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Wix vs. Shopify

Consider how you want to scale your business when deciding between these e-commerce platforms.

Wix is a website builder known for its innovative drag-and-drop editor. It has e-commerce features that are best suited for a small online store. But Shopify is designed for online sales. Its integrated platform centralizes your sales across all your selling channels, including your website, physical store and social media.

How do Wix and Shopify compare?

Which should I choose?

Choose Wix if you’re a small business looking for a low-maintenance website.

Choose Shopify if you’re an e-commerce business setting up your first online shop.


A good option for merchants that want a beginner-friendly website-building tool with the option to sell online.

A good option for small businesses with no technical background in need of a hosted e-commerce platform.


  • E-commerce
  • In-store
  • Mobile
  • E-commerce


  • Inventory tracking
  • Website builder
  • Payment processing
  • Website builder
  • Inventory tracking
  • Shopping cart software
  • Shipping software

Monthly fees start at



Contract required?




  • Intuitive editor. Customize your website with its easy-to-use drag-and-drop editor and over 100 fonts.
  • Apps and integrations. Enhance your site with a vast range of tools, from loyalty programs to marketing insights. Some integrations are only compatible with specific Wix plans.
  • No long-term contract. Choose between a monthly, yearly or two-year subscription with no cancellation fee.
  • Multiple users. Assign users specific roles to receive permission to access what they need to help manage your site.
  • 24/7 support. Shopify offers around-the-clock support through phone, e-mail, live chat and Twitter.
  • Multiple sales channels. Expand your business and sell on various platforms, including Amazon, eBay and Instagram. Shopify automatically syncs inventory and tracks sales.
  • Shipping discounts. Get discounted shipping rates with USPS, UPS and DHL.
  • Free and premium plug-ins. Browse Shopify’s extensive App Store to add specialized features to your website.
  • Point-of-sale system. Unify your brick and mortar store with your online sales. Get the hardware you need and the software that syncs across all platforms.


  • Support is not the most accessible. Unless you’re on the VIP plan, you’ll have to submit a help form or schedule a call to reach customer service, which can be frustrating if you need help immediately.
  • Difficult to transition to another platform. You’ll run into technical hurdles if you want to change your site from Wix to another platform.
  • Limited storage. All of Wix’s plans cap you on storage — up to 50 GB on its highest tier. This may be enough for small businesses but may be insufficient for large enterprises with sites that are heavy with images, videos and audio files.
  • Limited users. Most Shopify plans limit the number of staff members that can access your website and point-of-sale system.
  • Limited website themes. Shopify only has four free design choices and eight premium themes.
  • Account closure risk. Shopify may suspend or shut down high-risk merchant accounts.
  • Transaction fees. Shopify charges a transaction fee every time you choose to use a third-party payment processor.


  • Designer-made templates. Wix has over 500 templates organized into 16 categories to appeal to a range of brands and aesthetics.
  • AI-created website. WIX ADI combines artificial intelligence with web design to make a unique website for you.
  • Open development. Code-savvy businesses can add customized functionality to their website.
  • Analytics. Track your website’s stats using Google Analytics or Facebook Pixel right from your Wix dashboard.
  • Business marketing. Create online marketing campaigns and get marketing recommendations to help reach your target audience.
  • Free stock photos. Peruse Shopify’s high-resolution photo library to find royalty-free images to fill your online store.
  • Custom storefront tools. Grow your business by adding Shopify to games, apps or websites.
  • Fraud analysis. Shopify automatically flags and notifies you of orders that may be fraudulent, which can help prevent chargebacks and losses.

BBB letter rating



Trustpilot rating



Based on 2,854 reviews



Based on 1,001 reviews

Reputation and customer reviews

  • Reviews are mostly negative.
  • Customers praise its DIY website building tools for small businesses.
  • Customers mainly complain about poor customer service and frustrations with the clunky platform that makes scaling up difficult.
  • Reviews are mostly negative.
  • Customers appreciate how easy it is to set up and manage an online store.
  • Customers aren’t happy about transaction holds and account closures from high-risk transactions.


  • Robo-chat. It gives you the option to submit a ticket online or request a callback when it determines that you need to get in touch with customer service.
  • Phone. Merchants in North America can call 855-816-3857.
  • Email. Fill out a secure online form on Shopify’s website for a response within one business day.
  • Live chat. From Shopify’s website, open up a live chat window to connect with a Shopify rep.
  • Twitter. Tweet at Shopify for a direct response from the support team.

Bottom line

Wix may be a good option for a small business that needs a website with simple e-commerce capabilities. But Shopify may be a better option if you plan on growing your business and want more features in your online store.

Experienced web designers that want a fully customized website with total creative freedom should consider other e-commerce platforms.

Frequently asked questions

How many products can I have on my Wix store?

You can have up to 50,000 products. But keep in mind that Wix limits your storage, and the size of your store might affect website performance.

How does autorenewal work?

Premium plans automatically renew so your site never goes down. Your plan will renew 14 days before your original purchase date.

What’s the difference between Shopify and Shopify Plus?

Shopify is designed for small- to medium-sized businesses. Shopify Plus is for large enterprises that may see thousands of transactions per minute.

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