Allow customers save their favorite products for later and identify the most popular products by tracking wishlists' content. Create and send promotional e-mails.
Wishlists are one of the most useful features for an ecommerce shop and a powerful marketing tool: on the one hand, it encourages users to come back, allowing to track products they consider interesting.
Simply add the product to the wishlist encourages users to come back, but together with such options as follow, social share, fully manageable private and shared wishlists, promotional emails, and so on...