Swish vs. Webkul Product Wishlist: Feature Comparison

Introduction

Choosing the right wishlist app is a common hurdle for Shopify merchants who want to reduce cart abandonment, gather signals of purchase intent, and increase lifetime value. Single-purpose wishlist tools can be simple and focused, but they also create a larger app stack and duplicated data across systems. This comparison looks closely at two popular wishlist apps—Swish (formerly Wishlist King) and Webkul Product Wishlist—to help merchants pick the right tool for their needs, and then explores an integrated alternative for stores that want fewer apps and stronger retention outcomes.

Short answer: Swish (formerly Wishlist King) is a polished, enterprise-friendly wishlist solution with robust onboarding and modern integrations, best for merchants who want a turnkey, visually consistent wishlist experience. Webkul Product Wishlist is an ultra-lightweight, low-cost option for merchants who need basic wishlist functionality and are comfortable with limited integrations and self-managed setup. For merchants prioritizing retention, loyalty, reviews, and fewer single-use apps, Growave provides better value for money as an all-in-one retention platform.

This post provides a feature-by-feature, impartial comparison of Swish and Webkul Product Wishlist, including features, pricing, integrations, support, and real merchant fit. After that comparison, the article explains the trade-offs of single-function apps and introduces an integrated alternative that reduces tool sprawl.

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

Deep Dive Comparison

Core Wishlist Features

Wishlist bookmarking and saving

Swish provides a fully customizable wishlist button and flows that can be placed across product pages, collection pages, and custom templates. The app emphasizes design parity with the store theme so wishlist actions feel native. Save flows support both logged-in accounts and guest sessions, with unlimited sessions included in each plan.

Webkul Product Wishlist supports adding products to a wishlist and organizing those items into categories. It requires customers to log in to access their wishlist, which can be useful for stores that want to surface data against customer records but can add friction for casual shoppers.

• Swish strengths:
  • Unlimited wishlists and saved items across plans
  • Works with sessions and accounts for persistent and guest behavior
  • Customizable placement and theme matching
• Webkul strengths:
  • Wishlist categories for organization
  • Lightweight UI that is quick to install
• Potential trade-offs:
  • Swish’s broader UX and session handling reduces friction and captures more intent signals, but costs more monthly.
  • Webkul’s login requirement may lower wishlist adoption on stores that prefer low-friction interaction.

Wishlist categories and curation

Webkul highlights category support—customers can create named wishlists or categories to separate gift ideas, seasonal items, or wants. That feature is helpful when customers need multiple lists.

Swish offers wishlist curation and segmentation at the merchant level via analytics, which makes it easier to identify high-demand products and create targeted campaigns based on wishlist signals (e.g., bring-back stock alerts or targeted discounts).

• When categories matter:
  • If customers benefit from creating multiple lists (gifts, home, favorites), Webkul covers that out of the box.
  • If merchants need to analyze and act on aggregated wishlist patterns, Swish’s curation and analytics are more powerful.

Sharing and social behavior

Swish supports sharing features and integrations that enable personalized, automated wishlist notifications (including cart recovery and back-in-stock nudges). The product description emphasizes personalized and automated wishlist notifications to convert at the optimal moment.

Webkul does not explicitly surface advanced sharing or social notifications in its core description. Its focus is more on reminder emails to logged-in customers.

• Business impact:
  • Sharing and automated notifications increase the chance of converting items in a wishlist; Swish’s richer notification options provide more opportunities to convert intent into purchase.
  • Webkul’s email reminders are useful but less feature-rich for conversion automation.

Notifications, reminders, and automation

Swish lists out-of-the-box integrations with Klaviyo, GA4, and Meta for tracking and notification purposes. This makes it straightforward to include wishlist events inside existing flows (e.g., countdown emails, targeted ads).

Webkul supports sending reminder mails to customers about their wishlist items, but the integration story is minimal. There’s no prominent mention of GA4 or major ESP integrations.

