SWishlist vs. Mst: Wishlist + Marketing Flow

Introduction

Choosing the right wishlist app is a common pain point for Shopify merchants. A wishlist can boost engagement, reduce cart abandonment, and surface customer intent—but not every wishlist app is built the same. Merchants must decide between focused, lightweight tools and feature-rich solutions that sit closer to marketing automation.

Short answer: SWishlist: Simple Wishlist is an excellent choice for merchants who want a lightweight, easy-to-install wishlist with a generous free tier and a high user satisfaction score. Mst: Wishlist + Marketing flow fits stores that need multiple wishlist options, built-in price-drop and back-in-stock alerts, and deeper marketing integrations. For merchants looking to avoid juggling multiple single-purpose tools and to consolidate loyalty, reviews, referrals, and wishlist into one platform, Growave presents a higher-value alternative.

This article provides an in-depth, feature-by-feature comparison of SWishlist: Simple Wishlist and Mst: Wishlist + Marketing flow to help merchants choose a solution aligned with their retention and growth goals.

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

Deep Dive Comparison

Features

A wishlist's strategic value depends on how it captures intent and triggers follow-up. This section compares core capabilities, notification features, customization, and technical support for headless or advanced storefronts.

Core Wishlist Capabilities

SWishlist focuses tightly on the primary wishlist experience: letting customers save items, share lists, and return later to purchase. Key points include:

• Seamless add-to-wishlist interactions on product pages.
• Shareable wishlists for social proof and gift shopping.
• Language options across plans and frontend customization.
• API support for headless or custom integrations.

Mst positions itself as a more expansive wishlist solution. Standout capabilities:

• Unlimited items and no customer limits.
• Multiple wishlists per customer and guest wishlists.
• Flexible UI options and a fully customizable My Wishlist page using Liquid, HTML, and CSS.
• Built-in price-drop and back-in-stock alerts that can be sent via email, SMS, and push.

Practical takeaway: For straightforward wishlist needs, SWishlist delivers the essentials with polished UX. For stores that want wishlists to power reactivation and conversion through alerts, Mst provides more direct features.

Notifications and Marketing Flow

This is a major differentiator. Wishlist apps that only collect intent miss conversion opportunities unless they push reminders or integrate with marketing channels.

SWishlist

• Does not emphasize native price-drop or back-in-stock alerts in its core description.
• Relies on API integration for any advanced notification workflows built into a merchant’s marketing stack.

Mst

• Offers native notifications: price-drop and back-in-stock alerts across email, SMS, and push.
• Integrations with popular marketing platforms (Klaviyo, Brevo, PushOwl) make it possible to build more advanced flows quickly.
• This reduces the time-to-value for wishlist-driven reactivation without additional middleware.

Practical takeaway: Merchants who expect wishlists to feed marketing automation immediately will find Mst more plug-and-play. SWishlist can reach similar outcomes but requires extra integration work.

Customization and Theme Fit

Both apps emphasize customization, but the depth differs.

SWishlist

• Advertises full customization to match store themes.
• Offers setup assistance for up to 2 themes on the free plan and more on paid plans.
• Good fit for stores that want a consistent look without heavy development.

Mst

• Provides a fully customizable wishlist page with Liquid templates and HTML/CSS support.
• Headless themes and API support are explicitly mentioned, which helps advanced storefronts and PWAs.
• Multiple UI options give merchants latitude to test placement and design variations.

Practical takeaway: For merchants using custom themes or headless storefronts, Mst may offer more granular control. SWishlist covers most stores that need visual consistency without custom templates.

Multiple & Guest Wishlists

Mst explicitly supports multiple wishlists per customer and guest wishlists, enabling use cases like gift registries or segmented lists (e.g., “For Home” vs “For Work”).

SWishlist’s description emphasizes single wishlists and sharing; multiple wishlist support is not highlighted.

Practical takeaway: If multiple wishlists or guest wishlist creation matters (e.g., for gift registries or multi-user scenarios), Mst is the stronger choice.

API & Headless Support

Both apps list API support, but Mst’s integration list and explicit mention of headless support suggest deeper out-of-the-box compatibility with modern storefront stacks.

SWishlist

• Works with API; likely sufficient for many integrations.
• Simpler scope may mean fewer endpoints or reduced complexity.

Mst

• Headless theme support and broad integrations with Klaviyo, PushOwl, Brevo, Shopify Flow, and mobile app builders indicate a more integration-first product.

Practical takeaway: For merchants running headless setups or extensive automation, Mst offers a more mature integration surface.

