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

Introduction

Choosing the right wishlist app is a frequent dilemma for Shopify merchants aiming to boost engagement, reduce lost sales, and increase lifetime value. Both Swish (formerly Wishlist King) and SE Wishlist Engine offer focused wishlist experiences, but they differ in scope, integrations, pricing tiers, and the kinds of merchants they serve best.

Short answer: Swish (formerly Wishlist King) is a strong option for brands that want a high-touch setup, polished theme integration, and enterprise-ready headless support; SE Wishlist Engine is a budget-friendly pick that scales feature-by-feature and includes a free tier for stores testing wishlists. For merchants looking to reduce tool sprawl and combine wishlist functionality with loyalty, referrals, and reviews, a unified retention platform like Growave can offer better value for money and fewer maintenance headaches.

This article provides a feature-by-feature, impartial comparison of Swish (formerly Wishlist King) and SE Wishlist Engine. The goal is to help merchants understand which app fits their needs and where an integrated alternative may produce stronger long-term retention results.

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

Feature Comparison

Core Wishlist Functionality

Save & Organize Items

Swish offers a full-featured wishlist system designed to handle unlimited wishlists and saved items across sessions. The product emphasizes consistent design and cross-theme compatibility, making the wishlist appear native to the storefront.

SE Wishlist Engine also supports unlimited items on paid plans and up to 100 items on the free tier. It provides a standard wishlist page and popups for quick add/remove actions.

Key differences to consider:

• Swish puts more emphasis on visual integration and theme-matching, which helps premium brands maintain a consistent aesthetic.
• SE Wishlist Engine prioritizes immediacy and entry-level accessibility via a free plan.

Guest Wishlist & Account Persistence

Both apps support guest wishlists and the option for customers to save items without an account. Swish integrates tightly with Customer Accounts to persist lists when users log in, while SE Wishlist Engine provides guest wishlist functionality out of the box and offers import/export options for merchants managing lists offline.

Why it matters:

• Persistent wishlists tied to accounts drive repeat visits and make subsequent marketing (like price drop emails) more effective.
• Guest wishlist options reduce friction and capture intent from casual browsers.

Notifications, Alerts & Conversion Automation

Price Drop, Restock & Low-Stock Alerts

SE Wishlist Engine includes built-in automated alerts for price drops, restocks, and low-stock notifications on its Advanced and Premium plans. It also supports unlimited email notifications on higher tiers.

Swish supports highly personalized automated wishlist notifications and highlights integrations with Klaviyo and other analytics tools for richer workflows. Swish’s support for Klaviyo and Meta allows merchants to create multi-channel follow-up sequences (email + ads) based on wishlist actions.

Practical takeaway:

• SE Wishlist Engine offers straightforward alerts that convert intent into sales.
• Swish is stronger for merchants wanting to orchestrate multi-channel, segmented automation using third-party tools.

Wishlist Reminders & Abandoned Intent

SE Wishlist Engine includes wishlist reminders as a monetization tool aimed at recovering intent. Swish approaches reminders as part of automated campaigns that can be personalized and better integrated into an overall lifecycle strategy.

Merchants that run lifecycle campaigns and use tools like Klaviyo can get more mileage from Swish’s approach; stores without those flows may find SE Wishlist Engine’s native reminders more accessible.

Analytics & Insights

Swish markets “advanced analytics and wishlist curation,” enabling merchants to understand which products are most saved and how wishlisting behavior correlates to conversions. The emphasis is on providing actionable lists and insights for merchandising and retargeting.

SE Wishlist Engine provides basic and advanced insights depending on plan level—reports showing products most saved and user lists, with improved analytics on Advanced and Premium tiers.

Considerations:

• Brands that rely on data-driven merchandising and ad segmentation will benefit from Swish’s analytics, especially when combined with GA4 and Klaviyo.
• Small stores can use SE Wishlist Engine’s reports to prioritize restock decisions and targeted emails without external analytics platforms.

