Wishlist vs cart: how Wix shoppers use both

A cart and a wishlist represent different levels of purchase intent. The cart is for items a shopper is close to buying. The wishlist is for products they want to remember, compare, or save for later.

Cart intent

• Ready to buy soon.
• Checking total cost.
• Starting checkout.
• Comparing shipping or payment options.

Wishlist intent

• Interested but undecided.
• Saving for later.
• Building a gift list.
• Comparing colors, sizes, or styles.
• Waiting for a sale or restock.

Why both matter

Without a wishlist, shoppers may use the cart as a temporary save-for-later tool. That can make carts messy and inflate abandoned cart behavior. A wishlist gives undecided visitors a better place to store interest.

Store UX tip

Keep Add to Cart and wishlist actions visually distinct. Ready buyers should not accidentally save instead of buying, and browsers should not feel forced into checkout too early.