Pricing & Value

Price sensitivity and usage limits will shape the right choice. Pricing structure and how it maps to business volume matter more than raw cost.

SWishlist Pricing Structure

• Free: 300 wishlist additions per month, 2 storefront languages, free setup for up to 2 themes, support within 24–48 hours.
• Basic: $5/month — 7,000 additions/month, 7 storefront languages, includes Free features, support within 12–24 hours.
• Premium: $12/month — unlimited wishlist additions, 20 storefront languages, unlimited access to stats, top priority support.

SWishlist’s tiered approach is designed to let small stores experiment for free and scale to unlimited usage without a large jump in price. The time-to-support improves across tiers.

Mst Pricing Structure

• Monthly: $2/month flat — all features included, no limits on items or customers.

Mst’s single low-cost plan with no usage caps is attractive for stores with higher wishlist activity or those who value simplicity. The inclusion of price alerts and multi-channel notifications in a single low-cost package adds clear marketing value.

Value Analysis

• Cost per wishlist action: SWishlist’s free tier limits free usage to 300 additions per month; for stores with moderate wishlist adoption, that could trigger an upgrade to Basic. The Premium tier’s $12/month unlocks unlimited usage—still affordable.
• Mst’s $2/month flat fee is excellent value if the merchant needs unlimited items and built-in alerts. For high-volume stores, Mst can be the cheaper route while offering more features natively.

Practical takeaway: Mst appears better value for stores that use wishlists heavily and want marketing features included without additional spend. SWishlist offers an upgrade path and a very competitive Premium tier that is still economical, plus clearer support SLAs tied to paid tiers.

Integrations & Ecosystem

Integrations determine how easily wishlist events become revenue-driving signals.

SWishlist

• Works with API; store owners can build custom flows into marketing platforms or CRMs using the API.
• No explicit off-the-shelf integrations listed; expect to rely on custom work or middleware if a direct sync to Klaviyo, Omnisend, or SMS providers is needed.

Mst

• Explicitly lists integrations with customer accounts, Shopify Flow, Klaviyo, Brevo, PushOwl, and mobile app builders.
• This shortens implementation time and reduces dependency on a developer for many merchants.

Practical takeaway: Mst offers a ready-made path into common marketing stacks, which can accelerate outcomes like recovering customers via price-drop alerts. SWishlist provides API flexibility but requires more work to connect.

Implementation & Setup

Ease of installation, theme compatibility, and support availability affect how quickly a store realizes benefits.

SWishlist

• Free setup up to 2 themes on the Free plan; increased support responsiveness on paid plans.
• Simpler scope typically means faster and lower-risk installs for a store that wants the wishlist up and running quickly.

Mst

• Described as easy setup with fully customizable pages and deeper theme hooks.
• For merchants using third-party mobile app builders or headless setups, Mst’s integrations simplify configuration.

Practical takeaway: Stores with limited engineering resources and straightforward themes will appreciate SWishlist’s quick setup. Merchants who need the wishlist deeply tied into marketing flows and mobile experiences may prefer Mst’s broader integrations.

Support & Reviews

User reviews and support practices reveal how apps perform in real conditions.

• SWishlist: 106 reviews, 4.9 rating. High rating with fewer reviews suggests strong satisfaction among adopters. Support response time tiers are clearly stated, adding predictability.
• Mst: 150 reviews, 4.7 rating. Larger review base and slightly lower average rating may reflect broader adoption across more diverse stores and possibly edge-case issues with complex configurations.
• Both apps provide API support and customization options, but Mst’s broader integration set opens both more power and more potential points of friction.

Practical takeaway: Both apps are well-rated. SWishlist’s higher average score is notable for merchants prioritizing straightforward stability. Mst’s larger review count indicates more merchants rely on it for feature-rich use cases.

Data, Privacy & Ownership

Wishlist data is customer intent data and yearns for safe handling.

• SWishlist: API support implies data export is possible; merchants should confirm data retention policies and export processes during setup.
• Mst: Given its marketing integrations, merchants should validate how data flows to email/SMS providers and ensure compliance with GDPR, TCPA, and other regional regulations if using SMS/push.

Practical takeaway: For merchants that need full data portability or strict compliance, confirm data export, retention, and consent mechanisms before finalizing an app.

Use Cases & Merchant Recommendations

This section synthesizes practical recommendations for different merchant profiles.

