- 15 Oktober 2025
- Ridwan Fauzi, S.psi
- customer retention strategiese-commerce conversion optimizationsave for later featureShopify app developmentShopify customizationShopify store featuresShopify wishlistshopping cart abandonment
Introduction
Did you know that 40% of online shoppers use wishlist features, and stores with wishlists see conversion rates increase by 20-30%? Yet, many Shopify store owners overlook this powerful tool that keeps customers engaged and coming back.
Here’s the reality: your customers aren’t always ready to buy immediately. They’re browsing during lunch breaks, comparing options, or waiting for payday. Without a wishlist or save for later feature, you’re forcing them to remember your products or lose them forever to competitors who make it easier.
In this comprehensive guide, we’ll walk you through everything you need to set up wishlist and save for later features on your Shopify store—from choosing the right approach to implementing best practices that actually drive sales.
What you’ll achieve: By the end of this article, you’ll have a clear roadmap to implement wishlist functionality that increases customer engagement, reduces cart abandonment, and ultimately boosts your revenue.
Why Wishlist and Save for Later Features Matter for Your Shopify Store
The Business Case for Wishlists
Before we dive into implementation, let’s understand why this feature is crucial for your bottom line:
Customer behavior insights: Wishlist data reveals what products generate interest but face purchasing barriers—whether that’s price, timing, or comparison shopping. This intelligence is gold for your marketing and inventory strategies.
Reduced cart abandonment: When customers can save items for later instead of abandoning their carts, you maintain a connection point. You’re not losing them; you’re giving them a reason to return.
Email marketing opportunities: Wishlist items create natural touchpoints for personalized email campaigns. Price drop alerts, back-in-stock notifications, and gentle reminders convert wishlist browsers into buyers.
Increased average order value: Customers who use wishlists typically purchase 2-3x more items per transaction because they’ve curated their perfect collection over time.
Key Takeaway: Wishlist features aren’t just nice-to-have additions—they’re strategic tools that provide customer insights, marketing opportunities, and measurable revenue growth.
Understanding Your Options: Native Features vs. Apps vs. Custom Development
Option 1: Shopify’s Native Capabilities
What’s available: Out of the box, Shopify doesn’t include a built-in wishlist feature in most themes. However, some premium themes include basic wishlist functionality.
Pros:
- No additional monthly costs
- Seamless integration with your store
- Faster page load times
Cons:
- Limited functionality and customization
- Often requires theme modifications
- May not include advanced features like sharing or notifications
Best for: Budget-conscious stores with basic wishlist needs and technical comfort with theme editing.
Option 2: Shopify Wishlist Apps
Popular options: Wishlist Plus, Swym Wishlist, Growave, and Smart Wishlist offer varying feature sets and pricing tiers.
Pros:
- Quick setup with minimal technical knowledge
- Regular updates and support
- Advanced features like email reminders and social sharing
- Analytics and reporting capabilities
Cons:
- Monthly subscription costs ($5-$50+ depending on features)
- Potential theme conflicts
- May slow down site speed if not optimized
- Limited customization to match your brand exactly
Best for: Most Shopify stores looking for reliable, feature-rich solutions without custom development.
Option 3: Custom Development
What it involves: Building a tailored wishlist solution that integrates perfectly with your store’s unique requirements.
Pros:
- Complete control over functionality and design
- Optimized performance for your specific needs
- No ongoing app subscription fees
- Unique features that competitors don’t have
- Perfect brand alignment
Cons:
- Higher upfront development costs
- Requires ongoing maintenance
- Longer implementation timeline
Best for: Established stores with specific requirements, unique customer journeys, or those seeking competitive differentiation through superior user experience.
Key Takeaway: Your choice depends on budget, technical resources, and business goals. Apps work for 70% of stores, but custom solutions deliver superior ROI for businesses with specific needs or at scale.
Step-by-Step: Setting Up a Wishlist Using Shopify Apps
Step 1: Choose Your Wishlist App
Research and compare apps based on:
- Feature requirements: Do you need guest wishlists, social sharing, or advanced analytics?
- Pricing structure: Consider your product catalog size and expected traffic
- Reviews and ratings: Look for consistent updates and responsive support
- Theme compatibility: Check if the app works with your current theme
Pro tip: Most apps offer free trials. Test 2-3 options with real products to see which interface resonates with your customers.
