SWishlist vs. Multi Wishlist‑MyAppGurus: Comparison

Introduction

Choosing the right wishlist app is a deceptively important decision for Shopify merchants. Wishlists influence discoverability, reduce cart abandonment, and can be a subtle but reliable driver of repeat purchases. With dozens of wishlist tools available, the choice often comes down to a trade-off between simplicity, customization, and how a wishlist fits into a broader retention strategy.

Short answer: SWishlist: Simple Wishlist is an excellent choice for merchants who want a lightweight, well-rated wishlist with clear usage tiers and low monthly cost. Multi Wishlist‑MyAppGurus is better suited for stores that need multi-list organization, move-to-cart flows, and slightly deeper storefront controls. For merchants that prefer fewer apps, higher retention impact, and integrated loyalty, reviews, referrals, and wishlist capabilities, an all-in-one platform like Growave can be a better value for money and reduce technical overhead.

This article provides a detailed, objective, feature-by-feature comparison of SWishlist: Simple Wishlist (SoluCommerce) and Multi Wishlist‑MyAppGurus. The goal is to help merchants decide which app fits specific needs and to show when a consolidated retention platform is a stronger long-term bet.

SWishlist: Simple Wishlist vs. Multi Wishlist‑MyAppGurus: At a Glance

The rest of the article expands on these points in depth, covering features, pricing, integrations, performance, support, and which merchants are best served by each option.

Deep Feature Comparison

Core Wishlist Functionality

SWishlist: Simple Wishlist

SWishlist focuses squarely on the core wishlist experience: adding items to a wishlist, sharing wishlists, and a clean, customizable button/UI. The app emphasizes simplicity and fast setup. Notable points:

• Seamless add-to-wishlist flows tailored to theme styles.
• Sharing options so shoppers can send wishlists to friends.
• UI customization with color and placement controls to match a store design.
• Works via an API, enabling custom integrations or advanced workflows if needed.

Strengths here are reliability and a predictable user experience. The high rating (4.9 from 106 reviews) suggests strong merchant satisfaction with the basics.

Multi Wishlist‑MyAppGurus

Multi Wishlist focuses on richer on-site wishlist management:

• Multiple named wishlists per customer, useful for occasions or collections.
• Move-to-cart functionality to speed checkout from saved items.
• Option to show public counts (e.g., how many times a product was wishlisted) to add social proof.
• Guest and customer wishlist handling, plus data insights for merchants.

This product targets stores where wishlisting itself is a complex shopper behavior (for example, fashion retailers, gift shops, or stores with high-consideration items).

Comparative Notes

For merchants whose priority is a straightforward wishlist with fast setup, SWishlist is leaner and cost-effective. For stores that want shoppers to curate multiple lists, move items quickly into cart, and surface wish-count social proof, Multi Wishlist is functionally richer.

Multi-List Management and Shopper Organization

Both apps support shopper list organization, but they approach it differently.

• SWishlist is oriented toward single or basic lists with strong sharing features. It supports multi-language storefronts across pricing tiers which is helpful for international merchants.
• Multi Wishlist places multi-list management at the center. Allowing customers to name lists (e.g., “Holiday Gifts”, “Wish for Later”) can increase engagement and return visits for stores selling across categories.

If shoppers often revisit with purpose (e.g., parents buying for multiple children, planners saving for events), Multi Wishlist’s structure will improve usability and conversion.

Move-to-Cart and Checkout Flow

Move-to-cart reduces friction between saved intent and purchase.

• Multi Wishlist explicitly supports “move to cart” as a core feature, which directly reduces abandonment between discovery and checkout.
• SWishlist supports moving items to cart but positions itself more as a favorite/save tool; the degree of move-to-cart UX polish may vary by theme and plan.

Where conversion velocity matters—limited-stock drops, flash sales, high-intent audiences—the move-to-cart UX in Multi Wishlist is advantageous.

Social Sharing, Public Counts, and FOMO

Social proof mechanics vary:

• SWishlist supports sharing wishlists, which is valuable for gift-oriented shopping and referral-ready behavior.
• Multi Wishlist adds product-level public counts (times wishlisted), helping create urgency and social proof on product pages.

For stores that rely on scarcity and social proof to drive conversion, Multi Wishlist’s public counts can play an important psychological role. SWishlist’s sharing is more useful for gift-driven purchases and organic word-of-mouth.

Customization and Theming

Both apps emphasize compatibility with modern themes, but with different scopes.

