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

Introduction

Choosing the right wishlist app for a Shopify store is deceptively important. A wishlist can do more than save items — it can re-engage browsers, power back-in-stock flows, feed email segmentation, and influence long-term retention. Yet merchants face a crowded app store and must weigh features, integrations, support, and total cost of ownership before committing to a single-purpose tool.

Short answer: Swish (formerly Wishlist King) is a polished, fully supported wishlist solution aimed at brands that want an out-of-the-box, high-touch implementation and strong analytics; Wishlist Wizard is a simple, budget-oriented wishlist app that handles basic bookmarking and list sharing. For merchants looking to reduce tool sprawl and drive retention across loyalty, referrals, and reviews — not only wishlists — a consolidated retention platform like Growave often provides better value for money.

This article provides a detailed, objective, feature-by-feature comparison of Swish (formerly Wishlist King) and Wishlist Wizard. The goal is to help merchants understand which app suits which use case and to highlight where a single integrated retention platform can remove friction and deliver stronger long-term outcomes.

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

Deep Dive Comparison

How the Apps Position Themselves

Swish (formerly Wishlist King) — Product Positioning

Swish positions itself as a "feature rich Wishlist solution for brands with ambition." The product promotes fully customizable wishlists, advanced analytics, and automated personalized notifications. Swish emphasizes free setup and customization on all plans and highlights native integrations with Klaviyo, GA4, and Meta to drive data-driven remarketing.

Strengths implied by positioning:

• Strong onboarding and implementation support
• Focus on analytics and automated notifications
• Compatibility with headless and Hydrogen stacks for advanced stores

Wishlist Wizard — Product Positioning

Wishlist Wizard describes a lightweight wishlist that enables customers to "build lists of their desired products" with device sync and easy sharing. The messaging focuses on the convenience of bookmarking and the ability to share lists via email and social platforms.

Strengths implied by positioning:

• Simplicity and ease of use
• Lower starting price for basic wishlist functionality
• Device synchronization and social sharing

Feature Comparison

The following sections compare core feature areas merchants commonly evaluate.

Wishlist Creation & Persistence

Swish:

• Supports unlimited wishlists and saved items across sessions.
• Works across the entire shopping journey (product pages, collection pages, quick view).
• Focus on persistence—even for guest users—by syncing with accounts when available.

Wishlist Wizard:

• Offers unlimited products and unlimited customers.
• Provides device synchronization for Android, iPhone, and other devices.
• Basic bookmarking workflow; persistence depends on cookie or device sync.

Practical difference: Swish emphasizes enterprise-level persistence and multi-entry points into the wishlist (e.g., saved lists across sessions and automatic syncing with customer accounts), whereas Wishlist Wizard provides core bookmarking and device sync but without the same emphasis on enterprise-level session handling or account matching.

Saved Items, Lists, and Sharing

Swish:

• Unlimited saved items and lists.
• Curated wishlist curation and advanced analytics to identify top-saved items and conversion opportunities.
• Social sharing and email-triggered wishlist notifications available.

Wishlist Wizard:

• Customers can create lists and share via email or social channels.
• Sharing is a simple, shopper-facing feature without added analytics.

Practical difference: Both apps enable sharing, but Swish pairs sharing with merchant-side insights that can turn saved items into marketing campaigns.

Back-in-Stock and Inventory Signals

Swish:

• Built-in automated notifications and workflows to alert shoppers when desired items are back in stock.
• Integrates with analytics and third-party tools to tie notifications to remarketing.

Wishlist Wizard:

• Back-in-stock is available only on the Pro Plan ($20/month).
• Basic back-in-stock functionality without advanced segmentation.

Practical difference: Swish provides out-of-the-box automation around restocks and personalization; Wishlist Wizard offers a simpler back-in-stock add-on in a higher tier.

Notifications, Personalization & Automation

Swish:

• Emphasizes "highly personalised + automated Wishlist notifications."
• Offers integrations that allow merchants to activate wishlist-based email flows in Klaviyo and retargeting via Meta.
• Analytics-driven curation enables targeted outreach.

Wishlist Wizard:

• Enables sharing and basic notifications; personalization capabilities are limited.
• Less emphasis on integrating wishlist events into broader marketing automation.

Practical difference: Swish is designed to feed wishlist events into the merchant's marketing stack; Wishlist Wizard is focused on shopper convenience without deep automation.

Analytics & Reporting

Swish:

• Promotes "advanced analytics and wishlist curation" for merchant insights.
• Metrics can include most-wished items, conversions from wishlist notifications, and user-level lifecycle signals.

