SWishlist vs. Mst: Wishlist + Marketing Flow

Introduction

Selecting the right wishlist app is a common decision point for Shopify merchants trying to improve engagement without bloating the store with single-purpose tools. A wishlist can reduce cart abandonment, surface purchase intent, and feed remarketing flows — but not all wishlist apps are built the same.

Short answer: SWishlist: Simple Wishlist is an attractive choice for merchants who want a lightweight, well-rated wishlist with clear limits and tiered support. Mst: Wishlist + Marketing flow is better for stores that need multiple wishlist behaviors (guest lists, multiple lists per customer) and built-in alerting (price-drop and back-in-stock notifications) at an extremely low monthly cost. For merchants who want to avoid tool sprawl and combine wishlist functionality with loyalty, referrals, and reviews, an integrated platform like Growave is often the better value for money.

This article provides an in-depth, feature-by-feature comparison of SWishlist: Simple Wishlist and Mst: Wishlist + Marketing flow. The goal is to clarify strengths, weaknesses, costs, and real-world fit so merchants can pick the option that aligns with their growth and retention priorities.

SWishlist: Simple Wishlist vs. Mst: Wishlist + Marketing flow: At a Glance

Feature Comparison

Core Wishlist Features

SWishlist: Simple Wishlist focuses tightly on the primary wishlist workflow: let customers save products for later and return to purchase. That includes front-end buttons, a "My Wishlist" page, and sharing tools. The app highlights straightforward customization so the wishlist visually matches the storefront. The free and paid tiers add capacity (wishlist additions) and language support rather than surface new wishlist behaviors.

Mst: Wishlist + Marketing flow supports the core wishlist actions plus several higher-touch behaviors out of the box. Customers can create multiple named wishlists, use the feature without an account (guest wishlist), and share lists. The app emphasizes unlimited items and no per-customer caps, which removes scaling friction that can appear once a wishlist feature gains traction.

Why it matters for merchants:

• If the goal is a minimal wishlist that looks native and covers standard save/share behavior, SWishlist’s focused approach is efficient.
• If the goal is to support multiple wishlist workflows (gift lists, event-specific lists, guest experiences) and remove limits on saved items, Mst offers more flexibility out of the box.

Advanced Engagement Features

Mst: Wishlist + Marketing flow includes marketing adjacent features that extend wishlist utility into active re-engagement:

• Price Drop notifications (email, SMS, push)
• Back-in-Stock alerts (email, SMS, push)
• Multiple UI options and pre-built notification flows
• Integration channels: Klaviyo, PushOwl/Brevo, and other messaging platforms

SWishlist’s published feature set focuses primarily on wishlist creation and sharing. The app’s marketing touchpoints are less explicit in the description provided; however, SWishlist offers API access and customizable front-end elements that merchants can use to build their own notifications or connect to external marketing tools.

Why it matters for merchants:

• Shops trying to convert expressed intent into purchases will favor Mst’s built-in alerting and multi-channel outreach.
• Merchants with an existing marketing stack (Klaviyo flows, SMS partner, push provider) and technical resources might choose SWishlist for a cleaner wishlist experience and then wire custom alerts using the API.

Customization and Theming

SWishlist markets deep visual customization: apply custom styles, match theme fonts and colors, and get a tailored "My Wishlist" page. The pricing tiers include language support that scales (2 languages for Free, 7 in Basic, 20 in Premium), which is useful for multi-language storefronts.

Mst also stresses full customization of the wishlist page using Liquid, HTML, and CSS, plus multiple UIs to match different themes. The app highlights responsive behavior for mobile and desktop and explicit headless theme support.

Why it matters for merchants:

• Merchants that require pixel-perfect match to an existing design or who need to support many languages will appreciate SWishlist’s language tiering and design controls.
• Merchants that want template-level control and headless compatibility will find Mst’s Liquid and headless mentions helpful.

Integrations & Extensibility

SWishlist: Simple Wishlist

• Works with API (developer-accessible)
• No explicit list of partner channels in the app data supplied, but API enables custom integrations

Mst: Wishlist + Marketing flow

• Works with Customer accounts and Shopify Flow
• Explicit partner integrations: Klaviyo, PushOwl/Brevo, Apploy (mobile app builder)
• API and headless support

Why it matters:

• Mst’s explicit integrations are attractive for stores that rely on Klaviyo or SMS/push vendors and want native triggers (e.g., price drop alert to Klaviyo).
• SWishlist’s API focus is a classic “build your own” approach: good for brands with developer resources who prefer to own the integration logic.

