Wishlist Wizard vs. Mst: Wishlist + Marketing Flow: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a small decision with outsized impact on retention, customer experience, and repeat purchases. Shopify merchants often weigh simplicity against functionality: a lightweight wishlist can reduce friction for shoppers, while a feature-rich wishlist can feed back into email, SMS, and personalization workflows. This comparison evaluates two popular wishlist apps—Wishlist Wizard by Devsinc and Mst: Wishlist + Marketing Flow by Mascot Software Technologies—so merchants can pick the tool that best fits their store and growth goals.

Short answer: Wishlist Wizard is a focused wishlist tool that fits stores that want a clean, paid wishlist feature with an option for back-in-stock alerts at its higher tier. Mst: Wishlist + Marketing Flow is a more feature-rich wishlist with built-in alerting, multiple wishlist support, and broader integrations at a very low monthly price. For merchants looking to consolidate retention across loyalty, referrals, reviews, and wishlist into a single platform and reduce app bloat, Growave presents a higher-value, integrated alternative.

This post provides a feature-by-feature, data-driven comparison of Wishlist Wizard and Mst: Wishlist + Marketing Flow, then explains when each app makes sense, and finally outlines the benefits of moving to an integrated retention suite that replaces multiple single-purpose apps.

Wishlist Wizard vs. Mst: Wishlist + Marketing flow: At a Glance

Deep Dive Comparison

Product Positioning and Developer Background

Wishlist Wizard is developed by Devsinc and presents itself as a straightforward wishlist tool: allow customers to bookmark products and return later, with device syncing and sharing options. The app data shows a single review with a perfect rating, which signals either a very new app or limited adoption.

Mst: Wishlist + Marketing Flow comes from Mascot Software Technologies and positions itself as a feature-packed wishlist solution with marketing flows. It has a much larger review base (150 reviews) and a 4.7 rating, signaling wider adoption and more visible social proof in the Shopify ecosystem.

Both apps are categorized under wishlist, but their positioning differs: Wishlist Wizard emphasizes simplicity and core wishlist behavior, while Mst emphasizes additional marketing capabilities, alerts, and deep customization.

Features

Core Wishlist Functionality

Wishlist Wizard

• Allows customers to build wishlists and bookmark items to purchase later.
• Device sync for Android, iPhone, and other devices.
• Sharing capabilities via email and social platforms.
• Unlimited products and customers across plans.

Mst: Wishlist + Marketing Flow

• Allows multiple wishlists per customer and guest wishlists.
• No limit on items or customers.
• Built-in sharing and responsive UI for desktop and mobile.
• Fully customizable "My Wishlist" page using Liquid, HTML, and CSS.
• Offers price-drop and back-in-stock alerts via email, SMS, and push notifications.

Analysis:

• Both apps cover the basic wishlist expectations: saving items, syncing, and sharing.
• Mst expands the baseline with multiple wishlists and guest support—useful for stores that expect shoppers to curate collections (occasion lists, gift lists, etc.).
• Wishlist Wizard keeps the core simpler, which could be desirable if the merchant wants minimal configuration.

Alerts and Re-Engagement

Wishlist Wizard

• Back-in-stock alerts are available only on the Pro plan ($20/month).
• No explicit mention of price-drop alerts or multi-channel alerting in the base description.

Mst: Wishlist + Marketing Flow

• Includes price-drop and back-in-stock alerts delivered via email, SMS, and push notifications.
• Integrates with common messaging tools, allowing automated re-engagement tied directly to wishlist activity.

Analysis:

• If reactivation of wishlist items through price-drop or back-in-stock notifications is a priority, Mst provides that capability out of the box and across channels.
• Wishlist Wizard only offers back-in-stock at higher tier and does not advertise multi-channel alerting, making Mst a stronger choice for stores that rely on timing-based recovery flows.

Customization and UI

Wishlist Wizard

• Emphasizes device sync and basic sharing. App description does not highlight deep UI customization.

Mst: Wishlist + Marketing Flow

• Full customization of the wishlist page using Liquid, HTML, and CSS.
• Multiple UI options and responsive design.
• API and headless theme support for advanced storefronts.