• Integration differences:
  • Swish’s native ties to popular analytics and messaging platforms reduce engineering effort to include wishlist events in retention flows.
  • Webkul will require more custom work to link wishlist events to CRM or ESP systems.

Pricing and Value

Price points and what they include

Swish pricing is aligned with Shopify plan tiers and ranges from $19/month up to $99/month for Shopify Plus. All plans list the same feature set with unlimited wishlists, plus the higher tiers add Plus-specific services like white-glove onboarding and account management for $99/month.

Webkul’s publicly listed plan starts at $7/month for the Basic Plan. There are no additional publicly listed tiers in the provided data. That makes Webkul appealing for extremely budget-sensitive merchants.

• Value considerations:
  • Swish’s price reflects a service-first approach: free setup and customization, deeper integrations, and Plus support. For stores that value time-to-value and consistent UX, that can be better value for money.
  • Webkul offers the lowest entry price for basic wishlist functionality. For stores that only need simple wishlists and minimal integrations, this can be the most economical choice.

Hidden costs and implementation overhead

Swish includes setup and customization within the plan, which reduces implementation cost and the need to hire developers. For brands that lack internal development resources, this is a significant cost saving.

Webkul appears to be a do-it-yourself implementation where merchants likely manage theme placement and styling. That can mean cheaper monthly cost but higher internal time investment.

• Merchants should evaluate:
  • Time-to-live cost: Swish may bill higher monthly, but lower implementation hours.
  • Engineering cost: Webkul’s lower monthly fee may require more developer time or external agency help to reach the same polish.

Integrations and Technical Fit

Analytics and ESPs

Swish lists native integrations with Klaviyo, GA4, and Meta. Those connections let merchants feed wishlist events into marketing automations and ad audiences without custom tracking builds.

Webkul’s description shows a much narrower integration profile and is unlikely to have built-in connectors for modern ESPs or analytics.

• Which to choose:
  • Stores that already rely on Klaviyo or GA4 and want wishlists to trigger flows should prefer Swish to avoid custom work.
  • Stores that don’t use advanced automations and need only email reminders can get by with Webkul.

Headless, Hydrogen, and Plus support

Swish explicitly supports Hydrogen and headless stacks and offers a Plus plan with Hydrogen/headless-focused features and a dedicated account manager. That signals readiness for stores using modern frontend stacks.

Webkul only lists Product Auction in "Works With" and does not emphasize headless or Plus readiness.

• Technical implications:
  • For headless or Shopify Plus stores, Swish reduces integration risk and provides expertise via onboarding.
  • Webkul is better suited to classic Shopify theme setups without complex headless needs.

Other ecosystem compatibility

Swish lists compatibility with Checkout, Klaviyo, Customer Accounts, Search, and Recommendations. That breadth helps ensure wishlist actions are consistent across the shopping journey.

Webkul’s compatibility is much narrower in the provided data. Stores should confirm specific compatibility before purchase if they rely on a more complex app stack.

Setup, Customization & Design

Onboarding and customization

Swish highlights free setup and customization across all plans, with white-glove onboarding and a dedicated account manager for Shopify Plus. That suggests merchants receive theme matching, placement advice, and possibly custom CSS or Liquid adjustments.

Webkul does not advertise onboarding services; implementation will likely require the merchant or developer to handle theme integration.

• Decision point:
  • Choose Swish if a consistent, store-native look and minimal internal effort are priorities.
  • Choose Webkul if the store has in-house dev resources and wants a low-cost baseline.

Visual customization and UX

Swish markets full customization to match a store’s aesthetic and support for all themes. That supports conversion because UI parity reduces cognitive load for shoppers.

Webkul offers several wishlist icons and category support, but design parity is not emphasized. Merchants should expect to spend more time on styling to achieve a seamless look.

Support & Documentation

Support access and responsiveness

Swish’s plans include free setup and, for Plus customers, a dedicated account manager and priority support. The 272 reviews with a 5-star average indicate many merchants report positive experiences with the product and support.

