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

Introduction

Choosing the right wishlist app is one of the small decisions that can have an outsized impact on conversion rates, repeat visits, and average order value. With dozens of wishlist solutions on the Shopify App Store, merchants must weigh usability, integrations, analytics, and long-term value before adding another single-purpose tool to their stack.

Short answer: Swish (formerly Wishlist King) is a polished, full-featured wishlist that prioritizes customization, analytics, and enterprise-readiness — making it a strong fit for growth-minded stores and Plus merchants. Wishlist Mojo presents a low-cost, lightweight approach with usage tiers based on item caps, which can work for small shops with simple needs but raises questions on scalability and support. For merchants seeking broader retention outcomes without adding multiple point apps, an integrated suite like Growave often provides better value for money and reduces tool sprawl.

This post will provide an in-depth, feature-by-feature comparison of Swish (formerly Wishlist King) and Wishlist Mojo to help merchants determine which app aligns with their growth goals. The comparison covers core features, integrations, pricing and value, implementation, reliability, and recommended merchant profiles. After the direct comparison, there will be a section explaining how consolidating retention features into a single platform can resolve app fatigue and improve results.

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

Deep Dive Comparison

Feature Set

Core Wishlist Functionality

Swish

• Allows shoppers to save items anywhere in the shopping journey; wishlists are unlimited.
• Design customization to match store themes and UX.
• Guest and logged-in user support (works with Customer Accounts).
• Emphasis on reliably syncing saved items across sessions and devices.

Wishlist Mojo

• Simple “save to wishlist” button and a wishlist page where customers view saved items.
• Free tier supports up to 1,000 wishlist items; paid plans expand capacity.
• Social sharing available out of the box.
• A straightforward option for stores that only need a basic saved-items feature.

Analysis: Swish positions itself as a fully featured wishlist that treats saved items as an extension of the customer journey — not just a table of saved SKUs. Wishlist Mojo provides the foundational wishlist behavior but limits scale via item caps and fewer advanced behaviors.

Notifications & Automation

Swish

• Built-in personalized and automated wishlist notifications (price drop, back-in-stock, reminders).
• Integrations with marketing platforms (Klaviyo) allow marketers to trigger flows based on wishlist behavior.
• Advanced curation emails and targeted notifications help convert saved items into purchases.

Wishlist Mojo

• Email notifications (low stock, price change, back in stock) are part of the Gold plan and up.
• Integration scope is more limited, with Google Analytics cited as a works-with integration.

Analysis: Both apps offer notifications, but Swish’s focus on automation and native integrations with common marketing stacks provides a smoother path to personalized outreach. Wishlist Mojo includes basic notifications at a low price point, which is attractive for merchants wanting rudimentary triggers.

Analytics & Wishlist Insights

Swish

• Advanced analytics and wishlist curation to capture meaningful shopper signals.
• Integrates with GA4 and offers insights to help prioritize merchandising (e.g., most wishlisted items, abandoned wishlist behavior).
• Useful for merchandising, demand forecasting, and segmentation.

Wishlist Mojo

• Usage analytics/charts in the Free plan.
• Google Analytics integration provides broader site metrics but lacks baked-in wishlist dashboards.

Analysis: Swish’s analytics are designed for stores that will act on wishlist data; Wishlist Mojo relies on Google Analytics and basic charts, which can work but requires more manual interpretation.

Customization & Theming

Swish

• Integrates with all themes and offers free setup and customization across plans; Plus customers receive white-glove onboarding and dedicated account management.
• Headless and Hydrogen compatibility for modern, custom storefronts.

Wishlist Mojo

• White label on Free plan indicates some branding control.
• Limited public notes on theme integration or white-glove services.

Analysis: Swish’s free setup and explicit support for headless/Hydrogen approaches make it better suited to stores with bespoke design or technical needs. Wishlist Mojo offers basic white labeling but isn’t positioned as a high-touch customization partner.

Pricing & Value

Pricing Structures

Swish

• Tiered by Shopify plan: $19 (Basic Shopify), $29 (Shopify), $49 (Advanced), $99 (Shopify Plus).
• All feature parity across tiers except Plus exclusives (priority support, white-glove onboarding, Hydrogen compatibility).
• Unlimited wishlists and sessions across plans.

Wishlist Mojo

• Free plan (1,000 wishlist items).
• Silver: $4.95/month (10,000 items), Gold: $8.95/month (30,000 items), Platinum: $19.95/month (100,000 items).
• Feature increases tied to item caps; email notifications come with Gold.

