SWishlist vs SE Wishlist Engine: In-Depth Comparison

Introduction

Selecting the right wishlist app is a deceptively important decision for Shopify merchants. Wishlists can increase engagement, reduce friction during discovery, and create clear signals for marketing follow-up — but the wrong app adds maintenance overhead and creates inconsistent customer experiences.

Short answer: SWishlist: Simple Wishlist is a strong choice for merchants who want a lightweight, low-cost wishlist that’s easy to install and configure. SE Wishlist Engine is better suited to stores that need built-in reminders, alerts, and deeper analytics tied to customer behavior. For merchants who want to avoid installing multiple single-purpose tools, an integrated retention platform like Growave offers loyalty, reviews, referrals, and wishlist in one package — reducing tool sprawl and improving long-term retention.

This article provides a feature-by-feature comparison of SWishlist: Simple Wishlist and SE Wishlist Engine to help merchants make an informed decision. The comparison is structured to highlight core functionality, pricing and value, integrations, implementation and support, and real-world use cases. After the direct comparison, the piece explains the trade-offs of single-purpose apps and shows how an integrated solution can remove common pain points.

SWishlist: Simple Wishlist vs. SE Wishlist Engine: At a Glance

Deep Dive Comparison

Core Features and User Experience

Wishlist Creation & UX

SWishlist: Simple Wishlist focuses on a straightforward experience: visitors can add products to a wishlist, view a wishlist page, and share lists. The selling point is minimal friction — a clear call-to-action, consistent styling options, and a simple frontend widget. For stores prioritizing fast implementation and a consistent storefront experience, this approach reduces complexity and keeps load times low.

SE Wishlist Engine provides similar baseline functionality (add to wishlist, wishlist page, sharing), but expands user experience with features that proactively re-engage users. It supports guest wishlists, variant detection on product pages, and a popup-driven wishlist page that can nudge conversions. The experience is slightly more feature-rich for stores that want to tie wishlist behavior into downstream outreach.

Key points:

• SWishlist: fast onboarding, customizable button/icon, sharing.
• SE Wishlist Engine: guest wishlist support, variant-aware adds, and popup options.

Sharing and Social Options

Both apps allow sharing wishlists on social channels. SE Wishlist Engine highlights social sharing and custom icon/button options across all plans, which helps social-first stores and gifting use cases. SWishlist supports sharing as well, and emphasizes matching the wishlist styles to the store’s theme.

Practical note: Sharing is only valuable if the shared wishlist preserves product availability or variant details. SE Wishlist Engine’s variant detection reduces friction for shared links that include variant info.

Guest Wishlists and Account Behavior

SE Wishlist Engine explicitly supports guest wishlists — visitors can save favorites without creating an account. This removes an onboarding barrier that often prevents wishlist adoption. SWishlist does not list guest wishlist in the feature notes provided; its reliance on customer accounts and API compatibility means guest behavior may need additional configuration or may be limited on the Free tier.

For merchants focused on maximizing wishlist adoption among casual visitors, SE Wishlist Engine has a clear edge.

Reminders, Alerts, and Automated Follow-Up

This is a major differentiator.

SE Wishlist Engine includes wishlist reminders, price drop alerts, restock and low-stock notifications, and configurable auto-emails in higher tiers. Those features convert saved interest into sales by reaching out at critical moments — when price drops occur or when a favored SKU returns to stock.

SWishlist is intentionally simple and does not advertise email automation or price alerts as core features. Merchants who need automated lifecycle emails tied to wishlist events will likely need an additional app or an integration with an ESP (email service provider).

Impact:

• SE Wishlist Engine can drive near-term conversion through event-driven outreach.
• SWishlist keeps the product lighter but requires external systems to act on wishlist signals.

Analytics and Insights

SE Wishlist Engine offers reporting to reveal which products are most saved and which customers saved them; advanced plans include advanced insights. This helps merchants prioritize inventory and marketing for high-interest items.

