Ultimate Wishlist vs. Fish Wishlist & Quote Request: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a common pain point for Shopify merchants. Wishlists can increase conversion rates, recover intent, and feed merchandising decisions — but the marketplace is crowded with single-purpose tools and feature overlaps that make selection difficult.

Short answer: Ultimate Wishlist is an attractive option for stores that need a lightweight, highly customizable wishlist with strong reporting and an approachable price ladder. Fish Wishlist & Quote Request targets merchants who need omnichannel wishlist features plus B2B workflows (quotes, draft orders, POS integration) and fast enterprise-style setup. For merchants who want to reduce tool sprawl and get wishlist plus loyalty, referrals, and reviews bundled, a unified platform like Growave often delivers better value for money and retention outcomes.

This post provides an in-depth, feature-by-feature comparison of Ultimate Wishlist (Config Studio) and Fish Wishlist & Quote Request (Native App Co). The goal is practical clarity: strengths, weaknesses, pricing implications, integrations, onboarding, and the kinds of merchants best served by each app. The analysis concludes with an alternative approach for merchants exhausted by stacking single-point solutions.

Ultimate Wishlist vs. Fish Wishlist & Quote Request: At a Glance

Feature Comparison

Core Wishlist Functionality

Both apps solve the fundamental problem: let customers save items for later. The differences lie in depth and adjacent workflows.

Ultimate Wishlist focuses on a full-featured wishlist experience for typical DTC stores. Key capabilities include guest wishlists, cross-device account sync, share buttons for Facebook/Twitter/Email, and customizable UI text and colors. The app also emphasizes a reporting dashboard that tracks wishlist adds, page views, and add-to-cart events — useful for merchandising.

Fish Wishlist centers on speed and commerce-oriented extensions. The wishlist is described as “lightning fast,” with express setup and account widgets for checkout and customer pages. Fish adds commerce-focused features like shared wishlist links, social proof widgets, and explicit integration with POS and checkout flows. The unique differentiator is the Request a Quote and B2B workflow, turning saved lists into draft orders or quotes.

Merchants deciding between the two should weigh whether the wishlist is primarily a consumer convenience or a commerce trigger (quote/draft order). For straightforward bookmarking and insights, Ultimate Wishlist is sufficient and budget-friendly. For stores that convert wishlist into orders via POS or B2B quotes, Fish provides purpose-built tools.

Sharing, Social, and UX

Sharing is standard on both platforms, but implementation and focus differ.

Ultimate Wishlist supports social sharing (Facebook, Twitter) and email sharing. It allows non-English text customization across the interface, which is important for international stores. Customizable email templates and per-customer reminders come on paid plans, which helps bring customers back to purchase.

Fish brings sharing into an omnichannel sales context by enabling link-based sharing, social proof widgets, and account/checkout widgets that show previously saved items or social signals. The social proof elements can be used to lift conversions on collection and product pages.

For brands prioritizing customer experience and cross-device continuity, Ultimate Wishlist’s focus on lightweight customization and clear sharing options will be appealing. For brands prioritizing conversion mechanics and on-site persuasion, Fish’s social proof and widget environment has more immediate upside.

Email Reminders, Automation & Follow-Up

Recovering wishlist intent depends heavily on reminder and outreach capability.

Ultimate Wishlist offers email reminder features across paid tiers, with the ability to send templated reminders and, on higher plans, to send reminders to individual users and scale email volumes (up to 5,000 reminders/month on Premium). The built-in analytics can help tune which products to remind on.

Fish integrates directly with Klaviyo and Shopify Flow triggers, enabling stronger automation for wishlist events. This allows wishlist adds to feed into segmented email flows, abandoned wishlist campaigns, or lifecycle journeys that already exist in a merchant’s ESP.

If the merchant has a mature marketing stack and uses Klaviyo or Flow, Fish’s integrations make automation easier. For merchants without a separate ESP, Ultimate Wishlist’s built-in email reminders offer a simpler, cheaper path to re-engagement.

B2B, Draft Orders, and POS Support

This is a deciding area for wholesale or omnichannel merchants.

Fish is explicitly built with B2B workflows in mind. The Trade plan includes Request a Quote functionality, the ability to create draft orders directly from wishlists, auto invoicing, and a quantity picker on wishlist pages. Integration with Shopify POS allows staff to access wishlists, purchase histories, and abandoned cart data in-store. For wholesale customers and account-managed buyers, turning saved lists into draft orders streamlines ordering and negotiation.

Ultimate Wishlist does not advertise these enterprise B2B features. Facebook pixel integration appears only on higher plans, which helps ad targeting, but there is no draft order automation or POS tooling. For stores that require quotes, invoicing, or POS wishlist access, Fish is the better fit.

Customization & Theming

Both apps offer appearance customization, but the extent differs.