Analysis: Wishlist Mojo’s low entry cost (including a free plan) makes it attractive for experimentation. However, the per-plan item caps can create predictable upgrade thresholds as a store grows. Swish’s pricing is higher but provides unlimited items, built-in setup, and a consistent feature set across tiers — aiming for predictable, growth-friendly pricing.

Which offers better value?

• For micro stores experimenting with wishlists, Wishlist Mojo can be better value for money in absolute monthly cost.
• For stores that expect growth, need integrations, require customization, or need enterprise support, Swish often represents better long-term value because of unlimited items and integrated services (free onboarding, Klaviyo/GA4/Meta integrations).

Total Cost of Ownership

Consider factors beyond monthly fees:

• Development time to integrate and style a wishlist.
• Marketing automation time to add wishlist-based flows.
• Cost of multiple single-purpose apps if merchant needs loyalty, reviews, or referrals in addition to wishlists.

Swish reduces some of the onboarding and integration costs with free setup and out-of-the-box integrations. Wishlist Mojo reduces license fees but may increase internal resource needs for customization and automation if in-house tools must bridge gaps.

Integrations & Technical Compatibility

Marketing & Analytics Integrations

Swish

• Explicit integrations: Klaviyo, GA4, Meta.
• Works with Customer Accounts, Checkout, Hydrogen, and Headless setups.

Wishlist Mojo

• Works with Google Analytics.
• No public mention of Klaviyo or Meta integrations in the provided description.

Analysis: Swish’s integration set is more marketing-ready. Merchants heavily invested in Klaviyo flows will find Swish easier to plug into existing automation. Wishlist Mojo can still work with Google Analytics but may require additional engineering or manual exports to feed marketing automation.

Platform & Ecosystem Compatibility

Swish

• Built to support Checkout, Hydrogen, Marketplaces, and headless use cases.
• Plus plan explicitly supports Shopify Plus exclusives and offers a dedicated account manager.

Wishlist Mojo

• Compatible with Google Analytics; other platform compatibility is not highlighted.

Analysis: When headless, PWA, or Plus-level checkout control is in scope, Swish is better-positioned. For traditional stores on standard themes, Wishlist Mojo may function adequately.

Implementation & Setup

Swish

• Free setup and customization service across all plans.
• For Plus customers: white glove onboarding and a dedicated account manager.
• Focus on making the wishlist match the store’s design and behavior without merchant engineering.

Wishlist Mojo

• Likely self-serve implementation; Free plan includes white label but no explicit paid onboarding service.
• Low friction to get started, particularly on the Free tier.

Analysis: Swish reduces time-to-value by handling setup and customization as a service, which is important for stores without developer bandwidth. Wishlist Mojo is quick to try but could require internal work for polished results.

Support, Reliability & Social Proof

Swish

• App Store rating: 5.0 from 272 reviews. This volume and rating suggest consistent positive merchant experiences and reliable support.
• Plus plan support options indicate a commitment to enterprise-level service.

Wishlist Mojo

• App Store rating: 1.0 from 1 review. A single review with a low rating is a red flag for reliability or support expectations, but the sample size is tiny; still, the merchant should probe support responsiveness before selecting the app.

Analysis: Reviews are an important signal. Swish’s large number of high-rated reviews indicates maturity and merchant satisfaction. Wishlist Mojo’s single poor review should prompt merchants to request references and test support responsiveness.

Performance & Scalability

Swish

• Unlimited wishlists and saved items support scaling without hit to plan limits.
• Designed for stores that expect significant wishlist usage and require integrations at scale.

Wishlist Mojo

• Item-based caps mean scaling will eventually require plan upgrades (100k item cap max on the Platinum plan).
• For stores with moderate to high wishlist activity or a broad product catalog, caps can affect cost predictability.

Analysis: If expected wishlist activity is high or the product catalog is large, Swish’s unlimited approach reduces the risk of hitting ceilings that force plan migration. Wishlist Mojo is more cost-efficient until those caps are reached.

Data Ownership, Security, and Privacy

Swish

• Works with analytics and marketing tools; merchants should confirm data export, retention policies, and compliance with privacy regulations (e.g., consent handling, exportable customer data).
• Headless and Checkout compatibility implies deeper hooks into storefronts — merchants should confirm data flows with their teams.

Wishlist Mojo

• Google Analytics integration means events are trackable in GA; merchants should verify how personally identifiable information (PII) is handled and whether wishlist ownership is tied to accounts or sessions.

Analysis: Both apps will collect customer signals. Merchants should verify export capabilities, data deletion and retention policies, and how guest wishlists are managed relative to privacy requirements.

Reporting & Merchant Insights

Swish

• Explicit wishlist curation and analytics features intended to surface demand signals for merchandising and marketing.
• Can be used to prioritize restocks, sales, and promoted items.

