Swish (Wishlist King) vs. Wishlist Power: In-Depth Comparison

Introduction

Choosing the right Shopify apps can significantly impact a store's operational efficiency, customer experience, and ultimately, its revenue. Many merchants find themselves navigating a crowded marketplace, trying to discern which tools genuinely deliver value and integrate seamlessly into their existing ecosystem. Wishlist functionality, in particular, is a powerful driver of customer engagement and deferred conversions, making the selection of a robust wishlist app a strategic decision.

Short answer: Swish (formerly Wishlist King) provides a comprehensive, feature-rich wishlist experience with a strong focus on customization and white-glove setup, suitable for growing and enterprise-level stores. Wishlist Power offers a more tiered approach, starting with a free plan for basic needs and scaling to more advanced features, appealing to budget-conscious or smaller stores looking to test the waters. Ultimately, considering an integrated platform might reduce operational overhead and provide a more unified customer journey.

This analysis aims to provide a detailed, feature-by-feature comparison of Swish (formerly Wishlist King) and Wishlist Power. The objective is to equip merchants with the insights needed to make an informed decision, aligning their app choice with specific business goals, budget constraints, and technical requirements. The subsequent sections will break down their offerings, allowing a clearer understanding of each app's strengths and ideal use cases.

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

Deep Dive Comparison

Core Features and Workflows

Understanding the fundamental capabilities of each app is crucial for evaluating its fit within a merchant's operational framework. Both Swish and Wishlist Power aim to provide robust wishlist functionality, but they approach feature sets with slightly different philosophies.

Swish (formerly Wishlist King)

Swish emphasizes a feature-rich, highly customizable solution designed to integrate deeply into the customer journey. Its core workflows are built around empowering shoppers to curate lists of desired products and enabling merchants to act on that intent.

Key features include:

• Customer Wishlist Creation: Allows shoppers to add items to a wishlist at any point in their browsing experience. This seamless integration aims to prevent lost interest and capture intent, even if a purchase isn't immediate.
• Advanced Analytics and Curation: Merchants gain insights into which products are most frequently wishlisted, allowing for data-driven merchandising, inventory planning, and targeted marketing campaigns. This data can inform future product development and promotional strategies.
• Personalized + Automated Wishlist Notifications: A critical conversion driver, Swish supports automated notifications for wishlisted items, such as back-in-stock alerts, price drop notifications, or reminders. This proactive engagement helps move customers from interest to purchase at opportune moments.
• Unlimited Wishlists & Saved Items/Sessions: Across all paid plans, Swish provides unlimited capacity for customers to create wishlists and save items, ensuring no limitations on customer engagement regardless of store size or customer volume.

Wishlist Power

Wishlist Power focuses on providing an accessible and adaptable wishlist experience, starting with essential features and scaling up to more advanced options. Its design philosophy centers on easy integration and developer flexibility.

Key features include:

• Effortless Wishlist Creation and Management: Customers can easily create, manage, and share their wishlists, fostering a personalized shopping experience. The emphasis is on user-friendliness and visual integration with the existing theme.
• Theme Adaptability and Customization: The app is designed for no-code installation and allows merchants to customize colors and spacing to match their store's branding seamlessly. This ensures a consistent aesthetic without requiring developer intervention for basic styling.
• Unique Product and Customer Insights: Similar to Swish, Wishlist Power provides analytics on popular wishlisted products, helping merchants understand customer preferences and product demand.
• Wishlist Sharing: Available from the Starter plan, customers can share their wishlists, which can act as a powerful organic marketing tool, especially for gifting occasions or social sharing.
• Developer-Friendly APIs: For stores with specific needs or developer resources, Wishlist Power offers powerful APIs to create highly customized wishlist experiences, providing a level of control beyond standard configurations. This is a significant advantage for those looking for bespoke integrations.

Customization and Control

The ability to tailor an app's appearance and functionality to a brand's specific needs is often a deciding factor for merchants. Both apps offer various degrees of customization.

Swish (formerly Wishlist King)

Swish positions itself with a strong emphasis on complete customization, backed by a significant service offering.

