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

Introduction

Choosing the right wishlist app can feel like a small decision with big consequences. Wishlists influence conversion timing, inventory visibility, and long-term retention — yet merchants must pick between focused single-purpose apps or broader suites that bundle wishlists with loyalty, reviews, and referrals.

Short answer: Swish (formerly Wishlist King) is a strong option for merchants who want a fully branded, integrated wishlist with onboarding, analytics, and headless support; Pro Wishlist is positioned as a lightweight, fast-to-implement bookmark tool for stores that want a minimal footprint and guest use. For merchants who want to reduce tool sprawl while driving repeat purchases and richer retention, an integrated suite like Growave often delivers better value for money than using a standalone wishlist app plus several other single-purpose tools.

This post provides an in-depth, feature-by-feature comparison of Swish (formerly Wishlist King) and Pro Wishlist to help merchants decide which is the better fit for their store and roadmap. After the direct comparison, the article examines the trade-offs of single-purpose apps and presents an alternative approach to solve app fatigue.

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

Deep Dive Comparison

Product Positioning and Strategy

Swish: Ambition and integration

Swish positions itself as a fully customizable, feature-rich wishlist solution “for brands with ambition.” The app emphasizes free setup and customisation on all plans, plus advanced integrations (Klaviyo, GA4, Meta) and analytics. Swish targets stores that treat wishlists as part of an omnichannel retention strategy — not just a sticky UI element. The app’s explicit support for Hydrogen and headless stacks and a Shopify Plus plan with white-glove onboarding reinforces enterprise readiness.

Pro Wishlist: Simplicity and speed

Pro Wishlist is marketed as a lightweight solution designed for easy setup and elevating conversions. It highlights a sub-5-minute setup, guest wishlists (no login required), and tracking of most-saved products. The emphasis is on a frictionless install and immediate benefit — ideal when the priority is minimal setup time and straightforward functionality.

Feature Set Comparison

Core wishlist functionality

• Swish
  • Unlimited wishlists and saved items across all plans.
  • Wishlist actions available throughout the shopping journey (product pages, collection pages, quick view).
  • Personalized and automated wishlist notifications designed to nudge customers at the optimal moment.
  • Seamless theme integration and customization services.
• Pro Wishlist
  • Bookmark functionality for customers to save favorite items.
  • Guest wishlist option for users without accounts.
  • Ability to track most-saved products for inventory insights.

Verdict: Both apps cover the basic wishlist need, but Swish’s feature set extends into lifecycle automation, unlimited saved items scale, and formalized customization while Pro Wishlist emphasizes simplicity and guest use.

Notifications & Lifecycle Automation

• Swish
  • Built-in support for automated, personalized wishlist notifications aimed at conversion (e.g., price drop, back in stock, abandoned wishlist reminders).
  • Native integrations that enable using analytics and email automation services like Klaviyo to orchestrate lifecycle flows.
• Pro Wishlist
  • No explicit mention of automated wishlist notifications or integrations for lifecycle campaigns in the public description. The focus is on tracking saves rather than driving automated re-engagement.

Verdict: Swish is better positioned for conversion-driving lifecycle activity due to integrated notification capabilities.

Analytics and Reporting

• Swish
  • Offers “advanced analytics and wishlist curation,” indicating reporting on saved items, engagement, and possibly conversion attribution.
  • Integrations with GA4 and native analytics can feed wishlist behavior into store and marketing analytics.
• Pro Wishlist
  • Tracks the “most-saved products,” which helps inform merchandising and inventory trends but likely offers a narrower reporting scope.

Verdict: Swish provides a deeper analytics toolkit suitable for merchants who want to quantify wishlist-driven revenue and customer intent.

Integrations & Tech Compatibility

• Swish
  • Works with Checkout, Hydrogen, Markets, Klaviyo, Customer Accounts, Search, Recommendations.
  • Explicitly integrates with Klaviyo, GA4, and Meta “out of the box.”
  • Shopify Plus plan includes white-glove onboarding and headless/Hydrogen support.
• Pro Wishlist
  • Promises seamless theme integration and quick setup, but public documentation does not list third-party integrations or headless support.

