Wix vs Shopify 2023 Comparison: Which Is Worth Your While?

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out of 5


out of 5

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 expensive and chunky 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. Wix, on the other hand, is a user-friendly and affordable choice, scoring 4.4 out of 5 in our value for money testing, in comparison to Shopify’s score of 3 out of 5.

In this Wix vs Shopify comparison, we’ll help you choose the very best option for your online store.

Best For Small Online Businesses


out of 5
Top Choice
Ease Of Use

4 out of 5 stars

Value For Money

4.4 out of 5 stars

Design Flexibility

4 out of 5 stars

Sales Features

4.4 out of 5 stars

Help and Support

3.8 out of 5 stars

Customer Score

4 out of 5 stars

Best For Large Businesses


out of 5
Ease of Use

3.5 out of 5 stars

Value For Money

3 out of 5 stars

Design Flexibility

3.9 out of 5 stars

Sales Features

4.5 out of 5 stars

Help and Support

3.8 out of 5 stars

Customer Score

4.7 out of 5 stars

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.

Try Wix For Free Today!

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.

Check Out Shopify Here!

Wix vs Shopify: Quick Comparison

Wix Shopify
Ease of Use
Winner: Wix
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
Winner: Wix
Over +800 beautiful templates which are really simple to edit Offers templates designed purely for helping you sell online
Pricing and Value for Money
Winner: Wix
Can build a store for free, while paid plans are affordable and feature-rich Offers a 3-day free trial. For larger stores, advanced features can be worth the higher cost
Product and Inventory Features
Winner: Shopify
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
Winner: Shopify
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
Winner: Shopify
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
Winner: Shopify
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
Winner: Wix
Outstanding marketing features, particularly with blogs Great for social media integration and SEO, but lacking the overall power of Wix’s features
App Stores
Winner: Shopify
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
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
Winner: Wix
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…

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#1. Ease of Use

Which Is More Beginner Friendly?
wix logo
The Winner

Wix is easier to use than Shopify

Wix wins for ease of use. Wix is known for its editing simplicity, meaning you can get your store up and running in no time. It might not have the same ecommerce functionality as Shopify, but using it will give you much less of a headache.
Visit Wix
Wix 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.
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.

Wix Store Builder
Making changes to your store is simple – just click on the listing to access the pop up menu and get started

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.

Wix Add Collection
Although Wix is not designed to support a large inventory, you can still add product collections to your site for easy customer browsing

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

wix logo

Looking for an Easy Store Builder?

In user testing, Wix was rated as the easier platform to build a store because its setup process is clean and straightforward.

Further information:

Ksenia Ponka is a PR and marketing practitioner. Her passion is to help companies uncover their growth potential and identify solutions to their problems, turning them into growth opportunities. Her professional strength lies in effectively promoting companies and projects through omnichannel communication, combining PR, marketing, CRM, advertising, ecommerce, and social media marketing.

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.

When I announced the launch of my website, more than 20 people wrote to me, asking for contact from an agency that did the design. When they heard that it was only me, using Wix, they couldn’t believe it. So that’s why I would recommend this website builder to other users.
I started to work on my website, Ksenia Ponka, in March 2022. I had no experience in web design, so it was a challenge because I wanted a professional-looking site with multiple pages.
Firstly, I tried to use the Tilda website builder, but the number of free templates and the interface weren’t a good fit for my needs. So although it was a great choice to create a portfolio, a resume, or a personal blog, it didn’t work for me. I needed a more complicated design but with easy-to-understand layouts and tools to adjust it. I didn’t watch any guides and how-tos to start a website. I just opened the Wix manager and went on. It was intuitive and user-friendly with plenty of possibilities, including online bookings, request forms, galleries, and sub-pages. Moreover, I got a free voucher for a website domain upgrading to a business account, which helps avoid the service’s ad on your page. Nice touch!
Some in-built and third-party plugins cost extra, even if you’ve already paid for a business account. For example, you can choose a template with an online booking service, but if you want it to work, you need to pay, which is a bit frustrating if you already have a professional subscription. Also, even though Wix is a simple website builder for total beginners, some editor options can be intimidating at first.
Ksenia Ponka Homepage

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.