• Free Setup & Customization Service: A unique selling proposition across all Swish plans is the provision of a free setup and customization service. This ensures the app integrates flawlessly with any theme and aligns perfectly with the store's aesthetic and functional requirements, without the merchant needing to handle the technical details. This can be particularly valuable for stores with custom themes or complex branding guidelines.
• Seamless Theme Integration: The description highlights integration with all themes, designed to match the store's aesthetic. This is reinforced by the free customization service, which takes the burden off the merchant.
• Hydrogen & Headless Stacks Support: For Shopify Plus merchants, Swish explicitly supports Hydrogen and headless commerce architectures, indicating readiness for modern, highly customized storefronts. This demonstrates a commitment to advanced technical needs.

Wishlist Power

Wishlist Power offers a more self-service approach to customization, with options for both no-code visual adjustments and developer-level control.

• No-Code Install and Visual Adaptation: The app is built to adapt visually to most popular themes, offering options to customize colors and spacing directly within the app interface. This empowers merchants without technical expertise to maintain brand consistency.
• Powerful APIs for Custom Experiences: For merchants requiring deeper customization or unique front-end integrations, Wishlist Power provides access to JavaScript APIs. This allows developers to build entirely custom wishlist components or integrate wishlist functionality into bespoke elements of the store. This flexibility caters to stores with in-house development teams or those working with agencies.
• User Interface Flexibility: While specifics are not detailed, the mention of "adapting visually" and "customizing colors and spacing" suggests a good level of control over the visual presentation within typical theme structures.

Pricing Structure and Value for Money

Pricing is a critical consideration for any app, and both Swish and Wishlist Power employ different models, reflecting their target audiences and feature sets.

Swish (formerly Wishlist King)

Swish's pricing structure is tied directly to the merchant's current Shopify plan, offering all features across its tiers but scaling the monthly cost.

• Basic Shopify Plan: $19 / month. Includes all features, free setup and onboarding, unlimited wishlists, saved items, and sessions.
• Shopify Plan: $29 / month. Same features as the Basic Shopify plan, but for stores on the standard Shopify plan.
• Advanced Shopify Plan: $49 / month. Includes all features, free setup and onboarding, unlimited wishlists, saved items, and sessions.
• Shopify Plus Plan: $99 / month. Offers Shopify Plus exclusives such as free white-glove onboarding, priority support, a dedicated account manager, and support for Hydrogen & headless stacks.

Value Proposition: Swish offers unlimited usage across all its paid plans, which is a strong value proposition for growing stores with high customer engagement. The inclusion of a free setup and customization service across all plans adds significant value, potentially offsetting the lack of a free entry tier. For Shopify Plus stores, the dedicated support and headless commerce compatibility at $99/month positions it as a premium, full-service solution.

Wishlist Power

Wishlist Power offers a tiered pricing model based on monthly wishlist item limits and feature access, including a free entry point.

• Free Plan: Free. Provides essential features, easy wishlist setup, and a limit of 100 wishlist items per month. This is an excellent starting point for new or very small stores to test the functionality.
• Starter Plan: $15.99 / month. Includes wishlist sharing, the option to force customer login for wishlist use, and an increased limit of 5,000 wishlist items per month. This plan is suitable for small to medium-sized businesses looking for more robust engagement features.
• Advanced Plan: $39.99 / month. Builds on the Starter plan by adding Pixel integrations (GA4 and TikTok) and further increasing the limit to 15,000 wishlist items per month. This tier caters to stores that require deeper analytics and advertising retargeting capabilities.
• Pro Plan: $69.99 / month. The top tier, including all Advanced plan features plus Klaviyo and Shopify Flow integration, along with JavaScript API access. The item limit increases to 30,000 per month. This plan is designed for larger, more sophisticated stores that leverage advanced marketing automation and custom development.

Value Proposition: Wishlist Power's free plan provides an accessible entry point, allowing merchants to implement basic wishlist functionality without initial investment. The tiered structure means merchants only pay for the features and capacity they need, making it a flexible option. However, merchants need to monitor their "wishlist item" count carefully, as exceeding limits would necessitate an upgrade, which could become costly for high-volume stores if not managed. The Pro plan's inclusion of Klaviyo and Shopify Flow integrations, combined with API access, offers good value for advanced marketing and automation.

Integrations and “Works With” Fit

Effective app integrations are vital for creating a cohesive tech stack and automating workflows. Both apps offer integrations that extend their utility beyond basic wishlist functions.

Swish (formerly Wishlist King)

Swish focuses on integrating with core Shopify components and major marketing platforms.