Verdict: Swish offers a broader and clearer set of integrations, which matters for automation, analytics, and advanced storefronts.

Theme & UX Customization

• Swish
  • Emphasizes full customisation and a free setup service to match store aesthetic across themes. This reduces design friction and ensures wishlist UI aligns with brand identity.
• Pro Wishlist
  • Mentions seamless integration with Shopify themes for quick setup. The value proposition is more about speed than bespoke design.

Verdict: Swish is preferable for merchants that need a fully brand-aligned experience; Pro Wishlist is suitable where “good enough” UI that matches the theme quickly is sufficient.

Guest Wishlist & Customer Accounts

• Swish
  • Supports saving items across the customer journey and integrates with customer accounts — good for logged-in user experiences and syncing across devices when accounts exist.
• Pro Wishlist
  • Explicitly offers a guest wishlist feature so visitors can save items without creating an account.

Verdict: Pro Wishlist has a clear advantage when guest wishlist capability is a priority, but Swish supports both guest and logged-in workflows with a stronger path toward account-linked experiences.

Performance & Headless Support

• Swish
  • Claims compatibility with Hydrogen and headless stacks, and the Plus plan calls out dedicated support for headless setups.
• Pro Wishlist
  • No mention of headless or Hydrogen support; focuses on theme-level integration.

Verdict: Stores using headless or Hydrogen should favor Swish for compatibility assurances.

Pricing & Value

Swish pricing transparency

Swish publishes clear pricing tiers aligned to Shopify store plans:

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

This public tiering helps merchants map budget to needs and indicates a predictable monthly cost that scales with store complexity. Swish also emphasizes free setup and onboarding across all plans, which reduces implementation cost and time.

Pro Wishlist pricing opacity

Pro Wishlist does not display pricing publicly in the provided data. That creates friction for merchants who want to compare total cost of ownership up front. Without listed pricing, merchants must install the app or contact the developer to understand costs, which increases time-to-decision and may hide long-term fees.

Value for money assessment

• Swish provides a clear value proposition with features (analytics, integrations, onboarding) baked into defined price tiers.
• Pro Wishlist could be a better value for merchants that only need a minimal wishlist, but the absence of public pricing makes it hard to claim better value for money definitively.

Recommendation: For transparent budgeting and predictable ROI modeling, Swish has the clearer offering.

Integrations & Ecosystem Fit

Integration capability often determines whether a wishlist can be leveraged as a growth lever rather than a cosmetic feature.

• Swish integrates directly with marketing and analytics platforms (Klaviyo, GA4, Meta), and fits the Shopify ecosystem including Hydrogen and Checkout. These integrations enable wishlist events to trigger targeted messaging, attribute revenue, and inform ad or email campaigns.
• Pro Wishlist highlights tight theme integration and a small feature surface, but lacks public details on third-party integrations. Merchants that rely on email or analytics automation will need to confirm integration capability before choosing Pro Wishlist.

If an omnichannel retention strategy is on the roadmap, Swish reduces the integration friction required to use wishlist data in marketing automation.

Support & Onboarding

Swish

• Free setup and customization service at all plan levels.
• Plus-tier customers receive white-glove onboarding, priority support, and a dedicated account manager.
• Publicly-documented onboarding resources and an emphasis on implementation services.

Pro Wishlist

• Promises responsive customer support and a rapid setup process.
• No publicly listed onboarding service or account management.

Support matters when wishlist behavior is used in revenue-driving flows. Swish’s explicit onboarding and Plus-level services make it a safer bet for merchants that need implementation help or have complex storefronts.

Scalability & Enterprise Readiness

Swish

• Shopify Plus-specific plan with dedicated support and headless compatibility.
• Unlimited wishlists and sessions at all tiers.
• Integration with headless/Hydrogen stacks and checkout-level compatibility.

Pro Wishlist

• Positioning looks more SMB-focused and theme-bound. Lack of headless and Plus-specific features suggests limitations for large-scale, multi-channel merchants.

For stores planning to scale into enterprise features or headless architecture, Swish’s explicit Plus support and headless compatibility are decisive.