Webkul’s review base is tiny (2 reviews), so it’s hard to generalize support experience. Webkul’s lower price point typically correlates with minimal managed onboarding.

• Practical notes:
  • Merchants that require fast, reliable support and consultative onboarding will likely prefer Swish.
  • Cost-conscious merchants willing to troubleshoot can opt for Webkul.

Documentation, developer resources, and APIs

Swish’s compatibility claims (Hydrogen, headless) suggest a more complete developer offering and documentation set. That can make advanced customizations more predictable.

Webkul provides the essentials but may not have deep developer docs for advanced flows. If an app needs to emit events to a custom middleware, expect additional engineering.

Analytics, Reporting & Business Value

Data available to the merchant

Swish touts "advanced analytics and wishlist curation"—that includes identifying the most wished-for items, conversion impact, and likely integration with GA4 for deeper analysis.

Webkul allows store owners to track wishlist data and send reminders, but it does not emphasize analytics depth.

• Impact on strategy:
  • Analytics drive prioritization: merchants can use wishlist data to guide inventory buys, pre-orders, and targeted remarketing. Swish provides stronger tools here.
  • Webkul captures functional wishlist data, but merchants will need to export or build custom reports to extract the same business intelligence.

Performance, Scalability & Security

Scalability for large catalogs and high traffic

Swish is positioned for brands "with ambition" and includes support for Plus, Hydrogen, and headless stacks—features associated with scale and performance. Dedicated setups and account management reduce the chance of scaling problems.

Webkul’s lightweight model is suitable for small catalogs and low-to-moderate traffic. It may be less tested under enterprise load.

Data policies and customer accounts

Webkul requires login to access wishlists, which can simplify tying wishlist behavior to customer records—useful for certain privacy or personalization strategies.

Swish supports both sessions and customer accounts and integrates with analytics platforms. For privacy and compliance, having integration with GA4 and the ability to manage data flows is an advantage.

Merchant Fit: Which App Is Best For Which Store

Swish is well suited for:

• Mid-market to enterprise brands that want a polished wishlist experience with onboarding.
• Stores using Klaviyo, GA4, or Meta for remarketing who want wishlist events integrated.
• Shopify Plus merchants or stores using Hydrogen/headless that require dedicated support.
• Merchants who prefer to minimize internal engineering time and get a full-service setup.

Webkul Product Wishlist is well suited for:

• Small merchants on tight monthly budgets who need basic wishlist functionality.
• Stores that want wishlist categories and are comfortable with login-required flows.
• Merchants who can manage theme customizations and prefer to DIY setup.

Pros and Cons Summary

Swish (formerly Wishlist King)

Pros:

• High rating with 272 reviews indicates broad merchant satisfaction
• Free setup and customization across plans
• Strong integrations (Klaviyo, GA4, Meta)
• Headless and Shopify Plus support
• Unlimited wishlists and sessions

Cons:

• Higher monthly price than simple wishlist apps
• Single-purpose app—adds another tool to the retention stack

Webkul Product Wishlist

Pros:

• Low starting price ($7/month)
• Wishlist categories and reminder emails
• Simple and lightweight installation

Cons:

• Very small review base (2 reviews) — limited social proof
• Requires customer login, which can reduce adoption
• Limited integrations and onboarding support
• Not clearly positioned for headless or high-growth stores

Migration & Implementation Considerations

When switching wishlist solutions or adding one for the first time, merchants should consider these practical checkpoints:

• Data mapping: ensure wishlist item data and customer associations carry over, or decide if a fresh start is acceptable.
• Event tracking: confirm which wishlist actions need to be sent to analytics/ESP and whether native integrations exist.
• Theme parity: validate design options and test on mobile and desktop before launch.
• Account vs. session handling: choose whether wishlists should persist for guests or require logins.
• Communication strategy: plan reminder and re-engagement flows that leverage wishlist signals.

Both Swish and Webkul will require testing in a staging environment to validate integrations, but Swish’s free onboarding reduces friction for merchants without dedicated developers.

