Ultimate Wishlist vs Webkul Product Wishlist: Comparison

Introduction

Choosing the right wishlist app is a small decision with outsized effects on customer retention, average order value, and how many tools a store needs to manage. Narrowing the choice between two focused wishlist apps requires looking beyond ratings and feature lists to how each app fits into a merchant’s stack, budget, and growth plan.

Short answer: Ultimate Wishlist is a lightweight, well-rated app that fits stores wanting simple, customizable wishlists with guest options and tiered, low-cost plans. Webkul Product Wishlist is a minimal but capable option that enforces customer login and focuses on categorized wishlists. For merchants who want to consolidate retention tools and avoid adding multiple single-purpose apps, an integrated platform like Growave often provides better value for money and fewer operational headaches.

This post provides a feature-by-feature, impartial comparison of Ultimate Wishlist (Config Studio) and Webkul Product Wishlist (Webkul Software Pvt Ltd). The goal is to help merchants decide which single-purpose wishlist app suits their needs and to explain when it makes sense to consider a broader retention platform instead.

Ultimate Wishlist vs. Webkul Product Wishlist: At a Glance

Deep Dive Comparison

Overview of app philosophies

Ultimate Wishlist targets low-friction wishlist adoption: let visitors save products whether or not they register, provide sharing, and give store owners straightforward analytics and email reminder tools. Pricing tiers are modest and scale by wishlist item and email reminder volume.

Webkul Product Wishlist takes a slightly different approach: wishlists are tied to customer accounts and organized into categories. That design prioritizes authenticated customer data and curated lists of product intent, which can be useful for stores that rely on account-based marketing and logged-in experiences.

Both apps are single-purpose: focused on wishlist functionality rather than loyalty, referrals, or reviews. That focus keeps them lightweight and affordable but also limits cross-functional retention opportunities that integrated suites provide.

Features

Wishlist creation and user experience

• Ultimate Wishlist
  • Supports guest wishlists (save items without an account) and logged-in user syncing across devices.
  • Flexible buttons/icons and customizable text/colors to match storefront branding.
  • Wishlist accessible on product and collection pages.
  • Sharing via Facebook, Twitter, and email.
  • Email reminders (limited by plan tier).
• Webkul Product Wishlist
  • Requires customer login to create and view wishlists—no guest wishlist option.
  • Allows wishlist categories to organize items (e.g., “Birthday,” “Home”).
  • Multiple wishlist icons available to choose from.
  • Reminder emails to customers to nudge purchase decisions.

Practical impact: Guest wishlists can increase the raw number of saves because users don’t need to commit to registration. However, account-based wishlists make it easier to run personalized campaigns that rely on customer data. Merchants should decide whether the priority is lower friction or richer, authenticated customer data.

Organization and taxonomy

• Ultimate Wishlist offers basic list behavior—single wishlist per user or guest with saved items.
• Webkul supports multiple wishlist categories, enabling customers to create and maintain organized wishlists for different purposes.

For product-heavy catalogs or gift-centric stores, categories can significantly improve usability. For lean product catalogs or sellers who prioritize simplicity, a single list with strong sharing may be sufficient.

Sharing and social behavior

• Ultimate Wishlist supports sharing via major social platforms and email, making it useful for social and gift-driven purchases.
• Webkul’s description highlights reminders and icons but lists no built-in social network sharing in the provided data. If social sharing is critical, merchants should confirm the latest feature set with Webkul.

Sharing amplifies organic discovery; built-in social sharing usually means fewer steps for customers to broadcast intent.

Email reminders and marketing triggers

• Ultimate Wishlist
  • Custom email templates available from the Basic plan.
  • Tiered reminder volumes: from 500/month up to 5,000/month depending on plan.
  • Pro and Premium tiers allow individual user reminders and Facebook pixel integration on premium.
• Webkul Product Wishlist
  • Store owner can send reminder mails to customers for items in their wishlist.
  • Reminder capabilities exist but details on volume limits and template customization are not specified in the provided data.

