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

Introduction

Choosing the right wishlist solution is one of the small-but-critical decisions that affects conversion, retention, and the customer experience on a Shopify store. Many merchants default to single-purpose apps because they look simple and inexpensive, but the downstream costs — duplicated integrations, theme tweaks, and long-term maintenance — can add up.

Short answer: Swish (formerly Wishlist King) is a strong choice for merchants that want a polished, fully supported wishlist with advanced analytics and onboarding; Wishlist Pro ‑ Pasilobus is a good fit for stores that need flexible list management and B2B-friendly features at a lower entry price. For merchants who want to cut tool sprawl and combine wishlist functionality with loyalty, reviews, and referrals, an integrated solution like Growave often delivers better value for money.

This article aims to provide a thorough, feature-by-feature comparison of Swish (formerly Wishlist King) and Wishlist Pro ‑ Pasilobus so merchants can pick the right tool for their needs. The comparison covers core features, pricing and value, integrations, setup and support, merchant use cases, and migration considerations. After the direct comparison, the article explains why some merchants prefer an all-in-one retention platform and how that alternative compares to standalone wishlist apps.

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

Deep Dive Comparison

Feature Set

A wishlist app’s real value comes from how it captures intent, helps visitors come back, and feeds useful signals into marketing and inventory systems. Below is a focused look at how each app delivers on those outcomes.

Wishlist Behavior and Shopper UX

Swish places emphasis on a polished shopper experience. The UI is designed to integrate seamlessly with most themes, and the vendor highlights free setup and customization across plans to ensure the wishlist matches the store brand and flow. Key shopper-side features include persistent wishlists across sessions and automated, personalised notifications to encourage purchase when an item is back in stock or on sale.

Wishlist Pro focuses on flexible list management. Customers can manage multiple lists (with paid tiers), share lists, and use "Save for later" on the cart. The app supports quick add-to-cart from lists, which reduces friction when moving intent into transactions.

What this means for merchants:

• Swish favors a branded, frictionless UX that is consistent across devices and themes, with emphasis on lifecycle notifications.
• Wishlist Pro is more utilitarian and feature-rich for list manipulation (great for registries, gift lists, or wholesale reorder flows), but merchants should verify how the UI will look with their specific theme.

List Management, B2B Tools & Order Forms

Wishlist Pro explicitly targets both B2C and B2B scenarios: unlimited list items, CSV wishlist uploads, and one-click reordering of entire lists are built into paid tiers. That makes it practical for distributors, reorders, or stores that sell via lists or registries. The Plus tier adds B2B order forms and reporting.

Swish focuses on wishlists as an engagement tool rather than a B2B ordering channel. It supports unlimited wishlists and saved items, but its value is more in the curated wishlist experience and notifications rather than bulk reordering or CSV-driven order creation.

Implication:

• Choose Wishlist Pro if lists will be used as actionable order forms or for accounts that rely on CSV-driven workflows.
• Choose Swish if the priority is consumer wishlists that feed marketing and retargeting efforts.

Notifications, Automations & Lifecycle Messaging

Swish calls out highly personalised and automated wishlist notifications and offers built-in integrations with Klaviyo, GA4, and Meta. This capability helps turn saved items into buyers by using time- and event-based triggers, like price drops or restocks. Swish’s emphasis on automation and analytics suggests a strategy of using wishlist data as a revenue signal in the wider marketing stack.

Wishlist Pro has sharing and quick-add features but does not advertise the same depth of automated lifecycle messaging or marketing platform integrations. Merchants can implement some notifications using Shopify flows or third-party integrations, but this may require additional work.

Implication:

• Merchants focused on converting wishlist intent via automated, personalised email or ad flows will find Swish more immediately useful.
• Merchants comfortable building custom flows and who prioritize list management over lifecycle marketing may be fine with Wishlist Pro.

Analytics and Wishlist Insights

Swish highlights “advanced analytics and wishlist curation,” which helps merchants understand what customers save and where intent clusters. These insights can inform assortment, promotions, and inventory planning. Built-in integrations with analytics platforms reduce the need for manual exports.

