Are you running a Shopify store and looking for new ways to improve the customer experience and boost sales?
This article explains the benefits of adding a favorites (wishlist) feature to your Shopify store and how to set one up. We'll also introduce some recommended Shopify apps, so be sure to check them out. Use a favorites feature to increase repeat visits and browsing, and to run more effective email marketing.
What Is a Favorites Feature (Wishlist)?
A favorites feature lets customers save and manage products from your shop as "their own list." It's also known as a "wish list" or "bookmark."
With a favorites feature, customers can save items they're interested in but not ready to buy, then quickly find and purchase them later — on payday, during a sale, or whenever they revisit the store.
It's also useful for saving everyday items that customers buy regularly, encouraging them to revisit the shop and repurchase.
More recently, it has also become common for people to create a "wish list" of items they want and share or publish the page URL with others on an anniversary or special occasion, so that someone else can buy the items for them as a gift.
Benefits of Adding a Favorites Feature (Wishlist)
The benefits of adding a favorites feature include the following.
- Helps increase sales
- Increases return visits and browsing
- Helps you understand customer needs
- Makes inventory management easier
- Enables more effective email marketing
Let's look at each of these in detail.
Helps Increase Sales
A favorites feature reduces the effort needed to find products again on a return visit, which helps cut down on lost sales caused by customers leaving because they couldn't find what they wanted.
It can also encourage third-party purchases: when customers share or publish their "wish list," others can buy the listed items for them as a gift.
Increases Return Visits and Browsing
Customers often add products to their favorites with the intent to purchase later, which helps increase the rate of return visits to your shop.
Building a carefully curated favorites list also encourages customers to browse the entire shop, which can boost overall browsing rates.
Another way to increase browsing rates on a Shopify store is with a tag list. The article below explains the benefits of using a tag list on Shopify and how to display a tag list. Check it out for reference.
Helps You Understand Customer Needs
By checking which products are added to favorites most often, you can see which items are most popular with your customers.
Makes Inventory Management Easier
As mentioned above, understanding which products are popular also helps directly with inventory management.
Enables More Effective Email Marketing
By emailing customers who have added a specific product to their favorites when it's back in stock or on sale, you can expect better results than sending a generic promotional email to everyone.
For more on email marketing, see the article below.
How to Add a Favorites Feature to Shopify
Here are the ways to add a favorites feature.
- Use a Shopify theme with a built-in favorites feature
- Customize your theme's source code
- Install a Shopify app
Let's look at each of these in detail.
Use a Shopify Theme with a Built-in Favorites Feature
The first option is to use a Shopify theme.
Some Shopify themes support a favorites feature, so you can find and purchase a compatible theme to add the feature to your store.
We looked into this ourselves but couldn't find a theme with this feature on the Shopify Theme Store.
However, we did find a few compatible themes on overseas services that sell Shopify themes, which we'll introduce below.
The benefits of using a Shopify theme are that you can add the feature without any programming knowledge, and since it's a one-time purchase, no further costs arise after buying it.
On the other hand, the drawbacks are that it takes effort to find a suitable theme, that it can cost anywhere from tens of dollars upward even at the lower end, and that you have no freedom over the design.
Customize Your Theme's Source Code
Next is customizing your theme's source code.
You can also add a favorites feature by customizing the source code of the Shopify theme you're using.
The benefits of implementing it yourself are a high degree of design freedom and no cost if you do the work yourself.
On the other hand, the drawbacks are that implementation takes time and that it requires programming knowledge.
Install a Shopify App
Finally, you can install a Shopify app.
Searching "wishlist" in the Shopify App Store will bring up many Shopify apps.
The benefits of installing a Shopify app are that you can add the feature easily without programming knowledge, that you get more design freedom than with a Shopify theme, and that you can always use the latest features.
On the other hand, the drawback is that a monthly fee applies.
10 Recommended Shopify Apps for Adding a Favorites Feature
Here are the Shopify apps you can use to add a favorites feature.
- Swym Wishlist Plus
- StoreCRM
- Wishlist Hero
- Wishlist King
- Wishlist Pro
- Smart Wishlist
- Prime Review
- FAVS Wishlist Bar
- CI-Wishlist
- MultiLikes
Let's look at each one in detail.
Swym Wishlist Plus
This is the most popular favorites app among Shopify apps.
Guest users can also create a favorites list, and lists can be published as a wishlist for others to view. It also supports a range of notifications for favorited products, including stock-quantity alerts, price-drop alerts, coupon alerts, and automated notifications.
It integrates with a variety of email apps, including Mailchimp, Klaviyo, ReSci, Sailthru, Bronto, and Dotmailer.
The article below introduces the features of Swym Wishlist Plus and how to set it up initially. Check it out for reference.
