Wix vs. Shopify: Which Is the Best Ecommerce Platform for Your Business?

Wix vs. Shopify: Which Is Better?

Although both give you the ability to sell online, Wix is first and foremost a website builder that offers ecommerce functionality, whereas Shopify is an ecommerce platform that allows you to build a website. Wix is well-suited for low-volume sellers and Shopify is best for larger volume merchants looking to truly invest in ecommerce. Wix pricing starts at $23 per month and Shopify starts at $29 per month.

Wix and Shopify have a lot in common. Shopify is an ecommerce platform that features a website builder, and Wix is a website builder that can be turned into an ecommerce store. Both businesses launched in 2006, and both have gone on to dominate their respective industries. Wix has grown to over 150 million users, and Shopify has helped merchants generate over $100 billion in sales.

Given the popularity of both services, let’s compare Wix vs. Shopify in terms of features, pricing, and user reviews to help you determine which is a better option for your ecommerce needs.

Wix vs. Shopify, Summarized

Wix Shopify

Three core ecommerce plans, plus an enterprise solution (also four website only plans)
Three core plans as well as Shopify Plus and Shopify Lite
Notable Features
– Over 500 professionally designed, customizable templates
– Can use drag-and-drop builder, Wix ADI, or open-source platform to build your store
– Ad vouchers, logo service, and analytics booster included in plans
– Abandoned cart recovery, gift card capability, and POS integration included with all plans
– Unlimited products, ability to sell across multiple channels, and multi-location features
– Robust app store with hundreds of integrations across product categories
Starts at $23 per month for Business Basic plan
Starts at $29 per month for Basic Shopify (Shopify Lite is $9 per month but doesn’t include website capabilities)
Ease of Use
Very easy to use, especially for beginners; plus offers three ways to create your store
Very easy to use and generally user-friendly; Shopify’s template language, Liquid, can be more difficult to edit than other web languages
Customer Support
24/7 phone support; online support center
24/7 phone, email, and live chat support; online support center and resources
Best for:
Building a business website; low-volume or occasional sellers
Running a full ecommerce business; high-volume sellers

Wix vs. Shopify: Features

When it comes down to it, Wix and Shopify are similar in many ways. In addition to the simple fact that both platforms allow you to create, launch, and manage an ecommerce store, they also have the following specifics in common:

  • Sell an unlimited amount of goods and services
  • Cloud-hosting
  • Free SSL certificates
  • Drag-and-drop store editors
  • Blogging and SEO capabilities
  • Mobile apps
  • Discount programs
  • Multilingual functionality
  • API access

This being said, however, there are differences between Wix vs. Shopify—and taking a look at the details can help you determine which of these platforms may be better suited for your needs.

Wix Features

  • Set up: Wix’s ecommerce platform is called WixStores. You can create a WixStore account and build your website at no charge whatsoever. To launch your website, you must select a pricing plan. Even then, Wix gives you a 14-day free trial to test their service and determine if it is right for your business. All plans feature cloud-hosting, an SSL certificate, unlimited bandwidth, and a free domain name for one year. The lowest level plan comes with 20 GB of storage.
  • Store building and templates: You have two options when it comes to building your store: You can use Wix’s intuitive drag-and-drop editor, or you can use Wix ADI—an AI-powered system that builds your website for you. To really capture your business’s brand, we recommend building your own store. Start by choosing from one of Wix’s 500 free mobile-responsive templates. If you don’t see a template you like, you can build one from scratch down to the size and color of your fonts and buttons.
  • Products: Next you’ll handle your ecommerce logistics: adding your product catalog and arranging payment processing and shipping. You can handle all of these functions from your account dashboard. Wix features some nice product features: You can upload an unlimited number of products, product photos, and product variants. Each product can also receive its own dedicated product page, or showcase all products in a category via a gallery. You can also mark products for sale using a ribbon icon.
  • Payment processing: Wix offers Wix Payments, their in-house payment processing, however, this service is not available in all countries. This being said, in addition to Wix Payments, you can also integrate with a variety of third-party payment processing companies at no extra charge, including PayPal, Square, Skrill, and Authorize.Net. You can also accept offline payments via ACH transfer.
  • Shipping: In terms of shipping, you can set rates from your dashboard based on where your customer is located and what they ordered. When a customer completes a purchase, Wix will automatically factor the tax and shipping into the final price. Then, every purchase is added to the Store Manager tab of your dashboard so you can easily view all the details. Once an order has been shipped, you can mark it as fulfilled. The Store Manager tab also allows you to view and update inventory, and send emails to your customers via ShoutOut—Wix’s free email marketing tool.
  • Additional features: Other features Wix offers to their ecommerce customers is the ability to share coupons and discount codes that can be applied at checkout, and send thank you messages to customers after they place an order. There is also a blog, SEO tools, mobile app, booking platform, and developer kit. Via the Wix App Marketplace you can integrate your store with a variety of different applications.
wix vs. shopify, wix example

