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

Introduction

Choosing the right wishlist app is a common blocker for merchants who want to increase conversion, recover intent, and gather product demand signals without bloating the store with too many single-purpose tools. Wishlists can drive repeat visits, collect signals for merchandising, and fuel email flows — but not all wishlist apps deliver the same mix of features, integrations, or long-term value.

Short answer: Swish (formerly Wishlist King) is a robust, full-featured wishlist solution best suited for merchants who want advanced customization, analytics, and enterprise-ready integrations. Pro Wishlist is positioned as a simple, theme-friendly wishlist for fast setup and basic tracking, but public data for it is limited. For merchants seeking broader retention impact and better value for money, a unified retention platform like Growave often outweighs adding another single-function app.

This article compares Swish and Pro Wishlist feature-by-feature, pricing-by-pricing, and support-by-support to help merchants decide which app fits the store’s immediate needs. After the direct comparison, the piece explores the limitations of single-purpose apps and presents Growave as an integrated alternative for merchants seeking a consolidated retention stack.

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

Deep Dive Comparison

Product Positioning and Scope

Swish: Feature-Rich Wishlist for Ambitious Brands

Swish presents itself as a high-capability wishlist solution. The app emphasizes customization, analytics, automation, and integrations. Swish frames the wishlist as not just a convenience feature but a conversion and retention tool — with targeted notifications, wishlist curation, and compatibility across theme types and headless stacks. The public listing shows 272 reviews and a 5.0 rating, indicating a significant user base with strong satisfaction.

Strengths emphasized:

• Free setup and customization across plans.
• Automated wishlist notifications (for price drops, back-in-stock, reminders).
• Integrations that support marketing and analytics (Klaviyo, GA4, Meta).
• Plus plan services: white-glove onboarding, priority support, dedicated manager.

Pro Wishlist: Simplicity and Speed

Pro Wishlist is positioned as a plug-and-play solution: install, match to theme, and enable wishlist saving in under five minutes. Key features highlighted include guest wishlist (no login required), tracking of most-saved products for merchandising, and responsive support. However, public data shows 0 reviews and a 0.0 rating, and pricing or plan details are not listed, which limits the ability to evaluate real-world adoption, support history, or reliability.

Core promises:

• Very fast setup and seamless theme integration.
• Basic product-saved analytics.
• Guest wishlist experience for frictionless saving.

Feature Comparison

Wishlist Creation & UX

Swish

• Persistent wishlist across sessions and devices (unlimited wishlists & saved items).
• Integrates with customer accounts when available; supports guest flows too.
• Highly customizable UI to match store aesthetics.
• Free setup ensures front-end components fit the theme and user experience.

Pro Wishlist

• Theme-native placement intended to feel like part of the store.
• Instant setup in under five minutes.
• Guest wishlist support that allows saving without accounts.
• Less emphasis on deep customization; focused on speed and simplicity.

Practical takeaway: If pixel-perfect front-end control or cross-device persistence tied to accounts matters, Swish offers more options. If the priority is immediate, low-friction wishlist functionality with minimal implementation time, Pro Wishlist is designed for that.

Notifications, Automation & Conversion Flow

Swish

• Built-in wishlist notifications (personalized and automated): price-drop, back-in-stock, reminders.
• Marketing integration support enables wishlist-driven email flows in platforms like Klaviyo.
• Curation features allow merchandising of saved lists and re-promotion.

Pro Wishlist

• Basic tracking of most-saved products for inventory or merchandising decisions.
• No public mention of automated wishlist notifications or advanced personalized flows.
• Likely intended to hand off signals to merchants rather than orchestrate complex automation.

Practical takeaway: Merchants who want wishlist events to actively trigger re-engagement messages should lean to Swish. For a light signal into existing operations, Pro Wishlist suffices.

Analytics & Reporting

Swish

• Advanced analytics and wishlist curation claim to provide "meaningful insights."
• Integration with GA4 and native analytics helps track wishlist-driven conversions.
• Merchants receive actionable data for product prioritization and promotion.