SWishlist’s Premium plan mentions “unlimited access to all statistics,” but the scope is not described in detail in the plan text. For merchants who base decisions on wishlist trends, it’s important to confirm the types of reports available (per-product saves, customer-level behavior, time-based trends) before committing.

Customization and Theming

SWishlist emphasizes complete customization to match store themes and style. Merchants with complex visual identities and a need for pixel-perfect buttons often prefer an app that can be styled precisely, including multilingual storefront behavior.

SE Wishlist Engine also offers customization of buttons and icons; it takes an additional step by offering the ability to hide branding on paid tiers, which matters for merchants who want a white-label experience.

Pricing & Value for Money

Understanding pricing across different usage levels is essential to determine long-term value, especially as a wishlist feature scales with customer engagement.

SWishlist: Pricing Breakdown

• Free: 300 wishlist additions/month, 2 storefront languages, setup for up to 2 themes, support within 24–48 hours. This is sensible for stores that test wishlists or have low traffic.
• Basic ($5/month): 7,000 wishlist additions/month, 7 storefront languages, faster support (12–24 hours).
• Premium ($12/month): Unlimited wishlist additions, 20 languages, unlimited statistics, top-priority support.

Value analysis:

• SWishlist’s tiers are inexpensive and geared toward merchants with predictable traffic or global language needs. The $5 and $12 price points represent strong value if the merchant only needs wishlist functionality and premium support for low cost.

SE Wishlist Engine: Pricing Breakdown

• Free Plan: Up to 100 wishlist items, basic customization, basic insights.
• Basic Plan ($7.99/month): Unlimited wishlist items, custom icons, hide branding, basic insights.
• Advanced Plan ($14.99/month): Adds wishlist reminders, price/restock alerts, product recommendations, unlimited emails, Klaviyo and Facebook pixel integration, advanced insights.
• Premium Plan ($21.99/month): Adds multi-language & multi-currency, multi-language email templates, product recommendations, advanced insights.

Value analysis:

• SE Wishlist Engine’s free plan is limited to 100 items, which constrains sample size for larger catalogs.
• The Advanced tier at $14.99 captures core conversion-driving features (alerts and email automation) and integrations for marketing platforms. For merchants seeking automation without building flows in ESPs, this tier often delivers measurable ROI.
• The Premium tier is priced higher but adds localization and advanced analytics important for multi-region shops.

Comparative takeaways:

• For pure cost-conscious stores wanting a basic wishlist, SWishlist delivers better entry-level pricing and a more generous free tier for additions.
• For stores that value automation and conversion triggers, SE Wishlist Engine offers better feature coverage in mid-level tiers for a modest premium, which may justify the extra spend through conversion lift.

Integrations & Technical Compatibility

API & Developer Access

SWishlist lists “Works With: API.” This indicates developer-friendly access, enabling custom workflows and integration with the store’s backend or third-party tools. Merchant teams with development resources can build custom automations, connect wishlist events to CRM, or sync wishlist stats with BI tools.

SE Wishlist Engine lists “Works With: Customer accounts, Klaviyo, PageFly.” Native Klaviyo integration is notable — it allows wishlist triggers to feed directly into email flows and behavioral segments without custom event plumbing. PageFly compatibility helps stores using page builder apps keep wishlist elements consistent across custom product pages.

Practical implications:

• SWishlist is a good match for stores with in-house developers that want to tailor wishlist behavior.
• SE Wishlist Engine is a stronger fit for merchants who operate within marketing stacks built around Klaviyo and page builders.

Checkout, POS, and Headless

Neither app advertises deep checkout or POS extensions in the provided data. Merchants requiring wishlist behavior in the checkout flow or on POS terminals should verify compatibility or consider a platform that explicitly supports these touchpoints.

For merchants operating on Shopify Plus or headless architectures, consider an alternative that supports API-first integration and checkout extensions.

Implementation, Support, and Maintenance

Setup and Theme Support

SWishlist promises free setup for up to 2 themes and emphasizes theme-level customization. The free tier includes setup which is helpful for merchants that prefer app teams to handle theme modifications.

