A wishlist lets shoppers save the products they like and come back for them later. For the store, every saved product is a far clearer signal of intent than a product page view. You know which product they want, which size or colour they picked and when they saved it.
Shopify themes don't come with a wishlist of their own, so you need an app. The Shopify App Store lists dozens of them, but most have few reviews and very similar features. What really sets them apart is how they charge, which alerts they send and whether the data reaches your email marketing platform.
In this article we compare the three wishlist apps we recommend most often at STRAT for Shopify stores in 2026, with their current pricing, strengths and limitations. At the end you'll find a table to help you choose based on the size and needs of your store.
Why does your Shopify store need a wishlist?
In fashion, home decor, jewellery or any category with a mid to high average order value, many shoppers don't buy on their first visit. They compare, wait for payday or wait for a price drop. Without a wishlist, that interest disappears the moment they close the tab.
A well-connected wishlist does three things. It gives shoppers a reason to come back to the store. It captures their email address when they save the product (many apps ask for it when an item is added to favourites). And it lets you contact them when that specific product drops in price, runs low on stock or comes back in stock.
It's worth keeping expectations realistic. A wishlist that only stores products and never sends anything barely moves sales. The return comes when the list data feeds your email automations and ad audiences.
What should you check before choosing a wishlist app?
Before comparing brands, go through these points:
- How it charges. Each app caps something different (wishlist actions, saved items, website sessions or your Shopify plan). Two apps with the same entry price can give you very different volumes.
- Integration with your email platform. If you use Klaviyo or Omnisend, check which plan switches the integration on, because it is often missing from the cheapest one.
- Automated alerts. Price drop, low stock and back in stock alerts are the ones that convert best.
- Guest wishlists. Forcing shoppers to create an account before saving a product cuts usage sharply.
- The Built for Shopify badge. It shows the app meets Shopify's performance and integration requirements. It guarantees nothing on its own, but it's a good first filter.
- Fit with your theme. The favourites icon appears on product pages, collections and quick views, so it has to respect the store's design.
1. Swym Wishlist Plus, the most complete option for email and retargeting
Swym Wishlist Plus is the wishlist app with the longest track record on the Shopify App Store. It has been listed since 2016, holds a 4.7 out of 5 rating across more than 1,400 reviews and carries the Built for Shopify badge.
It supports multiple shareable lists, syncs saved products across devices, captures the shopper's email when they save an item and sends automated price drop and back in stock reminders. Its integration catalogue is the broadest of the three, covering Klaviyo, Omnisend, Attentive, Tapcart and Shopify Flow, plus audiences for Meta retargeting.
Approximate pricing:
- Starter, ~$29.99/mo, with 3,000 wishlist actions a month and price and stock alerts.
- Pro, ~$59.99/mo, with 10,000 actions, Klaviyo and Omnisend integration, customer segments and Meta retargeting.
- Premium, ~$99.99/mo, with 25,000 actions, a REST API and a JavaScript SDK.
The key detail sits in the Pro plan. The Klaviyo and Omnisend integration isn't included in Starter, so if you want to use the wishlist in your email flows, the real starting price is around $60 a month. It also charges by actions. Some reviews report that the app stopped showing on the store once the monthly quota ran out. If you get a lot of traffic, keep an eye on usage and size the plan properly from the start.
It's the best option for stores that already run a mature email and ads strategy and want to use wishlist data across every channel.
2. Swish (formerly Wishlist King), the best for design-led stores
Swish is the new name for Wishlist King. It holds a 5.0 rating across around 290 reviews, carries the Built for Shopify badge and takes a different approach from the rest. Every plan includes every feature, and the team handles installation and customisation for free so the wishlist matches your theme.
Alongside wishlists with multiple lists, it includes save from cart, back in stock, price drop and low stock alerts, a customer hub with recently viewed items and orders, and analytics showing which products get saved most. Klaviyo, Omnisend and Attentive integrations come as standard. It also works with Shopify Markets, B2B and headless stores built on Hydrogen.
In 2026 Swish charges based on your store's website sessions:
- Starter, ~$19/mo with 10,000 sessions included. Beyond that, ~$0.001 per session.
- Growth, ~$79/mo with 100,000 sessions included.
- Scale, ~$499/mo with 500,000 sessions, custom integrations and white-glove onboarding.
To find out which plan makes sense, work out what you would pay on Starter with your real traffic. At 50,000 sessions a month it comes to about $59, less than Growth. Above roughly 70,000 sessions a month, Growth works out cheaper.
It's the best option for fashion and lifestyle brands that care a lot about store design and want the full feature set without fighting plan limits.
3. Wishlist Hero, the best for getting started on a small budget
Wishlist Hero is the most affordable option with serious features. It holds a 4.7 rating across more than 400 reviews and has been on the App Store since 2019. Shoppers can use the wishlist as guests, without logging in. It works on product pages, collections and quick views, and installs automatically on the most popular themes.
