Ultimate Wishlist vs. Wishlist Pro ‑ Pasilobus: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a frequent stumbling block for Shopify merchants. Wishlists can increase conversion by giving undecided shoppers a reason to return, help merchants prioritize inventory and promotions, and create opportunities for email reactivation. Yet picking between small, focused apps often means trading off features or adding another subscription to the stack.

Short answer: Ultimate Wishlist is an excellent fit for merchants who want a straightforward, highly customizable wishlist with tiered usage limits and basic email reminders. Wishlist Pro ‑ Pasilobus targets stores that need unlimited list items, B2B-friendly capabilities (order forms and CSV imports), and advanced list management, but it has very limited public feedback to judge long-term reliability. For teams seeking a single solution that reduces tool sprawl and ties wishlists into loyalty, reviews, and referrals, a unified retention platform can provide better value for money than adding another single-purpose app.

This article provides a detailed, feature-by-feature comparison of Ultimate Wishlist (Config Studio) and Wishlist Pro ‑ Pasilobus. The goal is to clarify strengths and trade-offs so merchants can choose the right tool for their store and growth stage. After the direct comparison, the article explains how an integrated retention platform can solve common limitations of single-purpose wishlist apps.

Ultimate Wishlist vs. Wishlist Pro ‑ Pasilobus: At a Glance

Feature Comparison

Core Wishlist Functionality

Ultimate Wishlist focuses on giving customers the ability to bookmark favorite products with flexibility for guest or registered accounts. The app supports cross-device login, ensuring customers can return to saved items whether they sign in or browse as guests. The feature set is straightforward and tuned to B2C retail needs: add-to-wishlist buttons, lists visible from collection pages, and share buttons for common social channels.

Wishlist Pro ‑ Pasilobus positions itself as a hybrid B2C/B2B tool. It supports unlimited list items even on the free plan, but the free tier restricts users to a single list per customer. Paid plans remove that restriction, enable quick add-to-cart from lists, and introduce B2B features like spreadsheet imports and order forms for distributors. For merchants who serve wholesale buyers or run corporate accounts, those B2B-oriented capabilities are valuable.

How they compare in practice:

• Ultimate Wishlist is strong for consumer-facing catalog experiences and provides basic commerce signals (adds, page views, added-to-cart).
• Wishlist Pro adds workflow features for businesses that need bulk reorder or CSV-based ordering, which is uncommon in simple wishlist apps.

Customization & Design

Appearance and language customization matter because wishlists need to integrate into the storefront without feeling like a bolt-on.

Ultimate Wishlist:

• Offers full control over text and appearance, including non-English support.
• Customizable text and color options aimed at matching the storefront design.
• Theme integration tends to be simple for most standard themes.

Wishlist Pro ‑ Pasilobus:

• States that it integrates seamlessly with Shopify themes and can be set up in under five minutes.
• Provides translations and supports unlimited lists for customers on paid plans.
• Design customization is less emphasized in public listing details; merchants should test how the list buttons and modals match custom themes.

Practical considerations:

• Stores with heavy design customizations or non-standard checkouts should verify theme compatibility and test in a development or unpublished theme before rolling out.
• If multi-language stores are a requirement, both apps mention translations, but Ultimate Wishlist explicitly notes non-English support in multiple plan tiers.

Sharing, Social, and Registry Features

Sharing wishlists can increase organic discovery and create social proof.

Ultimate Wishlist:

• Enables sharing via Facebook, Twitter, and email.
• Includes customizable email templates for reminders — available on paid plans.
• Premium plan adds Facebook pixel integration to help track wishlist-driven behavior for ads.

Wishlist Pro ‑ Pasilobus:

• Allows sharing of lists and registries via email and social media.
• Supports registry creation which can be useful for events or product launches.
• Sharing is presented as a first-class feature across plans.

Comparison notes:

• Both apps support social sharing, but Ultimate Wishlist has more built-out email reminder templates and analytics to measure the effectiveness of re-engagement messaging.
• Wishlist Pro’s registry and sharing interface is helpful for events or gift registries and may serve stores that want a social-shopping angle.

Saved Lists, Order Forms, and B2B Workflows

This is where Wishlist Pro ‑ Pasilobus differentiates itself.

Wishlist Pro:

• Supports unlimited lists on paid plans and one-click reordering from lists.
• Provides order forms and CSV import for customers — a decisive feature for wholesalers, distributors, or stores that handle recurring corporate orders.
• Enables a "Save for later" function in the shopping cart, bridging wishlist behavior and conversion.

