BigCommerce Wishlists: Allowing Your Customers To Save Products For Later Purchase

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BigCommerce is one of the most popular eCommerce platforms available today. It offers a wide range of features and functionalities that make it easier for merchants to sell their products online. One such feature is the wishlist functionality that allows customers to save products for later purchase. In this article, we’ll discuss how this feature works and why it’s essential for every eCommerce store.

What is a wishlist?

A wishlist is a list of items that a customer can save for later purchase. It is a highly useful feature that allows customers to keep track of products they are interested in buying in the future. A wishlist typically includes information about the product, such as the name, description, price, and image.

How does the wishlist feature work on BigCommerce?

BigCommerce allows merchants to add a wishlist feature to their store easily. Once enabled, customers can add products to their wishlist by clicking on a heart icon located next to the product. The system then saves the product in a dedicated list that the customer can access at any time.

Customers can also share their wishlist with others via email or social media platforms. This feature allows customers to share their wishlist with their friends and family, making it easier for them to buy gifts for special occasions.

Why is the wishlist feature essential for every eCommerce store?

The wishlist feature is essential for every eCommerce store for several reasons. Firstly, it helps customers keep track of products they are interested in buying. With so many products available online, it can be challenging for customers to remember items they want to purchase later. The wishlist feature makes it easy for customers to add products to their list and come back to them at any time.

Secondly, the wishlist feature provides valuable insights into customers’ preferences. By analyzing the products that customers add to their wishlist, merchants can get a better understanding of what their customers want. They can use this data to optimize their product offerings and improve their overall sales performance.

Finally, the wishlist feature helps increase customer engagement and loyalty. Customers appreciate the convenience of being able to save products for later purchase. It encourages them to return to the store and purchase products that they might have forgotten about otherwise. This, in turn, leads to increased customer loyalty and higher customer lifetime value.

How can merchants optimize the wishlist feature on BigCommerce?

Merchants can optimize the wishlist feature on BigCommerce in several ways. Firstly, they can customize the design and layout of the wishlist page to match their store’s branding. By doing so, they can provide customers with a seamless experience that feels natural and consistent with the rest of the store.

Secondly, merchants can use the data collected from the wishlist feature to personalize their marketing campaigns further. They can send targeted emails and promotions to customers based on the products they add to their wishlist. This strategy can help improve the effectiveness of their marketing efforts and drive more sales.

Lastly, merchants can use the wishlist feature as a tool for customer retention. By regularly reminding customers of the products they have saved in their wishlist, merchants can encourage them to return to the store and complete their purchases. This strategy can help improve customer loyalty and increase customer lifetime value over time.


The wishlist feature is a powerful tool for eCommerce merchants. It helps increase customer engagement, loyalty, and retention while providing valuable insights into customer preferences. With BigCommerce’s robust wishlist feature, merchants can offer their customers a seamless and personalized shopping experience that drives sales and growth for their business.

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