We love Wix.com. Why? We rate its versatile drag-and-drop editor, its constant drive for innovation, and its incredible templates. It’s also great value for money. What’s not to love?
It’s not best known for ecommerce, though. If you want to sell online, you might assume you have to choose between heavily-branded platforms like eBay and Etsy, or a high-end specialist like Shopify.
But Wix’s ecommerce platform is a feature-rich online-store builder. Unlike WordPress, you don’t need to know code, and unlike eBay or Etsy, it won’t take a cent of your commission.
This makes selling through Wix a smart move. Online sales in the US are projected to grow from $446 billion in 2017 to $700 billion in 2022. More and more people are shopping online.
But is Wix the right selling platform for you?
We tried and tested all the leading ecommerce brands on the market. We didn’t just try Wix eCommerce out ourselves – we got everyday people to use it too, and feedback on their experience. We also examined, analyzed and scored Wix’s designs, sales features, value for money, customer support and more.
We’ve done the research on Wix eCommerce and can reveal that it came second overall, beaten only by Shopify. Wix scored an impressive 4.3 out of 5 stars, claiming the title of best website builder with ecommerce functionality. We’ll share why with you in this in-depth review.
We’ll cover everything you need to decide whether Wix is the ecommerce platform for you. We’ve tried out all the top ecommerce platforms, so we can walk you through Wix’s strengths and weaknesses in comparison to its rivals.
We’ll show you how Wix can help you sell — and outsell your competitors.
Our findings are summarized in our handy table below.
For small businesses, there is nothing better than Wix. Its easy-to-use interface and extensive list of features mean anyone can make their start in ecommerce.
Want to get to the heart of the matter? We don’t blame you. Here are the pros and cons of Wix’s ecommerce platform, in a nutshell…
- More than 510 stunning templates. These are all mobile optimized and include dozens of specialist Online Store templates in too many categories to count. From Electronics and Food & Drinks to Sports & Outdoors and Fashion & Clothing – whatever your line of business, Wix will have a template to suit you.
- Ability to add product videos. This gives shoppers a better idea of what they’re purchasing, and makes your store stand out from the crowd.
- The Wix Stores app. This amazing add-on comes bundled with all Online Store templates, and combines dozens of sales and marketing features to improve your site and help you sell.
- A mobile editor that automatically optimizes your online store for people shopping on their phones and tablets. Mobile will account for half of US ecommerce sales by 2020, so a great mobile store is a must.
- Easy to use interface. The user friendly drag-and-drop editor means you can personalize your storefront to create a really strong brand. This means you can see your edits as you make them, giving you total creative control over your site.
- Doesn’t support multi-channel integration. This means you can’t sell across multiple channels such as Facebook, Instagram, or Pinterest. You have to use apps to access this function.
- No abandoned cart recovery
- Scalability. Poor inventory system, lack of analytics tools, no bulk upload option for adding products. Wix is excellent for getting started, but the larger your store gets, the more attractive, dedicated ecommerce services like Shopify and BigCommerce will become. We’ll go into more detail about this later
One of Wix’s greatest strengths is its templates. It has hundreds of fully customisable designs. Think of it as being able to find and arrange the perfect ‘shop window’ for your products. Wix want you to be able to build exactly the experience you want.
Templates & design
Wix’s Online Store templates cover a pretty good range of seller types, and more are added every month. There are currently templates for…
…and many more, too many to mention here. But we can pretty much guarantee that there will be one to suit you and your store.
One thing to watch out for though – the templates that are marked ‘Price: eCommerce’ aren’t locked if you’re on the free plan. You can still customize and even publish them.
But you can’t sell through them. As we mentioned, you can’t accept payments unless you upgrade to one of the Wix eCommerce plans. But you can build your store before you upgrade.
So take advantage. Take your time making your online shop beautiful before you hand over your hard-earned cash!
One downside of Wix’s templates is you can’t switch your site between them. You can choose a new template, but you have to start filling it and customizing it from scratch.
