Wizy Wishlist vs. Swish (formerly Wishlist King): An In-Depth Comparison

Introduction

Choosing the right wishlist app can increase conversions, reduce friction, and feed data-driven decisions about product demand. Shopify merchants face hundreds of choices for small, single-purpose tools that promise similar results. The difference comes down to features, integration depth, scalability, and the indirect cost of adding another app to the tech stack.

Short answer: Wizy Wishlist is a straightforward, low-cost option for merchants who need a minimal, page-or-popup wishlist with predictable pricing tiers. Swish (formerly Wishlist King) is a polished, feature-rich wishlist solution aimed at brands that want advanced customization, analytics, and integrations out of the box. For merchants who want wishlist functionality plus loyalty, referrals, reviews, and VIP tiers in a single, integrated platform, a consolidated option like Growave delivers better value for money and reduces tool sprawl.

This post provides a side-by-side, feature-by-feature comparison of Wizy Wishlist and Swish (formerly Wishlist King), using available data and product descriptions to highlight strengths, trade-offs, and practical recommendations. After the direct comparison, the article explains why an integrated retention platform can be a better long-term choice and introduces Growave as an alternative aligned with the “More Growth, Less Stack” approach.

Wizy Wishlist vs. Swish (formerly Wishlist King): At a Glance

Feature-by-Feature Comparison

The following sections examine the two apps across practical merchant concerns: feature set, customization and UX, analytics and data, integrations, pricing and value, performance and limits, and support/onboarding. Each subsection provides objective observations and tactical implications for merchants.

Core Wishlist Functionality

Wizy Wishlist

Wizy Wishlist focuses on the essentials: let customers add and remove items, support both guest and account-based lists, and provide a popup or page-based wishlist. Its copy emphasizes faster shopping and fewer repeated searches. Plans impose wishlist caps (500, 1,000, 5,000, 10,000) depending on tier.

Key points:

• Customers can add/remove and purchase directly from the wishlist.
• Supports a page or popup placement to match UX preferences.
• Provides a control panel with basic statistics and demand tracking.

Practical implication: The app covers the basic conversion use case—capture customer intent and shorten return paths to purchase. For stores with modest SKUs and predictable traffic, the limited feature set may be sufficient.

Swish (formerly Wishlist King)

Swish offers a broader wishlist experience designed to accommodate varied customer journeys. It emphasizes unlimited wishlists and sessions, automation for personalized notifications, and analytics to curate and prioritize wishlist items.

Key points:

• Unlimited wishlists and saved items across plans.
• Personalised and automated wishlist notifications to drive conversion.
• Wishlist throughout the shopping journey (product pages, collections, search results).
• Advanced analytics and wishlist curation features.

Practical implication: Swish positions the wishlist as an engagement and conversion channel. For stores that expect significant wishlist activity, need automated reactivation emails/notifications, or want to use wishlist data for merchandising, Swish supplies the functional depth.

Customization and Store Fit

Wizy Wishlist

Customization is presented in simple terms: the wishlist button and page are adjustable to suit store aesthetics. The option between popup or page gives flexibility for UX experiments (modal vs persistent page).

Strengths:

• Simple, predictable customization options.
• Lightweight approach reduces risk of theme conflicts.

Limitations:

• No visible advanced design controls or white-glove setup.
• Smaller developer footprint and low review counts make it harder to judge real-world integration complexity.

Tactical note: Merchants using heavily customized themes or headless setups should plan to test Wizy on a staging theme. The lower price point may mean less bespoke support for nonstandard themes.

Swish (formerly Wishlist King)

Swish advertises deep customization and a free setup and customisation service across all plans. Swish claims compatibility with all themes and provides white-glove onboarding for Plus customers.

Strengths:

• Free setup means less internal engineering time needed.
• Theme-agnostic implementation reduces visual mismatch.
• Customization service helps brands preserve UI/UX fidelity.

Trade-offs:

• Slightly higher price point reflects added service and integration work.
• Brands that want a very custom wishlist-driven UX will appreciate the setup service.

Tactical note: For merchants lacking in-house frontend resources, Swish’s onboarding can save weeks of development time and reduce theme risk.

Analytics, Reporting & Product Demand Signals

Wizy Wishlist

Wizy mentions a "control panel with powerful statistics" and real-time tracking of customer demand. However, the app listing shows no public record of integrations with analytics platforms.

Observations:

• Basic demand-tracking analytics appear to be available.
• Lack of published integrations with GA4 or customer-data platforms suggests manual export may be required for deeper analysis.

