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

Introduction

Choosing the right wishlist app for a Shopify store can feel surprisingly consequential. Wishlists are more than convenience features: when implemented well, they improve conversion timing, recover demand for out-of-stock items, and feed personalized marketing that increases repeat purchases. Many merchants must pick between focused, single-purpose tools and broader retention platforms that bundle wishlist functionality with loyalty, referrals, and reviews.

Short answer: Swish (formerly Wishlist King) is a strong choice for merchants who want a polished, enterprise-ready wishlist with deep integrations, free setup, and prioritized support for larger stores. Wishlist Wizard is a straightforward, low-cost option suitable for merchants who only need basic bookmarking and simple sharing features. For brands that want to reduce tool sprawl and drive higher lifetime value, a unified retention suite like Growave can deliver more value for money by combining wishlist capabilities with loyalty, referrals, reviews, and VIP tiers.

This post provides a feature-by-feature comparison of Swish and Wishlist Wizard to help merchants decide which app fits their needs. The analysis covers core functionality, pricing and perceived value, integrations, implementation, analytics, support, scalability, and recommended use cases. After the direct comparison, the post explains the trade-offs of single-purpose apps and outlines how an integrated alternative can reduce complexity while improving retention outcomes.

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

Deep Dive Comparison

Features

Core wishlist capabilities

Swish

• Persistent, account-linked wishlists and anonymous session saving.
• Unlimited wishlists and saved items across plans.
• Wishlist buttons that can be inserted throughout the shopping journey (product pages, collection pages, search results).
• Shareable lists and curated wishlist emails or push sequences.
• Designed to match store aesthetics across all themes.

Wishlist Wizard

• Customers can build lists of desired products and sync across devices.
• Simple share options via email or social networks.
• Unlimited products and customers per plan.
• Basic bookmarking for shoppers to return later.

Analysis: Swish offers a fuller set of wishlist features that support both logged-in experiences and anonymous shoppers, along with richer placement options. Wishlist Wizard covers the essentials for shoppers to save and share items, but lacks the deeper control, display options, and advanced notification automation that drive re-engagement and conversions.

Notifications, Recovery, and Back-in-Stock

Swish

• Automated wishlist reminders and personalized notifications that can be leveraged to drive conversion at optimal moments.
• Built-in integrations for Klaviyo and Meta allow wishlist events to be used in segmented campaigns and dynamic ads.
• Back-in-stock capability is available via integration and automation options depending on plan and store setup.

Wishlist Wizard

• Pro plan includes back-in-stock notifications.
• Sharing and syncing features enable social reminders.
• Notification capabilities appear more limited and likely rely on the app’s own flows rather than deep marketing automation.

Analysis: Swish emphasizes automation and integration into marketing stacks, which increases the potential to convert saved items into orders. Wishlist Wizard provides a basic back-in-stock function on its Pro plan, which is valuable for inventory recovery but is not paired with advanced segmentation and automated marketing.

Personalization and Advanced Analytics

Swish

• Advanced analytics and wishlist curation to identify popular products, top savers, and conversion triggers.
• Data is exportable and can feed customer segmentation in downstream tools.
• Integrations with GA4 improve cross-channel measurement and attribution.

Wishlist Wizard

• Core usage metrics are not prominently documented; priorities appear to be user convenience rather than deep analytics.
• Limited visibility into wishlist-driven revenue or funnel performance reduces the ability to optimize campaigns based on wishlist behavior.

Analysis: For merchants focused on turning wishlist data into measurable revenue uplift, Swish has the clearer analytic value. Wishlist Wizard’s limited analytics suit stores that only need simple UX features without a data-driven marketing push.

Customization and Design

Swish

• Free setup and customization service across plans ensures the wishlist UI matches the store’s look and feel.
• Theme compatibility across all themes is emphasized.
• Plus plan adds white-glove onboarding and support for Hydrogen and headless stacks.