Ultimate Wishlist:

• Focuses on individual wishlists and analytics about wishlist adds, page views, and added-to-cart metrics.
• Does not explicitly advertise B2B order forms or CSV import capabilities.

Which to choose for B2B:

• Wishlist Pro is the clear pick if a merchant needs bulk ordering, CSV list management, or a dedicated B2B ordering flow.
• For B2C brands, Ultimate Wishlist’s simplicity and analytics may be preferable.

Analytics & Reporting

Actionable data about what customers save can inform inventory, merchandising, and promotion strategies.

Ultimate Wishlist:

• Emphasizes a "powerful dashboard" with analytics showing wishlist adds, page views, and added-to-cart events.
• The analytics are useful for identifying high-interest items and variants to promote or restock.
• Facebook pixel integration on the Premium plan enables funnel tracking for ad optimization.

Wishlist Pro ‑ Pasilobus:

• Includes reporting in the highest tier (Plus), which makes sense given the B2B features offered there.
• For merchants on lower tiers, wishlists collect activity, but consolidated reports are part of paid upgrades.

Comparison insights:

• Ultimate Wishlist provides usable analytics at lower price points.
• Wishlist Pro reserves deeper reporting for higher tiers, consistent with a product aimed at businesses that need richer operational data.

Email Reminders & Re-Engagement

Automated reminders are a practical way to convert wishlist interest into purchases.

Ultimate Wishlist:

• Offers customizable email templates and reminder capabilities across paid plans.
• Reminder volumes scale with plan tier (from 500 to 5,000 reminders/month depending on plan).
• Allows sending reminders to individual users in higher tiers.

Wishlist Pro ‑ Pasilobus:

• Sharing is supported, but reminders and automated emails are not a highlighted feature in the public listing.
• Merchants who rely on reminder emails may need to integrate external email tools or custom scripts.

Implications:

• Merchants that depend on email reactivation should value Ultimate Wishlist’s built-in reminder system and clear caps.
• Wishlist Pro users should plan for a second app or custom flow if automated re-engagement is important.

Performance, Installation, and Theme Compatibility

Both apps advertise easy installation and theme compatibility, but implementation experience varies by store.

Ultimate Wishlist:

• Generally installs via Shopify’s app system and offers customizable placement (collection pages, product pages).
• The app’s small footprint and focused features mean a lower chance of theme conflicts.

Wishlist Pro ‑ Pasilobus:

• Promises integration in less than five minutes and compatibility with Shopify Flow and customer accounts.
• Because it supports more complex features (order forms, CSV imports), merchants should test the UI across devices and check performance for stores with large catalogs.

Best practice:

• Before activating on a live store, test each app in a development environment or unpublished theme to review CSS and JavaScript interactions, especially if the storefront uses page builders or headless setups.

Pricing & Value

Pricing comparisons must consider not only monthly fees but limits, feature parity, and total cost of ownership when additional apps are needed.

Ultimate Wishlist Pricing Snapshot

• Free Plan (Free): Up to 500 wishlist items/month; guest wishlist; wishlist on collection pages; share wishlist; customizable text/color; non-English support; full reports.
• Basic ($4.99 / month): Everything in Free; up to 1,000 wishlist items/month; custom email template; up to 500 email reminders/month.
• Pro ($9.99 / month): Everything in Basic; send email reminders to individual users; up to 5,000 wishlist items/month; up to 2,000 email reminders/month.
• Premium ($14.99 / month): Everything in Pro; up to 10,000 wishlist items/month; up to 5,000 email reminders/month; Facebook pixel integration.

Value considerations:

• Ultimate Wishlist is competitively priced for merchants who need built-in reminders and analytics without investing in multiple apps.
• Small to medium stores that expect modest wishlist volumes can use the Free or Basic tiers and upgrade as traffic and wishlist usage grow.

Wishlist Pro ‑ Pasilobus Pricing Snapshot

• Free Plan (Free): Unlimited list items; single list per customer; sharing.
• Advanced ($14.99 / month): Unlimited list items; unlimited lists for customers; quick add to cart from lists; translations; sharing.
• Plus ($49.99 / month): Everything in Advanced; B2B order forms for customers; customer spreadsheet import; reports.

Value considerations:

• Wishlist Pro’s free tier is generous in item counts but limits the structure (single list per customer).
• The Advanced plan unlocks true multi-list functionality and quick add-to-cart for a modest price, which is useful for mid-sized stores.
• The Plus tier is more expensive but adds B2B features valuable to wholesale or high-volume enterprise accounts.

