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

Introduction

Choosing the right Shopify app can significantly influence customer experience and retention outcomes, yet the vast array of options often presents a challenge for merchants. Each app promises specific benefits, making it difficult to discern which truly aligns with a store’s unique needs and growth trajectory. Wishlists, in particular, are powerful tools for enabling shoppers to save items, driving future purchases, and providing valuable insights into customer preferences. However, not all wishlist apps are created equal.

Short answer: Swish (formerly Wishlist King) presents a more established, feature-rich solution with robust customization and integration capabilities, ideal for growing and larger stores seeking advanced engagement. Wishlist Mojo offers a more basic, cost-effective entry point primarily focused on core wishlist functionality, suitable for smaller stores with simpler requirements. Opting for an integrated platform that bundles wishlists with other retention tools can often reduce operational overhead and provide a more cohesive customer journey.

This article provides an objective and detailed comparison between two prominent Shopify wishlist applications: Swish (formerly Wishlist King) and Wishlist Mojo. The aim is to dissect their features, pricing, integrations, and overall value proposition, equipping merchants with the insights necessary to make an informed decision for their specific business context.

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

Deep Dive Comparison

Understanding the nuances of each app beyond a quick glance requires a thorough examination of several key areas. Merchants must consider not only immediate needs but also future scalability, integration with existing tools, and the total cost of ownership. This section offers a comprehensive comparison of Swish (formerly Wishlist King) and Wishlist Mojo across critical dimensions.

Core Features and Workflows

At its heart, a wishlist app serves to capture customer intent and facilitate future purchases. However, the sophistication and additional capabilities built around this core function can vary significantly.

Swish (formerly Wishlist King)

Swish positions itself as a comprehensive wishlist solution designed to drive customer engagement and unlock additional revenue. Its features extend beyond simple item saving:

• Customer Journey Tracking: Allows customers to wishlist items at any point, recognizing that shopping paths are rarely linear. This flexibility supports various browsing and purchasing behaviors.
• Advanced Notifications: Merchants can leverage highly personalized and automated wishlist notifications. This capability is crucial for re-engaging customers with items they’ve expressed interest in, potentially at optimal moments like price drops, low stock, or restocks.
• Insights and Curation: The app provides advanced analytics and tools for wishlist curation. This allows stores to gain meaningful insights into popular products, customer preferences, and potential demand, informing inventory management and marketing strategies.
• Free Setup and Customization: A significant differentiator is the offer of an entirely free setup and customisation service across all plans. This ensures the wishlist integrates seamlessly with the store's aesthetic and branding without requiring the merchant to handle complex coding or design tasks.
• Unlimited Capacity: Across all its plans, Swish offers unlimited wishlists and saved items, along with unlimited sessions. This removes any ceiling on growth or customer engagement based on wishlist usage.

The emphasis on automation, personalization, and a guided setup process suggests Swish is built for merchants looking to actively utilize their wishlist data for proactive engagement and conversion strategies.

Wishlist Mojo

Wishlist Mojo focuses on providing a straightforward wishlist experience, particularly appealing to merchants who prioritize simplicity and cost-effectiveness.

• Simple Item Saving: The fundamental feature allows customers to save products with "one simple click" and revisit them easily via a dedicated wishlist page. This ensures ease of use for the end customer.
• Wishlist Item Limits: Unlike Swish, Wishlist Mojo's plans are tiered based on the number of wishlist items. The free plan allows up to 1,000 items, increasing to 10,000, 30,000, and 100,000 items at higher paid tiers. This limitation might become a factor for stores with extensive product catalogs or high customer engagement.
• Social Sharing: Wishlist Mojo includes the ability to share wishlists on social media, a feature available even in the free plan. This can extend product visibility through organic sharing by customers.
• Guest Wishlists: The Silver Plan introduces guest wishlists, allowing unregistered users to save items. This reduces friction for first-time visitors who may not want to create an account immediately.
• Email Notifications: A key feature, email notifications, becomes available from the Gold Plan. These include alerts for low stock, price changes, and back-in-stock events. While valuable, this functionality is gated behind a higher tier.

Wishlist Mojo's feature set is more focused on the core action of saving and revisiting, with advanced capabilities like email notifications appearing at higher, yet still very affordable, price points. It appears to be designed for merchants who need a functional wishlist without extensive customization services or deep analytical tools out-of-the-box.

Customization and Control

The ability to tailor an app's appearance and functionality to match a store's brand identity is crucial for a consistent customer experience.