Wishlist Wizard:

• Does not emphasize merchant analytics beyond basic usage.
• Limited reporting makes it harder to translate wishlist behavior into strategic campaigns.

Practical difference: Swish is better suited for merchants who want to turn wishlist data into repeatable campaigns, while Wishlist Wizard serves stores that need wishlist functionality without analytics.

Customization & Theming

Swish:

• Integrates with all themes; free setup and customization included.
• Higher-tier plans and Plus offer white-glove onboarding and dedicated support for theme matching and headless implementations.

Wishlist Wizard:

• Simpler customization; themes supported but fewer customization promises.
• Focus on lightweight implementation and out-of-the-box UI.

Practical difference: Swish is the choice when appearance and consistent UX across themes and headless setups matter. Wishlist Wizard can get a store live quickly with minimal design work.

Integrations & Ecosystem

Swish:

• Lists integrations such as Klaviyo, GA4, Meta, and customer accounts.
• Works with Checkout, Hydrogen, Markets, Klaviyo, Customer Accounts, Search Recommendations.

Wishlist Wizard:

• No integrations explicitly listed in the provided data.
• Functionality focuses on device sync and sharing; fewer advertised third-party integrations.

Practical difference: If a merchant relies on Klaviyo or advanced analytics, Swish's integration set reduces engineering effort to leverage wishlist data. Wishlist Wizard may require additional work to pipe wishlist signals into other systems.

Headless & Shopify Plus Support

Swish:

• Explicitly addresses Hydrogen and headless stacks, and provides Shopify Plus exclusives (white-glove onboarding, priority support) on the $99/month Plus plan.

Wishlist Wizard:

• No explicit mention of headless or Plus-level support in the provided data.

Practical difference: Swish is more clearly positioned for high-growth or Plus merchants and stores with headless architectures.

Security, Compliance & Data Ownership

Swish:

• By integrating with merchant analytics and offering data feeds, Swish implies the ability to export or access wishlist data for marketing and compliance needs. Onboarding services suggest help for compliance configuration.

Wishlist Wizard:

• No explicit claims about data exports, compliance flows, or enterprise-level security in the provided data.

Practical difference: Merchants with strict data requirements should validate data export and retention features with either vendor prior to selection, but Swish's enterprise focus suggests stronger support.

Pricing & Value

Below is a pricing and value comparison using the available plan data.

Swish Pricing (monthly):

• Basic Shopify: $19 — All features, free setup, unlimited wishlists & sessions.
• Shopify: $29 — Same features scaled for Shopify plan stores.
• Advanced Shopify: $49 — Same features for Advanced shops.
• Shopify Plus: $99 — Plus exclusives: white-glove onboarding, priority support, dedicated account manager, Hydrogen & headless support.

Wishlist Wizard Pricing (monthly):

• Standard Plan: $15 — Unlimited products/customers, no back-in-stock.
• Pro Plan: $20 — Unlimited products/customers, back-in-stock included.

Pricing context and value assessment:

• Swish starts at $19 with full feature parity across tiers, plus concierge setup on all plans. For stores that value onboarding, analytics, and integrations, $19–$49 is good value for money.
• Wishlist Wizard's $15/month Standard plan is economical for stores that only want basic wishlist features. The Pro plan at $20 brings restock notifications but still lacks the broader integrations and onboarding of Swish.
• For Shopify Plus merchants, Swish's $99 tier offers enterprise support and headless compatibility; Wishlist Wizard does not list a Plus tier.

Total cost of ownership:

• Consider the cost of adding separate apps for loyalty, reviews, and referrals. If a merchant plans to use multiple single-function apps alongside a wishlist, the monthly costs add up and increase maintenance work.
• Swish delivers strong wishlist functionality at a comparable price to Wishlist Wizard but includes onboarding and integrations that reduce implementation time—valuable for merchants who prioritize time-to-value.

Support & Onboarding

Swish:

• Free setup and customization across all plans.
• Higher tiers offer white-glove onboarding, priority support, and a dedicated account manager.
• Larger review base (272 reviews) and 5-star rating indicates consistent experiences for many merchants.

Wishlist Wizard:

• No explicit free setup or onboarding claims in the provided data.
• Single review listed (1) with a 5-star rating — limited social proof.
• Simpler product implies lower support needs, but merchants seeking hands-on help may find Swish’s onboarding advantage important.