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

The problem: app fatigue and fragmented retention

Merchants often add single-purpose tools one at a time—wishlists here, loyalty programs there, referral tools over there. That results in:

• Duplicated customer data across apps
• Numerous integrations to maintain
• Increased monthly spend and overlapping features
• Poorer measurement because events are scattered

This phenomenon, sometimes called "app fatigue," makes it harder to optimize lifetime value and retention. Instead of stacking single-function apps, many stores benefit from consolidating a small number of multifunctional tools that share data and strategy.

The "More Growth, Less Stack" approach

A more strategic approach is to consolidate retention capabilities into a single platform that covers the main levers of retention: loyalty, referrals, reviews, and wishlists. Consolidation reduces integration overhead and improves the ability to run consistent cross-channel campaigns based on unified customer behavior.

Growave presents that consolidated model under the "More Growth, Less Stack" concept. It bundles loyalty, referrals, reviews, and wishlist functionality into a single platform, reducing the number of individual contracts and integration points merchants must manage.

• What consolidation delivers:
  • Unified customer profiles that combine wishlist signals with loyalty and review activity
  • Easier cross-sell and repeat-purchase campaigns using a single source of truth
  • Simpler billing and fewer vendor relationships to manage

How Growave addresses the limits of single-purpose apps

Growave combines several retention tools in one platform. This allows merchants to:

• Build and manage loyalty and rewards that drive repeat purchases without adding a separate loyalty app.
• Collect and showcase authentic reviews and use UGC to increase conversion in the same platform that manages wishlists and rewards.
• Configure referral programs, VIP tiers, and wishlist-driven campaigns all within one account, reducing the need to wire events across multiple third-party systems.

Those combined capabilities mean wishlist signals can be used directly in loyalty campaigns or to trigger review requests—workflows that usually require custom integrations between standalone apps.

Integration benefits and technical fit

Growave integrates with common commerce and marketing tools so merchants can maintain their existing flows while consolidating retention features:

• Enterprise and Plus support: solutions for high-growth merchants and solutions for high-growth Plus brands ensure Growave can scale with traffic and headless architectures.
• Marketing ecosystem compatibility: the platform supports connections with Klaviyo, Omnisend, Gorgias, Recharge, and more, which enables cross-tool campaigns using a unified event stream.
• Multi-channel compatibility: works with Checkout, Shopify POS, customer accounts, and popular page builders so wishlists and rewards appear consistently across touchpoints.

Practical outcomes merchants can expect

Consolidating wishlist, loyalty, and reviews into a single platform reduces complexity and can improve key metrics:

• Higher conversion from wishlists due to combined loyalty incentives or automated cross-channel notifications
• Improved customer lifetime value because loyalty programs can be activated using wishlist behavior
• Faster experimentation since workflows are created inside one system rather than across multiple vendors

Merchants interested in exploring this approach can compare plans and features to determine if consolidation is the most cost-effective path. One useful step is to consolidate retention features into a single subscription and evaluate the combined ROI against multiple single-purpose apps.

How Growave’s building blocks map to wishlist needs

• Wishlist: persistent, shareable wishlists that tie directly to loyalty and referral logic.
• Loyalty & Rewards: customizable programs that reward actions beyond purchases (e.g., saving items to a wishlist).
• Reviews & UGC: integrated review requests after wishlist conversions and post-purchase flows.
• Referrals and VIP Tiers: use wishlist signals to qualify customers for VIP segments and targeted referral campaigns.

These capabilities allow merchants to treat wishlist interactions as part of a broader retention funnel, rather than an isolated feature.

See Growave in action

Merchants that want to understand whether consolidation reduces overhead and increases retention can do two practical things:

• Install an integrated retention suite from the Shopify App Store to trial core features quickly.
• Consolidate retention features and test cross-feature workflows, such as awarding loyalty points for wishlist activity and sending review requests after wishlist conversions.

