SWishlist vs. Cupid ‑ Social Wishlist: An In-Depth Comparison

Introduction

Choosing the right wishlist app can feel like finding a needle in a haystack. Shopify merchants must balance features, page speed, integrations, costs, and long-term growth plans — all while avoiding app sprawl that fragments customer data and increases maintenance overhead.

Short answer: SWishlist: Simple Wishlist is an excellent choice for merchants who want a lightweight, affordable wishlist with strong basic functionality and a high user rating. Cupid ‑ Social Wishlist targets stores that need multi-wishlist support, sharing mechanics, and headless compatibility, but lacks public social proof and a low-cost entry tier. For merchants who want to reduce tool fragmentation and unlock loyalty, reviews, referrals, and wishlists from a single vendor, an integrated platform like Growave is often a better value for money.

This post provides an in-depth, feature-by-feature comparison of SWishlist: Simple Wishlist and Cupid ‑ Social Wishlist. The goal is to help merchants decide which solution fits their current needs and growth plans. After a neutral comparison, the article will explain how consolidating wishlist functionality into a broader retention stack can simplify operations and increase customer lifetime value.

SWishlist: Simple Wishlist vs. Cupid ‑ Social Wishlist: At a Glance

Feature Comparison

Core Wishlist Functionality

SWishlist: Simple Wishlist focuses on delivering a compact, easy-to-use wishlist. It supports adding favorites on product and collection pages, sharing lists with friends, and a strong degree of storefront customization to match brand styles. It explicitly markets itself as improving engagement and reducing cart abandonment by letting shoppers save favorites.

Cupid ‑ Social Wishlist emphasizes flexibility. It allows users to save items to one or multiple wishlists and supports sharing lists where recipients can purchase on behalf of the original user. It also highlights that it is headless-friendly and designed to avoid external JavaScript that could slow a site.

Key takeaways:

• SWishlist provides a polished, configurable add-to-wishlist experience geared toward non-technical merchants.
• Cupid targets use cases where shoppers maintain multiple lists (gift lists, event-based lists) and where teams need headless or no-external-JS implementations.

Sharing and Social Features

Sharing increases the commercial utility of wishlists: gift buyers, social referrals, and product discovery all benefit. Both apps support sharing, but they approach it differently.

SWishlist:

• Shareable wishlists with social links or direct URLs.
• Customizable share templates to fit storefront language and look.
• Simple sharing flows suitable for shoppers and friends.

Cupid:

• Share wishlist capability with the additional ability for recipients to purchase on behalf of the original user. This is valuable for gift registries and collaborative shopping.
• Email-based sharing in Pro tier, and Klaviyo integration to trigger flows based on wishlist activity.

If collaborative buying or gifting is a high priority, Cupid's “purchase on behalf” and email share features offer a strategic advantage. For straightforward sharing and a more controlled, brand-matched presentation, SWishlist is sufficient and easier to configure.

Multi-List Support

SWishlist offers a single wishlist with options for customization and multi-language storefronts. Cupid specifically advertises the ability for users to create multiple wishlists (e.g., “Birthday,” “Home,” “Favorites”), which is useful for shoppers who use lists for different life events.

Considerations:

• Multi-list support can increase engagement by letting shoppers segment items.
• It adds UX complexity, which may require more attention to design and onboarding.

Merchants anticipating complex shopper behavior should prefer Cupid for this functionality. For basic wishlist use, SWishlist’s single-list model will be faster to deploy and simpler to explain to customers.

Performance and Page Speed

Page speed affects conversions and SEO. Cupid markets itself as “Pagespeed Friendly, No External JS,” which signals a deliberate design to minimize third-party scripts that can slow pages. It also states headless compatibility, useful for stores using modern front-end frameworks.

SWishlist doesn’t explicitly claim a no-external-JS approach in the provided description, but it offers API compatibility and lightweight functionality. SWishlist’s lean feature set and low pricing imply a focus on simplicity, which usually correlates with good performance when implemented correctly.

