We recommend Wix over Shopify for small businesses and brand-conscious entrepreneurs. Shopify is more scalable and better for larger stores, but it’s also more expensive and more clunky to get to grips with. While this is perfect if you’re after plenty of power, it’s less ideal if you need to get up and running quickly.
In this Wix vs Shopify comparison, we’ll help you choose the very best option for your online store.
Wix is better for you if you're starting a small online store.Wix is best if you want an easier-to-use builder and plan to start or continue a smaller store. Wix makes everything simple with its builder and comprehensive list of included features. It has everything you could need to make a website, and at a reasonable price, making Wix our #1 choice for first-timers.
Shopify is better if you want to really focus on running a large store online.Shopify has the better sales tools and is all-around better suited for maintaining a bigger business. It has everything you need to manage your finance such as in-built shipping, tax options, and a greater variety of payment gateways. If you need scalability, Shopify is the best choice for you.
| Ease of Use |
|With Wix, editing the front end of your website couldn’t be easier, especially with its drag-and-drop editor||Shopify is easy to use, particularly when managing your inventory, but for minute details it can be rather clunky|
| Design Functionalities |
|Over +800 beautiful templates which are really simple to edit||Offers templates designed purely for helping you sell online|
| Pricing and Value for Money |
|Can build a store for free, while paid plans are affordable and feature-rich||Offers a 14-day free trial. For larger stores, advanced features can be worth the higher cost|
| Product and Inventory Features |
|Lets you sell physical, digital, and service products, but overall has pretty simple sales tools||The market’s best sales features, including excellent built-in analytics and inventory management tools|
| Payment Options |
|Wix offers all the normal payment options you would expect such as PayPal||Shopify has over 100 payment options, including its own in-house payment Shopify Payments|
| Shipping Options |
|You will need apps to help with global shipping if using Wix||Shopify helps you every step along the way and offers great tools such as curbside pickup and international delivery|
| Tax Settings |
|Small businesses will find Wix's tax options acceptable but Shopify is more comprehensive||Shopify offers a number of tax options designed for all businesses, including a feature that automatically handles all tax calculations|
| Marketing Features |
|Outstanding marketing features, particularly with blogs||Great for social media integration and SEO, but lacking the overall power of Wix’s features|
| App Stores |
|Huge app store, but offers less ecommerce specific integrations than Shopify||Excellent app store, with endless ecommerce integrations to help boost your site’s sales|
| Security |
It's a Tie!
|Wix comes with free SSL, Level 1 PCI DSS compliance and built-in security measures on top of that||Shopify comes with the same level of security across all of its plans as Wix. The PCI compliancy is especially important as you need it to sell and accept online credit and debit payments|
| Customer Support |
|Email, social media, and phone support, plus an incredibly helpful forum||24/7 phone and live chat support, but doesn’t have any onsite editor help|
|Are You Ready?||Try Wix For Free||Try Shopify For Free|
Do you wish someone would just tell you whether Wix or Shopify is better for you? Our experts have created this quick and easy quiz so you can find out which platform is your best fit! Click below to get started…
Do You Want a Personalized Recommendation From the Experts?Yes! Start the Quiz Now
Which Is More Beginner Friendly?
Wix is easier to use than Shopify
|Ease of use score /5||4.0||3.5|
|Coding knowledge needed?||❌||❌|
|Estimated building time||1 day||3 days|
|What did our users say?||“I found Wix so much easier to use, due to all the clickable elements. I was looking on the Shopify Sidebar and I couldn't tell you which part was which.”||“It’s as expected, it’s the inverse of Wix, where the inventory stuff is really good but the design is more difficult to do.”|
|Ease of use verdict|| Winner! |
Wix’s drag and drop format makes it easy to build a store in no time and it’s perfect for beginners.
| Loser |
Shopify’s store setup is a win with merchants but its clunky editor isn’t intuitive and lets it down.
