Wix vs Shopify: Which Is The #1 eCommerce Platform?


Fiona O’Connell


2019 December 9th

Wix vs Shopify

If you are looking to make your own online store, Wix vs Shopify is the question that most definitely should have popped into your mind.

Both of those options are incredibly popular and well worth your time.

Shopify is the best-known option for people looking to turn their businesses into thriving online stores. On the other hand, Wix is an exceptionally popular website builder - known for its design first and eCommerce features second. It's very often the first ever option people pick to make beautiful, simple websites.

However, both of those companies are easily capable of providing its users with a ready-made website with an online store. So - which one of the two is the better eCommerce option for you?

We compare all the two platforms have to offer in this Wix vs Shopify head-on review. So look at how it went!

1. What is Wix?
2. What is Shopify?
3. Wix vs Shopify pricing
4. Wix vs Shopify eCommerce features
5. Wix vs Shopify website builder
6. Wix vs Shopify design templates
7. Wix vs Shopify customer support
8. Wix vs Shopify performance
9. Wix vs Shopify user base
10. Wix vs Shopify revenues
11. Wix vs Shopify pros and cons
12. Wix vs Shopify winner
13. Wix vs Shopify alternatives
14. Wix vs Shopify FAQs

What is Wix?

Wix is a website-building platform with more than 110 million users from across the world. The solution is completely free to get started with and allows you to create everything from a personal blog to a portfolio website, or even an online store.


While not directly focused on eCommerce, Wix now has a built-in inventory management system and a choice of 17 payment gateways. Furthermore, Wix has a comprehensive app store which allows you to better personalize your site. You can even add discounts and coupons to your individual products.

Touting over 68 million subscribers, Wix has become a top predator against competitors, bulldozing its way through the cybersphere with pristine, eye-catching template pages and easy-to-use customer interface.

Now, Wix has set its sights on the territory of another big company, named Shopify.

What is Shopify?

Shopify is an all-in-one eCommerce solution designed specifically to sell products and services online. The popular online store builder allows you to add an unlimited number of products to your shop while also giving you the chance to manage your inventory, all from one dashboard.

WooCommerce vs Shopify-shopify-homepage

With Shopify, you can choose from more than 70 payment gateways as well as add discounts to individual products. Shopify also has its own targeted eCommerce app store so you can customize every aspect of your shop.

Shopify is the leader of the eCommerce sector, working not only with beginner entrepreneurs but also collaborating together with huge online brands and even genuine brick-and-mortar stores.

When it comes to eCommerce solutions, Shopify is an option on nearly everyone's lips. And yet - Wix is a genuine challenger aiming to take over a lot of Shopify's market.

Wix vs Shopify: comparing the two giants

While using one's Wix page for selling goods may seem like an efficient re-purposing of an existing website, it does raise the question:  Are Wix pages fit for the consumption of online shoppers, or should those with Wix sites defer over to a more traditionally eCommerce-oriented platform like Shopify when starting an online store?

After all, in our blog post about the best Shopify alternatives we didn't mention Wix - simply because we didn't consider it as a fully-fledged eCommerce platform.

Maybe we were wrong not to include it? We will explore how the two platforms differ and get to the bottom of the question - who wins in the online retail battle of Wix vs Shopify and is the former one worth it?

Wix vs Shopify pricing: Wix is cheaper

Wix has 3 eCommerce plans with the pricing starting at $23/month while Shopify cheapest plan costs $29/month. This makes Wix way cheaper, especially when you consider that it does not charge any 3rd party commissions as does Shopify.

But if you already have a website, you can choose Shopify Lite plan for $9/month. It does not allow to create a website, but you'll be able to add "Buy Button" to an already existing one.

Pricing Storage Credit Card Rates 3rd Party Commisions
Wix Business Basic $23/month 20GB 2.9% + $0.3 -
Wix Business Unlimited $27/month 35GB 2.9% + $0.3 -
Wix Business VIP $49/month 50GB 2.9% + $0.3 -
Shopify Lite $9/month N/A 2.9% + $0.3 2%
Basic Shopify $29/month Unlimited 2.9% + $0.3 2%
Shopify $79/month Unlimited 2.6% + $0.3 1%
Shopify Advanced $299/month Unlimited 2.4% + $0.3 0.5%

Overall, Wix plans are cheaper than Shopify. However, with Wix, you have less storage space availability. Also, with more expensive plans, Shopify charges less for credit card transactions. On the other hand, you'll have to pay more with Shopify for 3rd party payment transaction providers.