Analysis:

• Brands that want the wishlist experience to match their site look and feel—and who value headless or custom theme support—will find Mst’s customization and API support more flexible.
• Wishlist Wizard might be a faster install for merchants who prefer a plug-and-play approach without custom theme edits.

Multi-Account and Guest Experience

Wishlist Wizard

• Unlimited customers allowed; guest wishlist not explicitly stated.

Mst: Wishlist + Marketing Flow

• Supports guest wishlists and multiple wishlists per customer.
• Better suited for stores that want to capture intent without forcing account creation.

Analysis:

• Guest wishlist capability can reduce friction; Mst’s support here helps capture anonymous intent and convert that into future sales via reminders.

Integrations & Extensibility

Wishlist Wizard

• Developer information doesn’t list major integrations in the provided data.

Mst: Wishlist + Marketing Flow

• Lists integrations with Customer Accounts, Shopify Flow, Klaviyo (Email Marketing & SMS), PushOwl/Brevo (Email, Push, SMS), and Apploy (mobile app builder).
• API and headless support are mentioned, allowing deeper extension into custom tech stacks.

Analysis:

• Mst’s listed integrations make it more attractive for merchants who already use marketing automation platforms and want the wishlist to feed into workflows.
• The absence of listed integrations for Wishlist Wizard can complicate connecting wishlist signals to a broader retention stack.

Data Access, Export, and APIs

Wishlist Wizard

• No clear public note on API or export capabilities in the provided dataset. Merchants should confirm data portability and export features with the developer.

Mst: Wishlist + Marketing Flow

• API and headless theme support are explicitly mentioned, implying options for data sync, custom flows, and export.

Analysis:

• Merchants with plans to use wishlist data for segmentation or custom analytics should prefer an app that exposes APIs or reliable exports—Mst appears stronger here.

Pricing & Value

Price Points

Wishlist Wizard

• Standard Plan: $15/month — Unlimited products/customers, no back-in-stock.
• Pro Plan: $20/month — Adds back-in-stock alerts, still unlimited products/customers.

Mst: Wishlist + Marketing Flow

• Monthly Plan: $2/month — One fixed cost for all features; no limits on wishlist items or customers.

Growave (context for value comparison)

• Entry Plan: $49/month (includes wishlist plus loyalty, reviews, referrals).
• Growth Plan: $199/month; Plus Plan: $499/month.
• Free plan and free trial available.

Analysis:

• On purely sticker price, Mst offers the best entry-level monthly rate ($2) for a full suite of wishlist features, including alerts and customization.
• Wishlist Wizard’s entry point is $15/month, which removes friction over free apps but costs more than Mst while offering fewer integrations in the listed data.
• Price alone, however, is not the only metric: value for money depends on how wishlist signals are leveraged to increase conversion and lifetime value (LTV). If a merchant needs only wishlist functionality, Mst offers the best value for money among the two. If a merchant prefers a minimal, predictable, and slightly higher-priced tool with a simple experience, Wishlist Wizard may be acceptable.

Total Cost of Ownership (TCO)

Considerations beyond monthly price:

• Integration costs: If the wishlist needs to feed into Klaviyo or another ESP, an app that integrates natively reduces developer or middleware costs.
• Maintenance and theme work: Customization increases implementation effort.
• App bloat: Each additional single-purpose app increases the operational complexity and potential performance impact.
• Support tiers and account management: Faster resolution and migration assistance can reduce hidden costs.

On TCO, merchants who plan to run multiple retention programs (loyalty, reviews, referrals, wishlist) may find it more cost-effective to consolidate rather than maintaining many apps. This is where integrated platforms like Growave become relevant.

Integrations, Automation & Ecosystem Fit

Mst: Wishlist + Marketing Flow

• Integrates with Klaviyo, Shopify Flow, PushOwl/Brevo and mobile app providers.
• These integrations allow wishlist events (add/remove/price drop) to trigger automations in marketing tools.

Wishlist Wizard

• No integrations listed in the provided data. Merchants should verify integration options, or expect potential manual exports or custom work.

Analysis:

• If merchants use Klaviyo or Shopify Flow heavily, Mst becomes a natural fit as wishlists can directly feed automations and reactivation campaigns.
• Wishlist Wizard’s lack of publicized integrations makes it riskier for stores that plan to use wishlist events for lifecycle marketing.