Swish (formerly Wishlist King)

Swish emphasizes deep customization and seamless integration with a store's existing aesthetic.

• Full Customizability: The app is described as "fully customisable" and integrates with "all themes," ensuring it seamlessly matches the store's visual identity. This suggests a high degree of control over how the wishlist button, page, and pop-ups appear.
• Free Setup & Customisation Service: This service is a significant benefit, especially for merchants who lack the technical expertise or time to implement custom styling. It ensures that the app looks and works perfectly without manual intervention, reducing the risk of design discrepancies or functionality issues.

Merchants who prioritize brand consistency and a polished user experience, without wanting to handle the technical details themselves, will find Swish's approach to customization particularly appealing.

Wishlist Mojo

Wishlist Mojo offers some level of customization, particularly around branding.

• White Label: The free plan includes "White Label" functionality. This typically means the app's branding can be removed, allowing the wishlist feature to appear as a native part of the store, which is important for brand cohesion.
• General Integration: While not explicitly detailing granular design controls, the app's description implies it's straightforward to integrate. However, the depth of aesthetic control or compatibility across complex themes is not specified.

For merchants whose primary customization need is removing app branding and ensuring basic visual harmony, Wishlist Mojo provides a cost-effective solution. Stores with highly complex or custom themes might need to inquire about specific design integration capabilities.

Pricing Structure and Value for Money

Pricing models often dictate an app's suitability for different business sizes and budgets. Both apps utilize tiered pricing, but their structures and included features vary considerably.

Swish (formerly Wishlist King)

Swish's pricing is structured based on the merchant's current Shopify plan, which naturally aligns with the store's scale and presumably its revenue.

• Basic Shopify Plan: $19 / month
• Shopify Plan: $29 / month
• Advanced Shopify Plan: $49 / month
• Shopify Plus Plan: $99 / month

Key aspects of Swish's pricing:

• Feature Inclusivity: All plans (Basic, Shopify, Advanced) include all core features, unlimited wishlists, saved items, and sessions, along with free setup and onboarding. This means merchants don't have to pay more for features, only for the scale aligned with their Shopify subscription.
• Shopify Plus Exclusives: The Shopify Plus plan at $99/month includes additional benefits such as free white glove onboarding, priority support, a dedicated account manager, and specific compatibility for Hydrogen & headless stacks. This caters to the complex needs of enterprise-level stores.

Swish's model provides clear value for money by offering a consistent feature set across its standard plans, scaling costs transparently with the Shopify subscription level. The unlimited usage and included services represent significant value for merchants focused on growth and operational efficiency. Merchants can use insights from a clearer view of total retention-stack costs to assess this value.

Wishlist Mojo

Wishlist Mojo adopts a volume-based pricing model, primarily differentiating plans by the number of wishlist items.

• Free Plan: Free (up to 1,000 Wishlist Items, Usage Analytics/Charts, Share wishlist on social media, White Label)
• Silver Plan: $4.95 / month (up to 10,000 Wishlist Items, adds Google Analytics, Count Badge, Guest Wishlists, Data Exports)
• Gold Plan: $8.95 / month (up to 30,000 Wishlist Items, adds Email Notifications for low stock, price change, back in stock)
• Platinum Plan: $19.95 / month (up to 100,000 Wishlist Items)

Key aspects of Wishlist Mojo's pricing:

• Low Cost Entry: The free plan and very affordable paid tiers ($4.95 to $19.95/month) make it highly accessible for new or small businesses with tight budgets.
• Feature Gating: Crucial features like Google Analytics integration and email notifications are introduced at higher-tier plans, meaning merchants might need to upgrade not just for volume but for specific functionalities.
• Volume-Based: The core cost driver is the number of wishlist items. Stores with large product catalogs or high customer interaction might quickly reach the limits of lower plans.

Wishlist Mojo offers a compelling low-cost option, particularly for merchants just starting out or those with a smaller customer base and product range. Its volume-based pricing requires merchants to monitor usage to avoid unexpected upgrades for a pricing structure that scales as order volume grows.

Integrations and "Works With" Fit

The ability of a wishlist app to seamlessly integrate with other tools in a merchant's tech stack is vital for creating a cohesive customer experience and streamlining operations.

Swish (formerly Wishlist King)

Swish boasts a robust integration ecosystem, signaling its capability to fit into sophisticated marketing and analytics strategies.

