TValue Wishlist and Wishlist by Square are both free Shopify wishlist apps, but they are not equivalent in scope. Wishlist by Square covers the basic saved-products journey: shoppers save items, revisit a dedicated page, share a list, and add products to cart. TValue carries that intent further with guest email capture, automated recovery emails, product alerts, manual campaigns, marketing integrations, and more detailed reporting.
For merchants who want a wishlist to contribute to retention and revenue after the shopper leaves the store, TValue is the more complete choice. Square is primarily worth considering when the requirement stops at a simple, free wishlist.
Published by TValueApps, the developer of TValue Wishlist. Information about Wishlist by Square was last reviewed on July 14, 2026 using its public listing, documentation, and an installed-app review.
Short answer
Choose TValue Wishlist, listed on Shopify as True Value: Wishlist Email, when the wishlist should do more than hold products. It can turn saved-product intent into wishlist reminders, price-drop alerts, back-in-stock and low-stock emails, guest recovery, translated campaigns, one-time sends, and workflows in Klaviyo, Omnisend, or Shopify Flow.
Consider Wishlist by Square when you only need a free, page-based wishlist with Add All to Cart, sharing, low-stock labels, and basic wishlist analytics. The standalone app does not include the email recovery, guest capture, campaign, or marketing integration layer available in TValue.
Both apps are free, so a practical evaluation is to test them one at a time on an unpublished theme using the same products and shopper journey.
Comparison at a glance
| Area | TValue Wishlist | Wishlist by Square |
|---|---|---|
| Price | Free | Free |
| Guest wishlist | Guests can save without logging in; merchants can ask them to sign in or leave an email | Guests can save without logging in, but the app does not collect their email for follow-up |
| Primary wishlist experience | Wishlist popup or page, with product, collection, header, and floating entry points | Dedicated wishlist page with wishlist buttons on product, home, and collection surfaces |
| Wishlist sharing | No dedicated wishlist-sharing flow | Sharing by link or email, including a dedicated shared wishlist page |
| Product changes | Near-real-time Price changed, Back in stock, Out of stock, and Unavailable filters and item badges, plus product-alert emails | Configurable visual low-stock warning on personal and shared wishlist pages |
| Built-in email automation | Wishlist reminder, price drop, back in stock, and low stock | Not available |
| Manual wishlist campaigns | One-time sends to selected wishlist customers and products | Not available |
| Email editor and localization | Reusable templates, discount blocks, testing, and Smart Translation | Storefront text translation only; no email editor or email localization workflow |
| Marketing integrations | Shopify Flow, Klaviyo, and Omnisend | No Klaviyo, Omnisend, or Shopify Flow integration |
| Reporting emphasis | Wishlist items, customers, products, activity, attributed orders, and email history | 30-day wishlist cards, top 10 products, total value, average wishlist size, and recent events |
| Admin focus | Dedicated to wishlist display, email recovery, integrations, and reporting | First-run and admin screens promote installing Vitals |
Storefront wishlist experience
Both apps cover the core job: shoppers can save products and return to them later without first creating an account. The difference is that Square largely ends at this storefront journey, while TValue connects it to shopper identification and follow-up.
Wishlist by Square uses a direct, page-centered experience. Saved products are available from a dedicated wishlist URL, where shoppers can remove products, add individual products to cart, or use Add All to Cart. Wishlist hearts can appear on product pages, home-page product cards, and collection cards. Shared wishlists can be sent through a link or email, making the app particularly relevant to gift lists and product recommendations.
TValue supports a wishlist page as well as a popup. The same header button or floating button can open either experience, depending on the selected display type. Product-page and collection buttons provide the save actions, while the header and floating buttons give shoppers persistent ways to reopen their wishlist. This is useful when a merchant wants an overlay that keeps the current storefront page visible instead of always sending the shopper to a dedicated URL.
TValue also provides tags, wishlist search and filters, variant selection, product-change states, and multiple paths for a guest to identify themselves. See Wishlist page and popup for the complete display behavior.
Square-specific storefront features
Wishlist by Square includes Add All to Cart and a dedicated shared-wishlist journey, two features TValue does not currently offer. If either feature is essential to the store, Square is the better fit for that specific requirement.
TValue supports the broader shopper journey
TValue provides both page and popup modes and treats the wishlist as the start of a longer customer journey. The display layer connects directly with guest contact capture, product-change alerts, email automation, integrations, and detailed reporting. This broader scope matters more than Add All to Cart for merchants whose goal is to recover intent after the original browsing session.