Support, Reviews & Reliability

Wishlist Wizard

• Shopify listing shows 1 review with a rating of 5. This is a small sample size and can make it hard to assess long-term support quality and reliability.

Mst: Wishlist + Marketing Flow

• 150 reviews and a 4.7 rating provide stronger evidence of real-world use, implementation diversity, and maintained support.

Analysis:

• Review count is an important proxy for reliability and vendor responsiveness. Mst’s larger review base increases confidence in the app’s stability and developer support.
• Merchants should read recent reviews to see how the developers respond to issues and what common implementation pain points look like.

Performance, Scalability & Theme Compatibility

Mst: Wishlist + Marketing Flow

• API/headless support suggests the app can scale with larger catalogs and non-standard storefronts.
• Customizable wishlist page and Liquid support reduce theme conflicts when properly implemented.

Wishlist Wizard

• Simpler setup may reduce the likelihood of theme conflicts, but with fewer customization options, stores with complex themes may find styling less adaptable or require developer tweaks.

Analysis:

• Large catalogs and enterprise stores should prefer apps with headless and API support. Mst’s support for these architectures makes it a better fit for growth-oriented merchants.

Data Privacy & Compliance

Both apps need to handle customer and product data securely and comply with applicable privacy laws (e.g., GDPR, CCPA). Before installing:

• Verify where data is stored and how it is processed.
• Confirm whether permission is requested for SMS or push notifications (especially for multi-channel alerts).
• Check opt-in flows for messaging channels to remain compliant.

Merchants should request privacy documentation from either vendor if compliance requirements are a priority.

Setup & Implementation

Wishlist Wizard

• Likely a quicker install for basic wishlist needs with minimal configuration required.

Mst: Wishlist + Marketing Flow

• Offers more setup options due to customization, integrations, and API use. This implies a slightly steeper initial setup curve but greater long-term flexibility.

Analysis:

• Stores with limited developer resources and a desire for fast time-to-value may prefer Wishlist Wizard.
• Stores that plan to integrate wishlist behavior into broader email/SMS flows or require brand-consistent UI should expect to invest more time on Mst during setup.

Use Cases: Which App Fits Which Merchant

Wishlist Wizard — Best For:

• Small to mid-sized stores that want a simple wishlist without deep integration needs.
• Merchants that prefer a predictable, straightforward product for bookmarking items.
• Stores that will accept higher starting price in exchange for a simpler interface and possibly less setup.

Mst: Wishlist + Marketing Flow — Best For:

• Merchants that want multiple wishlists per customer and guest wishlist support.
• Stores that need price-drop and back-in-stock alerts across email, SMS, and push channels.
• Brands that plan to connect wishlist data to Klaviyo, Shopify Flow, or other automations and need a highly customizable wishlist interface.
• Merchants operating on a tight app budget who need full wishlist functionality at a low monthly cost.

Migration & Exit Considerations

Before committing, merchants should confirm:

• How to export wishlist data if changing providers.
• Whether wishlist data can be mapped to customer profiles in the store’s CRM or ESP.
• If discontinued support would impact stored wishlist data or require manual migration.

Mst’s API and headless support imply easier data export and migration compared to Wishlist Wizard (given the latter’s public data shows no API note). Always request export documentation during the trial.

Pros & Cons Summary

Wishlist Wizard

• Pros:
  • Simple, focused wishlist functionality.
  • Device sync and sharing built in.
  • Unlimited products and customers across plans.
• Cons:
  • Higher starting price ($15/month) for a basic wishlist relative to Mst.
  • Limited publicly listed integrations.
  • Back-in-stock only on Pro plan.

Mst: Wishlist + Marketing Flow

• Pros:
  • Low monthly price ($2/month) for full feature set.
  • Multiple wishlists, guest wishlist, price-drop and back-in-stock alerts.
  • Extensive customization, API, and integration support.
  • Strong review base (150 reviews, 4.7 rating).
• Cons:
  • Very low price could indicate limited support tiers—validate SLA expectations.
  • Greater setup complexity if advanced customization is used.