Pro Wishlist

• Offers tracking of most-saved products; likely basic reporting dashboards.
• No published detail on exportability, GA integration, or event-level analytics.

Practical takeaway: Swish clearly prioritizes data and tagging for analytics, which supports merchandising, email segmentation, and CRO optimizations. Pro Wishlist provides a simpler signal useful for quick inventory or popularity checks.

Integrations & Technical Compatibility

Swish

• Explicitly lists integrations and compatibility: Klaviyo, GA4, Meta, Hydrogen, headless stacks, and common Shopify features (Customer Accounts, Search, Recommendations).
• Shopify Plus customers receive extra onboarding and dedicated support; Hydrogen/headless stacks are covered in Plus plan.
• Works with checkout and other Shopify systems where applicable.

Pro Wishlist

• Focuses on seamless theme integration, suggesting strong compatibility with standard Shopify themes.
• No detailed list of third-party marketing or analytics integrations on the public listing.
• Lacks explicit headless or Plus-level compatibility notes.

Practical takeaway: For stores that use advanced marketing stacks or headless architectures, Swish provides clearer, proven compatibility. For stores using standard themes and wanting simple theme integration, Pro Wishlist may suffice.

Customization & White-Glove Services

Swish

• Free setup and customization service across all plans — meaningful for merchants without internal development resources.
• Plus plan includes white-glove onboarding, priority support, and a dedicated account manager.
• Customization extends into visual and behavioral wishlist settings.

Pro Wishlist

• Prioritizes “setup in under 5 minutes,” with responsive support for technical assistance.
• No public offering of white-glove onboarding or dedicated account teams.
• Customization likely limited to theme fit and basic settings.

Practical takeaway: Merchants with limited development resources or expecting complex UX requirements will find Swish’s onboarding services useful. Pro Wishlist targets merchants who want a fast, self-serve setup.

Pricing & Value for Money

Swish Pricing Breakdown (published)

• Basic Shopify — $19 / month: For Shopify Basic stores; includes all features; free setup; unlimited wishlists & sessions.
• Shopify — $29 / month: For Shopify plan stores; includes all features; free setup.
• Advanced Shopify — $49 / month: For Advanced stores; same feature set and setup.
• Shopify Plus — $99 / month: Adds free white glove onboarding, priority support, dedicated account manager, Hydrogen & headless stacks.

Value considerations:

• Predictable, tiered pricing aligned with Shopify plan level.
• Free setup across plans reduces the one-time implementation cost and time.
• Plus plan increases ongoing cost but includes services that can justify the fee for high-volume or headless merchants.

Pro Wishlist Pricing

• Not disclosed in the public listing; no plans shown.
• Lack of visible pricing makes direct value comparisons difficult.
• Unknown if there is a free tier, one-time fee, or revenue-based price.

Value considerations:

• If Pro Wishlist is low-cost or free, it could be a cost-effective starting point.
• The opaque pricing model creates uncertainty about long-term costs or feature gating.

Practical takeaway: Swish offers transparent, plan-aligned pricing with clearly advertised services, which makes budgeting straightforward. The absence of published pricing for Pro Wishlist is a risk for merchants who need predictable platform costs.

Support, Reviews, and Credibility

Swish

• 272 reviews and a 5.0 rating on the app listing indicate significant adoption and a strong satisfaction signal.
• Free setup and dedicated Plus support imply a hands-on approach to customer success.
• Public reviews can be audited by merchants to validate claims about onboarding, uptime, and integration quality.

Pro Wishlist

• 0 reviews and a 0.0 rating offers no public validation of real-world use or support responsiveness.
• Responsive support is claimed, but ability to evaluate response time, technical resolution, and merchant satisfaction is limited without user reviews.

Practical takeaway: A high review count and excellent rating tilt credibility toward Swish. Merchants should treat Pro Wishlist as higher risk due to the lack of public feedback and should request demos or trial periods before committing.

Performance, Scalability & Headless Readiness

Swish

• Explicit mention of Hydrogen and headless stacks, and enhanced Plus plan support indicates readiness for modern storefront architectures.
• Scalability is reinforced by unlimited wishlists/sessions and enterprise-style onboarding for Shopify Plus.