Practical advice:

• If speed and headless integration are vital, Cupid is designed around those constraints.
• For most mainstream themes, SWishlist’s simple implementation and developer API will perform well.

Customization and Design Control

SWishlist emphasizes the ability to “Customize everything to perfectly match your store.” That includes styling, languages, and theme-specific setup (free setup up to 2 themes on the Free plan).

Cupid will be favored by stores that want their wishlist UI tightly integrated with a headless front end or custom storefront because of its developer-friendly stance.

If a merchant needs a plug-and-play wishlist that matches the theme without code, SWishlist’s setup options and free theme setup are valuable. If the store demands bespoke front-end behavior, Cupid’s headless friendliness and developer focus are better suited.

Analytics and Dashboard Metrics

Data visibility helps iterate on wishlist-driven campaigns. Cupid includes “Dashboard metrics” in its Base plan, which suggests actionable tracking for wishlist activity and sharing performance. SWishlist’s Premium tier offers “Unlimited access to all statistics,” but lower tiers limit the number of wishlist additions and available languages.

If analytics are mission-critical, verify which metrics each app collects (adds, shares, conversion from wishlist to order, revenue attributed) and whether that data can be exported or integrated with your analytics stack.

Integrations and Automation

Coupons, email campaigns, and retention flows are only as useful as the integrations that feed them. Cupid lists Klaviyo integration, which enables triggered email flows on wishlist activity (e.g., abandoned wishlist reminders, share confirmations). It also lists Mercury as “Works With” (likely a platform or payment/analytics tool).

SWishlist indicates API compatibility, which allows custom integrations with CRM, ESPs, or internal systems, but does not list specific native integrations like Klaviyo.

Integration considerations:

• If Klaviyo is a core part of marketing automation, Cupid’s native integration reduces development time.
• If a store uses custom or uncommon systems, SWishlist’s API may be preferable.

Internationalization and Multi-Language Support

SWishlist’s pricing tiers specify language support: Free offers 2 storefront languages, Basic offers 7, and Premium supports 20. This granularity is useful for stores selling in multiple regions.

Cupid’s description does not enumerate language support. Merchants with multilingual storefronts should confirm Cupid’s language coverage before committing.

Privacy, Compliance, and Security

Cupid explicitly mentions GDPR compliance in both Base and Pro plans. GDPR coverage is essential for EU customers and for merchants who sell to EU residents.

SWishlist does not list GDPR explicitly in the provided data. Merchants operating in regulated regions should request GDPR and data processing documentation from any app vendor and confirm data exportability and deletion capabilities.

Headless and Enterprise Readiness

Cupid advertises headless friendliness and no external JS, making it suitable for storefronts built on Next.js, Hydrogen, or other headless architectures. SWishlist provides API access, which can also be used for headless implementations, but Cupid’s messaging suggests a more turnkey headless solution.

For enterprise and Shopify Plus merchants, headless or custom storefronts require robust APIs and enterprise-grade support — examine SLAs and implementation assistance before selecting an app.

Pricing & Value

Pricing is a critical factor for many merchants. Rather than focusing on which app is cheaper, this section evaluates value for money: what features are accessible at each price point and how cost scales with store growth.

SWishlist: Pricing Details and Value

• Free plan (Free)
  • 300 wishlist additions per month
  • 2 storefront languages
  • Free setup up to 2 themes per store
  • Support within 24–48 hours
• Basic ($5 / month)
  • 7,000 wishlist additions per month
  • 7 storefront languages
  • All Free features
  • Support within 12–24 hours
• Premium ($12 / month)
  • Unlimited wishlist additions
  • 20 storefront languages
  • Unlimited statistics access
  • Fastest support: top priority

Value assessment:

• SWishlist provides a low barrier to entry with a functional free plan and a very inexpensive Basic plan.
• The tiers scale cleanly — entry merchants can test the feature with minimal budget, while Premium unlocks unlimited additions and analytics.
• For stores with modest wishlist activity, SWishlist offers strong value.