Email reminders are a direct retention tool—merchants should evaluate the flexibility of templates, segmentation, and volume caps. Ultimate Wishlist lays out explicit monthly limits tied to price, which simplifies planning.

Analytics and reporting

• Ultimate Wishlist promotes a "powerful dashboard" showing wishlist adds, page views, and added-to-cart data. These metrics help quantify customer interest and prioritize promotions.
• Webkul notes that store owners can "track all the data of the Wishlist created," but specifics and UI clarity are not provided in the given description.

Clear, exportable analytics matter for merchandising decisions. Ultimate Wishlist’s explicit analytics claims suggest a more developed dashboard out of the box, but merchants should confirm sample dashboards during evaluation.

Pixel and tracking integrations

• Ultimate Wishlist includes Facebook pixel integration on the Premium plan, which helps tie wishlist behavior to ad performance and retargeting.
• Webkul’s public description does not show direct pixel integrations in the provided data. Merchants relying on paid media should verify pixel-level events.

Pixel integration is valuable for measuring conversion intent and building custom audiences.

Customization and localization

• Ultimate Wishlist emphasizes customizable text and non-English support, which helps stores with international audiences or unique tone-of-voice requirements.
• Webkul’s data does not emphasize localization or text-level customization, though it offers multiple icons and category names.

Localization reduces friction for multilingual stores. If a store uses translated storefronts, confirm language support and RTL compatibility.

Pricing & Value

Price structures differ in granularity and business model, and “value” depends on how many wishlist items, reminder emails, and integrations a merchant needs.

Ultimate Wishlist pricing overview

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

Strengths in value:

• Clear step-up pricing that scales with usage.
• Free plan allows meaningful trial and small stores get value at zero cost.
• Low entry point makes it attractive for small merchants.

Webkul Product Wishlist pricing overview

• Basic Plan: $7/month (Basic Plan)
• No additional tiers provided in the data.

Strengths in value:

• Simple pricing; one paid tier at a modest price.
• Slightly higher than Ultimate Wishlist Basic but without explicit limits shown.

Considerations:

• Ultimate Wishlist’s tiered limits and feature list provide predictable scaling and explicit email/reminder volumes, which help merchants estimate incremental costs.
• Webkul’s single-plan approach might be preferable when features match needs, but absence of published tiers makes volume planning less transparent.

Verdict on pricing and value:

• For merchants wanting predictable scaling with specific reminder volumes, Ultimate Wishlist offers better value for money through clear tiers and a free plan for testing.
• If a store prefers a single, low-monthly-fee product and requires categories and account-only wishlists, Webkul could be cost-effective—but confirm limits and any hidden fees.

Integrations & Ecosystem Compatibility

Both apps aim to be plug-and-play but differ in integration depth.

• Ultimate Wishlist explicitly lists Facebook pixel integration on Premium, and its analytics/reporting appear built-in. It’s likely to coexist with common Shopify themes and platforms that don’t rely on heavy customizations.
• Webkul mentions compatibility with Product Auction, which could matter for stores using auction-style listings.

Neither app is a multi-tool retention platform; merchants who need loyalty programs, referral campaigns, review management, or native integrations with marketing automation will need additional apps or a combined platform.

For those merchants, consider consolidating features into fewer tools to reduce complexity and potential checkout/performance conflicts.

Customization, Design, and Theming

A wishlist that feels native to the store reduces cognitive load and improves conversion.

• Ultimate Wishlist allows comprehensive text and appearance customization, supporting non-English stores. Merchants can match button colors and text, which helps maintain brand trust.
• Webkul offers various wishlist icons to choose from; however, the description doesn’t emphasize text or localization customization.

Merchants using bespoke themes or heavy page builders should test both apps in a staging environment to ensure CSS/JS compatibility and to verify the look-and-feel.

Analytics, Reporting & Merchandising Use

Turning wishlist data into sales depends on how well a merchant can analyze intent signals.

