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

Introduction

Choosing the right wishlist app is a small decision with outsized effects on retention, conversion, and post-purchase behavior. Shopify merchants must balance feature sets, integrations, and long-term cost of ownership while avoiding tool sprawl that fragments customer data.

Short answer: Swish (formerly Wishlist King) is a feature-rich, production-ready wishlist solution with wide adoption and built-in integrations, making it a good fit for mid-market and growth merchants that want advanced wishlist automation. SureCust ‑ Wishlist is a simple, lightweight app that is easy to install and works well for stores that need a basic “save for later” function with minimal setup. For merchants who want a single platform that reduces app stacking and also adds loyalty, referrals, reviews, and VIP tiers, Growave often provides better value for money.

This article compares Swish and SureCust across features, pricing, integrations, onboarding, and suitability for specific merchant profiles. The aim is to give merchants a clear, objective analysis so they can pick the right tool for their goals — or decide whether a consolidated retention suite is a better route.

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

Feature-by-Feature Comparison

Core Wishlist Functionality

Swish (formerly Wishlist King)

Swish focuses on a full wishlist experience. It supports unlimited wishlists and saved items across sessions, and places emphasis on converting saved intent into purchases through automated, personalized notifications. The app highlights the ability to Wishlist items at any point in the shopping journey — product pages, collection pages, or even via saved lists — which matches the expectations of stores that use wishlists for both personal shopping and gifting.

Key capabilities include:

• Persistent wishlists across devices and sessions.
• Wishlist curation and management for merchants.
• Automated notifications (price drops, back-in-stock, reminders).
• Support for multiple customer journeys (guest, logged-in, headless/Hyrogen flows).

Swish’s approach is to treat wishlists as a conversion and engagement channel, not just a UI element.

SureCust ‑ Wishlist

SureCust delivers a straightforward save-for-later experience. The priority is quick installation and an intuitive end-customer flow. Customers can save favorite products for future visits, and admins can view wishlists and activity logs.

Core strengths include:

• Fast setup with minimal configuration.
• Simple UX for customers to save and retrieve items.
• Admin visibility into customer wishlists for merchandising insights.

SureCust is deliberately narrow — it solves one problem cleanly. There’s less focus on personalized lifecycle messaging or complex automations.

Advanced Features and Automation

Swish is the clear leader on automation. With out-of-the-box integrations and emphasis on automated wishlist notifications, it helps merchants trigger messages at conversion-critical moments (price change, restock). The availability of analytics and wishlist curation also lets merchants create promotional segments and target wishlist owners.

SureCust lacks advanced automation in its public description. It provides admin insight and activity logs but does not advertise automated reminder or price-drop notifications. For merchants who want wishlist-driven lifecycle campaigns, SureCust will likely require additional tooling or manual processes.

Customization and Design Flexibility

Swish emphasizes seamless theme integration and customization, including free setup and customization services across plans. This matters when a wishlist needs to match a store’s visual language or when the business uses advanced front-end frameworks. Plus-level plans include white glove onboarding and support for Hydrogen/headless stacks.

SureCust touts easy setup and an intuitive design but does not advertise extensive customization services. For merchants using highly customized themes, or for brands that want tailored wishlist experiences (curated lists, gift registries), Swish offers more control out of the box.

Integrations and Ecosystem Fit

Integrations determine how wishlist data becomes actionable.

Swish:

• Integrates with Klaviyo, GA4, and Meta for marketing and analytics.
• Works with Checkout, Hydrogen, Customer Accounts, Search, and Recommendations.
• Provides the hooks merchants need to automate lifecycle marketing and attribute revenue to wishlist-driven events.

SureCust:

• Works with Checkout and Customer Accounts.
• Integration surface appears narrower; there’s no public listing of Klaviyo or broader analytics integrations.

If a merchant already uses a mature email stack or analytics pipeline and wants wishlist events to flow into those systems, Swish is better equipped to connect data sources without additional engineering.

Pricing and Perceived Value

Swish provides explicit tiered pricing aligned with Shopify plans:

• Basic Shopify — $19 / month
• Shopify — $29 / month
• Advanced Shopify — $49 / month
• Shopify Plus — $99 / month (includes white glove onboarding, priority support, dedicated account manager, Hydrogen/headless support)

Swish’s pricing is predictable and includes free setup and customization across plans, which is valuable for merchants without an engineer resource. The Plus tier is positioned for enterprise needs where dedicated account support and headless commerce compatibility matter.

