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

Introduction

Choosing the right wishlist app is a small decision that can have outsized effects on conversion rates, average order value, and repeat purchases. With hundreds of wishlist apps in the Shopify ecosystem, merchants must weigh features, integrations, pricing, and long-term scalability rather than picking tools on name recognition alone.

Short answer: Swish (formerly Wishlist King) is a full-featured, merchant-focused wishlist solution with strong analytics, integrations, and white-glove onboarding—well suited to growing brands that need reliability and polish. My Wishlist is a highly affordable, stripped-back tool that covers the core wishlist use cases for stores that only need basic saving and sharing. For merchants who want to reduce tool sprawl and maximize retention across loyalty, referrals, reviews, and wishlist, an integrated platform such as Growave often delivers better value for money and faster long-term growth.

This post provides an in-depth, feature-by-feature comparison of Swish and My Wishlist so merchants can make a practical choice based on budget, technical resources, marketing goals, and growth stage. After a fair assessment, the article explains how an all-in-one retention platform can resolve the limitations of single-purpose apps.

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

Deep Dive: Features and Capabilities

Product and Wishlist Functionality

Swish (formerly Wishlist King)

Swish focuses on a complete wishlist experience rather than a minimal save-for-later widget. Core wishlist functionality covers unlimited wishlists and saved items across sessions, ensuring intent data persists whether a shopper is logged in or browsing as a guest. Notable capabilities include:

• Persistent wishlists that can be connected to customer accounts.
• Multiple wishlist UIs (buttons, icons, product page panels, and popovers) that can be customized to match store design.
• Share options and automated notifications that can be personalized and triggered by price changes, stock updates, or time-based reminders.
• Curated wishlist collections that merchants can use for merchandising and email campaigns.

Because Swish advertises integrations with Klaviyo, GA4, and Meta, wishlist events can power segmented flows, abandoner retargeting, and ads.

Practical merchant outcome: increased recoveries from wishlisters via targeted email flows and improved merchandising based on wishlist popularity.

My Wishlist

My Wishlist aims to keep the feature set minimal and focused on the essential use cases:

• Create and save unlimited items in a wishlist.
• Share wishlist via email.
• Reminder and notification emails (unlimited).
• Simple reports for wishlist items and revenue attribution.

My Wishlist delivers the basics: a quick save button, the ability to share lists, and lightweight analytics. It lacks advanced personalization, automated behavior-driven notifications, and headless/Plus-specific capabilities.

Practical merchant outcome: a low-cost way to allow customers to save product intent and share lists with friends, helpful for smaller catalogs or single-product stores.

Customization and Theming

Swish

Customization is a core selling point for Swish. The app offers:

• Free setup and customization service across all plans.
• Theme compatibility and layout matching to ensure the wishlist UI aligns with the store’s design.
• Shopify Plus and headless compatibility on higher plans.
• Option for white-glove onboarding and dedicated managers on the Plus plan.

For merchants that prioritize UX and brand coherence, Swish reduces friction by delivering a polished, integrated appearance without heavy developer involvement.

My Wishlist

My Wishlist is straightforward to implement, with a focus on rapid setup:

• Minimal theming options provided out of the box.
• Lightweight UI that integrates with many themes without complex customization.
• Intended for merchants comfortable with a simple presentation rather than bespoke styling.

If brand-first design and tailored UI are priorities, My Wishlist’s minimal customization may be limiting.

Integrations and Technical Ecosystem

Swish

Swish lists several integrations that are useful for marketing and data collection:

• Klaviyo for email segmentation and automated flows.
• Google Analytics 4 (GA4) for event tracking and attribution.
• Meta (Facebook) for retargeting and dynamic product ads.
• Works with Checkout, Hydrogen, Markets, Customer Accounts, Search, Recommendations.

These integrations enable wishlist events to feed into conversion optimization, retargeting, and customer lifecycle automation.

My Wishlist

My Wishlist’s integrations are basic and focused on the app’s core flows:

• Native share-by-email capability.
• Built-in reporting for wishlist items and revenue.
• No explicit mention of Klaviyo, GA4, or Meta integrations in the provided data.

For merchants relying heavily on marketing automation or complex analytics stacks, My Wishlist may require custom event forwarding or manual exports.

