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

Introduction

Choosing the right wishlist app can affect conversion rates, average order value, and long-term customer retention. Shopify merchants face a dense marketplace of single-purpose tools and platform suites that promise overlapping benefits. Picking a wishlist solution requires balancing immediate needs (ease of setup, free plans) with longer-term outcomes (analytics, omnichannel support, and B2B features).

Short answer: Ultimate Wishlist is a focused, easy-to-configure wishlist for merchants who want reliable basics and strong reporting at a low monthly cost. Fish Wishlist & Quote Request targets stores that need fast setup plus B2B functionality, POS integration, and quote workflows for trade customers. For merchants who want to reduce app sprawl and build a unified retention strategy, an integrated platform that includes wishlist plus loyalty, reviews, and referrals often represents better value for money than stacking single-purpose apps.

This article provides a detailed, feature-by-feature comparison of Ultimate Wishlist (Config Studio) and Fish Wishlist & Quote Request (Native App Co) to help merchants decide which solution fits their store. After the comparison, the article explains how an all-in-one retention platform can reduce tool fatigue and introduces a consolidated alternative.

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

Deep Dive Comparison

Feature Set

Wishlist Basics and UX

Ultimate Wishlist focuses on the core wishlist experience: adding items, saving for later, sharing lists, and cross-device sync via optional login. The app supports guest wishlists, customizable text and colors, and social sharing links for Facebook, Twitter, and email. That makes it straightforward for stores that want a familiar wishlisting experience without heavy setup.

Fish Wishlist emphasizes speed and omnichannel widgets. It advertises express setup and ready-made account and checkout widgets so shoppers can interact with wishlists across POS, storefront, and user accounts. The UX goals are broader: not only save items but also surface wishlists inside checkout, the account page, and POS terminals.

Practical implications:

• For stores that want a simple, familiar wishlist with guest support and basic sharing, Ultimate Wishlist is lightweight and quick to deploy.
• For merchants that need a wishlist to work seamlessly across POS and online checkout, Fish Wishlist’s widgets and POS support are more aligned with omnichannel retail flows.

Customization and Theming

Ultimate Wishlist allows "all text and appearance" customization to match a store’s theme, plus non-English support. Merchants can adapt copy and color to fit branding, which is usually sufficient for most themes without development resources.

Fish Wishlist also offers customization but positions its value on quick deployment and prebuilt widgets rather than deep theme overhauls. It offers white-glove installation by the vendor’s team for clients who want hands-on help.

Practical implications:

• Merchants with in-house developers or simple customization needs will find Ultimate Wishlist flexible.
• Merchants that prefer vendor-assisted implementation or standardized widgets for POS/checkout might favor Fish Wishlist.

Account, Guest Mode, and Cross-Device Sync

Both apps support guest wishlist behavior. Ultimate Wishlist explicitly supports creation with or without registration, and users can log in to see wishlists across devices. Fish Wishlist offers similar account-based and guest workflows but highlights checkout and account page extensions, which supports quicker access to wishlists during purchase flows.

Sharing and Social Proof

Ultimate Wishlist includes direct sharing via social platforms and email. Fish Wishlist goes further by offering social proof widgets and shareable wishlist links intended to drive conversions via UGC-style signals.

Practical implications:

• For standard sharing needs, Ultimate Wishlist covers the basics.
• For conversion-focused merchants who want to embed social proof or create shareable links that drive traffic, Fish Wishlist offers more marketing widgets.

B2B, Quote Request, and Draft Order Capabilities

This is where the apps diverge most clearly. Ultimate Wishlist is a consumer-focused wishlist tool and does not claim any B2B-specific workflows. Fish Wishlist explicitly includes Request a Quote, B2B pricing, draft order generation, auto invoicing, and quantity pickers. Those features are essential for wholesale, trade, or volume-based merchants who need a wishlist to function as a preliminary order or negotiation tool.

Practical implications:

• B2B merchants with repeat trade customers, quotation workflows, or draft-order needs will likely prefer Fish Wishlist.
• Pure B2C merchants will not benefit from Fish Wishlist’s advanced B2B features and may prefer Ultimate Wishlist’s simpler pricing.

POS Integration and Omnichannel Support

Fish Wishlist integrates with Shopify POS and can surface wishlist history and abandoned carts at the register. This is a major advantage for omnichannel stores running POS hardware that want unified customer experiences. Ultimate Wishlist does not emphasize POS integration.