Wishlist Wizard

• Simple UI designed for cross-device sync.
• Fewer customization details published; likely less design-intensive onboarding.

Analysis: Swish’s free setup is a strong differentiator for merchants that want a polished experience with minimal development effort. Marketplace themes and headless environments are explicitly supported by Swish’s higher tiers, which matters for stores with complex storefronts.

Pricing & Value

List of Plan Prices

Swish

• Basic Shopify: $19/month (includes all features, free setup)
• Shopify: $29/month
• Advanced Shopify: $49/month
• Shopify Plus: $99/month (white glove onboarding, priority support, dedicated account manager, Hydrogen & headless stacks)

Wishlist Wizard

• Standard Plan: $15/month (unlimited products/customers, back-in-stock: No)
• Pro Plan: $20/month (includes back-in-stock)
• No public advanced or enterprise tiers listed

Evaluating Value for Money

Swish

• Price points reflect a product positioned beyond minimal wishlists; free onboarding and integration parity grade it toward stores that value time-to-value and reliable integrations.
• The Plus plan’s higher cost is tied to enterprise features valuable to high-volume or headless merchants.

Wishlist Wizard

• Lower entry price is attractive for budget-conscious merchants that only need wishlist bookmarking.
• The Pro plan adds back-in-stock for a modest premium, which may be sufficient for merchants with simple inventory workflows.

Analysis: Swish presents better value for money for merchants who need integrations, onboarding, and analytics that support retention and conversion. Wishlist Wizard is the most cost-effective route for merchants who only want the wishlist UX and can live without deep reports and marketing platform integrations.

Integrations and Ecosystem Fit

Swish

• Publicly lists Klaviyo, GA4, Meta integrations, and compatibility with Checkout, Hydrogen, Markets, Customer Accounts, Search Recommendations.
• Promoted integrations allow wishlist events to directly inform abandoned cart flows, email segmentation, and ad targeting.

Wishlist Wizard

• Works across devices and supports sharing, but specific marketing platform or analytics integrations are undocumented or limited.
• May require custom work or additional apps to route wishlist events into email or ads.

Analysis: If wishlist activity needs to be part of the broader marketing automation program, Swish reduces engineering and configuration effort with out-of-the-box connectors. Wishlist Wizard will be sufficient for simple workflows, but merchants aiming to use wishlist signals in Klaviyo or GA4 should anticipate extra setup.

Setup, Implementation & Onboarding

Swish

• Free setup and customization across all plans; Plus plan offers white-glove onboarding and dedicated account management.
• Support for Hydrogen and headless implementations is listed, suggesting experience with modern storefronts.
• Extensive setup reduces developer time and risk of UX issues.

Wishlist Wizard

• Lightweight installation and simple configuration aimed at fast deployment.
• Less hands-on onboarding described, which may necessitate merchant-led setup for custom placements or theme matching.

Analysis: Swish is optimized for merchants that expect assistance and want a production-ready implementation. Wishlist Wizard targets DIY merchants who can accept a basic out-of-the-box experience.

Support & Reputation

Swish

• Significant social proof: 272 reviews and a 5-star rating on Shopify App Store.
• Paid plans include priority support and a dedicated account manager at higher tiers.
• Free setup suggests one-to-one support early in the relationship.

Wishlist Wizard

• One review and a 5-star rating. The limited number of reviews makes it harder to assess long-term reliability and responsiveness at scale.
• Support claims are minimal in public listing.

Analysis: Review counts matter. Swish’s 272 reviews provide much more confidence in reliability and ongoing support responsiveness than Wishlist Wizard’s single review. For stores that rely on vendor support during peak seasons or headless launches, that social proof is material.

Scalability & Enterprise Considerations

Swish

• Plans explicitly scale to Shopify Plus and headless storefronts, with Plus-tier features tailored to enterprise needs (dedicated manager, priority support).
• Unlimited wishlists and sessions remove caps that could affect growth.