That means, for example, that you can’t transfer your existing non-ecommerce site to an Online Store template.
But you know what? It doesn’t matter.
We’ve found that Wix’s templates are so customizable that you can turn any one of them into an online store easily. Just add the Wix Stores app and other ecommerce features. The Online Store templates simply give you a head start.
If the option to switch between templates is important to you, you may prefer to build your online store with Squarespace. Squarespace’s templates look amazing, and you can switch your site between them whenever you want. However Squarespace’s ecommerce features aren’t yet a match for Wix’s.
More and more people are browsing the internet on their phones, so it pays to have sites that work well on mobile devices. Templates are made with multiple devices in mind. Wix automatically optimizes pages for shopping on phones and tablets, and if you want to make custom tweaks, you can that through the drag-and-drop editor.
Shop windows are just as important online as they are on the high street. Wix knows this, offering clean, elegant galleries for you to showcase your products.
You can have product variants like size and color, and as many images as you want. Whether your store is beautiful or not is up to you, but Wix gives you all the tools you need to create a stunning site, which will wow your potential customers.
Wix has all the tools you need to get physical and digital products flying off your virtual shelves.
Here’s a comprehensive list of Wix’s ecommerce features. To save you the hassle of wading through them all (there are loads and we’re sure you’ve got better things to do!), we’ve picked out the best.
Attractive product pages are all well and good, but you need to keep things organized behind the scenes. Wix has a number of in-house features that mean your stores can function and thrive.
Ease of use
One of Wix’s main selling points is that it’s easy to use. The powerful drag-and-drop editor lets you put websites together regardless of your tech background. This lets you focus on achieving a vision, rather than the technical headaches of building a website from the ground up.
The ‘pure drag-and-drop’ controls let you place product galleries, menus, contact forms and other content wherever you want. You don’t need any prior knowledge of HTML or coding – it really is a dream to use!
You trade in a certain amount of backend control for this ease of use. If access to the nuts and bolts of a site is important to you, Squarespace, Shopify, and WordPress give you more room behind the scenes. If usability key, Wix is probably your best bet.
The beating heart of Wix eCommerce is the Wix Stores app, which comes built in to all Online Store templates.
You can add Wix Stores to any Wix template if you want. But most of its features are locked unless you’re on a Wix eCommerce plan or higher.
As we’ve said, Wix Stores is really many apps in one. It’s effectively Wix’s ecommerce platform. Here’s what it lets you do…
- Sell unlimited products
- Create product galleries to showcase your stock
- Create discount codes
- Get an optimized mobile store
- Accept numerous types of payment, including credit cards and offline payments
- Get access to 12 online payment processors including PayPal, Stripe, and Square
- Get auto-calculated tax and shipping
- Send automatic email notifications to your customers, which is essential for staying communicative as your business grows
- Create newsletters – tell your customers about promos and new products (use Wix ShoutOut and Lightbox to collect email addresses)
- Get premium order management tools
- Ensure top-level security with SSL encryption
- Keep all your profits – Wix charges NO transaction fees
One of the things we love most about Wix is its constant drive to innovate. It tends to roll out clever new features before its rivals.
That’s great for you, because it means you get the best new tools for your site. And it means Wix will always keep up with your ideas!
Wix devotes a whole site to the latest Wix Stores features. Here are some of the most popular…
- Collect card payments from your iPhone using the new ‘Point of Sale’ feature
- My Mobile App – create an ecommerce app in three easy steps
- The new, easier-to-use Email Marketing page
- Use ZIP files to upload multiple files for selling digital downloads
- Wix Stores Pick Up so your customers can collect locally
And don’t forget the clever Wix features that other website builders don’t offer.
Recent additions include Wix ADI, an AI (artificial intelligence) tool that will build a site for you in a matter of minutes. It asks you a series of questions, and based on your answers it will create a site, customized to you and your needs – it couldn’t be easier.