SE Wishlist Engine typically requires merchants to follow setup flows; paid support features (like hide branding) are accessible through paid tiers. The app lists integrations that simplify setup with Klaviyo and PageFly, but theme changes may need manual styling or app-guided steps.

Support Response Times and SLA

• SWishlist Support: Free plan support within 24–48 hours; Basic plan 12–24 hours; Premium with top-priority support.
• SE Wishlist Engine Support: Not explicitly stated in the data, but paid tiers provide more features which often include priority support in many apps.

Merchants who need rapid issue resolution during sales peaks should verify guaranteed response times or consider higher-tier support options.

Data Ownership, Security, and Compliance

Both apps operate within Shopify’s app framework and will store wishlist data tied to customer accounts or guest tokens. Merchants should confirm:

• Data export options (SE Wishlist Engine includes import/export in mid-high tiers).
• How long guest wishlist tokens are stored.
• Whether wishlist events can be forwarded to ESPs or exported for analysis.

SE Wishlist Engine lists import/export functionality in Advanced and Premium plans — a positive for merchants that want to back up or migrate wishlist data. SWishlist’s Premium tier mentions unlimited statistics but merchants should ask about raw data export.

Scalability and Performance

Wishlist features can increase database activity as customers add or remove items. SWishlist’s unlimited additions at $12/month is straightforward for scaling. SE Wishlist Engine scales features by plan and adds localization and analytics in the higher tiers.

Merchants with very large catalogs or heavy traffic peaks should test both apps under load, especially if the wishlist widget is loaded on collection pages or in persistent site areas.

SEO and Frontend Impact

A lightweight wishlist widget that uses minimal scripts will have less impact on page load times. SWishlist markets itself as simple and theme-friendly, suggesting a smaller script footprint. SE Wishlist Engine’s added functionality (popups, variant detection, reminders) could add more client-side logic. That said, the impact depends on implementation quality; developers should measure site speed with each app in a staging environment.

Reviews and Reputation

User ratings on the Shopify App Store provide a snapshot of merchant satisfaction.

• SWishlist: Simple Wishlist — 106 reviews, 4.9 rating.
• SE Wishlist Engine — 249 reviews, 4.9 rating.
• Growave (for context) — 1,197 reviews, 4.8 rating.

Both wishlist apps show high ratings, indicating positive experiences among current users. SE Wishlist Engine has a larger sample of reviews, which can suggest broader adoption or a longer presence on the market.

Use Cases: Which App Fits Which Merchant?

The decision should hinge on priorities: simplicity vs. automation; upfront cost vs. built-in conversion features.

SWishlist: Simple Wishlist is a solid match when:

• The merchant needs a low-cost, well-styled wishlist quickly.
• The store values minimal maintenance and a lightweight frontend.
• Development resources are available to capture events via API if automation is required.
• The store is small, with relatively low wishlist volume or a limited need for automated reminders.

SE Wishlist Engine is a better fit when:

• The merchant wants automated email reminders, price drop alerts, or restock notifications without building flows in an ESP.
• The store uses Klaviyo and prefers native integration for behavioral campaigns.
• Guest wishlists and social sharing are important for conversion and gifting use cases.
• The merchant wants ready-made analytics to prioritize products and follow up with interested customers.

Pros and Cons — Quick Summary

SWishlist: Simple Wishlist

• Pros:
  • Low price points with a generous Premium cap.
  • Theme customization and free setup for limited themes.
  • High user rating among buyers.
• Cons:
  • Fewer built-in automation features (email alerts, price drop notifications).
  • Free tier limited by addition count (300/month) which may constrain testing.

SE Wishlist Engine

• Pros:
  • Robust automation: reminders, price-drop/restock alerts, unlimited emails on advanced tiers.
  • Klaviyo support and PageFly compatibility.
  • Larger review base and high rating.
• Cons:
  • Higher cost for advanced features (Advanced and Premium tiers).
  • Slightly steeper setup for full feature use.