• Small stores testing wishlist mechanics on a budget:
  • SWishlist’s Free plan (300 adds/month) reduces risk while providing polished basic features.
  • Upgrade to Basic ($5) or Premium ($12) as wishlist adoption grows.
• Stores focused on wishlist-powered marketing and reactivation:
  • Mst’s native price-drop and back-in-stock alerts, plus Klaviyo/SMS/push integrations, make it a better fit for immediate marketing ROI.
• Headless or mobile-first brands:
  • Mst’s headless support and mobile integrations reduce development friction.
• Merchants concerned about tool sprawl and long-term retention strategy:
  • Consider an integrated retention platform instead of stacking multiple niche apps to manage loyalty, reviews, referrals, and wishlist.

Pros and Cons Summary

SWishlist: Simple Wishlist

• Pros:
  • High user rating (4.9) with positive feedback.
  • Clear, affordable pricing tiers including a free starter tier.
  • Simple setup with theme support and API availability.
  • Predictable support SLAs.
• Cons:
  • Free tier limits wishlist additions.
  • No prominent native price-drop/back-in-stock alerts; marketing automation requires additional integration.

Mst: Wishlist + Marketing flow

• Pros:
  • Low-cost flat plan with no item/customer limits.
  • Native price-drop and back-in-stock alerts via email/SMS/push.
  • Multiple wishlists and guest wishlist capability.
  • Rich set of integrations for marketing and mobile.
• Cons:
  • Slightly lower rating (4.7) across more reviews, signaling mixed experiences at scale.
  • More features can mean more configuration and potential for setup complexity.

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

Wishlist apps are valuable, but they are one piece of retention. Many merchants fall into app fatigue—installing several single-purpose tools (loyalty, reviews, referrals, wishlist, and popup/alerts) to achieve a unified customer experience. That leads to overlapping costs, inconsistent data, fragmented UX, and longer setup times.

Growave’s approach addresses those issues with a “More Growth, Less Stack” philosophy: combine loyalty and rewards, referrals, reviews & UGC, wishlist, and VIP tiers into one integrated platform so wishlist signals feed reward logic and reviews feed loyalty triggers without middleware.

Key constraints of single-purpose stacks

• Data fragmentation: wishlist actions live in one app while loyalty points live in another, making it difficult to run coherent campaigns.
• Integration overhead: stitching events across multiple apps often requires middleware, custom backend work, or manual exports.
• Incremental costs: multiple monthly subscriptions add up quickly and increase total cost of ownership.
• Fragmented customer experience: inconsistent design and flows across apps confuse customers and reduce conversion.

How an integrated platform helps

• Unified event model that uses wishlist actions to trigger rewards or review requests.
• Native integrations with top email/SMS platforms and commerce touchpoints: this reduces engineering time and ensures data consistency.
• Consolidated reporting and experimentation: loyalty, wishlist, and reviews metrics can be analyzed together to measure true impact on lifetime value.

Growave offers a single suite that brings these capabilities together. The platform positions wishlist as one signal among many that inform loyalty and retention strategies. Merchants interested in consolidating tools can evaluate plans and cost implications to see whether replacing multiple subscriptions with one platform delivers better ROI and operational simplicity. Merchants can compare plan details and costs directly to determine potential savings and feature coverage by visiting the Growave pricing page: consolidate retention features.

Growave feature highlights relevant to wishlist-led retention

• Loyalty & Rewards: configure points for wishlist adds or purchases and create rewards that use wishlist intent as a trigger. Learn how merchants drive repeat purchases with loyalty and rewards that drive repeat purchases.
• Reviews & UGC: combine product reviews with wishlist activity to identify high-intent products and automate review requests when wishlist items convert, using tools to collect and showcase authentic reviews.
• Wishlist: native wishlist functionality that integrates seamlessly with the loyalty and referrals modules; this prevents data silos and makes wishlist actions actionable.
• Referrals & VIP Tiers: use wishlist data to identify VIP candidates or to run referral campaigns around popular wishlisted items.

Integration and platform support

• Growave integrates with many common apps and platforms, including Klaviyo, Omnisend, PushOwl, and Shopify Flow. For merchants running larger operations, Growave provides solutions for high-growth Plus brands.
• For inspiration and real customer outcomes, merchants can review customer stories from brands scaling retention.

Cost and adoption considerations

• Growave provides a free plan and tiered pricing. Merchants can weigh the combined cost of multiple single-purpose apps against Growave’s plans. For a quick cost comparison, check pricing and feature tiers at consolidate retention features.
• For merchants evaluating app replacement, the integrated suite can reduce monthly subscriptions and consolidate support and maintenance effort.

Implementation support and discovery

• For stores that want to validate fit before committing, Growave offers tailored discovery options. Book a demo to walk through specific flows and integrations with store data: book a personalized walkthrough.