Practical difference: Swish is likely to reduce launch friction for merchants who need design and configuration assistance; Wishlist Wizard is more DIY.

Customer Feedback & Social Proof

• Swish: 272 reviews, 5.0 rating. That volume suggests broad adoption and consistent performance across merchants. A larger review base offers more confidence in reliability, onboarding, and support claims.
• Wishlist Wizard: 1 review, 5.0 rating. A single positive review is a good signal but does not provide the statistical confidence of a larger review set.

Practical difference: Larger review counts on Swish indicate more market validation. Merchants should read recent reviews for insights on performance and support response times before deciding.

Scalability & Enterprise Readiness

Swish:

• Explicit support for headless/Hydrogen, Checkout integration, Shopify Plus plan with dedicated account management.
• Unlimited wishlists and sessions scale well with traffic.

Wishlist Wizard:

• Designed for simple usage; no explicit enterprise or headless positioning.
• Suitable for small- to medium-sized stores where wishlist volume and cross-system integrations are limited.

Practical difference: For fast-growing merchants or those on Shopify Plus, Swish is built to scale. Wishlist Wizard is best for smaller operations.

Implementation Complexity & Migration

Swish:

• Concierge setup across all plans reduces developer burden and shortens time-to-launch.
• Integrations with Klaviyo and analytics platforms simplify connecting wishlist events to marketing automation.

Wishlist Wizard:

• Lightweight implementation that can be quick for stores that accept out-of-the-box appearance.
• If a merchant later needs richer integrations, migrating wishlist history and workflows may require developer work.

Practical difference: Swish lowers implementation complexity through onboarding; Wishlist Wizard lowers initial configuration complexity but potentially increases future migration cost.

Use Cases & Which App to Pick

Swish may be the right pick when:

• The merchant needs advanced analytics and wishlist curation to drive personalized campaigns.
• Integration with Klaviyo, GA4, or Meta is important for conversion and remarketing.
• White-glove onboarding and dedicated support will reduce launch time.
• The store is on Shopify Plus or plans to adopt headless architecture.

Wishlist Wizard may be the right pick when:

• The store needs a simple wishlist/bookmarking feature with device sync and sharing.
• Budget sensitivity is high and the merchant does not need advanced integrations or onboarding.
• The technical stack is straightforward and the merchant prefers a lightweight app.

Pros and Cons Summary

Swish — Pros:

• Robust analytics and wishlist curation.
• Free setup and customization across plans.
• Integrations with Klaviyo, GA4, Meta.
• Scales to Shopify Plus and headless architectures.
• Large review base (272) with a 5.0 rating.

Swish — Cons:

• Slightly higher starting price compared to the bare-minimum wishlist options.
• Feature set may be broader than necessary for very small stores.

Wishlist Wizard — Pros:

• Low-cost entry point ($15/month).
• Device sync and list sharing out of the box.
• Simple to install and use.
• Pro plan includes back-in-stock for $20/month.

Wishlist Wizard — Cons:

• Very limited public reviews (1) reduces market validation.
• Fewer integrations and limited analytics.
• No explicit onboarding or enterprise support options.

Merchant Checklist: Questions to Ask Before Choosing

When evaluating either app, merchants should confirm:

• How wishlist events are captured and whether they can be exported to marketing systems.
• Whether guest wishlists are persisted and later associated with customer accounts.
• What types of automated notifications are available (back-in-stock, price drop, cart reminders).
• How the app will appear across the site theme and whether custom styling is included.
• The expected implementation timeline and availability of onboarding help.
• Support SLAs and availability for mission-critical issues.

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

Why single-purpose apps create hidden costs

Adding a best-of-breed wishlist app often looks like a low-cost decision at first glance. However, single-purpose tools introduce these hidden costs over time:

• Multiple monthly subscriptions that add up quickly.
• Fragmented data across dozens of tools that each own a slice of customer behavior.
• Integration and maintenance overhead for syncing events into a CRM or email platform.
• Longer setup times due to repeated onboarding with different vendors.
• Higher development effort to stitch workflows together that span wishlists, loyalty, referrals, and reviews.

This phenomenon, often called "app fatigue," leads merchants to spend more on tools and developer hours while delivering a disjointed customer experience. A wishlist that notifies a shopper about restock but lives in a separate system from the loyalty program makes it harder to craft unified retention strategies.

Growave: More Growth, Less Stack

Growave positions itself as a retention platform that reduces tool sprawl by combining loyalty, referral, reviews, and wishlist into an integrated suite. The value proposition is simple: consolidate the core retention building blocks so that wishlist events feed directly into loyalty points, referral triggers, and review requests without additional integration work.