If you’re selling online, time is money. The easier it is to build and manage your store, the more time you can spend attracting and serving new customers.
While Shopify is extremely beginner-friendly, in user testing, our participants found Wix 14% easier to use than Shopify – making Wix the winner of this round!
Why Is Wix Easier to Use?
Shopify is a powerful ecommerce platform designed specifically for creating online stores, but this can sometimes work against it. Unlike Wix, its editor isn’t super intuitive and users need to swap between the front and backend to edit.
Wix, on the other hand, does everything in one convenient place. Although its editor can be a bit overwhelming, once you’ve got used to it, being able to simply drag and drop elements into place makes building your store quick and straightforward.
Even better, Wix is a What You See Is What You Get (WYSIWYG) editor, which means that when you make changes to your pages, you can see exactly what they’ll look like in real-time.
When you start building your store, Wix will take you straight to your chosen template. From here, you can customize every element to reflect your brand with only the power of your cursor.
Every Wix ecommerce template comes with a store page already included. When you want to add your products, click on the demo listings to edit them. You can also easily add a collection too, grouping products together for a better user experience.
On the flip side, it’s worth bearing in mind that Wix might be easy for the majority of store owners, but if you have a bigger inventory, you’re likely to find yourself hitting some frustrating barriers.
Shopify is better equipped to deal with larger stores, and makes adding a large number of products much faster. This is because it’s a dedicated ecommerce solution that places the emphasis on selling and product management. However, its bulky editor comes with its own set of problems, letting it down overall.
This steeper learning curve is why Wix comes out on top, earning a 4.0 out of 5 for ease of use, while Shopify only earns a 3.5
When I announced the launch of my website, more than 20 people wrote to me, asking for contact details for the agency that did the design. And when they heard that it was only me, using Wix, they couldn't believe it.
Ksenia’s homepage makes a big statement. The color scheme is bold and striking against the stylish white background, and visitors immediately know what it is she offers.
Who Offers More Creative Control?
Wix has better design functionalities
|Design score /5||4.0||3.9|
|Number of templates||114||73|
|Template price range||$0||$0 - $180|
|Mobile responsive designs||✔️||✔️|
|Design verdict|| Winner! |
Wider range of fully customizable free designs
| Loser |
More expensive designs, less creative freedom
Mobile Responsive Designs
First up, you need to know whether your store will look good on all devices. Mobile commerce is on the rise, with 45% of consumers saying they use their mobile phones more to shop online since March 2020. Both Shopify and Wix’s themes are mobile responsive, meaning your store will work just as well whatever device your customer is using.
Template Choice and Price
Independent designers ensure Shopify’s 73 themes are up-to-date and cover a range of industries. It’s worth mentioning that most themes come with multiple styling options, so you can pick the version that best suits your brand.
At $180, some of Shopify’s paid themes are on the expensive side, but it’s a one-off payment that you should see as an investment in your store. You get better design choices from paid themes, however, they’re still a little lacking in originality, as one user pointed out after testing Shopify:
“I found it really hard to feel I was able to create a brand which I was proud of.”
Wix, meanwhile, offers 114 ecommerce-specific templates, all of which are free. Wix actually has over 800 templates in total, but not all of them are designed for ecommerce. However, Wix’s templates are so easy to edit, you can turn any of them into an online store pretty easily.
Wix offers more freedom than Shopify thanks to its drag-and-drop editor. Shopify doesn’t let you drag anything anywhere like Wix does – this structure can be a plus if you need design guidance, or an annoyance if you want full control.
Because of this, Shopify only earned a 3.7/5 in our research for design flexibility, whereas Wix earned a 4.0.
If you want to take your customizations even further, you can make custom edits on Shopify and Wix using HTML (Hypertext Markup Language) and CSS (Cascading Style Sheets).
Velo by Wix allows you to customize everything from web applications to page scrolling, and can be accessed by clicking ‘Code’ then ‘Developer Tools’ in the Wix Editor. After this, you’ll have total control over how your Wix website looks.