Customization & Theme Integration

Swish promotes free setup and customization on all plans, including layout adjustments to perfectly match store aesthetics. It also claims compatibility with headless setups (Hydrogen), a differentiator for stores using modern front-end architectures.

SE Wishlist Engine offers button and icon customization plus multi-language support on premium plans. Customization is solid for most themes but may require merchant effort for full design parity on bespoke templates.

Implications:

• Merchants with custom or high-end themes will appreciate Swish’s white-glove setup.
• Stores on standard themes can get quick results with SE Wishlist Engine’s simpler customization options.

Headless/Hydrogen & Enterprise Support

Swish lists explicit support for Hydrogen and headless stacks and offers Plus-tier features like priority support and a dedicated account manager. This signals readiness for enterprise or growing brands that use decoupled front ends.

SE Wishlist Engine focuses on classic Shopify storefronts and common page builders (PageFly). It’s suitable for most merchants but lacks the specialized headless support Swish promotes.

If a brand plans headless architecture or needs enterprise SLAs, Swish aligns more clearly with those needs.

Integrations & Ecosystem Compatibility

Email & CRM (Klaviyo, Omnisend, etc.)

Both apps integrate with Klaviyo; Swish highlights Klaviyo and GA4 as core integrations for advanced segmentation and reporting. SE Wishlist Engine integrates with Klaviyo and Facebook Pixel for ad retargeting.

Using third-party email automation makes wishlist data more valuable, enabling triggered flows (e.g., price drop emails, wishlist-to-cart sequences).

Page Builders & Other Apps

SE Wishlist Engine explicitly lists PageFly compatibility, appealing to merchants who build pages with PageFly. Swish claims broad compatibility across themes, with a focus on preserving design.

For stores that use multiple page builders or custom JS-heavy themes, confirm compatibility during onboarding—Swish’s free setup is helpful here.

Multi-Language & Multi-Currency

SE Wishlist Engine’s Premium plan includes multi-language and multi-currency support and multi-language email templates—useful for cross-border merchants.

Swish supports multi-language through customizable templates and integrations, but explicit multi-currency mentions are less prominent. For global stores that need localized emails and currency handling, SE Wishlist Engine’s premium option is a clear plus.

Product Recommendation & Upsell Opportunities

SE Wishlist Engine’s Advanced and Premium plans include product recommendations and import/export features, which help merchants turn wishlist interest into cross-sells.

Swish focuses more on curation and analytics that feed into recommendation engines via integrations rather than native recommendation modules.

Merchants seeking built-in on-site product recommendations tied to wishlists might prefer SE Wishlist Engine’s packaged features; those that already run recommendation engines via third-party platforms can leverage Swish’s analytics for better targeting.

Pricing & Value

Pricing is a core decision factor. Both apps aim for different pricing strategies: Swish is positioned as a higher-touch solution with higher-priced tiers for enterprise needs; SE Wishlist Engine is aggressively accessible with a free tier and modest paid upgrades.

Swish Pricing Overview

• Basic Shopify: $19 / month — unlimited wishlists & saved items, free setup/onboarding
• Shopify: $29 / month — same features, for Shopify plan stores
• Advanced Shopify: $49 / month — for Advanced Shopify plan stores
• Shopify Plus: $99 / month — plus free white-glove onboarding, priority support, dedicated account manager, Hydrogen & headless support

Value factors:

• Free setup and customization across all plans significantly de-risks onboarding.
• Pricing scales to match Shopify plan, which simplifies costs for merchants aligned with Shopify tiers.
• The Plus plan is tailored to enterprise needs where dedicated support justifies the premium.

SE Wishlist Engine Pricing Overview

• Free Plan: Free — up to 100 wishlist items, basic insights, customizable button & icon, wishlist page & popup
• Basic Plan: $7.99 / month — unlimited wishlists, hide branding, basic insights
• Advanced Plan: $14.99 / month — alerts for low stock, price drop & restock, product recommendation, unlimited emails, advanced insights
• Premium Plan: $21.99 / month — multi-language & currency, multi-language email templates, advanced insights, product recommendation

Value factors:

• Strong introductory offer for stores to test wishlist functionality without cost.
• Incremental feature unlocks make it straightforward to scale as need grows.
• Low price points are attractive for early-stage stores or side businesses.