• Ultimate Wishlist markets a "powerful dashboard" that tracks adds, page views, and added-to-cart events—essential signals for product prioritization, restock notifications, and targeted promotions.
• Webkul indicates store owners can "track all the data of the Wishlist created," but the depth of that dashboard isn’t specified.

Merchants who want to use wishlist data for merchandising (promote high-intent SKUs, tailor email flows) will likely get quicker insights from Ultimate Wishlist’s explicitly mentioned analytics features.

Marketing and Retargeting

Wishlist behavior is a high-intent signal that should feed into email, ad, and onsite remarketing.

• Ultimate Wishlist’s inclusion of Facebook pixel on the Premium plan is a direct advantage for retargeting wishlist users with ads. Also, the ability to send email reminders and custom templates integrates wishlist intent into owned channels.
• Webkul’s reminder functionality supports owned-channel nudges, but pixel and ad-audience creation details are not noted.

If ad-driven growth is part of the strategy, the ability to translate wishlist actions into ad audiences and campaign rules matters; Ultimate Wishlist appears to provide more explicit tools for that use case.

Support, Reviews, and Reliability

Number of reviews and rating give a snapshot of merchant sentiment but are not the only indicators of support quality.

• Ultimate Wishlist: 34 reviews, 4.9 rating. The number of reviews suggests a somewhat larger user base and consistent satisfaction.
• Webkul Product Wishlist: 2 reviews, 5.0 rating. High rating but limited review count means less public feedback to assess long-term reliability or support responsiveness.

Considerations beyond ratings:

• Response time and developer support policies (free vs paid support, setup assistance) are crucial for merchants with custom themes.
• Check whether either developer provides setup documentation, code snippets, and responsive customer help.

Implementation and Performance

Lightweight apps matter on conversion-focused pages.

• Both apps are single-purpose and generally lighter than feature-stacked suites.
• Ultimate Wishlist’s guest wishlist and collection page presence means more script executions across pages; ensure app scripts are optimized and lazy-loaded where possible.
• Webkul’s account-required approach may reduce anonymous-cookie overhead but increases reliance on customer account flows.

Merchants should monitor page speed impact (especially on collection and product pages) and test Lighthouse or other speed tools after installation.

Data Ownership, Privacy, and Compliance

Wishlist data can be personal data when linked to customer accounts or email addresses.

• Ultimate Wishlist’s guest option stores anonymous intent—confirm how long guest data persists and how it’s exported or deleted.
• Webkul ties wishlists to customer accounts—this makes it straightforward to include wishlist data in CRM exports, but merchants must ensure GDPR/CCPA compliance for stored customer preferences and export/deletion requests.

Ask developers how they handle data portability, export formats, and deletion requests before committing.

Support for International Stores

• Ultimate Wishlist explicitly supports non-English stores, which benefits merchants selling in multiple languages.
• Webkul does not highlight multi-language support in the provided description; confirm language compatibility, currency display considerations, and date formats.

Use Cases & Merchant Recommendations

Use cases where Ultimate Wishlist is a solid fit:

• Small-to-midsize stores that want a low-cost, low-friction wishlist with guest saves and basic analytics.
• Merchants who value social sharing and email reminders with clear monthly limits.
• Stores that need non-English support and on a modest budget.

Use cases where Webkul Product Wishlist is a solid fit:

• Stores that prioritize account-linked wishlist data and want organized categories for customers.
• Merchants who rely on customer accounts for marketing and prefer wishlists tied to profiles.
• Brands using auction-style products that need compatibility with Product Auction systems.

When neither single-purpose app is enough:

• Stores that want integrated retention tools (loyalty, referrals, reviews, wishlist) or that want to reduce the number of apps in their tech stack should evaluate multi-feature platforms that combine wishlist functionality with loyalty and reviews.

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

The problem of app fatigue

As stores grow, adding single-function apps for every small capability creates operational overhead: theme conflicts, multiple billing lines, fragmented customer data, and more places to log in for support. This "app fatigue" slows iteration and increases the risk of negative performance impacts on storefront speed and checkout reliability.