Cupid: Pricing Details and Value

• Base ($25 / month)
  • 14-day free trial
  • Unlimited wishlists
  • Klaviyo integration
  • Dashboard metrics
  • GDPR compliant
• Pro ($50 / month)
  • Everything in Base
  • Share wishlist via email
  • Free setup and installation
  • GDPR compliant

Value assessment:

• Cupid’s pricing starts higher, reflecting its more advanced features and developer/headless positioning.
• Unlimited wishlists at Base remove activity caps but the cost may be higher than SWishlist for stores that only need basic wishlist functionality.
• Native Klaviyo integration and email sharing justify the premium for merchants who will put those features to use.

Comparing Value for Money

• Small merchants who want a cost-effective, well-reviewed wishlist should find SWishlist excellent for the price. The free plan and $5 Basic plan offer experimentation and scale without much overhead.
• Merchants who need deeper integration with Klaviyo, rigid GDPR assurances, headless compatibility, and multi-wishlist workflows will find Cupid’s pricing more aligned with those needs, though at a higher monthly cost.
• Consider the total cost of ownership: if additional apps will be required (email automation, loyalty, reviews), adding separate subscriptions compounds costs. This is where an all-in-one platform can offer better value for money by consolidating functionality.

Integrations & Ecosystem Fit

Integration capabilities determine how effectively wishlist events convert into revenue through email automation, ads, and loyalty programs.

SWishlist Integrations

• Works With: API
• API allows building custom bridges to ESPs, CRMs, analytics platforms, or loyalty programs.
• No specific native listing for Klaviyo, Omnisend, or other marketing tools in the provided data — merchants should confirm built-in connectors or plan for development work.

Strengths:

• API flexibility makes SWishlist adaptable to unique stacks.
• Low friction for merchants who prefer a custom integration approach.

Trade-offs:

• Building and maintaining custom integrations increases development requirements and potentially cost.

Cupid Integrations

• Works With: Klaviyo, Mercury
• Native Klaviyo support reduces setup friction for triggered email flows tied to wishlist actions.
• Mercury integration suggests compatibility with specific analytics or payments platforms (clarify with the vendor).

Strengths:

• Faster integration with popular marketing stacks like Klaviyo.
• Out-of-the-box automation reduces time-to-value for marketing teams.

Trade-offs:

• Native integrations cover some popular tools but may lack the breadth of a platform that integrates with loyalty, referrals, or reviews natively.

Integration Summary

• If Klaviyo-driven lifecycle campaigns are core to a merchant’s strategy, Cupid can be a time-saver.
• If a merchant prefers to own custom flows or already has a sophisticated data pipeline, SWishlist’s API-first approach is flexible.
• Merchants should audit the specific events (e.g., wishlist_add, wishlist_share, wishlist_purchase) each app emits and how those map to downstream automation.

Implementation, Setup, and Developer Experience

Setup and Onboarding

SWishlist:

• Free setup offered up to 2 themes on the Free plan; this reduces friction for smaller stores.
• Response windows: Free tier support within 24–48 hours; Basic improves to 12–24 hours; Premium gets top-priority support.
• Useful for teams that prefer guided installs without additional fees.

Cupid:

• Offers free setup and installation in the Pro plan. Base tier likely requires merchant or developer setup.
• Headless-friendly documentation and no-external-JS approach are developer-oriented.
• For stores using modern front-end frameworks, Cupid may save integration time if the merchant is building custom storefront components.

Customization and Theming

• SWishlist’s emphasis on matching brand styles and its free theme setup makes it straightforward for merchants seeking a consistent customer experience.
• Cupid’s headless friendliness provides deeper customization for developers but requires technical capabilities.

Developer Tools and API

• Both apps support developer integrations — SWishlist via API, Cupid via headless features and a focus on not relying on external JS.
• For ongoing maintenance and complex front-end behavior, Cupid’s architecture may align better with modern development workflows.