Value-for-Money Considerations

• Swish offers higher-touch services (free setup, customization, headless support) that can save merchant development hours and ensure better design cohesion. For stores that value those services and expect to run advanced lifecycle automation, Swish may provide better value for money despite higher monthly costs.
• SE Wishlist Engine offers excellent value for money for merchants focused on cost-effective wishlisting, alerts, and basic analytics. Its free tier lowers the barrier to experimentation and conversion testing.

Merchants should weigh the time cost of DIY setup and the value of integrations. If a store lacks an email automation stack or on-staff developer, Swish’s onboarding service could be a net time/money saver.

Integrations & Technical Compatibility

Email & Marketing Platforms

• Both apps integrate with Klaviyo, enabling wishlist events to flow into email automation for lifecycle campaigns. Swish explicitly calls out GA4 and Meta integrations, enabling more refined cross-channel attribution and retargeting capabilities.
• For merchants using Klaviyo heavily, both apps will provide the raw event data; Swish may provide more polished onboarding to ensure events map correctly.

Headless & Advanced Architectures

• Swish lists Hydrogen and headless compatibility, plus Shopify Plus support and dedicated account management at the Plus tier. This is important for brands using modern front-end stacks.
• SE Wishlist Engine does not prioritize headless support and is best suited to traditional Shopify themes and page builders.

Page Builders & Storefront Tools

• SE Wishlist Engine specifically notes PageFly compatibility. Merchants using PageFly or similar builders (GemPages, LayoutHub) should verify compatibility or request support from the developer.
• Swish claims broad theme integration and offers to customize the wishlist for visual parity, reducing surprises on custom storefronts.

Analytics & Ad Platforms

• Swish’s GA4 and Meta integrations make it easier to include wishlist behavior in analytics and ad targeting.
• SE Wishlist Engine supports Facebook Pixel and includes data export features for ad targeting, but GA4 details are less emphasized.

Implementation, Onboarding & Support

Setup Experience

Swish’s selling point is a free setup and customization service across all plans and white-glove onboarding on the Plus plan. For merchants who prefer to avoid technical setup and want a polished implementation, this can be a big advantage.

SE Wishlist Engine emphasizes a low-friction setup and a free tier for initial testing. Merchants comfortable with installing and configuring apps themselves can get started quickly without paying.

Documentation & Developer Support

• Swish: Offers customization support and prioritizes compatibility. Dedicated account management on Plus may include bespoke integration help.
• SE Wishlist Engine: Provides standard documentation and in-app settings to control alerts and templates; advanced customization may require merchant effort or developer time.

Customer Support Channels

Both apps provide developer support through the Shopify App listing. Swish’s Plus plan adds priority support, which benefits high-volume merchants who require SLAs or rapid troubleshooting.

Security & Data Ownership

Both apps operate within Shopify’s ecosystem and use standard event tracking and email notification systems. Merchants should verify how wishlist data is stored, exported, and retained—especially if moving between apps or needing data portability.

SE Wishlist Engine’s import/export capabilities can simplify migration, while Swish’s analytics may centralize wishlist events into a store’s analytics stack.

Which App Fits Which Merchant?

• Swish (formerly Wishlist King) is best for:
  • Brands that prioritize design parity and professional setup.
  • Stores using headless architectures or planning a move to Hydrogen.
  • Merchants that need deeper analytics integration (GA4, Meta) and the ability to orchestrate multi-channel automation via tools like Klaviyo.
  • Teams that prefer developer-grade support and white-glove onboarding.
• SE Wishlist Engine is best for:
  • Early-stage or budget-conscious merchants who want to test wishlist features without upfront costs.
  • Stores that need built-in alerts (price drop, restock) and a straightforward upgrade path.
  • Merchants who need multi-language and multi-currency support without a large monthly commitment.
  • Businesses that value a free tier to validate wishlist performance before committing.

