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

Introduction

Choosing the right wishlist app is a small decision that can have an outsized impact on conversion rates, average order value, and long-term retention. Shopify merchants must weigh feature completeness, integrations, ongoing costs, and the operational friction of adding yet another single-purpose tool to an already crowded tech stack.

Short answer: Swish (formerly Wishlist King) is a mature, full-featured wishlist solution that targets merchants who want a polished, analytics-driven wishlist with onboarding support and native integrations. Yellos Wishlist presents a lightweight, design-focused option that prioritizes simple wishlist creation and multi-language sharing, but its public footprint and review data are minimal. For merchants who want wishlist features plus loyalty, referrals, reviews, and VIP tiers all in one place, a consolidated retention platform can offer stronger long-term value than maintaining multiple single-purpose apps.

This article provides a detailed, feature-by-feature comparison of Swish (formerly Wishlist King) and Yellos Wishlist to help merchants pick the solution that aligns with their short-term needs and long-term retention strategy. The comparison covers functionality, customization, pricing and value, integrations, support, technical compatibility, and real-world use cases. After the direct comparison, the discussion expands to a practical alternative for merchants facing app fatigue.

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

Detailed Comparison

Feature Set and Capabilities

Wishlist Basics: Add, Save, Multiple Lists

Swish and Yellos both cover the wishlist basics: allow customers to save items, create lists, and return later. Differences emerge once merchants require automation, analytics, or enterprise-grade support.

• Swish: Emphasizes unlimited wishlists and saved items across sessions, with support for shopper journeys that span discovery, cart, and account pages. Free setup and customization are included on all plans, reducing friction during launch.
• Yellos Wishlist: Highlights simple wishlist creation and the ability to create multiple wishlists. The pitch focuses on ease-of-use and attractive presentation rather than advanced lifecycle features.

Practical takeaway: For straightforward save-for-later capabilities, both apps can likely meet basic needs. For wishlist behavior that connects to email flows or retargeting, Swish provides more out-of-the-box options.

Personalization, Segmentation, and Automation

Automation turns passive wishlists into revenue drivers—reminding customers about saved items, notifying about price drops, or enabling curated reengagement.

• Swish: Offers personalized and automated wishlist notifications that can be used to nudge shoppers at optimal moments. Native integrations with Klaviyo and Meta indicate the app is built to integrate saved-item signals into broader lifecycle campaigns. Advanced wishlist curation and analytics are highlighted, giving merchants opportunities to segment and act on wishlist data.
• Yellos Wishlist: Focuses on list sharing and UI customization. There is no explicit mention of advanced automation or lifecycle integrations in the provided description.

Practical takeaway: Merchants prioritizing conversion lift through automated reengagement should favor Swish. If the plan is to add wishlist features primarily for customer convenience and social sharing, Yellos can be sufficient.

Analytics and Business Insights

Actionable analytics matter when deciding which wishlist items to promote, discount, or replenish.

• Swish: Markets “advanced analytics and wishlist curation.” That suggests built-in dashboards or exportable data that inform merchandising and retargeting decisions. These insights can feed into paid media or email flows.
• Yellos Wishlist: Describes usability and language support, but does not list analytics or reporting features publicly in the provided data.

Practical takeaway: For merchants who want to use wishlist behavior as a leading indicator of demand or as audience signals for remarketing, Swish provides clearer capabilities.

User Experience and Design

Customization and Theme Integration

A wishlist that looks out-of-place can harm perceived brand quality.

• Swish: States that it “integrates with all themes to seamlessly match your store’s aesthetic,” and provides free setup and customization across plans. That white-glove touch is valuable for merchants who want pixel-perfect design and consistent UX across product pages, collection pages, and customer accounts.
• Yellos Wishlist: Emphasizes simple customization—color, icon, animations—to match a store theme. The emphasis is on visual flair and an easy-to-use editor, which can be ideal for merchants who want fast, attractive results with minimal complexity.

Practical takeaway: Swish is better suited to merchants needing higher fidelity design and onboarding, while Yellos is attractive for stores that prioritize rapid deployment and visual options.

Customer-Facing Experience

Wishlist adoption depends on clear UI, easy shares, and account integration.

• Swish: Supports wishlist actions across the shopping journey and claims integrations with customer accounts, ensuring saved items persist across sessions and devices.
• Yellos Wishlist: Promotes shareable lists and multi-language support—functions that improve social proof and make wishlists more usable in global markets.

Practical takeaway: If social sharing and multi-language support are important, Yellos has explicit features for that. If persistent customer accounts and cross-session continuity are priorities, Swish is stronger.

Notifications, Retargeting, and Lifecycle Integration

Email and Push Triggers

Wishlist events become most valuable when converted into timely outreach.

