A Wishlist is the list of items that a shopper saves in their account in an online store for future reference. In addition to helping shoppers easily find past selections, Wishlists help retailers because:

Best practices include making the Wishlist easy to find, allowing shoppers to create and name various lists, enabling sharing, making the lists mobile-friendly, utilizing pop-ups to provide information (e.g., limited stock) planning campaigns based on the data collected from them.