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

Introduction

Choosing the right applications for a Shopify store can significantly influence operational efficiency, customer engagement, and ultimately, revenue. However, navigating the vast array of single-purpose apps often leads to a complex decision-making process. Merchants seek solutions that not only fulfill specific needs, like wishlists, but also integrate seamlessly and contribute to a cohesive customer experience without adding unnecessary overhead.

Short answer: Swish (formerly Wishlist King) stands out for its comprehensive feature set, robust analytics, and dedicated setup services, making it suitable for growing brands prioritizing deep integration and support. Wishlist Pro ‑ Pasilobus, conversely, offers a flexible, cost-effective solution with unique B2B features like spreadsheet imports and multi-list capabilities, appealing to stores needing versatile list functionalities, including B2B order forms. For merchants looking to streamline their technology stack, integrated platforms offer a singular solution to many challenges.

This detailed post aims to provide an objective, feature-by-feature comparison of Swish (formerly Wishlist King) and Wishlist Pro ‑ Pasilobus. The goal is to equip merchants with the insights needed to make an informed decision, aligning their choice with their store’s specific requirements, budget, and long-term growth objectives.

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

Deep Dive Comparison

When selecting a wishlist application for a Shopify store, a detailed examination of each contender's capabilities, cost structure, and strategic fit is essential. Both Swish (formerly Wishlist King) and Wishlist Pro ‑ Pasilobus aim to enhance the customer shopping journey, but they approach this goal with distinct feature sets and target audiences.

Core Features and Workflows

Swish (formerly Wishlist King)

Swish positions itself as a comprehensive wishlist solution designed to drive customer engagement and conversion. Its primary focus is on the B2C customer journey, allowing shoppers to save desired products and prompting them to complete purchases at opportune moments.

Key features include:

• Customer Wishlisting: Shoppers can add items to wishlists at any point during their browsing.
• Automated Notifications: The app supports highly personalized and automated notifications based on wishlist activity, which can be crucial for re-engaging interested buyers. These could include price drop alerts or low stock reminders.
• Advanced Analytics and Curation: Merchants can gain insights into customer preferences and popular wishlist items, which can inform marketing strategies and inventory management. This curation functionality suggests active management of wishlist data for business intelligence.
• Unlimited Wishlists & Saved Items: Across all paid plans, Swish offers unlimited capacity, ensuring scalability as a store and its customer base grow.
• Unlimited Sessions: This ensures that the app can handle high traffic volumes without performance degradation or additional costs.

Swish excels at providing a dedicated, feature-rich wishlist experience primarily for B2C models. Its strength lies in its ability to follow up on customer intent with targeted communications, turning saved items into sales.

Wishlist Pro ‑ Pasilobus

Wishlist Pro offers a broader scope of list management functionalities, extending beyond traditional wishlists to cater to diverse shopping behaviors and business models, including B2B.

Key features include:

• Multiple List Types: Beyond standard wishlists, it enables "Save for later" functionalities within the shopping cart, providing a flexible way for customers to manage their purchase intent without commitment.
• Unlimited Lists per Customer: For Advanced and Plus plans, customers can create multiple distinct lists, useful for different occasions, projects, or recipients.
• One-Click Reordering: This feature allows customers to reorder an entire list with a single click, which is highly beneficial for repeat purchases and convenience, especially in subscription or recurring order scenarios.
• B2B Order Forms and Spreadsheet Imports: A significant differentiator, this capability allows B2B customers or distributors to upload CSV files to create wishlists or order forms, streamlining bulk or complex orders. This drastically reduces manual effort for businesses managing large procurement lists.
• Sharing Capabilities: Customers can share their lists and registries via email and social media, fostering social shopping experiences and potentially driving new traffic to the store.
• Quick Add to Cart from Lists: Available in higher tiers, this streamlines the conversion process from a saved list to a purchase.

Wishlist Pro’s versatility makes it a strong contender for stores with varied customer needs, particularly those operating in hybrid B2C/B2B environments or those that benefit from extensive list management beyond a simple "save item" function.

