How we built the has_active_wishlist flag — and why no wishlist app had it

Hey all — maker here 👋

The idea behind WishList Ninja started with one annoying gap: stores could see wishlists, but their email platform couldn't. The data just sat in the app.

So we built the sync the other way round. Every time a shopper saves or removes an item, we write it straight onto their profile in Klaviyo, Mailchimp or Omnisend — in real time:

🥷 has_active_wishlist — true only while their wishlist has items in it. Buy everything or clear the list? It flips back to false on its own.
💰 wishlist_value — what their saved items are worth
❤️ top_saved_item — the product they want most

That one flag changes how you email: build a segment where has_active_wishlist = true and you're only ever emailing people with live buying intent — not a stale list from months ago.

Then we added 7 flows that fire on the moments that sell: Added to Wishlist · Price Drop · On Sale · Low Stock · Back in Stock · Collection Saved · New in a Saved Collection.

Drop a product's price and everyone who saved it gets the email — automatically.

Happy to answer anything about how it works under the hood. 🥷