A wishlist is an option available on online platforms or mobile e-commerce applications. It encourages users to select items they would like to purchase later or receive as gifts. Creating a wishlist can serve various marketing purposes depending on its features and the context of use.

These purposes include the ability to share the list of selected items with loved ones who might be interested in giving them as gifts (such as for a wedding registry), or to share them on social media using a dedicated feature. Furthermore, the wishlist allows potential customers to quickly find products for future purchase, whether on the same device or in a more convenient environment.

In addition, a wishlist can be particularly useful for postponing purchases that are difficult to complete while on the go, due to discomfort or an unstable internet connection. In this context, it resembles a shopping cart saving feature, offering users the ability to save desired items for later viewing under more favorable conditions.