Ultimate Wishlist touts full text and appearance customization, including Non-English support, which is useful for small brands that want the wishlist to match storefront branding. This is accessible even on the free tier, which lowers the barrier to create a native-feeling experience.

Fish emphasizes fast setup and checkout/account widgets; it also supports multi-currency and multi-language markets. White-glove installation is available to speed complex theme integration or advanced widget placement.

For shoppers who demand pixel-perfect UI alignment, both apps will work, but Fish’s white-glove option reduces friction for merchants who lack developer resources. Ultimate Wishlist’s customization depth is attractive for stores comfortable with self-serve set up.

Analytics & Merchandising Insights

Data is where wishlist apps begin to justify their cost.

Ultimate Wishlist provides built-in analytics that track wishlist adds, page views, and adds to cart. These metrics are practical and actionable: identify popular SKUs and variants and feature them in promotions or replenishment campaigns. Reports are included on free and paid tiers, making insights accessible early.

Fish’s analytics are less described as a native dashboard and more as integrated signals into other systems (Klaviyo, Shopify Flow, POS). For merchants already using third-party analytics or ESPs, feeding wishlist events into that ecosystem can yield richer insights inside existing marketing and BI tools.

Merchants with limited tooling benefit from native analytics in Ultimate Wishlist. Merchants with broader analytics stacks may prefer Fish’s event-driven model to consolidate signals where they already analyze customer behavior.

Integrations & Extensibility

Integration breadth matters for scalability.

Fish lists several Shopify-native integrations including Checkout, Shopify POS, Customer Accounts, Shopify Flow, Klaviyo, Draft Orders, Checkout Extensibility, and more. These integrations enable deeper automation and omnichannel flows.

Ultimate Wishlist focuses on in-app features and analytics, with less emphasis in product notes on third-party integration hooks. It does offer Facebook pixel integration on the Premium tier, which helps track ad-driven wishlist interactions.

If the store’s growth depends on connecting wishlist events to CRM, ESP, POS, or custom back-office systems, Fish has the edge. For leaner stores that want a single-purpose wishlist with built-in reporting, Ultimate Wishlist remains a compelling, low-friction solution.

Performance, Setup Time, and Onboarding

Speed and simplicity lower activation costs.

Ultimate Wishlist targets merchants who want quick setup and customization without complex onboarding. The free plan includes many features, enabling rapid trials.

Fish markets itself as “lightning fast” and offers express setup plus white-glove installation for more complex needs. That combination allows merchants to go live quickly while still getting support for custom implementations. The trade-off is higher starting prices on paid tiers.

Small merchants with limited budgets and developer resources can test Ultimate Wishlist at no cost. Meanwhile, merchants who need enterprise features and prefer support during integration may find Fish’s onboarding investments worthwhile.

Pricing & Value

Pricing comparisons should emphasize value rather than absolute cost.

Ultimate Wishlist has a notably low barrier to entry. The free plan includes up to 500 wishlist items per month, guest wishlist support, sharing, and full reports. Paid plans start at $4.99/month (1,000 items/month) and climb to $14.99/month for Premium features like Facebook pixel integration and expanded email reminder capacity. For stores focused solely on wishlist functionality, this is excellent value for money.

Fish’s free Starter tier is limited (up to 100 customers), but the Lightning plan at $40/month unlocks unlimited wishlists, checkout upsell, and account page extensions. The Trade plan at $90/month targets B2B needs with quote/draft order capabilities and auto invoicing. For stores that need these B2B/omnichannel features, Fish’s pricing reflects robust capability rather than being a bargain.

Considerations for value:

• Frequency of wishlist usage: high-volume usage favors Fish’s unlimited plan; modest usage favors Ultimate Wishlist.
• Need for B2B/POS: Fish justifies higher pricing through specialized workflows.
• Desire to reduce app count: merchants already using or planning to use a consolidated retention suite may find better ROI elsewhere (see the Alternative section).

Support & Trust Signals

Shopify review counts give a proxy for market adoption and social proof.

Ultimate Wishlist has 34 reviews and a 4.9 rating. That indicates a modest but satisfied user base and a well-reviewed product for its target scope. Fish has fewer reviews (7) but a perfect 5.0 rating, suggesting strong satisfaction among a smaller set of users. Review counts alone are not definitive: higher counts can indicate broader adoption and more resolved edge cases; fewer, pristine reviews may indicate early-stage adoption or more selective user fit.

Support offerings differ: Fish advertises white-glove installation and hands-on onboarding; Ultimate Wishlist appears more self-serve with in-app customization and documentation. Merchants who prioritize high-touch onboarding and implementation help may favor Fish; those comfortable with self-implementation will find Ultimate Wishlist adequate and lower-cost.