• Swish: Native integrations with Klaviyo and GA4 point to robust lifecycle automation possibilities. Merchants can trigger targeted emails when items are back in stock, on sale, or near a customer’s saved list thresholds. The direct integration reduces the need for complex workarounds or custom development.
• Yellos Wishlist: No explicit mention of Klaviyo or email automation in the supplied description. Social sharing is a highlight, but automated lifecycle messaging is not called out.

Practical takeaway: For merchants who already use an ESP and want immediate, integrated wishlist triggers, Swish reduces engineering overhead and unlocks more immediate ROI.

Retargeting and Ads

Data from wishlists can feed ad platforms or audience segments.

• Swish: Lists Meta integration and GA4, which indicates that wishlist actions can inform ad targeting. If audiences can be built around “people who saved item X,” ad campaigns become more effective at conversion.
• Yellos Wishlist: The app centers on front-end sharing; retargeting integrations are not specified.

Practical takeaway: Swish’s explicit ad platform integrations make it the obvious choice for merchants using saved-item data in paid channels.

Integrations & Technical Compatibility

Native Integrations and Ecosystem Fit

Integrations determine how smoothly a wishlist app slots into existing systems.

• Swish: Works with Checkout, Hydrogen, Markets, Klaviyo, Customer Accounts, Search, and Recommendations. For merchants using headless storefronts (Hydrogen) or advanced search/recommendation ecosystems, Swish’s compatibility is important.
• Yellos Wishlist: The provided data lists social sharing and multi-language support as strengths but does not enumerate integrations with major ESPs, analytics platforms, or headless frameworks.

Practical takeaway: Merchants on headless, multi-market, or analytics-focused stacks are better served by Swish. Yellos may work well for traditional themes and stores that prioritize native UI and sharing.

Headless and Hydrogen Support

Technical compatibility is a decisive factor for enterprise and Plus merchants.

• Swish: Explicitly highlights Hydrogen and headless stacks on its Plus plan, and Plus includes white-glove onboarding and dedicated account management. This signals readiness for complex storefront architectures.
• Yellos Wishlist: Headless/Hydrogen compatibility is not documented in the provided description.

Practical takeaway: For stores built on modern headless architectures or considering a migration, Swish reduces implementation risk.

Pricing & Value For Money

Pricing Structure Comparison

Transparent pricing helps forecast ongoing costs and evaluate ROI.

• Swish: Publicly lists planed pricing aligned to Shopify plan tiers—Basic Shopify ($19/month), Shopify ($29/month), Advanced ($49/month), and Shopify Plus ($99/month). All plans include the same feature set with increasing levels of onboarding and support for higher tiers. This per-plan alignment can simplify billing and predictability.
• Yellos Wishlist: Pricing information was not provided in the supplied data. Absence of transparent pricing can increase friction during evaluation, though it may also indicate flexible or custom pricing.

Practical takeaway: Swish provides clear, tiered pricing that scales with Shopify plan levels and includes free setup, which can be a compelling value proposition. Merchants evaluating cost should request Yellos’ pricing directly if its feature set appears attractive.

Value Considerations

Value is a combination of price, features, and the operational cost of additional apps.

• Swish: The combination of features, integrations, and included setup makes it easier to turn wishlist interactions into conversions without extra apps. For merchants who want to integrate wishlist signals into email or ad workflows quickly, Swish is likely to deliver strong incremental revenue.
• Yellos Wishlist: If a merchant only needs a visually appealing wishlist and social sharing with minimal configuration, Yellos could provide better value for money. The trade-off is potential need for additional apps to handle automation, analytics, or loyalty.

Practical takeaway: The perceived value depends on the merchant’s roadmap. If wishlist behavior is expected to feed retention and paid acquisition strategies, a more integrated solution like Swish may offer better value.

Support, Onboarding, and Service

Setup and Ongoing Support

Time-to-launch and support quality influence how quickly merchants can realize benefits.

• Swish: Offers “entirely free setup and customisation service across all plans” and escalated support for Plus (white‑glove onboarding, priority support, dedicated account manager). That reduces the lift for merchants that require theme-level adjustments or complex storefront placements.
• Yellos Wishlist: The public description focuses on ease-of-use but does not highlight setup services or dedicated onboarding.

Practical takeaway: Swish’s included setup is a strong selling point for merchants without developer bandwidth. Yellos may still be attractive to merchants who prefer self-service installation.

Community, Reviews, and Social Proof

Public feedback is valuable for evaluating reliability and merchant satisfaction.

• Swish: 272 public reviews with a 5.0 rating indicate a healthy adoption rate and strong satisfaction from merchants who shared feedback on the Shopify App Store.
• Yellos Wishlist: No public reviews in the provided data (0 reviews, 0 rating), which makes it harder to validate real-world merchant experience.

Practical takeaway: Review quantity and average rating are lightweight but important signals—Swish has an established presence, while Yellos lacks visible public validation.

