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

Introduction

Choosing the right Shopify app for wishlists can feel like a small decision that has outsized impact on retention, conversions, and the number of apps in a store. Wishlists are more than a convenience feature — they collect intent data, drive return visits, and feed targeted communications that improve conversion rates.

Short answer: Swish (formerly Wishlist King) and Multi Wishlist‑MyAppGurus both deliver core wishlisting features and get top ratings from users, but they target different merchant needs. Swish is suited to merchants who want a polished, fully supported wishlist with integrations and onboarding; Multi Wishlist‑MyAppGurus is a lighter, configurable option for stores that need basic multiple-wishlist capabilities. For merchants aiming to reduce tool sprawl and scale retention, an integrated platform that combines wishlists with loyalty, referrals, and reviews offers better value for money than adding single-purpose apps one-by-one.

This article provides a feature-by-feature, impartial comparison of Swish and Multi Wishlist‑MyAppGurus to help merchants decide which app fits their store today — and when it may be better to choose an all-in-one retention platform instead.

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

Deep Dive Comparison

What each app is trying to solve

Swish (formerly Wishlist King): Product intent as a revenue lever

Swish positions wishlists as a conversion and retention lever, combining front-end features (wishlist buttons, counts, multiple lists) with back-end automation (personalized wishlist reminders). The app emphasizes free setup and customization to match store aesthetics and offers integrations with common marketing tools.

Multi Wishlist‑MyAppGurus: Simplicity and shopper organization

Multi Wishlist‑MyAppGurus focuses on the shopper experience: letting customers save items into multiple named lists, share or keep them private, and move items directly to cart. Its core proposition is faster checkout and better organization for returning shoppers.

Features Compared

Core wishlist capabilities

• Swish:
  • Unlimited wishlists and saved items.
  • Wishlist widgets across the shopping journey (product pages, collections).
  • Multiple wishlist support, with curation and analytics.
  • Move-to-cart functionality.
• Multi Wishlist‑MyAppGurus:
  • Create, name, and manage multiple wishlists.
  • Move-to-cart functionality.
  • Option to display how many times a product has been wishlisted (social proof).
  • Guest access and wishlist management.

Both apps cover essential wishlist behavior: save items, organize lists, and move to cart. The primary differentiation for merchants will be advanced customization, automated communications, and analytics — areas where Swish is more feature-complete on paper.

Personalization & automation

• Swish:
  • Automated and highly personalized wishlist notifications designed to re-engage customers at the optimal time.
  • Integrations allow triggered emails via Klaviyo or tracking in GA4.
• Multi Wishlist‑MyAppGurus:
  • Re-engagement via saved item reminders is referenced, but details on automation depth or third-party marketing platform integration are limited.

If the goal is to convert wishlist signals into targeted campaigns (abandoned wishlist reminders, price-drop alerts), Swish provides clearer paths to automation through native integrations.

Design and front-end flexibility

• Swish:
  • Emphasizes full customization and a free setup service to match store themes.
  • Works with all themes and supports Shopify headless/Hydrogen where required.
• Multi Wishlist‑MyAppGurus:
  • Advertises compatibility with modern Shopify themes and easy setup in the admin.
  • Likely offers button and color options; deeper layout customization may require developer work.

For merchants who need pixel-perfect integration and white-glove onboarding, Swish’s free customization and higher-tier Plus support make it more suitable.

Analytics and insights

• Swish:
  • Advanced analytics to surface wishlist curation trends and product intent.
  • Integrates signals into GA4 for broader behavioral analysis.
• Multi Wishlist‑MyAppGurus:
  • Offers data insights, but with fewer details on the scope and export options.

Merchants that want to make wishlist data actionable across channels will find Swish’s analytics orientation stronger by default.

Multi-store and enterprise support

• Swish:
  • Explicit support for Shopify Plus with priority onboarding, dedicated account manager, and white-glove services for Hydrogen/headless stacks.
• Multi Wishlist‑MyAppGurus:
  • No explicit enterprise plan indicated.

For enterprise merchants or stores on headless stacks, Swish is positioned to handle complex implementations.

Pricing & Value

Swish pricing structure

• Basic Shopify — $19 / month (includes all features, free setup, unlimited wishlists)
• Shopify — $29 / month
• Advanced Shopify — $49 / month
• Shopify Plus — $99 / month (includes white-glove onboarding, priority support, dedicated account manager, Hydrogen & headless support)

Swish clearly segments plans by Shopify plan and adds Plus-level services for enterprise stores. The inclusion of free setup and unlimited wishlists at even the lowest tier indicates a predictable cost for most stores.

Multi Wishlist‑MyAppGurus pricing

• Pricing plans were not listed in the provided data. The app description focuses on functionality rather than pricing transparency.