Book a personalized demo to see how an integrated retention stack accelerates growth. (This sentence is a hard CTA.)

Practical scenario (no fictional characters): A merchant currently running two or three apps for wishlist, loyalty, and reviews can map out overlapping costs and data flows, then compare them against Growave’s tiers to estimate time saved in integrations and the potential lift in retention. The goal is to prioritize the customer lifetime value impact rather than adding more point solutions.

Growave in context with SWishlist and Mst

• If a store needs only a minimal wishlist and does not plan to invest in loyalty or reviews, SWishlist remains an efficient option.
• If a store wants wishlist-driven price-drop and back-in-stock flows with a small standalone cost, Mst is compelling.
• If the store wants to use wishlist data as part of a sustained retention strategy—connecting wishlists to loyalty, referrals, and reviews—Growave reduces tool sprawl and centralizes control.

Further resources

• Compare plans and determine whether consolidating tools is cost-effective on the Growave pricing page: consolidate retention features.
• Install the Growave app or evaluate the app listing for more technical details by visiting the Shopify App Store: install from the Shopify App Store.
• Explore how Growave’s loyalty features can turn one-time wishlists into repeat purchases: loyalty and rewards that drive repeat purchases.
• See how integrated review generation helps merchandising decisions and social proof: collect and showcase authentic reviews.

Final Comparison Summary and Practical Recommendations

For merchants choosing between SWishlist: Simple Wishlist and Mst: Wishlist + Marketing flow, the decision comes down to priorities and scale.

• Choose SWishlist: Simple Wishlist if:
  • The store prioritizes a lightweight, easy-to-install wishlist with a trusted user rating (4.9 from 106 reviews).
  • Budget testing is necessary—Start with its Free tier and scale up only if wishlist usage warrants it.
  • The store can or prefers to build custom marketing flows using existing marketing platforms via API.
• Choose Mst: Wishlist + Marketing flow if:
  • The store needs built-in price-drop and back-in-stock alerts that can be deployed quickly across email, SMS, and push.
  • Multiple wishlists per user and guest wishlist capability are required.
  • Immediate marketing integrations (Klaviyo, Brevo, PushOwl) without middleware are a priority.
• Consider Growave if:
  • The merchant plans to expand beyond a wishlist into loyalty, referrals, reviews, and VIP tiers and wants a unified platform to reduce complexity and improve data consistency.
  • The merchant prefers to consolidate monthly subscription costs and reduce integration overhead.
  • The store is on Shopify Plus or scaling fast and needs enterprise-level feature coverage and integrations. Explore solutions for high-growth brands and compare plan levels at consolidate retention features. Merchants can also evaluate Growave through the Shopify listing at install from the Shopify App Store.

Start a 14-day free trial to see whether consolidating wishlist, loyalty, and reviews into a single platform reduces operational overhead while improving retention. (This sentence is a hard CTA.)

FAQ

Q: Which app is more budget-friendly for stores with heavy wishlist usage? A: Mst’s single flat monthly fee of $2 with no item or customer limits tends to be more budget-friendly for stores with heavy wishlist activity. SWishlist’s Premium plan ($12/month) also unlocks unlimited additions but has a higher sticker price. Consider total cost and feature needs: if notifications and integrations are critical, Mst’s $2 plan offers strong value.

Q: Which app provides better marketing integrations out of the box? A: Mst lists direct integrations with Klaviyo, Brevo, PushOwl, Shopify Flow, and several mobile app builders, which makes it stronger for merchants who want immediate marketing workflows. SWishlist supports API integration but may require more custom work to connect with marketing platforms.

Q: How does an all-in-one platform compare to specialized wishlist apps? A: An integrated platform reduces tool sprawl, centralizes data, and lets wishlist actions trigger loyalty rewards, referral incentives, or review requests without middleware. This can improve time-to-value and reduce monthly costs when replacing multiple subscriptions. For merchants evaluating consolidation, review pricing tiers and feature coverage to ensure the integrated solution covers all needed functions. For a place to start comparing plan coverage and costs, review consolidate retention features and explore how loyalty and review modules work together via loyalty and rewards that drive repeat purchases and collect and showcase authentic reviews.

Q: How do review counts and ratings affect choice? A: Ratings and review counts provide signals about user satisfaction and adoption. SWishlist’s 4.9 rating from 106 reviews suggests high satisfaction among adopters, while Mst’s 4.7 rating from 150 reviews reflects broader use and slightly more variability. Merchants should read reviews focusing on setups similar to their stores (theme, scale, integrations) to surface relevant feedback.

End of article.