• Marketing Automation: Native integrations with Klaviyo are explicitly mentioned, which is critical for sending highly targeted and personalized email campaigns based on wishlist activity. This allows for powerful re-engagement sequences.
• Analytics: Integration with GA4 (Google Analytics 4) and Meta (Facebook/Instagram) indicates that wishlist data can feed directly into broader analytics and advertising platforms, enabling better audience segmentation and retargeting efforts.
• Shopify Ecosystem: It works with Checkout, Hydrogen, Markets, Customer Accounts, Search, and Recommendations. This broad compatibility ensures the wishlist functionality can be deeply embedded across various customer touchpoints within the Shopify environment, including advanced headless setups (Hydrogen) and multi-market strategies.

Swish's strong integration suite makes it suitable for merchants who are serious about leveraging wishlist data for advanced marketing, analytics, and a seamless multi-channel customer experience.

Wishlist Mojo

Wishlist Mojo's integration capabilities are more limited based on the provided data.

• Google Analytics: The Silver Plan and above integrate with Google Analytics. This is essential for tracking wishlist usage and attributing conversions, but it's not available in the free tier.
• Limited Ecosystem: No other specific integrations with marketing automation platforms (like Klaviyo), advertising platforms (Meta), or specific Shopify features (like Checkout extensions beyond basic functionality) are detailed.

For merchants with a lean tech stack or those just needing basic analytics integration, Wishlist Mojo provides a functional solution. However, stores looking to build advanced, data-driven marketing campaigns around wishlist activity may find its integration options insufficient. Merchants should consider comparing plan fit against retention goals to ensure desired integrations are available.

Analytics and Reporting

Actionable data is key to optimizing customer engagement and driving sales. The depth and accessibility of analytics can significantly impact a merchant's ability to respond to customer behavior.

Swish (formerly Wishlist King)

Swish highlights its analytical capabilities as a core strength.

• Advanced Analytics: The app provides "advanced analytics" for gaining "meaningful insights" and supporting "wishlist curation." This suggests that merchants can delve into popular wishlist items, customer segments creating wishlists, and potentially conversion rates from wishlist interactions.
• Integration with GA4: Direct integration with Google Analytics 4 means that wishlist data can be combined with other website and marketing performance metrics in a unified analytics platform. This allows for a more holistic view of the customer journey and marketing ROI.

Merchants focused on data-driven decision-making, demand forecasting, and personalized marketing will benefit from Swish's robust analytical offerings.

Wishlist Mojo

Wishlist Mojo also offers analytics, though seemingly at a more basic level.

• Usage Analytics/Charts: Available even in the free plan, this suggests basic reporting on how wishlists are being used (e.g., number of items saved, number of wishlists created).
• Google Analytics Integration: From the Silver Plan, integration with Google Analytics allows for more detailed tracking within a familiar analytics environment.
• Data Exports: The Silver Plan also offers data exports, which can be useful for merchants who wish to perform custom analysis in external tools or integrate data with other systems manually.

Wishlist Mojo's analytics serve the purpose of monitoring basic usage and integrating with Google Analytics for standard tracking. While useful, it might not offer the "advanced" insights and curation tools described by Swish, which could be a limitation for sophisticated marketing teams.

Customer Support Expectations and Reliability Cues

The quality of customer support and the perceived reliability of an app are often critical factors, especially for non-technical merchants or those facing complex issues.

Swish (formerly Wishlist King)

Swish presents a strong picture of reliability and comprehensive support.

• High Rating & Review Count: With 272 reviews averaging a perfect 5-star rating, Swish demonstrates a high level of merchant satisfaction and sustained reliability over time. This indicates a proven track record and consistent performance.
• Free Setup and Onboarding: This service, available across all plans, not only ensures correct implementation but also acts as a form of proactive support, minimizing initial friction and common setup errors.
• Priority Support & Dedicated Account Manager: For Shopify Plus merchants, the inclusion of priority support and a dedicated account manager signifies a commitment to high-touch service, catering to the specific needs of enterprise clients who often have more complex requirements and higher stakes.

The combination of positive reviews, proactive services like free setup, and tiered support models positions Swish as a highly reliable and well-supported application. Merchants can also verify these claims by checking merchant feedback and app-store performance signals for other apps.

Wishlist Mojo

Wishlist Mojo's support and reliability cues are significantly less developed based on the provided information.

• Limited Reviews: With only 1 review and a 1-star rating, there is insufficient data to draw reliable conclusions about customer satisfaction, support quality, or long-term performance. This makes it difficult for potential users to assess the app's reliability or the responsiveness of its support team.