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

Many merchants start with a single feature app to solve a specific gap — a wishlist here, a reviews widget there, loyalty points later. As the store grows, this approach generates app sprawl: multiple subscriptions, duplicated overlapping functionality, inconsistent customer experiences, and increased technical maintenance. This phenomenon is commonly called app fatigue.

App fatigue consequences:

• Increasing monthly recurring costs across several single-purpose apps.
• Fragmented customer journeys (different styles, different data points).
• More integrations to maintain and more places to map user events.
• Slower iteration because changes require updates across multiple providers.

An alternative approach is to consolidate retention and engagement features into one integrated platform that reduces overlap and centralizes data. Growave follows a "More Growth, Less Stack" philosophy — bundling wishlist capabilities with loyalty, referrals, reviews, and VIP tiers to reduce tool sprawl and improve lifetime value.

Key benefits of consolidation:

• Single customer profile for loyalty, wishlist signals, and reviews sends cleaner, richer signals to marketing.
• Cross-tool promotions: reward customers for writing reviews or referring friends with the same platform.
• Fewer subscription fees and a lower total cost of ownership when features are used comprehensively.

Growave’s platform is designed for this consolidation:

• It combines loyalty and rewards, referrals, reviews and UGC, wishlist, and VIP tiers in one suite, which can help merchants improve retention holistically.
• For merchants that rely on marketing platforms, Growave supports many integrations and is built to work with enterprise-level environments.

Growave feature integration (examples of how consolidation helps):

• Use wishlist activity to seed loyalty actions (customers who wishlist an item can be nudged with targeted reward offers).
• Convert wishlist interest into review requests after purchase via centralized campaign rules.
• Combine referral incentives with wishlist sharing so customers who share lists can earn rewards.

To explore how consolidation reduces maintenance and improves retention outcomes, merchants can:

• Compare the combined cost of standalone tools to a bundled solution.
• Map customer journeys across tools and eliminate redundant touchpoints.
• Use centralized reporting to track conversion events from wishlist → email reminders → purchase → loyalty redemption.

For merchants ready to evaluate consolidation, there are practical next steps:

• Review the pricing and compare the total subscription cost if multiple single-purpose apps are used.
• Check integrations to ensure the platform plugs into existing email and analytics stacks.
• Test wishlist, loyalty, and review features in parallel to measure combined lift.

Merchants interested in consolidating retention features can view Growave’s pricing and plans to evaluate potential cost savings and feature coverage by exploring consolidate retention features. For stores that prefer installation through the Shopify ecosystem, Growave can also be installed directly from the Shopify App Store.

Growave’s product set and integrations are designed to work across common marketing tools:

• For loyalty-focused programs, merchants can set up loyalty and rewards that drive repeat purchases.
• To improve trust signals and social proof, merchants can collect and showcase authentic reviews.

Those considering a live walkthrough can book a personalized demo to evaluate how a unified retention stack would fit the store’s roadmap. Book a personalized demo to see how a unified retention stack accelerates growth.

How Growave Addresses Wishlist Shortcomings

If a merchant chooses an all-in-one route to eliminate the need for SE Wishlist Engine or SWishlist, Growave covers the wishlist basics plus integrated automations:

• Wishlist widget and wishlist page that match store styling.
• Automated follow-ups tied to wishlist events (using internal campaign rules and triggers).
• Direct integration of wishlist signals into loyalty and referral campaigns to increase customer lifetime value.

By linking wishlist behavior to reward mechanics, Growave helps merchants build persistent engagement loops — for example, rewarding customers for sharing wishlists, then converting that social activity into referral-driven acquisitions.

Integrations and Enterprise Compatibility

Growave supports a broad set of integrations for stores that need headless or enterprise-level capabilities, and provides PoS and checkout-level integrations for business models that require them. To review integration compatibility, merchants can check solutions for high-growth Plus brands and see how the platform matches enterprise requirements.

Growave also provides guidance and case studies from brands that transitioned from app stacks into a unified platform; merchants can consult customer stories from brands scaling retention for real-world examples.