Wishlist Pro’s Plus plan includes reports, but its analytics emphasis is more modest. The app’s strengths are practical list management and exports (CSV), which can be used to create reports externally.

Implication:

• Choose Swish to get faster, integrated insights with less manual work.
• Choose Wishlist Pro if simple exports and basic reports are sufficient.

Customization, Theme Compatibility, and Headless Support

Swish promotes compatibility with all themes, free setup and customisation, and specific support for Hydrogen and headless stacks on its Plus plan. For brands running headless storefronts or custom front-end experiences, this is a significant capability.

Wishlist Pro claims theme integration and "get going in less than 5 mins," which suggests an easy drop-in solution. There’s no explicit mention of headless or Hydrogen support, so merchants using modern headless tech should validate compatibility.

Implication:

• Swish is better suited for merchants with complex or headless setups, or those who want guaranteed customization support.
• Wishlist Pro is attractive for merchants wanting a quick, standard integration with common themes.

Pricing & Value

Price is more than dollar figures; it’s about the return on investment, the cost of ownership (including setup and maintenance), and how much time is saved via integrations and support.

Swish Pricing Snapshot:

• Basic Shopify: $19/month — All features, free setup, unlimited wishlists
• Shopify: $29/month — Same inclusions
• Advanced Shopify: $49/month
• Shopify Plus: $99/month — Adds white-glove onboarding, priority support, dedicated account manager, Hydrogen & headless support

Wishlist Pro Pricing Snapshot:

• Free: Unlimited list items, single list per customer, sharing
• Advanced: $14.99/month — Unlimited lists, quick add-to-cart, translations
• Plus: $49.99/month — B2B order forms, spreadsheet import, reports

Assessing value for money:

• Wishlist Pro’s Free tier is attractive for small shops that want a basic wishlist without recurring cost. The Advanced tier is competitively priced for multi-list needs. The Plus tier ($49.99) introduces B2B functionalities that can replace some manual B2B processes.
• Swish’s pricing is slightly higher on equivalent tiers, but the higher cost includes free setup and stronger support guarantees—important for merchants who value time and brand polish. For Plus merchants, the $99 plan adds enterprise-level services that can reduce in-house development time.

How to evaluate which is better value:

• If the wishlist is a tactical feature and the store has internal resources to manage integrations and custom flows, Wishlist Pro likely provides better upfront value for cost-sensitive merchants.
• If the wishlists will be a core part of marketing, acquisition, and lifecycle automation — and the merchant wants the vendor to handle setup and integrations — Swish provides better value for money by bundling support, analytics, and integrations.

Integrations & Technical Compatibility

Integrations determine whether wishlist signals can be used effectively across email, ads, analytics, and CRM.

Swish Integrations:

• Explicitly lists Klaviyo, GA4, Meta
• Works with Checkout, Hydrogen, Markets, Customer Accounts, Search, Recommendations

Wishlist Pro Integrations:

• Works With Checkout, Customer accounts, Shopify Flow
• CSV import/export supports integration to offline or external systems

Interpretation:

• Swish has broader native marketing and analytics integrations, making it faster to turn wishlist data into campaigns and ad audiences.
• Wishlist Pro integrates well with the Shopify ecosystem and allows CSV-based workflows, which is flexible but often more manual.

Support, Onboarding & Implementation

Support expectations drive total time-to-value.

Swish:

• Emphasizes “entirely free setup and customisation service across all plans.”
• Shopify Plus plan adds white-glove onboarding and a dedicated account manager.
• This reduces the need for developers and often shortens the path from install to active use.

Wishlist Pro:

• Promises quick setup ("get going in less than 5 mins") and straightforward theme compatibility.
• The app’s smaller review footprint means fewer public signals about support responsiveness. Merchants may need to rely on in-app support or documentation.

What merchants should expect:

• Swish will likely require less merchant time for launch and theme matching, and offers a clear upgrade path for enterprise merchants.
• Wishlist Pro can be faster for basic launches but may require merchant effort to customize flows, reporting, or advanced integrations.