Wishlist Mojo

• Usage analytics and charts present in the Free plan, but less emphasis on advanced curation or ready-made merchandising dashboards.

Analysis: Swish appears to offer more immediately actionable reporting. Wishlist Mojo provides baseline analytics but likely requires manual interpretation for merchandising.

Mobile & UX Considerations

Swish

• Customization options aim to ensure wishlist behaviors align with mobile UX and cross-device syncing.
• Wishlist actions across the shopping journey allow for persistent engagement.

Wishlist Mojo

• Core wishlist behavior is present and shareable; mobile friendliness depends on theme implementation.

Analysis: Both can work on mobile, but Swish’s emphasis on integration and customization gives merchants more control over the mobile experience.

Use Cases & Merchant Profiles

Swish is best for:

• Brands with a growth focus that use marketing automation (Klaviyo) and want wishlist behavior feeding flows.
• Merchants with design or headless storefronts who need bespoke styling and Hydrogen support.
• Stores that value a vendor providing onboarding and ongoing support — especially Plus merchants.
• Organizations that want unlimited wishlist capacity and predictable feature parity.

Wishlist Mojo is best for:

• Very small shops testing wishlist functionality with strict budget constraints.
• Merchants who need a free or ultra-low-cost wishlist with shareability and simple analytics.
• Stores with relatively small catalogs or low wishlist volume where item caps are unlikely to be reached.

Migration & Exit Considerations

Swish

• Offers free setup and ongoing support that can ease migration and future modifications.
• Merchants should confirm data export tools for wishlists and any automation that connects to their marketing stack.

Wishlist Mojo

• Simple data structures could make export straightforward, but the merchant should verify how customer wishlists (guest vs. account) are tied and how data can be exported.

Analysis: Before committing, request a clear export policy from either vendor to prevent data lock-in.

Making the Decision: Questions Merchants Should Ask

Before choosing, merchants should ask both vendors:

• How are wishlists stored and exported? Can wishlist data be exported as a customer attribute?
• How are guest wishlists handled and later merged into customer accounts?
• What are service-level commitments for support response times?
• How do notifications work with the marketing stack (e.g., Klaviyo), and are there pre-built integration templates?
• What hosting or performance constraints should be expected with large catalogs?

These questions clarify long-term operations, integration effort, and potential hidden costs.

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

What is App Fatigue?

App fatigue occurs when merchants accumulate many single-purpose apps to address individual needs (wishlists, reviews, loyalty, referrals, VIP tiers). The consequences include:

• Increased monthly fees and unpredictable total cost of ownership.
• More integrations to maintain and more potential points of failure.
• Fragmented customer data across multiple tools, complicating segmentation and automation.
• Higher development overhead and slower experiments because each app requires separate configuration.

The direct comparison above shows this trade-off in miniature: an excellent wishlist app like Swish or a low-cost option like Wishlist Mojo may solve the wishlist problem, but neither replaces the need for loyalty programs, reviews, referrals, and VIP tiers. Adding three to five single-purpose apps multiplies maintenance effort and reduces the chance of a unified customer strategy.

The "More Growth, Less Stack" Approach

An integrated retention platform reduces tool sprawl by combining wishlist capabilities with loyalty, referrals, reviews, and VIP tiers. This approach yields several practical benefits:

• Centralized customer signals: wishlist saves, review activity, and referral behavior contribute to the same customer profile.
• Easier activation of cross-channel automations: marketing platforms can trigger flows from a single consolidated set of events.
• Lower operational overhead: a single vendor reduces the number of integrations to maintain and simplifies billing.
• Better long-term analytics: combining signals improves CLV modeling and LTV-focused growth strategies.

Growave positions itself around this philosophy. Merchants can explore how to consolidate retention features while preserving customization and enterprise readiness.

Growave: How an Integrated Suite Addresses the Gaps

Growave bundles wishlist functionality together with loyalty and rewards, referrals, reviews, VIP tiers, and more. This solves several limitations seen in single-purpose apps:

• Loyalty & Rewards: Instead of adding a separate loyalty app, merchants can build loyalty and rewards that drive repeat purchases while keeping wishlist signals available for reward triggers.
• Reviews & UGC: Integrated review collection and display help increase social proof without installing a separate app for reviews. Merchants can collect and showcase authentic reviews that feed into product page optimization and marketing.
• Unified customer profiles: Wishlist saves can count toward VIP tiers or unlock rewards—bridging browsing intention with loyalty mechanics.
• Enterprise & Plus support: For high-growth stores, Growave offers features and support tailored to larger implementations and headless storefronts. Learn how solutions are built for high-growth Plus brands.
• Migration & case studies: Merchants can review customer stories from brands scaling retention to understand how consolidating apps improved KPIs.