Guest wishlists and customer identification
Wishlist by Square allows guests to save products without logging in. If a visitor logs in during the same session, the saved products can move to the customer's profile. The standalone app does not provide a guest email form or another contact-capture workflow for following up with that shopper.
TValue also allows guests to save products without logging in. The difference is what the app can do when the merchant wants to reconnect with that guest. After a guest has saved at least one item, TValue can offer Sign in and Leave email actions in the wishlist. Merchants can also enable a contact popup after wishlist activity.
Leaving an email turns anonymous saved-product intent into an identifiable wishlist that can qualify for TValue email automations or supported marketing integrations. This is a substantial functional difference: Square can retain a list for the anonymous browser, while TValue can also help the merchant reconnect with that shopper. Merchants who do not want guest wishlists can instead require login.
Read How to Add a Guest Wishlist to Shopify Without Login for the complete decision framework.
Email recovery is the main dividing line
Wishlist by Square focuses on saving products, wishlist management, sharing, low-stock urgency, customization, and basic analytics. It does not include wishlist reminder campaigns, automated price or inventory emails, an email editor, manual wishlist sends, or email delivery through Klaviyo and Omnisend.
TValue is designed around those follow-up workflows. Its built-in automations include:
- Wishlist reminder: waits for the configured delay and consolidates recent saves into one message.
- Price drop alert: sends when a saved product reaches the selected reduction threshold.
- Back in stock alert: sends when a saved product becomes available again.
- Low stock alert: sends when inventory reaches the configured quantity.
Templates can include dynamic wishlist products and discount blocks. Smart Translation can prepare one template for shoppers in different languages, and recipient-local timing helps avoid delivering reminders at an unsuitable local hour. Email history records delivery and engagement events such as sent, opened, and clicked.
TValue also supports Manual sends for a selected set of wishlist customers and products. This is useful when a merchant wants a one-time campaign around a promotion rather than changing an ongoing automation.
For the end-to-end workflow, see How to Send Automated Wishlist Reminder Emails on Shopify.
Product and inventory changes
The apps expose inventory-related information differently.
Wishlist by Square provides a configurable low-stock indicator on personal and shared wishlist pages. This creates urgency while the shopper is actively reviewing saved products.
TValue gives product changes a dedicated area inside the wishlist page and popup. The Product changes panel shows the shopper's current market and region, then groups saved items by status:
- Price changed
- Back in stock
- Out of stock
- Unavailable
These states update close to real time. When a saved item matches one of them, the item also displays the corresponding badge, so shoppers can identify what changed without opening every product page. The status counts in the panel help them filter the wishlist to the affected items.
TValue can also use the same product intent for follow-up after the shopper leaves. Depending on the event, a shopper can receive a price-drop, back-in-stock, or low-stock email. Merchants configure the relevant percentage or inventory threshold rather than treating every change as equally important.
Square is sufficient when an on-page low-stock cue is all the store needs. TValue is substantially more capable when product changes should also bring identifiable shoppers back after they have left the store.
Reporting and shopper intent
Wishlist by Square provides an analytics summary for the past 30 days: total wishlists, unique saved products, total wishlist value, average wishlist size, top 10 products, and a recent event feed with anonymous and logged-in activity.
TValue separates reporting into several operational views:
- Wishlists shows individual saved products and variants.
- Customers combines each guest or customer with saved items, activity, and wishlist-attributed orders.
- Products compares current saves, additions, removals, add-to-cart activity, and attributed orders, including variant breakdowns.
- Activity logs provides the event-level timeline behind aggregate totals.
- Orders shows purchases containing products connected with recorded wishlist activity.
- Email history tracks individual automation, manual, and test emails.
Square provides a compact answer to "What is being wishlisted now?" TValue goes materially deeper when the team needs to investigate shopper journeys, product-level behavior, email performance, and wishlist-attributed purchases.
Integrations and workflow ownership
Wishlist by Square does not provide Klaviyo, Omnisend, or Shopify Flow integration. Its only listed connection is Shopify Admin, which is not a marketing automation destination.
TValue supports three downstream workflow options:
- Klaviyo receives six
TVAW:metrics and wishlist product data for metric-triggered flows. - Omnisend receives six
TVAW:custom events for automation workflows. - Shopify Flow provides six
TVAW:app triggers for workflows involving logged-in customers.
These integrations are optional. TValue's built-in email automations are the shorter setup path when a merchant does not need an external marketing platform. The integration guides for Klaviyo, Omnisend, and Shopify Flow explain the separate workflows.