Swym Wishlist Plus Pricing Plans
| Plan | Free | Starter | Pro | Premium |
|---|---|---|---|---|
| Price | Free | $19.99/mo | $59.99/mo | $99.99/mo |
| Favorites added | Up to 500 | 1,000/mo | 10,000/mo | 25,000/mo |
| Key features |
- Simple, easy setup - Easy customization - Share wishlist by email - Basic reporting |
- Integrations with Klaviyo, Omnisend, Mailchimp - Integration with Tapcart & Shopify POS - Automated wishlist reminders - Multi-language support |
- Save-for-later feature - Integration with Klaviyo & Yotpo SMS - Facebook and Instagram retargeting - Integration with Shopify Flows - Low-stock, price-drop, and back-in-stock alerts |
- REST & JS API - AI-driven recommendations - Trigger-based marketing workflows - Integration with Attentive |
StoreCRM
StoreCRM is an email- and LINE-marketing app that integrates with your Shopify customer and purchase data to send email and LINE messages.
Beyond automated email and LINE messaging, you can also add a favorites feature. Using this app's favorites feature, you can run additional scenario-based campaigns such as:
- Back-in-stock notifications for favorited products (email and LINE)
- Low-stock notifications for favorited products (email and LINE)
- Price-change notifications for favorited products (email and LINE)
The article below introduces StoreCRM's features, pricing plans, and setup process. Check it out for reference
StoreCRM Pricing Plans
| Plan | Test Mode | Standard Plan | Pro Plan | Plus Plan |
|---|---|---|---|---|
| Price | Free | $30/mo | $100/mo | $200/mo |
| Key features |
- Try all features - Test emails only (cannot send to a live store) |
- Basic marketing features (LINE integration, welcome emails, checkout abandonment, etc.) - Email support - Up to 500 active users *501-5,500 users incur an additional fee; 5,501+ users auto-upgrade to the Pro Plan |
- All Standard Plan features - Email support - Birthday notification feature - Favorites and back-in-stock notification feature - Subscription-linked feature - Up to 6,000 active users *6,001-15,000 users incur an additional fee; 15,001+ users auto-upgrade to the Plus Plan |
- All Pro Plan features - Email support - Flow editor feature - Up to 16,000 active users *16,001+ users available for an additional fee |
Wishlist Hero
Wishlist Hero is the second most popular favorites app after Swym Wishlist Plus. With plenty of features, it's a Shopify app that offers good value for money compared to Swym Wishlist Plus.
The article below explains Wishlist Hero's features, pricing plans, and setup process. Check it out for reference.
Wishlist Hero Pricing Plans
| Plan | FREE | SILVER | GOLD | GOLD PLUS | PLATINUM | TITANIUM | TITANIUM PLUS |
|---|---|---|---|---|---|---|---|
| Price | $0.00 | $4.00 | $11.00 | $17.00 | $29.00 | $99.00 | $180.00 |
| Number of favorites added | 500 | 1,000 | 3,000 | 5,000 | 10,000 | 50,000 | 100,000 |
| No-code setup | ○ | ○ | ○ | ○ | ○ | ○ | ○ |
| Share via email and social media | ○ | ○ | ○ | ○ | ○ | ○ | ○ |
| Customer and product reports | ○ | ○ | ○ | ○ | ○ | ○ | ○ |
| Non-English support | ○ | ○ | ○ | ○ | ○ | ○ | ○ |
| Low-stock / price-drop email alerts | ○ | ○ | ○ | ○ | ○ | ○ | |
| FB Pixel integration | ○ | ○ | ○ | ○ | ○ | ○ | |
| Klaviyo Onsite Tracking integration | ○ | ○ | ○ | ○ | ○ | ○ | |
| Google Analytics (GA4) integration | ○ | ○ | ○ | ○ | ○ | ○ | |
| TikTok Pixel integration | ○ | ○ | ○ | ○ | ○ | ○ | |
| Custom branding | ○ | ○ | ○ | ○ | ○ | ○ | |
| JS API | ○ | ○ | ○ | ○ | ○ | ○ | |
| Custom ESP | ○ | ○ | ○ | ○ | ○ | ○ | |
| REST API | ○ | ○ | ○ | ○ |
Wishlist King
Wishlist King Pricing Plans
Wishlist King's pricing plan varies depending on your Shopify plan.
| Plan | Monthly Fee | Features |
|---|---|---|
| BASIC SHOPIFY | $19 | - For stores on the Shopify Basic plan |
| SHOPIFY | $29 | - For stores on the Shopify Grow plan |
| ADVANCED SHOPIFY | $49 | - For stores on the Shopify Advanced plan |
| SHOPIFY PLUS | $99 | - For stores on the Shopify Plus plan - Priority support - Supports Hydrogen and other headless stacks |
Wishlist Pro
Wishlist Pro is a relatively inexpensive Shopify app among favorites apps.