When pricing is not published, the perceived risk increases for merchants who prefer predictable monthly costs. Transparent pricing (as Swish provides) is a plus for planning.

Value considerations

• Swish offers clear value for stores that need professional onboarding and integrations — the included setup and Klaviyo/GA4/Meta integrations accelerate time to value.
• Multi Wishlist‑MyAppGurus likely offers strong value for stores that only need the wishlist interface and want a lighter footprint, assuming the price is accessible.

Rather than comparing on "cheaper," the right lens is value for money: estimate the expected lift in conversion and repeat purchase frequency from wishlist-driven reminders, then compare that against monthly fees and setup time.

Integrations & Ecosystem Compatibility

Marketing platform integrations

• Swish:
  • Native or out-of-the-box integrations with Klaviyo, GA4, and Meta (Facebook/Instagram).
  • This enables wishlist events to be used in email flows, ad retargeting, and analytics.
• Multi Wishlist‑MyAppGurus:
  • No explicit native integrations listed; likely limited to exporting data or basic webhooks.

For merchants running sophisticated email automation or paid retargeting, Swish reduces integration lift.

Shopify features & headless compatibility

• Swish:
  • Works with Checkout, Hydrogen, Markets, and provides Plus-level headless support.
• Multi Wishlist‑MyAppGurus:
  • Compatible with modern Shopify themes; no mention of headless/Hydrogen.

Merchants on headless setups will prefer Swish’s explicit support.

Third-party tool compatibility

• Swish:
  • Plays with customer accounts, recommendations, and advanced analytics stacks.
• Multi Wishlist‑MyAppGurus:
  • Focuses on core wishlist behavior; expects merchants to handle broader orchestration elsewhere.

If the store stack already includes Klaviyo, GA4, or FB/Meta, Swish’s integrations simplify event wiring.

User Support & Onboarding

Swish support model

• Free setup and customization on every plan.
• Priority support, dedicated account manager, and white-glove onboarding for Plus.
• Rated 5.0 across 272 reviews, indicating strong user satisfaction and active support.

Multi Wishlist‑MyAppGurus support model

• App says easy setup through Shopify admin.
• With only 6 reviews (rating 5.0), public feedback is limited; support quality may be harder to gauge.

Merchants that prioritize onboarding and rapid configuration will find Swish’s promise of free customization reassuring. Low review volume for Multi Wishlist makes it harder to predict the real-world support experience.

Implementation & Customization

Implementation timeline

• Swish:
  • Offers free setup and customisation service, which typically shortens implementation from days/weeks to hours/days depending on scope.
• Multi Wishlist‑MyAppGurus:
  • Designed for easy in-admin setup; likely fast to activate and useful for stores without complex theme customizations.

Customization depth

• Swish:
  • Deeper options for theme matching, custom templates, and integration code for headless or unique flows.
• Multi Wishlist‑MyAppGurus:
  • Standardizable options that work out-of-the-box; less emphasis on bespoke styling services.

Stores with unique UI needs or multi-brand themes will appreciate Swish’s customization service.

Analytics, Reporting & Use of Wishlist Signals

How wishlist data is used

• Swish:
  • Advanced analytics and integrations with GA4 mean merchants can treat wishlist actions as first-party behavioral signals for remarketing lists, cohort analysis, and product performance.
  • Personalized wishlist notifications help convert intent into purchases.
• Multi Wishlist‑MyAppGurus:
  • Provides basic data insights and re-engagement reminders; likely sufficient for simple remarketing but not for complex attribution.

If the objective is to feed intent into lifecycle campaigns (welcome sequences, winbacks, back-in-stock), Swish enables a more structured approach.

Performance & Scalability

Load and session handling

• Swish:
  • Described as supporting unlimited sessions and unlimited wishlists, and scaled plans for Plus with dedicated support.
• Multi Wishlist‑MyAppGurus:
  • No explicit limits specified; for most stores the app will be technically adequate, but enterprise-level scaling needs are not covered.

Growing stores with thousands of daily sessions will want confirmation of how wishlist data scales and whether support handles spikes; Swish’s Plus plan addresses these concerns.

Security & Data Ownership

Both apps operate within Shopify and follow the platform's standard data practices. Merchants should verify:

• How wishlist data is stored and exported.
• Whether event logs can be piped to analytics or marketing platforms.
• Data retention policies and compliance with privacy requirements.

Swish’s built-in integrations suggest streamlined event flows; merchants that require data exports should confirm policies with either vendor.

Merchant Experience: Setup, Day-to-Day, and ROI

Day-to-day use

• Swish:
  • Dashboard for wishlist analytics and management with automation controls.
  • Automated notifications reduce manual follow-up and personalize shopper journeys.
• Multi Wishlist‑MyAppGurus:
  • Lightweight admin for wishlist management and basic re-engagement.

