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

Introduction

Choosing the right wishlist tool is a common fork in the road for Shopify merchants building retention channels. Single-function wishlist apps can increase conversions, reduce cart abandonment, and give marketers product-interest signals — but not every wishlist solution is built the same. This article compares Swish (formerly Wishlist King) and Wishlist Pro ‑ Pasilobus feature by feature, then explains when a single-purpose app is the right choice and when a broader retention platform is a better long-term investment.

Short answer: Swish (formerly Wishlist King) is a polished, merchant-friendly wishlist solution with strong onboarding and enterprise-ready options, suited for stores that want a reliable, hands-on wishlist product. Wishlist Pro ‑ Pasilobus targets both B2C and light B2B flows with spreadsheet import and order-form features, which is useful for merchants who need list-based ordering or simple registries. For merchants seeking higher long-term value and fewer apps to manage, an integrated retention suite can reduce tool sprawl and deliver more sustainable lift than a single-purpose wishlist.

Purpose of this post: provide an objective, feature-by-feature comparison of Swish and Wishlist Pro ‑ Pasilobus to help merchants select the right tool for their goals, budgets, and technical constraints — then present an alternative approach that consolidates wishlist functionality into a broader retention stack.

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

Feature-by-Feature Deep Dive

This section breaks down each major criterion merchants should consider when evaluating wishlist apps. It sticks to outcomes: retention, conversion lift, operational friction, and long-term value.

Core Wishlist Functionality

Wishlist Creation and Persistence

Swish provides unlimited wishlists and saved items across all plans, maintaining cart/interest persistence across sessions. The developer highlights that wishlists can be used throughout the shopping journey and are theme-compatible.

Wishlist Pro supports unlimited list items and — depending on the plan — unlimited lists per customer. The free tier restricts customers to a single list, while paid tiers remove that restriction.

What matters to merchants:

• For stores with a simple "save for later" need, both apps deliver persistence.
• For stores that need multiple lists per customer (gift registries, event-specific lists), Wishlist Pro’s paid plan and Swish’s unlimited lists both work; Swish includes unlimited lists out of the box on all paid plans.

Sharing, Social, and Registry Features

Swish emphasizes wishlist sharing plus integrations that enable automated notifications. The product positioning focuses on converting intent into purchases via personalized reminders.

Wishlist Pro explicitly supports list sharing, registry creation, and social/email share flows. It also emphasizes B2B-friendly sharing (exports/imports for distributors).

Practical outcome:

• If social or registry sharing is core to the strategy (wedding registries, baby lists, gift sharing), Wishlist Pro provides explicit registry workflows; Swish also supports sharing, with the advantage of richer notification automations.

Save for Later & Cart Interaction

Both apps offer save-for-later functionality. Wishlist Pro highlights a "Quick Add to Cart from Lists" experience in paid tiers. Swish integrates with the entire shopping journey and supports save-for-later behaviour in a way designed to trigger personalised wishlist notifications when appropriate.

Outcome: Quick-add UX is critical for conversion. Wishlist Pro’s explicit quick-add may be quicker to deploy for simple carts; Swish’s notification-led flow is better for re-engagement over time.

Reordering, B2B & CSV Imports

Wishlist Pro lists B2B order forms and CSV wishlist imports as core differentiators on the Plus plan. One-click reordering of entire lists and spreadsheet uploads can be invaluable for wholesale buyers, repeat corporate customers, or distributors.

Swish focuses more on B2C shopping journeys but does support headless and Shopify Plus environments (Hydrogen & headless stacks) — which can be adapted for complex B2B flows via customization, but that often requires more engineering.

Outcome: For merchants with B2B volume, repeat-order workflows, or distributor CSV uploads as part of the sales process, Wishlist Pro has built-in features that reduce manual work. Swish can support complex flows with customization, but Wishlist Pro provides those B2B primitives out of the box.

Notifications, Personalisation, and Conversion Triggers

Swish markets advanced, personalised, automated wishlist notifications and native integrations with Klaviyo, GA4, and Meta. Those integrations create clear paths for personalised lifecycle campaigns that convert latent demand into sales.

Wishlist Pro focuses less on marketing automation in its listing. It provides wishlist signalling (product interest) but lacks the same emphasis on built-in marketing automations and third-party integration breadth.

