Only 3.2% of Shopify stores have a wishlist. The top stores? 17.5%. Why the gap?

A scan of 192,000+ Shopify stores found only 3.2% run any wishlist at all — but among high-traffic stores it jumps to 17.5%. The stores making the most money are ~9× more likely to have one.

Our theory: most merchants think of a wishlist as a nice-to-have widget, while big brands treat it as what it really is — a list of named shoppers telling you exactly what they want to buy.

That gap is literally why we built WishList Ninja. Curious what others think: why haven't wishlists gone mainstream on smaller stores? 🥷