Analytics and Reporting

Ultimate Wishlist positions "powerful dashboard with analytics" showing wishlist adds, page views, and added-to-cart events. This is valuable for merchandising decisions — merchants can see which products or variants attract interest and adjust inventory or marketing accordingly.

Fish Wishlist focuses less on detailed public analytics in the description and more on flow triggers and integration with Shopify Flow and Klaviyo for event-driven automation. That pushes analytics into the merchant’s existing analytics stack rather than providing a robust native dashboard.

Practical implications:

• Merchants wanting an out-of-the-box wishlist analytics dashboard will find Ultimate Wishlist helpful.
• Merchants already using analytics platforms and automation tools may prefer Fish Wishlist’s event-triggered integrations.

Pricing and Value

Pricing is a key decision factor for merchants evaluating the ROI of an app.

Ultimate Wishlist Pricing Breakdown

• Free plan: up to 500 wishlist items/month, guest wishlist, wishlist on collection pages, sharing, customizable text/colors, non-English support, full reports.
• Basic – $4.99/month: everything in Free plus up to 1,000 wishlist items/month, custom email template, up to 500 email reminders/month.
• Pro – $9.99/month: adds individual user email reminders, up to 5,000 wishlist items/month, up to 2,000 email reminders/month.
• Premium – $14.99/month: up to 10,000 wishlist items/month, up to 5,000 email reminders/month, Facebook pixel integration.

Ultimate Wishlist occupies the low-cost end of the market. For merchants with modest wishlist volume and simple needs, the Free or Basic plans deliver core functionality at minimal spend.

Fish Wishlist Pricing Breakdown

• Starter Wishlist: Free — 2 minute setup, up to 100 customers, Shopify Flow triggers, Klaviyo integration.
• Lightning – $40/month — unlimited wishlists, free migration, checkout upsell & account page extension, purchased & abandoned cart features.
• Trade – $90/month — built for B2B, includes Request a Quote, draft order creation, auto invoicing, quantity picker.

Fish Wishlist’s pricing reflects its broader feature set, especially once merchants need unlimited wishlists and B2B workflows. The jump from free to $40/month means that stores scaling wishlists or requiring checkout extensions will pay a premium relative to Ultimate Wishlist.

Value-for-Money Considerations

• Ultimate Wishlist is better value for money for stores that need a reliable wishlist, basic analytics, and email reminders at very low monthly cost.
• Fish Wishlist becomes better value for money when the wishlist must support B2B processes, POS workflows, or deeper checkout integration that would otherwise require custom development or multiple apps.

Integrations and Extensibility

Native Integrations

• Ultimate Wishlist includes Facebook pixel integration on its Premium plan and supports social sharing. It does not market integrations with major email platforms in the core feature list (though email reminders are built in).
• Fish Wishlist integrates with Klaviyo, Shopify Flow, Draft Orders, POS, and checkout extensibility. These integrations position Fish as part of a merchant’s automation and fulfillment workflows.

Automation and Marketing Flow

• Fish Wishlist’s Shopify Flow triggers and Klaviyo integration let merchants automate follow-ups and cross-channel campaigns based on wishlist events. That is powerful for segmented follow-up (e.g., quotes for B2B leads).
• Ultimate Wishlist provides customizable email templates and reminders; this is a simpler native capability for re-engagement without building advanced automation.

Practical takeaways:

• If automation around wishlist events is a priority, Fish Wishlist’s integrations are preferable.
• If native reminder emails and simple reports are sufficient, Ultimate Wishlist keeps the stack small and uncomplicated.

Performance and Reliability

Both apps promise quick setup; Fish Wishlist highlights an express setup and vendor installation option. With small merchant bases or lower volumes, either app is unlikely to be a performance bottleneck. However, merchants should validate topic-specific performance on their theme and test page load times — overlays, widgets, or third-party scripts can affect storefront speed.

Support and Onboarding

• Ultimate Wishlist offers built-in customization options and presumably developer support; its lower price point tends to imply self-service onboarding for most users.
• Fish Wishlist advertises white-glove installation and more hands-on onboarding for merchants who need help configuring B2B flows and POS widgets.