Analytics & Reporting

SWishlist’s Premium tier calls out “unlimited access to all statistics,” implying a tiered analytics model where higher tiers unlock deeper reporting. The Basic and Free tiers may provide limited insights. The presence of analytics is important for measuring wishlist-driven conversions and understanding what items store visitors prioritize.

Mst does not list a specific analytics provision in the supplied data, but integration with Shopify Flow and platforms like Klaviyo implies that much of the measurement can be surfaced through connected tools rather than the app itself.

Why it matters:

• Merchants that need built-in reporting within the app to monitor wishlist growth, conversion from wishlist to purchase, and item-level interest should confirm the specific reporting available before choosing an app.
• If analytics are already consolidated in a marketing platform, the app’s ability to push events to that platform is more important than the app’s internal dashboards.

Mobile Experience & Headless Support

Both apps mention responsive design and headless/API support. Mst lists explicit compatibility with mobile app builder partners, which may ease embedding wishlist flows into native mobile apps. SWishlist’s API allows headless usage but requires merchant development.

Why it matters:

• For brands prioritizing mobile-first shopping or a custom native app, Mst’s partner support may reduce integration time.
• Brands with headless storefronts or custom front ends should evaluate both apps for developer docs, API endpoints, and event webhooks.

Pricing & Value

Pricing Structures Compared

SWishlist: Simple Wishlist

• Free: 300 wishlist additions/month; 2 storefront languages; free setup up to 2 themes; support within 24–48 hours
• Basic ($5/month): 7,000 wishlist additions/month; 7 storefront languages; all Free features; support 12–24 hours
• Premium ($12/month): Unlimited wishlist additions; 20 languages; unlimited statistics access; priority support

Mst: Wishlist + Marketing flow

• Monthly ($2/month): One fixed cost for all features; no limit on items; no limit on customers; all features included

Pricing analysis:

• Mst’s $2/month flat model provides “all features” at a very low monthly cost. For stores that need unlimited items and built-in alerting, that is hard to beat on a per-feature basis.
• SWishlist uses a usage-tiered approach that scales with wishlist activity. The Free tier’s 300 additions per month will be sufficient for small shops; Basic and Premium provide higher capacities and additional language support. Merchants that expect fast wishlist adoption should plan to move past the Free tier at some point.
• From a pure cost-per-feature perspective, Mst presents better value for money for merchants who want unlimited wishlists and alerts at a minimal price. SWishlist’s Premium tier is still low-cost relative to many Shopify apps but is tiered around capacity and support SLA.

Support, Setup, and SLAs

SWishlist highlights free setup up to two themes for the Free plan and faster support response times for paid tiers (Basic 12–24 hours; Premium top priority). That structured SLA can be meaningful for merchants who want predictable onboarding assistance.

Mst’s description notes “easy app setup” but does not list a tiered SLA structure in the provided data. Instead, the app lists integration partners and channels, suggesting merchants may rely on self-service configuration or outreach to support when needed.

Why it matters:

• Small teams without development resources may benefit from SWishlist’s explicit setup assistance and guaranteed support windows.
• Merchants comfortable with self-setup or those that have internal developers might prefer Mst’s low cost and do setup internally.

Hidden Costs & Scalability Considerations

Evaluate potential indirect costs:

• Integration labor: SWishlist’s API means engineering time to connect to marketing platforms for alerts. That is an operational cost.
• Messaging fees: Mst supports SMS and push alerts — these will incur partner fees (SMS carriers, push platforms) outside the app’s $2 price.
• Cross-app conflicts: Adding more single-purpose apps increases maintenance and potential theme conflicts. This is a non-trivial operational overhead as a store scales.

Bottom line on value:

• Mst is better value for money strictly on features-per-dollar if the needed features align with its offer and the merchant is okay with the app’s support model.
• SWishlist offers tiered capacity and clearer support guarantees, which can be better value for merchants who prioritize reliable onboarding and multi-language storefronts.

Integrations, Data Flow, and Developer Considerations

Events and Webhooks

Both apps support API-level integration, meaning wishlist events (add/remove) can be pushed or pulled and used to trigger downstream marketing. The difference is how much work the merchant wants to do:

• Mst provides direct integrations with Klaviyo and other messaging platforms, letting merchants build flows that react to wishlist events without custom engineering.
• SWishlist provides API access but requires merchants to wire those events into an ESP or SMS provider.

For merchants running sophisticated automation, built-in integrations reduce development time and speed time-to-value.

Headless & Checkout-Level Support

Gearing a wishlist to work with headless architectures and checkout systems requires stable APIs or checkout extensions:

• Mst lists headless and API support explicitly.
• SWishlist lists API support, and Premium tiers may include additional developer-friendly features.