Growave also provides deployment options that fit modern architectures and supports many storefront technologies and marketing tools. For merchants who want to reduce the number of integrations and avoid combining multiple single-purpose vendors, Growave is positioned as a single-vendor alternative that still offers deep configurability.

Practical Benefits Compared to Single-Function Wishlist Apps

• Time-to-value: A single platform cuts the time needed to set up cross-functional campaigns that combine wishlists, rewards, and reviews.
• Cost predictability: Rather than paying for multiple monthly app fees, a single subscription covers interrelated retention tools and reduces long-term spend.
• Fewer integration points: This reduces the likelihood of data mismatches, lost events, or duplicated customer profiles.
• Holistic loyalty tactics: For example, points for creating a wishlist, points for sharing wishlists, and points for converting on items in wishlists — all possible without wiring together separate apps.

Merchants interested in an interactive walk-through can install Growave directly from the Shopify App Store to test the suite in their store environment. For a tailored assessment, Book a personalized demo.

(Book a personalized demo to evaluate an integrated solution.)

How Growave Compares, Practically

• For stores that want native wishlist behavior plus advanced retention mechanics, Growave removes the requirement to maintain a separate wishlist app and separate loyalty/reviews apps.
• For merchants on Shopify Plus or running headless, Growave offers enterprise features and integrations that support sophisticated checkout experiences and customer journeys.
• Growave combines wishlist signals with loyalty and review tasks, enabling reward actions that single-purpose apps rarely offer without heavy custom work.

Explore Growave pricing and plan tiers to compare the total cost of ownership and determine if the combined feature set makes sense for the merchant’s roadmap: merchants can review pricing data and trial options to consolidate retention features.

When Single-Purpose Apps Still Make Sense

• Very early-stage stores that only need one micro-feature (e.g., a wishlist for validation) and want to minimize monthly commitments.
• Stores with custom build pipelines that prefer single-purpose microservices to reduce reliance on a single vendor.

Even in those cases, merchants should plan for migration if retention goals expand and wishlist activity becomes a meaningful revenue driver.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Wishlist Mojo, the decision comes down to scale, integration needs, and support expectations. Swish offers a mature, fully customizable wishlist experience with unlimited items, advanced analytics, and marketing integrations — a strong fit for growth-focused stores and Shopify Plus merchants. Wishlist Mojo provides a lightweight, cost-effective entry point with item-based pricing that suits small stores and experimentation.

However, wishlist functionality is only one piece of retention. Adding separate apps for loyalty, reviews, and referrals increases maintenance and fragments customer data. For merchants looking to reduce tool sprawl and pursue an integrated retention strategy, a combined platform like Growave can deliver higher long-term value by bringing wishlist, loyalty, reviews, referrals, and VIP tiers under a single roof. Merchants can compare plans and see how consolidation affects total cost by choosing to consolidate retention features and by testing the app on the Shopify ecosystem with the option to install directly from the Shopify App Store.

Start a 14-day free trial to see how Growave reduces tool sprawl and increases repeat purchases: Start a 14-day free trial.

FAQ

How do Swish and Wishlist Mojo differ in scale and long-term cost?

Swish offers unlimited wishlists and saved items with a consistent feature set across plans, which is preferable for scaling merchants. Wishlist Mojo uses item caps on paid plans, keeping upfront costs low but potentially increasing cost as wishlist usage grows. For predictable scalability, Swish is generally a safer bet; for low-volume experimentation, Wishlist Mojo is cost-effective.

Which app is better for marketing automation and Klaviyo integration?

Swish explicitly integrates with Klaviyo and GA4, making it easier to trigger personalized flows from wishlist activity. Wishlist Mojo lists Google Analytics as a works-with integration but does not highlight Klaviyo; merchants using Klaviyo should confirm integration details before selecting Wishlist Mojo.

How does support and reliability compare between the two apps?

Swish has a high volume of positive reviews (272 reviews, 5.0 rating), indicating reliable performance and support. Wishlist Mojo has very limited public reviews (1 review, 1.0 rating), which suggests merchants should verify support response times and request references before committing.

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

An all-in-one platform centralizes wishlist, loyalty, referrals, and reviews to reduce integration overhead, improve data consistency, and enable cross-functional campaigns (e.g., rewarding wishlist activity). Single-purpose apps can be cheaper initially but often lead to increased total cost of ownership and maintenance as retention programs scale. Merchants seeking to reduce tool sprawl and unite retention signals should compare the combined feature set and support offered by integrated platforms and evaluate whether consolidation improves long-term ROI.