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

Introduction

Choosing the right wishlist app is a deceptively high-impact decision for Shopify merchants. Wishlists are not just nice-to-have features; they influence on-site engagement, email remarketing, purchase timing, and long-term customer value. With many options available, merchants must balance feature depth, integrations, cost-effectiveness, and how a new tool will fit into an existing marketing stack.

Short answer: Swish (formerly Wishlist King) is a feature-rich wishlist tool aimed at merchants that want a highly polished, fully supported wishlist experience with strong out-of-the-box integrations and a white-glove setup. Wishlist Power is a lighter, developer-friendly option that suits stores looking for no-code installs with developer APIs and tiered usage limits. For merchants trying to avoid platform bloat, a single integrated retention suite can deliver better value for money than stacking several single-purpose apps.

This article provides a thorough, feature-by-feature comparison of Swish (formerly Wishlist King) and Wishlist Power to help merchants choose the best fit for their store. The comparison focuses on practical outcomes—conversion lift, improved retention, integration reliability, and total cost of ownership—so merchants can make a decision aligned with growth goals.

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

Feature-by-Feature Deep Dive

Core Wishlist Functionality

Swish (formerly Wishlist King)

Swish treats the wishlist as a first-class customer touchpoint. Its core feature set includes unlimited wishlists and saved items, persistent wishlists across sessions, and wishlist curation tools that allow merchants to surface popular items or bundle wishlist behavior into campaigns. The app emphasizes personalised, automated wishlist notifications—meaning merchants can trigger outreach when items go on sale, restock, or when a customer revisits a wishlist.

This approach aims to convert intent into action by intercepting moments when a shopper is most likely to convert. The free setup and customisation service is a notable differentiator; Swish will often handle theme matching, placement, and styling, reducing internal development time.

Key capabilities:

• Unlimited wishlists & saved items
• Persistent sessions across devices (via customer accounts)
• Automated, personalised notifications for price drops, restocks, and reminders
• Out-of-the-box integrations with Klaviyo, GA4, and Meta for tracking and remarketing

Wishlist Power

Wishlist Power focuses on delivering a lightweight wishlist that is easy to install and adapt visually to match a store’s theme. It provides core wishlist features—save to wishlist, share wishlists, and mobile responsiveness—while also offering developer APIs and pixel-level integrations on higher tiers.

The product is designed for stores that want a no-code starting point but plan to extend functionality through custom development or require granular control of wishlist behavior via JavaScript APIs. The tiered item limits (e.g., 100 items/month on free plan up to 30,000 on Pro) reflect a usage-based approach suitable for stores with variable wishlist activity.

Key capabilities:

• No-code install with theme styling options
• Shareable wishlists and optional forced login
• Developer APIs and JavaScript access on higher plans
• Pixel integrations (GA4, TikTok) on Advanced plan and Klaviyo/Shopify Flow on Pro plan

Customization and UX

Visual consistency and theme matching

Swish offers a free setup and customisation service across all plans, which reduces risk for merchants who lack in-house theme expertise. The promise of integration with “all themes” and manual setup means Swish will typically match the store’s aesthetic and UX conventions rather than forcing merchants into a default widget style.

Wishlist Power provides theme-adaptation options out of the box and allows merchants to customize colors and spacing without code. For stores with simple needs, this is usually sufficient. For stores that require deep visual integration or specific interaction patterns (e.g., custom drawer behavior, product variant support inside wishlists), developer work is likely required using Wishlist Power’s APIs.

Practical takeaway:

• Choose Swish if visual polish with minimal development time is a priority.
• Choose Wishlist Power if visual customization can be handled via the app’s editor or by internal developers.

Interaction patterns and mobile UX

Both apps prioritize responsive behavior. Swish’s focus on persistent sessions and saved items aims to provide a consistent experience across mobile and desktop. Wishlist Power’s no-code install is designed to deliver a clean cross-device experience quickly, with the option to extend that experience through APIs.

Testing advice:

• Validate mobile wishlist persistence for logged-out users and ensure email capture flows integrate with wishlist actions.
• Check how each app handles product variants, collections, and multi-currency stores if those are core to the catalog.

Pricing and Value for Money

Pricing isn’t just a headline monthly fee; it’s about limits, integration costs, required development time, and the impact on lifetime value.

Swish pricing structure

Swish uses a tiered plan tied to Shopify plans rather than usage caps:

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

Swish emphasizes unlimited wishlists and included setup across all plans. The value for money argument revolves around removing technical friction and offering automation that can drive conversions, rather than restricting usage with item caps.