Outcome: If the merchant’s value strategy depends on converting wishlist interest via lifecycle marketing, Swish’s native automation and integration set give marketing teams a faster route to activation.

Analytics, Measurement & Insights

Swish advertises "meaningful insights with advanced analytics and wishlist curation." That suggests product-level wishlist metrics, trending items lists, and curation tools for merchandising — useful for both marketing and inventory planning.

Wishlist Pro offers reporting on lists in paid tiers (Plus includes "Reports"). The level of analytics detail is not as prominent in the product description as Swish’s.

Outcome: Merchants that prioritise product interest signals and merchandising insights will find Swish’s analytics orientation more valuable.

Customisation, Design & Theme Compatibility

Swish promotes seamless theme integration and an included free setup and customization service to match the store aesthetic. The Shopify Plus plan adds white-glove onboarding and priority support.

Wishlist Pro states it "seamlessly integrates with your Shopify theme" and boasts fast setup under 5 minutes. The app’s appeal is speed and simplicity, while Swish focuses on fit and finish with optional white-glove services.

Outcome: If the brand experience and pixel-perfect UI are important, Swish’s customisation service and focus on aesthetic integration provide better value for merchants that want a tailored look. For merchants that need a light-touch, functional installation quickly, Wishlist Pro can be faster.

Integrations and Ecosystem

Swish lists key integrations: Klaviyo, GA4, Meta, Hydrogen Markets, and Customer Accounts. It also supports headless stacks and Shopify Plus-specific features.

Wishlist Pro lists compatibility with core Shopify features: Checkout, Customer accounts, and Shopify Flow. It’s designed to work quickly with Shopify-native flows, but lacks the explicit third-party marketing automation and analytics integrations that Swish advertises.

Outcome: If the shop already relies on Klaviyo, GA4, Meta advertising or plans to use headless frontends, Swish’s integration list reduces integration work and accelerates time-to-value.

Performance, Headless & Plus Support

Swish offers clear support for Shopify Plus and headless stores (Hydrogen & headless stacks) at higher tiers. The Plus plan includes dedicated account management, white-glove onboarding, and priority support — helpful for high-revenue merchants.

Wishlist Pro doesn’t highlight headless or Plus-specific support; it aims for broad compatibility and quick deployment in standard Shopify themes.

Outcome: Enterprises or stores on Shopify Plus with headless architectures will find Swish better aligned to their needs.

Security, Data Ownership & Compliance

Both apps operate within Shopify’s app ecosystem. Swish, given its integrations and enterprise focus, often operates with more formal onboarding and support processes which can include clear data handling agreements as part of Plus-level services. Wishlist Pro’s simple structure reduces complexity, but merchants considering B2B data uploads should check the app’s CSV handling practices and access controls.

Recommendation: Before selecting either app, review their respective privacy and data handling sections in the Shopify App listing and consult support for compliance details relevant to regulated verticals.

Pricing & Value: Which App Gives Better ROI?

Pricing influences adoption and ongoing ROI. The core question: how much conversion and retention lift will the app drive relative to its monthly cost and operational overhead?

Swish Pricing Snapshot

• Basic Shopify: $19 / month — includes all features, free setup, unlimited wishlists.
• Shopify: $29 / month — same features for mid-tier stores.
• Advanced Shopify: $49 / month.
• Shopify Plus: $99 / month — includes white-glove onboarding, priority support, dedicated account manager, and headless support.

Swish’s value proposition: predictable per-plan pricing that includes free setup across tiers and advanced integrations. For merchants with meaningful traffic and potential SKU-level interest signals, the integration and automation capabilities accelerate conversion.

Wishlist Pro Pricing Snapshot

• Free: free — unlimited list items, single list per customer, sharing.
• Advanced: $14.99 / month — unlimited lists, quick add to cart, translations, sharing.
• Plus: $49.99 / month — includes B2B order forms, customer spreadsheet import, and reporting.

Wishlist Pro’s value proposition: a free entry point and lower-cost paid option for unlimited lists. The Plus plan is priced to give B2B functionality without a large investment.

Comparing Value for Money

Swish delivers enterprise readiness, integration breadth, and onboarding which matter for stores that will leverage automation and analytics. For teams that want a managed, integration-rich wishlist with immediate marketing use, Swish is better value because setup and integrations are included.

Wishlist Pro provides better short-term value for shops on a tight budget or stores that need B2B list ordering and CSV imports. Its free tier is attractive for lightweight use cases and experimentation.