• Shopify Ecosystem: Explicitly works with Checkout, Hydrogen, Markets, and Customer Accounts. This ensures fundamental compatibility with Shopify's evolving platform and features like multi-currency support and customer account management.
• Marketing & Analytics: Integrates out of the box with Klaviyo, GA4, and Meta (presumably Facebook/Instagram for retargeting). These are critical integrations for merchants looking to leverage wishlist data for targeted email campaigns, robust analytics, and precise ad targeting.
• Recommendations: The "Works With" list also includes Search and Recommendations, suggesting potential synergies with Shopify's native recommendation features or third-party search solutions.

Wishlist Power

Wishlist Power's integrations are tiered, with more advanced options available on higher plans, and a strong emphasis on developer tools.

• Shopify Ecosystem: Works with Checkout, Shopify POS, and Shopify Flow. Compatibility with Shopify POS suggests potential for an omnichannel experience where wishlists might be accessible or influenced by in-store interactions. Shopify Flow integration allows for sophisticated automation based on wishlist events (e.g., triggering flows when an item is added or removed).
• Marketing & Analytics (Tiered):
  • Advanced Plan: Includes Pixels integrations (GA4 and TikTok), enabling advanced analytics and retargeting through these popular advertising platforms.
  • Pro Plan: Adds Klaviyo integration, allowing merchants to connect wishlist activity with their email marketing automation platform, and further enhances Shopify Flow capabilities.
• Developer APIs: The JavaScript API access on the Pro plan offers significant integration flexibility for custom development, allowing merchants to connect wishlist data and functionality with virtually any other system through custom code.

Analytics and Reporting

Understanding customer behavior within the wishlist context is crucial for optimizing product offerings and marketing efforts.

Swish (formerly Wishlist King)

Swish explicitly highlights its analytical capabilities as a core strength.

• Advanced Analytics and Wishlist Curation: The app description mentions gaining "meaningful insights with advanced analytics and wishlist curation." This implies dashboards or reports that provide data on popular wishlisted items, customer segments using wishlists, and potentially the conversion rates from wishlists. While specific reports are not detailed, the emphasis on "meaningful insights" suggests actionable data.
• GA4 Integration: Direct integration with Google Analytics 4 allows merchants to funnel wishlist events into their broader web analytics strategy, enabling more sophisticated tracking and analysis of customer journeys.

Wishlist Power

Wishlist Power also emphasizes providing insights, with its advanced tiers offering specific pixel integrations for analytics.

• Unique Product and Customer Insights: The app promises to help merchants "gain unique insights about your products and customers." This typically includes data on which products are wishlisted most often, helping to identify popular items and potential demand.
• Pixels Integrations (GA4 and TikTok): Available from the Advanced plan, these integrations allow merchants to feed wishlist data directly into Google Analytics 4 for comprehensive web analytics and into TikTok Pixel for targeted advertising and performance tracking. This provides strong analytical capabilities for marketing and retargeting.

Neither app specifies the exact dashboards or pre-built reports. However, both clearly articulate the capability to provide insights, with Swish emphasizing its "advanced analytics" and Wishlist Power detailing specific pixel integrations for robust data collection.

Customer Support Expectations and Reliability Cues

The quality of customer support and the perceived reliability of an app are often reflected in its reviews and developer commitment.

Swish (formerly Wishlist King)

With 272 reviews and a perfect 5.0 rating, Swish demonstrates a high level of customer satisfaction and perceived reliability.

• Free Setup and Onboarding: Available on all plans, this service not only helps with technical integration but also acts as a proactive support mechanism, ensuring merchants get started correctly.
• Dedicated Support for Shopify Plus: For Shopify Plus merchants, Swish offers priority support and a dedicated account manager, indicating a premium level of service for high-value clients. This suggests a structured and responsive support system.
• Developer Commitment: The developer "Swish" is directly tied to the app name, suggesting a focused commitment to this specific product. The rebranding from "Wishlist King" to "Swish" while maintaining the "same great team and product" implies ongoing development and support.

Wishlist Power

Wishlist Power has 18 reviews and a 4.8 rating, which, while positive, represents a smaller sample size compared to Swish.