Key advantages of choosing a consolidated platform:

• Single vendor to manage billing, support, and onboarding.
• Cross-functional data that powers richer, higher-performing campaigns.
• Faster implementation because the tools are natively connected.
• Fewer edge cases and fewer migration headaches as the business scales.

Merchants can explore pricing scenarios and see how consolidating features impacts monthly cost and complexity by choosing to consolidate retention features.

Core features that reduce friction

Growave bundles features that are typically spread across multiple apps:

• Loyalty and rewards that drive repeat purchases: a customizable program that rewards purchases, referrals, or social activity and can be configured for points, VIP tiers, and custom reward actions. Learn more about loyalty and rewards that drive repeat purchases.
• Collect and showcase authentic reviews: built-in review capture and syndication, including photo and video UGC, reduces the need for a separate reviews app. Explore how to collect and showcase authentic reviews.
• Wishlist functionality that integrates with loyalty and campaigns: saved items become first-party signals that can automatically trigger reward points, targeted emails, or review invites.
• Referrals and VIP tiers: grow word-of-mouth and reward top customers with tiered benefits that increase lifetime value.

Because these features are natively connected, wishlist behavior can automatically influence loyalty status or trigger referral incentives without manual exports or middleware.

How Growave solves specific problems that single-purpose wishlist apps leave open

• Convert wishlist data into higher LTV: When wishlist signals feed directly into a loyalty program, merchants can reward shoppers for adding items, increasing the chances of conversion and long-term retention.
• Simplify marketing automation: A wishlist event can create a targeted flow without building custom integrations—cutting implementation time.
• Reduce total monthly cost: Consolidation often provides better value for money than subscribing to multiple single-point apps that each charge a separate fee. Merchants can compare plan economics and choose the right tier to support order volume by visiting how to consolidate retention features.
• Enterprise readiness: Built integrations and support for Shopify Plus help high-growth merchants scale without stitching together disparate vendors. For stores on higher tiers, there are solutions tailored for high-growth Plus brands.

Where Growave fits relative to Swish and Wishlist Wizard

• If a merchant’s primary need is only a wishlist and they want a quick, low-cost implementation with minimal integrations, Wishlist Wizard remains a viable option.
• If a merchant needs advanced wishlist analytics, headless compatibility, and white-glove onboarding but still anticipates using other retention tools from separate vendors, Swish offers strong wishlist capabilities and integrations.
• If the merchant’s priority is retention and increasing customer lifetime value through combined loyalty, referrals, reviews, and wishlist signals, Growave reduces complexity and provides a unified platform that can drive stronger outcomes with fewer vendors.

Merchants interested in trying an integrated platform can check Growave’s Shopify listing to install an integrated retention suite or review pricing and plan options to evaluate the cost benefits of consolidation by visiting consolidate retention features.

Integrations and ecosystem benefits in a unified stack

Two concrete examples of operational benefit from combining features:

• Loyalty plus wishlist: assigning points for wishlist activity is straightforward when both features are on the same platform. That creates small, repeatable incentives that lift purchase probability.
• Reviews plus wishlist: wishlist-based purchase signals can prompt targeted review requests for recently purchased items, increasing review capture rates and UGC velocity.

Discover customer stories that show how integrated retention stacks work in practice by browsing customer stories from brands scaling retention.

Practical migration and implementation considerations

• Migration plan: Consolidation requires moving wishlist and reviewer data into the new platform. Growave offers onboarding assistance to map fields, transfer data, and configure reward rules.
• Testing & QA: Ensure that wishlist-to-loyalty triggers and notification flows are validated in a test environment before switching live traffic.
• Phased rollout: Start by enabling wishlist and review capture, then add loyalty and referral features one at a time to measure incremental impact.

For merchants that prefer a demo before committing, it is possible to book a personalized demo and walkthrough to see how an integrated stack works for specific stores.

Cost comparison: checklist for evaluating value for money

When comparing the cost of single-purpose apps versus consolidated platforms, consider:

• Monthly subscription totals across all necessary apps.
• Implementation and integration developer hours.
• Ongoing maintenance and cross-app compatibility issues.
• Opportunity cost of disconnected data (lower personalization and LTV).

Merchants who model these costs often find that an integrated platform that consolidates reviews, loyalty, referrals, and wishlist offers better long-term return on investment. Visit consolidate retention features to compare plan levels and expected service inclusions.

