A wishlist is a well-known and commonly used feature on ecommerce websites that allows users to easily create personalized collections of products they are interested in or would like to buy and save them using browser cookies (non logged-in users) or in their user account (logged-in users) for future reference. Wishlists generally signify a user’s interest in a product or service without an intent to purchase immediately. 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.