Single-purpose wishlists are useful, but for retention-driven growth—improving repeat purchase rates, increasing lifetime value, and centralizing customer signals—adding separate loyalty and review tools alongside a wishlist often results in a maintenance burden.

What a consolidated approach looks like

An all-in-one retention platform keeps wishlist data connected to loyalty programs, referral campaigns, and reviews. That lets merchants:

• Reward wishlist-driven behavior without separate integrations.
• Use wishlist intent to fuel targeted loyalty communications and VIP tiers.
• Surface user-generated content tied to items on wishlists in product pages and email flows.

This consolidation reduces theme conflicts, centralizes analytics, and often improves value for money compared with subscribing to several single-purpose apps.

Growave: "More Growth, Less Stack"

Growave positions itself as a single retention platform that bundles wishlist functionality with loyalty, referrals, reviews, VIP tiers, and UGC tools. By combining multiple retention levers, merchants can reduce tool sprawl while maintaining advanced capabilities.

Key benefits highlighted by the platform include:

• Integrated loyalty and rewards that drive repeat purchases and higher LTV. Merchants can build flexible reward rules, VIP tiers, and custom actions that tie in wishlist behavior directly to rewards and member journeys (loyalty and rewards that drive repeat purchases).
• Built-in reputation and product feedback tools to collect and display reviews and visual content, helping social proof align with wishlist intent (collect and showcase authentic reviews).
• A wishlist that works as part of the broader retention stack, enabling merchants to treat wishlist saves as loyalty-worthy actions or to trigger referral nudges and review requests.

Growave also outlines explicit support for enterprise needs and Shopify Plus, which can matter for larger stores looking for platform-level controls and headless options (solutions for high-growth Plus brands).

How Growave reduces complexity

• Consolidates multiple retention functions into one system, cutting the number of installed apps and developer touchpoints.
• Centralizes customer behavior and rewards logic so wishlist saves, referrals, and review submissions feed into the same customer profile.
• Provides built-in integrations with common marketing tools and page builders, reducing the need for custom middleware.

For merchants evaluating a consolidated solution, the Growave pricing and plan structure is accessible for growth-stage brands and scales to enterprise levels. Detailed plan options and trial availability are explained on the platform’s pricing page (compare plans and start a trial). Merchants can also evaluate the app listing to understand store-level reviews and installation details (view on the Shopify App Store).

If a merchant prefers a walkthrough before committing, it’s possible to arrange a personalized walkthrough. Book a demo to see how an integrated retention stack can reduce tool sprawl and increase repeat purchase rates.
Book a personalized demo to review integration and growth scenarios

Feature alignment: wishlist plus retention

How wishlist behavior becomes more valuable in a consolidated platform:

• Wishlist saves can be used as reward triggers within loyalty programs—reward points when a customer saves an item and additional points when they purchase it.
• Wishlist items can trigger targeted review requests and UGC campaigns after purchase, improving review volume and conversion rates.
• Wishlist analytics feed into VIP segmentation: customers with high wishlist activity can be moved into higher-tier campaigns or eligible for exclusive perks.

Learn how loyalty campaigns can be configured to amplify wishlist signals and repeat purchases by exploring available loyalty options and samples (loyalty and rewards that drive repeat purchases).

Evidence and merchant stories

Merchants considering consolidation should review case studies and customer stories to see how integrated retention suites perform in practice. Browsing real-world customer examples helps surface how wishlist, loyalty, and review features were combined to increase repeat orders and lifetime value (customer stories from brands scaling retention).

Practical migration considerations

• Data mapping: Export wishlist and customer data from the current wishlist app(s) and import into the consolidated platform. Ask both the current provider and the new provider about CSV formats and supported fields.
• UX continuity: Replicate button placements and copy where possible to avoid customer confusion. Test translations and iconography in staging.
• Performance testing: After migration, run speed audits and review script loads on product and collection pages.
• Support windows: Schedule launch during low-traffic windows to minimize impact on production orders.

