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

Introduction

Navigating the Shopify App Store to find the right tools for an online store can be a complex endeavor, especially when seeking to enhance customer experience and drive engagement. Wishlist functionality, a seemingly simple feature, plays a critical role in customer retention, impulse purchase reduction, and inventory planning. Yet, choosing the appropriate app from a multitude of options requires careful consideration of features, scalability, and overall value.

Short answer: Ultimate Wishlist is generally suited for merchants prioritizing straightforward, customizable wishlist features with robust analytics for customer insights, while Fish Wishlist & Quote Request caters to a more specialized niche, offering B2B-centric functionalities like quote requests and deep Shopify POS integration. Both apps serve distinct merchant needs, with their primary differences lying in their target audience and the breadth of their feature sets beyond basic wishlisting. Integrated platforms, however, often present a more streamlined approach to customer retention, reducing the operational overhead of managing multiple single-function apps.

This analysis aims to provide an objective, feature-by-feature comparison of Ultimate Wishlist by Config Studio and Fish Wishlist & Quote Request by Native App Co. The goal is to equip merchants with the insights needed to make an informed decision, understanding each app's strengths, potential limitations, and ideal use cases within the broader landscape of e-commerce tools.

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

Deep Dive Comparison

This section offers a comprehensive look at the functionalities and strategic implications of Ultimate Wishlist and Fish Wishlist & Quote Request, examining how each app approaches key aspects of e-commerce operations.

Core Features and Workflows

At its foundation, a wishlist app's primary purpose is to allow customers to save products they are interested in for later consideration. Both Ultimate Wishlist and Fish Wishlist & Quote Request fulfill this core requirement, but they diverge significantly in their extended functionalities and the specific customer journeys they enable.

Wishlist Creation and Management

Ultimate Wishlist focuses on flexibility and user experience for the general consumer. It allows customers to create wishlists with or without registration or login, an important feature for reducing friction for new visitors. For registered users, the ability to see their wishlist across multiple devices enhances convenience and supports a seamless shopping experience. This app also allows customers to easily share their wishlist via Facebook, Twitter, and Email, turning personal preference into potential social proof and referral opportunities. Customizable email templates also enable merchants to send reminders about wishlist items, a direct lever for conversion that is well-suited for B2C models aiming to re-engage shoppers.

Fish Wishlist & Quote Request, on the other hand, emphasizes speed and integration, particularly for a business-centric context. Its "Express Wishlist" promises a fast setup and includes checkout and account widgets for a cohesive store experience. While it also facilitates sharing wishlists and uses social proof widgets, its workflow is notably geared towards the complexities of B2B transactions. This includes direct integration with Shopify POS for managing wishlists, purchase history, and abandoned carts, a feature that underscores its omnichannel utility for businesses with physical retail components or wholesale operations. The ability to create wishlist links is also a practical feature, especially in a B2B setting where product lists might be shared internally or with procurement teams.

Beyond Basic Wishlist: Specialization

Ultimate Wishlist remains largely within the realm of conventional wishlist functionality, albeit with a focus on granular control over its appearance and comprehensive analytics. It prioritizes understanding what products customers bookmark, how many times these items are viewed, and their eventual conversion to "add to cart." This data is invaluable for B2C stores looking to optimize product promotions and inventory based on customer interest signals.

Fish Wishlist & Quote Request expands significantly beyond the basic wishlist by incorporating B2B-specific features. The "Request a Quote" function is a standout, allowing customers (typically businesses) to request custom pricing for a list of products. This is critical for wholesale, custom orders, or high-value B2B transactions where standard pricing is insufficient. The app's ability to create draft orders directly from a wishlist and offer auto-invoicing streamlines the B2B sales process, addressing common pain points for wholesale operations. Features like "B2B pricing" and a "Quantity Picker on Wishlist" further underscore its commitment to the unique needs of business-to-business commerce. It also explicitly mentions supporting "Previously Purchased & Abandoned Cart" features, which while useful for B2C, takes on a different strategic value in B2B for repeat ordering.

Customization and Control

The ability to customize the appearance and behavior of a wishlist feature is paramount for maintaining brand consistency and integrating seamlessly with a store's design. Both apps offer customization, but their approaches and the depth of control differ.