And then there’s Wix Code, a next-generation customization tool that’ll make your online store even more powerful and easy to run.
Real vs digital goods
Stores can be set up to sell real and digital goods depending on your service. Selling music or ebooks? Software? No problem. Wix know the value of digital goods and provide accordingly.
Social media integration
Wix eCommerce is excellent for social media. Twitter, Instagram, Facebook, YouTube, and more can be added to your site in a couple of clicks. Icons, feeds, and share buttons are great ways to grow your brand and its following. Think of it as the new word of mouth.
The Wix Store Manager allows you to keep track of your inventory and updates every time a purchase is made. It will also alert you if a product is out of stock, so there’ll be no nasty surprises!
Wix Stores lets you receive secure payments through all the major channels, including PayPal, credit cards, and even offline. Customers’ personal information is also protected. Payment is smooth and secure for everyone involved.
The ecommerce dashboard allows you to set shipping and tax rules for your products. Wix will automatically adjust prices depending on where customers are. There is also functionally to track orders, which is super handy.
If you want an advanced sales feature or marketing tool and can’t find it in the Wix Stores app, then you’ll probably find it in the Wix App Market.
This collection of advanced add-ons currently stocks over 260 apps, including dozens in its Online Store category.
Here you’ll find tools to…
- Integrate your existing eBay, Amazon or Etsy store
- Integrate more powerful ecommerce platforms such as Shopify and Ecwid
- Set up a Facebook store and manage it through your Wix account
- Create email marketing campaigns
- Use live chat to get to know your customers
- Create competitions to reward your customers
- Automate business tasks like invoicing and accounting
- Add dozens more payment gateways
- Create discount codes, vouchers, QR codes and gift cards
- Offer comparison charts, menus and currency converters
- Sell digital music downloads with the Wix Music App
…and so many more!
Some apps are free, while others need a Wix eCommerce or VIP plan. Some are made by Wix, while others are from third-party developers.
What they all have in common is you can add them to your Wix site with one click – no need to write code or install software.
The right choice of apps can make the difference between your starter store and an ambitious global web shop.
Wix’s eCommerce platform is superb up to a point, after which the superiority of providers like Shopify begins to show. As an entry level platform, Wix is unrivaled, but if you’re hoping to go global with your knitted cat mittens (or whatever) it may be worth going straight to Shopify.
Wix lacks some of the powerful and specialized features which are included by platforms like Shopify. Wix’s lack of abandoned cart recovery means you can’t catch customers who leave products during checkout, and its inventory doesn’t pack the same punch without in-built analytics and bulk uploads.
That said, you can actually integrate Shopify and Etsy with your Wix site. If you start on Wix and outgrow it, that doesn’t mean you have to start from scratch all over again.
A successful shop needs to be organized. If stock’s flying off the shelves but you don’t keep on top of orders, success will be short-lived. Wix eCommerce has a variety of analytics tools that are easy to use.
Although Wix doesn’t have store specific analytics built in, it has lots of ways of getting that all important data by using apps. Even better, Wix recently made it possible to enable Google Analytics on its eCommerce dashboard. Google is the gold standard for analytics, so it’s great Wix have them on board. The information includes:
- Page-specific visits
- Shopping habits
- Conversion rates
- Shopper locations
Really useful info to have when you’re looking to get the most out of your store.
SEO & marketing
A wonderful website isn’t much use if no-one can find it. Wix eCommerce SEO (search engine optimization) is extensive and its email marketing is easy to use.
On top of standard features like page titles, custom URL structure, and metadata, Wix’s in-house SEO tool does a great job of organizing your marketing strategy. Categories, image descriptions, and sitelinks are the little touches that can set your website apart.
If any of that sounds daunting, don’t worry. Basic SEO is actually very easy, and ‘advanced’ techniques aren’t much harder. Wix has highlighted some top SEO case studies to show how simple it is. If a beard oil website can get top spot on Google using Wix SEO, then you probably can too.