Support, Reviews, and Reliability

Public Reviews and Social Proof

• SWishlist: 106 reviews with an aggregate rating of 4.9. That level of social proof indicates strong merchant satisfaction and consistent experiences across multiple stores.
• Cupid: 0 reviews and rating 0 in the provided data. That lack of public reviews makes it harder to assess reliability and support quality at scale.

Why reviews matter:

• Reviews reveal real-world behavior: how support responds, how features behave under load, edge cases, and actual ROI.
• A high rating (4.9 across 106 reviews) suggests SWishlist consistently meets merchant expectations for functionality and support.
• Cupid’s absence of reviews doesn’t mean it’s unsuitable; it means merchants should request references, conduct a trial, and evaluate support responsiveness during onboarding.

Support Response and SLA

SWishlist explicitly lists response windows by plan tier. These windows help merchants set expectations and choose a plan aligned with uptime and issue resolution needs.

Cupid mentions free setup for Pro and enterprise-style features (headless, no external JS), but does not include publicly listed support windows in the provided data. Confirm support availability and escalation paths before purchase.

Reliability and Uptime

• Wishlist functionality is user-facing and must be available across pages. Both apps’ architectures (API vs. no-external-JS) can be designed for high availability.
• Because wishlist data often ties to customer accounts, confirm how each platform stores data, whether it’s persisted in Shopify customer metafields, external databases, and how data is recovered in case of failure.

Security, Privacy & Compliance

• Cupid lists GDPR compliance as a feature in both Base and Pro plans. This is an important checkmark for stores selling to EU citizens.
• SWishlist’s data and privacy stance isn’t listed in the provided data; merchants operating in regulated regions should request a Data Processing Addendum, data residency information, and deletion/export procedures.

Practical steps:

• Request formal GDPR / CCPA documentation and the vendor’s DPA.
• Confirm export tools for wishlists and customer consent handling.

Who Should Choose Which App?

This section matches merchant profiles to the app strengths.

SWishlist is the best fit for:

• Small to medium stores testing wishlist features with minimal budget.
• Merchants who want a high-quality, well-reviewed solution with low friction and fast setup.
• Stores that need localized storefronts and multi-language support without significant engineering overhead.
• Teams that value predictable and tiered support response windows.

Cupid is the best fit for:

• Merchants building headless storefronts or who prioritize page speed and minimal third-party JavaScript.
• Brands that need multi-wishlist support, gifting workflows, and the ability for recipients to purchase items on behalf of a user.
• Stores that rely on Klaviyo for lifecycle marketing and want native wishlist-triggered flows.
• Teams with developer resources to implement bespoke front-end experiences.

Migration, Data Portability, and Exit Strategy

A responsible app evaluation includes an exit plan. Merchants should confirm the following with any wishlist vendor:

• How can wishlist data be exported (CSV, API) for migration or backups?
• Does the app create Shopify metafields or external databases? How is ownership of data handled?
• What happens to shared wishlist URLs and content if the app is uninstalled?

Both SWishlist and Cupid have API or integration approaches that should allow data export. Confirm exact endpoints and run a test export before committing.

Pros and Cons (Concise)

SWishlist: Simple Wishlist

Pros:

• Extremely favorable public rating (4.9 from 106 reviews).
• Low-cost entry with a functional Free tier and inexpensive Basic plan.
• Clear language support tiers and free theme setup.
• Tiered support response times.

Cons:

• May require custom integrations for some marketing stacks (no explicit native Klaviyo).
• Fewer advanced social/headsless features compared with Cupid (based on descriptions).

Cupid ‑ Social Wishlist

Pros:

• Multi-wishlist and “purchase on behalf” functionality ideal for gifting and registries.
• Headless-friendly and pagespeed-conscious (no external JS).
• Native Klaviyo integration and dashboard metrics.
• GDPR compliance explicitly stated.

Cons:

• No public reviews in the provided data, which limits social proof.
• Higher starting price ($25/month) compared with SWishlist’s very low-cost tiers.
• Limited visibility into support response times in provided information.