For merchants with limited technical resources and complex workflows, Fish Wishlist’s installation service can be a meaningful timesaver. For lean shops that prefer self-serve tools, Ultimate Wishlist’s pricing and simplicity will be appealing.

Security, Compliance, and Data Ownership

Neither app listing suggests unusual data policies. Merchants should always confirm how wishlist data is stored, how email reminders are sent (via merchant mail provider or app’s SMTP), and whether draft orders or quote requests expose sensitive customer information. For B2B stores using draft orders and invoices, confirm invoicing workflows comply with accounting practices.

Pros and Cons Summary

Ultimate Wishlist (Config Studio)

• Pros
  • Extremely competitive pricing with a Free tier and low-cost upgrades.
  • Guest wishlists and cross-device sync.
  • Customizable UI text and colors with non-English support.
  • Native analytics dashboard for wishlist activity.
• Cons
  • Limited B2B or POS support.
  • Less emphasis on checkout widgets and omnichannel features.

Fish Wishlist & Quote Request (Native App Co)

• Pros
  • Strong B2B support: Request a Quote, draft orders, auto-invoicing.
  • Shopify POS integration and omnichannel widgets.
  • Integrations with Klaviyo and Shopify Flow for automation.
  • White-glove installation for complex setups.
• Cons
  • Higher monthly costs to access core features.
  • Smaller user base on the app store (7 reviews) compared to mainstream alternatives.

Which App Is Best For Specific Merchant Types

• Stores on a lean budget that need reliable wishlists and basic reporting: Ultimate Wishlist.
• Omnichannel retailers with POS integration needs and a desire to show wishlists in checkout: Fish Wishlist.
• B2B merchants who require quotes, draft orders, and invoicing tied to customer wishlists: Fish Wishlist.
• Merchants building a simple wishlist-based marketing program without complex automation: Ultimate Wishlist.

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

Single-purpose apps solve focused problems quickly, but they also introduce complexity as stores scale. Multiple point solutions lead to overlapping features, duplicated maintenance, and unpredictable integration costs. This phenomenon is often referred to as app fatigue: the growing administrative and technical burden from managing many disconnected apps that each solve one piece of the retention puzzle.

Growave addresses that problem with a "More Growth, Less Stack" philosophy. Rather than forcing merchants to pick between dozens of specialized tools, the platform combines wishlist capability with loyalty, referrals, reviews & UGC, and VIP tiers into one integrated retention suite. That approach reduces the number of vendor relationships and consolidates data so merchants can tie wishlist behavior to lifetime value and reward strategies.

Key benefits of consolidating retention features:

• Unified customer profiles linking wishlist actions to loyalty points, referrals, and review histories.
• Less development overhead and fewer theme conflicts because one vendor manages cross-feature UI and data flows.
• Integrated triggers and automations that act across rewards, reviews, and wishlists without manual stitching in third-party automation platforms.

Growave’s suite is built to be practical and growth-focused. The platform combines features that matter for retention:

• Loyalty and rewards that drive repeat purchases and increase average order value. Growave’s loyalty module supports reward points, custom actions, and VIP tiers, making it possible to reward wishlist activity as part of a retention program. Merchants can learn more about how to build loyalty and rewards that drive repeat purchases and how those programs integrate with wishlists by visiting resources on loyalty benefits.
• Solutions to collect and showcase authentic reviews and user-generated content that amplify social proof around products customers have saved to wishlists. Pairing wishlist behavior with review prompts increases the likelihood of post-purchase feedback and product discovery.
• A single wishlist tool that ties directly into broader retention flows, eliminating the need for separate wishlist vendors while preserving wishlist-specific features like social sharing and email reminders.

For merchants considering consolidation, reviewing pricing and deployment options is an essential next step. Merchants can compare options and consolidate retention features to determine whether a single platform reduces total cost of ownership and improves customer lifetime value.

How Growave Addresses Common Wishlist Shortcomings

• Analytics Fragmentation: Instead of splitting wishlist analytics across vendors, Growave lets merchants view wishlist behavior alongside loyalty spend and referral conversions, producing a clearer picture of long-term value.
• App Sprawl Overhead: Install, update, and maintain fewer apps when wishlist, loyalty, referrals, and reviews live under one roof.
• Cross-Feature Incentives: Reward wishlist adds with points or VIP tier progress automatically, encouraging repeat engagement and higher LTV.
• Omnichannel Requirements: For stores with higher complexity, Growave supports integrations that make wishlist and loyalty actions consistent across channels, including Plus stores. Explore Growave’s solutions for retailers operating at scale and the migration pathways available for enterprise workflows.

