Wishlist Wizard vs. Smart Wishlist APP: An In-Depth Comparison

Introduction

Choosing the right wishlist app is a common early decision for Shopify merchants trying to improve conversion and retention. With hundreds of single-purpose tools available, merchants must weigh features, cost, and future scaling needs before adding another app to the store.

Short answer: Wishlist Wizard is a simple, pay-as-you-go wishlist tool suitable for merchants who want an easy, no-frills way to let customers bookmark products; Smart Wishlist APP offers basic UI customization and guest-account support at a lower monthly price. For brands concerned about growth, integrations, and retention, a single-purpose wishlist app can be useful—yet often falls short. For merchants ready to consolidate retention features, an integrated platform like Growave usually provides better long-term value and fewer apps to manage.

This article provides an objective, feature-by-feature comparison of Wishlist Wizard (by Devsinc) and Smart Wishlist APP (by ENS Enterprises Limited). It also explores pricing, implementation trade-offs, support, and scaling considerations so merchants can choose the best tool for their store and roadmap.

Wishlist Wizard vs. Smart Wishlist APP: At a Glance

Deep Dive Comparison

Overview: Product Positioning and Public Data

Wishlist Wizard (Devsinc)

Wishlist Wizard positions itself as a simple wishlist tool allowing customers to build and share lists of desired products across devices. The public Shopify listing shows one review with a 5-star rating. Pricing is split across a Standard Plan at $15/month (no back-in-stock) and a Pro Plan at $20/month (includes back-in-stock). The core selling points are unlimited products and customers and device sync/sharing.

Positive indicators:

• Clear, focused feature set.
• Pro plan includes back-in-stock notifications, which can be valuable for conversion on replenishable SKUs.

Constraints to note:

• Very small public review sample (one review). That makes it harder to judge real-world reliability, support responsiveness, and long-term maintenance.
• Public listing shows limited information about third-party integrations or enterprise capabilities.

Smart Wishlist APP (ENS Enterprises Limited)

Smart Wishlist APP advertises the ability to add products to a wishlist for both logged-in and guest users, with admin-side UI customization and multiple button style options. Pricing is notably lower at $4.99/month (Basic).

Positive indicators:

• Low price point attractive for small shops or stores testing wishlist functionality.
• UI customization options let merchants align the button with store design.

Constraints to note:

• No public reviews or rating (0 reviews, 0 rating) on the Shopify listing, leaving quality and support unknown.
• Feature list appears minimal—no built-in back-in-stock alert, no mention of analytics or integrations.

Feature Comparison

Wishlist Creation & Persistence

Wishlist Wizard

• Lets customers create persistent wishlists that sync across devices (Android, iPhone).
• Supports saving unlimited products and customers on all plans.
• Sharing options for email and social media are available according to the app description.

Smart Wishlist APP

• Supports adding products to wishlist for both logged-in and guest users.
• Persistence for guest users is typically cookie-based; details about cross-device sync are not specified publicly.
• UI customization suggests the focus is on how wishlists are added, not on advanced sharing or syncing.

Practical takeaway: If multi-device persistence and easy sharing are priorities, Wishlist Wizard appears to advertise stronger support. However, because public documentation and review volume are limited for both apps, merchants should validate persistence behavior (especially for guest users) during a trial before relying on either solution.

Guest Users and Account-Based Behavior

Smart Wishlist APP explicitly supports guest users and logged-in users, which matters for stores that accept purchases without accounts or depend on checkout conversions. Wishlist Wizard likely supports account-based persistence given its device sync feature, but guest behavior is less explicit in public descriptions.

Recommendation: For stores with high guest checkout rates, confirm how each app stores wishlist data for non-logged-in visitors (local storage vs. server-side), and whether users can recover wishlists after switching devices.

Back-in-Stock & Inventory Signals

Wishlist Wizard includes back-in-stock notifications only on the Pro plan ($20/month). This ties wishlist behavior to actionable inventory events, which can directly drive conversions and recovery of lost sales.

Smart Wishlist APP does not advertise built-in back-in-stock notifications in its public description.