#2. Design Functionalities

Who Offers More Creative Control?
wix logo
The Winner

Wix has better design functionalities

Wix just beats Shopify for design. Its simplicity in design makes it a great option if you’re a small trader. Wix’s templates are packaged to help you do the basics straight away, but if you want an online store that’s more optimized for sales, Shopify’s themes are for you.
Visit Wix
Wix Shopify
Design score /5 4.0 3.9
Number of templates 800+ 99+
Template price range $0 $200 – $350
Mobile responsive designs ✔️ ✔️
Switchable templates ✔️
Design verdict Winner!
Wider range of fully customizable free designs
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.

wix vs shopify theme style options
You can preview different styles, and choose the one you like the most. Click the image to browse Shopify's templates.

At $200+, 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.

shopify vs wix online store templates
Wix has over 120 templates specifically designed for online stores, tailored for a huge range of industries. Click on the image to browse Wix's templates.

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.

Wix logo 165

Do You Want a Stunning Storefront?

Wix beats Shopify for design with its free templates and focus on creative freedom, giving you control over your branding.

#3. Pricing and Value for Money

Where Should You Invest?
wix logo
The Winner

Wix offers better pricing and value for money

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.
Visit Wix
Wix Shopify
Value score /5 4.4 3.0
Free plan or free trial? Free plan Free trial (3 days)
Number of plans 3 3
Cheapest plan (yearly) $27 $29
Mid-tier plan (yearly) $32 $79
Advanced plan (yearly) $59 $299
Enterprise package Custom quote Starts at $2,000/month
Extra costs Apps Apps
Domain name
Transaction fees
Pricing & value verdict Winner!
Cheaper plans with fewer extra costs
Plans are powerful, but also more expensive
To ensure a fair comparison, all prices shown are if you get the annual plan which is at a lower cost than monthly. If you were to choose the monthly plans, instead of Wix costing $27 per month, it would be $34 per month.

Is Wix or Shopify Cheaper?

Wix is the cheaper platform with prices starting at $27 per month,  compared to Shopify’s $27 per month, if you choose an annual plan. Wix also includes a 14 day free trial and is cheaper in the long run if you move up towards advanced plans.

Shopify also 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 ecommerce pricing updated 2022
Wix has three regular ecommerce plans ranging from $27 to $59 per month (billed annually).
Wix logo 165

Do You Want Great Value?

Wix has cheap entry plans, especially if you choose an annual subscription. Take your time browsing its plans – we’ll wait!

Wix Pricing vs Shopify Pricing

Let’s look at the prices of the three Wix plans if you were to pay monthly 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 $27 per month if you sign up for a yearly 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 (if you choose the monthly rate) 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

Wix Shopify
Cheapest plan: monthly price $34 $39
Cheapest plan: monthly price, billed annually $27 $29
Abandoned cart recovery ✔️ ✔️
Transaction fees 0% 2%
Free domain ✔️ (annual plan only)
On-site adverts
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 logo 165

Did You Spot a Plan You Liked?

Wix offers an affordable way to run your store, without sacrificing features. We recommend exploring its Business Basic plan first.

#4. Product and Inventory Features

Which Is The Better For Selling?
The Winner

Shopify has better product and inventory options

Shopify has a much more sophisticated range of product features than Wix. Its inventory management is also a lot more powerful. Wix does a good job, but Shopify is designed for big businesses with a lot of stock!
Visit Shopify

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.

Shane is the founder of a razor ecommerce brand with experience building his website in Squarespace and Shopify. He started Blackland on a shoestring budget in 2015, named after the German translation of his last name, it quickly earnt a reputation as one of the most respected companies in the shaving industry. They're fueled by a passion for tools that blend both form and function, and everything they make is obsessively designed in-house, made in the USA, and backed for life.

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

We switched to Shopify primarily because it’s an incredibly powerful commerce platform. On Squarespace we did a lot of workarounds and had limited access to analytics. Shopify’s detailed analytics and robust app ecosystem are highly valuable to us. Additionally, Shopify’s integrations are second to none and it has become the standard for ecommerce website builders.
It took about three or four months of part-time work to get the site complete and running properly. Much of that time was spent researching the platform and determining which apps to use which can be an overwhelming part of the process as Shopify is sort of like an iPhone – it’s not worth much unless you choose the right programs to put on it.
I think it’s approachable and accessible for most people to figure out reasonably easily. Plus, since Shopify is so popular, there are tons of users and developers who can answer your questions or do paid troubleshooting to help overcome whatever hurdles you run into.
Shopify’s modularity and adaptability make it difficult to beat right now. With the right apps, it can do just about anything you might need – whether that’s a simple store with a single product, a complex dropshipping empire, or a subscription product. You can even use it in person as a storefront POS. While it isn’t a magic bullet, Shopify has enough room for growth that we think it will do what we need for many years.
Shopify seems to be a little slow to implement community-requested changes. There are many Shopify threads from years ago about a feature that should be added with a lot of customers agreeing. Shopify team members will say they’re going to consider it and then it just never happens. There is a lot of that and I think Shopify sometimes hides behind their app store as a solution for things they don’t want to build. “We don’t do that, but this app does!” Each of those apps can slow down your site, add more tools that you have to learn, and cost money so adding apps to get features that should be native is frustrating.
I wish we had better understood which apps we need to have and which are a waste of time. Shopify has so many apps and it’s tough to know if/when you need an app to do what you want to do and which one you should pick. So we spent a lot of time stuck on problems that an app easily solves. Other times we got apps that we thought would be great, but we didn’t actually need. It’s all part of the learning process and now that we have that knowledge we could move much more quickly.