Step 2: Install and Configure Your Chosen App
Let’s use a typical installation process:
- Install from Shopify App Store: Navigate to the app, click “Add app,” and authorize permissions
- Access the app dashboard: Open the newly installed app from your Shopify admin panel
- Configure basic settings:
- Choose wishlist icon style and placement
- Set up color schemes to match your brand
- Enable/disable guest wishlist functionality
- Configure mobile responsiveness settings
- Customize button placement:
- Product pages (primary location)
- Collection pages
- Search results
- Cart page for “save for later” functionality
Step 3: Design and Branding Customization
Your wishlist feature should feel like a natural part of your store:
- Button design: Match your store’s call-to-action button style
- Icon selection: Heart, star, or bookmark—choose what fits your brand personality
- Messaging: Customize text like “Add to Wishlist” vs. “Save for Later” vs. “Add to Favorites”
- Wishlist page layout: Organize how saved items display (grid vs. list, sorting options)
Design tip: Make the wishlist icon prominent but not intrusive. Position it near the “Add to Cart” button for maximum visibility without competing for attention.
Step 4: Set Up Email Notifications and Reminders
This is where wishlists become powerful sales drivers:
- Price drop alerts: Notify customers when wishlist items go on sale
- Back-in-stock notifications: Alert customers immediately when out-of-stock items return
- Wishlist reminders: Send gentle nudges about saved items after 7, 14, and 30 days
- Abandonment emails: Target customers who added items but haven’t checked their wishlist
Email best practices:
- Personalize with customer names and specific products
- Include compelling images of wishlist items
- Create urgency with limited-time offers
- Make the call-to-action clear and prominent
- A/B test subject lines and send times
Step 5: Test Thoroughly Before Launch
Don’t skip this critical step:
- Desktop testing: Navigate through the complete wishlist journey
- Mobile testing: Ensure seamless functionality on iOS and Android devices
- Guest vs. logged-in experience: Test both user flows
- Email functionality: Verify all notification triggers work correctly
- Loading speed: Confirm the app doesn’t significantly impact page performance
Key Takeaway: Proper setup and testing ensure your wishlist feature enhances rather than hinders the shopping experience. Take time to configure it thoughtfully.
Advanced Strategies: Maximizing Wishlist Effectiveness
1. Integrate with Your Marketing Strategy
Social proof integration: Display how many customers have wishlisted popular items to create FOMO (Fear of Missing Out).
Retargeting campaigns: Use wishlist data to create highly targeted Facebook and Google ads showcasing the exact products customers saved.
Personalized homepage: Show returning customers their wishlist items prominently on your homepage or in a sticky banner.
2. Leverage Wishlist Analytics
Track these key metrics:
- Most wishlisted products (indicates high interest but possible barriers)
- Wishlist-to-purchase conversion rate
- Time between wishlist addition and purchase
- Wishlist abandonment rate
Actionable insights: If products are frequently wishlisted but rarely purchased, investigate potential issues like pricing, product descriptions, or perceived value.
3. Create Wishlist-Specific Promotions
- “Wishlist Wednesday” sales: Offer exclusive discounts on wishlisted items
- Bundle deals: Encourage customers to purchase multiple wishlist items together at a discount
- Early access: Give wishlist users first access to new products or sales
- Loyalty rewards: Award points for creating and sharing wishlists
4. Implement Save for Later in Shopping Cart
This is slightly different from wishlists but equally powerful:
The psychology: Sometimes customers add items impulsively, then reconsider. Instead of abandoning the cart entirely, “save for later” keeps them engaged.
Implementation: Add a secondary button in the cart: “Not ready? Save for later” that moves items to a separate, easily accessible list.
Benefit: You reduce cart abandonment metrics while maintaining customer interest—and you can retarget these items differently than standard abandoned carts.
5. Enable Social Sharing and Collaborative Wishlists
Allow customers to:
- Share wishlists on social media (perfect for gift-giving occasions)
- Create public wishlists (ideal for wedding registries, baby showers, or influencers)
- Collaborate on wishlists with friends or family
Marketing advantage: Every shared wishlist is free advertising to your customer’s network.