Example of an online store build with Wix. Image source: Wix

Shopify Features

  • Set up: When you sign up for Shopify, there’s no need to specify that you want the ecommerce package. All Shopify pricing plans come with your own dedicated cloud-hosted ecommerce website and domain name, plus unlimited storage and an SSL certificate.
  • Store building and templates: Like Wix, Shopify has a drag-and-drop store editor, allowing you to edit your store and see the updated changes in real-time. Shopify offers over 70 different free or paid themes. Most themes can be further customized on the backend by editing the theme code. Note that most of the theme code is written in Liquid, Shopify’s custom templating language.
  • Products: The process of getting set up with Shopify isn’t dissimilar from WixStore. You’ll log into your account dashboard and upload your product catalog. You can do this via a CSV file, by migrating it over from another platform, or by entering in each product manually. If you choose to add products manually, Shopify provides many options that allow you to organize the way they appear to customers—including a short description, product images, SKU numbers, shipping information, and product variants (different sizes, colors). Once you have uploaded your products, Shopify allows you to group products into collections for customers to find them by category (i.e. sale items, seasonal products).
  • Payment processing: In terms of payment processing, merchants are encouraged to use Shopify’s in-house payment processing system—Shopify Payments. With Shopify Payments your rate will start at 2.9% + $0.30 and only decrease depending on the pricing plan you use. If you use a third-party payment gateway, Shopify will charge you an additional fee.
  • Shipping: In terms of shipping, Shopify allows you to create a custom shipping method. You can either charge a flat rate or a custom rate depending on the customer’s order and location. You can set rates for an unlimited number of shipping zones around the world. Shopify also offers a free shipping plugin (called Shopify Shipping) that gives you access to calculated rates through USPS, UPS, and DHL, and the ability to print shipping labels. You can configure custom sales tax rates that Shopify will apply at checkout.
  • Additional features: Once you launch your Shopify store, you can take advantage of a variety of different features and tools, including abandoned cart recovery, the ability to manage product reviews, a gift card program, dropshipping functionality, Shopify’s POS system, and an app store with over 1,500 integrations.
wix vs. shopify, shopify example

Example of an online store built with Shopify. Image source: Shopify

As you can see, Wix and Shopify share similarities and differences when it comes to features. Perhaps one of the most important similarities is their ease of use. Aside from the fact that both platforms offer drag-and-drop store editors, both are generally designed for ecommerce rookies.

With either Wix or Shopify, you get a dashboard where you can manage most of the back-end functions of your store—including managing orders, adding products, contacting customers, generating discounts, viewing analytics, and downloading integrations. If you ever run into issues with your ecommerce website, both services offer support centers with a range of resources, including webinars and community forums.

In terms of the most notable differences, on the other hand, Shopify charges an additional fee if you choose to integrate with a third-party payment processor, whereas Wix does not. Additionally, Wix offers over 500 pre-designed templates—Shopify, on the other hand, only offers just over 70. Shopify, however, has a much wider variety of third-party integration options in their app store in comparison to Wix.

Wix vs. Shopify: Pricing

Now that we have a sense of how Wix vs. Shopify compares in terms of features, let’s look at another important factor—cost. Truth be told, Wix and Shopify actually have similar pricing structures and both offer their platform on a monthly subscription basis.

Wix Pricing

Wix offers three main ecommerce plans, as well as an enterprise solution. They also offer four website-only plans, but you cannot sell online or accept payments with these options.