Data Ownership, Privacy & Compliance

Wishlist data contains customer intent and, when linked to accounts, personal identifiers. Evaluate how apps handle data export, retention, and compliance with regional regulations.

• Swish highlights analytics and deep integrations, which typically means wishlist events can be routed into the merchant’s analytics and email systems. Merchants should confirm export options and data retention policies during onboarding.
• Pro Wishlist does not publish data export or privacy details in the summary. Merchants should check whether saved-item lists can be exported or connected to CRM/email tools.

Best practice: Before installing any wishlist app, ask the vendor for a data handling and export checklist so wishlist data can be owned and reused in customer journeys.

Implementation & UX Considerations

Design, placement, and microcopy determine how much a wishlist increases actual conversions.

Key implementation questions for both apps:

• How does the wishlist icon and modal behave on mobile?
• Does the widget support ajax add/remove to avoid page reloads?
• Can the wishlist be placed in product details, collection items, and quick view?
• How are guest lists persisted across sessions or devices?
• What controls are available for styling to match brand fonts, colors, and spacing?

Swish’s free setup and customization reduce the implementation burden and ensure a polished UX. Pro Wishlist’s “under 5 minutes” install is attractive for speed, but merchants should confirm how closely the out-of-the-box UI matches the brand.

Merchant Scenarios and Best Fit

Which app is best for which merchant?

• Swish is best for:
  • Merchants that plan to use wishlist data in email and ad automation.
  • Stores that need headless/Hydrogen compatibility or Shopify Plus support.
  • Brands that want free customization and an on-brand wishlist experience.
  • Teams seeking analytics to prioritize merchandising and conversion flows.
• Pro Wishlist is best for:
  • Small shops that want a frictionless, theme-integrated wishlist with guest support.
  • Stores that need a fast install and minimal configuration.
  • Merchants that primarily want visibility into “most-saved” items and a simple UI.

Risks and Unknowns

• Swish: Strong public review presence (272 reviews at a 5.0 rating) is a positive data point, but merchants should still validate support SLAs and confirm integration depth for specific store setups.
• Pro Wishlist: The absence of reviews (0) and missing pricing details are red flags for many merchants. Zero reviews can mean several things: brand-new app, limited distribution, or lack of adoption. Merchants should validate stability, security, and support before committing.

Strategic Assessment: When to Choose a Single-Purpose Wishlist App

Single-purpose wishlist apps like Swish and Pro Wishlist both have legitimate places in a merchant’s toolkit:

• Choose a standalone wishlist when speed, cost predictability, or specialized wishlist features are the highest priorities.
• Standalone solutions reduce complexity if the wishlist will be a small component of the customer experience and there are no plans to unify wishlist data with loyalty, reviews, or referrals.
• However, adding multiple single-purpose apps increases the maintenance burden and can fracture data across systems, making it harder to orchestrate retention and measure LTV.

The next section examines the cumulative cost and operational friction of building a stack of single-purpose apps versus adopting a consolidated retention platform.

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

The problem: App fatigue and fractured retention stacks

Many merchants start with one or two apps and gradually add more as new needs appear: a wishlist here, a loyalty program there, a review widget, a referral tool. This approach creates a few recurring problems:

• Fragmented customer data: wishlist behavior lives in one system, loyalty points in another, reviews in a third — making it hard to build unified segments and personalized flows.
• Integration overhead: each new app often requires custom integration to connect events to the email system, analytics, or CDP.
• Higher cumulative cost: individual apps may seem inexpensive, but monthly fees add up, and time spent maintaining multiple apps becomes a hidden cost.
• Conflicting UX: multiple widgets can overcrowd product pages and lead to inconsistent branding.

This is where a consolidated approach offers a meaningful alternative.

Growave’s "More Growth, Less Stack" proposition

Growave positions itself as an integrated retention platform combining Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers in one suite. The philosophy is to reduce tool sprawl and centralize retention signals so merchants can improve customer lifetime value and simplify operations.

• Growave’s toolbox enables merchants to manage loyalty and wishlist interactions from a single dashboard, reducing engineering and operational overhead.
• Built-in integrations with major marketing tools mean wishlist events and loyalty actions can directly inform campaigns without extra middleware.