If team bandwidth is limited, apps that include automation (like Swish) reduce manual overhead.

Expected ROI drivers

• Increased return visits from saved items.
• Conversions from wishlist reminders and price-drop alerts.
• Uplift in lifetime value when wishlist data feeds into loyalty or VIP tiers.

Merchants should calculate incremental revenue from wishlists by tracking conversion rates of wishlist-driven campaigns and comparing against subscription fees.

Use Cases & Merchant Profiles

Best fit: Swish

• Medium to large merchants that rely on automated lifecycle marketing and want wishlists integrated into email and analytics.
• Stores that need white-glove onboarding, headless/Hydrogen support, or Shopify Plus-level account management.
• Brands that expect to act on wishlist signals (personalized email flows, retargeting).

Best fit: Multi Wishlist‑MyAppGurus

• Small merchants that need multiple wishlist lists for their customers and want straightforward, fast setup.
• Stores that prioritize a simple front-end wishlist UI and don’t require deep marketing integrations immediately.
• Merchants experimenting with wishlists before committing to a larger retention strategy.

When to choose neither (and look for an integrated solution)

• If the wishlist is only one of several retention tools required (loyalty, reviews, referrals, VIP tiers), adding single-purpose apps increases complexity and maintenance overhead.
• Merchants seeking consolidated customer profiles and unified reporting will benefit more from an integrated retention platform that centralizes wishlists with loyalty, reviews, and referrals.

Pros & Cons Summary

Swish — Pros

• Strong review volume (272 reviews) with a 5.0 rating indicates consistent merchant satisfaction.
• Free setup and customization across plans.
• Integrations with Klaviyo, GA4, Meta out of the box.
• Plus plan with white-glove onboarding and dedicated account manager.
• Designed for headless/Hydrogen stacks and Shopify Plus.

Swish — Cons

• Monthly cost can add up across subscriptions as more single-purpose apps enter the stack.
• For merchants who only need basic wishlist UX, some features may be underused.

Multi Wishlist‑MyAppGurus — Pros

• Clean feature set for multiple wishlists and move-to-cart functionality.
• Social proof through wishlist counts.
• Likely fast and lightweight to install.

Multi Wishlist‑MyAppGurus — Cons

• Very low review count (6 reviews) makes public validation sparse.
• No published pricing or clear enterprise support options.
• Fewer documented integrations for lifecycle marketing.

Migration, Coexistence & Data Portability

Before installing or switching apps, merchants should consider:

• Can existing wishlist data be exported from the current app and imported into the new one?
• Will customer accounts and anonymous session data match up after migration?
• How easy is it to disable the app without affecting storefront performance?

Swish’s free setup service may include migration assistance; merchants should confirm capabilities during onboarding. When integrating wishlists alongside other retention tools, ensure events are consolidated into the main analytics and marketing platforms for consistent customer profiles.

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

The problem: app fatigue and tool sprawl

App fatigue happens when merchants add single-purpose apps to address individual problems (a wishlist app, a loyalty app, a reviews app), causing:

• Higher recurring costs.
• Fragmented customer data across disconnected silos.
• Increased development and maintenance overhead.
• Longer onboarding time when each app requires customization.

This increases the chance of inconsistent customer experiences and slows the ability to act on aggregated behavioral signals.

A better approach: consolidate retention features

A single platform that bundles wishlists with loyalty, referral, reviews, and VIP tiers reduces complexity and delivers a unified view of customer behavior. Centralized data enables more precise segmentation, better reward strategies, and clearer ROI measurement.

Growave’s "More Growth, Less Stack" value proposition

Growave presents a retention-first platform designed to replace multiple single-function apps with an integrated suite covering Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers. This approach reduces the number of vendors a merchant must manage and centralizes customer engagement tools in one place.

• Growave combines essential retention tools so merchants can consolidate retention features and reduce monthly spend by avoiding multiple subscriptions. See how plans compare on the pricing page.
• The platform supports integration into existing marketing workflows to collect and use wishlist signals alongside loyalty behavior and referrals, helping merchants build loyalty and rewards that drive repeat purchases.
• For stores prioritizing social proof, Growave helps collect and display reviews and UGC so merchants can collect and showcase authentic reviews.

Book a personalized demo to see how an integrated retention stack improves retention. (This is a Hard CTA.)

How an all-in-one platform changes the math

• Consolidated monthly fees: replacing multiple apps with a single vendor often reduces total cost and simplifies billing. Merchants can review plans and decide which tier meets volume and feature needs on the pricing page.
• Unified customer profiles: wishlist saves, loyalty points, referral activity, and review behavior feed into one profile to enable better segmentation and more relevant messaging.
• Faster activation and less maintenance: managing one app reduces developer time for theme integration, events wiring, and troubleshooting. Growave is also available to install from the Shopify App Store.

