Why Wishlists Matter
Many customers browse your store without being ready to buy. A wishlist lets them bookmark products without adding to cart, reducing the frustration of searching again when they return. For retailers, it converts casual browsers into identifiable potential buyers.
Wishlist data is valuable beyond conversion. Highly wishlisted products signal strong demand and can inform buying decisions, restocking priorities, and sale pricing. Products that are wishlisted heavily but not purchased may indicate a price barrier.
App Options
Shopify does not offer a native wishlist feature. You need a third-party app. The most popular options are Wishlist Plus by Swym, Growave, and HW Wishlist. Wishlist Plus is the market leader with strong analytics and email integration. Expect to pay £15-£30 per month for a reputable app.
Key features to look for: wishlist available without account login (guest wishlists via email or local storage), email notifications when wishlisted items go on sale, sharing functionality, and an analytics dashboard showing your most-wishlisted products.
Wishlist Placement
The wishlist button should appear on every product page, typically as a heart icon near the add-to-cart button. It should also appear on collection page product cards for quick wishlist adds without opening the product page.
A dedicated "My Wishlist" page should be accessible from the account menu and the header. Make it easy for customers to find their saved items when they return.
Wishlist Emails
Automated wishlist emails are among the most effective triggered messages you can send. A "your wishlisted item is back in stock" email or "your wishlisted item is now on sale" notification converts at 3-5x the rate of standard promotional emails because the customer has already expressed intent.
Measuring Impact
Track: number of active wishlists, items added to wishlist, wishlist-to-purchase conversion rate, and revenue attributed to wishlist email clicks. Most wishlist apps provide these metrics. A healthy wishlist-to-purchase conversion rate is 8-15% within 30 days.