Protecting sensitive data is more important now than it’s ever been. Wix is compliant with card payment security standards, performing regular security audits to make sure customer information is protected.
Given Wix’s entire appeal is doing everything in-house, it’s in its best interests not to mess up with user information.
With all these features, you’re probably wondering, how much does Wix cost? Wix’s free plan is unusually generous. It gives you as much time as you want to build your online store and prepare for launch. It’s also a great chance to try Wix out and decide for yourself whether it’s the right fit for you.
However, if you want to collect payments and make money, which we assume you do, you’ll need to upgrade.
There are three Wix eCommerce plans to choose from:
Business Basic plan ($20/month)
The Business Basic plan is your best-value option. It’s the cheapest ecommerce plan so is the best option if you’re starting out. $20 per month is a really competitive price! Shopify is the superior service, but if you’re getting started, Wix is the best value for money.
For just $20 a month, you get:
- Wix Stores ecommerce platform with all the features explored above.
- 20GB storage space for all your site’s assets, such as product galleries.
- Unlimited bandwidth, so you can attract as many customers as you want – your site won’t go down if you go viral!
- Free custom domain name so you can get rid of the Wix branding in your web address and choose your own.
- No Wix ads on any of your site’s pages.
- Five video hours
- Ad vouchers worth $300 so you can advertise your site on Google and Bing.
- Site Booster app (normally $60) to push your online store up the Google rankings.
- Form Builder app (normally $48) to create powerful booking and contact forms.
- Google Analytics for world class data on what your customers are doing and how you can deliver what they want.
- 24/7 premium support by phone and email.
- 14-day money-back guarantee in case you change your mind.
That $20 figure is the monthly price if you pay annually. It costs even less if you pay for two ($17.50) or three ($16.50) years up front.
Business Unlimited plan ($25/month)
The Business Unlimited plan is the most popular of Wix’s ecommerce plans. It’s best for growing businesses, and has the extra features to prove it. It’s still cheaper than Shopify’s lowest plan, and for your $25 per month you get:
- Everything from the Business Basic plan
- 35GB storage
- 10 video hours
- 20 Wix ShoutOut email campaigns per month
- 100,000 emails per month
So if you’re growing your business and have use of all these features, the Business Unlimited Plan offers great value for money.
Business VIP plan ($35/month)
Wix’s most expensive plan includes everything that the Business Unlimited plan does. On top of that, it also gives you access to a special VIP support team and priority response to your support tickets. You can reach out to your customers with Wix ShoutOut, included in the Business Unlimited and Business VIP plans. You can send up to 20 ShoutOut email campaigns a month on both plans.
Compared with the VIP-sized price tags of the top-range plans from Wix’s rivals, we think $35 for Wix Business VIP is great value. Squarespace is $50 a month, while Shopify’s advanced service is $299. If you’re ambitious and looking to get started, Wix will serve you well.
Wix is a great choice for building your first online store and then taking it to the next level.
The drag-and-drop website builder and integrated ecommerce features make it easy for beginners, while its extensive app market make it powerful enough to achieve your ambitions.
But that’s because Shopify is an ecommerce specialist. It only lets you build online stores. Wix is an all-rounder, and we found it more user-friendly, especially if you’re starting out.
One of the best things about Wix is the level of customization it provides. You have total creative freedom to create your own brand and base your online store around a unique image. This is something specialized ecommerce platforms such as Shopify can struggle with. But it’s exactly what Wix was built for!
And unlike Shopify, Wix has a free plan. It gives you unlimited time to build a site before you sell anything (or pay anything!)
We also think the Wix eCommerce plans offer unrivalled value for money. They give you access to dozens of ecommerce tools – including the option to integrate Shopify and other powerful tools into your Wix site to help grow your business.
And best of all, Wix won’t charge you a cent in transaction fees.
Remember, all Wix plans come with a 14-day money-back guarantee. So you have nothing to lose. Sign up with Wix today, use the free plan to design your store, then try an upgrade for size. We bet you’ll never look back!