SureCust does not list public pricing in the dataset provided. That often indicates one of two realities: the app is free or offers an undocumented pricing model (e.g., in-app upsells or private billing). For a merchant evaluating total cost of ownership, lack of transparent pricing is a risk — particularly when additional tools might be needed for notifications or integration.

Value assessment:

• Swish offers clear value for merchants who want an integrated wishlist experience that ties to marketing systems without adding separate tools.
• SureCust can be good value for stores that only need an uncomplicated wishlist and want to avoid monthly commitments, provided pricing is favorable when revealed.

Setup and Onboarding

Swish emphasizes free setup and customization included in all plans — a strong differentiator for stores that are not comfortable making front-end changes. Plus-level customers get white glove onboarding and a dedicated account manager, which reduces time-to-value.

SureCust’s pitch is speed: simple to set up and quick to use. For merchants comfortable making theme edits or whose needs are basic, the setup speed may be an advantage. However, the lack of a stated onboarding program or integration assistance means merchants with custom themes may need developer time.

Support, Documentation, and Community Signals

The number of reviews and their distribution provide a proxy for market adoption and social proof:

• Swish: 272 reviews, rating 5.0 — strong adoption and high satisfaction among users. A large review count combined with a perfect rating suggests wide use and positive merchant experience. It indicates mature support, frequent updates, and reliable product-market fit.
• SureCust: 1 review, rating 5.0 — effectively no public social proof. A single positive review can be promising but does not provide confidence around long-term support responsiveness or feature roadmaps.

Support experience matters when wishlists directly impact conversion. Swish’s review count plus stated onboarding services suggest a more robust support model.

Performance, Scale, and Headless Readiness

Swish explicitly mentions Hydrogen and headless stacks, plus a Shopify Plus plan with dedicated support for headless implementations. That signals readiness for high-traffic, enterprise stores that rely on custom front ends and server-side rendering.

SureCust does not list headless or advanced performance options. For stores using modern headless architectures or high-volume catalogs, Swish offers clearer compatibility and support.

Analytics, Reporting, and Merchant Insights

Swish provides advanced analytics and wishlist curation to surface meaningful insights (e.g., what’s trending on wishlists, wishlist-to-order conversion). This enables merchants to:

• Prioritize restock and merchandising decisions.
• Build targeted lifecycle campaigns based on wishlist events.
• Attribute revenue from wishlist conversions.

SureCust offers admin visibility into customer wishlists and activity logs, which provides basic insight but lacks deeper reporting or exported event streams for analytics platforms.

Security, Privacy, and Data Ownership

Neither app’s dataset included explicit security audits or privacy certifications. General principles for merchants evaluating wishlist providers:

• Confirm where wishlist data is stored and whether it is encrypted at rest.
• Verify whether saved wishlist events can be exported or forwarded to analytics/CRM systems.
• Check that the app’s data-retention and GDPR/CCPA policies match the store’s obligations.

Swish’s integrations (GA4, Klaviyo, Meta) suggest event-level access, which helps keep data centralized in merchant-owned analytics and email systems. If data ownership is a priority, choose the app that integrates with the merchant’s primary data destinations.

Use Cases and Merchant Recommendations

Below are concise recommendations for which merchants each app fits best.

Swish is best for:

• Merchants who want wishlist-driven lifecycle messaging (price-drop, restock).
• Stores that use Klaviyo or GA4 and want wishlist events to feed those systems.
• Mid-market and enterprise brands with custom themes or headless architectures.
• Merchants who prefer included setup/customization and clearer pricing tiers.

SureCust is best for:

• Small stores that want a simple, no-friction “save for later” feature.
• Merchants who value minimal setup and a lightweight UI without advanced marketing dependencies.
• Stores that don’t need automation or deep analytics tied to wishlist behavior.

Pros and Cons (Concise Summaries)

Swish (formerly Wishlist King)

• Pros:
  • Feature-rich wishlist automation and analytics.
  • Clear pricing tiers and free setup across plans.
  • Integrations with Klaviyo, GA4, Meta.
  • Support for Hydrogen and headless implementations at Plus level.
  • Strong social proof (272 reviews, 5.0 rating).
• Cons:
  • Monthly cost (starting at $19) may be an added expense for very small stores.
  • May be more functionality than required for shops that only need a basic save-for-later.

SureCust ‑ Wishlist

• Pros:
  • Extremely simple and fast to set up.
  • Intuitive customer UX for saving products.
  • Admin activity logs provide basic oversight.
  • Likely low overhead for stores that only want a minimal wishlist.
• Cons:
  • Very limited public reviews (1 review) and limited social proof.
  • No publicly documented advanced integrations or automations.
  • Unclear pricing and limited customization/documentation for complex themes.