Wishlist Wizard

• Pricing and feature tiers stop at modest levels; no clear enterprise pathway is published.
• For growing merchants, limitations around analytics and integrations could create friction and push them to add additional apps later.

Analysis: Swish is the safer bet for merchants planning to grow into more sophisticated storefront architectures. Wishlist Wizard is more likely to be a long-term fit only for small shops without advanced marketing needs.

Security, Data Ownership & Compliance

Neither app’s listing provides exhaustive public documentation about compliance certifications. Both operate within Shopify’s ecosystem and adhere to the platform’s standards for app access and data handling. Merchants should validate:

• How wishlist data is stored and exported.
• Whether customer consent and privacy flows are handled in preferred ways for marketing use.
• The process for deleting or migrating wishlist data if switching apps.

Analysis: Swish’s enterprise posture and integrations suggest a clearer path for exporting or using wishlist events responsibly; merchants should request specifics during onboarding. Wishlist Wizard users should ask about data export and retention guarantees before committing.

Pros and Cons Summary

Swish — Strengths

• Rich feature set tailored to conversion and retention.
• Free setup & customization across plans.
• Strong integration ecosystem (Klaviyo, GA4, Meta).
• Enterprise-ready Plus plan with headless support.
• Substantial social proof (272 reviews, 5-star rating).

Swish — Limitations

• Higher tiers for advanced features have higher price points.
• Merchants that only want basic bookmarking might overpay relative to needs.

Wishlist Wizard — Strengths

• Low entry cost and simple UX.
• Unlimited products and customers on both plans.
• Pro plan provides back-in-stock capability at $20/month.

Wishlist Wizard — Limitations

• Extremely limited public social proof (1 review).
• Less integrated with marketing tools and analytics.
• Fewer customization and onboarding services.

Use-Case Recommendations

• For brands that expect to use wishlist behavior in segmented email flows, dynamic ad targeting, and analytics-driven optimization: Swish is the more appropriate choice.
• For small shops with limited budgets that need a simple save-for-later experience and occasional back-in-stock alerts: Wishlist Wizard is a pragmatic, low-cost fit.
• For merchants who want to avoid adding multiple single-purpose apps and instead pursue a retention strategy that combines wishlist with loyalty, referrals, and reviews: consider a single integrated platform that reduces app sprawl.

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

What is app fatigue and why it matters

Merchants often start with one app to solve an immediate problem—wishlists, reviews, or loyalty—and then add another when new needs appear. Over time, a storefront can accumulate many narrowly focused apps that:

• Increase monthly costs and feature overlap.
• Create integration and data silos that make measurement and automation harder.
• Produce inconsistent customer experiences when each app has its own UI and behavior.
• Raise maintenance and performance risks as each app may inject scripts or require theme changes.

This "app fatigue" slows growth because teams spend more time managing tools than optimizing retention and customer lifetime value.

Growave’s "More Growth, Less Stack" approach

A consolidation strategy focuses on replacing multiple single-point solutions with one integrated platform that delivers consistent UX, centralized data, and coordinated automation. Growave's approach—More Growth, Less Stack—targets exactly this trade-off by combining wishlists with loyalty programs, referrals, reviews, and VIP tiers in one system.

Growave’s retention suite helps merchants consolidate retention features and avoid the cumulative complexity and cost of multiple standalone apps. For merchants evaluating whether to add yet another single-purpose tool, a unified platform is often the better value for money.

How an integrated platform changes outcomes

• Single source of truth for customer engagement: wishlist saves, referral events, earned points, and review submissions live in the same system, making segmentation and automations simpler.
• Coordinated incentives: reward points can be tied to wishlist activity, creating logical flows (e.g., a welcome reward for creating a wishlist or bonus points for converting saved items).
• Centralized analytics: measure lifetime value and retention impacts holistically rather than piecemeal.
• Simplified support and implementation: one vendor manages cross-feature dependencies and provides consolidated onboarding.