Feature Comparison Summary

• B2C Engagement: Both apps facilitate B2C engagement. Swish focuses on automated notifications and analytics to drive conversion from wishlists. Wishlist Pro offers social sharing and "save for later" in addition to standard wishlists.
• B2B Focus: Wishlist Pro has a clear advantage with its explicit B2B order forms and spreadsheet import capabilities, which Swish does not specify in its description. This makes Wishlist Pro a more suitable choice for hybrid or purely B2B Shopify stores.
• List Flexibility: Wishlist Pro’s allowance for unlimited lists per customer and different list types (e.g., registries, save for later) offers greater flexibility compared to Swish’s singular focus on wishlists.
• Conversion Tools: Swish emphasizes automated notifications as a conversion driver. Wishlist Pro highlights one-click reordering and quick add-to-cart features.

Customization and Control

The ability to seamlessly integrate a wishlist solution into a store's existing aesthetic and workflow is paramount for maintaining brand consistency and a smooth user experience.

Swish (formerly Wishlist King)

Swish places a high emphasis on customization and aesthetic integration.

• Full Customization: The app is described as "fully customisable," suggesting extensive options for matching the wishlist interface with the store's design language, including fonts, colors, and layout.
• Theme Integration: It "integrates with all themes to seamlessly match your stores aesthetic," indicating broad compatibility and a commitment to a native look and feel without requiring complex coding.
• Free Setup & Customization Service: A significant differentiator, Swish offers an entirely free setup and customization service across all plans. This feature alleviates the technical burden for merchants, ensuring the wishlist looks and functions perfectly from day one. This level of white-glove service is particularly valuable for merchants who may lack technical resources or prefer a hands-off approach to implementation. For stores seeking a clearer view of total retention-stack costs, this service can be a significant benefit.

Wishlist Pro ‑ Pasilobus

Wishlist Pro also states its commitment to seamless integration.

• Seamless Theme Integration: The app "seamlessly integrates with your Shopify theme. Get going in less than 5 mins." This suggests a straightforward, quick installation process that is designed to blend well with the store's design without extensive manual configuration.
• Translations: The Advanced and Plus plans include translation capabilities, which is crucial for international stores aiming to provide a localized experience for their diverse customer base.

Customization Summary

While both apps aim for seamless theme integration, Swish's explicit "free setup and customisation service" provides a distinct advantage for merchants who prioritize expert implementation and a perfectly tailored appearance without additional cost or effort. Wishlist Pro's emphasis on quick setup and translation features caters to stores needing efficiency and multi-language support.

Pricing Structure and Value for Money

Understanding the pricing models and what features are included at each tier is critical for evaluating the long-term value of a Shopify app.

Swish (formerly Wishlist King)

Swish's pricing structure is tiered based on the merchant's Shopify plan, ensuring that features scale with the store's platform capabilities. This approach aligns the app's cost with the merchant's overall Shopify investment.

• Basic Shopify Plan ($19 / month): Includes all features available to Swish users, free setup and onboarding, unlimited wishlists & saved items, and unlimited sessions.
• Shopify Plan ($29 / month): Same comprehensive feature set as the Basic Shopify plan, but for stores on the standard Shopify plan.
• Advanced Shopify Plan ($49 / month): Offers the full feature set for stores utilizing the Advanced Shopify plan.
• Shopify Plus Plan ($99 / month): This premium tier provides additional benefits tailored for enterprise-level stores, including free white-glove onboarding, priority support, a dedicated account manager, and support for Hydrogen & headless stacks. This specific support for capabilities designed for Shopify Plus scaling needs highlights its readiness for high-growth operations.

Swish's model provides all core features across its main plans, with enhanced support and specialized features reserved for Shopify Plus merchants. This straightforward approach allows merchants to easily choose a plan based on their Shopify subscription, offering a consistent feature experience regardless of tier, beyond Plus exclusives. Merchants evaluating feature coverage across plans will find transparency with Swish.