Conclusions about value:

• For stores prioritising marketing automation, product analytics, and enterprise services, Swish delivers better value for money despite higher tiers.
• For stores prioritising CSV-based ordering, simple list management, or a low-cost start, Wishlist Pro offers a lower barrier to entry and functional value.

Support, Onboarding & Merchant Experience

Helpful onboarding and responsive support reduce friction and time-to-value.

Swish highlights "free setup & customisation service" for all plans and white-glove onboarding for Plus customers. That approach suits merchants who need configuration support, theme matching, or marketing integration help.

Wishlist Pro emphasizes speed ("Get going in less than 5 mins") and straightforward deployment. The app offers standard support channels, but with only one Shopify review, the breadth of merchant experience visible in public reviews is limited.

Outcome: For merchants who want hands-on onboarding and implementation support, Swish provides a lower implementation risk. Wishlist Pro is attractive when the team prefers self-service and quick rollout.

Implementation Considerations

Time to Launch

• Wishlist Pro: marketed as <5 minutes; quick add-to-cart and simple theme integration make it fast for basic workflows.
• Swish: setup is free and handled by the vendor; initial launch might take longer if merchants opt for custom UI matching, but implementation risk is low thanks to vendor-led setup.

Developer Overhead

Swish supports headless and custom integrations; expect some engineering for complex flows. Wishlist Pro’s focus on Shopify-native flows reduces engineering needs for standard storefronts.

Maintenance & Upgrades

Swish’s managed onboarding and enterprise support can simplify ongoing maintenance. Wishlist Pro’s lightweight footprint can be lower maintenance but may require manual work for advanced marketing integrations.

Merchant-Facing Outcomes: Retention, LTV & Operational Efficiency

Beyond features, the true test is whether a wishlist app improves retention, increases lifetime value (LTV), and reduces operational overhead.

• Swish’s strengths (personalised notifications, Klaviyo integration, analytics) directly support lifecycle marketing that can increase repeat purchases and LTV. The vendor’s onboarding service reduces configuration mistakes and accelerates measurable results.
• Wishlist Pro helps reduce friction for repeat ordering (especially B2B) through spreadsheet import and one-click reorder. That directly improves operational efficiency and repeat order rates for wholesale or corporate customers.

Decision rule:

• Choose Swish if the priority is converting saved interest into repeat purchases through automation and insight-driven merchandising.
• Choose Wishlist Pro if the priority is simplifying reorders, registries, and CSV-driven B2B workflows.

Pros & Cons Summary

Swish (formerly Wishlist King)

Pros:

• Strong onboarding and customization services.
• Advanced integrations (Klaviyo, GA4, Meta).
• Wishlist analytics and curation features.
• Headless and Shopify Plus support.
• Unlimited wishlists and sessions included.

Cons:

• Focused on wishlist functionality alone; additional retention needs require more apps.
• Higher tiers for enterprise-level support (still reasonable for the value delivered).

Wishlist Pro ‑ Pasilobus

Pros:

• Free tier available for simple needs.
• B2B-friendly features: CSV import, order forms, one-click reorder.
• Fast time-to-launch and lightweight footprint.
• Lower monthly cost for advanced features compared to some competitors.

Cons:

• Very small public review base (1 review) limits public validation.
• Less emphasis on marketing automation and analytics integrations.
• Limited signals of enterprise / headless support.

Use Cases: Which App Fits Which Merchant?

• Merchants focused on lifecycle marketing and wanting wishlist-driven email/SMS flows: Swish.
• Smaller shops that need a quick "save for later" and list sharing without upfront cost: Wishlist Pro (Free or Advanced).
• Wholesale, distributors, or B2B merchants needing spreadsheet imports and order forms: Wishlist Pro (Plus).
• Shopify Plus or headless merchants needing a wishlist that fits into complex architectures: Swish.

Migration & Exit Strategy

Merchants should consider data portability and migration effort:

• Confirm whether each app allows export of wishlist data in CSV or via API before committing.
• For stores likely to expand into loyalty, referrals, and reviews, think about how wishlist data will be reconciled if migrating between systems.
• When integrating wishlists into larger lifecycle systems (email, CRM), prefer apps with native integrations to reduce custom engineering.