Ultimate Wishlist places a high premium on visual and textual customization. It allows merchants to easily customize all text and appearance elements to match their store's branding. This includes colors, fonts, and potentially layout aspects, ensuring the wishlist button and page feel native to the website. The app also boasts non-English support, which is crucial for international merchants serving diverse linguistic audiences. Customizable email templates for sending reminders about wishlist items offer a further layer of brand consistency in customer communications. This level of aesthetic and textual control is highly beneficial for B2C brands that prioritize a cohesive customer experience and brand identity across all touchpoints.

Fish Wishlist & Quote Request, while promising "extensive options to create an omnichannel custom wishlist shopping experience," provides less explicit detail in its description about the depth of visual customization compared to Ultimate Wishlist. Its focus on "Express Wishlist: Fast Setup" suggests a more out-of-the-box solution that prioritizes quick deployment. However, its "Markets: Multi language & multi currency support" indicates robust functionality for internationalization, aligning with its B2B capabilities where global trade often requires such features. The mention of "White Glove Installation available by our team" suggests that deeper customization or complex integrations are possible, potentially requiring developer assistance or specialized setup, which could offer comprehensive control but with added cost and complexity.

Pricing Structure and Value for Money

Understanding the pricing structure and how it aligns with a store's operational scale is crucial for evaluating the true value of an app. Both Ultimate Wishlist and Fish Wishlist & Quote Request offer free plans, but their paid tiers vary significantly in cost and included features.

Ultimate Wishlist Pricing

Ultimate Wishlist offers a tiered pricing model that scales with usage, primarily based on the number of wishlist items and email reminders per month.

• Free plan: Offers up to 500 wishlist items per month, guest wishlist, wishlist on collection page, social sharing, customizable text/color, non-English support, and full reports. This is a solid starting point for small stores or those testing the waters with a wishlist.
• Basic plan ($4.99/month): Includes everything in the Free plan, increases to 1,000 wishlist items/month, adds custom email templates, and up to 500 email reminders per month. This tier provides more capacity and customization for growing B2C stores.
• Pro plan ($9.99/month): Builds on the Basic plan, allowing up to 5,000 wishlist items/month and up to 2,000 email reminders/month. It also adds the ability to send email reminders to individual users, offering a more personalized re-engagement strategy.
• Premium plan ($14.99/month): The highest tier, offering everything in Pro, with limits extended to 10,000 wishlist items/month and up to 5,000 email reminders/month. It also includes Facebook pixel integration, a valuable feature for advanced marketing and retargeting efforts.

Ultimate Wishlist's pricing is relatively modest, designed to grow with a store's customer engagement metrics. For B2C merchants, the value lies in the balance of cost, customization, and analytical insights, providing a predictable expense that scales linearly with customer activity.

Fish Wishlist & Quote Request Pricing

Fish Wishlist & Quote Request has a starkly different pricing model, reflecting its specialized feature set and target audience.

• Starter Wishlist (Free plan): Provides a 2-minute setup, supports up to 100 customers, includes Shopify Flow Triggers, and Klaviyo Integration. This free tier is quite generous for basic wishlist functionality and core integrations, especially for a B2B starter or small store needing these specific integrations.
• Lightning ($40/month): A significant jump in price, this tier offers unlimited wishlists, free migration from other apps, checkout upsell & account page extension, and features for previously purchased & abandoned cart. This plan focuses on scalability and enhanced customer journey integrations, useful for growing stores with high wishlist activity or those migrating from another solution.
• Trade ($90/month): This is the flagship B2B tier. It includes all Lightning features and adds the core B2B functionalities: Request a Quote function, ability to create Draft Orders from Wishlist, Auto Invoicing, and a Quantity Picker on Wishlist. This plan's value is specifically for businesses with B2B or wholesale operations that require these advanced capabilities.

Fish Wishlist & Quote Request’s pricing structure indicates that its higher value propositions are firmly in the B2B space. While the free tier offers good basic functionality and integrations, the substantial price increase for the Lightning and Trade plans suggests a focus on merchants whose business models genuinely benefit from or require these advanced B2B and omnichannel features. For pure B2C stores without B2B needs, the higher tiers might represent an overinvestment in unutilized features.