Use Cases — Which App Is Right For Which Merchant

• Merchants on a tight app budget who only need wishlist basics, cross-device continuity, simple sharing, and built-in analytics: Ultimate Wishlist is a strong, low-cost option with a generous free plan.
• DTC stores that want to start small and test wishlist impact without committing to complex integrations: Ultimate Wishlist’s free tier and low monthly price tiers offer good initial ROI.
• Omnichannel or wholesale merchants that need POS wishlist access, Request a Quote, draft order creation, invoicing, or B2B features: Fish Wishlist & Quote Request fits those operational workflows better.
• Merchants using Klaviyo, Shopify Flow, or an advanced analytics stack that want wishlist events to feed into existing automations: Fish’s native integrations make it easier to build event-driven journeys.
• Merchants who lack developer resources but need polished, integrated widget placement and behavior on theme: Fish’s white-glove installation can reduce friction.

Considerations Before Choosing

• Volume and growth plan: estimate monthly wishlist activity. Ultimate Wishlist’s tiers cap items and emails; high-volume stores may hit limits quickly.
• Integration needs: if wishlist events must feed into CRM/ESP, confirm available integrations and event formats before committing.
• B2B/wholesale operations: if quotes, draft orders, and POS support are essential, choose Fish or consider a more integrated platform.
• App sprawl and maintenance: stacking many single-purpose apps increases complexity. If wishlist is only one of several retention needs (loyalty, reviews, referrals), evaluate platforms that consolidate these functions.
• Trial and testing: use free tiers or trials to validate UX impact and analytics before migrating.

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

Single-purpose apps can solve narrow problems quickly, but they also introduce long-term maintenance and data fragmentation. App fatigue happens when merchants accumulate multiple apps to handle loyalty, reviews, referrals, wishlist, VIP tiers, and more. Each app adds billing complexity, potential theme conflicts, duplicated features, and separate analytics surfaces that make it harder to optimize retention holistically.

Growave’s philosophy — More Growth, Less Stack — is designed to address that pain. Instead of bolting a wishlist app to separate loyalty and review tools, Growave bundles Wishlist with Loyalty & Rewards, Referrals, Reviews & UGC, and VIP Tiers in a single retention platform. That reduces integration overhead and keeps customer data centralized for clearer insights.

Key benefits of consolidating features:

• Unified customer profiles: wishlist activity, reward balances, and review history live in the same platform, making segmentation and personalized outreach easier.
• Consistent UX customization: brand voice and visual design apply across wishlist, loyalty widgets, and review displays without stitching multiple apps together.
• Fewer billing and maintenance headaches: a single vendor reduces support overhead and lowers the risk of theme conflicts or redundant features.

Growave integrates with common Shopify and marketing tools and provides a roadmap for merchants who want to scale retention without stacking dozens of apps. For merchants evaluating consolidation, it makes sense to compare Growave plans to understand cost trade-offs versus multiple single-purpose subscriptions.

Growave also provides enterprise options for stores on Shopify Plus and more advanced customization needs; merchants can explore solutions tailored for larger merchants that require checkout extensions or headless setups by checking how Growave supports solutions for high-growth Plus brands.

For merchants who prioritize loyalty-first growth, Growave offers a comprehensive loyalty module. Refer to the feature overview for merchants who want loyalty and rewards that drive repeat purchases — it explains how point systems, VIP tiers, and custom reward actions work together to increase LTV.

Growave also centralizes review collection and display, enabling merchants to collect and showcase authentic reviews and use user-generated content across product pages and social channels. Because wishlist signals feed into the same system, merchants can align rewards and review prompts based on expressed interest.

Growave appears on the Shopify App Store, which simplifies installation for merchants who want a single vendor solution; merchants can discover Growave on the Shopify App Store to review features, ratings, and install options.

White-glove onboarding and personalized implementation can be arranged; merchants who prefer a guided approach can book a personalized demo. Book a personalized demo to see how an integrated retention stack improves retention.

Why consolidation often wins:

• Faster experimentation: run loyalty, wishlist, and referral tests together and see cross-channel effects on retention without mapping events across vendors.
• Better attribution: track how loyalty offers and wishlist reminders combine to influence repeat purchases within one analytics view.
• Operational simplicity: fewer APIs to maintain, fewer support tickets, and cleaner theme code.

Compare hypothetical cost profiles: two separate apps each charging $49/month plus an ESP integration could quickly exceed the mid-tier plans of a unified solution. Growave’s tiered plans let merchants choose the right balance of volume and features and aim to deliver better value for money when multiple retention features are required. Merchants can consolidate retention features to assess whether an all-in-one platform reduces total cost of ownership.

Growave’s platform supports integrations that matter for advanced workflows, including email marketing platforms and POS/checkout extensions. If a merchant is using Klaviyo, Omnisend, Recharge, or Gorgias, Growave supports these integrations to avoid rebuilding automations from scratch. See how Growave stacks against specific platform needs by visiting the app listing to discover Growave on the Shopify App Store.

