Wix vs Shopify: Which Should You Choose to Sell Online?

Our independent research projects and impartial reviews are funded in part by affiliate commissions, at no extra cost to our readers. Learn more

Wix vs Shopify is a match-up between two popular ecommerce website builders. But which one is better for your business?

Overall, Wix and Shopify are evenly matched – both score an impressive 4.7 stars out of five in our research. But whether you choose Wix or Shopify depends on your unique needs – the size of your business, your technical confidence, and your budget, to name a few.

You told us what matters most when using an ecommerce builder, and we tailored our research accordingly. We tested both platforms, focusing on these key areas, and got others to test and rate them too. You can quickly compare Wix and Shopify’s final star ratings below:

Best all-around ecommerce platform


out of 5
Top Choice
Ease Of Use

3.6 out of 5 stars

Design Flexibility

4 out of 5 stars

Customer Score

4.5 out of 5 stars

Help and Support

4.7 out of 5 stars

Value For Money

4.5 out of 5 stars

Best ecommerce platform for large stores, selling 10+ products


out of 5
Ease Of Use

4 out of 5 stars

Design Flexibility

3.7 out of 5 stars

Customer Score

4.65 out of 5 stars

Help and Support

4.1 out of 5 stars

Value For Money

3.5 out of 5 stars

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 vs Shopify: Key Differences At A Glance

  • Wix is easier to use than Shopify, and quicker to build your store with.
  • Shopify is more powerful, which is why it takes longer to get to grips with.
  • Wix is best for small businesses, freelancers, and individual sellers. Shopify is better for large businesses looking to grow.
  • Wix is cheaper than Shopify. Wix’s ecommerce plans start from $23/month, while Shopify starts from $29/month.
  • Wix provides more creative freedom than Shopify, but Shopify provides better sales tools than Wix.
  • Wix is a website builder first and foremost, whereas Shopify is designed purely to help people set up their own online stores.

Wix vs Shopify: Quick Comparison

Pros and Cons

Wix Shopify
Really simple editing interface: Thanks to Wix’s drag-and-drop functionality, putting your own stamp on any of its 800+ templates is easy.

Cheap ecommerce plans: Wix lets you get your store up and running for as little as $23/month. There are no hidden costs, and plans include everything you need to sell online.

Useful apps: Apps such as Ecwid can be added and ‘plugged in’ to your store, empowering you with more ecommerce tools.
24/7 support: Support is available round-the-clock via phone and live chat. You’re never left alone when running your store.

Powerful ecommerce tools: Shopify is one of the market leaders when it comes to built-in ecommerce features.

Over 100 payment options:
Wide range of payment options available, including PayPal, Stripe, and Shopify’s own fully integrated payments system.
Too much creative freedom:
It’s easy to get carried away with Wix’s large amount of creative freedom, and forget to follow ecommerce design best practices.
Can be expensive:
Apps, premium themes, transaction fees, and your monthly subscription can add up.

Side-by-Side Comparison

Wix Shopify
Overall score /5 4.7 4.7
Starting price /month $28 $29
Value for money score /5 4.5 3.5
Ease of use score /5 3.6 4.1
Design score /5 4.0 3.7
Number of ecommerce templates 114 73
App store ✔️ ✔️
Sales features score /5 4.3 4.7
Payment options Good Really good
Inventory management Good Really good
Shipping options Good Really good
Abandoned cart recovery Included on all plans Included on all plans
Transaction fees 0% 0% - 2%
Marketing features Really good Good
Blogging Good Not great
SEO Really good Good
SSL ✔️ ✔️
PCI compliance ✔️ ✔️
Customer score /5 4.5 4.7
What did our users say? “A user can do just about anything to make their website the way they want with all the editing features, building features, and applications that Wix offers.” “Shopify doesn't pretend that building an online store is simple. For ecommerce you have to be professional, and know lots about inventory, prices, and variants. I like that it’s just all there, ready to fill in and run a real business if you want – and if you are up to it.”
Which one do you prefer? Go to Wix Go to Shopify

#1. Ease of Use

Wix Shopify
Ease of use score /5 3.6 4.1
Coding knowledge needed?
Estimated building time 1 day 3 days
What did our users say? “Wix was good because it provided more creative freedom, but was slightly more confusing when adding products and creating categories in comparison to Shopify.” “I had no real issue with Shopify as a platform – it was super easy and effective to add products. I can’t imagine it being as simple as Wix’s drag-and-drop interface, but sometimes you just need more structure – and this is where Shopify works better.”
Ease of use verdict Loser
Wix’s lack of structure lets it down
Shopify’s store setup is a win with merchants

If you’re selling online, time is money. The easier you find running your store, the more time you can spend attracting and serving new customers.