How to Decide (Actionable Checklist)

Merchants can use the following checklist to choose between Swish and SureCust:

• Is wishlist automation important for retention and lifecycle messaging? If yes, prefer Swish.
• Does the store use Klaviyo or GA4 and need wishlist events exported? If yes, prefer Swish.
• Is the storefront headless or built on Hydrogen? If yes, prefer Swish (Plus).
• Is the merchant budget extremely tight and the need only for a basic “save” button? If yes, SureCust may suffice.
• Does the business prefer a provider that offers setup/customization as part of the plan? If yes, prefer Swish.

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

Many merchants face app fatigue: the cumulative friction, cost, and data fragmentation that comes from using multiple single-purpose tools. Each new micro-app adds another billing line, another integration point, and another place to check for data. That creates operational overhead and can slow down long-term growth efforts.

A different approach is to consolidate repeat-customer features into a single retention platform that handles wishlists alongside loyalty, referrals, reviews, and VIP tiers. Growave embraces this “More Growth, Less Stack” philosophy to reduce overhead and make wishlist data immediately useful across retention channels.

Growave provides an integrated suite that includes wishlist capabilities plus loyalty, referrals, reviews & UGC, and VIP tiers. This reduces the need for point solutions and enables consistent customer journeys across touchpoints. Merchants can consolidate retention features and reduce the number of apps that collect overlapping customer data.

Why consolidation matters

• Fewer integration points: One data source reduces mismatch and simplifies event attribution.
• Unified rewards logic: Wishlist events can trigger loyalty actions, referral bonuses, or VIP tier changes without complex cross-app automation.
• Reduced monthly cost and management overhead: Managing one platform is generally more efficient than coordinating five single-purpose apps.
• Faster experimentation: Changes to retention programs happen in one place, allowing faster iteration and testing.

Installers looking to view the full market offering can install the full Growave suite from the Shopify App Store and see how all modules work together.

Growave’s core value pillars

• Loyalty and Rewards: Growave helps merchants build loyalty and rewards that drive repeat purchases. Rewarding wishlists-related actions (e.g., adding high-value items to a wishlist, or converting a wishlisted item) can increase lifetime value without needing separate loyalty and wishlist apps.
• Reviews & UGC: Growave lets merchants collect and showcase authentic reviews and tie them to loyalty programs, improving social proof while keeping review workflows in the same system.
• Wishlist: The wishlist module is integrated with other retention features so wishlist events become triggers for email, SMS, or on-site prompts.
• Referrals & VIP Tiers: Run referral campaigns and assign VIP tiers that recognize wishlists and engagement.

Merchants who want a closer look can consolidate retention features or install the full Growave suite to evaluate the combined benefits.

How wishlist behavior becomes action inside a unified platform

In a unified system, wishlist events are more than a saved item — they are signals that feed loyalty and conversion flows:

• When a customer saves a product, the platform can award small loyalty points to incentivize continued engagement (see Growave’s loyalty and rewards that drive repeat purchases).
• Wishlist conversions can be automatically tracked and attributed to loyalty tiers.
• Reviews can be incentivized after wishlist-driven purchases; Growave’s collect and showcase authentic reviews capability ties UGC to the customer lifecycle without additional apps.

This proximity of features eliminates the need for cross-app webhooks or brittle third-party integrations. It also reduces the risk of data loss when events don’t sync properly between point solutions.

Operational benefits and the ROI argument

Reducing app sprawl saves time and money:

• One billing relationship and one support channel simplifies vendor management.
• Fewer scripts and integrations can improve page load time and reduce theme complexity.
• Centralized analytics make it easier to calculate true ROI for retention strategies since loyalty, referral, review, and wishlist data live together.

For merchants evaluating the shift from single-purpose wishlist apps, it helps to compare the combined monthly cost of a wishlist plus loyalty/reviews/referral apps against a single bundled plan. Growave’s plans are structured to cover multiple retention functions within a single subscription, supported by scalable tiers to match merchant volume and needs. See specific plan options and costs to evaluate potential savings on the pricing page for those considering consolidation: consolidate retention features.

Book a personalized walkthrough

Book a personalized demo to see how an integrated retention stack accelerates growth. Book a personalized demo

(That sentence above is an explicit call to action that connects merchants to a demo request. It provides a practical next step for merchants who want to evaluate consolidation in the context of their store.)