Wishlist Pro ‑ Pasilobus

Wishlist Pro offers a more traditional feature-gated pricing model, including a free tier, making it accessible for stores with varying budget constraints.

• Free Plan (Free): Includes unlimited list items, a single list per customer, and sharing capabilities. This is an excellent entry point for new or small stores that need basic wishlist functionality.
• Advanced Plan ($14.99 / month): Builds on the Free plan, offering unlimited lists for customers, quick add to cart from lists, and translations. This tier unlocks significant flexibility for customer list management.
• Plus Plan ($49.99 / month): Encompasses all features in the Advanced plan, adding B2B order forms for customers, customer spreadsheet import, and reports. This tier clearly targets stores with B2B requirements.

Pricing Summary

• Entry Point: Wishlist Pro offers a free plan, which Swish does not, making it more attractive for budget-conscious startups or stores needing only basic features.
• Feature Gating: Wishlist Pro gates more advanced features (like unlimited lists, B2B tools, and reports) behind its paid tiers. Swish provides all core features across its main paid plans, with Plus-specific benefits for enterprise users.
• Scalability: Swish's Shopify plan-based pricing ensures features are consistent for a given platform tier, and its Plus plan is designed for enterprise needs. Wishlist Pro's Plus plan introduces robust B2B capabilities, making it highly scalable for merchants with wholesale or bulk ordering requirements.
• Value Proposition: For merchants prioritizing hands-on support and deep B2C engagement, Swish's integrated setup service and comprehensive features offer strong value. For those needing versatile list types, B2B functionality, or a free starting option, Wishlist Pro provides compelling value. When considering comparing plan fit against retention goals, merchants must weigh these differing value propositions.

Integrations and “Works With” Fit

The ecosystem an app operates within is crucial for data flow, automation, and overall operational efficiency. Integrations determine how well the wishlist solution plays with other tools in a merchant's tech stack.

Swish (formerly Wishlist King)

Swish boasts a robust set of integrations that align with modern e-commerce practices, particularly in marketing and analytics.

• Native Shopify Integrations: It works with Checkout, Customer Accounts, Search, and Recommendations, ensuring a deep connection within the core Shopify experience.
• Marketing & Analytics Integrations: Crucially, Swish integrates with Klaviyo, GA4 (Google Analytics 4), and Meta (Facebook). These integrations are invaluable for:
  • Klaviyo: Enabling highly segmented email campaigns based on wishlist activity (e.g., abandoned wishlist reminders, price drop alerts, back-in-stock notifications).
  • GA4: Providing enhanced e-commerce event tracking for wishlist interactions, allowing for deeper analytics on customer behavior.
  • Meta: Facilitating retargeting campaigns to customers who have wishlisted items, potentially driving higher conversion rates through personalized ads.
• Headless Commerce: For Shopify Plus merchants, Swish supports Hydrogen & headless stacks, which is vital for brands operating custom storefronts and requiring flexible front-end development.

Wishlist Pro ‑ Pasilobus

Wishlist Pro focuses on core Shopify integrations and leveraging Shopify's automation capabilities.

• Native Shopify Integrations: It works with Checkout and Customer accounts, ensuring fundamental compatibility within the Shopify ecosystem.
• Shopify Flow: The integration with Shopify Flow is a powerful advantage, enabling merchants to create custom automation workflows based on wishlist events. For example, when a customer creates a specific type of list or shares a registry, Shopify Flow could trigger internal notifications, tag customers, or initiate marketing sequences.

Integration Summary

• Marketing Automation: Swish offers direct integrations with major marketing platforms like Klaviyo and Meta, along with GA4 for analytics, which provides extensive capabilities for data-driven marketing and personalization.
• Workflow Automation: Wishlist Pro's integration with Shopify Flow offers powerful custom automation potential within the Shopify ecosystem, allowing merchants to build tailored responses to wishlist actions without needing direct integrations with external marketing platforms for every scenario.
• Headless Support: Swish's explicit support for Hydrogen and headless stacks makes it a more suitable choice for Shopify Plus stores that have invested in custom front-end development.