Analytics, Reporting, and Business Insights

Swish

Advanced analytics is a headline feature for Swish. The app promotes wishlist curation and meaningful insights:

• Reports on wishlist popularity, saved-product trends, and notification-trigger performance.
• Ability to use wishlist data to power product merchandizing decisions.
• Data export or integration with GA4 to combine wishlist signals with broader site metrics.

These capabilities allow merchants to treat wishlist data as first-party signals that inform segmentation, product decisions, and promotional cadence.

My Wishlist

My Wishlist provides basic reporting and a revenue report that links wishlist activity to conversions:

• Save item reports and wishlist-level metrics.
• Revenue reports to understand the direct impact of wishlists on sales.

The reporting suits small stores that want a lightweight view of wishlist performance without complex analytics needs.

Notifications and Automation

Swish

Automation is a differentiator for Swish:

• Personalized automated wishlist notifications (e.g., price drop, back-in-stock, abandoned wishlist reminders).
• Notifications can be used to nudge shoppers at the optimal moment, improving conversion probability.
• Integration with email platforms (like Klaviyo) enables more sophisticated flows tied to wishlist events.

Practical advantage: better conversion recovery and higher intent-to-purchase activation.

My Wishlist

My Wishlist includes reminder emails and “unlimited reminder emails” as a key feature:

• Simple, scheduled reminders to customers about items in their wishlist.
• Email-based sharing and alerts but fewer behavior-driven automation options.

The automation is functional but not as granular or extensible as Swish’s integrations with marketing platforms.

Pricing and Value for Money

When evaluating apps, it is important to compare not just price but the overall value delivered: how features, integrations, support, and scalability map to business outcomes like retention and LTV.

Swish Pricing Structure

Swish’s pricing is tiered by Shopify plan, with the stated monthly costs:

• 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: All features, free setup, unlimited wishlists & sessions.
• Shopify Plus — $99 / month: Designed for Plus with free white-glove onboarding, priority support, dedicated account manager, Hydrogen & headless support.

Value assessment:

• The mid-tier price points are reasonable for merchants seeking built-in integrations and a managed onboarding experience.
• The Plus tier adds enterprise support, which is valuable for high-volume brands needing a reliable partner.
• Because setup and customization are included, Swish reduces one-off implementation costs that otherwise appear as agency fees.

My Wishlist Pricing Structure

My Wishlist’s single plan is simple and low-cost:

• Standard — $3.99 / month: Unlimited saved items, email sharing, wishlist reports, unlimited reminder emails, revenue report.

Value assessment:

• Exceptional low entry price for stores that only need core wishlist saving and sharing.
• Limited feature set keeps costs predictable but may push merchants to add other apps for advanced automation or loyalty features.
• For price-conscious small shops, My Wishlist presents better value for money if wishlist requirements are minimal.

Pricing Comparison: Which Option Produces Better ROI?

• For merchants who measure ROI solely by immediate cost and need minimal wishlist capabilities, My Wishlist provides low upfront cost and faster breakeven.
• For merchants focusing on conversion uplifts, retention-driven campaigns, and integrated analytics, Swish’s higher monthly fees can deliver higher ROI because of reduced manual work, integration benefits, and dedicated support.
• The true cost comparison should include hidden expenses: maintenance, developer time, and the cost of stitching wishlist data into email and ad platforms. Swish reduces hidden integration costs by offering the integrations natively.

Integrations, Extensibility, and Ecosystem Fit

Modern retention strategies rely on connecting customer intent signals across email, ads, and site personalization tools. This section assesses how each app connects to a merchant's broader stack.

Swish

Swish emphasizes integrations with platforms that matter for lifecycle marketing:

• Klaviyo integration drives segmented email flows and dynamic content based on wishlist events.
• GA4 captures wishlist events for cohesive analytics and attribution.
• Meta integrations enable dynamic retargeting based on saved items.
• Support for headless/Hydrogen and Shopify Plus architecture allows technial teams to implement custom experiences without losing wishlist functionality.

Because Swish supports these platforms out of the box, merchants can use wishlist signals directly in downstream marketing campaigns, reducing time-to-value.

My Wishlist

My Wishlist's primary strengths are simplicity and email-based sharing:

• Out-of-the-box email sharing and reminder emails.
• Built-in reporting that surfaces basic wishlist performance metrics.

Where My Wishlist falls short is in automated, event-driven integrations. Merchants that use Klaviyo, GA4, or ad platforms may have to add custom events or middleware to use wishlist data outside the app.