Merchants on Shopify Plus or headless setups should confirm endpoint documentation, webhook reliability, and sample implementations.

Compatibility With Marketing Stacks

Mst’s explicit Klaviyo connection is a clear advantage for Klaviyo-dependent stores. If a store uses Klaviyo as the central event store, Mst can forward wishlist events and price/back-in-stock triggers into Klaviyo flows for conversion-driving sequences.

SWishlist’s approach centers on its customizable front end and API. If a merchant already pushes events to a CDP or ESP, SWishlist can slot into that architecture without adding new event channels.

Usability & Merchant Experience

Setup and Theme Compatibility

SWishlist markets free setup for up to two themes on the Free plan, which reduces friction at install for merchants without developer resources. The app emphasizes matching storefront styling and localized language support.

Mst emphasizes ease of setup and multiple UI templates. Its compatibility with mobile app builders signals that merchants using mobile storefront tools can reuse wishlist elements in native app experiences more easily.

Merchants should test both apps in a staging or unpublished theme to confirm button placement, wishlist page layout, and cart/checkout interactions.

Customer-Facing Behavior

Both apps support sharing and allow customers to find saved items later. Mst makes guest wishlists explicit, which lowers friction for first-time visitors or non-account holders who still want to save items for later.

Considerations for customer experience:

• Guest wishlists provide convenience but have different recovery and marketing implications (e.g., follow-ups require an email capture workflow).
• Multiple named wishlists let customers curate by event or recipient, which can increase repeat engagement and create targeted remarketing segments.

Admin Experience

Merchants should evaluate how wishlist data appears in the admin:

• Are wishlist owners tied to customer accounts?
• Can wishlist items be exported for analysis?
• Are price-drop and back-in-stock triggers visible in the admin with status logs?

SWishlist’s Premium mentions "unlimited access to all statistics," which suggests a more complete admin dashboard at higher tiers. For Mst, admins may rely on external platforms (Klaviyo, Shopify reports) for deep analysis.

Ratings, Reviews, and Credibility Signals

Both apps have solid ratings:

• SWishlist: 4.9 from 106 reviews — a high rating indicating strong merchant satisfaction within its user base.
• Mst: 4.7 from 150 reviews — a robust rating with more total reviews, suggesting wider adoption.

How to interpret:

• A high rating (4.9) across 100+ reviews indicates consistent satisfaction, likely around the app’s core functionality and support.
• A slightly lower rating (4.7) with more reviews can indicate broader usage across different store types, which can surface more edge cases but still indicates overall reliability.

Merchants should read recent reviews to surface common themes (e.g., ease of setup, speed of support, bugs around updates) and look for responses from the developer.

Security, Data Ownership, and Compliance

Wishlist data contains customer interest signals that have commercial value. Merchants should confirm:

• Data export options: Can wishlist data be exported to a CSV or delivered via API?
• Data retention policy: How long does the app retain wishlist events?
• Compliance: Does the app provide GDPR and privacy compliance documentation?

Neither app’s supplied dataset explicitly lists retention or compliance statements. Merchants should request documentation before installing, especially when operating in strict regulatory geographies.

Support & Onboarding

Support speed and onboarding matter disproportionately for merchants without developers. SWishlist’s tiered response windows and free setup offer predictability. Mst’s low-cost plan is attractive, but merchants should test support responsiveness and ask specific onboarding questions before committing.

Questions to ask each developer before install:

• Can the app be installed on a staging theme first?
• Are theme changes reversible or do they inject code that requires a developer to remove?
• How are upgrades or breaking changes handled across theme updates?

Real-World Use Cases: Which App Fits Which Merchant?

SWishlist: Simple Wishlist is a strong fit for:

• Small to mid-size merchants who want a simple, reliable wishlist with language tiers and predictable support.
• Stores that want help with initial setup and prefer a small set of well-documented features rather than a broad array.
• Merchants who expect modest wishlist usage at first and prefer to scale to Premium for unlimited additions when needed.

Mst: Wishlist + Marketing flow is a strong fit for:

• Merchants who want unlimited wishlist capacity, guest lists, and multiple named lists for shoppers at a very low monthly cost.
• Stores that need built-in price-drop and back-in-stock alerts and want those to integrate with Klaviyo or SMS/push providers.
• Brands that prioritize multi-list behavior (gift registries, multiple recipients) and native integrations to speed time-to-value.