While a low review count doesn't inherently mean poor quality, it does indicate a nascent presence in the market. Merchants considering Wishlist Mojo would need to conduct thorough due diligence, potentially reaching out to the developer directly for support expectations or testing the free plan extensively before committing to paid tiers. This lack of public feedback requires a more cautious approach when assessing app-store ratings as a trust signal.

Performance, Compatibility, and Operational Overhead

An app's technical foundation, its compatibility with various store setups, and its impact on site performance and maintenance are crucial for sustainable growth.

Swish (formerly Wishlist King)

Swish appears well-equipped to handle various Shopify environments, including advanced ones.

• Theme Compatibility: The statement "integrates with all themes" suggests broad compatibility, reducing concerns about conflicts with custom or third-party themes.
• Shopify Plus Readiness: Explicit mention of Hydrogen & headless stacks support for Shopify Plus plans demonstrates readiness for high-performance, modern e-commerce architectures. This is critical for large stores that invest in custom storefronts or microservices.
• Low Operational Overhead: The free setup and customization service minimizes the operational burden on the merchant during initial deployment, allowing them to focus on business operations rather than technical configurations. Ongoing management also seems streamlined, given the robust feature set.

Swish is built to be a reliable and high-performing component of diverse Shopify setups, from standard themes to cutting-edge headless implementations, thereby minimizing technical overhead for merchants. It aligns with capabilities designed for Shopify Plus scaling needs.

Wishlist Mojo

Details regarding Wishlist Mojo's technical performance and compatibility are less explicit.

• Basic Integration: The simplicity of its core functionality might imply a lightweight app that generally performs well without heavy resource demands. However, no specific claims about performance optimization or advanced compatibility (like headless commerce) are made.
• Potential for Limited Scope: While "simple click" saving is easy for users, the lack of detail on deep theme integration or advanced Shopify features could mean merchants with complex setups might encounter limitations.
• Uncertain Operational Overhead: With limited reviews, it's difficult to assess the long-term operational overhead, such as the frequency of updates, bug fixes, or compatibility with new Shopify features.

For stores with standard Shopify themes and simpler requirements, Wishlist Mojo might offer a low-impact solution. However, merchants with more complex or rapidly evolving tech stacks should seek further clarification on its technical compatibility and performance guarantees.

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

Merchants navigating the Shopify ecosystem often face a common challenge known as "app fatigue." This phenomenon arises from the proliferation of single-purpose apps, each designed to solve a specific problem, leading to a fragmented tech stack. The consequences are significant: tool sprawl, where managing numerous apps becomes unwieldy; fragmented data, as customer information is siloed across different platforms; integration overhead, requiring constant effort to make disparate tools communicate; inconsistent user experiences, where customers encounter varying interfaces; and stacked costs, as subscriptions for individual apps accumulate.

Addressing these challenges requires a strategic shift towards integrated solutions that consolidate multiple functionalities into a single platform. This "More Growth, Less Stack" philosophy aims to streamline operations, unify data, and provide a cohesive customer journey, ultimately enhancing customer lifetime value and fostering sustainable growth. An integrated platform can offer a clearer path for evaluating feature coverage across plans across various essential retention strategies.

Growave exemplifies this approach by combining loyalty and rewards, social reviews, referrals, wishlists, and VIP tiers into one comprehensive suite. Rather than deploying separate apps for each function, merchants can manage their entire retention strategy from a single dashboard. This integration ensures that customer data, from wishlist saves to loyalty points earned and reviews submitted, flows seamlessly, providing a holistic view of customer engagement and enabling more targeted marketing efforts. Merchants seeking a more unified approach to customer retention can learn more by seeing how the app is positioned for Shopify stores.

For instance, a wishlist save can immediately feed into a loyalty program, offering points for wishlisted items that convert, or trigger a personalized email campaign powered by collected customer reviews. This synergy is difficult to achieve with disparate apps that often require complex and costly custom integrations. Growave’s integrated platform is built to reduce this complexity, allowing merchants to focus on strategic growth rather than app management. If consolidating tools is a priority, start by choosing a plan built for long-term value.