• SWishlist advertises full customization capabilities to match store styles and supports 2 languages on the free plan, scaling to 20 languages on premium plans.
• Multi Wishlist claims easy setup in Shopify admin with compatibility across modern themes and customizable buttons.

Merchants using heavily customized themes or page builders should check app compatibility and may need minor template edits. SWishlist’s documented theme support and paid setup across two themes in the free tier lower the initial friction for small merchants.

Localization and Language Support

Language support is decisive for international stores.

• SWishlist offers multilingual storefront support across plans: 2 languages in Free, 7 in Basic ($5/mo), and 20 in Premium ($12/mo).
• Multi Wishlist does not list language tiers in its public description; merchants may need to contact the developer for localization support.

For multi-language stores, SWishlist’s explicit tiers provide clarity and predictable scaling.

Limits, Quotas, and Usage Tiers

Quota limits affect high-traffic or high-wishlist stores.

• SWishlist’s free plan caps at 300 wishlist additions per month; Basic offers 7,000; Premium removes limits. This transparent quota system helps merchants forecast costs.
• Multi Wishlist doesn’t publish addition quotas publicly. Merchants should confirm limits before installing, particularly if expecting high wishlist volumes.

If a store expects heavy wishlist usage (e.g., large catalogs or many returning shoppers), SWishlist’s Unlimited Premium plan simplifies scaling without surprise limits.

Integrations & API

Integration capability influences automation and analytics.

• SWishlist works with an API, enabling custom back-end workflows, CRM syncs, or advanced analytics exports.
• Multi Wishlist provides data insights and is compatible with modern Shopify themes. Exact API exposure isn’t publicly stated; merchants should request integration docs.

For teams relying on custom flows (email triggers, CRM segmentation, Klaviyo events), confirm whether encrypted events or direct API calls are available and whether webhooks are pushed reliably.

Reporting & Merchant Insights

Decision-making benefits from accessible data.

• SWishlist includes statistics on Premium plans; the degree of dashboard depth wasn’t fully enumerated, but Premium promises "Unlimited access to all statistics."
• Multi Wishlist advertises merchant data insights and wishlist counts, which can inform merchandising and remarketing.

Merchants should validate what specific metrics are tracked (e.g., wishlist-to-order conversion, abandoned wishlist reminders) and whether they can export data to the merchant’s BI stack.

Performance & Page Speed

Third-party widgets can affect page load time and Core Web Vitals.

• Both apps claim modern theme compatibility, but actual performance depends on how the app injects scripts and images.
• SWishlist’s lightweight focus suggests smaller footprint; Multi Wishlist’s richer features (counts, multiple lists, guest handling) may add more client-side processing.

Before long-term use, test each app under simulated traffic and with common pages (home, collection, product) to observe layout shift, script load, and perceived performance on mobile.

Security, Privacy, and Data Ownership

Data governance matters for customer trust and compliance.

• SWishlist indicates API support and private data handling; exact storage and export policy should be reviewed with the developer.
• Multi Wishlist stores wishlists and potentially guest identifiers; merchants should ask about exportability, data retention, and GDPR/CCPA compliance.

Merchants needing portability for analytics or legal compliance should confirm that wishlists can be exported and that personal data can be deleted on request.

Support, Onboarding, and SLA

Support quality impacts time-to-value.

• SWishlist publishes support SLAs by plan: Free plan support within 24–48 hours, Basic within 12–24 hours, Premium with top-priority support. That clarity is helpful for merchants planning launch timelines.
• Multi Wishlist does not list a published SLA; support responsiveness will depend on the developer’s processes and current workload.

For stores with tight launch timelines or live promotions, the difference between stated SLA and unspecified support can be material.

Pricing & Value Analysis

Pricing is a frequent decider, but value is about match between features and business needs.

SWishlist Pricing Breakdown

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

Value assessment:

• For small stores or new shops, the Free plan provides a meaningful baseline without commitment.
• The Basic plan at $5/month is a strong value for stores that scale wishlist activity but don’t need unlimited volume.
• Premium at $12/month becomes compelling when unlimited wishlist actions and priority support are required.

This transparent tiering is suited for merchant growth phases and predictable cost planning.

Multi Wishlist Pricing Snapshot

• No public pricing listed in the provided data. Merchants will likely need to contact the app developer for a quote or app store listing may provide it.
• The lack of public pricing can introduce negotiation friction and makes side-by-side budgeting harder.

Value assessment:

• Multi Wishlist’s advanced UX features may justify a higher price or usage-based plan, but merchants should request clear SLAs, quotas, and overage policies.