With Shopify, it’s really easy to make custom edits. Simply click ‘Edit HTML/CSS’ on the Shopify Admin page, and you’re ready to code.
Where Should You Invest?
Wix offers better pricing and value for money
|Value score /5||4.4||3.0|
|Free plan or free trial?||Free plan||Free trial (14 days)|
|Number of plans||3||3|
|Cheapest plan (monthly cost)||$34||$29|
|Enterprise package||Custom quote||Starts at $2,000/month|
|Extra costs||Apps|| Apps |
|Pricing & value verdict|| Winner! |
Cheaper plans with fewer extra costs
| Loser |
Plans are powerful, but also more expensive
Is Wix or Shopify Cheaper?
Shopify is the cheaper platform with prices starting at $29 per month, compared to Wix’s $34 per month. If you choose an annual plan, then Wix also includes a free domain name for your first year.
Shopify charges transaction fees unless you use its in-house payment processor, Shopify Payments, whereas Wix doesn’t charge any extra fees. Neither platform will show adverts on your store, and both let you sell an unlimited number of products.
We recommend choosing one of Wix’s annual plans to get the most value for your money. This reduces your monthly cost to $27 per month and unlocks features that aren’t available on the monthly plan, such as a free domain and $300 ad vouchers.
Wix Pricing vs Shopify Pricing
The three Wix plans which let you sell online are:
- Business Basic – $34/month
- Business Unlimited – $38/month
- Business VIP – $64/month
These prices decrease the longer you sign up for. For example, the Business Basic plan only costs $19 per month if you sign up for a 36-month contract!
There’s also a custom-priced Enterprise plan designed to provide tailored support to much larger, already established businesses.
Shopify’s three main pricing plans are:
- Basic Shopify – $29/month
- Shopify – $79/month
- Advanced Shopify – $299/month
Like Wix, you can save money by choosing a longer-term subscription. For example, the Shopify Basic plan costs $26.10 per month if you choose to pay annually. Shopify’s plans are more expensive, but also more scalable for larger stores.
Cheapest Plan Features
|Cheapest plan: monthly price||$34||$29|
|Cheapest plan: monthly price, billed annually||$27||$26.10|
|Abandoned cart recovery||✔️||✔️|
|Free domain||✔️ (annual plan only)||❌|
|Number of products||Unlimited||Unlimited|
|Sell on social media||✔️||✔️|
|Sell on marketplaces||❌||✔️|
Overall, Shopify packs more powerful features into its plans, but Wix still wins because of its lower prices. Despite its cheap entry plan, Wix doesn’t hold back on its features, meaning you get great value for money even from its cheapest plan!
Wix vs Shopify – Value for Money: The Verdict
Wix offers better value for money than Shopify. The more advanced your store, the more you will appreciate being on a Shopify plan – but Wix eCommerce offers plenty of scalability for less cost.
Which Is The Better For Selling?
Sales features is the area where Shopify flexes its ecommerce muscles, earning an impressive 4.5 out of 5 in our research. Wix isn’t quite as powerful as Shopify, but with a score of 4.4, it’s not far behind. You still have an impressive range of ecommerce features to work with.
Shopify is the clear winner for sales features, but context is key. Wix includes precisely what you need to sell online. If you don’t want to build a business or sell tons of products, you will enjoy the simplicity of Wix – but for more complex online stores, Shopify is best.
You can unfold the tabs below to learn about product and inventory features, or skip straight to the sales tools that interest you most:
Shopify gives you loads of freedom when it comes to how your products look. You can add unlimited items with multiple variants, which is a huge plus. However, you’ll need to install apps to enable product zoom functionality, as well as product videos.
Wix really lets your products shine. It offers a built-in product video function to improve your customer’s experience, and you can easily add a product zoom feature.
Building a distinctive checkout page is great for your brand and your bottom line, which is something Wix does well. Card details can be stored via the ‘My Wallet’ area of the checkout page, so Wix customers won’t have to go through the hassle of reentering information.