Comparing Value for Money

• For cost-conscious merchants focused on B2C engagement and email reactivation, Ultimate Wishlist offers better value for money, given the inclusion of reminders and analytics starting at low price points.
• For merchants that require B2B features, the higher price of Wishlist Pro’s Plus tier can be justified by CSV imports and order forms that reduce manual order processing.
• Total cost of ownership should account for any additional apps required. For example, Wishlist Pro users who want reminders or loyalty features will likely add another subscription, raising combined costs.

Integrations & Ecosystem

Native Integrations

Ultimate Wishlist:

• Highlights Facebook pixel integration in the Premium plan.
• Integrates with customer account flows and tracking features typical of wishlist apps.

Wishlist Pro ‑ Pasilobus:

• Works with Checkout, Customer accounts, and Shopify Flow.
• The product claims compatibility with theme builders and offers CSV import/export workflows for B2B.

Integration implications:

• Both apps have the core hooks merchants expect from wishlists, but neither aims to be an all-in-one retention suite.
• Merchants that already use marketing stacks (Klaviyo, Omnisend, Gorgias, Recharge, etc.) should verify available webhooks or native syncs for each app.

Third-Party Tools and Workflows

• If a merchant uses Klaviyo or Omnisend for email automation, confirm whether wishlist events are forwarded to those platforms. Ultimate Wishlist’s built-in email reminders reduce dependence on external automation but may still benefit from event-based lists in Klaviyo.
• For merchants using headless setups, verify whether the app supports API access or headless integration. Wishlist Pro’s CSV import and order forms may simplify certain headless-to-B2B workflows, but API-level flexibility is uncommon in single-purpose apps.

Support & Reliability

Review counts and ratings provide signals about user experience with support, documentation, and long-term reliability.

• Ultimate Wishlist has 34 reviews and a 4.9 rating. That quantity suggests a reasonable sample size for evaluating user satisfaction and support responsiveness.
• Wishlist Pro ‑ Pasilobus has a 5.0 rating from a single review. High ratings are positive, but with just one review, it's difficult to generalize performance or support quality.

Support considerations:

• When choosing a smaller app, merchants should look for responsive support channels, clear setup documentation, and service-level expectations (response times, bug fixes).
• Evaluate the app’s changelog and update cadence, and ask questions in pre-install support channels to test responsiveness.

Security, Data, and Privacy

Both apps operate within Shopify’s app ecosystem and should adhere to Shopify’s requirements for data handling. Nevertheless, merchants should verify:

• Data ownership: whether wishlist data is accessible via Shopify customer records or stored externally.
• GDPR and privacy compliance: how the apps handle customer emails for reminders and whether explicit consent is required.
• Deactivation and data export: what happens to lists if the app is uninstalled, and whether merchants can export wishlist data for audit or migration.

These are practical checks to perform during trial installations.

Use Cases: Which App Fits Which Merchant?

Rather than declaring a single winner, here are clear use cases that align to each app’s strengths.

Merchants well served by Ultimate Wishlist:

• Small and medium B2C stores that want a feature-rich wishlist with built-in email reminders and analytics at low price points.
• Brands that need guest wishlist support and cross-device syncing for logged-in customers.
• Stores that want to measure wishlist engagement without adding multiple apps.

Merchants well served by Wishlist Pro ‑ Pasilobus:

• B2B sellers and wholesalers who need CSV wishlist imports, order forms, and one-click reordering from lists.
• Stores that require unlimited list items and multiple lists per customer (on paid tiers).
• Businesses running registries or event-based wishlists where CSV workflows and order forms simplify operations.

Merchants likely to choose an integrated retention suite instead:

• Brands that want wishlists tightly connected to loyalty programs, referrals, reviews, and VIP tiers to increase lifetime value.
• Stores aiming to reduce the number of apps in their tech stack and lower friction between wishlist events and loyalty actions.

Implementation Checklist and Migration Notes

Before installing either app, merchants should run through a short checklist:

• Confirm theme compatibility by testing in a staging or unpublished theme.
• Map desired wishlist behaviors (guest vs. registered, number of lists, reminder cadence).
• Estimate expected wishlist volume to select the correct plan (watch for monthly item limits).
• If migrating from another wishlist provider, check for export/import options or API support to preserve customer lists.
• Test email templates and social sharing flows for appearance and deliverability.

For merchants moving from a basic wishlist to a B2B-friendly solution, Wishlist Pro’s CSV tools can simplify migrations. For merchants adding wishlist functionality to an existing loyalty strategy, consider solutions that integrate wishlists with rewards to encourage saves-to-purchase flows.

