist needs to integrate tightly with Klaviyo/GA4/Meta, or the store plans to scale into headless or Plus, Swish’s features and onboarding make it a robust choice.
• If the goal is to reduce tool sprawl and run coordinated retention campaigns across loyalty, reviews, referrals, and wishlist, a consolidated platform like Growave usually represents better value for money and less operational overhead.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Multi Wishlist‑MyAppGurus, the decision comes down to scale and ecosystem needs. Swish suits merchants who want a supported, integration-friendly wishlist with analytics and enterprise readiness. Multi Wishlist‑MyAppGurus fits stores that require a lean multi-list experience with minimal complexity.

However, for brands aiming to increase retention, reduce operational overhead, and run coordinated campaigns across reviews, loyalty, referrals, and wishlists, consolidating into a single platform can deliver stronger outcomes and better value for money. Growave applies a "More Growth, Less Stack" approach by combining wishlist features with loyalty and reviews in one platform, which reduces integration work and enables cross-feature campaigns that increase lifetime value. Compare plans and project combined ROI on the Growave pricing page to evaluate whether consolidation lowers total cost of ownership and accelerates retention. Compare plans and pricing

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FAQ

How do Swish and Multi Wishlist‑MyAppGurus compare on integrations with email and analytics tools?

Swish offers explicit integrations with Klaviyo, GA4, and Meta, which makes it straightforward to route wishlist events into marketing automations and analytics. Multi Wishlist‑MyAppGurus provides basic data insights and saved item reminders but has fewer documented direct integrations; custom setup may be required to push events into third-party ESPs or analytics tools.

Which app provides better support and onboarding for merchants without developers?

Swish includes free setup and customisation across plans, and Plus-tier merchants receive white-glove onboarding and a dedicated account manager. Multi Wishlist tends to be more self-serve with standard support, making Swish a safer choice for merchants who prefer hands-on onboarding.

When should a merchant choose a specialist wishlist app over an integrated platform?

Choose a specialist wishlist app when the wishlist is the only feature required, the store is small, or the merchant prefers a minimal app footprint. If the merchant plans to coordinate wishlist behavior with loyalty, referrals, or reviews, an integrated platform reduces complexity and often produces higher long-term returns.

How does an all-in-one platform compare to specialized apps for driving repeat purchases?

An all-in-one platform enables cross-feature campaigns: for example, awarding loyalty points when a customer buys from their wishlist or prompting a review after redemption of a wishlist-related reward. These coordinated actions typically increase repeat purchase rates and average order value more effectively than separate single-purpose tools that lack centralized customer profiles and campaign orchestration.