Both Wix and Shopify allow you to sell physical, digital, and service products.
However, with Wix, you will need an app to sell service products, while Shopify requires a third party integration to sell digital products. The ability to sell the other two product types is built into each platform.
As you’d expect, Shopify is the full package when it comes to inventory. You can upload single or multiple products, use stock management tools, get revenue reports, and navigate your way around easily.
Wix is designed for smaller online stores. This means the inventory management is more limited than Shopify, in that you need apps to help with things like revenue reports and visitor analytics. However, you can add multiple products, which is really useful.
I've been using website builders for about seven years for our business. As a non-developer, these tools have been incredibly valuable in creating great websites and I'd be happy to share my experience
Who Offers More Choice For Your Customers?
Shopify has better payment options
|In-house payment gateway||Wix Payments||Shopify Payments|
|Payment options verdict|| Loser |
Limited selection of payment options
| Winner! |
Offers a much wider range of payment options
** If you choose Wix Payments and are based in Austria, Belgium, Germany, or Switzerland, then you can accept payments through Pay Now by Klarna
Plus, Shopify now allows merchants to enable tipping during checkout, or customize the text to ask for donations to your business or favorite charity.
Wix supports all the traditional payment options, including PayPal, Stripe, and Square, but doesn’t allow digital wallet payments like Apple Pay and Amazon Pay.
That said, it does have its own in-house payment option called Wix Payments, and doesn’t impose transaction fees no matter which payment gateway you choose. The lack of transaction fees means you get to keep more of your money compared to Shopify.
Who Gets Your Product To The Buyer?
Shopify has better shipping options
Shopify is also helping merchants offer more flexible and contact-free shipping options, like curbside pickup and local delivery. In summary, you’re never left stranded when organizing shipping with Shopify.
With Wix, you can track orders, set tax rules for each product, and take advantage of dropshipping. However, you’ll still need apps to help with global shipping payments. That said, Wix also offers an app integration with ShipStation, a shipping solution that streamlines the process of sending products out to ecommerce customers.
Which Keeps The IRS Off Your Back?
Shopify has better tax settings
As you’d expect, Shopify gives you tons of control over your tax settings – you can even set up Shopify to automatically handle common tax calculations to free up your time and reduce brain-ache.
Shopify Plus customers can also access Avalara AvaTax, which automates both your tax calculations and the tax filing process.
Wix vs Shopify – Tax Settings: The Verdict
Shopify has more built-in tax settings than Wix, which is why it wins this round. Small businesses will find Wix’s tax settings satisfactory, but Shopify gives larger stores a lot more control over their taxes.
How Can You Grow Your Site?
Wis has better marketing features
|Social media integration||Good||Awesome|
|Abandoned cart recovery||Included on all plans||Included on all plans|
|Marketing features verdict|| Winner! |
Wix goes the extra mile with its marketing tools
| Loser |
Relies too much on marketing apps
Shopify relies heavily on third party apps for marketing. While this does give you lots of flexibility, it’s hard to compare the two platforms fairly with so many apps flying around.
On the other hand, Wix has changed the ecommerce marketing game with Wix Ascend. An all-in-one marketing solution, Ascend is available as a separate subscription, letting you manage your marketing campaigns easily in one place.
It’s no surprise, then, that Wix wins the marketing features round. When we asked Wix users which features they found most helpful when building their site, marketing tools were the clear winner, with more than one responding with SEO tools.
One user praised Wix’s “blogging tools and SEO tools,” while another said it was Wix’s “social media integrations” they found most helpful.
If you want to read more about how each platform performs in particular areas, unfold the tabs below to see how Wix and Shopify compete for social media integration, email marketing, blogging, and SEO:
Shopify’s multi-channel integration lets you connect your store to social media accounts like Facebook and Instagram, as well as marketplaces like Amazon and eBay. Similarly, Wix supports the ability to sell on Instagram, so you can seamlessly transfer your ecommerce success to a whole new platform.