For merchants evaluating Swish and Pro Wishlist who are also facing the prospect of adding reviews, referral, and loyalty functionality, consolidating with Growave may offer better long-term value for money and simpler orchestration.

How Growave maps to the wishlist problem

Rather than using a standalone wishlist plus separate apps for loyalty and reviews, Growave bundles these retention primitives into one product. That yields practical benefits:

• Wishlist events can be immediately tied to loyalty and VIP tiers so top savers can be recognized and rewarded.
• Wishlist data informs referral and re-engagement campaigns without requiring external integration.
• Reviews and UGC collection can be combined with wishlist behavior to create better social proof: e.g., target customers who saved but never purchased with review-led social proof or reward points for leaving product reviews.

This integrated capability helps merchants convert intent into action along multiple vectors, not just notifications.

Feature highlights that matter (with direct paths to action)

• Loyalty & Rewards: Create points programs, VIP tiers, and custom reward actions that can be tied to wishlist behavior. See how to build loyalty and rewards that drive repeat purchases.
• Reviews & UGC: Automate review collection and showcase authentic user content alongside wishlist items to increase conversion confidence. Learn how to collect and showcase authentic reviews.
• Wishlist: A native wishlist integrated with loyalty and review signals, enabling richer re-engagement strategies than a standalone bookmark tool.
• Enterprise & Plus Support: Growave supports complex setups including Shopify Plus and headless architectures, with dedicated plans and services for high-growth merchants.

Integration and installability

Growave is available on the Shopify App Store and provides public pricing, trial options, and product pages to evaluate fit:

• Merchants can install Growave from the Shopify App Store to try core features quickly.
• For pricing and plan comparisons, merchants can view options to see where consolidation can reduce monthly overhead and complexity: examine how to consolidate retention features.

Cost and operational upside

• Consolidation reduces the number of subscriptions and duplicate features (e.g., two separate analytics hooks, two different support vendors).
• Having one provider means one integration to maintain, fewer UI widgets on product pages, and a single dataset for segmentation and LTV modeling.
• For teams that need help evaluating fit, it’s possible to book a personalized demo of Growave to understand how wishlist, loyalty, and reviews can be combined in practice.

Book a personalized demo to see how an integrated retention stack improves retention and reduces maintenance overhead. (This is a recommended next step for merchants evaluating multiple single-purpose apps.)

How Growave reduces the specific limits of Swish and Pro Wishlist

• Compared to standalone Swish, Growave provides wishlist plus loyalty and reviews, enabling direct reward and remarketing workflows tied to saved items.
• Compared to Pro Wishlist, Growave offers deeper analytics, clearer enterprise-level support, and a broader feature set that scales with business needs.

If the objective is to turn saved-product intent into a measurable increase in repeat purchases and LTV, an integrated approach allows action on intent signals without replicating integrations across multiple vendors.

Practical transition paths

Merchants considering moving from a single-purpose wishlist to an integrated platform should plan migration carefully:

• Export saved-item data or request a migration plan from the provider to maintain customer intent history.
• Map existing automations (e.g., price-drop emails triggered by wishlist events) to the integrated platform’s automation engine.
• Test UI placements and performance to ensure the consolidated widget meets or exceeds prior UX.
• Use customer segments created from historical wishlist and purchase data to set up targeted loyalty campaigns immediately after migration.

Growave’s onboarding and growth-tier plans are designed to assist merchants with migration to an integrated retention stack. Merchants can review pricing tiers to find the plan that matches order volume and feature needs: review Growave’s plans to consolidate retention features.

Comparison of platform-level considerations

• Single-purpose apps
  • Pros: Potentially lower initial complexity, fast install, focused UI.
  • Cons: Multiple vendors to manage, duplicated integration work, fragmented data.
• All-in-one platforms (like Growave)
  • Pros: Centralized data, unified customer journeys, lower long-term integration costs, cross-feature campaigns.
  • Cons: Higher initial scope and learning curve; requires evaluating combined feature set for fit.

Merchants should weigh near-term speed vs. long-term operational efficiency and retention impact.