When to prefer Swish on cost grounds:

• Merchants that value a predictable monthly cost with no per-item caps.
• Stores that expect rapid growth in wishlist usage and want to avoid hitting usage ceilings.
• Teams without frontend engineering resources, since setup is included.

Wishlist Power pricing structure

Wishlist Power uses a freemium-to-Pro model with usage limits:

• Free: Essential features, 100 wishlist items / month
• Starter ($15.99/month): Share wishlist, force login, 5,000 wishlist items / month
• Advanced ($39.99/month): Includes pixels integrations (GA4, TikTok), 15,000 items / month
• Pro ($69.99/month): Adds Klaviyo and Shopify Flow integration, Javascript API, 30,000 items / month

This model is attractive for stores that want to start for free and scale usage predictably. However, the item cap model requires merchants to monitor wishlist volume and plan upgrades accordingly.

When to prefer Wishlist Power on cost grounds:

• Stores with low to moderate wishlist volume that want a free entry point.
• Teams that can manage theme integration in-house to avoid setup costs.
• Merchants prioritizing pay-for-usage over packaged services.

Integrations and Marketing Stack Compatibility

A wishlist is most powerful when it’s integrated with email, analytics, ads, and account systems. Integration quality determines the ability to trigger lifecycle emails, track conversions, and optimize paid media.

Swish integrations

Swish advertises out-of-the-box integrations with:

• Klaviyo (for personalised email flows based on wishlist events)
• GA4 (for wishlist analytics and audience creation)
• Meta (for dynamic ads and retargeting based on wishlist behavior)
• Works with Checkout, Hydrogen, Markets, Klaviyo, Customer Accounts, Search Recommendations

Swish’s deeper integrations enable automated playbooks—e.g., sending a price-drop email only to users who added a specific SKU to a wishlist. That capability shortens the path from intent to purchase and supports segmentation that increases LTV.

Wishlist Power integrations

Wishlist Power includes:

• Pixel integrations on Advanced plan (GA4, TikTok)
• Klaviyo and Shopify Flow on Pro plan
• Support for Shopify POS and Checkout integrations

Wishlist Power’s integration path is more modular, with higher tiers unlocking marketing integrations. For merchants that plan to use Klaviyo automation or Shopify Flow, the Pro plan brings parity with Swish’s capabilities, but often at higher marginal cost.

Integration considerations:

• If Klaviyo-driven lifecycle marketing is central, confirm which wishlist events each app surfaces and whether event payloads include product metadata.
• For ads and retargeting, ensure wishlist events are reflected in GA4 and Meta as expected.

Automation, Segmentation, and Analytics

Analytics and automation turn wishlist data into revenue. Look for the granularity of events, available attributes, and pre-built triggers.

Swish analytics & automation

Swish positions itself as offering "advanced analytics and wishlist curation." That typically includes:

• Event-level data on wishlist adds, removals, shares, and conversions
• Segmentation around wishlist items (e.g., high-value items, frequently wishlisted SKUs)
• Pre-built or supported flows for cart recovery, price drop alerts, and restock messages

The inclusion of GA4 and Klaviyo integrations out-of-the-box reduces time-to-value and helps teams run data-driven campaigns without custom event mapping.

Wishlist Power analytics & automation

Wishlist Power offers useful analytics to identify popular products and wishlist behavior, plus pixel integrations to feed GA4 and TikTok. On Pro, Klaviyo integration enables email automations; however, some merchants may need to set up event properties manually to achieve parity with Swish’s pre-configured flows.

Practical notes:

• Merchants seeking immediate automation should favour solutions with out-of-the-box Klaviyo events.
• Data hygiene is critical: confirm event naming and product metadata to avoid mis-segmented audiences.

Onboarding, Support, and Implementation Time

Swish onboarding and support

Swish includes free setup and customisation service across all plans, and the Plus plan adds white-glove onboarding and a dedicated account manager. For teams lacking developer bandwidth, that model significantly reduces time-to-launch and ensures the wishlist is implemented without breaking theme layout or interfering with critical conversion flows.

Support levels:

• Free setup and onboarding for all plans
• Priority support and dedicated account manager on Plus plan

Impact:

• Faster, lower-risk deployment with fewer internal resources required.
• Helpful for merchants who prefer vendor-handled installation rather than internal engineering.

Wishlist Power onboarding and support

Wishlist Power is built for a fast no-code install, which suits technical and non-technical users. Higher-tier plans provide developer APIs and integrations for extended use. Support tends to be more self-service with optional developer involvement for custom behaviours.