Comparing ongoing costs and value

Consolidation often looks more expensive on a single monthly bill, but the total cost of ownership can be lower when factoring in:

• Fewer integration maintenance tasks.
• Lesser likelihood of theme conflicts and their developer costs.
• Better ROI from combined data that enables more effective campaigns.

For an up-to-date breakdown of plan features and to compare costs versus multiple single-purpose apps, review available plan details and free trial terms (compare plans and start a trial). The Growave app listing on the Shopify App Store also gives a sense of merchant feedback and installation requirements (view on the Shopify App Store).

Implementation Checklist: How to Choose Between the Two Apps (and When to Consolidate)

Consider the following checklist to guide the decision:

• Business model and UX priorities
  • Need guest wishlist or account-only? Choose Ultimate Wishlist for guest support; choose Webkul if account-linking and categories are essential.
• Data & personalization
  • Want wishlist saved to a customer profile for CRM syncing? Webkul enforces login; Ultimate Wishlist supports logged-in sync too but also allows guest saves.
• Analytics & ad targeting
  • Need pixel-level events and built-in wishlist metrics? Ultimate Wishlist lists Facebook pixel and dashboard features.
• Budget & scaling
  • Need free tier to test and predictable email reminders? Ultimate Wishlist’s tiered pricing provides clarity.
• Multi-function retention
  • Need loyalty, reviews, and referrals with wishlist behavior tied together? Consider consolidating into a single platform like Growave for stronger long-term value.
• App maintenance
  • Want to minimize number of third-party apps and monthly charges? Consolidation reduces overhead and simplifies support.

Conclusion

For merchants choosing between Ultimate Wishlist and Webkul Product Wishlist, the decision comes down to user experience and data strategy. Ultimate Wishlist is an excellent choice for stores that want a simple, flexible wishlist with guest saves, social sharing, clear tiered pricing, and built-in analytics—especially for small-to-midsize merchants seeking low-cost testing and clear reminder volumes. Webkul Product Wishlist is better suited for brands that require account-linked wishlists and category organization where authenticated customer data is the priority.

If the goal is not only to capture wishlist intent but to convert that intent into repeat purchases, referral growth, and richer review content without multiplying apps, a consolidated retention platform is often better value for money. Growave combines wishlist with loyalty, referrals, reviews, and VIP tiers so merchants can treat wishlist saves as part of a unified retention strategy rather than a siloed signal. Review plan options and trial terms to compare total cost of ownership and feature coverage (compare plans and start a trial).

Start a 14-day free trial to see how combining wishlist, loyalty, and reviews into one platform reduces tool sprawl and accelerates retention.
Start a 14-day free trial to evaluate integrated retention tools

FAQ

Q: Which app is better if the primary goal is letting visitors save items without creating an account?
A: Ultimate Wishlist supports guest wishlists and cross-device syncing for logged-in users, making it the better choice for minimizing friction and maximizing saves from casual visitors.

Q: Which app is best for businesses that rely heavily on customer accounts and personalized marketing?
A: Webkul Product Wishlist requires customers to log in and supports wishlist categories, which aligns well with account-based marketing. Ultimate Wishlist also supports logged-in syncing but uniquely offers guest wishlist functionality.

Q: How does pricing compare when considering growth and email reminders?
A: Ultimate Wishlist provides a free plan and clear tiered pricing tied to wishlist and email reminder volumes, which simplifies forecasting. Webkul’s basic pricing is a single $7/month plan in the provided data, but merchants should confirm limits and tiers for higher volumes.

Q: How does an all-in-one platform compare to specialized wishlist apps?
A: An integrated platform that bundles wishlist with loyalty, referrals, and reviews centralizes customer signals and reduces maintenance overhead. This can increase lifetime value by enabling wishlist saves to trigger rewards, targeted campaigns, and review requests without multiple disconnected integrations. For merchants prioritizing consolidated workflows and long-term retention, an integrated solution often delivers better value for money. (learn how loyalty ties into wishlist behavior)