Integrations and “Works With” Fit

The effectiveness of any Shopify app is often amplified by its ability to integrate seamlessly with other tools in a merchant's tech stack. Both apps specify their integrations, revealing their strategic fit within different e-commerce ecosystems.

Ultimate Wishlist's description explicitly mentions "Facebook pixel integration" in its Premium plan, which is a key integration for B2C marketing, enabling targeted advertising and performance tracking. Beyond this, its inherent customizability suggests it can visually integrate well with any Shopify theme, but specific third-party app integrations (like email marketing platforms beyond just sending reminders) are not specified in the provided data. Its focus on analytics and email reminders implies a direct-to-customer communication loop, which may or may not require extensive external integrations depending on the merchant's existing setup.

Fish Wishlist & Quote Request highlights a broader range of explicit integrations, reflecting its ambition for an omnichannel and B2B-ready solution. It "Works With" Checkout, Shopify POS, Customer accounts, Shopify Flow, Flow Checkout Extensibility, Klaviyo, and Draft Orders.

• Shopify POS integration is a significant differentiator, allowing merchants to manage wishlists and potentially process quote requests or review purchase history directly from their point-of-sale system. This is invaluable for brick-and-mortar stores, pop-ups, or wholesale showrooms.
• Klaviyo Integration is a powerful asset, enabling merchants to leverage their wishlist data within sophisticated email marketing automation flows, a feature also available in its free plan. This is a clear advantage for stores heavily invested in email marketing.
• Shopify Flow Triggers allow merchants to automate workflows based on wishlist activity, further enhancing its utility for complex operational needs.
• Draft Orders integration is crucial for its B2B quote request functionality, simplifying the process of converting a customer's requested list into a formal order.
• Checkout and Customer accounts integration ensures a smooth user experience from saving items to completing purchases. Its compatibility with "Flow Checkout Extensibility" also suggests readiness for the evolving Shopify checkout experience. These integrations position Fish Wishlist & Quote Request as a robust component in a more complex, integrated tech stack, especially for businesses operating across multiple sales channels or catering to a B2B client base.

Analytics and Reporting

Data-driven decision-making is essential for e-commerce growth. How an app provides insights into customer behavior can significantly impact a merchant's strategy.

Ultimate Wishlist excels in providing strong analytics and reporting for its core function. Its "Powerful dashboard with analytics of Wishlist add, page view, added to cart" offers merchants granular insights. This means a merchant can see not only which products are being added to wishlists but also how often those wishlist pages are viewed and, crucially, how many of those items eventually make it into the cart. This data can directly inform inventory decisions, marketing campaigns, and product development, highlighting popular products and variants that customers want most. For B2C stores, understanding these customer intent signals is a powerful tool for driving conversions and optimizing product promotion efforts. The "Full reports" mentioned in the free plan suggest that even basic users gain access to valuable data.

Fish Wishlist & Quote Request's description, while emphasizing features like "Social Proof widgets to boost sales" and "Previously Purchased & Abandoned Cart," does not explicitly detail a dedicated analytics dashboard for wishlist activity itself in the same way Ultimate Wishlist does. Its value in this area might be more indirect, relying on integrations like Shopify Flow and Klaviyo to process and analyze wishlist data for marketing automation. For example, Shopify Flow triggers could be used to export wishlist data to a custom reporting tool, or Klaviyo could segment users based on their wishlist contents for targeted campaigns. While valuable, this suggests that direct, in-app reporting on wishlist popularity or conversion rates might be less pronounced or require external tools for comprehensive analysis.

Customer Support Expectations and Reliability Cues

The reliability of an app developer and the quality of their customer support are critical factors, especially when an app becomes integral to daily operations. Review counts and ratings often serve as initial indicators.

Ultimate Wishlist by Config Studio has 34 reviews with an impressive 4.9-star rating. This higher volume of reviews, coupled with a nearly perfect average, suggests a more established user base and a consistently positive user experience. A higher review count generally implies that the app has been used by a broader range of merchants over a longer period, allowing more data points for assessing its stability and the developer's responsiveness. The consistent high rating indicates that the app generally meets or exceeds user expectations, and any support issues are likely resolved effectively.