Security, Privacy & Data Ownership

Both apps operate within Shopify’s app model and are subject to app store review and merchant permissions. Best practices for wishlist apps include ensuring customer data handling complies with regional privacy laws and offering mechanisms to export customer lists.

Merchants should verify:

• How each app stores wishlist data (Shopify metafields vs external DB)
• Data export options for moving off the app if required
• Compliance with GDPR/CCPA and access controls for customer accounts

Because Swish emphasizes enterprise and headless support, merchants should expect clearer documentation and contractual options around data handling, especially at the Plus level.

Scalability & Enterprise Readiness

Swish invests in services and features targeted at merchants with growing scale — analytics, integrations, and headless storefronts are all indicators of enterprise readiness. The dedicated onboarding and account manager on Plus are critical differentiators for high-touch brands.

Wishlist Pro can scale in terms of list size and B2B workflows, but merchants whose wishlist data is a strategic signal for multi-channel campaigns will find Swish’s integrations and analytics more aligned with enterprise needs.

Use Cases & Merchant Profiles

Which app suits which merchant profile? The following profiles map feature fit to business needs.

• Merchants on a tight budget who want a basic wishlist or simple “save for later” capabilities: Wishlist Pro Free or Advanced.
• Small-to-midsize D2C brands that need polished branding, lifecycle notifications, and integrated analytics without dev time: Swish Basic/Shopify.
• Retailers that require reordering from lists, distributor CSV imports, or B2B order forms: Wishlist Pro Plus.
• High-growth brands, marketplaces, or headless storefronts that need white-glove onboarding and enterprise integrations: Swish Shopify Plus.
• Merchants that want one platform to handle wishlists, loyalty, referrals, and reviews to reduce multiple vendor lock-ins: Consider an integrated retention platform (see the Alternative section).

Pros & Cons Summary

Swish (formerly Wishlist King)

• Pros:
  • Strong onboarding and customisation support.
  • Built-in integrations (Klaviyo, GA4, Meta) and analytics.
  • Headless/Hydrogen support and Plus-level account management.
  • Unlimited wishlists and sessions.
• Cons:
  • Higher monthly pricing tiers relative to the lowest-cost alternatives.
  • Focused on wishlists (single-purpose), so merchants may still need separate apps for loyalty or reviews.

Wishlist Pro ‑ Pasilobus

• Pros:
  • Free tier for basic wishlist functionality.
  • B2B-oriented features (CSV import, order forms) in paid tiers.
  • Affordable mid-tier pricing for unlimited lists.
  • Quick theme integration and shareable lists.
• Cons:
  • Minimal public review footprint (1 review) limits signal on long-term reliability and support.
  • Fewer native lifecycle marketing integrations compared with Swish.
  • Less emphasis on analytics and headless support.

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

Merchants who install best-of-breed single-purpose apps often run into "app fatigue": a growing stack of vendor windows, repeated integration points, duplicate data flows, recurring fees, and increased maintenance. App fatigue doesn’t just increase monthly costs; it also raises operational friction, increases the chance of broken flows after theme updates, and makes a single change require coordination across multiple vendors.

An alternative approach is to consolidate retention and engagement tools into a single, integrated platform that handles wishlists, loyalty, referrals, reviews, and VIP segmentation. The “More Growth, Less Stack” philosophy is about reducing tool sprawl while preserving — and often improving — outcomes like retention, repeat purchases, and customer lifetime value.

Growave is positioned as such a platform. Rather than adding yet another single-purpose wishlist app, merchants can look to a unified solution that connects wishlist data to loyalty, reviews, and referral triggers. Consolidation offers clear operational benefits:

• Fewer redundant integrations with email platforms and analytics
• Centralized customer profiles that combine wishlist intent, purchase behavior, and review activity
• Cohesive loyalty campaigns that use wishlist signals to allocate points or trigger win-back flows

For merchants evaluating a consolidation move, here are practical comparisons to consider.

Wishlist + Loyalty: Turning Intent into Repeat Purchases

Standalone wishlists capture intent. The missing piece in many single-app setups is a frictionless way to convert that intent into loyalty-driven repeat purchases. With an integrated platform, wishlist triggers can be used to award points, set up VIP eligibility, or run referral promotions.