Measurable Outcomes to Expect

• Improved conversion on saved items: Both apps enable follow-up on wishlist products; merchants often report uplift in conversions when automated alerts are used.
• Better site engagement: Wishlists increase repeat visits as customers return to saved items.
• Data-driven merchandising: Wishlist analytics highlight product demand, helping prioritize restocks and promotions.

Benchmarks will vary by store size, traffic quality, and how wishlist events are wired into email and ad channels. Swish’s integrations can produce more nuanced multi-touch attribution when set up with GA4 and Klaviyo, while SE Wishlist Engine’s native alerts offer fast wins with minimal setup.

Migration & Exit Considerations

Before installing either app, merchants should confirm:

• Data export options for wishlists (both apps offer export, with SE Wishlist Engine listing explicit import/export features).
• Where wishlist events are stored and how to map them to analytics platforms.
• The steps required to remove the app cleanly without breaking theme code.

Swish’s free setup can include handover instructions; SE Wishlist Engine’s import/export simplifies migrations between apps.

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

As stores scale, adding single-purpose apps can produce "app fatigue": more admin dashboards, multiple billing lines, and a growing maintenance burden as integrations and theme code accumulate. Instead of stitching multiple single-purpose tools together, an integrated retention platform can reduce overhead and unify customer data.

Growave’s philosophy—“More Growth, Less Stack”—is built around the idea that consolidated features reduce friction and increase the effectiveness of retention tactics. Merchants can consolidate retention features into a single plan that handles wishlist functionality plus loyalty, referrals, and reviews, reducing the number of integrations to manage. For merchants looking to evaluate an integrated option, it is possible to consolidate retention features into one platform and simplify ongoing operations.

Book a personalized demo to see how an integrated retention stack improves retention and reduces tool sprawl. (Request a demo)

How an All-in-One Platform Addresses Common Limits

• Unified customer profiles: Wishlist saves, loyalty points, referral activity, and review history live in one place, enabling richer segmentation and fewer gaps in lifecycle campaigns.
• Fewer cross-app bugs: One integrated codebase reduces the risk of apps conflicting with theme code or with each other.
• Consolidated reporting: Instead of stitching data from wishlists, email tools, and loyalty programs, merchants can use unified reports to measure LTV uplift.
• Single billing and fewer contracts: Administrative overhead drops when a merchant manages one vendor instead of many.

Merchants interested in how loyalty programs and wishlist features work together can explore how to build loyalty and rewards that drive repeat purchases. Using an integrated rewards engine ensures wishlist activity can translate into point-earning triggers and VIP tier progression.

Similarly, wishlists paired with social proof can be more powerful. Stores can collect and showcase authentic reviews alongside wishlist-driven campaigns to build trust and drive conversions for saved products.

Practical Ways Growave Reduces Tool Sprawl

• Convert wishlist intent into points and referral rewards without external automation.
• Trigger review requests for items that were purchased from a wishlist.
• Use wishlist saves to power targeted rewards campaigns for high-intent customers.
• Access combined analytics that show how wishlist interactions affect repeat purchase rates and customer lifetime value.

Merchants who want to add an integrated retention solution can also install an app from the Shopify App Store that bundles wishlist capabilities with loyalty and reviews, enabling a simpler growth stack.

Specific Examples of Consolidation (How It Plays Out in Practice)

• Instead of feeding wishlist events into separate email automation and a loyalty provider, wishlist saves can automatically trigger a point grant or a reminder email within the same platform. This reduces the need for multi-vendor event mapping and lowers the chance of misconfigured workflows.
• A single customer profile containing wishlist items, review history, and referral credits simplifies segmentation for VIP campaigns or reactivation flows.
• When a product goes on sale, the platform can simultaneously notify wishlisters, apply targeted discounts through a loyalty campaign, and show social proof to close the sale.