Comparing Value for Money

• SWishlist offers clear, low-cost steps and predictable scaling, making it easy for small merchants to test and then upgrade.
• Multi Wishlist may provide richer shopper experience but at unknown cost—this may be appropriate for merchants who need the extra UX and can afford higher app spend.

If the goal is to maximize impact while minimizing the number of apps, an integrated product suite can offer better value for money (discussed in the Pivot section).

Integrations & Ecosystem Fit

On-Premises and Third-Party Tools

• SWishlist provides an API for custom work and supports multi-language storefronts—useful for international or headless setups.
• Multi Wishlist emphasizes admin-level setup and theme compatibility; exact third-party integrations aren’t listed.

Merchants using email platforms, customer support tools, or loyalty apps should confirm whether wishlist events can be forwarded to automation platforms for abandoned-wishlist flows or lifecycle emails.

Enterprise Considerations

For Shopify Plus or high-growth merchants, integration flexibility, checkout extensions, and privileged support become important.

• SWishlist’s API can be used to integrate with enterprise workflows, but Premium plan support and features should be validated for performance at scale.
• Multi Wishlist’s fit for Plus merchants should be confirmed—especially for checkout scripts and large catalog handling.

Later sections show why platforms that natively combine wishlist, loyalty, reviews, and referrals reduce integration overhead.

Installation, Setup, and Theme Compatibility

Ease of Installation

• Both apps claim easy setup in Shopify admin. SWishlist’s free setup for up to two themes reduces initial friction for small merchants.
• Multi Wishlist’s promise of "easy setup" is common language; actual effort depends on theme complexity.

During installation, merchants should:

• Check theme file modification requirements.
• Review whether app injects scripts into the head or uses App Blocks (Shopify Online Store 2.0) for safer theme integration.
• Back up theme files before any installation that suggests manual template edits.

Onboarding Resources

• SWishlist’s stated support windows and paid setup options imply structured onboarding.
• Multi Wishlist’s onboarding may be lighter but confirm availability of setup docs, video walkthroughs, and sample CSS snippets.

When adding wishlist features prior to peak traffic periods, allocate at least 24–48 hours for setup and QA.

Merchant Use Cases and Which App Fits Best

SWishlist: Best For

• Small to mid-sized merchants looking for a clean, cost-effective wishlist.
• Stores prioritizing predictability in pricing and multilingual support.
• Sellers who want an easy-to-manage app with published support SLAs.
• Merchants who prefer minimal technical maintenance and need clear quotas.

Example merchant types:

• Niche product stores selling less frequently updated catalogs.
• New DTC brands testing engagement features without heavy investment.

Multi Wishlist‑MyAppGurus: Best For

• Stores where shoppers curate multiple lists (gift registries, seasonal buys, event planning).
• Merchants who need move-to-cart flows to accelerate purchase from saved lists.
• Brands that use social proof via public counts to influence conversions.

Example merchant types:

• Apparel and accessories retailers with high-consideration purchases.
• Gift-focused stores or home goods sellers where shoppers organize purchases over time.

When Neither Single App Is Enough

• Stores that require loyalty programs, referral incentives, review collection, and wishlists to be coordinated may find single-purpose wishlist apps create tool sprawl and integration headaches. In such cases, consolidated retention platforms may be more strategic.

Support, Reputation, and Reviews

Ratings and review counts indicate both satisfaction and sample size.

• SWishlist: 4.9 rating based on 106 reviews — strong signal of consistent merchant satisfaction.
• Multi Wishlist: 5.0 rating based on 6 reviews — perfect rating but a small sample size, which limits confidence.

Merchants should review recent reviews for theme compatibility, support responsiveness, and real-world performance before committing. For both apps, request references or case studies that reflect similar store sizes or verticals.

Pros and Cons Summary

SWishlist: Simple Wishlist

Pros

• High user rating across a substantial review base (4.9, 106 reviews).
• Transparent pricing tiers with clear quotas.
• Multilingual support scaled by plan.
• Published support SLAs by plan.
• API for customization.

Cons

• Focused primarily on wishlist functionality—no loyalty or referral tools.
• Move-to-cart UX and multi-list functionality may be less advanced than specialized competitors.

Multi Wishlist‑MyAppGurus

Pros

• Full multi-wishlist capabilities with naming and organization.
• Move-to-cart functionality and public wishlist counts.
• Designed to increase conversion velocity from saved items.

Cons

• Very small review sample (6 reviews); difficult to judge reliability at scale.
• No published pricing or SLA information in the provided data.
• Potentially higher implementation complexity depending on theme.