Strategic note: Back-in-stock capability on wishlists increases the ROI of wishlist features because it turns passive interest into purchase triggers. For merchants with frequent stockouts or limited-run inventory, this is a high-impact feature.

UI Customization & Visual Control

Smart Wishlist APP highlights admin-side UI customization—button types, button text, and the ability to enable/disable UI. This helps merchants integrate the wishlist control into unique storefront designs without custom development.

Wishlist Wizard’s public description focuses more on functionality and sharing; UI customization specifics are not highlighted in the description. Merchants should verify available placement options, button styles, and theme compatibility before installing.

Practical advice: Stores with bespoke theme designs should evaluate UI customization in a staging environment. If the app does not offer theme-compatible components out of the box, plan for developer time to align styles.

Sharing and Social Behavior

Wishlist Wizard mentions sharing via email and social platforms, which makes it easier for customers to advocate or request gifts. Smart Wishlist APP does not explicitly emphasize sharing capabilities beyond adding items.

Tactical point: Social sharing on wishlists supports word-of-mouth and gifting flows. If gifting or group shopping is part of the brand’s playbook, prioritize apps that include sharing, or ensure the app provides easy export or sharing links.

Analytics and Reporting

Neither app lists detailed analytics or reporting publicly. This is typical for lightweight wishlist tools, but merchants looking to measure wishlist-driven revenue or track wishlist-to-purchase conversion should plan for either:

• Asking the app developer about built-in conversion tracking and event exports (e.g., Google Analytics events), or
• Using workarounds like custom events firing to analytics platforms when wishlists are created or converted.

If reporting is a strategic priority, a platform that includes analytics across loyalty, reviews, and wishlist actions will be more efficient than stitching together data from separate apps.

Integrations and Platform Support

The public descriptions of both apps do not list broad integration ecosystems. That has implications for merchants who rely on marketing automation, CRM, or custom checkout flows.

• Without native integration to email or analytics tools, merchants may need developer resources to forward wishlist events to Klaviyo, Omnisend, or other platforms.
• For stores using headless commerce, Shopify Plus features, or advanced checkout customization, confirm whether the app supports relevant APIs or checkout integration points.

For merchants whose retention strategy depends on cross-app automation, the lack of documented integrations increases maintenance overhead.

Pricing & Value

Price Points

Wishlist Wizard

• Standard Plan: $15/month (Unlimited products & customers; no back-in-stock)
• Pro Plan: $20/month (Unlimited products & customers; back-in-stock included)

Smart Wishlist APP

• Basic Plan: $4.99/month

Pricing observations:

• Smart Wishlist APP offers a notably lower entry price, attractive for budget-conscious merchants or A/B testing wishlist functionality.
• Wishlist Wizard’s higher price is justified primarily by the inclusion of back-in-stock notifications at $20/month.

Value discussion:

• If a wishlist is required simply to let customers save items, Smart Wishlist APP represents better value for money for stores that can accept basic features and potential limitations in syncing or integrations.
• If a merchant needs back-in-stock notifications tied to wishlist behavior—a direct conversion driver—Wishlist Wizard’s $20 Pro plan may produce higher ROI by converting wishlist interest into purchases.

Hidden Costs and Total Cost of Ownership

Beyond monthly fees, consider:

• Developer time for theme integration or API work.
• Potential costs for firing events into email platforms or analytics tools if direct integrations are missing.
• App overlap and subscription sprawl: adding multiple single-purpose apps increases monthly spend and management complexity.

Merchants should calculate expected revenue uplift from wishlist features (e.g., recovery of abandoned interest, back-in-stock conversions) versus the total monthly and implementation costs.

Implementation & UX Considerations

Front-End Performance

Every front-end app can affect page load speed. Lightweight widget implementation and asynchronous loading matter for conversion. Neither app lists performance SLAs publicly.

Advice: Test both apps in a staging environment and measure Largest Contentful Paint (LCP) and Time to Interactive (TTI) before and after installation to identify performance regressions.

Theme Compatibility

Check for:

• Native compatibility with major Shopify themes.
• Conflict potential with custom JavaScript or other storefront apps.
• Ability to inject CSS or modify markup if customization is required.

If an app needs manual theme edits, reserve developer bandwidth and a rollback plan.