If a merchant would like a guided walkthrough of how these pieces fit together, it is helpful to take the next step and book a personalized demo to see how an integrated retention stack accelerates growth.

(Note: the sentence above is the first Hard CTA in this article.)

Cost comparison perspective

Consolidation can change the economics of retention technology:

• Two or three single-purpose apps each charging monthly fees can quickly exceed the cost of a single integrated platform that combines the same capabilities.
• The real cost also includes time for integrations, maintenance, and data reconciliation—areas where an integrated platform reduces ongoing labor.

Merchants should model both direct subscription costs and indirect engineering/support costs when choosing between single-purpose apps and consolidated platforms. For a transparent comparison of plans and their limits, visit the pricing page to consolidate retention features.

Final Recommendation: When to Pick Each Option

• Choose Swish if:
  • The store needs a professional wishlist experience, free setup, and strong native integrations (Klaviyo, GA4).
  • The brand expects to scale into Shopify Plus or is using Hydrogen/headless.
  • Reducing developer time and ensuring design parity are priorities.
• Choose Webkul Product Wishlist if:
  • The merchant needs a minimal wishlist feature at the lowest monthly cost.
  • The store can tolerate login-required wishlists and handle styling and setup internally.
  • Integrations and analytics are not critical at the present stage.
• Choose an all-in-one platform like Growave if:
  • The objective is to increase retention and LTV while reducing the number of apps.
  • The merchant wants wishlist signals to power loyalty, referrals, and review flows without stitching multiple tools together.
  • The store prefers fewer vendor relationships and a single place to manage retention strategies.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Webkul Product Wishlist, the decision comes down to capability versus simplicity. Swish offers a polished, integration-rich wishlist experience with free onboarding and scale-ready features; Webkul provides the most basic wishlist capabilities at a low monthly entry price but with limited integrations and onboarding. Both apps have their place depending on merchant priorities.

For merchants who want to reduce tool sprawl and convert wishlist behavior into reliable retention lift, an integrated platform can deliver stronger long-term value. Consider consolidating loyalty, wishlist, reviews, and referrals into a single suite to simplify management and unlock cross-feature campaigns that improve repeat purchases. Review Growave plans and compare the economics of fewer integrated tools versus multiple single-purpose apps by visiting the pricing page to consolidate retention features. Merchants can also install an integrated retention suite to test core capabilities directly in their store.

Start a 14-day free trial to explore how a unified retention stack reduces app fatigue and accelerates growth. (Hard CTA)

FAQ

What are the most important differences between Swish and Webkul Product Wishlist?

• Swish emphasizes full customization, free setup, headless and Plus support, and native integrations with analytics and ESPs. It has 272 reviews and a 5-star rating. Webkul is a very low-cost, basic wishlist solution that supports categories and reminder emails but has a much smaller review base (2 reviews) and fewer native integrations.

Can Webkul handle advanced integrations like Klaviyo or GA4?

• Based on the available information, Webkul does not advertise native Klaviyo or GA4 integrations. Merchants requiring that level of automation will likely need custom work or prefer a solution with built-in connectors like Swish.

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

• An integrated platform reduces the number of vendors, consolidates customer signals, and enables cross-feature workflows (e.g., awarding points for wishlist actions). This reduces integration overhead and often provides better long-term value for merchants focused on retention. For a closer look at how loyalty, wishlist, and reviews work together, merchants can explore how to collect and showcase authentic reviews and build loyalty and rewards that drive repeat purchases within one platform.

If a store is small and on a tight budget, is Webkul a reasonable starting point?

• Yes. Webkul is reasonable for small merchants who need baseline wishlist functionality and can handle the work required for theme integration and limited automation. However, merchants should consider the long-term cost of adding additional single-purpose apps versus consolidating to an integrated platform as they scale.

If more hands-on help is needed, how can merchants explore consolidated retention options?

• For a hands-on walkthrough, merchants can install an integrated retention suite to trial features inside Shopify or consolidate retention features on Growave to compare plans and start experimenting with cross-feature workflows.