Setup, Onboarding, and Merchant Support

A wishlist’s business impact depends on correct implementation and ongoing support. This section compares setup and support offerings.

Swish Support & Onboarding

• Free setup and customization service across all plans reduces friction to adoption.
• Higher tiers include white-glove onboarding, priority support, and a dedicated account manager.
• Support appears designed for merchants that want hands-on implementation help and a partner to resolve edge cases.

For teams without in-house developers or with complex theme customizations, Swish’s onboarding can shorten the timeframe to measurable results.

My Wishlist Support & Onboarding

• My Wishlist is designed for simple self-service installation and configuration.
• Minimal onboarding is reflected in the app’s low price and single plan approach.
• Support is likely adequate for basic troubleshooting but may not offer the same level of proactive implementation guidance as Swish.

Merchants with limited technical resources but simple wishlist needs will find My Wishlist’s support model sufficient.

Scalability, Performance, and Store Architecture

Swish

Swish targets merchants across growth stages, including Shopify Plus and headless implementations. The app lists compatibility with Checkout, Hydrogen, Markets, and other enterprise-level features, signaling readiness for high-traffic stores. Additional benefits for scaling merchants:

• Dedicated Plus-plan features to support complex storefronts.
• Priority support and a dedicated manager to handle high-request volumes and SLA expectations.
• Architecture suited for consistent wishlist performance at scale.

My Wishlist

My Wishlist is a compact tool made for stores with straightforward architecture. It will work well for standard Shopify themes and smaller catalogs. Limitations include:

• Lack of explicit enterprise support or headless/Hydrogen compatibility.
• Potential difficulties if a merchant later needs to connect wishlist events to more advanced marketing flows.

For stores expecting rapid growth and complex storefronts, My Wishlist could become a constraint, necessitating migration to a more capable solution.

Security, Data Ownership, and Compliance

Both apps operate within Shopify stores and must follow Shopify app standards. Key considerations:

• Data ownership: Merchants should confirm whether wishlist events can be exported and how personal data is handled.
• Compliance: Ensure both apps comply with GDPR and other regional privacy laws where relevant.
• Event tracking: For analytics and ad targeting, confirm that wishlist event naming and mapping align with the merchant’s existing tracking plan.

Swish’s integrations with GA4 and other marketing platforms suggest more explicit support for event-based data flows. Merchants should ask both vendors for data export options and privacy documentation during evaluation.

User Experience and Conversion Impact

A wishlist’s success relies on ease of use for shoppers and the merchant’s ability to convert intent into purchases.

• Swish’s customizable UI and automated notifications improve the shopper experience by aligning with store design and providing timely nudges, which increases the chance that saved items convert.
• My Wishlist’s simplicity reduces cognitive load for shoppers and works well in stores where the wishlist is a straightforward utility rather than a conversion engine.

Both approaches can increase conversions; the difference lies in how much time and automation the merchant wants to invest in converting wishlist signals into sales.

Pros and Cons Summary

Swish (formerly Wishlist King) — Pros

• Rich feature set and advanced automation.
• Free setup and customization across plans.
• Strong integrations with Klaviyo, GA4, and Meta.
• Plus-level support and headless compatibility.
• High rating (5) with a substantial review base (272), indicating broad merchant trust.

Swish — Cons

• Higher monthly cost compared with minimal apps.
• More features may be unnecessary for micro stores.

My Wishlist — Pros

• Extremely low monthly cost ($3.99).
• Unlimited saved items and unlimited reminder emails.
• Simple setup and clean core functionality.
• High rating (5) but low review count (1) — data point caution.

My Wishlist — Cons

• Very limited integrations and automation.
• Minimal customization and enterprise features.
• Small review base makes it hard to validate long-term merchant satisfaction.

Which App Is Best For Specific Merchant Profiles

• For merchants who want the fastest, lowest-cost way to let customers save and share items: My Wishlist is a clear choice. It provides the necessary functionality without complexity.
• For brands that need a robust wishlist that integrates with marketing automation, supports headless or Plus stores, and comes with managed onboarding: Swish is a stronger fit and offers better long-term extensibility.
• For merchants who aim to consolidate retention tools (loyalty, referrals, reviews, wishlist) and reduce app maintenance overhead: an integrated platform like Growave can be a better value for money over time.