Pricing Examples and Decision Making

Example scenarios:

• A mid-size DTC brand planning to use Klaviyo for triggered emails and wanting product-interest segmentation will likely see faster ROI with Swish due to built-in integrations and analytics.
• A boutique distributor that needs distributors to upload CSV wishlists and place bulk orders will find Wishlist Pro’s Plus plan useful and better value for that specific workflow.

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

Single-purpose apps solve narrow problems well but create long-term maintenance, billing, and integration cost. The downside compounds as stores add more single-function tools to manage loyalty, referrals, reviews, and wishlist features separately.

What Is App Fatigue?

App fatigue is the operational drag and strategic fragmentation merchants experience when they rely on many specialized apps instead of a smaller number of integrated solutions. Symptoms include:

• Multiple bills and pricing tiers to manage each month.
• Fragmented customer data across several services.
• Repeated theme or UI adjustments to make each app look and feel consistent.
• Time spent reconciling analytics and signals across systems instead of acting on unified insights.
• Increased friction when running multi-channel retention campaigns.

These frictions reduce the marginal value of adding an additional specialized tool like a wishlist app, especially when the team already manages loyalty, reviews, and referral programs separately.

Growave’s "More Growth, Less Stack" Proposition

Growave is designed to reduce tool sprawl by combining Wishlist functionality with loyalty, referrals, reviews, and VIP tiers. The “More Growth, Less Stack” approach aims to deliver retention lift without multiplying apps.

Key outcomes of consolidation:

• Unified customer profiles and reward points that link wishlist actions to loyalty behaviour.
• Single data layer for reviews and UGC that informs product merchandising from wishlist signals.
• Reduced implementation work since one vendor handles theme compatibility, integrations, and cross-feature flows.

Merchants can compare pricing and plans to see how consolidating retention tools affects monthly cost and operational overhead; curious merchants can review options to consolidate retention features.

How Growave Replaces Multiple Single-Function Tools

Growave bundles:

• Loyalty and Rewards: customizable programs for points, tiers, and rewards that directly improve repeat purchase rates. Merchants can build loyalty and rewards that drive repeat purchases.
• Wishlist: product interest capture that ties into loyalty and remarketing flows.
• Reviews & UGC: automated requests, storefront widgets, and moderation to collect and showcase authentic reviews.
• Referrals and VIP Tiers: campaigns that leverage existing customers to acquire new ones and reward high-LTV segments.

Growave’s integrations and platform support reduce duplicated configuration. Merchants looking for an integrated approach can choose to add a unified retention suite to their store instead of piecing together separate apps.

Strategic Advantages of a Unified Retention Suite

• Faster path from product interest (wishlist) to conversion because wishlist signals automatically feed loyalty and campaign logic.
• Fewer integration points and fewer tickets across multiple vendor support teams.
• Consolidated reporting: single dashboard for retention metrics rather than stitching CSVs and APIs.
• Better UX consistency when widgets and flows are managed by one vendor rather than multiple apps requiring theme overrides.

Merchants can evaluate practical costs and expected benefits on the Growave pricing page to compare monthly spend and benefits: compare plans and pricing.

Use Cases Where Consolidation Outperforms Single Apps

• Brands scaling from mid-market to enterprise who want consistent UX and centralized retention automation.
• Stores running loyalty programs and wanting wishlist activity to qualify customers for rewards or tier upgrades.
• Merchants prioritizing fast experimentation across retention levers without deploying a new app for each experiment.

For merchants on Shopify Plus or running complex growth programs, Growave offers solutions tailored to scale and solutions for high-growth Plus brands.

Integrations and Workflow Simplification

Growave removes integration overhead by supporting native connections with widely used tools and platforms. That reduces engineering cycles for fleshing out triggers and analytics across multiple vendors. For merchants relying on email and SMS channels, the platform’s cross-feature integrations streamline program execution — for example, sending a review request that references points from a loyalty action or retargeting customers with wishlist reminders linked into a rewards program.

To evaluate the platform and see how the combined feature set performs in real stores, merchants can explore customer stories from brands scaling retention.

Tactical Example: From Wishlist Interest to Repeat Purchase (Without Extra Apps)

• A shopper saves an item to the wishlist.
• That wishlist action triggers a targeted email or SMS that references the customer’s current reward balance and offers a time-bound bonus points incentive for purchase.
• A purchase completes and the loyalty account is updated automatically, which can place the customer into a VIP tier for future perks.