Impact:

• Quick installation for teams comfortable applying app changes.
• More internal effort may be needed to achieve deep customisation or complex automations.

Developer Friendliness and Headless Support

Swish

Swish explicitly supports Hydrogen and headless stacks on higher plans, catering to Shopify Plus merchants and brands using custom storefronts. The Plus plan includes features for headless implementation, which is crucial for stores that require high-performance, custom UX without compromising wishlist functionality.

Wishlist Power

Wishlist Power includes JavaScript API access on its Pro plan and integrates with Shopify Flow for automation. This approach gives developers the hooks needed to create tailored experiences but may require engineering resources to fully implement.

Developer guidance:

• Choose Swish if headless support is required and vendor-backed implementation is preferred.
• Choose Wishlist Power if an in-house dev team intends to build custom wishlist behaviors using APIs.

Data Ownership, Privacy, and Compliance

Both apps function within Shopify’s ecosystem and generally respect Shopify’s data handling practices, but merchants must assess how wishlist data is stored and how it flows to third-party tools.

Security and privacy checks:

• Confirm whether wishlist data is stored in the merchant’s Shopify namespace or a separate vendor database.
• Verify exportability and how user consent is captured for marketing (especially for shared wishlists and email triggers).
• Ensure integrations with analytics and email providers pass only the intended metadata and respect consent requirements for audiences.

Merchants with strict regulatory obligations (GDPR, CCPA) should validate data deletion, export, and consent flows before deployment.

Performance, Reliability, and Theme Compatibility

Any additional app introduces potential performance overhead. Evaluate:

• Render approach (server-side vs. client-side) and its impact on initial page load
• Whether the app loads scripts asynchronously and uses CDN delivery
• Reported issues around theme conflicts and whether vendor support resolves them quickly

Swish’s white-glove onboarding tends to reduce theme conflicts, while Wishlist Power’s no-code integration aims for minimal interference but relies on the merchant to validate behavior in complex themes.

Migration, Scalability, and Exit Strategy

Consider how easy it is to migrate wishlist data or to remove the app without breaking live customer experiences.

Migration factors:

• Export options for wishlist data (CSV or API)
• Ability to map wishlists to customer accounts upon migration
• Clean uninstall that removes scripts and avoids residual UI elements

Swish’s Plus support and upfront setup reduce migration friction for larger stores. Wishlist Power’s tiered model allows gradual scaling but may necessitate careful export planning when transitioning between providers.

Comparative Pros and Cons

Swish (formerly Wishlist King) — Strengths

• High rating and larger review base (5.0 from 272 reviews) indicates strong customer satisfaction.
• Unlimited wishlists and no usage caps make cost predictable for high-traffic sites.
• Free setup and customisation reduce internal development needs and speed implementation.
• Strong out-of-the-box integrations with Klaviyo, GA4, and Meta.
• Headless and Shopify Plus support with white-glove onboarding on higher tiers.

Swish — Weaknesses

• No free plan; even entry-level merchants must pay a monthly fee.
• Price tied to Shopify plan tiers may be limiting for stores with atypical growth patterns.
• Focused solely on wishlist functionality; merchants needing loyalty or reviews still require additional apps.

Wishlist Power — Strengths

• Freemium model enables low-friction testing and initial deployment.
• Developer-friendly APIs and JavaScript access on higher plans allow custom experiences.
• Clear tiered usage limits let merchants scale predictably based on wishlist item volume.
• No-code install and basic customisation work well for merchants with some in-house capability.

Wishlist Power — Weaknesses

• Smaller review base (18 reviews) offers less social proof and fewer real-world use cases to reference.
• Feature gating across tiers (e.g., Klaviyo integration only on Pro) can raise total cost as needs grow.
• Usage caps may create unpredictable upgrade points if wishlist activity spikes.
• Additional developer time may be required to reach parity with Swish’s built-in automations.

How Each App Impacts Outcomes (Retention, LTV, Conversion)

A wishlist's business value comes through better segmentation, timely marketing, and capturing intent.

• Swish helps increase conversion by triggering personalised notifications (price-drop, restock) and integrating those signals into email and ad platforms. The free setup and automation reduce time-to-impact, which can translate to incremental conversion lift and improved retention.
• Wishlist Power can provide similar outcomes where integrations and automations are configured; however, reaching those outcomes often requires a Pro plan or internal development to connect wishlist events to marketing automations.