Choosing Based on Outcomes

Merchants should choose the app that best aligns with desired outcomes:

• To retain customers and increase repeat visits through a simple “save for later” flow at minimal cost, SWishlist delivers strong value.
• To enable gifting, collaborative shopping, and integrated Klaviyo automation with headless storefronts, Cupid provides targeted capabilities.
• To increase lifetime value (LTV) via a broader retention program (loyalty, referrals, reviews) while reducing the number of vendors and integration headaches, consider consolidating wishlist functionality into a single retention platform.

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

Many merchants discover that a wishlist is only one piece of retention. Email flows triggered by wishlist actions, reviews that validate items, loyalty that rewards repeat purchases, and referral programs that amplify distribution often require several apps, each with separate billing, data silos, and integration overhead. The result is app fatigue: many single-purpose vendors stitched together create complexity, duplicated data, and higher total cost.

The principle of “More Growth, Less Stack” addresses this by consolidating retention features into one integrated suite. Instead of piecing together a wishlist app, a review tool, a loyalty program, and a referral engine, an all-in-one platform centralizes customer events and rewards, and reduces the number of integrations to maintain.

Growave positions itself around that philosophy. By combining loyalty, referrals, reviews, and wishlist functionality, the platform reduces vendor sprawl and connects customer actions with immediate incentives. Merchants can run loyalty and referral campaigns that tie directly to wishlist behaviors, and use review collection workflows to surface UGC for wishlist and product pages.

• To understand pricing consolidation and how an integrated stack reduces recurring costs, merchants can compare plans and features to consolidate retention features by exploring Growave’s pricing. consolidate retention features
• If a merchant prefers to add an integrated solution directly within their Shopify admin, Growave is available to install from the Shopify App Store, allowing quick testing and deployment. add Growave directly from the Shopify App Store

How an integrated approach changes outcomes

• Retention is easier to measure: centralized metrics connect wishlist activity to loyalty redemptions and repeat purchases.
• Less engineering time: one integration point replaces multiple connectors and webhooks.
• Faster experimentation: run coordinated campaigns across loyalty and reviews without reconciling different data sources.
• Unified data privacy compliance: one vendor simplifies GDPR and CCPA processes across features.

To explore how wishlist events can automatically feed rewards and email triggers, merchants can review how Growave enables merchants to build loyalty and rewards that drive repeat purchases. This reduces manual segmentation and ties wishlist engagement to tangible incentives.

To complement product discovery and social proof, Growave’s review tools let merchants collect and showcase authentic reviews, making wishlist pages more persuasive and informative.

Feature consolidation: what merchants get by switching to a unified solution

• Wishlist functionality integrated with loyalty points and referral incentives
• Automated flows that reward customers for wishlist actions (e.g., add-to-wishlist points)
• Native review collection workflows that can highlight items added to wishlists
• Multi-channel integrations (email, SMS, POS, checkout) without separate connectors
• Enterprise-grade support and onboarding for scaling brands

If deeper discussion about an integrated rollout is desired, a live walkthrough is one of the fastest ways to assess fit. Book a personalized demo to see how an integrated retention stack improves retention and reduces maintenance. Book a personalized demo

Practical examples of how consolidation improves ROI

• Instead of paying separately for wishlist monitoring, Klaviyo events, and a loyalty app, a merchant can allocate resources to a single platform that ties wishlist adds to a points balance and triggers a welcome reward that nudges conversion.
• Reviews captured after wishlist-driven purchases are automatically displayed on product or wishlist pages, increasing trust and conversion.
• Referral programs triggered by wishlist sharing provide a frictionless path for recipients to purchase, and rewards can be issued without reconciling multiple vendor APIs.

Merchants on Shopify Plus or those mid-to-enterprise scale will find additional advantages, including checkout extensions, dedicated launch plans, custom reward actions, and more robust support. For solutions oriented toward high-growth stores, Growave offers tailored features for solutions for high-growth Plus brands.