Feature parity and incremental gains

Growave includes wishlist functionality alongside loyalty programs and review capture, so merchants don’t lose wishlist capabilities when moving to an all-in-one solution. Because wishlist events already feed into the same platform that runs loyalty rewards and referral campaigns, merchants can:

• Trigger rewards for wishlist-driven purchases (e.g., bonus points for purchasing a wishlisted item).
• Use wishlist intent to seed personalized referral rewards or VIP tier invitations.
• Surface wishlisted items in marketing emails and on loyalty pages to encourage conversions.

All of this is available while still offering loyalty and rewards that drive repeat purchases and the ability to collect and showcase authentic reviews.

Integrations and scale

Growave supports integration with major marketing and e-commerce tools — Klaviyo, Omnisend, Recharge, and more — enabling wishlist events to flow into existing email and lifecycle campaigns. Merchants can compare the cost of maintaining multiple apps versus the efficiency of a single platform on the pricing page.

Growave is also available on the Shopify App Store, making installation straightforward for Shopify merchants.

When an all-in-one platform is not the right move

There are cases where a single-purpose wishlist app still makes sense:

• A micro-store testing wishlists for the first time and unwilling to commit to an all-in-one subscription.
• A merchant already deeply invested in bespoke solutions and unwilling to migrate.
• Cases where the wishlist is a near-term experiment and not yet central to the retention strategy.

For most merchants looking to grow repeat purchases and reduce stack complexity, an integrated platform delivers better long-term value.

Implementation Checklist: Choosing and Installing a Wishlist (or Integrated) Solution

• Define objectives: is the wishlist primarily a conversion tool, a data source for automation, or a loyalty signal?
• Inventory existing tools: list email providers, analytics, and loyalty apps that need to ingest wishlist events.
• Evaluate integrations: confirm whether the app supports direct Klaviyo/GA4/Meta connections or requires middleware.
• Migration planning: confirm export/import options for existing wishlist items.
• Budget across TCO: calculate subscription cost, implementation time, and expected uplift in repeat purchases.
• Measure outcomes: set KPIs (wishlist-to-purchase conversion rate, re-engagement rate, LTV uplift) and a testing window.

Merchants that want to consolidate retention features can compare subscription tiers and install options on the Growave pricing page or find the app on the Shopify App Store.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Multi Wishlist‑MyAppGurus, the decision comes down to needs and scale. Swish is a strong fit for brands that want a fully supported wishlist solution with free setup, robust integrations (Klaviyo, GA4, Meta), and enterprise options for headless or Plus stores. Multi Wishlist‑MyAppGurus is a solid option for merchants that need straightforward multiple-wishlist functionality with a lightweight footprint and fast admin setup.

Pivoting to the larger strategic picture: single-purpose apps solve single problems, but they also multiply vendors, subscriptions, and integration work. For merchants focused on retention, an integrated platform that bundles wishlists with loyalty, referrals, reviews, and VIP tiers provides better value for money and a unified customer view that drives higher LTV.

To explore an all-in-one alternative that reduces tool sprawl while combining wishlist functionality with loyalty and reviews, start a 14-day free trial to see how a unified retention stack accelerates growth. (This is a Hard CTA.)

FAQ

How do Swish and Multi Wishlist‑MyAppGurus differ in terms of integrations?

Swish advertises direct integrations with marketing and analytics platforms like Klaviyo, GA4, and Meta, plus headless/Plus support — making it easier to use wishlist events in automated email flows and ad targeting. Multi Wishlist‑MyAppGurus focuses on the wishlist interface and basic re-engagement; merchants should confirm integration options directly if deeper orchestration is required.

Which app is better for Shopify Plus or headless setups?

Swish explicitly supports Shopify Plus and Hydrogen/headless stacks, offering dedicated account management and white-glove onboarding at the Plus tier. Multi Wishlist‑MyAppGurus does not list enterprise or headless support in the available information.

Are there migration issues when switching wishlist apps?

Potential issues include matching anonymous session data to customer accounts, exporting and importing wishlisted items, and re-mapping event names for analytics. Swish’s free setup service may assist with migration; merchants should request details during onboarding. For consolidated data across loyalty, referrals, and reviews, an integrated platform reduces migration complexity.

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

An all-in-one platform centralizes wishlist data with loyalty, referral, and review systems, enabling unified customer profiles and fewer monthly subscriptions. This approach reduces maintenance overhead and improves the ability to run cross-functional campaigns that leverage wishlist intent. Single-purpose apps can be more cost-effective for narrow needs, but they increase tool sprawl as retention requirements grow.