Both apps can be used successfully across many store types. The deciding factors are the importance of built-in marketing notifications, multi-language needs, developer resources, and the merchant’s tolerance for managing multiple point solutions.

Practical Implementation Checklist (Pre-Install Considerations)

Merchants should validate the following items before installing either app:

• Confirm theme compatibility in a staging environment.
• Verify language and currency requirements.
• Confirm expected wishlist adoption to pick the right SWishlist tier or to justify Mst’s flat fee.
• Assess marketing stack compatibility (Klaviyo, SMS provider, push provider).
• Review support SLAs and onboarding assistance.
• Request API documentation or developer guides for headless/head-integration plans.

Use this checklist as a vetting tool to avoid common pitfalls like theme conflicts, duplicate scripts, and missing webhooks.

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

Many stores reach a point where a single-purpose wishlist app is no longer enough. That growth inflection often leads to “app fatigue” — an accumulation of specialized apps that each solve one problem but create operational overhead, maintenance costs, and inconsistent customer experiences.

App fatigue symptoms:

• Multiple vendor dashboards for the same customer lifecycle signals
• Increased theme and script conflicts after each new install
• Fragmented analytics (wishlist data in one app, loyalty in another, reviews in a third)
• Rising marginal costs to maintain integrations and troubleshoot broken flows

An all-in-one approach reduces tool sprawl by consolidating retention and engagement features into a single platform. Growave’s philosophy — More Growth, Less Stack — is purpose-built to address these exact pain points.

Growave bundles wishlist functionality with loyalty programs, referrals, review collection, and VIP tiers. That integration creates multiple operational benefits:

• Single event model: Wishlist actions, referrals, and review events are processed inside one platform and can trigger consistent reward or communication logic.
• Fewer theme scripts: One modular integration reduces the risk of runtime conflicts and improves site performance.
• Consolidated reporting: A single dashboard links loyalty outcomes to wishlist behavior and review activity, making ROI measurement more straightforward.

Growave supports merchants who want to consolidate retention features and improve lifetime value. Merchants can compare plans and expected feature coverage to decide whether centralizing makes sense for their growth objectives. To explore plan options and see how consolidation impacts costs, merchants can consolidate retention features.

What Growave Brings That Wishlists Alone Don’t

Growave’s modular suite covers several use cases that single-purpose wishlist apps cannot:

• Loyalty and rewards that drive repeat purchases: The platform supports customizable point earning and redemption rules, tiered VIP programs, and reward actions that tie directly to wishlist behavior. Learn more about how brands build repeat purchasing with loyalty and rewards that drive repeat purchases.
• Collect and showcase authentic reviews: Reviews and UGC tools provide social proof and improve conversion rates; the same customers who save items on a wishlist can be prompted to review purchases later. See how merchants use this capability to influence conversions by reading how to collect and showcase authentic reviews.
• Referral programs and VIP tiers: Reward schemes can be applied to wishlist-driven signups or referrals, helping capture customers earlier in the lifecycle and encouraging subsequent purchases.

Growave integrates with platforms commonly used by growing Shopify brands, reducing friction when connecting to the broader marketing ecosystem. Merchants can also install Growave via the Shopify App Store as part of an evaluation.

How Consolidation Reduces Costs and Complexity

Compare two scenarios:

• Multiple single-purpose apps (wishlist, loyalty, reviews, referral) each with separate costs, scripts, and support touchpoints.
• One integrated platform that provides the same feature set with unified billing, a single script, and one support channel.

The latter reduces:

• Ongoing maintenance time for managing app updates and theme conflicts
• Developer labor required for cross-app glue code and custom integrations
• Fragmented customer journeys where rewards, wishlists, and reviews do not reference the same identity or events

To assess financial impact, simulate projected monthly costs across the expected app stack and compare them to consolidated plans. Details on plan tiers and capacity are available to merchants who want to consolidate retention features.

Growave Feature Highlights (Contextual Links)

• Wishlist + Loyalty synergy: Wishlist behavior can be mapped to loyalty point actions and VIP tiers, making it possible to reward wishlist-to-purchase conversions without separate tooling. Merchants can review sample configurations for combining wishlist actions with loyalty in the loyalty product documentation on how to build loyalty and rewards that drive repeat purchases.
• Reviews & UGC tooling: Integrated review requests and display modules let merchants turn saved interest into social proof. To see how review collection fits into the larger retention stack, consider how to collect and showcase authentic reviews.
• Shopify Plus & enterprise support: Growave includes tailored options for higher-volume merchants that need checkout-level customizations and headless support. For stores on higher plans or Shopify Plus looking for enterprise-class integrations, details are available about solutions for high-growth Plus brands.
• Customer examples and inspiration: Merchants evaluating integration patterns can explore customer case studies and examples to see how other brands reduced tool sprawl and improved LTV by visiting customer stories from brands scaling retention.