Practical implication: Wizy can surface wishlist popularity, but stores that need to feed wishlist signals into marketing automation or enterprise reporting will encounter additional work.

Swish (formerly Wishlist King)

Swish emphasizes "advanced analytics and wishlist curation" and explicitly lists integrations with Klaviyo and GA4. That allows wishlist events to be consumed by marketing tools for triggered messages and attributed in analytics platforms.

Observations:

• Wishlist events can be forwarded into Klaviyo for segmentation and automated flows.
• GA4 integration enables proper event tracking and funnel analysis.
• Advanced curation features help merchandising teams make product-level decisions.

Practical implication: Swish supports data-driven programs (e.g., wishlist abandonment flows, inventory prioritization) with less friction.

Notifications, Automation & Conversion Triggers

Wizy Wishlist

Wizy’s listing focuses on returning convenience and faster purchases but does not highlight advanced automated notifications or multi-channel triggers.

Observations:

• If notification automation exists, it is not a highlighted selling point.
• Merchants wanting wishlist abandonment emails or dynamic push notifications will likely need to build automations externally.

Tactical note: Wizy may work well when the wishlist is a convenience feature rather than a core marketing trigger.

Swish (formerly Wishlist King)

Swish markets highly personalised and automated wishlist notifications. Integration with channels like email or Meta (for ads) can turn wishlist signals into conversion-driving messages.

Advantages:

• Can trigger personalized notifications at optimal moments.
• Built-in integrations reduce the need for custom work to send automation events to marketing tools.

Practical implication: For stores using wishlist signals to drive reactivation or product alerts, Swish delivers a lower-friction path.

Integrations & Technical Compatibility

Wizy Wishlist

Wizy’s listing does not display a broad integrations list. The app’s primary promise is a simple wishlist experience.

Implications:

• May be suitable for merchants with simple setups.
• Stores relying on tools like Klaviyo, GA4, or custom headless flows should verify support before committing.

Swish (formerly Wishlist King)

Swish lists explicit compatibility with several Shopify capabilities and marketing platforms: Checkout, Hydrogen, Klaviyo, GA4, Meta, Customer Accounts, Recommendations, and Search.

Advantages:

• Works with modern stacks including Hydrogen and headless implementations.
• Native Klaviyo and GA4 support simplifies event-based marketing and analytics.
• Checkout and customer account compatibility improves customer experience end-to-end.

Practical implication: Swish is designed to slot into existing MarTech stacks with fewer integration gaps.

Pricing & Value for Money

Both price and hidden costs (development time, maintenance, support) determine the true value of a wishlist app.

Wizy Wishlist Pricing Overview

Wizy offers four tiers:

• Standard — $4.99 / month — customizable, popup or page, 500 wishlists.
• Pro — $9.99 / month — 1,000 wishlists.
• Advanced — $39.99 / month — 5,000 wishlists.
• Enterprise — $79.99 / month — 10,000 wishlists.

Value assessment:

• Low entry price makes Wizy accessible to many small merchants.
• Plan-based wishlist caps can be restrictive for stores with many repeat visitors or large catalogs.
• No visible free setup or onboarding services.

Who benefits:

• Small merchants with predictable wishlist volumes and limited internal budget.
• Stores that want a basic wishlist without investing in advanced integrations.

Who should be cautious:

• Fast-scaling merchants whose wishlist activity will exceed caps.
• Brands that expect to use wishlist events for marketing automation.

Swish Pricing Overview

Swish’s public pricing tiers:

• Basic Shopify — $19 / month — all features, free setup, unlimited wishlists & sessions.
• Shopify — $29 / month — all features, free setup.
• Advanced Shopify — $49 / month — all features.
• Shopify Plus — $99 / month — plus white-glove onboarding, priority support, dedicated account manager, Hydrogen & headless support.

Value assessment:

• Higher entry price reflects unlimited wishlist capacity and onboarding.
• Free setup reduces implementation costs and technical risk.
• Plus-level services align with enterprise needs for account management and headless stacks.

Who benefits:

• Brands that want to scale wishlist-driven workflows without worrying about caps.
• Merchants that prefer paid onboarding to reduce internal engineering time.

Comparison summary:

• Wizy: lower monthly cost, caps on wishlists, minimal setup included.
• Swish: higher monthly cost, unlimited wishlists, free onboarding, richer integrations.

