What is a Wishlist?

A wishlist is an eCommerce feature that allows shoppers to create personalized collections of products they want to buy and save them in their user account for future reference. Wishlists signify a customer’s interest in a product without an immediate intent to purchase.

Why are Wishlists an important feature for eCommerce stores?

Besides the obvious benefit of improving the customer’s shopping experience, wishlists have the power to provide a much deeper, strategic value to online retailers. For customers, a wishlist creates an opportunity to save items “for later” if they can’t commit to a purchase in that moment and find them quickly whenever they return to your store. It also serves as a convenient way to remind oneself of the products that made it to the list, which is especially relevant when compiling gift lists or pulling shopping lists for major future events, such as weddings, new babies, housewarmings, etc. Mobile shoppers find this feature particularly appealing because it saves a lot of “browsing” time on a smaller screen.

The feature creates immense value for online retailers, too. Those committed to going beyond the basic goal of creating seamless shopping experience, can exploit wishlists’ potential in several ways:

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Justas Markus: CEO & Co-Founder of GetFound XL and a blogger at Entrepreneur.com, Observer.com, Influencive.com and others. Catch up with Justas on Twitter.