In 2019, 87% of shoppers said that social media helps them make shopping decisions, so integrating across channels is a great way to get a leg up on your competition.
As we mentioned earlier, Wix Ascend gives you control over all things marketing, all in one place. While you can still send three email campaigns a month without an Ascend subscription, you get premium features and a much higher campaign quota if you do subscribe.
By recovering lost sales, research claims you can increase revenue by 25%! Think of it like sealing the holes in a leaky boat. Take abandoned cart recovery, for example – this lets you email customers who have left your website with items still in their cart before checking out.
Both Wix and Shopify support abandoned cart recovery.
Wix lets you build beautiful blogs with ease. In reality, the only hurdle it stumbles over is archive functionality (saving old posts for users to read). If you really wanted this relatively unique function, though, you’re better off using a blogging specific tool like WordPress anyway.
Shopify does poorly in the blogging sphere. It has no built-in analytics features, no social bookmarking, and no blog specific search feature. Overall, its blogging offerings are bleak.
Search Engine Optimization is the practice of making sure your store appears in a strong position in search engine rankings.
Both Shopify and Wix make it easy to:
- Add and edit meta titles/descriptions – the headline and text that appears in Google
- Customize URL slugs – the text that comes after your domain, e.g. www.websitebuilderexpert.com“/ecommerce-website-builders/comparisons/wix-vs-shopify/”
- Attach alt text to images – text that Google reads to understand what your images actually depict
- Get further guidance with ‘SEO best practice’ prompts
However, Wix has the edge here. It offers keyword support, suggesting popular words or phrases worth using – something which Shopify does not offer.
Keeping track of your website’s performance is important. It helps you grow your business by showing you what is and isn’t working!
Both platforms provide access to Google Analytics, which gives you superb insight into what your customers are doing. This means you know exactly how to customize your website to earn more cash.
However, Shopify goes the extra mile with plenty of built-in analytics features, including customer behavior, stock levels, and conversion tracking. It doesn’t take much analysis to see which platform wins here.
What Extras Do They Offer?
Shopify has a better app store
|Number of ecommerce apps||54||5,763|
|Approx. price range||$10 - $100+ /month||$5 - $250+ /month|
|Standout app||Ecwid||Shop Channel|
|App market verdict|| Loser |
Smaller range of ecommerce apps
| Winner! |
Huge range of ecommerce-focused apps
Shopify has a lot more apps to choose from than Wix, making it a great resource for scaling up your store.
Shopify’s App Store gives you huge scope to grow your store. Among other things, you can:
- Add a customer wishlist
- Set up dropshipping
- Add product reviews
- Use currency conversion
Plus, the recently added Shop App is a personal shopping app that lets customers view their favorite Shopify stores, get product recommendations, and track orders. It’s already being used by over 16 million users!
Within the Wix App Market, we thoroughly recommend Ecwid for all Wix online stores. Still, for ecommerce-specific apps, the Wix store cannot match Shopify.
Can You Sell Safely?
The short answer is: yes. Both Wix and Shopify take security very seriously and have plenty of measures in place to protect both you and your visitors, so you can sell safely online.
- SSL security is included on every plan with both Wix and Shopify. This protects your visitors’ data when they submit information on your site (such as login or payment details) – and is also an important ranking factor for Google.
- Both Wix and Shopify are certified Level 1 PCI DSS compliant, which means that your store is automatically PCI compliant too. This is good news, as you must be PCI compliant if you’re selling online and accepting credit or debit card payments.PCI compliance is important for protecting payment information, business details, and reducing fraud.
- Viruses, malware, DDoS attacks, and other nasties are always a risk to any website or online store. Luckily, Wix and Shopify have built-in security measures to help protect their systems and your store.Neither platform lists the details of these protections, as that would make them easier to crack, but safe to say they’re working hard behind the scenes to keep their users safe online.