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

Single-purpose apps are useful when a store needs a narrow capability fast. Over time, however, adding multiple apps for related retention tasks causes friction, duplicated costs, and data silos. The term "app fatigue" describes this accumulation of specialized tools that do one job well but create a fragmented experience for both merchants and customers.

App fatigue problems:

• Fragmented customer data: Wishlists, loyalty actions, referral rewards, and reviews live in separate places, making it hard to build unified customer segments.
• Increased costs: Monthly fees stack as new needs arise (email reminders, loyalty, referral incentives).
• Operational overhead: Managing multiple app dashboards, integrations, and support relationships consumes time.
• Inconsistent UX: Customers face inconsistent messaging and reward triggers when wishlist events don’t communicate with loyalty or email systems.

Growave’s philosophy—More Growth, Less Stack—addresses these issues by combining retention tools into a single platform that reduces tool sprawl and unifies customer signals. Growave bundles loyalty, referrals, reviews, and a wishlist into a single workflow so wishlist activity can directly feed reward programs and review requests.

Key benefits of a consolidated approach:

• Unified customer profiles that respect wishlist behavior and translate it into loyalty points and personalized messaging.
• Fewer subscriptions and vendor relationships to manage.
• Native connections between wishlist events and loyalty triggers, improving activation and conversion.
• Enterprise-grade features for stores scaling on Shopify Plus without needing separate apps for each retention channel.

Growave’s suite includes modular features merchants commonly need:

• Deploy loyalty and rewards that drive repeat purchases with customizable earning rules and VIP tiers. These loyalty mechanics can be triggered by wishlist activity, encouraging return visits and conversions.
• Collect and display social proof using the ability to collect and showcase authentic reviews. Reviews and UGC strengthen the impact of wishlists by adding validation to saved items.
• Access customer stories from brands scaling retention to see practical examples of how an integrated approach performs across industries.
• For merchants on Shopify Plus, view solutions for high-growth Plus brands that need checkout extensions, custom integrations, and dedicated support.

Contextual integrations and pricing:

• Growave’s pricing plans are designed to consolidate several retention functions under one subscription, which often provides better value for money than paying for separate apps. Compare plan options and feature sets on the pricing page to estimate total cost and incremental ROI from consolidating tools: merchants can compare plans and pricing.
• The app is available on the Shopify App Store and can be added quickly for stores that want to try a single integrated retention stack; merchants can add Growave to a store in minutes.

Operational wins from consolidation:

• Wishlist saves can be automatically converted into loyalty points, or trigger targeted review requests after purchase, removing manual segmentation and email workflows.
• Centralized analytics provide a single view of how wishlists, reviews, and loyalty programs impact retention and lifetime value.
• For merchants exploring an enterprise rollout, Growave supports headless implementations and offers enhanced integrations to streamline onboarding.

If a merchant wants to evaluate Growave before committing, options include exploring plan details and use cases on the pricing page and installing through the Shopify App Store. The platform’s integrated model is particularly helpful for teams that prefer one vendor to handle retention rather than a collection of single-purpose apps. To preview specific capabilities, merchants can examine how the loyalty program works and how it links wishlist actions to rewards by visiting the page about loyalty and rewards that drive repeat purchases, and review social proof workflows at collect and showcase authentic reviews.

Book a personalized demo to see how a unified retention stack improves retention. Book a demo with Growave

How Growave Compares to Single-Purpose Wishlist Apps

• Consolidated data: Wishlist events sit in the same platform as loyalty and review behaviors, making it easier to create automated campaigns.
• Reduced subscription costs: While Growave’s entry price is higher than the cheapest single-purpose wishlist app, the cost replaces several subscriptions and reduces integration overhead.
• Faster experiments: Running an A/B test that ties wishlist saves to reward incentives is simpler with an integrated stack.
• Enterprise readiness: For stores preparing to scale, Growave provides features targeted at Shopify Plus merchants and offers guidance on dedicated launch plans.

Merchants interested in seeing how the product fits specific growth scenarios can compare the platform’s capabilities and pricing to multiple single-purpose apps to calculate break-even points. For pricing and plan details, consult the pricing page directly. Explore Growave plans and features

Practical Example of Consolidation Benefits (Operational Steps — Non-Hypothetical)

• Map the current stack: identify wishlist app, loyalty app, review collection tool, and email provider.
• Identify overlapping functionality (e.g., both wishlist and loyalty apps may offer email reminders).
• Evaluate the features required to replicate key behaviors inside a single platform: wishlist widget, email reminders, points triggers, review requests.
• Compare subscription totals versus Growave plans to determine monthly and annual savings.
• Pilot the integrated solution on a small segment, monitor wishlist-to-purchase conversion, and measure change in repeat purchase rate before a full rollout.