Growave feature set in context

• Loyalty and Rewards: Build bespoke loyalty programs and reward actions that drive repeat purchases. Merchants can use loyalty and rewards that drive repeat purchases to create multi-tier programs linked to wishlist interactions and purchases.
• Wishlist: Built-in wishlist functionality that integrates into the same data model as loyalty points and referrals—reducing the need for a separate wishlist app.
• Reviews & UGC: Collect and showcase authentic customer feedback with automated prompts and incentives to increase social proof. Merchants can easily collect and showcase authentic reviews across the storefront.
• Referrals and VIP tiers: Incentivize referrals and segment high-value repeat customers with VIP benefits that increase lifetime value.
• Shopify Plus & enterprise readiness: For high-growth merchants, Growave supports solutions for high-growth Plus brands with headless, multilingual, and extensive integration needs.
• Customer stories: See how other brands have streamlined tools and improved retention by reading customer stories from brands scaling retention.

Each of these modules is designed to work together, so wishlist behavior becomes an input into rewards, referrals, and review requests rather than living as an isolated event.

Practical benefits compared to a single-purpose wishlist

• Lower effective monthly spend: Consolidating several capabilities into one platform often results in lower total cost than paying multiple vendors.
• Faster time-to-value: Central onboarding and templates remove the friction of connecting separate apps together.
• Cleaner customer experience: Consistent UI components and coordinated communications improve brand perception and reduce friction during checkout and account interactions.
• Better measurement of LTV: Holistic reporting enables merchants to attribute loyalty and retention lift to specific program elements and iterate faster.

Integrations and ecosystem connections

Growave supports integrations with tools most merchants already use, which reduces the risk of having to keep single-purpose apps for missing connectors. Available integrations include major ESPs and platforms, enabling coordinated flows without stitching disparate data sources together.

Demonstration and evaluation

Growave offers both a public app listing and pricing information for merchants who want to compare costs and capabilities directly. The combination of app store presence and transparent pricing is designed to make evaluation straightforward for merchants comparing multiple vendors.

Book a personalized demo to see how an integrated stack improves retention.

When an all-in-one platform might not be right

• Extremely constrained budgets that only allow a minimal $10–$20 monthly tool and no scope for consolidation.
• Merchant requires a highly specialized wishlist feature not offered by combined platforms (rare, but possible for niche UX experiments).
• Technical teams ready to build custom wishlist logic and own all data flows internally, removing the need for 3rd-party feature sets.

Even in those cases, the long-term trade-offs around maintenance and cross-feature measurement should be considered.

Implementation Checklist: Choosing between a single-purpose app and an integrated platform

When evaluating Swish, Wishlist Wizard, or an alternative like Growave, use this checklist to guide the decision-making process:

• Desired outcome: Is the primary goal improving conversion timing, recovering out-of-stock demand, or increasing loyalty and LTV?
• Integration needs: Will wishlist events need to feed Klaviyo, GA4, Meta ads, or other marketing tools?
• Onboarding support: Is vendor-led setup or white-glove onboarding important to reduce developer time?
• Analytics: Does the team need robust wishlist-driven analytics to measure revenue impact?
• Scalability: Does the store plan to move to headless or Shopify Plus in the near future?
• Cost posture: Is the preference lowest monthly spend, or better value for money tied to broader retention features?
• Long-term tool strategy: Will adding multiple single-purpose apps create unacceptable complexity?

Answering these questions will point merchants to the right category: single-purpose lightweight tools, integrated suites, or a custom solution.

Migrating or Combining Apps: Practical Considerations

• Data export/import: Confirm how wishlist items and user associations can be exported from the current app and imported into a new platform.
• Customer experience continuity: Ensure saved items remain visible after migration to avoid customer frustration.
• Overlap handling: If adding a unified platform while running an existing wishlist app, plan a transition window to avoid duplicate widgets or conflicts.
• Script performance: Evaluate front-end impact; multiple apps can slow page load times, while a single integrated provider often reduces script overhead.
• Testing: Run A/B tests to compare conversion on product pages with the old vs. new wishlist to quantify improvements.