Retailers can evaluate the difference by exploring how an integrated solution ties wishlist behavior to rewards programs — for example, awarding points for adding items to a wishlist or emailing a special discount to VIP customers who have favorited a product. Merchants interested in combining wishlist and reward mechanics can review options to build loyalty and rewards that drive repeat purchases.

Wishlist + Reviews & UGC: Building Social Proof from Saved Items

Saved items often indicate strong purchase intent. When an integrated platform collects both wishlists and post-purchase reviews, merchants can shorten the path from intent to advocacy. For instance, a merchant can invite review requests to customers who saved then purchased an item, or highlight UGC for wishlist items on product and collection pages.

A centralized approach also simplifies moderation and syndication of reviews across marketing channels. Stores that want to collect and showcase authentic reviews without bolting on a separate reviews app reduce complexity and keep customer data unified.

Integration & Time-to-Value

An integrated platform reduces repeated work:

• One integration to email providers (e.g., Klaviyo, Omnisend) rather than separate wiring for each app.
• Consolidated analytics dashboards that present wishlists, loyalty uptake, and review velocity in a single place.
• Fewer theme edits and a single place to centralize UI customisation.

Merchants considering consolidation can evaluate an integrated platform’s pricing and migration path at the pricing page, and compare the friction of switching to running multiple single-purpose apps. See how the consolidation trade-offs look on the Growave pricing and plans and the Shopify App Store listing for direct install options: compare pricing and plans to consolidate retention features and consider installing from the Shopify App Store.

Book a personalized demo to see how an integrated retention stack accelerates growth. (This sentence is an actionable invitation to explore unified retention — merchants can schedule an evaluation using the demo link.)

How Growave Implements “More Growth, Less Stack”

Integrating wishlist with loyalty, referrals, reviews, and VIP tiers creates compounding benefits. Specific capabilities that merchants typically value include:

• Awarding points for actions (including wishlist interactions) and setting custom reward actions
• Triggering review requests and collecting UGC tied to wishlist-driven purchases
• Launching referral campaigns that reward advocates and link to customer segments built from wishlist behavior
• Enterprise features: checkout extensions, headless support, and custom reward actions for large merchants

Merchants wanting to explore solutions for Plus-level needs can review options for solutions for high-growth Plus brands and how consolidation reduces operational overhead. The pricing page provides a practical way to compare the cost of subscribing to multiple single-purpose apps versus an integrated suite: merchants can evaluate the total monthly cost and technical debt at the Growave pricing overview. For a deep look at how wishlist signals can be combined with programmatic loyalty tactics, see the section on loyalty and rewards that drive repeat purchases.

Real-World Operational Advantages

Operationally, using an integrated platform typically reduces:

• Total number of vendor logins and dashboards to monitor
• Number of support tickets across different vendors when flows break
• Time spent synchronizing customer segments between wishlist and loyalty systems

Merchants who want to review case studies and see how other brands have scaled retention with a smaller stack can review customer stories and examples on Growave’s website and the Shopify App Store listing.

How to Choose: Practical Evaluation Checklist

When deciding between Swish, Wishlist Pro, or an integrated platform, merchants should evaluate against these practical criteria:

• Is wishlist intent a strategic input to marketing automation and ad audiences?
• Does the store need B2B list-driven ordering or CSV imports for distributors?
• How much merchant time is available for setup and ongoing maintenance?
• Are headless storefronts or Hydrogen supported and needed?
• What is the acceptable monthly cost once all wishlist, loyalty, and review tools are considered?

If the answer favors deep marketing automation and enterprise support, Swish or an integrated platform are better fits. If B2B list processing at low cost is essential, Wishlist Pro’s Plus tier addresses that directly. If consolidation and operational simplicity are top priorities, evaluate the consolidated pricing and feature set against the combined costs of multiple single-purpose apps — see the Growave pricing page for a direct comparison.