To evaluate how a unified platform might fit an existing tech stack, merchants can add an integrated retention platform to the store and trial the effect on retention metrics without managing multiple single-purpose subscriptions.

Why the Pricing Decision Matters When Consolidating

Switching from multiple small subscriptions to one consolidated plan can yield better value for money. Instead of paying separately for wishlist, loyalty, referrals, and reviews, a single plan provides bundled features and centralized support. Merchants should consider not only monthly cost but also developer time saved and the increased conversions from more coherent lifecycle marketing.

For merchants ready to assess bundled value, a cost comparison can be run between existing spend on single-purpose apps versus a consolidated plan. Merchants can also review customer examples and case studies to see how consolidation impacts growth; browsing customer stories from brands scaling retention helps clarify expected outcomes.

Implementation Checklist for Choosing Between a Single-Purpose App and an Integrated Platform

• Define primary goals: Are the priority outcomes immediate revenue from price/restock alerts, or long-term retention via loyalty and VIP tiers?
• Inventory current tools: List all retention-related apps and estimate annual cost and maintenance time.
• Measure technical capacity: Is there in-house support to manage multiple app integrations, or is a managed onboarding service preferred?
• Consider scale targets: Is the store planning headless architecture or Shopify Plus migration where enterprise support matters?
• Pilot and compare: Use free tiers and demos to compare results on conversion uplift and retention rates over 30–90 days.

Merchants can evaluate integrated alternatives by starting with a demo to ensure the tool maps to current needs and growth plans. For immediate onboarding help, consider scheduling a walkthrough to see unified workflows in action. (Book a personalized demo)

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and SE Wishlist Engine, the decision comes down to priorities: Swish excels at white-glove setup, headless/Plus support, and deeper analytics integrations; SE Wishlist Engine is a value-focused solution with a generous free tier and practical alerting features. Both are capable wishlist tools with strong Shopify ratings—Swish has 272 reviews at a 5.0 rating and SE Wishlist Engine has 249 reviews at a 4.9 rating—so the right choice depends on the merchant’s technical needs, budget, and growth plan.

Beyond picking a single-purpose wishlist app, consolidating wishlist functionality with loyalty, referrals, and reviews often yields better long-term outcomes by reducing tool sprawl and creating unified customer profiles. Merchants ready to explore a single platform that combines wishlist features with loyalty programs, reviews, and referral campaigns can consolidate retention features and see how an integrated approach improves lifetime value and reduces admin overhead.

Start a 14-day free trial to see how a unified retention stack accelerates growth. (Try Growave risk-free)

FAQ

• How do Swish (formerly Wishlist King) and SE Wishlist Engine differ on pricing and entry cost?
  • SE Wishlist Engine offers a free tier and low-cost paid plans, making it easier to test wishlist functionality. Swish starts at a higher price point but includes free setup and white-glove options at higher tiers, which can be valuable for brands prioritizing polished implementation.
• Which app is better for advanced analytics and integration with GA4 and Klaviyo?
  • Swish emphasizes GA4 and Klaviyo integration and positions itself for merchants who want sophisticated analytics and multi-channel automation. SE Wishlist Engine integrates with Klaviyo and Facebook Pixel but is more focused on native alerts and entry-level insights.
• If a merchant wants multi-language and multi-currency support, which app should they choose?
  • SE Wishlist Engine includes multi-language and multi-currency features on the Premium plan. Swish supports localization but highlights design customization and enterprise features; confirm language/currency specifics during onboarding.
• How does an all-in-one platform compare to specialized apps like Swish or SE Wishlist Engine?
  • An all-in-one platform reduces the number of vendors and integrations, centralizes reporting, and enables richer lifecycle campaigns because wishlist data, loyalty points, referrals, and reviews share a single customer profile. Consolidation usually improves operational efficiency and can provide better value for money over time compared to managing multiple single-purpose apps. For merchants exploring this path, it is useful to consolidate retention features and test the unified approach.