You should also take into consideration, that Shopify Lite does not include a website, rather than just a button to add to your blog or social media and take payments.

It seems that in terms of pricing, Wix wins with ease. Even the most expensive Wix plan is still cheaper than the 2nd tier Shopify plan.

On the other hand, Wix is seriously limited in terms of data allowances. So while its an affordable choice for a small online store, Shopify can handle large eCommerce better.

Also, both of the platforms have custom plans for enterprises. In this case, Shopify wins - it's enterprise plan costs $299/month, while Wix enterprise option costs from $500/month. 

But after all, everything comes to the features each company can offer.

Wix vs Shopify: eCommerce features comparison

When you compare Wix vs Shopify in terms of eCommerce features, you'll see that Shopify has a lot more eCommerce tools already built-in. However, Wix has an App Market where you'll find apps that will match Shopify functionality. Plus, you'll be able to choose from multiple different ones.

Wix eCommerce features

Wix made it easy to make your website into an online store. You'll find everything you need for your online shop in the Wix App Market.

  • Wix Stores for creating and managing an online store. It includes unlimited products, payment options, integrated email marketing, shipping options, etc.
  • 3rd party payment getaways like PayPal, Stripe, or Square.
  • Site Search so visitors can easily find what they are looking for.
  • Social Media feeds to showcase your photos.
  • Ebay, Amazon, eBay integrations.
  • Coupon integrations so you can sell more by providing discounts to the visitors.
  • Wix contacts, which allow owners to keep all of their relevant contacts in one place.
  • A Wix blog, that allows shopkeepers to connect with their customers in a more organic way.

Wix also has SEO tool integrations, so you can add meta tags and descriptions for products, which makes them easier to appear in search engine result lists.

Shopify eCommerce features

Shopify is a clear winner when comparing eCommerce features. It is designed for the creation of online stores and has everything you need built-in.

Wix-vs-Shopify-Shopify eCommerce

In the dashboard of Shopify management panel, you'll find:

  • Integrated online sales channels like Facebook or Pinterest.
  • Manual order creation in case you took an order on the phone or email.
  • Discount codes integration.
  • Abandoned cart recovery so you can increase your conversions.
  • Shipping integration with USPS, UPS, and DHL.
  • Shopify POS app so you can sell not only online, but in person as well.
  • Integrated SEO tools for creating meta tags, titles, and descriptions easily.

You'll also find a bunch of plugins in the Shopify's own App Store. There are plug-ins for email marketing, dropshipping, forums, blogs, product reviews, site search, SEO, shipping, etc. So even if the built-in tools are enough, you'll have a bunch of other options too.

All things considered, Shopify has way more tools than Wix in terms of eCommerce.

Wix vs Shopify website builder: Wix shows the way

Compare Shopify vs Wix in terms of website building experience and one thing becomes crystal clear - Wix knows how to make things convenient. Convenience was the cornerstone of its business model from the start.

As Wix evolves into an eCommerce-friendly platform, all signs point to additional commitment to ease of use. Wix is familiar with developing website builders that make designing your own site easier than playing with Lego!

First of all, it has Wix ADI - Wix Artificial Desing intelligence which will build a site for you. Just answer a few questions. Wix ADI is even capable of matching the color scheme to your logo. A really impressive tool.

Here's my website created with Wix ADI:

Of course, you can also choose to build a website in a traditional Wix way - with the drag-and-drop editor.

First, you'll need to choose one of the hundreds of Wix templates. Next, the process is easy - simply drag and drop each element you need and they will attach themselves to the web page.

For customization, Wix has many features:

  • Animations, video backgrounds, and scroll effects for one-of-the-kind designs (Wix even has parallax).
  • Over 100 fonts and you can upload your own.
  • Media galleries for showcasing products.
  • Adjusting color palettes.
  • Corvid code editor for CSS.
  • Bunch of other tools for customization in the App Market.

Shopify also has a powerful website builder. However, it offers way fewer tools than Wix.

First of all, you'll need to design the website yourself by using one of the 70 templates. You'll be able to use live editor, as well as edit HTML and CSS.

Wix-vs-Shopify-Shopify website builder

In Shopify website editor, you'll find:

  • 100+ fonts to match your style.
  • Flexible color palette options according to your theme.
  • Customizable sections for each page.