Executing that flow across multiple single-purpose apps often requires multiple integrations and custom work. In a unified suite, the event wiring and data model are native, reducing latency and integration risk.

How to Compare Costs: Consolidation vs. Best-of-Breed

Merchants should perform a simple comparison:

• Add up monthly spend for the wishlist app plus loyalty, reviews, and referral apps being used.
• Factor in developer and support time required to keep each integration running.
• Compare that total cost and operational burden to consolidated pricing tiers to decide if consolidation delivers better value.

For an immediate comparison, merchants can consolidate retention features and weigh the time saved on maintenance against incremental monthly cost.

Getting Started with Consolidation

• Start with a single retention suite trial to validate integration quality and UX.
• Export wishlist data from the existing app to preserve product-interest history if switching.
• Consolidate core flows (wishlist → reward → email) first before moving to advanced personalization and headless integrations.

Growave provides resources and onboarding for merchants evaluating consolidation and makes it straightforward to consolidate retention features.

Choosing Between the Two Approaches

Both approaches have merit:

• Single-purpose wishlist app approach (Swish or Wishlist Pro) is attractive when the budget is constrained, the use case is narrow, or the merchant needs a very specific B2B flow (CSV orders, spreadsheets). It is also useful for testing wishlist-driven ROI before committing to a multi-feature platform.
• Consolidated retention suite approach (like Growave) is better for merchants who want to reduce tool sprawl, accelerate cross-channel retention programs, and centralize data and tooling for long-term growth.

If the merchant expects to add loyalty, referrals, or reviews soon, consolidation usually reduces total cost of ownership and increases the speed at which multi-channel retention programs launch.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Wishlist Pro ‑ Pasilobus, the decision comes down to goals and scale. Swish is an excellent choice for teams that want a polished wishlist with deep integrations, analytics, and white-glove onboarding — especially for Shopify Plus or headless environments. Wishlist Pro ‑ Pasilobus is a solid pick for merchants who need low-cost list management, CSV imports, and B2B order-form workflows without a heavy upfront investment.

Beyond that binary decision, many merchants confront app fatigue as they stitch together wishlist, loyalty, reviews, and referral tools. An integrated retention platform can reduce stack complexity and increase the velocity of lifecycle marketing. Growave offers a way to centralize wishlist capability alongside loyalty, referrals, and reviews so that wishlist interest, reward programs, and social proof work together instead of in isolation. Merchants can review plans and see whether consolidation fits their growth strategy by visiting the Growave pricing page to consolidate retention features.

If a merchant wants to test a consolidated approach and reduce the number of disconnected tools, start with a 14-day free trial to evaluate how a single platform connects wishlist activity to loyalty and reviews and whether that reduces cost and increases LTV: Start a 14-day free trial to experience consolidated retention features and simplify the stack (start a free trial).

Frequently Asked Questions

Q: How do Swish and Wishlist Pro differ in terms of integrations with marketing tools? A: Swish advertises native integrations with Klaviyo, GA4, and Meta, which shortens the path to personalised automated campaigns. Wishlist Pro integrates with Shopify-native flows and Shopify Flow, but does not list the same breadth of third-party marketing integrations. Merchants relying heavily on marketing automation platforms will save time with Swish’s integration set.

Q: Which app is better for B2B or wholesale ordering workflows? A: Wishlist Pro includes B2B order forms and CSV import features on its Plus plan, enabling one-click reorder from spreadsheets and distributor workflows. Swish can be customised for enterprise use (especially on Plus/headless), but Wishlist Pro provides B2B primitives out of the box.

Q: Is the unified platform approach better than specialised apps? A: A unified platform reduces integration overhead, consolidates reporting, and allows wishlist signals to activate loyalty or referral programs without wiring multiple apps. For merchants planning to run loyalty, referrals, and review programs alongside wishlist features, an integrated suite typically provides faster time-to-value and less maintenance. For merchants with narrow, well-defined needs or constrained budgets, a specialised app can be the right first step.

Q: How should merchants evaluate whether to migrate wishlist data to a new system? A: Before migrating, confirm that the current app supports wishlist data export (CSV or API). Map the data fields (customer ID, product ID, list name, timestamps) to the target platform. Test a small import and validate that triggered campaigns and reward logic behave as expected. If moving to a consolidated retention platform, consider how wishlist activity should map to loyalty points, email triggers, and review requests.