Key Takeaway: Wishlists aren’t set-it-and-forget-it features. Actively leverage them in your marketing strategy to see substantial ROI improvements.
Common Mistakes to Avoid
1. Making the Feature Hard to Find
Poor icon placement or unclear labeling means customers won’t use it. Make wishlist buttons as prominent as your “Add to Cart” button.
2. Requiring Account Creation Immediately
Allow guest wishlists with optional account creation at checkout. Requiring login upfront creates friction and abandonment.
3. Not Following Up
Collecting wishlist data without marketing follow-up is leaving money on the table. Set up automated email sequences from day one.
4. Ignoring Mobile Experience
Over 70% of e-commerce traffic is mobile. If your wishlist feature doesn’t work seamlessly on smartphones, you’re losing the majority of potential users.
5. Overwhelming Customers with Notifications
Balance is key. Too many emails about wishlist items feel spammy and lead to unsubscribes. Start conservative and test frequency based on engagement metrics.
Key Takeaway: Learn from others’ mistakes. Thoughtful implementation and customer-centric design prevent these common pitfalls.
When Custom Development Makes Sense
While apps work wonderfully for most stores, consider custom development if:
You have unique business requirements: Multi-vendor marketplaces, B2B functionality, or complex product configurations may require custom solutions.
You’re experiencing app conflicts: Multiple apps can slow your site or create compatibility issues. A custom solution consolidates functionality.
You want competitive advantage: Unique wishlist features—like AR integration, AI-powered recommendations, or gamification—differentiate your brand.
You’re at scale: High-traffic stores often see better performance and ROI from optimized custom code versus third-party apps.
You need deep integration: Custom development allows seamless integration with your CRM, ERP, or other business systems for unified customer data.
The investment: Custom wishlist development typically ranges from $3,000-$15,000 depending on complexity. For established stores, this often pays for itself within 6-12 months through improved conversion rates and reduced monthly app costs.
Key Takeaway: Custom development is an investment in your store’s long-term performance and competitive positioning. Evaluate it seriously if you’re generating $50K+ monthly revenue.
Measuring Success: Key Performance Indicators
Track these metrics to evaluate your wishlist feature’s impact:
Primary Metrics:
- Wishlist adoption rate: Percentage of visitors who create wishlists
- Wishlist-to-purchase conversion rate: How many wishlisted items are eventually purchased
- Revenue attributed to wishlist features: Track sales from wishlist email campaigns
Secondary Metrics:
- Average items per wishlist: Indicates engagement level
- Time to purchase from wishlist: Helps optimize email timing
- Wishlist share rate: Measures viral potential
- Return visitor rate: Wishlists encourage customers to come back
Benchmarks to aim for:
- 10-15% of site visitors should use the wishlist feature
- 20-35% of wishlisted items should convert to purchases
- Wishlist users should have 2-3x higher lifetime value than non-users
Key Takeaway: Data-driven optimization ensures your wishlist feature continually improves performance and ROI.
Conclusion: Your Roadmap to Implementation
Setting up wishlist and save for later features on your Shopify store isn’t just about adding functionality—it’s about creating a more engaging, customer-centric shopping experience that drives real business results.
Your action plan:
- This week: Research and compare wishlist apps or evaluate custom development needs based on your business requirements
- Week 2: Install, configure, and test your chosen solution thoroughly across all devices
- Week 3: Set up email automation and marketing integrations
- Week 4: Launch and monitor initial performance metrics
- Ongoing: Optimize based on customer behavior and conversion data
The stores that win in e-commerce aren’t necessarily those with the best products—they’re the ones that make shopping effortless and enjoyable. Wishlist features are a proven tool to achieve exactly that.
Need expert help? Whether you’re looking for the right app recommendation, custom development, or ongoing optimization, we specialize in creating Shopify solutions that drive measurable results. Our team has implemented wishlist features for dozens of stores, and we’d love to help you create a solution perfectly tailored to your business needs.
Ready to transform browsers into buyers? Let’s make it happen.
About MNBApps: We specialize in fullstack development, mobile app development, e-commerce websites, Shopify/BigCommerce app development, CRO audits, and SEO optimization. Our mission is to help businesses create exceptional digital experiences that drive growth and customer loyalty.