Approximate pricing:
- Free, with up to 500 wishlist additions a month, shareable lists and reports.
- Silver, ~$4/mo, with 1,000 additions, custom branding, low stock and on sale reminders, plus tracking with Klaviyo, GA4 and the Meta and TikTok pixels.
- Gold Plus, ~$17/mo, with 5,000 additions, full Klaviyo, Omnisend and SendGrid integration, plus a REST API.
- Platinum, ~$29/mo, with 10,000 additions.
Two honest caveats. It's the only one of the three without the Built for Shopify badge, so it's worth measuring your store's speed before and after installing it. And some of the most recent reviews complain about slow support on customisation requests, although most reviews describe the support as quick and helpful.
It's the best option for small or early-stage stores that want a working wishlist with alerts for under $20 a month.
What should you do with wishlist data?
Installing the app is the easy part. The value lies in what you do afterwards with each saved product. These are the automations that perform best across the stores we work with:
- Wishlist reminder. An email a few days after the product is saved, showing the exact variant the shopper chose.
- Price drop. Triggered when a saved product goes on sale. During campaigns like Black Friday it's one of the highest-converting emails.
- Low stock. A heads-up that only a few units of the saved size or colour are left.
- Back in stock. An alert when an out-of-stock product on the wishlist becomes available again.
For these flows to work, the app has to send wishlist events to your email platform. Klaviyo and Omnisend receive those events from all three apps in this comparison, as long as you're on the plan that includes the integration. If you want these flows set up properly, at STRAT we handle ecommerce email automation with Klaviyo and Omnisend as our main platforms.
Saved products are also useful for ads. With Swym or with Wishlist Hero's pixels you can build audiences of people who saved products without buying them and show them those products in Meta Ads campaigns for online stores. It's a small audience, but one with very high purchase intent.
One last word of warning before you install anything. If your product page has problems (photos that don't change when a colour is selected, an awkward mobile layout or slow load times), a wishlist won't make up for them. Fix the product page first and then add the wishlist.
Which one should you choose for your store?
| Tool | Approximate price | Strong on | Ideal for |
|---|---|---|---|
| Swym Wishlist Plus | From ~$29.99/mo (Klaviyo and Omnisend from ~$59.99) | Integrations, Meta retargeting, API | Stores with a mature email and ads strategy |
| Swish | From ~$19/mo plus session-based usage | Every feature on every plan, free design and setup | Design-led brands that want the full feature set |
| Wishlist Hero | Free or from ~$4/mo | Price, guest wishlists, low-cost alerts | Small or early-stage stores |
Prices in USD, checked on the Shopify App Store in November 2026.
In short:
- You just want the favourites icon and a list for shoppers. Start with Wishlist Hero's free plan.
- You want price and stock alerts connected to Klaviyo or Omnisend on a small budget. Wishlist Hero Gold Plus or Swish Starter.
- You get a lot of traffic, run a heavily customised theme or a headless store. Swish.
- You want to use the wishlist across email, SMS and ads at the same time. Swym Wishlist Plus on the Pro plan.
Frequently asked questions
Does Shopify have a native wishlist? No. Shopify doesn't include a wishlist in its themes on any plan, which is why you need an app. Some themes come with a favourites button that stores products only in the browser, so shoppers lose the list if they switch devices.
Are there free Shopify wishlist apps worth using? Yes, for the basics. Wishlist Hero allows up to 500 wishlist additions a month on its free plan, with shareable lists and reports. What free plans almost never include are automated alerts and the Klaviyo or Omnisend integration.
Does a wishlist increase sales? On its own, not much. Its value lies in capturing purchase intent at product and variant level and in giving you permission to contact the shopper about that specific product. Sales come from the reminder, price drop, low stock and back in stock emails.
How do I connect my wishlist to Klaviyo or Omnisend? All three apps in this comparison send wishlist events to Klaviyo and Omnisend, but each one switches it on in a different plan. Swym needs the Pro plan, Wishlist Hero needs Gold Plus and Swish includes it on every plan. Once connected, you build the flows in your email platform from those events.
Do wishlist apps slow down my store? Any app that adds a button to product pages and collections adds weight to the page. That's why it pays to choose apps with the Built for Shopify badge, which comes with performance requirements. Then measure your store's speed before and after installing. It's also a bad idea to run two wishlist apps at once during a migration.
Can I switch wishlist apps without losing my customers' lists? Yes, in most cases. Swish and Wishlist Hero both let you import and export lists, and Swish also offers to migrate wishlists from other apps. Before uninstalling the old app, export the data and check that the new one imports it correctly.
Choosing the app takes an afternoon. What makes the difference is a wishlist that fits your theme, doesn't slow the store down and sends data to your email platform from day one. If you'd like us to set it all up and get it working, at STRAT we take care of Shopify store development and optimisation, from app installation through to the product page.