In the end, Shopify is not a website builder - it has fewer features for making a unique website. At the same time, Wix originally is a website builder and eCommerce is just the added feature.

Wix vs Shopify design templates: Wix is stunning

Wix has over 500 templates, 86 of which are designed for online stores. Shopify has fewer - around 70 templates that include both free and premium options.

All of Wix templates are free with business plans. At the same time, Shopify has only 10 free templates. The pricing for others ranges from $140 to $180. And that's pretty expensive!

Also, all of the Wix templates are responsive, making them look good on any device. This helps you sell better as well, as users tend to use not only desktop but mobile devices for online shopping too.

It's really easy to choose a Wix template as well. It has put all of them in 11 different categories - ranging from fashion and home decor themes to food and animals.

Shopify, on the other hand, designed all of its templates to fit each business needs. It only has different categories according to the size of your store - single product or small/medium/large catalogs. You can also choose a layout style - whether it's a grid, collage, or a row.

But there's one thing more important than the others.

Wix is leading the whole website builder industry with its top-notch award-winning designs. The company has an in-house team that makes sure to add new templates constantly and make them look best. That includes impressive visuals and effects, as well as highly customizable designs.

Shopify is focusing on eCommerce features rather than designs. It has time-proofed themes that help its clients sell and look great. But in terms of features, the templates are still lacking. And they are expensive as well.

Wix is a clear winner here.

Wix vs Shopify customer support: Shopify is better

Shopify has 24/7 support with way more options. You can contact Shopify via email, phone, or live chat. Wix only has email and call-back support for English working 24/7. For other languages, call-back support is limited to working days only.


Fortunately, Wix is improving and planning to introduce live chat support - the beta version is being tested with random users.

Both of the platforms also have extensive knowledgebases and prefer you use them first, before contacting the support. And in both cases, reaching the "Contact support" window is tricky.

In both Wix and Shopify, you'll first have to search through the knowledgebases. Only then, if the answer you find is not thorough enough, you'll be able to contact the support.


To be honest, that's a good practice. Especially when you consider the fact, that the companies have invested in creating extensive, highly educational, and useful knowledgebases.

But still, with more support options, Shopify wins this one.

Wix vs Shopify performance: Shopify is faster

Wix claims that its uptime is constantly 99.8% while Shopify offers a way better guarantee - 99.98%.

So for our Wix vs Shopify comparison, we tested the uptime and performance of both companies. And Shopify was faster.

Shopify kept 100% uptime during the month of your testing. Also, on a regular day, it averages at 161ms server response time. And that is an impressive result - faster than the eyeblink (200ms).

Wix-vs-Shopify-Shopify uptime and performance

Wix also kept 100% which is great, considering its 99.8% uptime guarantee which can lead to almost 3 minutes of downtime every day!

The server response time was also great, yet not as impressive like Shopify's - 254ms. 

Wix-vs-Shopify-Wix uptime and performance

Shopify wins this one, but only by a fraction. It offers better uptime guarantee than Wix and has slightly better server performance.

Wix vs Shopify user base: Wix is a website builder giant

Both of these companies are serious competitors - fighting with one another for every user that comes their way.

Looking at the latest financial results, it may become clear that in Wix vs Shopify, the former is clearly winning - at least one side of the battle.

Despite having a free plan which gives a certain number of features, Wix still has a significantly greater amount of paying customers.

Comparing its numbers from Q1 2018 and Shopify's from Q4 2017, there's a massive difference.

That's around 3.5 million for Wix and 600,000 for Shopify! So, the people have already voted with their wallets.

Wix vs Shopify revenues: Shopify dominates eCommerce

On the other hand, Shopify dominates paid eCommerce market share, being the number 1 platform. And it does earn a lot from it.

In Wix vs Shopify, Shopify makes a lot more money! To be exact, in Q1 of 2018, Shopify made $214.3 million compared to Wix's $137.8 million.

So while Wix has way more users (offering both website builder and eCommerce features), Shopify aims at better-paying customers.

And I'm not surprised why.

First of all, Shopify has many enterprises as customers, paying huge monthly fees. Also, it earns from commissions if online stores use 3rd party provider payment gateways.

Wix pros

  • A huge choice of beautiful, responsive, and eCommerce-designed templates.
  • Great server response time.
  • Powerful design and SEO tools.

Wix cons

  • Questionable uptime guarantee.
  • Several limitations for bigger online stores - might not be best for enterprises.
  • Price-value rate might not meet the expectations.