• Developer Reputation: Developed by "Maestrooo," a developer known for popular themes, which might lend credibility to the app's quality and maintenance.
• No specific support tiers are outlined in the public description, implying standard support channels for all users. However, the smaller number of reviews makes it harder to assess long-term support responsiveness or the depth of technical assistance provided.
• Regular Updates: The mention of "developer-friendly tools" and "powerful APIs" implies ongoing maintenance and development, catering to a dynamic Shopify ecosystem.

Based on review volume and rating, Swish presents a more established track record of customer satisfaction. Swish's explicit support commitments, especially for Shopify Plus, also indicate a more structured support offering.

Performance, Compatibility, and Operational Overhead

Considering how an app performs, its compatibility with different Shopify environments, and the total operational overhead it introduces is essential for long-term store health.

Swish (formerly Wishlist King)

Swish is built to be a robust solution for a wide range of Shopify stores, from basic to enterprise.

• Broad Compatibility: "Integrates with all themes to seamlessly match your stores aesthetic" highlights its broad compatibility.
• Shopify Plus Readiness: Explicit support for Hydrogen & headless stacks, plus dedicated Plus-exclusive features, demonstrates its readiness for high-performance, complex enterprise environments.
• Unlimited Capacity: Offering unlimited wishlists, saved items, and sessions across all paid plans means merchants do not need to worry about the app becoming a bottleneck as their store grows in customer base or product catalog.
• Free Setup Service: The free setup and customization service significantly reduces operational overhead during the initial installation phase, as the developer ensures smooth integration.

Wishlist Power

Wishlist Power focuses on ease of installation and visual adaptability, with an eye towards developer flexibility for more complex needs.

• Easy, No-Code Install: This minimizes initial setup time and technical overhead for most merchants.
• Theme Adaptation: Designed to visually adapt to popular themes, suggesting a focus on maintaining store performance by avoiding heavy custom code injections for styling.
• Device Responsiveness: The app is designed to "ensure an exceptional shopping experience on every device," indicating a focus on performance and usability across various platforms.
• Tiered Item Limits: The reliance on monthly "wishlist item" limits could introduce a management overhead. Merchants must monitor these limits to avoid unexpected functionality reductions or forced upgrades, which could add to operational planning.
• API Access for Customization: While beneficial for advanced stores, leveraging the JavaScript API requires developer resources, which can increase operational overhead if not managed internally.

Overall, Swish's unlimited capacity and white-glove setup reduce ongoing operational concerns related to scaling and integration for merchants. Wishlist Power offers flexibility, but its tiered item limits and reliance on developer resources for full customization could introduce management considerations for some stores.

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

Merchants frequently face a challenge commonly known as "app fatigue." This phenomenon arises from the accumulation of numerous single-function apps, each addressing a specific need like wishlists, loyalty programs, or customer reviews. While these specialized tools can be powerful individually, their combined effect often leads to significant operational friction. The symptoms include tool sprawl, where managing dozens of separate dashboards becomes a time sink; fragmented customer data spread across disparate systems; inconsistent customer experiences due to varying app interfaces; and escalating costs as subscription fees stack up. This disjointed approach can make it difficult to get a holistic view of customer engagement and create a seamless brand experience.

An integrated platform like Growave offers a strategic alternative, embracing a "More Growth, Less Stack" philosophy. Instead of adding another single-purpose app, Growave combines essential retention and engagement tools into one unified solution. This approach directly addresses app fatigue by consolidating functionalities such as loyalty points and rewards designed to lift repeat purchases, collecting and showcasing authentic customer reviews, referrals, and wishlist management, alongside VIP tiers and incentives for high-intent customers.

By bringing these critical functions under one roof, Growave helps merchants overcome the common pitfalls of app sprawl. Customer data, for example, is centralized, providing a clearer view of customer behavior across different touchpoints. This unified data empowers more effective marketing and personalization, leading to better outcomes for loyalty programs that keep customers coming back and social proof that supports conversion and AOV. An integrated platform also typically offers a more consistent user interface for both merchants and customers, reducing training time and improving overall experience. If consolidating tools is a priority, start by a clearer view of total retention-stack costs. This can simplify your tech stack and streamline operations significantly.