Growave offers robust features across its modules, comparable to or exceeding those found in single-function apps, but with the added benefit of being natively integrated. This includes:

• Loyalty and Rewards: Implementing loyalty programs that keep customers coming back with customizable points, VIP tiers, and gift cards designed to lift repeat purchases and foster long-term relationships. These programs are vital for customer retention, offering VIP tiers and incentives for high-intent customers.
• Reviews and UGC: Automating the process of collecting and showcasing authentic customer reviews, photo, and video testimonials. This builds social proof, enhances product page credibility, and reduces uncertainty for new buyers, thereby boosting conversions and average order value (AOV). This critical function delivers social proof that supports conversion and AOV.
• Referrals: Empowering customers to become brand advocates through easy-to-use referral programs that reward both the referrer and the referred, driving new customer acquisition cost-effectively.
• Wishlists: Providing sophisticated wishlist functionality, akin to the best dedicated apps, but with deeper integration into loyalty and email marketing flows. This ensures that wishlist data is not just saved but actively used to re-engage customers.
• Shopify Plus Readiness: Growave is specifically designed to support the advanced needs of high-growth merchants and capabilities designed for Shopify Plus scaling needs. This includes features aligned with enterprise retention requirements, supporting complex storefront and checkout requirements, and integrating seamlessly with other enterprise tools. It offers features aligned with enterprise retention requirements that are crucial for larger operations.

By embracing an all-in-one platform like Growave, merchants can achieve greater efficiency, enjoy a clearer view of customer data, and deliver a more consistent and rewarding experience to their customers. This strategic choice helps in selecting plans that reduce stacked tooling costs and optimizes overall operational expenditure.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Wishlist Mojo, the decision comes down to their specific needs, budget, and desired level of functionality. Swish (formerly Wishlist King) stands out as a more mature, feature-rich solution with robust customization, extensive integrations (Klaviyo, GA4, Meta), and a proven track record of customer satisfaction, supported by 272 positive reviews. Its pricing model scales with Shopify plans, offering unlimited usage and white-glove service for higher tiers, making it ideal for growing to enterprise-level stores that require sophisticated engagement and deep analytics.

Wishlist Mojo, conversely, provides a highly affordable and straightforward wishlist solution. With a free plan and very low-cost paid tiers, it serves smaller merchants or those with simpler requirements. Its feature set is more basic, with key functionalities like email notifications and Google Analytics integration gated behind higher, yet still budget-friendly, plans. However, its extremely limited review count (1 review with a 1-star rating) means potential users have less social proof to rely on for its reliability and support quality.

Ultimately, if a merchant prioritizes advanced features, deep integrations, and professional setup/support, Swish offers a compelling package. If the primary need is a simple, budget-friendly wishlist without extensive bells and whistles, Wishlist Mojo might suffice, albeit with caution regarding its nascent market presence.

Beyond these single-function apps, merchants often find greater long-term value in consolidated platforms that address broader retention goals. An integrated solution like Growave offers a compelling alternative by combining wishlists with loyalty programs, reviews, referrals, and VIP tiers. This approach combats app fatigue, unifies customer data, and streamlines the management of multiple engagement strategies from a single dashboard. Such platforms can lead to more cohesive customer experiences and more efficient growth, allowing merchants to map costs to retention outcomes over time. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

How do wishlist apps contribute to customer retention?

Wishlist apps capture customer interest, serving as a reminder tool for desired products. By allowing customers to save items for later, these apps reduce immediate purchase pressure and provide merchants with data on customer preferences. This data can then be used to send targeted notifications (e.g., price drops, stock alerts) and personalize future marketing, thereby re-engaging customers and encouraging repeat purchases, directly contributing to customer retention and lifetime value.

What are the main differences between Swish's and Wishlist Mojo's pricing models?

Swish (formerly Wishlist King) bases its pricing on the merchant's Shopify plan level, with a consistent feature set across its standard tiers and additional benefits for Shopify Plus. This means the cost scales with the merchant's overall business size rather than specific app usage metrics. Wishlist Mojo, on the other hand, employs a volume-based model, with plan costs determined by the number of wishlist items allowed. Key features like email notifications are also introduced at higher-priced tiers, requiring merchants to consider both volume and desired features.

Is the "free setup and customization service" offered by Swish truly beneficial?

Yes, a free setup and customization service can be highly beneficial, especially for merchants who are not technically adept or lack the time to manage app installations and design integrations. This service ensures the wishlist app is installed correctly, styled to match the store's branding, and functions perfectly from day one, minimizing potential friction, errors, and the need for external development help. It represents a significant value-add by reducing initial operational overhead.

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

An all-in-one platform, such as Growave, consolidates multiple e-commerce functionalities (like wishlists, loyalty programs, reviews, and referrals) into a single integrated solution. This contrasts with specialized apps that focus on one specific function. The main advantages of an all-in-one platform include reduced "app fatigue" (less management of multiple subscriptions and integrations), unified customer data for a holistic view, improved consistency in the customer experience, and often a lower total cost of ownership compared to stacking multiple single-function apps. It simplifies complex retention strategies and streamlines operations.