While Wix looks great, especially for beginners, you should also consider Shopify. Take a look at the strengths and weaknesses of the platform.

Shopify pros

  • Has all essential features built-in and the platform is designed for online store management.
  • Allows selling in-person with the integrated Shopify POS app.
  • Provides excellent performance and great uptime guarantee.

Shopify cons

  • Can get pricey with more expensive plans, premium templates, and App Store add-ons.
  • Limited choice of free templates and premium templates are expensive
  • Has only basic SEO integrations

Wix vs Shopify - the Verdict

While Shopify wins by a broad margin thanks to the seemingly limitless array of features, manicured inventory management, and overall suitability, high prices might scare off many smaller businesses. Wix, on the other hand, offers lower prices and is better for smaller stores.

Since Wix is a big company, you can expect it to become even better. Wix is less powerful, but it's steadily improving and less expensive.

By comparison, Shopify has everything you need tailored for online stores - but it has a pretty high price for it.

Wix is still very, very interesting - as a website builder. It has beautiful templates and overall, is a more sensible choice for people who prioritize website building capabilities over more powerful eCommerce.

If you compared Wix vs Shopify looking to add some merchandise to your blog, Wix is an obvious choice. But if you are planning to build a successful online store, Shopify beats Wix.

Wix and Shopify alternatives

Both Wix and Shopify are great - if you're willing to pay. However, there are cheaper (or simply better) alternatives for different users.

Whether you already have a WordPress website, don't want to spend as much as Wix and Shopify are asking, or you simply don't like the two - here are our suggestions for your online store:

1. BigCommerce


BigCommerce is paid eCommerce platform used by such companies like Ben & Jerrys, Gillette, and Toyota. So you can guess - BigComerce is targeting enterprises.

BigCommerce features basically the same, if not better, functionality like Shopify. Though the pricing is higher, starting at $29.95/month. On the other hand, you don't need to pay any transaction fees with BigCommerce and it's designed to be user-friendly all the way.



Weebly is another website builder just like Wix that's lately been focusing on introducing more and more premium eCommerce features. Still, not quite the most popular online store solution, Weebly introduced some great tools: not only basic eCommerce features but also product photoshoot services, marketing, and powerful SEO tools.

With the starting price of $12/month, Weebly is one of the cheapest eCommerce solutions that also combine powerful website builder features.

3. Magento


Magento is a powerful eCommerce platform which you can install completely for free on your hosting account. Just like with Shopify, you get a huge list of built-in tools - integrated payment and shipping methods, site search, mobile optimization, worldwide selling, etc.

The downside of Magento is that it's a more complex platform. It means you'll have to have some coding skills to build a functional store. But still, Magento is one of the most powerful solutions that will work best for large or complex online stores.

4. WooCommerce


WooCommerce is an open-source eCommerce platform working on WordPress. It's one of the easiest ways to turn your WordPress site into a fully-equipped online store. WooCommerce has everything you might need - shipping and payment options, themes, website editor, as well as a bunch of plugins for even more functionality.

WordPress powered eCommerce is often a choice by both beginners and professionals. It is relatively easy to use and can be enhanced to fit even large enterprises.

5. Volusion


Volusion is another inexpensive eCommerce platform with drag-and-drop editor functionality. It offers 11 free themes, all the basic eCommerce tools for shipping and payments, as well as exceptional customer support.

With the starting price of $29/month, Volusion is one of the best options for beginners. Not only website and eCommerce management is straight-forward, but you'll also have a friendly and responsive support team ready to help.

Wix vs Shopify FAQs

In this part of Wix vs Shopify comparison, we'll answer all the questions you might have before choosing the one.

Does Wix own your content?

Neither Wix nor Shopify owns your content - that is your intellectual property.

Wix states, that the owner of its premium sites is the person or entity that owns the domain name registered and connected to Wix. If you purchase a domain from Wix, it will still be yours - Wix takes your personal details and registers you as the owner.

Do Wix and Shopify handle taxes?

Both of the companies can handle taxes, but Shopify has a better infrastructure for that.

With Wix, you can connect Avalara, a tax automation software. However, it not available for every user and Wix does not state who can use it. Therefore, you may need to set up taxes manually for which Wix has "Store Tax" settings.

In Shopify, all users can use either automated or manual sales tax

settings. You can setup taxes for each country and state, as well as add the exclusions. Shopify Plus users can also use Avalara software.

Can I dropship with Wix?