Migration & Onboarding Considerations

Moving from a specialized wishlist to an integrated retention platform requires a plan:

• Export existing wishlist data or confirm API connectivity to migrate event history.
• Map loyalty and reward triggers to existing marketing rules to avoid duplicated incentives.
• Test on a staging domain to ensure theme and performance impact is minimal.

For merchants who want hands-on guidance, a personalized review of technical requirements is available as a deeper consult; arrange a conversation through the platform’s contact channels or request a personalized walkthrough by choosing the appropriate plan or demo path. Merchants can learn more about plan details by reviewing the options and consolidate retention features.

Measuring Impact: What To Expect

When replacing or augmenting a wishlist with integrated loyalty and review workflows, merchants should track:

• Wishlist-to-purchase conversion rate
• Increase in repeat purchase rate among loyalty members
• Average order value impact from rewards redemptions
• Lift in conversion rate from review-enabled product pages

An integrated approach often produces compounding improvements: a wishlist item that triggers a price-drop alert can convert a first purchase, which then enrolls the shopper in a loyalty program and increases future LTV. These interactions are harder to coordinate across multiple single-purpose apps.

Migration Checklist (If Choosing an All-in-One Path)

Before consolidating into an integrated platform, complete this checklist:

• Export wishlist and customer data (if needed).
• Identify messaging providers and map event flows (e.g., wishlist add -> back-in-stock -> email).
• Plan a staged rollout (test with a segment or a low-traffic collection).
• Audit current scripts and remove redundant code after integration.
• Train customer support on loyalty rules and reward redemption flows.

Merchants that prepare this way avoid common migration hiccups like duplicated emails, unmatched reward balances, or broken integrations.

Conclusion

For merchants choosing between SWishlist: Simple Wishlist and Mst: Wishlist + Marketing flow, the decision comes down to feature priorities and operational preferences. SWishlist: Simple Wishlist (4.9 from 106 reviews) is an excellent choice for stores that want a focused wishlist experience with tiered capacity and explicit setup support. Mst: Wishlist + Marketing flow (4.7 from 150 reviews) delivers broad wishlist behaviors, unlimited items, guest lists, and built-in price-drop/back-in-stock notifications at a very low monthly cost — a compelling option for merchants who prioritize immediate marketing triggers and minimal monthly fees.

For merchants who want to reduce tool sprawl and link wishlist behavior to loyalty, referrals, and reviews, an integrated platform can be a better value for money. Growave’s More Growth, Less Stack approach bundles wishlist functionality into a wider retention suite so merchants can track and act on customer behavior from one dashboard. To evaluate plans and expected ROI for consolidation, merchants can compare options and consolidate retention features. Merchants who want to test the platform can also install Growave via the Shopify App Store and review feature examples such as loyalty and rewards that drive repeat purchases and how to collect and showcase authentic reviews.

Start a 14-day free trial to see how a unified retention stack reduces tool sprawl and accelerates growth: consolidate retention features.

FAQ

Q: Which app is better if the only goal is a simple save-for-later button? A: If a merchant only needs a clean save-and-share wishlist without marketing alerts, SWishlist: Simple Wishlist is a focused option with clear tiers and support windows. It’s designed to be simple and reliable for that specific use case.

Q: Which app is best for price-drop and back-in-stock notifications out of the box? A: Mst: Wishlist + Marketing flow includes price-drop and back-in-stock alerts (email, SMS, push) and native integrations with platforms like Klaviyo and PushOwl/Brevo, making it the stronger choice for automated notifications with minimal custom engineering.

Q: How does an all-in-one platform compare to specialized apps? A: An all-in-one platform reduces operational overhead by consolidating wishlist, loyalty, referrals, and reviews into one stack. That consolidation simplifies analytics, reduces theme and script conflicts, and often provides better long-term value for merchants focused on retention. For examples of how loyalty ties into wishlist activity and to compare consolidation options, merchants can review loyalty and rewards that drive repeat purchases and collect and showcase authentic reviews.

Q: What should merchants test during a trial or proof-of-concept? A: Test wishlist behavior on desktop and mobile, run a price-drop or back-in-stock notification flow (or confirm webhook delivery), evaluate admin reporting, and measure any impact on site performance. If considering consolidation, simulate a loyalty trigger that reacts to wishlist-to-purchase conversion and verify reporting across the unified dashboard.