Translation and international stores
Both apps support multilingual storefront text.
Wishlist by Square automatically translates the wishlist for supported languages and lets merchants override text for each enabled store language. Its Add All to Cart and other shopper-facing labels are translatable.
TValue automatically follows the storefront locale for supported widget translations and allows individual fields to be overridden. Its additional distinction is email localization: templates can have translated versions, and Smart Translation can select the appropriate content for recipients in different markets.
For a store that only needs translated wishlist controls, both apps address the requirement. Square's translation tools stop at the storefront. For a store that also needs localized reminder and product-alert emails, TValue covers the more difficult second half of the journey.
Setup and theme compatibility
Both apps use Shopify's app embed installation flow. With Wishlist by Square, the merchant enables its app embed in the Theme Editor and saves. TValue's onboarding opens the selected theme in the Theme Editor with its app embed ready to enable; the merchant then saves and returns to finish onboarding.
Theme structure still matters for automatic button placement. Wishlist by Square asks merchants to contact support when a highly customized header prevents its icon from appearing. TValue detects themes that need additional support so the team can prepare a preset; custom placement is also available for product, collection-like, and header areas.
For either app, test product pages, collection cards, the header, mobile layouts, guest behavior, and the wishlist destination before publishing a new theme.
Admin experience and Vitals cross-promotion
The merchant experience inside the app is another meaningful difference.
During our installed-app review on July 14, 2026, the first-run experience immediately presented two paths:
- A visually emphasized Try Vitals offer with a green border and primary green button, promoting Wishlist & Favorites plus more than 40 other tools and a 40-day trial.
- A secondary Continue with Wishlist & Favorites only option, described as keeping the essentials with standard support.
The screen is more than a small contextual banner inside a settings page. It places a Vitals installation offer directly in the onboarding path before the merchant continues with the standalone wishlist. Additional Vitals promotions also appeared across the app admin during our review. Merchants expecting a focused standalone wishlist dashboard should account for that product-acquisition experience.
The public documentation also shows a close connection. Wishlist by Square's FAQ refers to the product as the "Vitals Wishlist app," and the Square Apps help center carries a Vitals copyright notice. Vitals' own comparison article positions Wishlist by Square as a free option that covers the basics, then promotes Vitals as the broader paid suite.
The onboarding design, repeated in-app promotions, and public documentation make Wishlist by Square part of a Vitals-oriented acquisition path rather than a completely independent product experience.
TValue's admin remains focused on the installed product: wishlist display, customer capture, emails, reports, integrations, and settings. It does not use those workflow screens to repeatedly promote a separate app suite.
Which app should you choose?
Choose TValue Wishlist if:
- Wishlist reminder and product-alert emails are central to the project.
- You want to capture an email from a guest without requiring login.
- Emails need reusable templates, discount blocks, translation, and engagement history.
- You need one-time campaigns for selected wishlist customers.
- Klaviyo, Omnisend, or Shopify Flow should receive wishlist events.
- The team needs item-, customer-, product-, activity-, order-, and email-level reporting.
- You want shoppers to open either a wishlist popup or a dedicated page.
Consider Wishlist by Square if:
- You only want a free saved-products experience.
- A dedicated wishlist page is the preferred destination.
- Add All to Cart is important to the shopping journey.
- Shareable wishlists are a primary use case.
- A concise 30-day analytics view is sufficient.
- You do not need built-in email recovery, marketing integrations, or deeper customer-level reports.
- Repeated Vitals promotion inside the app admin is not a concern for your team.
A practical way to decide
Install each app on an unpublished theme and test one at a time. Use the same short scenario:
- Save products as a guest from a product page and a collection card.
- Reopen the wishlist from the desired storefront entry point.
- Check variants, mobile behavior, removal, and add-to-cart actions.
- Decide whether the journey ends at the wishlist or needs follow-up after the shopper leaves.
- Review the reports that the team would actually use.
If the requirement truly ends with a basic saved-products page, sharing, and Add All to Cart, Wishlist by Square can meet it. Once the merchant needs guest identification, automated recovery, multilingual email, product alerts, integrations, or deeper reporting, TValue is the clearly more complete product.
Sources
Information was checked on July 14, 2026 using the official Wishlist by Square Shopify App Store listing, Wishlist by Square setup documentation, Wishlist by Square installation guide, Wishlist by Square FAQ, Vitals' wishlist app comparison, True Value: Wishlist Email Shopify App Store listing, and TValue product documentation.