It is possible to add certain 3rd party apps from the Wix App Market to add dropshipping functionality to your store. However, Wix itself does not support such feature yet and is only planning to introduce dropshipping, if enough requests from users are made.

On the other hand, Shopify has a fully working drop shipping platform, Oberlo, as well as many different options for suppliers and shipping. So if you want to start your own dropshipping business, Shopify is a better choice. At least for now.

Can I blog on Shopify?

You definitely can have your blog on Shopify, similarly as on Wix.

Though Shopify blogs are not as functional as Wix, for most online store users, they will be more than enough. Blog functionality is built-in in Shopify, so you'll only need to activate it from the online store control panel.

And if you're not sure if you want to blog, we can say, that you definitely should - it helps to build communities, engagements, as well as helps you market the products.

Do Wix and Shopify have multiple-languages integration?

Wix is multilingual and currently supports 90 languages. The solution is built-in and really easy to use. From the settings, you can simply add Wix Multilingual and go with it.

Currently, built-in translator and third-party software are unavailable, but you can vote on it.

Shopify also supports multilingual sites but is more limited. It has 50+ store check-out languages, but to translate the whole site, you'll need to find a solution in the App Store which can be both free and paid. While with Wix, it's a free service for everyone.

Which one is cheaper, Wix or Shopify?

Depending on your needs, either Wix or Shopify can be the cheaper option.

Shopify has its Lite plan for $9/mo which does not allow you to create a website but rather add "Buy Button" anywhere with integrated payment and shipping options. However, if you need a website, the starting plan of Wix is cheaper - $23/mo in comparison to Shopify $29/mo.

But when it comes to more advanced plans, Shopify is cheaper.

Which platform is better for SEO, Wix or Shopify?

Wix and Shopify both allow you to add meta titles, tags, descriptions and URL slugs. Also, you'll find SEO apps in both App Stores.

However, Wix has one more integration that Shopify lacks - keyword support. It will suggest what keywords you should be using to achieve the best results.

Which one should I choose, Wix or Shopify?

For small online stores and blogs, we would really recommend Wix. It has all the needed eCommerce functions and even more. It will allow you to easily create a website or online store. And as we found out, you can create a Wix website in less than 5 minutes.

If you are looking to conquer one of the eCommerce markets, Shopify is an obvious choice. It is simply designed for building online stores and has enough tools even for the biggest players in the industry.

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User comments

David picture

2019 July 10th

I have tried both platforms for E commerce store.i have also transferred a Wix store to Shopify it is like comparing Fiat car to Lamborghini. Wix is meant for small... Read more

I have tried both platforms for E commerce store.i have also transferred a Wix store to Shopify it is like comparing Fiat car to Lamborghini. Wix is meant for small personal sites in this field it is great platform .for E commerce it is not suitable at all not for small and off course not for large stores for example theirs store product widgets is old application very slow it takes tens of seconds to upload . if you ad some widgets to one page .you gonna loose all your visitors because of slow page upload. Shopify is specified as online store platform - for small stores you can use the 29$ plan with few apps you wont get 50$ monthly payment. i have build a bilingual store with hebrew {RTL} and it cost me 7$ more . i used an App for that. in fact you can find there any app you can ask for . in one of ours stores we synchronized the business ERP to the store for quantities prices etc . it works great . my conclusion as WIX site builder and shopify store builder . use each one for its main purpose.

allez allez allez picture
allez allez allez

2018 May 11th

idk idkkkkkk wix is super fussy, like you can't transfer the site to literally anything. shopify is an ultimate platform for example, dbrand is using them and they're a huge... Read more

idk idkkkkkk wix is super fussy, like you can't transfer the site to literally anything. shopify is an ultimate platform for example, dbrand is using them and they're a huge conglomarate. 29 isn't much and you can fully grow with shopify so i think i'll buy that. good spot on the wix having fewer overall features and gateways btw. deciding factor ?

j'amoron picture

2018 May 10th

for beginners, Wix is all that's needed. Shopify is for businesses, Wix is for people, you can boil it down to this :)

for beginners, Wix is all that's needed. Shopify is for businesses, Wix is for people, you can boil it down to this :)

    Angelina Gargano

    2019 November 19th

    I would like to create my whole hub in shopify. I need to create a ecommerce site and cms for my record label and music. Would shopify be able to... Read more

    I would like to create my whole hub in shopify. I need to create a ecommerce site and cms for my record label and music. Would shopify be able to have nice music players and more?