Recommendation approach:

• Evaluate expected wishlist usage (unique visitors × propensity to save items).
• Consider the cost of in-house development versus paying for setup and integrations.

Performance, Scalability & Limits

Wizy Wishlist

Explicit limits are visible in plan descriptions; wishlists are capped per plan. The app’s lightweight approach likely results in fast performance but may require plan upgrades as activity grows.

Operational consideration:

• Monitor wishlist usage to avoid hitting hard limits.
• Expect to migrate plans or apps if traffic/wishlist adoption scales quickly.

Swish (formerly Wishlist King)

Swish offers unlimited wishlists and sessions, making it straightforward to scale. Additional benefits for Plus stores include support for Hydrogen and headless stacks.

Operational consideration:

• Unlimited capacity reduces the need for frequent plan changes.
• Enterprise onboarding helps optimize performance for high-traffic stores.

Support, Onboarding & Trust Signals

Wizy Wishlist

Support and onboarding details are minimal in the listing. The app developer is PATH. The number of Shopify reviews is 0, and the rating is listed as 0, which provides limited public social proof.

Implication:

• Lack of reviews makes it hard to predict response time and problem resolution quality.
• Merchants should request clarity on support SLAs before installing.

Swish (formerly Wishlist King)

Swish lists 272 reviews with a perfect 5.0 rating on the Shopify App Store — a strong social proof signal. The vendor advertises free setup and customization across plans and dedicated support for Plus customers.

Implication:

• Robust review count and onboarding service suggest a mature product and support organization.
• Dedicated account management at Plus level reduces operational risk.

Due diligence advice:

• Inspect sample implementation examples or request references to verify match with the store’s theme and required workflows.

Security & Data Ownership

Both apps operate within Shopify and will inherit platform-level security protections. Important considerations for merchants:

• Verify how wishlist data is stored, exported, and ported if the store switches apps.
• Confirm GDPR/CCPA-compliant data handling if operating in regulated markets.
• Check how integrations pass wishlist events to external systems (e.g., does Klaviyo receive customer email hashes directly or via a proxy).

Swish’s enterprise focus suggests better support for compliance and secure integration practices; Wizy’s smaller footprint requires direct confirmation from the developer.

Practical Use Cases and Merchant Recommendations

The following scenarios help merchants choose the right tool based on objectives, internal capacity, and growth expectations.

When Wizy Wishlist Is a Good Fit

• The merchant needs an inexpensive, lightweight wishlist for occasional customer use.
• The store has limited engineering resources and can accept a simpler setup.
• Wishlist usage is expected to remain low-to-moderate (within plan caps).
• The primary goal is to reduce friction for returning customers, not to power automated marketing or product analytics.

Suggested approach:

• Start on the Standard or Pro plan to test wishlist adoption.
• Monitor demand stats and upgrade when wishlist counts approach the plan cap.
• If automations are needed later, be prepared to export events or use third-party workarounds.

When Swish (formerly Wishlist King) Is a Good Fit

• The brand expects high wishlist adoption and needs unlimited wishlists.
• The goal is to use wishlist events as marketing triggers (personalized notifications, Klaviyo flows).
• The store uses GA4, headless, or advanced storefronts and needs compatibility.
• The merchant prefers vendor-led onboarding to speed implementation.

Suggested approach:

• Choose a plan aligned with the store’s Shopify plan for direct feature parity.
• Leverage free setup to ensure theme compatibility and event tracking accuracy.
• Use analytics and curation features to inform merchandising and inventory decisions.

When Neither Single-App Approach Is Ideal

• The merchant needs wishlist features integrated tightly with loyalty, referrals, reviews, and VIP tiers.
• The store prefers to minimize app sprawl and reduce cross-app integration overhead.
• Long-term strategy prioritizes increased customer lifetime value (LTV) and consolidated retention metrics.

Suggested approach:

• Evaluate an integrated retention platform that includes wishlist functionality alongside loyalty, referrals, and reviews to reduce fragmentation of customer data and centralize growth tactics.

Pricing Scenarios and Total Cost of Ownership

Price alone is an incomplete measure. Evaluate monthly fees, onboarding cost (time and money), development and maintenance effort, and the ability to extract value (increased conversions and LTV).

• Low-budget stores: Wizy's $4.99 entry tier minimizes monthly cost but may produce higher indirect costs later (migration, manual integrations).
• Growth-stage stores: Swish’s $19–$49 tiers buy unlimited wishlists and integration-ready workflows, likely reducing engineering costs.
• Scale and enterprise: Swish’s Plus plan or an integrated platform provide white-glove onboarding and dedicated support which can accelerate ROI.