Business Basic: $23 per month

  • 20 GB of storage
  • Five video hours

Business Unlimited: $27 per month

  • 35 GB of storage
  • 10 video hours
  • Professional logo
  • Pro ecommerce features

Business VIP: $49 per month

  • 50 GB of storage
  • Unlimited video hours
  • Professional logo
  • Pro ecommerce features
  • Priority response
  • VIP support

Enterprise: Starts at $500 per month

  • An end-to-end business solution that allows you to work directly with Wix professionals to build and manage your online store

Wix Payment Processing

In addition to the cost of your subscription, you’ll also have to pay credit card processing fees. If you use Wix Payments, you’ll pay a flat-rate of 2.9% plus $0.30 per transaction for every credit or debit card payment.

On the other hand, if you choose to integrate with a third-party provider, your rates will vary based on the provider you choose. Wix does not charge an additional fee for using a third-party processor.

Shopify Pricing

Like Wix, Shopify offers three main pricing plans. They also offer Shopify Plus, their enterprise solution, as well as Shopify Lite, which only gives you the ability to sell on an existing website or blog.

Basic Shopify: $29 per month

  • Two user accounts
  • Up to four locations
  • Up to 64% shipping discount
  • 2.9% plus $0.30 per transaction for Shopify Payments

Shopify: $79 per month

  • Five user accounts
  • Up to five locations
  • Professional reports
  • Up to 72% shipping discount
  • USPS Priority Mail Cubic® pricing
  • 2.6% plus $0.30 per transaction for Shopify Payments

Advanced Shopify: $299 per month

  • 15 user accounts
  • Up to eight locations
  • Professional reports
  • Advanced report builder
  • Third-party calculated shipping rates
  • Up to 74% shipping discount
  • USPS Priority Mail Cubic® pricing
  • 2.4% plus $0.30 per transaction for Shopify Payments

Shopify Plus: Starting at $2,000 per month

  • Enterprise-level solution with advanced customization, integration, and management options

Shopify Lite: $9 per month

  • Add buy buttons to an existing business website or blog
  • Accept online payments
  • Create and send invoices

Shopify Payment Processing

As you can see, unlike Wix’s in-house payment processing, Shopify offers discounted rates for their higher-level plans. This being said, however, Shopify also charges an additional fee if you choose to use a third-party payment processor instead of Shopify Payments.

Therefore, on top of the rates you’d face from the third-party processor, you would also have to pay a 2.0% fee for the Basic Shopify plan, a 1.0% fee for the Shopify plan, and a 0.5% fee for the Advanced Shopify plan.

Start Free Trial With Shopify

Ultimately, although Wix and Shopify have similar pricing plans, Shopify offers more features with each increasing plan level—although their plans are generally more expensive. Additionally, even though Wix doesn’t charge an extra fee for using a third-party processor, they don’t offer discounted rates for their higher plan levels, which Shopify does.

From both of these points, you can see how Shopify is designed to accommodate higher-volume sellers who are truly invested in their ecommerce businesses, whereas Wix is perhaps better-suited for low volume or occasional sellers.

Wix vs. Shopify: User Reviews

When you’re comparing Wix vs. Shopify, it can be helpful to research customer reviews and see what previous and current users have to say about their experience with each platform. Here’s how Wix and Shopify compare on the major user review aggregators:

Platform G2 Crowd Trust Radius TrustPilot Capterra Better Business Bureau
4.2 stars out of 5
8.2 stars out of 10
1.5 stars out of 5
4.3 stars out of 5
4.3 stars out of 5
8.6 stars out of 10
1.5 stars out of 5
4.5 stars out of 5

Additionally, we spoke to some ecommerce entrepreneurs who have had experience using both Wix and Shopify. Their responses, however, were fairly one-sided:

“When it comes to selling things online, Shopify is a much easier platform to work with than Wix, and because it is so popular, there are far more apps developed for it that allow you to further expand your website’s capabilities.”

—Dave Hermansen, Store Coach

“Wix is great for sellers who don’t really want to customize a website and are looking for a quick fix, but it’s not very friendly with other apps and software. I find that a majority of the top apps you can add to an e-commerce website integrate with Shopify, then work on integrating with the others. That means that everything you need to optimize the customer’s shopping experience is available to Shopify before Wix.”

— Alex Ivko, Seller’s Choice

“For ecommerce, it’s hands down Shopify. The checkout experience is significantly better on desktop and mobile with Shopify—their UX sets the standard. The backend analytics on Shopify are set up for ecommerce owners. Lastly, the Shopify app marketplace can truly support a brand that’s scaling into a 7 or 8 figure business.”