Growave’s integrated approach extends to its capabilities designed for Shopify Plus scaling needs, which are critical for high-growth stores. These features align with enterprise retention requirements by supporting advanced storefronts and checkout requirements, and also include sophisticated options for loyalty points and rewards designed to lift repeat purchases and collecting and showcasing authentic customer reviews. Merchants can manage their entire retention strategy from a single dashboard, which notually saves time but also often results in a lower total cost of ownership compared to managing multiple separate subscriptions and their associated integration challenges. Furthermore, reviewing the Shopify App Store listing merchants install from can quickly illustrate the value of an all-in-one solution for merchants of all sizes. By choosing a comprehensive platform, businesses can focus more on strategy and less on managing a complex app ecosystem, ensuring their retention programs are robust and scalable.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Wishlist Power, the decision comes down to balancing budget, customization needs, and existing store maturity. Swish excels as a robust, full-service wishlist solution, particularly for growing and Shopify Plus stores that prioritize extensive customization, dedicated setup support, and deep integrations with marketing platforms like Klaviyo and GA4. Its unlimited usage across all paid tiers and white-glove onboarding service represent significant value for businesses seeking a premium, hands-off implementation. Merchants who value a perfect 5.0 rating across a substantial 272 reviews will find Swish a reliable choice for driving customer engagement.

Conversely, Wishlist Power offers a flexible, tiered approach that includes a free entry plan, making it highly accessible for new or smaller stores looking to implement basic wishlist functionality without immediate investment. Its strength lies in its easy, no-code theme adaptability and developer-friendly APIs for those who require custom experiences on higher plans. The tiered pricing, based on wishlist item limits, allows for a scalable solution, though merchants will need to monitor their usage closely. Wishlist Power, with its 18 reviews averaging 4.8 stars, is well-suited for merchants who prefer a phased feature rollout and potentially lower starting costs, with room to grow into more advanced integrations like Klaviyo and Shopify Flow.

While both Swish and Wishlist Power capably address wishlist needs, the broader strategic landscape of e-commerce often reveals the hidden costs and complexities of fragmented app stacks. Relying on multiple single-function apps, even excellent ones, can lead to inefficiencies, data silos, and increased operational overhead. For merchants aiming for sustainable growth, improving customer lifetime value, and streamlining their operations, considering a comprehensive, all-in-one retention platform becomes a compelling alternative. Such platforms, like Growave, integrate loyalty, reviews, referrals, and wishlists into a single system, offering a clearer view of total retention-stack costs and enabling a more cohesive customer journey. This integrated approach reduces tool sprawl, simplifies management, and ensures that customer engagement efforts are synchronized across various touchpoints. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

What are the main differences between Swish (formerly Wishlist King) and Wishlist Power?

The primary differences lie in their pricing models, customization services, and target audiences. Swish offers a single, feature-rich set across all paid plans, with pricing based on your Shopify plan, and includes a free setup and customization service. It targets larger or growing stores, especially those on Shopify Plus, with unlimited wishlist capacity. Wishlist Power offers a free plan and tiered pricing based on monthly wishlist item limits and feature access, appealing to smaller stores or those seeking a flexible entry point. It focuses on easy visual adaptation and offers developer APIs for advanced customization.

Which app is better for a new or small Shopify store?

For a new or small Shopify store, Wishlist Power may offer a better entry point due to its free plan. This allows merchants to implement essential wishlist functionality without an upfront subscription cost, and they can upgrade to higher tiers as their business and needs grow. Swish's pricing starts at $19/month, which might be a higher initial commitment for very small businesses.

Does either app support Shopify Plus stores?

Yes, both apps support Shopify Plus stores, though with different offerings. Swish has a dedicated Shopify Plus plan at $99/month, which includes exclusive features like white-glove onboarding, priority support, a dedicated account manager, and support for Hydrogen & headless stacks, indicating a premium, tailored experience. Wishlist Power's Pro plan ($69.99/month) includes Klaviyo and Shopify Flow integration, along with JavaScript API access, which can also cater to the advanced needs of Shopify Plus merchants who have development resources.

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

An all-in-one platform, such as Growave, consolidates multiple customer retention and engagement features (like wishlists, loyalty programs, reviews, referrals) into a single app. This contrasts with specialized apps like Swish or Wishlist Power, which focus solely on wishlists. The advantage of an all-in-one solution is reduced app fatigue, a unified customer data profile, more consistent branding across different features, and often a lower total cost of ownership by avoiding multiple subscriptions and integration complexities. It simplifies managing your tech stack and can offer a more holistic view of customer behavior across different engagement touchpoints.