For merchants prioritising accelerated time-to-value and predictable scale, Swish represents a lower-friction path to outcomes. For teams prioritising tight cost control and extensibility via APIs, Wishlist Power can be a good fit—if the team can execute the integration work.

Ideal Use Cases: Which App Is Best For Which Merchant?

• Swish (formerly Wishlist King) is best for:
  • Stores that want a ready-to-launch wishlist with professional theme matching.
  • Merchants that plan to use Klaviyo or Meta remarketing and value pre-configured events.
  • Shopify Plus stores or those pursuing headless architectures that need vendor support.
  • Teams without internal frontend resources who want the vendor to handle setup.
• Wishlist Power is best for:
  • Stores that want a free or low-cost entry and can accept usage limits at first.
  • Merchants with internal development capacity to expand wishlist behavior using APIs.
  • Brands that prefer a modular approach and only need wishlist functionality without white-glove onboarding.

Implementation Checklist (Before Install)

• Define outcomes: decide whether the wishlist will be used mainly for conversion, gifting, wishlist sharing, or as audience-building.
• Identify marketing integrations: determine whether Klaviyo, GA4, Meta, TikTok, or Shopify Flow are required.
• Audit theme complexity: confirm whether vendor setup is needed to avoid layout conflicts.
• Plan data flows: document how wishlist events will map to email and ad platforms, including required metadata.
• Estimate volume: measure expected wishlist item activity to choose the right pricing plan and avoid surprise upgrades.

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

Merchants often face "app fatigue"—the accumulation of single-purpose apps that each add a small monthly fee and require separate integrations, event mapping, and support touchpoints. Over time, this increases operational overhead, introduces integration fragility, and dilutes customer data across multiple systems.

An alternative approach is to reduce stack complexity by adopting a multi-feature retention platform that consolidates wishlists, loyalty, referrals, reviews, and VIP experiences. This can lower total cost of ownership, centralize customer data, and create compound impact across acquisition and retention channels.

Growave follows a "More Growth, Less Stack" philosophy designed to address these issues directly. By bundling Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP tiers, the platform aims to replace several single-purpose apps with one integrated suite.

Key benefits of consolidation:

• Unified customer data: wishlists and loyalty behavior live in the same dataset, enabling more intelligent segmentation and personalized rewards.
• Fewer vendor integrations: a single platform reduces the number of moving parts that can break during updates or migrations.
• Cohesive UX: consistent branding and account behavior across features improves customer perception and reduces friction.
• Better long-term ROI: combined programs (e.g., rewarding wishlist activity) can increase repeat purchases and LTV more efficiently than separate tools.

Merchants evaluating consolidation should examine pricing and the pathway to migration. Growave’s pricing is structured to make consolidation tangible: merchants can choose plans based on order volume and feature needs. For a closer look at how pricing aligns with consolidation goals, merchants can review options to consolidate retention features.

Growave’s Wishlist sits alongside its loyalty system, letting merchants create reward rules tied to wishlist activity. For merchants that want to build integrated loyalty programs and wishlists, this tight coupling reduces event mapping work and increases the value of both programs. Merchants can see real customer examples to evaluate fit by exploring customer stories from brands scaling retention.

Beyond wishlists and loyalty, collecting customer content amplifies trust. Merchants can collect and showcase authentic reviews and link those reviews to reward actions that encourage more reviews and UGC. Combining reviews and loyalty increases retention by turning satisfied buyers into repeat customers and advocates.

For merchants running enterprise storefronts or planning to scale on Shopify Plus, the platform includes features tailored to higher-complexity setups. To see how an integrated solution supports high-growth architectures, review the solutions for high-growth Plus brands.

Book a personalized demo to see how an integrated retention stack can replace multiple single-purpose apps. (This sentence is a hard CTA.)

Why consolidation drives performance

• Reduced integration overhead: fewer API connections to maintain and fewer event mappings to configure.
• Increased signal richness: combined actions (e.g., wishlist add + review submission) enable better scoring and targeting.
• Faster experimentation: one platform shortens the path between idea and execution for retention campaigns.

Comparing single-purpose wishlist apps to a consolidated stack:

• Single-purpose wishlist apps like Swish and Wishlist Power excel at focused wishlist features and may be the right choice when swift, low-cost deployment or very specific wishlist behavior is the sole goal.
• An integrated platform delivers compounding benefits when multiple retention levers are used in tandem—rewarding wishlist behavior, automating review requests when wishlisted items are purchased, and using referral incentives tied to wishlist shares.

For merchants ready to evaluate a single-vendor retention strategy, it’s useful to compare the cost of several standalone apps against a consolidated plan. Merchants can review detailed plan comparisons and determine what consolidation would look like financially on the pricing page to consolidate retention features.