Merchants need to assess their existing tech stack and future automation goals when considering the integration capabilities. If sophisticated marketing automation and analytics through platforms like Klaviyo are primary, Swish may be a better fit. If leveraging Shopify Flow for internal processes and custom workflows is key, Wishlist Pro might align more closely.

Analytics and Reporting

Understanding customer preferences and behavior related to wishlists is crucial for informed business decisions, from inventory management to personalized marketing.

Swish (formerly Wishlist King)

Swish directly highlights its capabilities in this area.

• Advanced Analytics and Wishlist Curation: The description states, "Gain meaningful insights with advanced analytics and wishlist curation." This implies that Swish provides dashboards or reports that help merchants understand popular wishlisted items, customer segments, and perhaps even conversion rates from wishlists. The "curation" aspect suggests tools for analyzing and acting upon this data.
• GA4 Integration: Its integration with Google Analytics 4 further enhances reporting capabilities, allowing merchants to track wishlist events within their broader analytics framework, correlating wishlist activity with other on-site behaviors and conversion funnels.

Wishlist Pro ‑ Pasilobus

Wishlist Pro also emphasizes insights, with specific reporting available at higher tiers.

• Harness Insights: The app aims to "Harness insights into customer preferences for fine-tuned marketing and inventory strategies." This indicates a fundamental goal of providing actionable data to merchants.
• Reports (Plus Plan): The Plus plan explicitly includes "Reports," suggesting dedicated reporting features available at the highest tier. While the specifics of these reports are not detailed, they are likely to cover wishlist usage, popular items, and potentially B2B order form data.

Analytics Summary

Swish's description suggests more integrated and potentially more granular analytics directly related to wishlist activity and its impact on the customer journey, especially when combined with its GA4 integration. Wishlist Pro offers reports, particularly for its Plus plan, which would be crucial for B2B operations. The choice depends on whether a merchant needs deep B2C-focused insights integrated with marketing platforms or specific reporting related to its B2B order forms and multiple lists.

Customer Support Expectations and Reliability Cues

The quality of customer support and the overall reliability of an app are paramount for minimizing operational disruptions and ensuring a smooth experience. Review counts and ratings provide initial signals of user satisfaction and app stability.

Swish (formerly Wishlist King)

• Review Volume & Rating: With 272 reviews and a perfect 5-star rating, Swish demonstrates a strong track record of customer satisfaction and reliability. A high volume of positive reviews indicates consistent performance and effective support over time.
• Dedicated Support and Onboarding: Swish offers "Free setup and onboarding" across all plans. For Shopify Plus merchants, this escalates to "free white glove onboarding," "priority support," and a "dedicated account manager." This tiered support structure suggests a commitment to providing high-touch service, particularly for larger or more complex operations. This kind of hands-on support can be essential for supporting advanced storefront and checkout requirements.

Wishlist Pro ‑ Pasilobus

• Review Volume & Rating: With 1 review and a 5-star rating, Wishlist Pro is a newer entrant or has a smaller user base. While the rating is perfect, the limited number of reviews makes it challenging to gauge long-term reliability and broad user experience. More reviews would provide a stronger signal of consistent performance across different store setups.

Support & Reliability Summary

Swish clearly demonstrates a higher level of proven reliability and dedicated customer support, backed by a substantial volume of positive reviews and explicit service offerings for higher-tier customers. This makes it a safer bet for merchants who value established performance and comprehensive support. Wishlist Pro, while promising, would require merchants to exercise more due diligence due to its nascent review profile. For merchants checking merchant feedback and app-store performance signals, the review count is a significant indicator.

Performance, Compatibility, and Operational Overhead

An app's impact on store performance, its compatibility with various themes and platforms, and the ongoing operational overhead it introduces are critical considerations for sustainable growth.