Fish Wishlist & Quote Request by Native App Co has 7 reviews with a perfect 5-star rating. While a perfect 5-star rating is excellent, the lower number of reviews suggests a newer presence in the market or a smaller user base. This doesn't inherently mean lower quality, but it provides less social proof compared to an app with significantly more reviews. Merchants might need to rely more on the app's detailed feature descriptions and a thorough evaluation during a free trial period to assess its long-term reliability and support quality. The mention of "White Glove Installation available by our team" might indicate that more complex installations or setups come with dedicated support, which can be a strong point for specific high-value use cases.

Performance, Compatibility, and Operational Overhead

An app's impact on store performance, its compatibility with various Shopify environments, and the overhead it introduces are practical considerations for any merchant.

Ultimate Wishlist is designed to be fully customizable, including its text and appearance. This focus on front-end integration implies a need for clean code to prevent performance degradation. With "non-English support" and comprehensive customization, it aims for broad compatibility across themes and global audiences. Its pricing model, based on wishlist items, means merchants need to monitor usage to manage costs, but the app itself is quite focused, potentially leading to lower operational overhead compared to multi-feature apps, assuming it's well-coded. The simplicity of its core function helps minimize potential conflicts within a broader app stack.

Fish Wishlist & Quote Request emphasizes "Lightning Fast Wishlist," suggesting a focus on optimized performance and minimal impact on page load times. Its compatibility is explicitly broad, working with Checkout, Shopify POS, Customer accounts, Shopify Flow, Flow Checkout Extensibility, Klaviyo, and Draft Orders. This extensive list of "Works With" indicates a robust integration strategy that anticipates complex Shopify environments, including Shopify Plus stores. However, with more features and deeper integrations (especially with POS and Flow), there's a higher potential for operational overhead in terms of setup complexity, ensuring all integrations function as intended, and potentially managing multiple B2B-specific workflows. For merchants running an omnichannel operation or a significant B2B component, this overhead is likely justified by the expanded capabilities and streamlined processes. Its multi-language and multi-currency support further bolster its compatibility for international operations, reducing the need for additional localization tools for the wishlist itself.

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

While specialized apps like Ultimate Wishlist and Fish Wishlist & Quote Request excel in their specific niches, many growing Shopify merchants encounter a common challenge: "app fatigue." This phenomenon arises from the accumulation of numerous single-purpose apps, each addressing a specific need—one for loyalty, another for reviews, a third for wishlists, and so on. The consequences are manifold: tool sprawl, where managing dozens of individual apps becomes cumbersome; fragmented customer data spread across various systems, making a holistic view of the customer impossible; inconsistent customer experiences due to disparate interfaces; increased integration overhead as each new app needs to communicate with others; and often, a higher total cost of ownership from stacked subscription fees.

This is where the "More Growth, Less Stack" philosophy of an integrated retention platform offers a compelling alternative. An all-in-one solution consolidates essential customer engagement and retention tools into a single platform, streamlining operations and providing a unified data source. Such a platform isn't just about combining features; it's about creating synergistic effects where different modules work together seamlessly to amplify customer lifetime value.

Growave, for instance, provides a flexible retention platform designed to help Shopify merchants build loyalty, increase repeat purchases, and boost customer engagement by combining Loyalty and Rewards, Referrals, Reviews & UGC, Wishlist, and VIP Tiers into one integrated suite. This approach ensures that a customer adding an item to their wishlist might also be earning loyalty points and rewards designed to lift repeat purchases, or engaging with social proof that supports conversion and AOV through collected reviews.

For businesses focused on customer relationships and sustainable growth, an integrated platform offers a more coherent strategy. Instead of disparate apps, all data flows into one central hub, providing a clearer view of total retention-stack costs and enabling richer customer segmentation and personalization. This not only simplifies day-to-day management but also ensures a consistent and branded experience across all customer touchpoints, from saving products to earning rewards and leaving feedback. Merchants can gain significant efficiencies, reducing the time spent on app management and freeing up resources to focus on strategic growth initiatives.

An all-in-one platform is particularly beneficial for high-growth stores, including those on Shopify Plus, which often grapple with the complexities of scaling their operations. The ability to manage multiple retention drivers from a single dashboard supports capabilities designed for Shopify Plus scaling needs, ensuring that an increasing customer base doesn't translate into an exponentially increasing app stack. This unified approach minimizes conflicts between apps, reduces the need for complex custom integrations, and ensures that all retention efforts are aligned under one strategic umbrella. If consolidating tools is a priority, start by selecting plans that reduce stacked tooling costs.