#5. Payment Options

Who Offers More Choice For Your Customers?
The Winner

Shopify has better payment options

Shopify beats Wix with the sheer number of payment options it offers! While Wix supports Square and doesn’t charge transaction fees, which are two things we’d like Shopify to take note of, its small number of payment options lets it down.
Visit Shopify
Wix Shopify
PayPal ✔️ ✔️
Stripe ✔️ ✔️*
Square ✔️
Apple Pay ✔️
Amazon Pay ✔️
Klarna ❌** ✔️
In-house payment gateway Wix Payments Shopify Payments
Payment options verdict Loser
Limited selection of payment options
Offers a much wider range of payment options

*Stripe is only available in areas that don’t support Shopify Payments

** If you choose Wix Payments and are based in Austria, Belgium, Germany, or Switzerland, then you can accept payments through Pay Now by Klarna

Shopify permits over 100 different payment gateways, but it doesn’t currently support Square. On top of that, you will have to pay transaction fees – unless you use its own gateway, Shopify Payments.

wix vs shopify payments
Shopify Payments is Shopify’s own payment gateway, and the only way to avoid transaction fees. Click the image to explore Shopify Payments.

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.

#6. Shipping Options

Who Gets Your Product To The Buyer?
The Winner

Shopify has better shipping options

Shopify once again beats Wix, this time with its extensive shipping features. However you want to deliver orders to your customers, Shopify has the tools to make it happen – including curbside pickup, local delivery, or international shipping – while Wix is more reliant on apps.
Visit Shopify
Shopify helps you every step of the way in the complicated shipping process, from offering free shipping to syncing up with alternative shipping providers.

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.

#7. Tax Settings

Which Keeps The IRS Off Your Back?
The Winner

Shopify has better tax settings

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.
Visit Shopify
Wix allows you to enable and disable taxes, include tax in the product price, and more. It’s best if you install the Avalara app, which is an automated tax software program that helps you calculate real-time tax rates.

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.

#8. Marketing Features

How Can You Grow Your Site?
wix logo
The Winner

Wix has better marketing features

Wix wins the marketing round! It’s very close, but Wix simply offers more than Shopify  –  particularly when you consider the superior blogging features and the power and simplicity of Wix Ascend, offering all your marketing tools in one manageable place.
Visit Wix
Wix Shopify
Social media integration Good Awesome
Email campaigns Awesome Good
Abandoned cart recovery Included on all plans Included on all plans
Blogging Good Not great
SEO Awesome Good
Analytics Good Awesome
Marketing features verdict Winner!
Wix goes the extra mile with its marketing tools
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.

Also, recently Wix has paired up with Semrush. Get excited and imagine this for a moment you’ll be able to access Semrush keyword data straight from your Wix dashboard. Depending on your Semrush account you’ll either get 10 free keywords a day or more if you have a plan already. Overall, you will have access to 21 billion keywordsnow that’s awesome for your SEO marketing efforts!

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.

With Shopify, you can create email campaigns from the admin page. However, for more flexibility, you can integrate a number of apps like Omnisend Email Marketing and Privy

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.

#9. App Stores

What Extras Do They Offer?
The Winner

Shopify has a better app store

Shopify has a better app store than Wix in terms of ecommerce integrations, in that it simply has more to choose from. Wix is fine for smaller online stores, but for bigger and better ecommerce functionality (like global shipping payments), you can integrate the Ecwid app.
Visit Shopify
Wix Shopify
App store? ✔️ ✔️
Number of ecommerce apps 54 5,763
Free apps ✔️ ✔️
Approx. price range $10 - $100+ /month $5 - $250+ /month
Standout app Ecwid Shop Channel
App market verdict Loser
Smaller range of ecommerce apps
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
wix vs shopify app store
Shopify has thousands of apps to choose from in order to scale your online store. Click on the image to browse the Shopify App Store.