Migration Considerations

Switching wishlist providers involves data migration and potential UX changes:

• Export wishlist and customer mapping data where possible.
• Test new event naming conventions in analytics and email flows.
• Communicate changes to customers if wishlist URLs or share mechanisms change.
• Plan the migration during low-traffic windows and validate the new workflow thoroughly.

Swish’s free setup potentially minimizes migration friction, while My Wishlist’s simplicity may speed initial migration but complicate future integrations.

Pricing Scenarios and TCO (Total Cost of Ownership)

When evaluating lifetime costs, merchants should consider:

• Monthly subscription fees.
• Implementation costs (in-house or agency development).
• Cost of additional apps required to fill feature gaps (loyalty, reviews, referrals).
• Time spent on manual processes and data stitching.

Swish reduces hidden technical and operational costs by offering integrations and onboarding; My Wishlist minimizes subscription costs but may require additional apps to achieve similar long-term outcomes.

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

Single-purpose apps solve specific problems, but relying on multiple single-function tools increases maintenance overhead, integration complexity, and recurring costs—this is commonly referred to as app fatigue.

Broad limitations of single-purpose apps:

• Tool sprawl: Each app adds a billing line, a login, and a place to manage settings.
• Fragmented data: Customer signals are siloed, making holistic lifecycle campaigns difficult.
• Integration overhead: Mapping events across email, analytics, and ads requires technical resources.
• Incremental costs: Adding individual tools for loyalty, referrals, reviews, and wishlist quickly increases TCO.

"More Growth, Less Stack" is a practical approach that reduces tool sprawl by combining complementary retention functions into one platform. A multi-feature retention suite helps merchants orchestrate cohesive campaigns across programs and reduces the number of apps to maintain.

Growave positions itself around that philosophy by bundling loyalty, referrals, reviews, and wishlist into a single platform, meaning wishlist intent can feed loyalty and review flows without middleware.

• Loyalty and rewards: Merchants can build loyalty and rewards that drive repeat purchases.
• Reviews and UGC: Collect and display customer content to improve trust and conversion with collect and showcase authentic reviews.

For merchants evaluating the shift from single-purpose wishlist apps to an integrated retention platform, several advantages present themselves:

• Unified customer profiles: Wishlist events are native to the same customer profile that powers loyalty and referral rules, enabling richer personalization.
• Consolidated analytics: Wishlist behavior, review signals, and loyalty engagement can be tracked in one place, reducing attribution complexity.
• Lower long-term TCO: While the monthly fee may be higher than a single wishlist app, the need for multiple subscriptions is eliminated.
• Faster experimentation: Built-in tools enable quick tests—e.g., offer loyalty points for wishlist conversions—without adding apps or creating integrations.

For merchants who prefer a hands-on walkthrough, a tailored demo demonstrates how combined functionality improves retention strategies—Book a personalized demo to see how an integrated retention stack improves retention. This gives a clear path to evaluate cross-feature synergies.

How an Integrated Approach Changes Execution

• Loyalty-driven wishlist incentives: Reward customers for creating wishlists, referring friends via saved items, or converting wishlist items into purchases.
• Review-boosted product discovery: Encourage wishlisters to review products they saved and purchased, using reviews to increase conversion on wishlist landing pages.
• Single source of truth for customer intent: Wishlist signals are immediately available to loyalty engines and referral campaigns.

This reduces friction and creates compounding effects where one feature improves another. Merchants can implement layered strategies—for example, awarding points for wishlist conversions and then using those points in referral incentives—without cross-app orchestration.

Growave in Context

Growave combines multiple retention tools into a single suite, which helps merchants avoid stitching together separate systems:

• Multiple features in one platform reduce the need for standalone wishlist apps and complementary tools.
• Built-in integrations with email, POS, checkout, and third-party platforms streamline data flow.
• A catalog of pricing plans provides options for stores at different stages, including an entry plan and higher tiers built for growth and Shopify Plus.

Merchants evaluating consolidation should compare the recurring fees and feature overlap of their existing stack against the bundled value offered by a platform. For many merchants, the ability to run loyalty campaigns, collect reviews, manage referrals, and serve wishlists from a single console is a meaningful operational simplification.

Practical Recommendations: Choosing Based on Business Goals

• If the immediate priority is cost and the store has a small catalog or niche audience: choose My Wishlist for an economical wishlist solution.
• If the priority is conversion optimization, marketing automation, and maintaining brand polish: choose Swish for its integrations, customization, and onboarding benefits.
• If the priority is long-term retention, reducing app count, and unlocking synergies across loyalty, referrals, reviews, and wishlists: evaluate an integrated platform like Growave. Compare pricing to the total cost of running several single-purpose apps and consider the value of unified customer data and streamlined operations. Merchants can compare pricing and plan options to determine whether consolidation is cost-effective.