Merchants should calculate:

• Expected increase in conversion rate from wishlist-driven messages.
• Cost of in-house development to achieve the same integrations.
• Long-term fit with retention strategy (are wishlists a tactical add-on or part of a broader loyalty program?).

Real-World Considerations Merchants Often Overlook

• Data portability: If switching apps later, can wishlist data be exported and re-imported? Swish’s higher-touch onboarding may include data migration assistance; Wizy’s migration path should be confirmed.
• Cross-app duplication: Using separate wishlist and loyalty apps creates fragmented customer identities and duplicate events across systems.
• Theme compatibility: The cost, in time and visual inconsistency, of retrofitting wishlists into heavily customized themes is often underestimated.
• Measurement alignment: Ensure wishlist events are instrumented consistently across analytics (e.g., GA4 event naming) to avoid reporting gaps.

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

Single-purpose apps solve focused problems quickly, but they also contribute to "app fatigue": an overloaded stack where each tool solves one thing, data lives in silos, and cumulative complexity increases operational cost. An alternative approach is to consolidate retention features into a single platform that handles loyalty, referrals, reviews, wishlist, and VIP tiers.

What Is App Fatigue?

App fatigue is the friction and inefficiency that accumulate when merchants add single-purpose tools to achieve narrow goals. Symptoms include:

• Multiple tools producing overlapping notifications to the same customer.
• Fragmented customer data across dashboards, making it hard to measure LTV.
• Increased maintenance time for upgrades, compatibility fixes, and API changes.
• Higher total cost of ownership due to subscription fees and hidden integration work.

The result: conversion opportunities fall through the cracks because wishlist events, loyalty rewards, and review requests live in different systems.

More Growth, Less Stack: The Case for Consolidation

Consolidated platforms reduce these burdens by:

• Centralizing customer identity and engagement history.
• Enabling cross-feature campaigns (for example, rewarding customers who add high-value items to wishlists).
• Reducing duplicate integrations and simplifying analytics.
• Providing unified reporting for retention KPIs like repeat purchase rate, average order value (AOV), and LTV.

Growave follows this philosophy: combine wishlist functionality with loyalty, referrals, reviews, and VIP tiers so merchants can build coordinated retention programs without managing multiple apps.

What Growave Offers (Functional Overview)

Growave is an integrated retention platform that includes Wishlist alongside Loyalty & Rewards, Referrals, Reviews & UGC, and VIP Tiers. It is designed to help merchants increase repeat purchases and customer lifetime value with less stack complexity.

Key capabilities relevant to wishlist-driven programs:

• Wishlist as a native component of a broader retention strategy.
• Ability to use wishlist actions as triggers for loyalty points, referral incentives, and review requests.
• Integration-ready flows for Klaviyo, Omnisend, Recharge, and common e-commerce tools.

Merchants can learn how Growave helps consolidate retention features and reduces app sprawl by exploring how to consolidate retention features.

Integrating Wishlist with Loyalty, Reviews & Referrals

When wishlist data feeds into loyalty and referral mechanics, merchants can craft personalized offers that increase purchase velocity. Examples of integrated actions:

• Award points when customers add items to wishlists, encouraging engagement that can later convert.
• Trigger a review request after a wishlisted item is purchased and delivered to surface authentic UGC.
• Use wishlist popularity to create exclusive VIP offers for customers who saved high-demand items.

Growave’s suite is built to facilitate these cross-functional campaigns. Merchants interested in the loyalty mechanics can review how to build loyalty and rewards that drive repeat purchases. For review systems, Growave offers tools to collect and showcase authentic reviews.

Technical and Commercial Advantages of an Integrated Platform

• Single billing and fewer subscriptions reduce monthly overhead.
• Unified data model eliminates complex ETL across apps.
• Support and onboarding that cover multiple retention features at once.
• Faster experimentation: test multi-channel retention strategies without coordinating multiple vendors.

For merchants evaluating the trade-offs between adding another single-purpose app and standardizing on one platform, a short demo answers practical questions about migration, event mapping, and ROI. Book a personalized demo to see how an integrated retention stack accelerates growth. (Book a personalized demo)

How Growave Addresses Common Merchant Concerns

• Scalability: Plans and Plus-level services support larger merchants and headless storefronts.
• Integrations: Native compatibility with marketing platforms reduces setup time; install the integrated app to benefit from built-in connectors. (Install the integrated app)
• Data portability: Centralized retention records make it simpler to export or migrate data if strategy changes.
• Support: Multi-tier support options, including account managers at higher plans, reduce operational risk.