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.

#10. Security

Can You Sell Safely?
wix vs shopify featured image
The Winner


It’s a draw – both Wix and Shopify provide plenty of measures to protect your online store, so you should feel safe no matter which platform you choose.
Wix Shopify
Free SSL ✔️ ✔️
PCI compliant ✔️ ✔️
Built-in security measures ✔️ ✔️

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.

#11. Customer Support

Who Has The Better Helping Hand?
wix logo
The Winner

Wix offers higher quality customer support

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.
Visit Wix
Wix Shopify
Support score /5 3.8 3.8
Phone support ✔️ 24/7
Live chat support ✔️ ✔️
Email support ✔️ ✔️
Help center ✔️ ✔️
Community forum ✔️ ✔️
Social media support ✔️ ✔️
On-page help while you build ✔️
Support verdict Winner!
In-editor support is especially useful and knowledge center is excellent
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.

shopify vs wix on page support
Wix’s editor is full of small question marks ready to open up support bubbles, where you can search for answers while you build.

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 logo 165

Is Great Support Important to You?

We really enjoyed Wix’s in-editor support, which answers your questions as you build so you can get publishing sooner.

Wix vs Shopify: Overall Winner

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
Wix logo 165

Starting a Small Business?

Wix offers affordable plans at $27/month, great features, and tons of creative freedom – you’ll be running your store in no time!

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
shopify logo small website builder

Looking for a Powerful Selling Platform?

Shopify is perfect for growing large businesses, with its impressive sales tools and dedicated ecommerce suite.
Not sold on Wix or Shopify? That’s fine!

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:

  • BigCommerce: Ideal for fast-growing businesses. Read review.
  • Squarespace: Best templates on the market. Read review.
  • Square Online: Best value for money (and you can build for free!) Read review.


Both Wix and Shopify are fairly evenly priced. You can sell online with Wix for $27 per month (paid annually). Whereas Shopify’s cheapest plan is $29/month, and comes with some extra fees. But if you have a large business Shopify might have more of the tools you need!
With Wix eCommerce you can install dropshipping platforms that will help you start a dropshipping business. Shopify is better for larger scale dropshipping and can be easily done once you’ve found your supplier.

If you’re wondering which does dropshipping better? We recommend that smaller scale businesses go with Wix eCommerce and those who have medium to large invest in Shopify.

Wix vs Shopify are fairly even keel in pricing. Shopify is the cheapest on a month-by-month bases with a starting price of $29 per month, and Wix eCommerce features starting at $34 per month. For both platforms, you can save money by choosing an annual plan. Where it gets complicated is figuring out which plan has the features you need and what (if any) extra fees the platform may charge, such as transaction fees or domain costs.
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! 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).
Yes. Wix has 800+ templates with ecommerce capabilities that are mobile responsive, while Shopify has 9 free themes and 90+ paid options which you can buy for $200 – $350. Every theme provided by each platform is mobile responsive so your store will look good on any sized screen.
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.
While you can use platforms like Amazon to sell products online, we believe it’s easier to create your own website. This is because you’ll have more control over your items, brand, and profits! It’s also a lot easier to create a website yourself without any technical skills required thanks to platforms like Wix, you can have your business up and running super quickly!
Some quick tips for selling online include:

  1. Research the market for the product you’re selling
  2. Choose the right website builder for you
  3. Learn about your target market
  4. Craft your brand with them in mind
  5. Start selling and learn from the data

Written by:

I’m the Content Manager here at Website Builder Expert, which means I read and edit nearly all the content we publish, and work with our wonderful writers and researchers to bring you the best possible advice for achieving your online goals. Over the past five years I’ve built demo websites using all the website builders we review, so I have the experience and expertise to help you out. You’ve got the experts on your side – I’m here to help you reach your online goals, and enjoy the process too!

Researched by:
Natasha Willett Lead Researcher

I love to understand human behavior and the cognitive biases that drive us to do what we do. For over nine years I have worked as a mixed method researcher – research using a mix of numerical data and personal experiences – across a range of sectors, from insurance and policy development to finally arriving at Website Builder Expert five years ago. Fascinated by consumer decision-making, I meticulously built our leading ranking methodology to explore where providers like Wix sit within a competitive industry and what value they truly bring to our audience. As a member of the Market Research Society, I’m an advocate for high ethical, commercial, and methodological best practices. All of this combines to give you the most ethical recommendations based on real data.


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