Security, Data Ownership, and Performance

Data Controls and Portability

Wishlist data can be valuable for audience creation and merchandising.

• Swish: Integration compatibility with analytics and ESPs implies that wishlist events can be passed to third-party systems. The app’s focus on analytics and integrations suggests mechanisms for data export or synching.
• Yellos Wishlist: Data export and integration specifics are not detailed in the provided description.

Practical takeaway: Merchants with strong data governance or a need to export event-level data should verify integration capabilities and data ownership with either vendor before deploying.

Performance and Theme Impact

Third-party apps must be performant to avoid harming page speed and conversions.

• Swish: Claims theme integration and compatibility with all themes—plus onboarding—which suggests it pays attention to performance during setup.
• Yellos Wishlist: Emphasizes UI animations and customization; merchants should test for performance impact on pages with heavy animations or complex scripts.

Practical takeaway: Always validate both apps on staging themes and check Core Web Vitals after installation to ensure no negative impact on page speed.

Implementation, Migration & Future-Proofing

Implementation Time and Technical Requirements

Implementation risk is often overlooked when choosing an app.

• Swish: Free setup and onboarding minimize initial friction and shorten time-to-launch, especially for merchants with custom themes or headless implementations.
• Yellos Wishlist: Likely quicker for simple themes due to a self-service visual interface, but the absence of explicit onboarding may increase time for customizations.

Practical takeaway: For merchants with limited developer resources but complex themes, Swish’s setup offering reduces operational risk.

Scaling and Roadmap

Wishlist needs evolve: from simple saves to loyalty signals and VIP curation.

• Swish: The emphasis on analytics and integrations suggests a product roadmap aligned to enterprise needs, including headless support and Plus-level services.
• Yellos Wishlist: The focus on design and sharing signals a product positioned around front-end engagement rather than enterprise lifecycle tooling.

Practical takeaway: Merchants that expect wishlist signals to become a strategic channel should prefer a vendor with integrations and enterprise services like Swish.

Use Cases — Which App Fits Which Merchant?

• Brands that want immediate integration with Klaviyo, GA4, and Meta, plus white-glove onboarding and analytics: Swish.
• Stores that prioritize visually attractive, shareable wishlists with multi-language support and minimal setup: Yellos Wishlist.
• Merchants on headless or Hydrogen stacks: Swish (explicit support).
• Small stores that only need a basic wishlist for social sharing and lightweight UX customization: Yellos Wishlist could be sufficient if pricing aligns.

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

The Problem: App Fatigue and Tool Sprawl

Merchants frequently layer multiple single-purpose apps—wishlist, loyalty, reviews, referrals, VIP tiers—each with their own billing, scripts, and integration points. This leads to:

• Fragmented customer data and multiple places to configure retention rules.
• Higher cumulative monthly costs and overlapping features.
• Increased pageweight and potential performance degradation from multiple scripts.
• Greater operational complexity when troubleshooting or migrating.

These pain points compound as stores grow. Instead of adding a separate app for every new growth tactic, many merchants find better long-term outcomes by consolidating retention tactics in a single platform.

Growave’s Value Proposition: More Growth, Less Stack

Growave positions itself as a retention platform that removes the need for multiple single-point solutions by bundling loyalty, referrals, reviews, wishlist, and VIP tiers into one integrated suite. This approach reduces tool sprawl and centralizes customer signals to drive repeat purchases and higher lifetime value.

• Centralized retention features allow merchants to reward wishlist-driven behavior without adding separate scripts for loyalty and wishlist.
• Unified analytics provide a single source of truth for repeat-purchase drivers.
• Consolidated integrations reduce engineering work and simplify data flows.

Merchants can review pricing tiers and plan comparisons to see how consolidation affects overall cost and functionality—review pricing and plans.

Feature Synergies: How an Integrated Suite Changes Outcomes

Loyalty & Wishlist Working Together

When wishlist actions can automatically trigger loyalty points or VIP status, the result is a direct pipeline from intent to retention. For example, a customer who frequently saves items could be nudged into a rewards tier for repeat purchases. This kind of cross-feature orchestration is available when loyalty and wishlist live in the same platform; compare how a single vendor handles both to coordinating multiple vendors.

Merchants can build loyalty and rewards that drive repeat purchases without wiring separate apps together.

Reviews, UGC, and Social Proof

Collecting and showcasing authentic reviews amplifies the value of wishlists when saved items later appear with social proof. Growave’s review tools allow merchants to capture UGC and surface reviews alongside saved products, turning intent signals into trusted conversions.

Merchants can implement systems to collect and showcase authentic reviews across product pages and saved lists.

Customer Stories and Enterprise Support

Growing brands often want examples of how similar merchants used a unified platform to reduce churn and increase LTV. Reviewing customer stories can demonstrate practical outcomes and migration patterns.