Pro Wishlist

• Focus on theme-native integration suggests strong performance for standard storefronts but no explicit headless or Plus support.
• Scalability unknown; merchants with high traffic or custom stacks should request technical documentation and stress tests.

Practical takeaway: High-growth or headless merchants should prefer Swish unless Pro Wishlist can demonstrate compatibility with specific architecture and performance benchmarks.

Data Ownership, Privacy, and Compliance

Swish

• Integrations with analytics and marketing platforms require clear event tracking and consent handling.
• Merchants should review Swish’s data processing documentation to confirm GDPR/CPRA and data storage policies, especially when integrating with third-party ESPs.

Pro Wishlist

• Details not published on data handling or integrations.
• Merchants should ask for documentation on how guest wishlist data is stored and whether it respects customer privacy controls.

Practical takeaway: For regulated markets or stores with strict privacy obligations, requesting privacy and data-handling documentation from either vendor is essential before implementation.

Migration and Implementation Considerations

Swish

• Free setup and customization reduce the time and risk of migration.
• Offers services to tailor the UI and match store design, which can shorten testing cycles.
• Integration with Klaviyo and GA4 simplifies wiring wishlist events into existing automation.

Pro Wishlist

• Quick, theme-native setup is attractive for fast rollouts but may require additional work to export or integrate wishlist events into other systems if integrations are limited.
• Lack of published onboarding services suggests more DIY effort.

Practical takeaway: If the store has limited development bandwidth, Swish’s onboarding can reduce total cost and time. For teams that can implement and wire events themselves, Pro Wishlist’s simplicity may be sufficient.

Pricing Transparency and Predictability

• Swish publishes clear tiered pricing and feature parity across plans (with Plus-level services adding white-glove support). This clarity helps merchants forecast costs and justify ROI from increased wishlisting and re-engagement.
• Pro Wishlist’s absence of public pricing introduces uncertainty that can complicate budgeting decisions, especially for merchants scaling order volume where incremental app costs add up.

Use Cases and Recommendations

Best For: Swish

• Brands looking for a wishlist that integrates into an omnichannel retention strategy (email automations, back-in-stock flows, and personalized messaging).
• Shopify Plus merchants or headless storefronts that need dedicated onboarding and a solution compatible with Hydrogen stacks.
• Merchants who want analytics to prioritize merchandising, improve inventory planning, or create curated wishlist campaigns.
• Stores lacking internal development resources that can benefit from free setup and white-glove services.

Suggested merchant action:

• Review the public reviews (272 reviews, 5.0 rating) to verify fits with similar stores.
• Plan to use wishlist events in Klaviyo or GA4 flows immediately to test lift in recovery and conversion.

Best For: Pro Wishlist

• Small to medium merchants who want a simple, fast wishlist widget that matches the theme and can be deployed quickly.
• Stores that care primarily about guest experience and product popularity tracking, without requiring advanced automations or headless compatibility.
• Merchants who prefer to keep the tech stack minimal and can handle integrations or analytics wiring on their own.

Suggested merchant action:

• Request a demo or trial given the lack of public reviews and pricing.
• Confirm how wishlist events are exposed for analytics or exported for marketing flows.

When Neither Is Ideal

• Merchants who need not only wishlists but also loyalty, reviews, referrals, and VIP tiers from a single, integrated system to reduce tool sprawl.
• Stores that want consolidated analytics across reviews, referrals, and wishlist behavior — connecting those signals often requires either custom engineering or an integrated platform.

If the goal is to build long-term repeat purchase behavior and increase customer lifetime value (LTV), evaluating platforms that combine wishlist functionality with loyalty and reviews will deliver higher strategic value.

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

The Problem: App Fatigue and Tool Sprawl

Stores commonly add single-purpose apps to solve immediate needs: a wishlist here, a review widget there, a referral app, and a separate loyalty program. Over time this creates:

• Higher total monthly costs and overlapping fees.
• Multiple integrations that complicate analytics and make cross-feature campaigns harder to execute.
• Fragmented UX where points, referrals, and wishlisting don’t share data or customer context.
• Increased maintenance overhead and potential performance degradation.