While Wix is extremely beginner-friendly, in user testing, our participants found Shopify 23% easier to use than Wix – making Shopify the winner of this round.

Why Is Shopify Easier to Use?

Shopify is a powerful ecommerce platform designed specifically for creating online stores, and that’s the secret to its success. It helps you set up your store, and pushes you more towards adding inventory than creating a brand first.

wix vs shopify setup dashboard
Shopify starts you off in the backend dashboard, and invites you to add inventory before designing your storefront.

Here’s how one user described their experience of creating a store with Shopify vs Wix:

“I can’t imagine Shopify being as simple as Wix’s drag-and-drop interface. But sometimes you just need a more structured block based design for pure ease, and this is where Shopify works better.”

Shopify keeps its editing interface and dashboard separate. You can add products, manage sales, and create email marketing campaigns, all away from the editor. And although Shopify’s editor is more restrictive than Wix’s, the themes are already set up to help you sell.

Creating a storefront with Wix is easier thanks to its simple drag-and-drop editor and intuitive building tools. However, it’s less optimized for merchants who may want to start by adding their stock. As one of our users said:

“I found [Wix] very easy to use, but it was obvious that it doesn’t have the powerful capabilities of a dedicated ecommerce platform.”

shopify vs wix editor ease of use
Wix’s drag-and-drop editor is super beginner-friendly, but it lacks the structure that Shopify provides.

You’ll find Shopify has a steeper learning curve than Wix. But, in the long run, that extra structure will actually make the process of creating your entire online store easier. That’s why Shopify earns a 4.1/5 in our research for ease of use, while Wix comes out with a 3.6.

Wix vs Shopify – Ease of Use: The Verdict

Shopify wins for ease of use. While it’s true that Wix is known for its editing simplicity, the trade-off is that you get less backend control than with Shopify. If you’re looking to build an advanced online store, Shopify is the best platform available.

shopify logo small website builder

Looking for an Easy Store Builder?

In user testing, Shopify was rated as the easier platform to build a store with, because it provides a structured setup process.

Further information:

#2. Template Design and Customizability

Wix Shopify
Design score /5 4.0 3.7
Number of templates 114 73
Template price range $0 $0 - $180
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 $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, as one user pointed out after testing Shopify:

“The free themes were a little bit uninspiring, but their upgradable ones were much nicer. Again it just didn’t feel like you had much of an option to change anything beyond the theme itself.” 

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.

When we conducted a survey to find out what real Wix users thought about Wix, one user, Barbara, told us:

“Wix has a huge selection of website templates and applications – plus there are many site building and editing features that I use to make my website the way I want. I am proud to tell people about my website, and proud of how it looks. I truly enjoy working with the Wix website builder platform.”

shopify vs wix online store templates
Wix has 114 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 vs Shopify – Design: The Verdict

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.

wix logo

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

Wix Shopify
Value score /5 4.5 3.5
Free plan or free trial? Free plan Free trial (14 days)
Number of plans 3 3
Cheapest plan (monthly cost) $28 $29
Mid-tier plan $33 $79
Advanced plan $56 $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 monthly. However, it’s worth mentioning you can save money with Wix by choosing an annual plan. This reduces its starting price to $23 per month, billed annually.

Is Wix or Shopify Cheaper?

Wix is the cheaper platform with prices starting at $28 per month, compared to Shopify’s starter price of $29 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 $23 per month and unlocks features that aren’t available on the monthly plan, such as a free domain and $300 ad vouchers.

shopify vs wix ecommerce price plans
We recommend choosing an annual Wix subscription to unlock more features and better value for money. Click on the image to browse Wix's plans.
wix logo

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

The three Wix plans which let you sell online are:

  • Business Basic – $28/month
  • Business Unlimited – $33/month
  • Business VIP – $56/month

These prices decrease the longer you sign up for. For example, the Business Basic plan only costs $18 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

Wix Shopify
Cheapest plan: monthly price $28 $29
Cheapest plan: monthly price, billed annually $23 $26.10
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 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.

wix logo

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

Sales features is the area where Shopify flexes its ecommerce muscles, earning an impressive 4.7/5 in our research. Wix isn’t quite as powerful as Shopify, but 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. As one user explained:

Ideally, you want automated inventory, restocking, and shipping you need the entire process so that it can work entirely on its own if you set it up properly. Based on my experience, Shopify seems to cater for just that.”

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.

Wix vs Shopify – Product and Inventory: The Verdict

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!

#5. Payment Options

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.

Wix vs Shopify – Payment Options: The Verdict

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.

#6. Shipping Options

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.

Wix vs Shopify – Shipping Options: The Verdict

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.

#7. Tax Settings

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.

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.

#8. Marketing Features

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.

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.

Wix vs Shopify – Marketing Features: The Verdict

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.

#9. App Stores

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.

