Wish list can be a great marketing tool - Another way to look at wish list is a great marketing tool because it is extremely targeted and the recipients are always motivated to use it. For example: when your younger brother tells you that his wish list is on a certain e-Commerce store. What is the first thing you are going to do? You are most likely to visit the e-Commerce store, check out the wish list and end up buying something for your younger brother. So, how a wish list is a marketing tool? The reason is quite simple, it introduce your online store to new customers just how it is explained in the above example. Encourage customers to return to the store site - Having a feature of wish list on the store site can increase the return traffic because it encourages customers to come back and buy later.