Decision Framework: Which Option to Choose

Use this practical checklist to decide between Swish, Pro Wishlist, and an integrated platform:

Consider Swish if:

• The primary need is a robust wishlist with analytics and lifecycle integrations.
• The store uses or plans to use Klaviyo, Google Analytics 4, or Meta and wants wishlist events in those systems.
• The team values free setup and designer-level customization to match brand identity.
• The storefront is headless or the business uses Shopify Plus and requires specialist support.

Consider Pro Wishlist if:

• The objective is a fast, low-touch wishlist install that supports guest users.
• The merchant prefers a single-purpose, minimal UI with limited configuration.
• The store does not require advanced integrations or headless support.

Consider Growave if:

• The business wants to reduce the number of apps and centralize retention signals.
• There is a need to combine wishlist behavior with loyalty, referrals, and reviews to drive repeat purchases.
• The merchant wants a platform that grows with the business and reduces integration overhead.

Implementation Checklist Before Signing Up

• Confirm integration needs: Ask whether the app can send wishlist events to your email provider, analytics, and ad platforms.
• Check data export: Ensure saved-item lists and customer associations can be exported or migrated.
• Run a staging install: Validate UI performance on mobile and across major browsers.
• Understand support scope: Clarify SLA, onboarding services, and account management for growth.
• Compare long-term cost: Tally the total monthly cost of multiple single-purpose tools versus a consolidated platform.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Pro Wishlist, the decision comes down to priorities: Swish suits brands that need a customizable, integrated wishlist with analytics and headless support; Pro Wishlist is a lightweight choice for stores that want quick setup and guest lists. Both can improve conversion by capturing customer intent, but Swish provides a clearer path to automation and enterprise readiness because of its integrations, onboarding, and transparent pricing.

Beyond that binary choice, the larger strategic consideration is whether a single-purpose wishlist fits long-term retention goals or if a unified platform will deliver better returns. Consolidating wishlist, loyalty, reviews, and referrals into one system reduces integration overhead and turns intent into measurable loyalty. Merchants ready to overcome app fatigue and centralize retention should consider starting a 14-day free trial of an integrated platform to test whether consolidation improves ROI and simplifies operations: explore plans and start a trial at consolidate retention features.

Frequently asked questions

• How does Swish compare to Pro Wishlist for driving repeat purchases?
  • Swish is designed to feed wishlist events into lifecycle campaigns and automated notifications, which can more directly drive repeat purchases. Pro Wishlist gives basic signals (most-saved items) but lacks advertised lifecycle automation. If the objective is repeat purchase growth through targeted re-engagement, Swish or an integrated platform that pairs wishlist data with loyalty and referral mechanics will be more effective.
• Which app is faster to install and test on a live store?
  • Pro Wishlist emphasizes an under-5-minute setup and theme integration, making it the faster option for a live test. Swish offers free setup and customization, which can accelerate a polished launch but may involve a slightly longer onboarding process if customization is requested.
• What should merchants consider about integrations and analytics?
  • Merchants should verify that wishlist events can be forwarded to their email service, analytics platform, and ad networks. Swish lists integrations with Klaviyo, GA4, and Meta; Pro Wishlist’s public materials do not list specific integrations. For deep attribution and targeted messaging, integration clarity is crucial.
• How does an all-in-one platform compare to specialized apps?
  • An all-in-one platform reduces the number of vendors, centralizes data, and enables cross-feature campaigns (e.g., awarding loyalty points for adding items to a wishlist or prompting saved-item abandoners with referrals). While specialized apps can be lighter or cheaper initially, the combined maintenance, integration, and data fragmentation costs often make a unified platform the better long-term value for merchants focused on retention and LTV.

Additional Growave resources and trial options:

• Learn how to collect and showcase authentic reviews to turn saved items into social proof.
• Explore how to build loyalty and rewards that drive repeat purchases and tie rewards to wishlist behavior.
• If a personalized walkthrough is preferred, book a personalized demo to see how wishlist, loyalty, and reviews work together.
• For immediate hands-on evaluation, merchants can view plans and initiate a trial to consolidate retention features or install the platform directly by choosing to install Growave from the Shopify App Store.