Implementation & Migration Considerations

Switching wishlist apps or consolidating functions into a new platform should be treated as a small project. Below are the pragmatic steps and considerations to avoid downtime and data loss.

Data Export & Import

• Verify whether wishlists are stored in Shopify metafields or an external database. Export wishlist data before uninstalling any app.
• Wishlist Pro offers CSV imports/exports which can simplify migration for lists—useful when moving lists between systems or creating order forms.
• For Swish, request an export from support if the data is stored externally.

Theme Integration

• Confirm which theme files the app modifies and back up the theme.
• If the app supports auto-installation, confirm that customizations don’t conflict with other scripts (e.g., custom product builders or recommendations widgets).
• For headless or Hydrogen storefronts, verify API or SDK support. Swish advertises Hydrogen and headless stack compatibility; verify technical documentation before migration.

SEO & URLs

• If wishlists are shared publicly (e.g., registries with public URLs), ensure URL structures are preserved or that redirects are in place to avoid broken links.

Email & CRM Flows

• Document current flows that use wishlist data (price-drop alerts, back-in-stock, abandoned-wishlist emails).
• If migrating to an integrated platform, map workflows to the new system and identify where existing platforms (e.g., Klaviyo) need new triggers or events.

Testing & Launch

• Test the wishlist add/remove flows on desktop and mobile.
• Verify that sharing, CSV imports (if used), and quick add-to-cart actions work as expected.
• Monitor analytics and conversion rates closely in the first 30 days to validate the migration benefits.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Wishlist Pro ‑ Pasilobus, the decision comes down to priorities and scale: Swish is best for brands that want polished UX, advanced analytics, deeper marketing integrations, and enterprise-level onboarding; Wishlist Pro is best for merchants who need flexible list management, B2B CSV workflows, or a free entry point with straightforward functionality.

Beyond the immediate choice between these two apps, many merchants face the larger trade-off of maintaining multiple single-purpose apps versus consolidating retention tools into a single platform. An integrated option can reduce operational overhead, centralize customer data, and make it easier to turn wishlist signals into loyalty and repeat purchases. Merchants interested in evaluating consolidation can compare plans and pricing to determine the total cost and expected benefits of reducing tool sprawl; review consolidated options on the pricing and plans page and consider installing via the Shopify App Store listing.

If the current stack is widening and the goal is to increase lifetime value with fewer moving parts, start a 14-day free trial to see how a unified retention stack reduces tool sprawl and improves retention. (This is a direct invitation to test consolidation.)

FAQ

Q: Which app has more third-party integrations? A: Swish advertises direct integrations with Klaviyo, GA4, and Meta and supports Hydrogen/headless setups, which makes it stronger for marketing-driven workflows. Wishlist Pro integrates with Shopify Flow and focuses on CSV-driven workflows; merchants may need additional work to connect it to external marketing systems.

Q: Which option is better for B2B or wholesale ordering by lists? A: Wishlist Pro ‑ Pasilobus has native CSV wishlist uploads, one-click reordering for entire lists, and B2B order forms in its Plus plan, which makes it the more straightforward choice for distributor and wholesale ordering use cases.

Q: How does an all-in-one platform compare to specialized apps? A: An all-in-one platform trades single-purpose depth for cross-functional integration. Instead of stitching wishlist data into loyalty and review systems manually, an integrated platform centralizes signals and reduces maintenance. That consolidation often results in faster time-to-value and fewer integration points, especially for merchants focused on retention and lifetime value. Merchants can explore how wishlist signals combine with rewards and reviews to drive repeat purchases and social proof via loyalty and rewards that drive repeat purchases and collect and showcase authentic reviews.

Q: How should a merchant decide when to migrate from a single-purpose wishlist app to a consolidated platform? A: Consider migrating when any of the following apply: multiple apps are creating redundant integrations; wishlist data is required across loyalty, referral, or review flows; the merchant lacks the internal resources to maintain multiple vendor integrations; or the total monthly and operational costs of separate apps exceed the value of an integrated solution. For hands-on evaluation and to understand migration steps, merchants can review consolidation options on the pricing page and the app listing on the Shopify App Store.