Wix the website building platform is not what most people think of when they want to build an eCommerce website. That niche had been left almost exclusively to big names such as Shopify and BigCommerce.

However, as it turns out, the two are not quite so different if you compare them in the same light. It appears like a case of apples vs. oranges until you look at the features.

As it turns out, however, Wix isn’t half bad at building eCommerce websites, and it actually makes some great online shops. Shopify was built for and mostly dominates eCommerce websites. So, how do the two compare?

At first glance, the basic features you would expect such as dropshipping, abandoned cart feature, taxation, customer account management, SEO, and SSL site security. Shopify vs Wix – let’s take a deeper look at the details.

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Wix at it’s best can only compare to Shopify Basic in terms of affordability and features available. Wix offers two packages:

“Website” package for those who want to build more personal websites such as portfolio sites and blogs.
“Business and eCommerce” package, which is what we would be interested in here. It ranges between $23 for Wix Business Basic and $500 per month for Wix Enterprise, with the others being Business Unlimited ($27p.m) and Business VIP ($49p.m).

The premium Wix plans offer more storage, bandwidth, video content you can upload, support, and app integration. It is worth noting that Wix offers a free plan as well for trial purposes, which isn’t very good, to begin with, but allows you a feel of the site and has no time limitations.

Shopify, on the other hand, has five plans:

  • Shopify Lite – $9 per month – Sell via social media or a physical location.
  • Basic Shopify – $29 per month
  • Shopify – $79 per month
  • Advanced Shopify – $299 per month
  • Shopify Plus – about $2000 per month, varies depending on the business.

The reason for this price discrepancy is due to the advanced features in higher packages such as the number of administrative users, shipping discounts, shipping rate calculations, professional accounting reports, and the number of administrative users for the site. Credit card rates decrease with higher-priced plans as well.

There are many other costs associated with Shopify for a fully-fledged online enterprise based on the payment methods and rates, themes, and shipping that we will cover in a while; all these add to the final figure. Shopify offers 2 week trial, so you can try it for free. Click here!

Ease of use

Wix is simply unbeatable when it comes to usability. With little more than a basic orientation tour, even beginners can get started right away and create a competitive website. It has a very easy front-end content management interface, which means you work directly on the page, and content is modified live.

Wix has three design options: Wix Editor with modifiable templates, Wix ADI for an automatically generated, customizable website, and Wix Corvid for a more hands-on creation tool with APIs.

Shopify will need hours of getting used to before you can do anything remotely acceptable as an e-commerce website. Most people recommend giving it at least a weekend before you get ahead of the learning curve. The way it works is that you modify the site in the back-end and then publish the changes.

However, Shopify allows you to tweak all this from a single editor. Even though it isn’t as flexible as Wix, it is a lot more solid and stable.

Themes and templates

As a platform used primarily to create websites, Wix offers a lot more templates – over 500 in total. You can filter these by the business type, and they look very professional and sharp. They also make the page load speed much faster.

Shopify, on the other hand, has 9 major templates bundled with the package which have 2-3 variants each. These are far more robust and can be tweaked depending on the product catalog size and desired effects.

Shopify templates and themes are also responsive, which means they adjust automatically between users on PC, mobile, tablets, and other devices. Wix uses absolute positioning of its blocks, which means you will need at least two versions of your site to cover both mobile and PC users.

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Payment options

The payment gateways or software payment processors available in Shopify are simply unmatched. With various options covering every major region, most countries, and most mainstream payment options, you get over 100 options in total for your customers. However, charges vary widely depending on the gateway used and the Shopify plan you are on.

Wix, on the other hand, has fewer payment options, amounting to 30 or so. These are much cheaper, however, and are perfect for smaller stores with more targeted customers.

A big win for Shopify is that it allows multi-currency processing, which basically means that users can check out in their own currency, which greatly encourages sales. Wix uses a currency converter app, but it’s not as user-friendly when it comes to e-commerce.

Inventory management, display, and integration versatility

Perhaps we should have mentioned from the get-go that Wix is designed mainly for a small, highly specific inventory. It allows you to display products any way you want with 6 product options and 300 ways to display them in color, size, etc.

Shopify favors the use of fixed-size products, although there are 3 product options and up to 100 display variants in terms of color and size.

However, Wix does have a feature where customers can customize a product before buying, e.g. add a line of text for engraving or printing. For Shopify, you will have to add a third-party app.


Wix has a more versatile app that allows you to add blog posts, product listing, and other general updates on-the-go straight from the app. Wix’s Mobile App, available on both Android and iOS, also allows you to manage events and get notifications.

Shopify has a dedicated app geared more towards the “commerce” side of eCommerce. The main app, however, is the Shopify POS app that is used to inventory and record sales at a physical point-of-sale counter. While Wix has POS functionality, it’s more of an afterthought and is only available in the US.

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Taxation and digital goods

Shopify is arguably better than Wix at taxation, especially in the EU where it allows automatic calculation of VAT MOSS. With a few tweaks, you can also get it to do the same in the US and Canada and allows a complete tax set up for other countries manually.

Wix requires you to set up the tax rules manually, which means you also have to keep updating them to keep up with regulations.

When selling digital goods such as downloads, Wix is a clear winner because it has this functionality out of the box. Shopify requires you to add a “Digital Downloads” functionality before using it, although it’s free.


Shopify is the best in terms of dropshipping – period. It offers dropshipping integration with almost every company available through its app store. Wix current only supports Modalyst, Printify, Spocket, and Printful.


Thanks to its website responsiveness, Shopify outperforms Wix in this feature because it does better in mobile searches. And since most buyers are on mobile anyway, this is a big advantage. It also allows faster mobile loading of sites through a feature known as Accelerated Mobile Pages or AMP.

Even more importantly, Shopify automatically alerts you every time a product URL or address changes, which updates search engines on the same. This is called a 301 redirect, which in Wix you will have to remember to do manually or lose search listings for that product.

Wix is generally good in SEO, with one particular point its favor being the ability to customize URLs to pages and product listings. Shopify uses generic /product, /blog, /page definitions. Google has a particular preference for simpler but more descriptive URLs.


Wix customer care, while good, works by having you leave a query and wait to be called back. Shopify offers 24/7 live customer support that is extremely responsive and helpful, although you can experience some long wait times during peak hours. It’s still a no-brainer which is better, especially for beginners. Shopify also has massive online communities where you can get the help you need.

Summary: Shopify vs Wix, which is more suitable for you?

There are more subtle and some not-so-subtle differences between Shopify and Wix which can help determine which is best for you. However, having experienced both of them, we can say that this is not a case of which is one is better than the other, but rather which works best for my needs.

In particular, Shopify is best if:

✓ You have plans to have a big business or expand into one.
✓ You want to capitalize on mobile searches.
✓ You are targeting a larger and more diverse demographic.
✓ You want to leverage Shopify’s vastly superior Buy Button cross-platform integration and drop shipping integration.
✓ Need a more robust platform with lots of secure payment options.
✓ Are willing to put in the work required.

Wix is better if:

✓ You want to scope out the business environment using the free feature.
✓ Want an easy to use the platform as you learn the ropes.
✓ Have a smaller or more specific product inventory with better customization options, e.g, personalizing your products.
✓ Want easier customer management systems (CMS) and easier user experience from login to check out.
✓ Are on a budget.
✓ Want to use the more diverse templates and themes on Wix.

The bottom line is that Shopify is a dedicated eCommerce platform and everything revolves around the commerce part of it. Wix is more general, and some of the functionality, though more advanced, may not be as robust or scalable in the future. Compare your needs and future plans for your store first, and then the decision will probably fall into place.

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