Pricing Comparison Snapshot

• Swish entry plan starts at $19/month with full feature access and free setup.
• Wishlist Wizard entry plan starts at $15/month with basic wishlist and no back-in-stock; Pro is $20/month and adds back-in-stock.
• Growave’s pricing begins with a free plan and entry tiers at $49/month; bundled functionality includes loyalty, reviews, referrals, and wishlist—positioned for merchants seeking consolidation and higher ROI from retention programs.

For many merchants, Growave’s entry pricing should be viewed through the lens of replacing several single-purpose apps and the associated total monthly spend. The effective monthly cost may be lower once wishlist, reviews, referrals, and loyalty are consolidated.

Support and Review Signals Revisited

• Swish’s 272 reviews with an average 5-star rating creates a strong signal of product-market fit and reliable support.
• Wishlist Wizard’s single review makes it difficult to benchmark long-term customer satisfaction or feature maturity.
• Growave has extensive social proof with over 1,197 reviews and a 4.8 rating, indicating broad adoption and maturity across retention features.

Review counts and support promises should factor into risk assessments for critical features that affect checkout and customer accounts.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Wishlist Wizard, the decision comes down to priorities:

• Choose Swish when the store needs a robust wishlist with strong integrations (Klaviyo, GA4, Meta), enterprise support, free onboarding, and headless/Plus readiness. Swish’s analytics and automation capabilities make it a better fit for brands that plan to use wishlist behavior as a core signal in retention and ad campaigns.
• Choose Wishlist Wizard for a minimal, low-cost wishlist that delivers basic bookmarking, sharing, and (on the Pro plan) back-in-stock notifications. It suits small shops that only want a simple save-for-later experience and minimal monthly cost.

For merchants who want to reduce tool sprawl, centralize customer engagement data, and lift long-term retention and life-time value, a consolidated platform can be a better value for money than stitching together multiple apps. Growave combines wishlist functionality with loyalty, referrals, reviews, and VIP tiers so wishlist behavior becomes part of a coordinated retention engine rather than a siloed widget. Merchants can evaluate plans and pricing to see how consolidation affects total cost and operational simplicity by reviewing options to consolidate retention features and by checking the public app listing for compatibility.

Start a 14-day free trial to see how a unified retention stack improves customer lifetime value.

FAQ

Q: Are there measurable benefits to using an advanced wishlist versus a simple bookmarking tool?

• A: Yes. Advanced wishlists that integrate with email and ads provide clear conversion pathways—reminders, dynamic ad audiences, and segmentation—that can turn saved intent into purchases. Basic bookmarking saves user convenience but does not automatically drive re-engagement unless paired with marketing automation.

Q: How does vendor support and onboarding differ between Swish and Wishlist Wizard?

• A: Swish includes free setup and customization across plans, with premium white-glove onboarding and a dedicated manager on the Plus plan. Wishlist Wizard emphasizes simplicity and quick install with less public emphasis on hands-on onboarding.

Q: What are the trade-offs between using a single-purpose wishlist app and an all-in-one retention platform?

• A: Single-purpose apps are often cheaper upfront and faster to install for a single feature. However, they can create data fragmentation and require additional apps for loyalty, referrals, and reviews. All-in-one platforms cost more per month at entry but often deliver better long-term value by consolidating features, simplifying integrations, and improving measurement (for example, by enabling loyalty and rewards that drive repeat purchases and helping merchants collect and showcase authentic reviews).

Q: How should a merchant evaluate whether to migrate wishlist data to a new platform?

• A: Confirm data export formats, ensure customer wishlist continuity during migration, test UX on product and account pages, and plan a launch window that minimizes customer disruption. Reviewing customer stories from brands scaling retention can provide practical migration examples and timelines.