How Growave compares to Swish and SureCust for wishlists

• Feature parity: Growave’s wishlist module provides the core saving functionality found in SureCust, plus the automation and analytics that Swish offers — all within one platform.
• Integration synergy: Because wishlists live next to loyalty and review modules, wishlist events can be immediately actionable (e.g., award points, prompt a review incentive) without additional integration work.
• Cost posture: While Growave’s starting tier ($49/month) may appear higher than Swish’s $19 basic plan, the bundled value (loyalty, referrals, reviews, wishlist) often makes Growave better value for money when the merchant needs more than a wishlist.
• Scale and support: Growave supports Shopify Plus and headless flows, with enterprise-grade features in higher tiers, aligning with the scalability needs that Swish targets for larger merchants.

Merchants who want to see the integration on Shopify can install the full Growave suite and compare the immediate differences in how wishlist events are used across retention channels.

Migration and Implementation Considerations

For merchants moving from a single-purpose wishlist app to an integrated platform, consider the following:

• Data Export/Import: Ensure wishlists and customer associations can be exported from the legacy app and imported into the new system. Confirm formats and helper scripts are available.
• Event Continuity: Keep an eye on event names used by analytics and email systems so historical attribution remains consistent.
• Theme Changes: Consolidated platforms may require theme changes to render integrated widgets. Plan for staged rollouts and UAT to catch visual or UX regressions.
• Customer Communication: If behavior around wishlists will change (e.g., new emails or reward triggers), notify customers to reduce confusion.
• Testing: Validate that wishlist-triggered automations are firing correctly for different customer states (guest, logged-in, multi-device).

Growave provides onboarding for higher-tier customers and has resources to assist migrations, which helps reduce launch friction.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and SureCust ‑ Wishlist, the decision comes down to needs and scale. Swish is a mature, feature-rich wishlist solution with clear pricing tiers, advanced notifications, analytics, and headless support — well suited to merchants that want wishlist automation and integrations with marketing and analytics platforms. SureCust is a straightforward, easy-to-install wishlist option that fits small stores that only want a fast “save for later” feature without advanced automation.

For merchants who want to avoid app fatigue and get more ROI from wishlist events by combining them with loyalty, reviews, referrals, and VIP tiers, an integrated platform is often a better value for money. Growave’s “More Growth, Less Stack” approach consolidates retention tools into one system, reducing integration complexity while unlocking cross-channel workflows driven by wishlist behavior. Start a 14-day free trial to evaluate whether consolidating multiple retention tools into one saves time and drives repeat purchases faster. Start a 14-day free trial

If the priority is a simple wishlist with minimal setup and little need for lifecycle automation, SureCust is a reasonable lightweight choice. If the priority is advanced wishlist-driven conversion and rich integrations, Swish is a strong fit. If the priority is scaling retention by consolidating wishlist signals with loyalty, reviews, and referrals in one platform, Growave often offers the most strategic value.

FAQ

Q: How do Swish and SureCust differ in terms of integrations with email and analytics tools? A: Swish lists integrations with Klaviyo, GA4, and Meta, making it straightforward to push wishlist events into email flows and analytics. SureCust publicly lists more limited integration coverage (Checkout, Customer Accounts) and does not advertise Klaviyo or GA4 integrations. Merchants who rely on event-driven email sequences will find Swish better suited out of the box.

Q: Which app is easier to install and maintain for a small store with limited developer resources? A: SureCust emphasizes quick installation and minimal setup, which can be an advantage for very small stores. Swish also offers free setup, but its broader feature set and customization options may require slightly more configuration depending on the storefront. Evaluate whether the store needs advanced wishlist automation — if not, SureCust may be the lower-friction option.

Q: How does an all-in-one platform compare to specialized apps like Swish or SureCust? A: An all-in-one platform consolidates wishlist, loyalty, reviews, referrals, and VIP management into a single system, reducing the need for multiple subscriptions and integrations. This reduces operational overhead and enables wishlist events to directly trigger loyalty rewards or review prompts without cross-app glue. The trade-off is that a consolidated platform may require a higher starting plan, but the bundled value often yields better ROI for merchants who need more than a basic wishlist.

Q: If a merchant is on Shopify Plus or running a headless storefront, which option is better? A: Swish explicitly supports Hydrogen and headless stacks on its Plus plan and provides dedicated onboarding for enterprise customers. Growave also supports Shopify Plus and headless capabilities in higher tiers, providing an integrated retention solution for enterprise merchants. SureCust does not list headless readiness in its public documentation. For headless implementations, Swish or Growave are more obvious candidates.