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

Why App Fatigue Matters

App fatigue is the accumulation of friction, cost, and technical overhead that occurs when a store uses many single-function apps to run marketing, retention, and lifecycle programs. Symptoms include:

• Higher monthly costs and unpredictable bills.
• Increased theme conflicts and performance issues from multiple scripts.
• Fragmented user data across separate systems, making it hard to measure LTV or trigger precise automations.
• Higher maintenance burden and longer onboarding for new staff.

Wishlist Wizard and Mst both solve wishlist-specific problems. But merchants often need more than wishlists—loyalty programs, referral campaigns, reviews, VIP tiers, and wishlists that work together to increase repeat purchases. Stitching these systems together can quickly create app fatigue.

The Case for Consolidation

Replacing several single-purpose apps with a single integrated suite reduces complexity and gives merchants:

• Unified customer profiles with signals from wishlists, purchases, referrals, and reviews.
• Fewer scripts and less theme risk, improving page speed and reliability.
• Easier measurement of retention metrics (repeat purchase rate, time between orders, LTV).
• Centralized support and product roadmaps tailored to retention outcomes.

This is the premise behind the "More Growth, Less Stack" approach.

Growave: One Stack for Loyalty, Wishlist, Reviews, Referrals, and VIPs

Growave is positioned as a flexible retention platform built to consolidate tools that traditionally live in separate apps. It bundles loyalty, referrals, reviews & UGC, wishlist, and VIP tiers into one integrated suite, designed specifically to reduce app sprawl and increase customer lifetime value.

Key benefits of using an integrated platform like Growave:

• Single source of truth for customer engagement and reward data.
• Built-in loyalty and VIP tiers that leverage wishlist signals for targeted reward triggers.
• Reviews and UGC collection that boosts social proof and conversion without adding another app.
• Native integrations with common Shopify partners to keep marketing automation simple.

Merchants can evaluate the platform and pricing to see how consolidation compares to the cumulative cost of multiple single-purpose tools—compare the options and consider whether consolidating features is better value for money over the medium term.

How Growave Maps to Wishlist Needs

Growave includes a wishlist module as part of its retention suite. This means:

• Wishlist interactions can tie directly into loyalty point triggers (for example, awarding points for wishlist additions or conversions from wishlist items).
• Wishlist-based alerts and workflows can be complemented with referral incentives or VIP promotions.
• Wishlist data is stored alongside reviews and referral history, simplifying segmentation for reactivation campaigns.

For merchants interested in consolidating retention tools, Growave provides the benefit of a wishlist with built-in loyalty and review capabilities, reducing the need to stitch data across apps.

Integrations and Store Fit

Growave supports a wide set of integrations and flows designed for growth stores, including enterprise features and headless support. For merchants on Shopify Plus or those building advanced automation, Growave provides solutions that fit complex setups.

Merchants can compare integrated capabilities and implementation plans by reviewing pricing tiers and app availability. To evaluate fit:

• Review how wishlist events map into broader loyalty and referral triggers.
• Confirm integration compatibility with current ESPs, push providers, and support systems.
• See how consolidated reporting simplifies lifetime value and cohort analysis.

Growave can be explored further on how to consolidate retention features and merchants can find Growave on the Shopify App Store to check compatibility with the store.

Reducing App Stack, Increasing Retention

Moving to a single-platform approach helps merchants:

• Spend less time resolving conflicts and maintaining multiple vendor relationships.
• Create coordinated campaigns that use wishlist signals to drive referrals, reviews, and repeat purchases.
• Reduce monthly licensing complexity and centralize performance tracking.

For stores considering consolidation, Growave’s roadmap and support model are designed to make that transition intentional and measurable. Explore how loyalty ties into wishlist mechanics to create targeted re-engagement programs that increase repeat purchase rates.

How to Evaluate Consolidation vs. Best-of-Breed

When deciding between a best-of-breed wishlist app and consolidation into a platform like Growave, consider:

• Core objectives: Is the priority a single functionality (wishlist) or a broader retention strategy?
• Budget over time: Will multiple apps cost more when measured against the uplift from loyalty and referral synergies?
• Technical resources: Are there developers available to maintain integrations and exports, or is a single-managed platform preferable?
• Speed to value: Does the merchant need a fast installation, or can they invest time to implement richer, integrated flows?