Who Has The Better Helping Hand?
Wix offers higher quality customer support
|Support score /5||4.7||4.1|
|Live chat support||❌||✔️|
|Social media support||✔️||✔️|
|On-page help while you build||✔️||❌|
|Support verdict|| Winner! |
In-editor support is especially useful and knowledge center is excellent
| Loser |
Support is less user-focused but you can hire an expert if you need one
On paper, Wix and Shopify are pretty much neck and neck when it comes to support. Shopify’s 24/7 phone support and live chat are huge perks, especially for users needing instant, round the clock support.
However, Wix’s Help Center is even better, with hundreds of articles and videos to support you. The layout is also clearer than Shopify’s Help Center – which doesn’t include videos – though Shopify’s customer service is still highly accessible.
Another massive point in Wix’s favor is its in-editor help. It can be frustrating having to click back and forth between a guide and your store, but with Wix, you can receive help directly within the editor.
Hover your mouse over the editor’s question marks and you bring up small speech bubbles, which answer common problems. In Shopify, this process is clunkier and requires you to visit a separate page.
Wix vs Shopify – Customer Support: The Verdict
Overall, Wix has better customer support than Shopify. Having around-the-clock support with Shopify is great, but it’s the quality of Wix’s customer service which makes it the winner. A more comprehensive help center and support directly in the editor mean Wix edges Shopify here.
You should now know whether Wix or Shopify is a better choice for you.
We recommend Wix for anyone setting up a new, small business who needs an affordable entry plan without sacrificing features. It’s easy to use and gives you tons of creative freedom, making it perfect for brand-conscious entrepreneurs.
We recommend Shopify for larger businesses looking for a more powerful platform that can support long-term growth. You’ll need a larger budget to get started with Shopify, but it’s a worthwhile investment thanks to its impressive sales tools and huge app store.
You Should Use Wix If…
- You’re starting or running a small online store
- You want lots of creative control
- You’re after a larger choice of templates
- You plan to run a blog alongside your store – Wix has better blogging features
- You’re on a budget – Wix has cheaper price plans, and you can start building for free
You Should Use Shopify If…
- You’re running a bigger business
- You need powerful features – Shopify has the best sales tools on the market
- You want a good suite of built-in analytics tools
- Your store needs a wider range of payment gateways
We know finding the right ecommerce platform is important, and we’re here to help you find your perfect fit. Check out these alternatives next:
You can sell online with Wix at a lower cost than with Shopify. With Wix’s Business Basic plan, you can sell online for as little as $27/month whereas Shopify’s cheapest plan is $29/month. Shopify has a 14-day free trial, so you can try it before you buy.
Yes! Shopify has its own template language called Liquid which you can access to make advanced customizations to Shopify’s themes. Wix code can be accessed through Wix’s editor and also lets you make advanced changes to its templates.
Wix allows you to set up multiple versions of the same page in different languages – in fact, it makes it very easy to do so. You can translate text, links, SEO settings and Wix Stores with a click of a button. Shopify also offers multilingual apps, such as GTranslate, but they aren’t quite as user-friendly.
Yes! With both Wix and Shopify you can create discount codes for your customers. With Wix, this has to be a specific amount of money, though. Shopify is a bit more advanced here, in that you can offer percentage discounts.
Yes. While you can build your Wix online store at no cost, you’ll need to upgrade to one of the three ecommerce plans to sell products. These premium plans are: Basic ($27/month), Unlimited ($33/month), and VIP ($59/month).
Wix just edges it. Both platforms will allow you to edit meta titles, meta descriptions, and URL slugs – however, Wix goes the extra mile by offering keyword support. Wix also provides stronger blogging features than Shopify, which can help your site appear in more searches online.
Yes. Wix has 108 templates with ecommerce capabilities, while Shopify has 9 free themes and 60+ paid options which you can buy for $140 – $180. Every theme provided by each platform is mobile responsive, so your store will look good on any sized screen.