Merchants can read customer stories from brands scaling retention to see concrete results and tactical approaches.

Technical and Operational Benefits

Reduced Script Load and Faster Diagnosis

Replacing three or four single-purpose apps with one suite reduces the number of third-party scripts on site, which helps performance and simplifies debugging. Centralized support and a single point of account ownership also make it easier to resolve issues quickly.

Merchants can also evaluate how Growave supports enterprise setups through solutions for high-growth Plus brands.

Unified Integrations and Fewer Sync Points

A single retention platform typically offers native integrations with common stacks (ESPs, analytics, helpdesk, subscription platforms). That reduces the number of synchronization points and the risk of data divergence.

Merchants can install the solution or add Growave directly to Shopify to assess how integrations behave in the store environment.

Pricing and ROI Considerations

Consolidation can lower the total cost of ownership even if the headline price of the combined product appears higher than a single-purpose app. Growth-stage merchants should weigh:

• The combined monthly fees of discrete wishlist, loyalty, and review apps versus a single platform subscription.
• Developer hours saved on integration, maintenance, and cross-tool orchestration.
• Revenue uplift from coordinated retention tactics versus isolated wishlist signals.

Merchants can consolidate retention features and model the ROI compared to maintaining multiple subscriptions.

Getting a Closer Look

For teams that want to see integrated behavior with their specific storefront, a demo helps evaluate how wishlist actions map to reward rules and review collection flows. Book a personalized demo to see how an integrated retention stack converts wishlist intent into measurable repeat purchases: book a personalized demo.

Which Option Is Best For Different Merchant Profiles?

• Merchant with limited technical resources but a need for robust lifecycle marketing: Swish’s onboarding and Klaviyo/Meta integrations reduce implementation burden and deliver fast lifecycle value.
• Merchant focused on quick, visually appealing wishlist UIs and global sharing: Yellos Wishlist fits stores that want rapid deployment with multi-language sharing and social features.
• Merchant seeking to reduce tool sprawl and unlock cross-feature retention strategies: An all-in-one retention platform like Growave offers stronger long-term value—and a simpler operational surface area—than combining multiple single-purpose apps. Merchants can explore pricing and consolidation benefits or add the app directly to Shopify for evaluation.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Yellos Wishlist, the decision comes down to priorities: Swish is the clearer choice for brands that require advanced integrations, analytics, and onboarding support—especially if wishlist data will feed Klaviyo, GA4, or ad audiences. Yellos Wishlist is better suited to stores that need a lightweight, stylish wishlist with social sharing and multi-language support and whose wishlist needs are relatively self-contained.

Beyond the single-purpose tradeoffs, many merchants face the longer-term problem of app fatigue. Building retention by stitching together several one-off apps increases maintenance costs, burdens page performance, and fragments customer data. Growave’s “More Growth, Less Stack” approach aims to remove that friction by combining loyalty, referrals, reviews, wishlist, and VIP tiers into a single integrated platform—reducing tool sprawl while providing coordinated retention mechanics. Merchants evaluating consolidation should compare feature overlap, integration coverage, and total cost of ownership, starting with a side-by-side look at pricing and plans: consolidate retention features. Merchants can also add Growave directly to Shopify to test behavior in their store.

Start a 14-day free trial to see how consolidating wishlist, loyalty, reviews, and referrals into one platform can reduce operational complexity and improve customer lifetime value: Start a 14-day free trial.

FAQ

Q: Which app has stronger lifecycle marketing capabilities—Swish or Yellos Wishlist? A: Swish has explicit integrations with Klaviyo, GA4, and Meta, combined with automated wishlist notifications, making it the stronger choice for lifecycle marketing out of the box. Yellos Wishlist focuses more on UI, multi-language support, and social sharing; lifecycle automation is not documented in the provided information.

Q: How does pricing compare between Swish and Yellos Wishlist? A: Swish provides transparent pricing tied to Shopify plan levels ($19 / $29 / $49 / $99 per month) and includes free setup and customization. Yellos Wishlist’s pricing is not provided in the supplied data; merchants should request pricing and confirm any limits or additional fees before committing.

Q: Which solution is better for headless or Hydrogen storefronts? A: Swish explicitly calls out Hydrogen and headless compatibility and offers Plus-plan support for headless stacks. That makes Swish more suitable for merchants using modern headless architectures. Yellos Wishlist does not list headless support in the available description.

Q: How does an all-in-one platform compare to specialized apps like Swish and Yellos? A: An all-in-one platform reduces the number of third-party scripts, centralizes customer data, and enables cross-feature automation (for example, rewarding wishlist behavior with loyalty points). This can lower total cost of ownership and improve retention outcomes. Merchants evaluating consolidation should compare feature parity, native integrations, and support levels. To assess integrated retention features and pricing, merchants can review pricing and plans or install the combined solution on Shopify.