This "app fatigue" reduces the marginal value of each new tool and can slow growth by introducing operational complexity.

The Solution: More Growth, Less Stack

An integrated retention platform removes duplication and connects customer signals (wishlists, reviews, referrals, and loyalty) into a single data model. That approach simplifies campaign building, reduces monthly overhead, and improves the coherence of the customer experience.

Growave’s approach emphasizes consolidation: loyalty, referrals, reviews & UGC, wishlist, and VIP tiers combined into one suite so merchants can orchestrate multi-channel retention strategies without stitching multiple vendors together.

• For merchants evaluating retention beyond wishlists, Growave lets teams build cross-functional campaigns—like rewarding wishlist saves with points or pushing high-save products into loyalty promotions—without custom engineering.
• Using a single platform also makes reporting consistent: attribution of repeat purchases to combined tactics (reviews + wishlist + referral) is easier to measure.

How Growave Addresses Common Wishlist Gaps

• Wishlist events feed directly into loyalty and rewards campaigns, enabling gamified conversion paths from saved items to purchases.
• Integrated reviews let merchants collect social proof tied to wishlist behavior (e.g., promote highly wishlisted items with verified reviews).
• Referral mechanics can amplify wishlist-driven sharing, where a saved product triggers referral incentives.
• The suite includes APIs and integration points for enterprise needs (checkout extensions, headless support at higher tiers).

Merchants can learn about Growave’s plans and decide whether consolidation is the right step by checking options to compare plans and pricing. For stores that prefer to start from the Shopify ecosystem, Growave can also be installed from the Shopify App Store.

Integrations That Matter (Contextual Examples)

• To convert wishlist signals into email flows, merchants can link wishlist actions to Klaviyo and other ESPs. Growave’s integrations support syncing data efficiently; merchants can explore how to collect and showcase authentic reviews and use review content to push high-intent wishlist items into campaigns.
• Growave’s loyalty features enable building loyalty and rewards that drive repeat purchases. When wishlist behavior is treated as an actionable event in a loyalty program, merchants can reward intent with points or exclusive offers.

These connected capabilities reduce the need to buy multiple niche apps and help merchants measure the combined impact of retention initiatives more clearly. For stores evaluating Growave, it is possible to compare plans and pricing and see fits for small stores through enterprise.

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

Examples of Strategic Uses After Consolidation

• Reward wishlist saves: Grant points when a customer saves an item, encouraging return visits and email opt-ins.
• Social proof amplification: Automatically showcase verified reviews on pages of highly saved items to increase trust and conversion.
• VIP merchandising: Create VIP-only offers for customers who consistently save high-value items or reach certain loyalty thresholds.
• Single-source analytics: Use combined datasets to understand how wishlist activity contributes to repeat purchase frequency and LTV.

Each of these flows is simpler to implement and maintain when wishlist, reviews, and loyalty are part of the same platform ecosystem.

Migration Considerations from Single-Use Apps

• Audit existing wishlist data and export user-saved lists if possible (ask the current vendor for data exports).
• Map wishlist events to loyalty triggers and review campaigns to avoid losing momentum when switching systems.
• Test a phased rollout: enable wishlist migration in a staging environment first to validate event mapping and UX before switching live.

Merchants can review customer stories and see real-world examples of consolidation benefits by exploring customer stories from brands scaling retention.

Who Benefits Most from Consolidation?

• Merchants with 500+ monthly orders who need predictable, consolidated tooling and better ROI from retention.
• Brands on growth trajectories that need fewer vendors and better support for headless or Plus-level implementations.
• Teams with limited engineering bandwidth that value ready-made flows and a single integration surface.

For merchants on Shopify Plus, Growave also offers solutions built for enterprise needs; see details on solutions for high-growth Plus brands.