Wix vs Shopify – App Stores: The Verdict

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.

#10. Security: Can You Sell Safely?

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.

Wix vs Shopify – Security: The Verdict

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.

#11. Customer Support

Wix Shopify
Support score /5 4.7 4.1
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
Support is less user-focused

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 clearer than Shopify’s Help Center, which doesn’t include videos.

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 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 support which makes it the winner. A more comprehensive help center and support directly in the editor mean Wix edges Shopify here.

wix logo

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.

Wix vs Shopify Wix Shopify Winner
Ease of Use With Wix, editing the front end of your website couldn’t be easier, but you lack control in the backend Shopify is easy to use in all areas, particularly when managing your inventory Shopify
Design Beautiful templates which are really simple to edit Offers templates designed purely for helping you sell online Wix
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 Wix
Sales 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 Shopify
Marketing Features Outstanding marketing features, particularly with blogs Great for social media integration and SEO, but lacking the overall power of Wix’s features Wix
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 Shopify
Analytics Simple in-house analytics, plus access to Google Analytics tracking Access to Google Analytics, as well as more advanced built-in analytics features to keep track of your store’s success Shopify
Help and 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 Wix

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

Starting a Small Business?

Wix offers affordable plans at $23/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.

Wix vs Shopify: FAQs

You can sell online with Wix at lower cost than with Shopify. With Wix’s Business Basic plan, you can sell online for as little as $23/month whereas Shopify’s cheapest plan is $29/month. Shopify do have a 14-day free trial though, so you can try 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 ($23/month), Unlimited ($27/month), and VIP ($49/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.

About Lucy Carney

Lucy Carney

You’re not alone! Building a website can be scary, especially if you’re like me with no previous coding experience. With the help of our experts I’m here as a friendly voice to help guide you into the exciting world of website building. If I can do it, so can you!


Your email address will not be published. Required fields are marked *

  • Sandharbh
    Lucy Thankyou very much for this Amazing comparison of WIX and SHOPIFY. I was so confused while deciding what will be best for my business, but you made my work easier. Everything was explained properly and in a understanding matter. THANKS ALOT.
  • Kyle Harrington
    Thank you for an excellent comparison of both platforms. It really helped me make up my mind and choose the future platform for my business. The thing is that I needed to switch my Magento cart to something else since it no longer received any updates. Was looking for a user-friendly platform that requires minimal tech skills. After weighing all the possible pros and cons I migrated my store to Wix using the tool Cart2Cart. Never regretted my choice.
  • Keri
    Thank you Charlie for breaking this down into a digestible read. Based on your article, I am leaning more toward Wix, but one concern I have is the security aspect of it. Interested in knowing whether this will be addressed at some point?
    1 reply
    • Maura Monaghan
      That's a great question, Keri! The first thing to know is that both Wix and Shopify are very secure options, in terms of both website security and payment processing. Both Wix and Shopify are PCI compliant, and the checkout process on both platforms is bolstered by Transport Layer Security (TLS) encryption -- in other words, your customers' personal and payment information will be protected. Please let us know if you have more aspects you'd like to see explored! Maura
  • Uria
    Does wix or shopify offer creating several online stores within the same account.
    1 reply
    • Maura Monaghan
      Hi Uria, you can create multiple stores on one Wix account, but for Shopify stores, you'll need to create a new account for each store. I hope this helps! Maura
  • Mathew
    Great review, much appreciated! I opted for shopify over wix purely because of the upgrade option, I think wix offers a lot in terms of ecommerce but shopify themes are so easy to customize to your brand, it’s the winner for us. By the way, I used the Cart2Cart's Migration Preview option (it's free) and used its Shopify and Wix test stores to preview how my exisitng data look like on the new platforms. The conclusion is that Shopify works better in my specific case. Cool thing, I should admit.
    1 reply
    • Lucy Carney
      Hi Mathew, I'm so glad you enjoyed the review! That's great to hear that Shopify is the best solution for your needs - the Cart2Cart trick sounds pretty neat. Shopify's free trial is also great for checking that it meets all your requirements - I hope you enjoy using Shopify, and best of luck with your store! Best, Lucy
  • Jo Morales
    This is an amazing review! You saved me hours of research. Thank you kindly!
    1 reply
    • Lucy Carney
      Hi Jo, Thanks so much for your comment! I'm so glad you enjoyed the review and that it helped you with your research - best of luck with your website! Thanks, Lucy
  • Secomad
    Thank you for breaking the deadlock I was 50% to 50% between shopfy and Wix. Since I am setting up small business I know no where to get to
  • Tracy
    This is definitely the best read regarding Wix vs. Shopify! Thank you
  • Dinesh Agnani
    Thank you for this detailed review. Your content is really helpful.
  • Andrew
    Thanks this was very helpful and thorough.