Merchants can weigh the trade-offs of an immediate cost saving (e.g., Mst’s low $2/month) against longer-term gains from cross-channel retention programs available in integrated platforms. To evaluate consolidated pricing and feature tiers, merchants should check current plans and compare total expected costs of add-on apps versus a single vendor plan—compare how consolidation lets a store consolidate retention features and how that integrates into existing marketing stacks.

Where to Learn More and Try It

• See how loyalty programs can amplify wishlist activity and increase repeat purchase rates by reviewing how to build loyalty and rewards that drive repeat purchases.
• Learn how combining wishlist behavior with social proof works by exploring ways to collect and showcase authentic reviews.
• View customer stories to understand how brands reduced app sprawl and increased retention by checking customer stories from brands scaling retention.

Merchants can also find Growave on the Shopify App Store for a direct comparison to other apps and to evaluate installation compatibility: find Growave on the Shopify App Store. For merchants on enterprise plans, Growave provides features tailored to scale and can be explored through the solutions for high-growth Plus brands.

Conclusion

For merchants choosing between Wishlist Wizard and Mst: Wishlist + Marketing Flow, the decision comes down to priorities:

• Choose Wishlist Wizard if a simple, straightforward wishlist tool with predictable pricing and minimal configuration is the most important factor. It fits merchants who want a lightweight solution and are comfortable with a higher per-month price for a minimal feature set.
• Choose Mst: Wishlist + Marketing Flow if multiple wishlist types, guest wishlist support, price-drop and back-in-stock alerts, deep customization, and native integrations with common marketing tools are essential—especially when budget sensitivity favors low monthly cost and a wider review base supports reliability.

Beyond the wishlist trade-offs, merchants should consider whether using separate single-purpose apps creates technical and operational complexity that undermines long-term retention goals. Consolidating wishlist, loyalty, referrals, and reviews into a single platform reduces app sprawl and centralizes customer signals for smarter segmentation and higher lifetime value. To explore a single, integrated retention stack and evaluate how consolidation compares to multiple standalone apps, start a 14-day free trial to see how a unified retention platform accelerates growth: start a 14-day free trial.

For a quick comparison on the Shopify App Store, merchants can also find Growave on the Shopify App Store and compare installation and feature fit against existing tools. For more detail on loyalty and how wishlist events can drive repeat purchases, review how to build loyalty and rewards that drive repeat purchases. To understand how reviews and UGC amplify conversions when paired with wishlist-driven outreach, explore how to collect and showcase authentic reviews.

FAQ

What are the main differences between Wishlist Wizard and Mst: Wishlist + Marketing Flow?

• Wishlist Wizard focuses on core wishlist functionality with device sync and sharing, and offers back-in-stock alerts only on its Pro plan. Mst emphasizes a feature-rich wishlist, including multiple wishlists per user, guest wishlist support, price-drop and back-in-stock alerts across email/SMS/push, and deeper customization or API support.

Which app offers better integration with marketing tools like Klaviyo?

• Mst: Wishlist + Marketing Flow lists integrations with Klaviyo and Shopify Flow, making it easier to trigger lifecycle campaigns from wishlist events. Wishlist Wizard’s public data does not list these integrations; confirm with the developer before depending on direct integrations.

Which app is better value for money?

• On sticker price, Mst is the most economical for full-feature wishlist functionality at $2/month. Wishlist Wizard starts at $15/month and $20 for back-in-stock functionality. However, value for money should be considered in context: if a merchant needs loyalty, referrals, or reviews in addition to wishlist functionality, consolidating into a single platform may offer stronger long-term ROI.

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

• An all-in-one platform reduces the number of apps to manage, consolidates customer data, and makes it easier to run coordinated retention programs (loyalty, referrals, reviews, wishlist) that increase lifetime value. Specialized apps can offer best-in-class single features at a lower upfront cost but may create app fatigue, increased maintenance, and fragmented data—factors that reduce long-term efficiency and growth. For merchants prioritizing retention and simplified operations, consider evaluating an integrated solution and compare consolidated plans to the cumulative cost of multiple single-purpose apps.