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

What Is App Fatigue?

App fatigue occurs when merchants install multiple single-purpose apps to achieve retention, loyalty, review collection, referral tracking, and wishlisting. Over time, this creates:

• Increased monthly costs and harder ROI tracking.
• Conflicting scripts that affect site performance.
• Multiple dashboards, support channels, and data silos.
• Greater maintenance overhead during theme changes or platform updates.

The consequence is slower growth and wasted engineering time—resources better spent optimizing messaging and product-market fit.

Why Consolidation Matters

Consolidating related retention features into a single platform reduces friction:

• Unified analytics across wishlist, loyalty, referrals, and reviews offers clearer attribution for repeat purchases and LTV.
• A single support channel reduces troubleshooting time when cross-feature issues occur.
• Reduced script bloat and better-tested commodity components can improve page speed.
• Centralized automation allows loyalty triggers based on wishlist behavior or review submissions.

This is the point where a platform approach is compelling: it trades the narrow specialization of single-purpose apps for coordinated, higher-impact retention tooling.

Growave’s “More Growth, Less Stack” Value Proposition

Growave positions itself as an integrated retention platform combining Loyalty & Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers. Instead of stitching together separate apps for each retention channel, Growave enables merchants to run cohesive programs where wishlists feed into loyalty triggers and review requests flow into referral incentives.

Growave’s suite is designed so merchants can:

• Build loyalty and rewards that drive repeat purchases without adding a separate loyalty app.
• Collect and showcase authentic reviews and use them to increase social proof sitewide.
• Consolidate features and reduce the total number of apps on the storefront, which simplifies maintenance and support.

For merchants evaluating SWishlist or Multi Wishlist primarily to add wishlist capability, Growave can replace those apps while also providing complementary retention mechanisms.

How Growave Addresses Common Wishlist Limitations

• When wishlists are siloed, it’s hard to use wishlist behavior in loyalty segmentation. Growave connects wishlist actions to loyalty points or targeted campaigns.
• For merchants relying on wishlist public counts or move-to-cart conversion paths, Growave’s wishlist integrates into broader campaigns that can nudge completed purchases through rewards or referral bonuses.
• Instead of paying separately for wishlist, reviews, and loyalty, Growave provides an integrated cost structure where one tool handles multiple use cases—often yielding better value for money as merchant needs scale.

Merchants can compare pricing and plans or install via the app store and see how consolidated retention features might replace multiple single-purpose apps: explore options to consolidate retention features or check the Growave listing on the Shopify App Store to install from the Shopify App Store.

Practical Examples of Integration Benefits

• A shopper adds items to a wishlist. Growave can automatically trigger a loyalty points offer or a timed reminder email to that customer, increasing the likelihood of conversion without manual intervention.
• When a customer leaves a review, Growave can award loyalty points, incentivizing future reviews and repeat purchases. The same review can be surfaced as UGC on product pages, consolidating social proof logic.
• VIP tiers can be based on cumulative activity across purchases, referrals, and wishlist behavior—enabling personalized incentives that single wishlist apps cannot create alone.

These coordinated mechanics are especially valuable for brands focused on increasing lifetime value (LTV) and reducing churn.

Growave Features in Context

Below are key Growave components and why they matter for merchants comparing single-purpose wishlist apps.

• Loyalty & Rewards: The foundation to increase repeat purchase frequency and lifetime value. Growave supports customizable actions and reward rules that can be tied to wishlist engagement for targeted incentives. Learn more about building loyalty and rewards that drive repeat purchases.
• Reviews & UGC: Centralized review collection reduces the need for a separate reviews app while improving conversion with on-site social proof. Merchants can collect and showcase authentic reviews with automated flows.
• Wishlist: Built into a broader retention strategy so wishlist behavior becomes actionable rather than siloed.
• Referrals & VIP Tiers: Built-in referral mechanics and membership tiers amplify acquisition and retention without adding extra apps.

For examples of stores that migrated from multiple tools to a consolidated stack and saw improved retention metrics, browse customer stories from brands scaling retention.

Enterprise and Shopify Plus Fit

High-growth merchants need flexibility around checkout, integrations, and custom reward logic.

• Growave supports solutions for high-growth Plus brands, including checkout extensions and headless APIs, which is relevant for merchants who desire advanced customization that single wishlist apps alone cannot deliver.
• The platform integrates with popular automation and support tools, reducing the burden on engineering teams when connecting loyalty to CRM or email platforms.