Growave’s approach also eases implementation headaches:

• Out-of-the-box integrations with marketing platforms reduce the need for custom event wiring. Merchants can install from the Shopify App Store and connect the platform to existing martech quickly.
• The suite supports multi-language stores and multiple storefront integrations so global merchants can scale without adding fragmentation.
• A single support channel and centralized dashboard cut down the time spent managing vendor relationships.

Using reviews and loyalty together

• Reward reviews: incentivize customers to leave reviews using loyalty points, which increases review volume and builds social proof.
• Use wishlists to seed campaigns: convert wishlist items to targeted emails with rewards or limited-time discounts.
• Amplify advocacy: combine referrals with wishlist sharing to track which advocates bring in high-value customers.

Merchants should evaluate consolidation not only on monthly fees but on how combined features accelerate retention and LTV. The platform’s combined functionality can reduce the need for separate wishlist, review, and loyalty vendors—effectively lowering the hidden costs associated with integration complexity.

Merchants can explore how core retention features work together by examining the platform’s loyalty documentation and examples for loyalty and rewards that drive repeat purchases and by reviewing how reviews and UGC integrate with loyalty controls to collect and showcase authentic reviews.

For a hands-on evaluation, merchants can also install from the Shopify App Store to test the wishlist within a broader retention suite or review pricing scenarios to see how consolidation impacts monthly spend at consolidate retention features.

Practical Decision Guide: Choosing Between Swish, Wishlist Power, and an Integrated Suite

Consider these decision points:

• Prioritise speed and minimal internal resources:
  • Prefer Swish for its white-glove onboarding and out-of-the-box automations.
• Prioritise low upfront cost and developer extensibility:
  • Prefer Wishlist Power for its free tier and developer APIs.
• Prioritise reducing vendor count and compounding retention impact:
  • Consider a consolidated platform that bundles wishlist with loyalty, referrals, and reviews.

Cost planning tips:

• Calculate the total monthly cost of necessary single-purpose apps (wishlist + reviews + loyalty + referrals).
• Compare that to an integrated plan that includes those functions and evaluate likely uplift in repeat purchase rate.
• Include implementation hours; vendor setup can be monetized as developer hours avoided.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and Wishlist Power, the decision comes down to implementation preference, growth expectations, and how wishlist data will be used in the marketing stack. Swish is the stronger choice for merchants who want a polished, fully supported wishlist with unlimited usage and fast time-to-value through white-glove setup and pre-built integrations. Wishlist Power is a sensible option for merchants that require a low-cost entry point and developer-level control through APIs, provided the team can handle integrations and scaling.

For merchants aiming to minimize tool sprawl and maximize retention impact, an integrated retention platform can deliver better value for money by combining wishlists with loyalty, referrals, and reviews. Consolidation reduces integration overhead, centralizes customer data, and enables compound retention strategies that single-purpose apps struggle to coordinate. To explore how consolidation affects cost and operational complexity, review options to consolidate retention features. Merchants who want to test a unified approach can also install from the Shopify App Store to evaluate the wishlist alongside loyalty and reviews.

Start a 14-day free trial to evaluate whether a single platform can replace multiple apps and accelerate retention growth. (This sentence is a hard CTA.)

FAQ

Which app is easier to implement for a store without developers?

Swish is typically easier for stores without development resources because it includes free setup and customisation across plans. Wishlist Power offers a no-code install too, but deeper customizations or complex integrations may require developer time.

How do the two apps compare on marketing integrations (Klaviyo, GA4, Meta)?

Swish provides out-of-the-box integrations with Klaviyo and GA4 and surfaces wishlist events in ways that are ready for automation. Wishlist Power offers similar integrations but gates them behind higher-tier plans, which may increase cost as marketing requirements grow.

What should merchants consider regarding usage limits and scaling?

Wishlist Power uses item-based limits that are suitable for controlled scaling but can trigger upgrades if wishlist activity spikes. Swish offers unlimited wishlists and sessions, which simplifies planning for merchant teams expecting growth in customer engagement.

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

An all-in-one platform consolidates wishlist, loyalty, referrals, and reviews into a single dataset and dashboard. This typically reduces the number of integrations to maintain, lowers friction for cross-feature campaigns (e.g., rewarding wishlist actions), and can provide better long-term value for merchants focused on retention. Merchants can compare pricing and feature sets to consolidate retention features and evaluate a practical migration path by viewing customer stories from brands scaling retention.