Further reading: Merchants can compare support and enterprise options for solutions for high-growth Plus brands.

Pricing & Trial Options

Growave’s pricing model accommodates different growth stages, with an entry plan and scalable upgrades. For merchants comparing total cost of ownership, the platform also provides a free trial that helps benchmark ROI before committing financially.

Merchants can view current plan options and test drive the platform to determine whether consolidation reduces costs and accelerates revenue. To evaluate pricing and feature tiers, consult the Growave pricing page and consider the free trial to measure impact. (Compare plans and start a free trial)
Growave also offers a Shopify App Store listing for easy installation and initial testing. (Preview the app on the Shopify App Store)

Implementation Checklist: Choosing and Deploying a Wishlist Strategy

The following checklist helps merchants avoid common mistakes during selection and deployment.

• Define objectives: Is the wishlist primarily about convenience, product discovery, or conversion triggers?
• Estimate usage: Forecast wishlist adoption to choose between capped or unlimited plans.
• Map integrations: Identify analytics and marketing tools that must receive wishlist events.
• Confirm data flows: Verify how customer identifiers are shared across platforms.
• Evaluate onboarding: Decide whether vendor-led setup is necessary to meet timelines.
• Test early: Use a staging environment to confirm theme compatibility and event accuracy.
• Measure impact: Track wishlist-driven conversion, reactivation rates, and influence on LTV.

These steps are practical regardless of which wishlist tool a merchant selects. For merchants seeking to centralize these capabilities, the integration advantages of a single retention suite simplify checklist execution and long-term measurement.

Conclusion

For merchants choosing between Wizy Wishlist and Swish (formerly Wishlist King), the decision comes down to scope and scale. Wizy Wishlist offers a low-cost, simple wishlist suitable for stores that need basic add/save functionality and predictable monthly fees. Swish provides a more sophisticated, integration-ready wishlist experience with free onboarding, unlimited wishlists, and strong analytics—better suited for brands ready to use wishlist data as an activation signal in marketing and merchandising.

Both options solve the immediate wishlist problem, but they leave open the question of how wishlist events fit into a broader retention strategy. For merchants looking to reduce app sprawl and unify retention tactics—loyalty, referrals, reviews, VIP tiers, and wishlist—an integrated platform offers better value for money and operational simplicity.

Start a 14-day free trial to test how an integrated retention platform consolidates wishlist, loyalty, reviews, and referrals into a single system. (Compare plans and start a free trial)

For merchants who want an initial walkthrough before committing, a demo provides a tailored look at migration options and program design. (Book a personalized demo)

Additional resources:

• Learn how to consolidate retention features and reduce tool sprawl.
• See how to collect and showcase authentic reviews to build social proof.
• Explore how loyalty and rewards that drive repeat purchases can be combined with wishlist behavior to increase LTV.
• Preview the platform on the Shopify App Store to verify theme compatibility and initial install steps. (Preview the app on the Shopify App Store)

FAQ

Q: How does the feature depth of Swish compare to Wizy Wishlist? A: Swish offers a deeper feature set with unlimited wishlists, advanced analytics, and native integrations (Klaviyo, GA4, Meta). Wizy provides a simpler page-or-popup wishlist with explicit caps and fewer visible integrations. The choice depends on whether wishlist events are a tactical convenience or a strategic marketing signal.

Q: Which app is more cost-effective for a growing store? A: Cost-effectiveness depends on expected wishlist volume and the value of onboarding/automation. Wizy’s lower monthly price is attractive initially, but plan caps and potential integration work can raise long-term costs. Swish’s higher monthly fee includes unlimited wishlists and free setup, which may lower total cost of ownership for growth-stage merchants.

Q: How does an all-in-one platform compare to specialized apps? A: An all-in-one platform centralizes customer data and retention features, reducing integration overhead and enabling cross-feature campaigns. It often yields faster experimentation cycles and clearer attribution for retention metrics. Specialized apps may be cheaper or simpler initially but can create operational complexity over time.

Q: Can wishlist data be used for loyalty and reward triggers? A: Yes—when wishlist events are centralized into a retention platform or integrated with loyalty providers, wishlist actions can trigger points, exclusive offers, and personalized campaigns. This capability is a major advantage of integrated platforms that include both wishlist and loyalty modules.