Implementation Checklist for Merchants Migrating to a New Wishlist Solution

• Export wishlist items and customer associations from the old app, if possible.
• Map event names and ensure analytics pipelines accommodate new event schemas.
• Coordinate email automation updates to reference new wishlist events (open flows in Klaviyo or other ESPs).
• Test share links, email reminders, and notifications across devices.
• Measure baseline metrics (wishlist saves, wishlist-to-order conversion, AOV for wishlisters) before and after migration.
• Update privacy and TOS language to reflect the new tool’s data handling.

For merchants choosing a multi-feature platform, include loyalty and referral triggers in the migration plan to lock in the benefits of consolidated data.

Realistic Expectations and Metrics to Track

When adopting or replacing wishlist functionality, track the following metrics to assess impact:

• Wishlist saves per visitor (indicates product interest).
• Wishlist-to-order conversion rate.
• Average order value (AOV) of customers who convert off wishlists.
• Engagement with wishlist notifications and email open/click rates.
• Incremental revenue attributable to wishlist-driven campaigns.

Expect initial uplift in engagement as wishlist UX improves; deeper ROI requires integrating wishlist signals into lifecycle programs.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and My Wishlist, the decision comes down to scope and scale. Swish is best for merchants that require a polished, integrated wishlist with advanced analytics, marketing integrations, and managed onboarding—features that justify higher monthly fees for teams focused on retention and conversion optimization. My Wishlist is better for small stores that need a lightweight, low-cost wishlist and are prepared to do without advanced automation or enterprise integrations.

For merchants looking to reduce tool sprawl and drive sustainable retention across loyalty, referrals, reviews, and wishlist, an integrated platform often provides better long-term value. Consolidating multiple retention functions into a single platform reduces maintenance overhead, unifies customer data, and unlocks cross-feature strategies that single-purpose apps cannot match. Merchants can explore bundled plans and evaluate cost savings directly on the platform’s pricing page: consolidate retention features to simplify operations.

Start a 14-day free trial to see how unified retention features deliver more growth with less stack. Begin the free trial and test unified retention workflows

Additional resources for merchants interested in consolidation and growth strategies:

• Learn how to build loyalty and rewards that drive repeat purchases.
• Discover ways to collect and showcase authentic reviews.
• See customer stories from brands scaling retention.
• For enterprise-level needs, view solutions for high-growth Plus brands.
• Install directly or read merchant reviews on the Growave app listing on Shopify.

FAQ

What are the primary differences between Swish and My Wishlist?

• Swish delivers a feature-rich wishlist experience with integrations (Klaviyo, GA4, Meta), advanced analytics, and white-glove onboarding—targeting growing and enterprise merchants. My Wishlist offers a minimal, low-cost solution focused on saving and sharing items with basic reporting, geared toward budget-conscious small stores.

How should a small store decide between a $3.99 wishlist and a more expensive integrated option?

• Choose based on outcomes. If the goal is only to let shoppers save and share items, the low-cost app gives immediate value for money. If the store plans to use wishlist signals in lifecycle marketing, ad retargeting, or merchandising decisions, investing in a more integrated solution will likely pay off via higher conversion and lower operational complexity.

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

• An all-in-one platform consolidates loyalty, referrals, wishlist, reviews, and VIP tiers, creating unified customer profiles and simplified workflows. This reduces recurring costs and integration overhead while enabling cross-feature strategies (e.g., rewarding wishlist conversions). Specialized apps may be cheaper individually but create data silos and additional maintenance work.

If a merchant starts with My Wishlist but plans to scale, what should the migration path look like?

• Track baseline wishlist metrics, export wishlist data, and plan event mapping for analytics and email platforms. Test the new tool in a staging environment. If moving to a platform with loyalty and referral features, define how wishlist signals will trigger rewards or referral incentives and validate those flows post-migration.

Where can merchants see pricing and try an integrated retention platform?

• Merchants can review plan details and start a trial on the pricing page: compare pricing and start a trial. For a guided walkthrough, request a personalized demo to see how consolidation will improve retention workflows: book a personalized demo.