Pricing transparency and trialability

Merchants should evaluate total monthly cost across combined apps versus a single platform that bundles the same functionality. Growave publishes plan options and tiers that bundle wishlist with loyalty and reviews; merchants can review pricing and compare the economics to multiple standalone apps by visiting the pricing page. consolidate retention features

For merchants who prefer to try before committing, Growave makes it straightforward to test core features with a free plan and scalable paid tiers. To quickly install and test within Shopify, Growave is available on the Shopify App Store for immediate onboarding. add Growave directly from the Shopify App Store

Implementation Checklist for Moving From Single-Purpose Apps to an Integrated Platform

Use the checklist below to evaluate a migration from SWishlist or Cupid to an integrated retention platform.

• Export wishlist data from the current app and verify schema compatibility.
• Map wishlist events to loyalty actions (e.g., add item = +5 points).
• Configure review collection to trigger after wishlist-conversion purchases.
• Set up Klaviyo flows (or other ESP) to receive consolidated events from one source.
• Implement and QA any theme customizations for wishlist UI and translations.
• Validate GDPR / privacy documentation and data deletion flows.
• Run a controlled rollout on a segment of customers to measure uplift before full migration.

Growave’s onboarding and customer success teams can assist with migrations and integration mapping for merchants that want a guided path to consolidation. See customer stories and examples for reference when planning migration. customer stories from brands scaling retention

Conclusion

For merchants choosing between SWishlist: Simple Wishlist and Cupid ‑ Social Wishlist, the decision comes down to immediate priorities and technical resources. SWishlist offers a highly rated, low-cost, and easy-to-install wishlist solution ideal for stores that want a polished wishlist without heavy investment. Cupid serves merchants with more advanced collaboration, multi-list needs, headless storefronts, and Klaviyo-driven automation — but it comes at a higher monthly cost and currently lacks public review signals to validate long-term reliability.

However, wishlist functionality rarely operates in isolation. When the goal is to retain customers, increase lifetime value, and reduce operational overhead, consolidating wishlist, loyalty, reviews, and referrals into a single platform often delivers better value for money and faster results. Growave brings these capabilities together so merchants can reduce the number of apps to manage and focus on outcomes that drive repeat purchases.

Start a 14-day free trial to explore Growave’s unified retention stack and see how combining wishlist, loyalty, referrals, and reviews can simplify operations and accelerate growth. Start a 14-day free trial

If a tailored walkthrough would help clarify fit for a particular store architecture, merchants can schedule a demo with Growave to review integration paths and migration plans. Book a personalized demo

FAQ

What are the most important factors to compare when choosing a wishlist app?

• Focus on functionality alignment (single list vs. multi-list), sharing capabilities, integrations with marketing automation (e.g., Klaviyo), performance impact (external JS, headless friendliness), data portability, and support responsiveness. Pricing is important, but assess total cost of ownership if additional apps will be needed to support loyalty and reviews.

SWishlist has many reviews and a high rating. How should that influence the decision?

• High ratings and significant review volume (SWishlist: 106 reviews, rating 4.9) indicate consistent merchant satisfaction. Use reviews to understand common praise and reported issues, but also evaluate whether the app’s feature set matches specific business needs. Positive reviews reduce risk but do not replace feature validation and a short trial.

Cupid ‑ Social Wishlist looks feature-rich but has no reviews listed. How to evaluate?

• Absence of public reviews requires extra due diligence: request references, run an extended trial, verify support SLAs, and test integrations (e.g., Klaviyo) in a staging environment. If Cupid’s multi-list or headless features are required and documentation is robust, the lack of reviews can be mitigated with careful evaluation.

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

• An all-in-one platform centralizes customer events, reduces the number of integrations to maintain, and connects wishlist behavior with loyalty, referral, and review programs. This often improves measurement and ROI while reducing engineering time and recurring subscription costs. If consolidation aligns with a merchant’s roadmap, it can provide better long-term value than multiple single-purpose apps. For merchants interested in a combined approach to retention, Growave’s suite merges wishlist with loyalty, referrals, and reviews to reduce stack complexity. collect and showcase authentic reviews and loyalty and rewards that drive repeat purchases are examples of how integrated features interact to drive retention.