Implementation Checklist: Choosing and Rolling Out Wishlist Functionality

• Define primary goal: conversion lift, inventory signals, re-engagement, or UX enhancement.
• Inventory existing tools: email provider, analytics platform, loyalty program, reviews app.
• Evaluate integration needs: Does the wishlist need to send events to Klaviyo or GA4? Is headless support required?
• Check onboarding options: free setup and white-glove onboarding reduce implementation risk.
• Verify analytics and reporting: ensure the app exposes events and provides dashboards for product saves and conversion attribution.
• Confirm privacy and data-handling compliance: GDPR/CPRA requirements and exportability of user data.
• Pilot: run A/B test or incremental rollout to measure impact on add-to-cart rate and conversion.

Swish simplifies many of these steps with free setup and explicit integrations, while Pro Wishlist may be faster to deploy but requires more manual wiring for analytics or automation.

Cost-Benefit Framework

When assessing wishlist vendors, consider these ROI levers:

• Recovery Revenue: percent of wishlist reminders that convert into purchases.
• Frequency Lift: increase in return visits attributable to wishlist notifications.
• Product Insights: merchandising improvements from “most-saved” analytics.
• Operational Cost: development and maintenance hours saved by vendor onboarding vs. in-house implementation.
• Tool Consolidation Savings: reduced monthly fees when moving from multiple vendors to a single suite.

Swish’s pricing transparency and free onboarding often reduce the operational cost and time-to-value. Pro Wishlist could deliver lower upfront costs if the app is free or inexpensive, but the long-term need for additional apps might erode savings.

Security, Reliability & SLA Expectations

• Swish’s Plus plan offers priority support and a dedicated account manager which typically correlates to stronger SLAs for uptime and issue resolution.
• Pro Wishlist’s support is described as responsive but lacks public evidence through reviews or published SLAs.
• Merchants requiring formal SLAs for uptime or enterprise support should confirm terms before committing.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Pro Wishlist, the decision comes down to the scope of wishlist needs and appetite for future consolidation. Swish is the stronger option for merchants who need enterprise-ready features, headless compatibility, robust analytics, and hands-on onboarding — backed by 272 reviews and a 5.0 rating. Pro Wishlist is positioned for merchants who want a fast, theme-integrated wishlist with guest saving and minimal setup, but the lack of public reviews and pricing information raises questions about long-term reliability and transparency.

For merchants who want to avoid tool sprawl and get more strategic uplift from wishlists, consider an integrated retention platform that combines wishlist, loyalty, reviews, and referrals. Consolidating these functions into one platform improves measurement, reduces maintenance, and often provides better value for money across the entire retention stack. To evaluate options and pricing tiers, merchants can compare plans and pricing or install Growave from the Shopify App Store to test the suite.

Start a 14-day free trial to see how a unified retention stack reduces complexity and increases customer lifetime value. (This is a Hard CTA.)

FAQ

Q: How does Swish compare to Pro Wishlist for a small store on a tight timeline?
A: For rapid deployment and a theme-native feel, Pro Wishlist fits the bill if the merchant only needs basic “save for later” behavior. However, Swish’s free setup can still be attractive for small stores that prefer a turnkey implementation with clear analytics and integration capabilities.

Q: Which app provides better data and integration for marketing automation?
A: Swish clearly emphasizes integrations (Klaviyo, GA4, Meta) and advanced analytics, making it more suitable for merchants who want to trigger automated marketing flows from wishlist events. Pro Wishlist focuses on product-saving metrics but does not publish comprehensive integration details.

Q: Is Pro Wishlist riskier because it has no reviews or visible pricing?
A: The absence of reviews and public pricing increases uncertainty. Merchants should request demos, references, and pricing before committing to ensure the app meets their needs and support expectations.

Q: How does an all-in-one platform compare to specialized apps like Swish or Pro Wishlist?
A: An all-in-one platform consolidates wishlist functionality with loyalty, reviews, referrals, and VIP tiers so merchants can orchestrate cross-channel retention campaigns without stitching multiple tools. This often delivers better long-term value by reducing monthly fees, simplifying analytics, and enabling campaigns that combine product intent (wishlists) with rewards and social proof. Merchants can explore how integrated features work together by reviewing options to compare plans and pricing and learning how to collect and showcase authentic reviews and build loyalty and rewards that drive repeat purchases.