— Jim Huffman, GrowthHit

Wix vs. Shopify: Final Comparison

At this point, we’ve compared Wix vs. Shopify in terms of features, pricing, and user reviews. So, the question remains: Which is the better ecommerce platform?

Ultimately, the answer depends on you and your business—as well as what you’re looking for when it comes to an ecommerce solution. This being said, in order to help you determine which platform best aligns with your needs, let’s break down where each platform outperforms the other:

Where Wix Is Better

  • Pricing: Wix’s plans are generally more affordable than Shopify’s. You can start an online store with Wix for $23 per month, compared to $29 per month with Shopify.
  • Website building: Wix gives you three unique ways to create your website, using their drag-and-drop builder, Wix ADI, or their open development platform.
  • Themes and design: Wix offers more themes than Shopify. Although not all of Wix’s themes are dedicated to ecommerce, Wix has a much more modern and professional aesthetic in comparison to some of Shopify’s themes. They’re also highly customizable and very easy to edit.
  • Payment processing: Not only is the rate for Wix Payments (2.9% plus $0.30 per transaction) pretty standard in the industry, but it’s also a huge benefit that Wix does not charge an additional fee for using a third-party payment processor. Therefore, if you can find cheaper rates with another provider (or already have a merchant service provider), you can use that service without facing extra costs from Wix.

Where Shopify Is Better

  • Ecommerce-focused features: When it comes down to it, Shopify is better equipped to handle a vast variety of ecommerce needs, including a higher volume of sales. Although their plans are more expensive, each plan includes additional advanced ecommerce tools—particularly with regards to shipping, reports, and user accounts.
  • Discounted payment processing rates: Although Shopify charges a fee for using third-party processors, if you opt to use Shopify Payments, you can access discounted processing rates with the higher-level plans—something Wix does not offer.
  • Integration options: Overall, the Shopify marketplace has more third-party app options in comparison to Wix. Shopify can integrate with the full range of software solutions across numerous categories. Although Wix does offer a decent app marketplace, it simply isn’t comparable to Shopify’s—plus, not all the apps are specific to ecommerce.
  • Customer support: Although Wix offers 24/7 phone support for their U.S. customers, reviewers often complain that it’s difficult and time-consuming to reach customer service representatives. Conversely, Shopify provides 24/7 support in three different ways—phone, live chat, and email.
  • Scalability: Ultimately, Shopify is much better suited for promoting the growth of your business. Wix constrains you in certain ways—like by placing storage limits on your website and making you pay extra for your business domain name after the first year. With Shopify, on the other hand, you receive incentives for opting for higher-priced plans—meaning you can benefit from continuing to use Shopify as your business grows.

The Bottom Line

At the end of the day, after comparing Wix vs. Shopify, here’s what we’d say the use cases are for both products:

Use Wix If…

Use Wix if you want to sell a small variety of items on a beautifully designed website.

Wix is really ideal for those who just need a website, but if you are going to dabble in ecommerce, Wix can provide you with a suitable option for a low-volume of sales. However, higher volume merchants will get more bang for their buck with a platform dedicated to ecommerce.

Use Shopify If…

Use Shopify if you are the aforementioned high volume merchant, or if you are a business owner looking to start selling online.

Shopify is a solution that can truly work for any business situation—even the merchant who is thinking about turning their Wix website into a WixStore. You’ll have to pay a bit more than you would with Wix, but what you get with that extra money is more than worth it.

That wraps up our comparison of Wix vs. Shopify. But there is one element we didn’t account for: personal preference. We recommend leveraging the free trial offered by both platforms and coming to your own conclusions on Wix vs. Shopify.

Start Free Trial With Shopify
Matthew Speiser
Contributor at Fundera

Matthew Speiser

Matthew Speiser is a former staff writer at Fundera.

He has written extensively about ecommerce, marketing and sales, and payroll and HR solutions, but is particularly knowledgeable about merchant services. Prior to Fundera, Matthew was an editorial lead at Google and an intern reporter at Business Insider. Matthew was also a co-author for Startup Guide—a series of guidebooks designed to assist entrepreneurs in different cities around the world.

Read Full Author Bio