Integrations and Extensibility in a Single Platform

Growave supports a wide range of third-party integrations (email marketing, customer service, and more), enabling merchants to keep best-of-breed tools where necessary while centralizing retention features. That reduces the reliance on event plumbing through multiple apps and tools.

For merchants using email automation platforms, Growave integrates with major providers so wishlist events can trigger targeted campaigns without requiring separate apps to translate events. Find examples of the integration approach and how retailers used consolidation to scale by exploring customer stories and inspiration.

Cost Comparison: One Suite vs Many Point Apps

Stacking single-purpose apps quickly accumulates monthly fees. A merchant using separate wishlist, loyalty, reviews, and referral apps might pay multiple subscriptions — sometimes exceeding the cost of an integrated platform while dealing with fragmented support and duplicated integration work.

Growave’s pricing tiers are designed to match growth stages:

• Entry plans for early merchants who want core retention features.
• Growth plans for mid-level stores needing advanced customization and integrations.
• Plus/Enterprise levels for high-volume stores that require dedicated launch support and extended capabilities.

Merchants can compare subscription options and evaluate whether switching to an integrated stack will reduce total recurring costs by visiting a consolidated pricing overview. To examine plan features and the potential savings of consolidation, merchants can review Growave’s plans and pricing.

Practical Migration Considerations

Merchants switching from a standalone wishlist app to an integrated suite should plan for:

• Data export and import of wishlist items and customer lists.
• Email templates and automation rules replication.
• Theme adjustments for UI elements (though integrated vendors often provide theme blocks that are easier to maintain).
• Training and internal process updates to leverage combined loyalty and wishlist capabilities.

Growave provides resources and onboarding for migrations. Stores seeking guided help can explore the app listing on the Shopify App Store to begin installation and view compatibility notes. For merchants ready to evaluate an integrated approach on Shopify, see options to install on Shopify.

Case for a Unified Retention Stack

Consider the customer journey: a shopper saves items to a wishlist, returns repeatedly, collects points through purchases, refers friends, and leaves reviews. In a multi-app stack, each touchpoint may be recorded in different places. With an integrated suite:

• A single customer profile reflects wishlist, loyalty, referral, and review actions.
• Campaigns can be orchestrated around that unified profile — for example, awarding points for first wishlist addition and then rewarding conversion.
• Support teams have a simpler record to consult when resolving disputes or assisting with B2B quote follow-ups.

These synergies often translate into measurable outcomes: higher retention, increased repeat purchase rates, and lower admin overhead.

To explore how unified workflows work for larger merchants, and to see examples of brands that consolidated retention features, merchants can read curated customer success stories and inspiration.

Integrations Revisited: Loyalty and Reviews

Growave’s loyalty and rewards capabilities can be used to incentivize wishlist behavior. For merchants wanting to combine saving behavior with rewards, detailed documentation and setup help are available so wishlist events can contribute to loyalty accrual. Merchants interested in building loyalty strategies that use wishlist-driven incentives can review practical implementation guides on how to create reward actions that tie to saved items.

Collecting and surfacing reviews is another natural extension. When a wishlisted item converts to a purchase, merchants can trigger review requests and showcase UGC, thereby turning saved interest into social proof that fuels future conversions. The mechanics to collect and showcase authentic reviews are documented and supported, and merchants can learn more about review workflows and automation on the reviews product page.

Where an Integrated Platform Still Might Not Fit

There are valid reasons a merchant might prefer a single-purpose wishlist app:

• Extremely tight budgets where the Free tier of a standalone wishlist provides the needed features.
• A preference for a very small toolset with minimal overlap and complexity.
• Highly customized checkout or theme setups that require a lightweight, simple widget rather than a full suite.

However, merchants should carefully calculate total costs and potential lost value when they require loyalty, reviews, or referral features in addition to a wishlist later on.