Mobile Experience

Because a large portion of e-commerce traffic is mobile, ensure:

• Buttons are responsive and do not obstruct critical CTAs.
• Wishlist flows (creation, sharing, back-in-stock notifications) function reliably across mobile browsers and the native Shopify mobile app experience.

Request a demo or trial to validate mobile UX for both logged-in and guest visitors.

Support, Reliability, and Review Signals

Public review volume and rating are quick proxies for user experience at scale.

• Wishlist Wizard: 1 review, 5/5 rating. The high rating is positive but based on a single data point, limiting statistical confidence.
• Smart Wishlist APP: 0 reviews, 0 rating. No public reviews make it difficult to gauge support responsiveness and reliability.

Recommendation: Contact app developers directly with technical questions and test support responsiveness before committing. Ask for references or case studies if uptime, SLA, or long-term maintenance is a concern.

Scalability and Roadmap Fit

Consider how the wishlist tool will fit a merchant’s roadmap:

• For small stores testing wishlist behavior, a low-cost option like Smart Wishlist APP is a low-risk choice.
• For mid-market stores that expect to scale personalization, back-in-stock alerts, and cross-channel retention, Wishlist Wizard brings an important feature (back-in-stock) but lacks evidence of robust integrations.
• For enterprises or merchants expecting to add loyalty, referrals, reviews, and more retention tactics, separate single-purpose apps can lead to app fatigue and integration complexity.

Decision framework: Choose the app that matches immediate needs and aligns with the next 12–18 months of retention strategy. If retention features will be expanded, plan for the migration cost and data export options.

How to Decide: Use Cases and Merchant Recommendations

When to Choose Wishlist Wizard

Choose Wishlist Wizard if:

• The merchant values device sync and sharing features.
• Back-in-stock notifications tied to wishlists are a core conversion lever.
• The store is comfortable paying a moderate monthly fee ($15–$20) for focused wishlist functionality.
• The merchant prefers a single paid app that includes back-in-stock on a low-cost Pro plan rather than building a separate back-in-stock flow.

When to Choose Smart Wishlist APP

Choose Smart Wishlist APP if:

• The merchant needs a low-cost test for wishlist behavior and brand wants to validate demand.
• UI customization for the wishlist button is required immediately and developer resources are limited.
• The store relies heavily on guest checkout and needs an affordable solution that supports non-account persistence.

When Neither Single-Purpose App Is Enough

Consider moving beyond single-purpose wishlist apps when:

• The merchant plans to implement loyalty, referrals, reviews, or VIP tiers alongside wishlists.
• Integrations to email, segmentation, and analytics matter for automated lifecycle campaigns.
• App management costs, theme conflicts, and cross-app data syncing become operational bottlenecks.

If multiple retention tools are on the roadmap, evaluating an all-in-one retention platform that includes wishlist functionality can reduce overhead and improve lifetime value measurement.

Migration, Data Export, and Risk Mitigation

Before installing or switching wishlist apps, merchants should assess:

• Data portability: Can wishlists be exported in CSV or via API? This matters for preserving user preference data during migrations.
• User mapping: If the store has existing wishlists for logged-in users, ensure the new app supports mapping by customer ID or email.
• Downtime and UX continuity: Plan a short maintenance window and communicate temporary behavior changes to customers.
• Legal and privacy compliance: Verify how wishlist data is stored, whether it contains PII, and whether it aligns with GDPR/CCPA requirements.

Request documentation from the app developer and include migration steps in the project plan.

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

Single-purpose wishlist apps can be valuable for specific, narrow needs, but they also contribute to "app fatigue"—the operational and technical overhead that comes from managing many small apps. App fatigue creates several common issues:

• Increased monthly subscription costs and unclear ROI per app.
• Fragmented data across systems, making it hard to measure LTV and retention impact.
• More potential for theme conflicts and performance hits from multiple front-end scripts.
• Higher maintenance burden when onboarding or supporting new features across different vendors.

An alternative strategy is to adopt a consolidated retention stack that groups wishlist capabilities with loyalty, referrals, and reviews. This approach reduces tool sprawl and centralizes customer data, enabling more coherent lifecycle campaigns.