For merchants seeking an all-in-one solution that reduces friction and centralizes retention metrics, Growave’s model of combining wishlist, loyalty, referrals, and reviews is designed to solve common pain points created by single-purpose apps. Install the app from the Shopify App Store to begin a hands-on evaluation: add Growave via the Shopify App Store

Migration and Adoption Considerations

Switching from a single-purpose wishlist to an integrated platform requires planning to avoid customer friction.

Migration checklist:

• Export existing wishlist data and customer associations from the current wishlist app (if available).
• Verify whether the new platform can import wishlist lists or rebuild lists via purchase or browsing history.
• Notify customers if behavior or visibility of wishlists will change (e.g., moving from guest-only to account-based lists).
• Create equivalent or improved email templates and reminder schedules if the new platform supports them natively.
• Test the complete flow from wishlist save to loyalty reward to purchase to ensure event tracking is accurate.

Growth teams that prioritize retention metrics (repeat purchase rate, LTV, churn) will find consolidated analytics valuable for making data-driven decisions.

Support, SLAs, and Long-Term Stability

When evaluating any app—single-purpose or integrated—consider these support dimensions:

• Response times and support channels (email, live chat, phone).
• Documentation and onboarding resources (setup guides, video tutorials).
• Roadmap transparency and update cadence.
• Migration assistance and custom implementation support for complex themes or headless setups.

Growave provides tiered support with different plans; merchants preparing for enterprise rollouts should review Plus plan details and dedicated launch plans on the pricing page. Review Growave plans for enterprise support

Conclusion

For merchants choosing between Ultimate Wishlist and Wishlist Pro ‑ Pasilobus, the decision comes down to specific operational needs:

• Choose Ultimate Wishlist when the priority is a simple, cost-effective wishlist with built-in analytics and email reminders at low price points. Its clear plan limits and reminder volumes make it a strong value-for-money option for many B2C stores.
• Choose Wishlist Pro ‑ Pasilobus when the business needs B2B features such as CSV wishlist imports, order forms, one-click reordering, and truly unlimited list items per customer. Those operational features justify the higher tiers for wholesale and distributor workflows.

For merchants who want to avoid adding more single-purpose tools and prefer a unified approach that ties wishlists directly to loyalty, reviews, and referrals, a platform that consolidates retention features offers compelling advantages. Growave’s integrated suite reduces tool sprawl and aligns wishlist activity with loyalty rewards and review collection, helping stores improve repeat purchase rates and customer lifetime value. Start a 14-day free trial to see how an integrated retention stack reduces tool sprawl. Start a 14-day free trial

If a demo is preferable, schedule a personalized walkthrough to evaluate whether consolidating retention tools is the right move for a specific growth plan. Book a demo to review an integrated retention stack

FAQ

Q: How do Ultimate Wishlist and Wishlist Pro ‑ Pasilobus differ in terms of pricing limits?

• Ultimate Wishlist uses explicit monthly caps on wishlist items and email reminders depending on the tier, with plans from Free to $14.99/month. Wishlist Pro ‑ Pasilobus offers unlimited items but restricts list count per customer on the free plan and moves advanced B2B features to higher tiers ($14.99 to $49.99/month). Assess expected wishlist volume and whether email reminders or B2B tools matter more.

Q: Which app is better for stores that sell to wholesalers or distributors?

• Wishlist Pro ‑ Pasilobus is better suited for B2B workflows with features like spreadsheet imports and order forms designed for distributors. Ultimate Wishlist focuses on consumer-focused wishlist behavior and built-in reminders, so it’s less adapted to bulk reordering.

Q: How does support and trustworthiness compare between the two apps?

• Ultimate Wishlist has 34 reviews and a 4.9 rating, indicating a larger sample of merchant feedback. Wishlist Pro ‑ Pasilobus shows a 5.0 rating but only from one review, making it harder to generalize. Merchants should test support responsiveness and documentation during trials.

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

• An integrated retention platform consolidates wishlist, loyalty, referrals, and reviews into a single system, which lowers subscription costs, centralizes customer data, and simplifies automation between wishlist events and loyalty rewards. For stores that depend on multiple retention mechanisms, a single platform can provide better value for money and operational simplicity than maintaining several specialized apps.