Putting It Together: Decision Checklist

To help choose between Ultimate Wishlist, Fish Wishlist & Quote Request, or an integrated suite, consider the following checklist:

• Business Model
  • If B2B or wholesale workflows are core, prioritize Fish Wishlist for quote/draft order support.
  • If purely direct-to-consumer with simple wishlist needs, Ultimate Wishlist will be cost-effective.
• Omnichannel Needs
  • For POS and unified in-store/online wishlists, Fish Wishlist aligns better.
  • If omnichannel is not a requirement, Ultimate Wishlist keeps things simple.
• Growth and Retention Strategy
  • If loyalty, reviews, and referrals are part of the roadmap, an integrated platform reduces future app sprawl and simplifies analytics.
  • If the priority is only wishlists for the immediate quarter, a dedicated wishlist app may suffice.
• Budget and Total Cost of Ownership
  • Compare the combined subscription costs and support overhead for multiple apps against a consolidated platform.
  • Include migration and setup costs when planning a switch.
• Automation and Reporting
  • For event-driven automation and deep integration with marketing stacks, Fish Wishlist’s Klaviyo and Flow triggers are useful.
  • For merchants who want built-in wishlist analytics without additional integrations, Ultimate Wishlist serves that need.

If the goal is to build long-term retention and maximize LTV while reducing operational complexity, merchants should consider consolidating retention features into a single suite. Merchants can evaluate plan tiers and feature sets to determine whether a single subscription reduces their long-term stack.

Merchants ready to evaluate consolidation can consolidate retention features or see how the platform appears in the Shopify App Store for direct installation options to assess compatibility with their store.

Conclusion

For merchants choosing between Ultimate Wishlist and Fish Wishlist & Quote Request, the decision comes down to functional scope and scale. Ultimate Wishlist is an excellent choice for stores that need a reliable, low-cost wishlist with built-in sharing and reporting. Fish Wishlist & Quote Request is better suited to businesses that require B2B quoting, draft orders, and POS/omnichannel wishlist workflows.

For merchants aiming to reduce tool sprawl and build a retention engine that ties wishlists to loyalty, referrals, and reviews, a unified platform reduces integration overhead and unlocks stronger lifetime value programs. Growave’s "More Growth, Less Stack" approach centralizes wishlist functionality inside a broader retention suite so wishlist events feed loyalty campaigns, review triggers, and referral incentives without gluing together multiple apps. Merchants can review plan options and pricing to compare total cost and potential savings before making a migration decision. Explore whether consolidation will improve retention and reduce operational complexity by visiting the pricing page to see plan comparisons and available features. For a hands-on assessment, install the platform from the Shopify App Store to test compatibility and feature fit.

Start a 14-day free trial to see how a unified retention stack accelerates growth. Start a 14-day free trial

If more assistance is desired, merchants can also install on Shopify to begin a trial and evaluate how wishlist behavior ties into loyalty and reviews.

FAQ

Which app is easier to get started with for a small store on a tight budget?

Ultimate Wishlist is designed with simplicity and affordability in mind, offering a Free plan that covers core features like guest wishlists, sharing, and basic analytics. Fish Wishlist offers a free Starter tier but unlocks most omnichannel features at higher price points. For lean budgets focused only on wishlists, Ultimate Wishlist provides better immediate value for money.

Which app is better for a B2B store that needs quote requests and draft orders?

Fish Wishlist & Quote Request is explicitly built for B2B needs, with Request a Quote, draft order creation, auto invoicing, and quantity pickers. Those features make it the more appropriate choice for wholesale or trade merchants that require formal quote workflows integrated with wishlists.

How do the apps compare on integrations with marketing tools and automation?

Fish Wishlist provides deeper integration points with Shopify Flow and Klaviyo, enabling event-driven marketing based on wishlist behavior. Ultimate Wishlist offers built-in email reminders and reporting, which is simpler but less extensible for complex automation setups.

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

An integrated retention platform consolidates wishlist, loyalty, reviews, and referrals into a single system. That reduces integration overhead, centralizes analytics, and enables cross-feature campaigns (for example, awarding points for wishlist adds or requesting reviews after wishlist-driven conversions). For merchants planning to scale retention programs and reduce app sprawl, consolidation often yields better long-term value and operational simplicity. For stores with only immediate wishlist needs and strict budget limits, a specialized app may be sufficient in the short term.

For implementation help or to see how wishlist behavior can be tied to loyalty and reviews, merchants can review how to collect and showcase authentic reviews or learn more about building loyalty and rewards that drive repeat purchases. For proof points and inspiration from stores that consolidated their retention stack, consult the platform’s customer stories and examples of successful migrations.