Growave’s approach follows this "More Growth, Less Stack" principle. Merchants that choose a consolidated platform gain:

• Integrated loyalty and rewards, allowing points and incentives to tie directly to wishlist-triggered actions and conversions. Merchants can build loyalty and rewards that drive repeat purchases.
• Review collection and display workflows that work alongside wishlists to build social proof and UGC. Stores can easily collect and showcase authentic reviews.
• Wishlist tools that are part of a broader retention suite, reducing the need for separate apps and the hidden overhead of cross-app data sync.

Explore customer outcomes and examples when considering consolidation—see customer stories from brands scaling retention to understand how a single platform reduces complexity while boosting LTV.

How a Unified Platform Solves Common Wishlist Pain Points

• Back-in-stock and wishlist actions can trigger loyalty points, referral nudges, or review requests in a unified flow, rather than relying on tenuous cross-app automation.
• Centralized analytics show the true contribution of wishlists to AOV and repeat purchases, without stitching multiple data sources.
• Fewer front-end scripts and coordinated product updates reduce the risk of performance regressions and theme conflicts.

Merchants looking to evaluate trade-offs can compare the monthly cost of several single-purpose apps versus one integrated solution. For example, consolidating wishlist, loyalty, and reviews within one platform often provides better value for money when factoring in reduced developer time and increased retention lift.

Where to See Pricing and Try an Integrated Solution

For merchants interested in how consolidation can simplify operations and drive repeat purchases, review plan details and trial options to measure the platform’s fit. Merchants can compare plans and start trials on the pricing page to test features and expected ROI: consolidate retention features and compare plans.

Merchants that prefer to test a solution via the Shopify App Store can access Growave directly to install and experiment: install the integrated retention suite from the Shopify App Store.

Request a Demo (Hard CTA)

Book a personalized demo to see how an integrated stack improves retention and reduces tool sprawl: Book a personalized demo to evaluate an integrated retention stack.

Integrations and Platform Support That Matter

An all-in-one platform typically emphasizes integration with the broader marketing stack. For example, merchants evaluating consolidation will want native connectivity to:

• Email and SMS platforms for lifecycle campaigns.
• Customer support systems to surface loyalty and order context.
• Checkout and subscription systems for lifecycle-driven offers.

Growave lists compatibility with multiple ecosystem tools and provides plans that scale with the merchant’s order volume and technical needs. To explore enterprise-level capabilities and how they apply to larger merchants, check solutions built for high-growth Plus brands.

Feature Crossovers: How Consolidation Improves Outcomes

• Loyalty + Wishlist: Granting points for adding items to a wishlist encourages repeat interactions and increases the likelihood of a purchase once stock returns.
• Reviews + Wishlist: After a wishlist converts to purchase, automatically request reviews to build social proof tied to the wishlist source.
• Referrals + Wishlist: Allow customers to share wishlists with referral links that reward both referrer and recipient upon purchase.

These orchestrated flows are easier to design and measure inside one platform, rather than using multiple single-purpose apps and ad-hoc automation.

Secondary Resources and Testing

Merchants considering consolidation should use live examples and case studies to validate the platform’s impact. Two useful resources include how loyalty programs can drive repeat purchases and how review workflows increase conversion:

• Learn how brands implement loyalty and rewards that drive repeat purchases.
• Understand how to collect and showcase authentic reviews.

For merchants wanting to see results from peers, examine customer stories from brands scaling retention to assess comparable outcomes.

Implementation Checklist: What to Test Before Committing

Before installing a wishlist app or consolidating tools, validate these items:

• Performance: Measure site speed before and after app install.
• Persistence: Confirm wishlist persistence for logged-in and guest users across devices.
• Integrations: Verify the app can send events to email/analytics or supports native integrations.
• Localization: For multi-language stores, check translation support and right-to-left compatibility.
• Data export: Ensure wishlist data can be exported or migrated easily.
• Support: Test developer or merchant support with technical questions and note response time.
• Security: Confirm how wishlist data is stored and whether it contains sensitive PII.

This checklist helps minimize surprises and aligns the tool with the store’s technical stack.