The benefits extend beyond mere consolidation. An integrated platform allows for sophisticated cross-module strategies, such as rewarding customers for leaving reviews that reduce uncertainty for new buyers, or offering exclusive VIP perks to customers who consistently engage with retention programs that reduce reliance on discounts. For larger businesses, this holistic view is crucial for understanding the complete customer journey and optimizing every interaction. Moreover, for merchants who are considering an approach that fits high-growth operational complexity, an integrated solution minimizes the learning curve and ensures consistent performance across essential retention tools. Before committing to multiple single-purpose solutions, it is prudent to consider the long-term advantages of evaluating feature coverage across plans offered by comprehensive platforms. For instance, checking merchant feedback and app-store performance signals can help assess the reliability and support of such a unified solution.

Conclusion

For merchants choosing between Ultimate Wishlist and Fish Wishlist & Quote Request, the decision comes down to their primary business model and specific functional requirements. Ultimate Wishlist stands out as a robust, highly customizable, and analytics-driven solution ideal for B2C stores seeking to enhance the standard shopping experience, gain insights into popular products, and re-engage customers with automated email reminders. Its accessible pricing tiers and strong review rating make it a reliable choice for a broad range of consumer-facing businesses.

Conversely, Fish Wishlist & Quote Request carves out a distinct niche, providing specialized functionality for B2B merchants and those with omnichannel strategies involving Shopify POS. Its Request a Quote feature, Draft Order integration, and B2B pricing capabilities address complex wholesale and enterprise sales processes, while its deep integrations with Klaviyo and Shopify Flow cater to advanced automation needs. The higher pricing for its advanced tiers is justified for businesses that truly leverage these specialized B2B and POS features.

However, for a growing number of Shopify merchants, managing disparate single-function apps for loyalty, reviews, referrals, and wishlists can lead to operational inefficiencies and a fragmented customer experience. An integrated platform, by consolidating these essential tools, offers a strategic advantage. It provides a unified view of customer data, ensures consistent branding, and reduces the complexity and cost associated with managing multiple apps. This approach fosters a more holistic and sustainable growth model by enhancing loyalty programs that keep customers coming back and leveraging UGC workflows that keep product pages credible. Merchants can find deeper value by selecting an integrated solution that supports features aligned with enterprise retention requirements and provides a pricing structure that scales as order volume grows. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

What are the key differences between Ultimate Wishlist and Fish Wishlist & Quote Request?

The primary difference lies in their specialization. Ultimate Wishlist focuses on comprehensive wishlist features, extensive customization, and robust analytics primarily for B2C stores. Fish Wishlist & Quote Request differentiates itself with strong B2B features like quote requests, draft order integration, and deep Shopify POS compatibility, catering to wholesale and omnichannel businesses.

Which app is better for a small B2C store?

For a small B2C store, Ultimate Wishlist is generally a better fit. Its free plan offers a solid foundation of features, including guest wishlists, social sharing, and customizable appearance. The tiered pricing is affordable and scales with wishlist usage, making it cost-effective for growing consumer-focused businesses.

Can either app integrate with email marketing platforms?

Ultimate Wishlist offers customizable email templates for sending reminders directly. Fish Wishlist & Quote Request explicitly highlights a Klaviyo Integration even in its free plan, allowing for sophisticated email marketing automation based on wishlist activity. Merchants leveraging Klaviyo would find Fish Wishlist & Quote Request's direct integration a significant advantage.

How does an all-in-one platform compare to specialized apps?

An all-in-one platform consolidates multiple customer engagement and retention tools (like loyalty, reviews, wishlists, and referrals) into a single suite, unlike specialized apps that each serve a single function. This integration offers benefits such as a unified view of customer data, reduced app sprawl, consistent customer experience across touchpoints, and often a lower total cost of ownership by avoiding stacked subscription fees. It simplifies management and creates synergy between different retention efforts, especially valuable for scaling businesses. For a a tailored walkthrough based on store goals and constraints, an integrated solution can demonstrate its full potential.