Try Before Committing

For merchants considering consolidation, evaluating integrated pricing and feature parity is critical. Growave provides plan tiers aligned to merchant order volume and needs. Compare plans and see if consolidation fits budget and goals by visiting a section that helps merchants consolidate retention features.

Book a personalized demo to see how an integrated retention stack improves retention and simplifies operations. Book a personalized demo

Migration Considerations and Best Practices

For merchants moving from single-purpose wishlist apps to an integrated platform, consider the following action items:

• Export wishlist data (user IDs, product lists, timestamps) and confirm import capability with the new platform.
• Communicate changes to customers if wishlists are being migrated or behavior triggers will change.
• Run A/B tests for key pages (product detail, wishlist modal, cart) to measure any performance or conversion deltas.
• Coordinate with marketing to update automated flows that previously reacted to wishlist events (abandoned wishlist reminders, social shares).

Growave’s team typically helps with migrations for paid plans; for specific migration needs, review Growave’s migration resources or request a demo to validate the plan and timeline.

Final Comparison: Which App Is Best For Which Merchant?

• Choose SWishlist if:
  • A merchant needs a reliable, well-reviewed wishlist with transparent pricing.
  • There is desire for multilingual support with predictable tiers.
  • The store wants minimal overhead and clear support SLAs.
• Choose Multi Wishlist‑MyAppGurus if:
  • The storefront requires multiple named wishlists, move-to-cart flows, and public wishlist counts.
  • The merchant prioritizes shopper-side organization and conversion velocity on saved items.
  • The merchant is prepared to contact the developer for pricing and support terms.
• Choose Growave (integrated platform) if:
  • The merchant wants to reduce tool sprawl and tie wishlist behavior into loyalty, referral, and review programs.
  • The goal is to increase LTV and retention using coordinated automation rather than isolated wishlist nudges.
  • The merchant values centralized reporting, fewer scripts, and lower ongoing maintenance.

Conclusion

For merchants choosing between SWishlist: Simple Wishlist and Multi Wishlist‑MyAppGurus, the decision comes down to scope and scale. SWishlist offers a well-reviewed, budget-friendly, and transparent path to adding wishlist functionality, particularly appealing to small and multilingual stores. Multi Wishlist‑MyAppGurus provides richer shopper organization and move-to-cart capabilities suited to retailers where multiple named lists and faster conversion from saved items are required. Both apps serve clear use cases; neither is a universal solution for retention.

For merchants who want a single platform that ties wishlists to loyalty, reviews, referrals, and VIP tiers—reducing technical overhead and improving long-term retention—an integrated solution can be a better value for money. Growave’s suite lets merchants combine those capabilities in one place while offering plans that scale with order volume and complexity. To evaluate how an integrated retention stack could replace multiple single-purpose apps and improve LTV, start a 14-day free trial of Growave’s integrated platform and see results. Start a 14-day free trial

FAQ

Q: How do SWishlist and Multi Wishlist differ in terms of merchant reviews and reputation? A: SWishlist has a larger sample size with 106 reviews and a 4.9 rating, which suggests broadly consistent merchant satisfaction. Multi Wishlist has a 5.0 rating but only 6 reviews, making it harder to generalize reliability and long-term performance.

Q: Which app is better for stores that need multilingual storefronts? A: SWishlist publishes multilingual support tiers (2 languages in Free, 7 in Basic, 20 in Premium), offering clarity for international merchants. Multi Wishlist’s public description does not list language tiers; merchants should confirm multilingual capability with the developer.

Q: Can wishlists be tied into loyalty or marketing automations? A: Single-purpose wishlist apps may provide APIs or events, but integration requires extra work and multiple tools. An integrated platform can natively connect wishlist behavior to point-based loyalty, referral incentives, and review campaigns—an option worth considering for merchants that want cohesive retention strategies. For example, Growave supports tying wishlist engagement to rewards and campaigns to increase repeat purchases and engagement; review the platform’s loyalty and rewards that drive repeat purchases and how it can collect and showcase authentic reviews.

Q: How should a merchant choose between a single-purpose wishlist app and an integrated platform? A: Consider immediate needs and future plans. If the goal is a low-cost, minimal-impact wishlist with predictable pricing, a single-purpose app like SWishlist is a solid starting point. If the business roadmap includes loyalty programs, referrals, and review collection that need to work together, an integrated platform reduces app fatigue and provides consolidated reporting and automation. Reviewing customer stories from brands scaling retention and evaluating plans can help determine whether consolidation is the better long-term investment.