Implementation Scenarios and Recommendations

Small stores with limited technical resources

Recommendation:

• If the merchant only needs basic wishlist functionality and wants the lowest barrier to launch, Wishlist Wizard’s Standard Plan ($15/month) is an economical choice.
• For stores planning to grow into loyalty or referral programs, evaluate the long-term cost of gradual add-ons and consider starting with a platform that supports growth.

Action steps:

• Install the wishlist app, test device sync and sharing, and monitor wishlist engagement.
• Track wishlist events and plan for how those signals will be used in future marketing.

Mid-market brands prioritizing data-driven remarketing

Recommendation:

• Swish is often the right fit for merchants that need solid analytics and native integrations with platforms like Klaviyo and GA4. Free onboarding reduces implementation burden and speeds time-to-value.

Action steps:

• Configure Klaviyo integrations and build wishlist-triggered flows.
• Use Swish analytics to identify high-value saved items and sequence personalized outreach.

High-growth merchants and Shopify Plus

Recommendation:

• Swish’s Shopify Plus plan addresses headless and Hydrogen needs and includes white-glove onboarding. For merchants looking to reduce vendor count, evaluate Growave’s Plus plan which combines wishlist with loyalty, reviews, referrals, and enterprise-level support.

Action steps:

• For Swish: select the Plus plan and request dedicated account management for headless integration.
• For Growave: compare Plus-level features and enterprise services by reviewing solutions for high-growth Plus brands.

Merchants focused on retention and long-term LTV

Recommendation:

• Rather than building a stack of single-purpose tools, consider an integrated retention platform that connects wishlist events to loyalty and reviews. Growave’s suite provides this integrated approach and can be trialed to validate impact.

Action steps:

• Map key customer journeys (e.g., wishlist → purchase → review → referral) and identify where native integrations will reduce friction.
• Run an A/B test comparing single-purpose wishlist plus separate loyalty vs. integrated platform workflows.

Final Comparison Summary

• Swish (formerly Wishlist King) is the stronger wishlist solution when merchants require robust analytics, integrations (Klaviyo, GA4, Meta), and hands-on onboarding, especially at scale or on headless/Plus stacks. With 272 reviews and a 5-star rating, Swish shows market validation and a strong feature set.
• Wishlist Wizard is a lean, budget-friendly option suitable for stores that need straightforward wishlist bookmarking, device sync, and list sharing without advanced integrations. The single review and 5-star rating indicate a positive experience, but merchants should validate support and roadmap for higher-volume needs.
• For merchants who want to reduce app sprawl and build long-term retention (increase repeat purchases, boost LTV, and centralize customer signals), an all-in-one retention platform like Growave offers a compelling alternative. Consolidating features into one platform reduces integration work, lowers maintenance overhead, and unlocks cross-feature campaigns that single-purpose apps cannot easily deliver.

Start a 14-day free trial to see how a unified retention stack accelerates growth: Start a 14-day free trial.

Frequently Asked Questions

What are the main differences between Swish and Wishlist Wizard?

• Swish focuses on enterprise wishlist features: analytics, integrations (Klaviyo, GA4, Meta), free setup, and headless support, backed by 272 reviews at a 5.0 rating. Wishlist Wizard provides a simpler wishlist experience with device sync and sharing, offered at a slightly lower entry price and fewer integrations, and has a single public review.

Which wishlist app is better for Shopify Plus and headless stores?

• Swish is positioned to serve Shopify Plus and headless setups with dedicated onboarding, Hydrogen compatibility, and a Plus plan that includes priority support. Wishlist Wizard does not explicitly list headless or Plus-level features.

Can a wishlist app replace a loyalty program or review tool?

• A wishlist app cannot fully replace a loyalty program or review management tool. Wishlists capture intent signals; loyalty programs drive repeat purchases; reviews build social proof. Combining those functions in one platform reduces friction and enables richer campaigns. Merchants looking to consolidate can compare integrated solutions that combine these apps to reduce tool fatigue and improve retention.

How does an all-in-one platform compare to specialized apps like Swish or Wishlist Wizard?

• An all-in-one platform consolidates loyalty, wishlist, reviews, and referrals into one vendor, reducing monthly costs, data fragmentation, and integration work. Specialized apps like Swish may offer deeper wishlist-specific features and dedicated onboarding, which can be important for certain merchants. The right choice depends on priorities: depth in a single function vs. combined retention outcomes with fewer tools.