Swish (formerly Wishlist King)

• Theme Compatibility: Swish "integrates with all themes," suggesting broad compatibility without needing custom coding for most standard Shopify themes.
• Headless Commerce Support: For Shopify Plus stores, Swish explicitly supports "Hydrogen & headless stacks." This is a significant advantage for modern, high-performance storefronts built on headless architectures, ensuring the wishlist functionality works seamlessly with decoupled front-ends. This aligns with retention tooling suited for Plus governance needs.
• Managed Setup: The "free setup & customisation service" significantly reduces the initial operational overhead for merchants, ensuring correct implementation and minimizing potential conflicts.
• Ongoing Maintenance: While not explicitly detailed, the high review rating and dedicated support for Plus suggest a stable and well-maintained application, likely requiring minimal ongoing intervention from the merchant beyond utilizing its features.

Wishlist Pro ‑ Pasilobus

• Quick Setup: Wishlist Pro emphasizes a fast installation, claiming "Get going in less than 5 mins." This suggests a lightweight integration that aims for minimal disruption.
• Theme Integration: It "seamlessly integrates with your Shopify theme," which is standard for most well-built Shopify apps, aiming for a consistent user experience.
• Operational Overhead: With its straightforward setup and focused functionality, the operational overhead for Wishlist Pro should be relatively low for basic use cases. For B2B features like spreadsheet imports, there would be operational overhead in managing the data import process, but the app simplifies the execution of these B2B workflows.

Performance & Overhead Summary

Swish provides robust assurances regarding theme compatibility and offers specialized support for advanced architectures like headless commerce, which is crucial for high-scaling businesses. Its managed setup service reduces initial effort. Wishlist Pro's emphasis on quick setup and B2B-specific features means it also aims for efficiency, particularly in its target niche. Both apps appear designed to minimize performance impact, though specific metrics are not provided. The choice hinges on the store's specific technical requirements, especially if operating a headless storefront or requiring complex B2B workflow support.

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

Merchants often find themselves juggling multiple single-purpose apps, each designed to solve one specific problem. This proliferation of tools, commonly known as “app fatigue,” leads to several challenges: fragmented customer data across disparate systems, inconsistent customer experiences due to varying app interfaces, increased integration overhead, and a mounting stack of recurring costs. The cumulative effect can hinder a store’s ability to build cohesive, long-term customer relationships and execute effective retention strategies.

This is where the "More Growth, Less Stack" philosophy offered by an integrated retention platform becomes a compelling alternative. Instead of piecing together solutions for loyalty, reviews, referrals, and wishlists from different vendors, a unified platform consolidates these critical functions into a single system. This approach simplifies operations, provides a holistic view of customer data, and ensures a consistent brand experience across all touchpoints. For growing Shopify stores, this means a more streamlined approach to driving sustainable engagement and repeat purchases. If consolidating tools is a priority, start by selecting plans that reduce stacked tooling costs.

An integrated platform like Growave directly addresses these challenges by offering a comprehensive suite of tools designed to work together seamlessly. For example, rather than managing a separate wishlist app, a loyalty program app, and a reviews app, a single platform can tie these functionalities together. Imagine a customer adding an item to their wishlist, then receiving loyalty points for engaging with your brand, and later being prompted to leave a review after purchase – all managed from one dashboard. This holistic approach empowers merchants to implement reward mechanics that support customer lifetime value and reduce reliance on fragmented solutions.

By centralizing these functions, merchants can gain a clearer understanding of customer behavior, allowing for more personalized and effective retention efforts. For instance, data from a customer's wishlist can inform targeted loyalty campaigns, while positive reviews can be leveraged across marketing channels to build trust and social proof. The platform provides tools for collecting and showcasing authentic customer reviews, which naturally complements loyalty efforts. This not only reduces the complexity of managing multiple subscriptions and integrations but also ensures that all customer interactions contribute to a unified retention strategy. This approach offers a more efficient path to growth for merchants navigating a complex app ecosystem, providing a clearer view of total retention-stack costs by bundling essential features. Merchants aiming for features aligned with enterprise retention requirements often find this integrated strategy to be a strong fit. Furthermore, seeing practical retention playbooks from growing storefronts often highlights the benefits of a consolidated approach.