Pricing Considerations When Consolidating

When evaluating consolidation, compare:

• The monthly cost of individual wishlist, loyalty, referral, and review apps combined.
• The incremental cost of a single, integrated solution that includes all those features.
• The hidden costs of maintenance, integration, and development across multiple providers.

Growave’s tiered pricing provides options depending on store size and feature demand. Merchants can evaluate plan details and trial options at consolidate retention features.

Implementation Scenarios and Migration Advice

For merchants currently using SWishlist or SE Wishlist Engine who are interested in consolidating:

Migration checklist:

• Export existing wishlist data: SE Wishlist Engine offers import/export on higher tiers. If using SWishlist, request data export via API access.
• Map customer identifiers (email or customer ID) to ensure continuity when migrating to a unified platform.
• Recreate or adapt automations: if SE Wishlist Engine is sending alerts via Klaviyo, replicate those flows in the unified platform or use the platform’s native automations.
• Theme and styling: plan for widget replacement to ensure the same visual layout and page performance.

Growave supports migration planning and customer success onboarding for merchants moving to an integrated stack. To discuss migration or see live examples, merchants can book a personalized demo.

Practical Recommendations

• If budget is the single limiting factor and wishlist is a small part of the roadmap, start with SWishlist Premium ($12/month) for unlimited additions and basic stats.
• If the priority is to convert wishlist interest to sales with minimal engineering, choose SE Wishlist Engine’s Advanced plan for built-in reminders and revenue-focused alerts.
• If the roadmap includes loyalty, referrals, reviews, and a wishlist, evaluate an integrated platform to reduce tool sprawl and centralize customer data. Compare the combined monthly cost of the standalone apps against a single platform’s plan at consolidate retention features.

Merchants using Klaviyo or page builders like PageFly will find native compatibility and reduced configuration time in solutions that support those products directly — consider SE Wishlist Engine for Klaviyo compatibility or an integrated platform that maintains the same connections.

Conclusion

For merchants choosing between SWishlist: Simple Wishlist and SE Wishlist Engine, the decision comes down to priorities and scale. SWishlist is an excellent choice for stores that need a simple, low-cost, and highly customizable wishlist that is light on maintenance. SE Wishlist Engine is better for merchants who want built-in reminders, price and restock alerts, and native integrations with marketing tools such as Klaviyo.

If the objective is to reduce operational complexity and consolidate retention tools into a single platform, an integrated solution offers significant strategic advantages. Growave brings wishlist, loyalty, referrals, reviews, and VIP tiers into one suite so merchants can focus on increasing lifetime value rather than managing multiple apps. Merchants considering consolidation and wanting to test the platform can consolidate retention features with a 14-day risk-free trial. Start a 14-day free trial to see how a unified retention stack improves retention and reduces tool sprawl.

FAQ

What are the core differences between SWishlist and SE Wishlist Engine?

• SWishlist emphasizes simplicity, low cost, and theme-level customization, with plan options that scale wishlist additions affordably. SE Wishlist Engine adds conversion-focused automation such as wishlist reminders, price-drop and restock alerts, product recommendations, and stronger integrations with marketing tools.

Which app is better for merchants using Klaviyo and PageFly?

• SE Wishlist Engine is the better choice out of the two because it lists native compatibility with Klaviyo and PageFly, enabling wishlist events to be used directly in email flows and custom page builds without extensive custom development.

How should a merchant choose between a single-purpose wishlist app and an all-in-one retention platform?

• Evaluate long-term goals: if the merchant plans to layer loyalty, referrals, and reviews in addition to a wishlist, an integrated platform reduces data fragmentation, lowers total maintenance, and provides joined-up campaigns. For a standalone wishlist need, a single-purpose app may be more cost-efficient up front.

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

• An all-in-one platform consolidates data and automations, which improves the ability to run cross-program campaigns and reduces subscription overhead. Specialized apps can provide narrower price points or niche functionality, but may force merchants to maintain multiple integrations and duplicate data mapping across systems. For merchants seeking comprehensive retention strategies, consolidation often delivers better long-term ROI and simpler operations.