For $1.95 a month, you can create unlimited favorites lists and check monthly analytics reports.
Wishlist Pro Pricing
$1.95/mo
*7-day trial period
Smart Wishlist
Smart Wishlist is also a relatively inexpensive favorites app.
Compared to Wishlist Pro, it offers more features: you can create multiple favorites lists, automatically send reminder emails based on the favorites list, and embed the FB pixel code to apply it to ads. It also appears to expose a JavaScript API and REST API, allowing for advanced customization.
The article below introduces the features and cautions of Smart Wishlist. Check it out for reference.
Smart Wishlist Pricing Plan
$4.99/mo
*60-day trial period
Prime Review
Prime Review is a Shopify app from a Japanese company. This single app lets you add reviews, favorites, and an FAQ feature. It also integrates with Shopify Flow, providing multiple triggers for review posts and favorites additions, as well as actions for adding/removing favorites and posting reviews. Although not listed on the Shopify App Store page, it also supports a "buy later" (save for later) feature.
The article below explains the features, pricing plans, and key functions of "Prime Review." Check it out for reference.
The article below introduces the benefits of adding a review feature to Shopify and recommends some review apps. Check it out for reference.
Prime Review Pricing Plans
| Plan | Price | Details |
|---|---|---|
| AWESOME PLAN | $9/mo |
Product reviews Favorites (likes) Q&A (FAQ) Data import Email notifications Easy installation |
| ULTIMATE PLAN | $29/mo | All Awesome Plan features Add custom fields to product reviews Shopify Flow triggers and email notifications for: Favorited products back in stock Favorited product price changes Favorited product low-stock alerts Favorite add/remove Shopify Flow actions |
FAVS Wishlist Bar
FAVS Wishlist Bar is a relatively inexpensive favorites app. Beyond basic favorites functionality, you can also customize the design of the favorites button and favorites bar (the list of favorited products).
The article below explains FAVS Wishlist Bar in detail. Check it out for reference.
FAVS Wishlist Bar Pricing Plans
$9.95/mo billed monthly, $99.50/yr billed annually
CI-Wishlist
Source: CI-Wishlist | Shopify App Store
"CI-Wishlist" is a Shopify app that makes it easy to add a "favorites" feature, letting users save products, to your online store. In a Shopify app market dominated by overseas apps, it offers Japanese-language support, so domestic merchants can use it with confidence.
It can be set up with no code, and offers great freedom over icons and design, so you can improve the customer experience (UX) without breaking your brand's look and feel, helping drive repeat purchases and sales.
The article below explains the features, pricing plans, and setup process of CI-Wishlist in detail. Check it out for reference.
CI-Wishlist Pricing Plans
| Plan | Price | Details |
|---|---|---|
| STARTER PLAN | $5/mo | Favorites: up to 1,000 total |
| PRO PLAN | $20/mo | Favorites: up to 10,000 total |
| PRO Plus PLAN | $59/mo | Favorites: up to 30,000 total |
| ENTERPRISE PLAN | $99/mo | Favorites: up to 50,000 total |
MultiLikes
Source: MultiLikes | Shopify App Store
MultiLikes is a Shopify app built around the concept of "letting customers favorite everything on your site." Where "favorites" has traditionally meant products, MultiLikes extends favoriting to brands, stores, articles, pages, and collections.
Merchants with multiple brands or physical stores can create brand and store listing pages just by registering their data, and merchants publishing article content can add a favorites button to existing articles and pages. Because favoriting also triggers Shopify Flow, you can use it for CRM initiatives — for example, pulling out a segment of "customers who like a particular brand." It also natively supports data migration from major favorites apps such as Prime Review, Wishlist King, and Wishlist Plus.
The article below explains the features, pricing plans, and setup process of MultiLikes in detail. Check it out for reference.
MultiLikes Pricing Plans
| Plan | Price | Details |
|---|---|---|
| Standard Plan | $19.99/mo | Product favorites feature |
| Advance Plan | $49.99/mo | Brand and store favorites feature |
| Pro Plan | $99.99/mo | Collection, blog article, and page favorites feature |
| Enterprise Plan | $799.99/mo | All features available |
*Higher-tier plans include all features found in lower-tier plans.
*Development stores can use the app for free
To Sum Up
- Budget
- Required features
- Customizability
- Support
- Scalability
Finally, the article below introduces a range of recommended Shopify apps by category — beyond apps for adding a favorites (wishlist) feature — covering "customer acquisition," "sales growth," "blog article enhancement," and more. Check it out for reference.