Implementing a platform that offers loyalty points and rewards designed to lift repeat purchases alongside a robust wishlist feature minimizes the technical debt associated with app sprawl. Merchants can focus on their business instead of troubleshooting integration issues. Moreover, the ability to implement social proof that supports conversion and AOV through integrated reviews ensures that these elements work in concert, rather than as isolated tools. For enterprise-level stores, capabilities like supporting advanced storefront and checkout requirements from a single vendor simplifies their operational landscape.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Wishlist Pro ‑ Pasilobus, the decision comes down to a careful evaluation of their specific business model, budget, and desired feature set. Swish emerges as a strong contender for B2C-focused brands that prioritize deep customization, advanced analytics for wishlist curation, and a hands-on setup service. Its robust integration with marketing platforms like Klaviyo and its support for headless commerce on Shopify Plus make it suitable for scaling businesses with mature marketing strategies.

Wishlist Pro ‑ Pasilobus, on the other hand, offers a highly versatile list management solution, particularly for stores with B2B components or those that benefit from multi-list functionality, spreadsheet imports, and one-click reordering. Its free tier provides an accessible entry point, and its Shopify Flow integration offers powerful automation capabilities. While its review volume is still nascent, its unique B2B features address a distinct market need. Both apps can enhance customer engagement and drive conversions, but through different strategic approaches.

However, as businesses grow, the strategic advantage shifts towards integrated platforms that consolidate multiple retention functionalities. While specialized apps like Swish and Wishlist Pro excel in their niche, they can contribute to app fatigue, fragmented data, and increased operational complexity. An all-in-one platform offers a cohesive customer journey, reducing overhead and providing a unified strategy for loyalty, reviews, referrals, and wishlists. This approach not only streamlines operations but also provides a more holistic view of customer engagement, ultimately fostering greater customer lifetime value. For businesses considering a pricing structure that scales as order volume grows across their entire retention stack, an integrated platform is often a more efficient and cost-effective choice. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

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

An all-in-one platform integrates multiple e-commerce functionalities, such as loyalty programs, customer reviews, referrals, and wishlists, into a single solution. This contrasts with specialized apps that focus on one specific feature. The key benefits of an all-in-one platform include unified customer data, consistent user experience, reduced integration overhead, and often a lower total cost of ownership compared to stacking multiple single-function apps. Specialized apps might offer deeper functionality in their specific niche, but an integrated platform provides a cohesive strategy for customer retention.

Which app is better for B2B vs. B2C stores?

Swish (formerly Wishlist King) is primarily designed for B2C stores, focusing on driving individual customer engagement and conversion through personalized wishlist notifications and analytics. Wishlist Pro ‑ Pasilobus, however, is explicitly tailored for both B2C and B2B markets. Its unique features like B2B order forms, customer spreadsheet imports, and the ability for customers to manage unlimited lists make it a much stronger choice for hybrid or purely B2B Shopify stores needing efficient bulk ordering and list management capabilities.

Is free setup and customization truly free?

For Swish (formerly Wishlist King), the description explicitly states "entirely free setup and customisation service across all plans." This indicates that merchants will not incur additional charges for the initial configuration and aesthetic matching of the wishlist app to their store. This service can provide significant value by saving time and ensuring a professional integration without the need for technical expertise or hiring external developers for the setup phase.

What considerations are important for Shopify Plus stores?

For Shopify Plus stores, crucial considerations include an app's ability to handle high traffic and order volumes, compatibility with advanced storefront technologies like Hydrogen and headless stacks, and the availability of priority support or a dedicated account manager. Swish addresses these needs with its dedicated Shopify Plus plan, offering specific support for headless architectures and enhanced customer service. Wishlist Pro also has a Plus plan, but its primary distinction is B2B features rather data-mce-fragment="1" than explicit headless support. For Plus merchants, evaluating an approach that fits high-growth operational complexity is paramount.