Pricing Scenarios and ROI Examples

Scenario A — Small Store Testing Wishlists

• Monthly run rate: low.
• Goal: Validate demand for saved lists.
• Recommended approach: Try Smart Wishlist APP at $4.99/month to measure wishlist adoption and shares. If adoption is low, it’s cheaper to cancel early.

Scenario B — Mid-Market Store Needing Back-in-Stock

• Inventory turnover causes frequent stockouts.
• Goal: Recover lost sales via back-in-stock notifications.
• Recommended approach: Wishlist Wizard Pro ($20/month) because it includes back-in-stock tied to wishlists.

Scenario C — Growing Brand Building Retention Stack

• Roadmap includes loyalty, referrals, reviews, and wishlists.
• Goal: Increase LTV and reduce churn while minimizing app management overhead.
• Recommended approach: Evaluate an integrated platform where wishlist is part of an integrated retention suite. Compare the combined cost of separate apps against a single platform subscription and the cost of implementation. Review plan and trial options on the pricing page to validate fit and total cost of ownership: consolidate retention features and compare plans.

Practical Migration Steps (If Moving from a Single App to a Platform)

• Export wishlist data from current app (customers, saved SKUs, timestamps).
• Map exported fields to the new platform’s schema.
• Recreate critical automations (back-in-stock, email triggers) in the new system.
• Test on a subset of users and confirm analytics events flow to the merchant’s analytics tools.
• Communicate change to customers if wishlist URLs or behaviors will briefly change.

If assistance is needed, merchants can book a demo to discuss migration plans.

Conclusion

For merchants choosing between Wishlist Wizard and Smart Wishlist APP, the decision comes down to immediate priorities. Wishlist Wizard is better for merchants who want device sync, sharing, and a built-in back-in-stock feature at a modest monthly price. Smart Wishlist APP provides better value for money for merchants that simply need a lightweight, highly affordable wishlist button with basic UI customization and guest user support.

For merchants who plan to expand retention capabilities—adding loyalty, referrals, reviews, and VIP tiers—a consolidated platform reduces app sprawl, centralizes customer data, and simplifies measuring lifetime value. For stores that want to replace multiple single-purpose tools with one integrated retention solution, review pricing and plans to test if consolidation reduces overhead and improves outcomes: compare plans and start a trial to measure the impact.

Start a 14-day free trial to test a unified retention platform that bundles wishlist, loyalty, reviews, and referrals into one suite: Start a 14-day free trial of an integrated retention stack.

FAQ

What are the major differences between Wishlist Wizard and Smart Wishlist APP?

• Wishlist Wizard focuses on wishlist creation with device sync, sharing, and a Pro plan that includes back-in-stock notifications. Smart Wishlist APP is a lower-cost option emphasizing UI customization and support for guest users. Wishlist Wizard charges $15–$20/month depending on features; Smart Wishlist APP’s Basic plan is $4.99/month. Both lack extensive public review volume and documented integrations, so merchants should validate behavior with a trial.

Which app offers the best value for money?

• If the sole requirement is a simple wishlist button and budget is the primary constraint, Smart Wishlist APP delivers better value for money at $4.99/month. If back-in-stock notifications are critical to recovering lost sales, Wishlist Wizard’s $20/month Pro plan may provide better ROI. For broader retention needs, a consolidated platform often becomes the best value when factoring in reduced developer time and centralized analytics.

How should merchants test wishlist behavior before committing?

• Install the app in a staging environment, measure front-end performance, test wishlist persistence for logged-in and guest users across devices, and validate back-in-stock flows and sharing options. Confirm event exports to analytics and marketing platforms. If possible, run a short trial to measure wishlist-to-purchase conversion.

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

• An all-in-one platform groups wishlist with loyalty, referrals, reviews, and VIP features to reduce the number of installed apps and centralize customer data. This simplifies automation and measurement, often improving lifetime value while lowering total cost of ownership over time. For merchants who plan to scale retention activities, an integrated solution typically resolves the app fatigue that comes with multiple single-purpose tools. Learn how loyalty programs and review tools can work together to lift retention and conversions by exploring platforms that combine these features: learn how loyalty and rewards drive repeat purchases and see how to collect and showcase authentic reviews.