Below are practical scenarios where switching to an all-in-one model often provides measurable benefits:

• A mid-size store with an active loyalty program, a growing review volume, and a wishlist app: consolidating into one platform reduces duplicate event tracking, unifies customer touchpoints, and accelerates loyalty-driven repeat purchases.
• A brand expanding internationally that needs multi-language support across loyalty messages, review prompts, and wishlist UX: a single platform ensures consistent localization and reduces the number of translation points.
• A high-growth Plus store that needs checkout extensibility and API access to build custom reward actions or headless storefront features: enterprise plans can provide the technical building blocks and support to scale.

For merchants ready to evaluate consolidation, it’s worth reviewing Growave’s plan tiers and supported features to determine whether a combined platform will improve lifetime value and simplify operations. Merchants interested in a trial can compare Growave plans to see how feature sets align with growth stages. For a closer look at loyalty features, see the details on loyalty and rewards that drive repeat purchases. To understand review capabilities, read the overview on how to collect and showcase authentic reviews.

Migration & Implementation Notes

Migrating from a single-purpose wishlist app to a consolidated platform requires planning but is achievable without disrupting UX.

Migration checklist highlights:

• Export wishlist data (user IDs, SKU lists, timestamps) to preserve customer intent history.
• Map email reminder sequences and automation rules to the new platform’s workflow engine to avoid losing cadence.
• Recreate any visual widgets in the new platform and test across key themes and devices.
• Rewire analytics and event tracking so wishlist events, review submissions, and loyalty conversions are attributed correctly.
• Communicate the change to customers if account behaviors or reward mechanics shift.

Both Ultimate Wishlist and Fish offer free tiers or trials enabling a side-by-side test. For merchants considering consolidation into Growave, the company provides documentation and support for data migration and integration with common marketing tools. Merchants can compare Growave plans to find the right tier for migration and then choose to discover Growave on the Shopify App Store if installation is preferred via the app marketplace.

Final Comparison Snapshot

• Simplicity and budget-friendly: Ultimate Wishlist is ideal for stores that want a focused wishlist with solid reporting at low cost. Its 4.9 rating across 34 reviews demonstrates consistent customer satisfaction within its target use case.
• Omnichannel and B2B: Fish Wishlist & Quote Request is designed for stores that need wishlist-driven commerce beyond DTC — quotes, draft orders, POS, and enterprise-style integrations. Its 5.0 rating across 7 reviews suggests a strong fit for those workflows.
• Consolidation and retention-first strategy: For merchants who want wishlist functionality plus loyalty, reviews, and referrals without managing several apps, an all-in-one platform like Growave can reduce friction and improve lifetime value.

Conclusion

For merchants choosing between Ultimate Wishlist and Fish Wishlist & Quote Request, the decision comes down to scope and scale. Ultimate Wishlist offers a focused, highly rated wishlist tool that provides strong customization and reporting for a modest price. Fish Wishlist & Quote Request suits merchants that require B2B features, POS connectivity, and deeper integrations into checkout and order workflows.

If wishlist functionality is one part of a broader retention strategy — including loyalty programs, referrals, and review management — consolidating into a single platform can reduce technical debt and improve outcomes. Growave packages wishlist with loyalty, referrals, and review tools so merchants can strengthen retention without adding multiple single-purpose apps. Start a 14-day free trial to evaluate whether a unified retention platform reduces app friction and accelerates lifetime value.

FAQ

What are the core differences in features between Ultimate Wishlist and Fish Wishlist & Quote Request?

• Ultimate Wishlist focuses on wishlist basics: guest and account wishlists, sharing, customizable UI, and built-in analytics with low-cost plans. Fish adds commerce and B2B capabilities such as Request a Quote, draft orders, POS integration, and social proof widgets, aimed at omnichannel and wholesale merchants.

How do the apps compare on pricing and value for money?

• Ultimate Wishlist provides strong value for merchants who need only wishlist functionality, with a free tier and paid plans starting at $4.99/month. Fish’s paid plans start higher ($40/month) but include unlimited wishlists, checkout upsells, and B2B workflows that justify the price for stores that need those features. Consider total cost of ownership if the wishlist is one of several retention tools.

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

• If wishlist is an isolated need and budget is tight, a specialized app such as Ultimate Wishlist can be an efficient solution. If wishlist interacts with loyalty, referrals, reviews, or B2B operations, an all-in-one platform reduces integration effort and data fragmentation — making platforms like Growave compelling for merchants focused on retention and long-term value.

How difficult is migration if we decide to switch apps or consolidate?

• Migration requires exporting wishlist data, recreating automation and email templates, and updating event tracking. Both apps offer free trials to test implementation. Merchants moving to a consolidated platform benefit from fewer integrations and centralized data, and can often get onboarding help to shorten the transition.