Wix vs Shopify: Which Should be Your #1 option? Complete Comparison [2020]

shopify vs wix-min

So you want to know who is the best between Wix vs Shopify? Shopify is the best overall (I don’t like beating around the bush).

Caveat? Although it’s the best it may not be the best for you and your unique circumstances.

So stick with me as we find out if Wix may be a better option for you or whether you’re better off hanging out with the best.

Today I am going to show you how Wix’s eCommerce fares against Shopify, but most importantly, I am also going to tell you all their shortcomings so you know what you CAN do and CAN’T do with them.

Here’s is quick sneak-peak into what I’ll be covering:

  • Pricing
  • Ease of Use
  • Themes & Design Flexibility
  • Features
  • Apps & Integrations
  • Mobile App
  • Support & Help

And lastly, I will give you direct answers, once and for all, who is the better of the two, for you

In short, there is all you need to know.

Ready? Let’s go.

Introducing Competitors: Wix vs Shopify

In this corner, meet Wix.

Wix homepage

Wix is no stranger to website builders. Part because of their aggressive marketing tactics. Another part because they’re really good. They make it so easy to create and customize a website no matter your tech skills.

Is Wix perfect? No, far from it actually. For the past few years, they’ve been making efforts to improve their notoriously slow page loading. Luckily, they’ve made respectable progress at that.

So what’s so good about Wix that 100M + websites call it home? Here is non-exhaustive list: 

Wix Best Features:

  • Beautifully designed themes. All their 100+ themes are free. And they’re fresh and modern in style. 
  • WYSIWYG Intuitive website editor. Their drag and drop editor is undoubtedly their shining star. It only takes a few minutes’ experience with it to see why.
  • Design Freedom. Wix puts all powers into your hands. You want an element to look and behave in a specific way? You got it. 
  • Fair pricing. Granted, among website builders is not the cheapest but I would opine and say it’s one of the most cost-effective. 

In another corner. Meet Shopify

Wix homepage

Shopify is something of a mystical tool to a lot of outsiders. But in the world of eCommerce, it surely needs no introduction.

But you know it, and you know somewhat what it can do. Shopify has revolutionized the world of eCommerce by empowering solo entrepreneurs and small business owners to launch a well-oiled online business machine without any technical knowledge or coding – they take care of all that for you, while you take of your business.

Plenty of things to admire about Shopify, here are few you can appreciate:

Shopify’s Best Features:

  • Multi-sales channels. Shopify seem to integrate with every sales channel on the planet. Facebook, Etsy, Amazon, Walmart, you name it.
  • 100+ payment gateways. If you live in the US and Canada that number it’s even higher. 
  • Dropshipping. How about running a fully fledged business without ever dealing with stocking up inventory? That’s empowerment right there.
  • Ease of Use. The only limit is yourself. You can put up a well-designed store in a matter of a few hours. 

Key Differences Between Wix and Shopify?

Website builder with eCommerce featuresDedicated eCommerce platform
eCommerce Plans start at $23/monthPlans start at $29/month
Free forever Plan available14 day trial available
Free domain in all premium plans for year oneNo free domain on premium plans

Note: Shopify has a Plan called Lite Plan that starts at $9/month. While the Plan allows you to sell on your website/blog (through buy button) and social media channels, however, it doesn’t allow one to open an online store – for that, you’ll need their Basic Plan which starts at $29/month.

Wix vs Shopify: Head-to-Head

Now that we’ve introduced Wix and Shopify and have ironed out their differences, it’s time we get to the nitty-gritty stuff, shall we?

Let’s jump right in.

Getting Started: Wix vs Shopify

If you’ve ever used WordPress before, then you know why it’s important to find a tool that you get started easy and fast, without ever pulling your hair out in frustration. 

It requires less than 60 seconds to get started with Shopify. The signing up process couldn’t be any easier and frictionless.

Once you sign up, you can start choosing a theme from their collection of free and paid themes. 
Once that’s done, you’re ready to start adding products and customizing your store. 

This is part of what makes Shopify so beginner-friendly. You don’t require any tech skills to start, you only need a few minutes.
Wix is also just as simple, if not more so, with their guided setup process using Wix ADI which can automatically create a site for you based on answers to a few questions.

I don’t recommend using it, especially for an eCommerce site.

Either way, Wix makes it uber easy to get your toes wet, fast.

Pricing: Wix vs Shopify

I always say pricing puts everything else in perspective. Against pricing, we can better judge whether we’re paying more or less for features offered.

The idea is not so much about how much you pay, but about how much you pay relative to what you get, right? Right.

As I mentioned Shopify Lite Plan starts at $9/month? It’s a plan they don’t advertise much under their pricing but it’s available.

Next is Shopify Basic Plan which starts at $29/month, then Shopify Plan at $79, Advance at $299/month.

Here is what I absolutely love about Shopify’s pricing: It’s compact. There are only two or three things different between their most basic and advanced plans. So you get the highest value for money at lower plans.

Each plan includes unlimited bandwidth & storage. Free logo design. No limit to products you can sell too.
Domain name costs between $14/year but you can get it cheaper at Namecheap.

Wix is also notably cost-effective, more so with its cheapest entry-level Business Basic Plan. It starts at $23/month.

Like Shopify, Wix pricing is also compact. In fact, the only difference between their $23/month and $27/month (Business Unlimited) is storage and professional logo and media files (only available for $27/month plan).

All premiums include a free domain name for 1 year, then after it’s $20/year. Again, you can get it cheaper at Namecheap.

Although bandwidth is unlimited with their eCommerce Plans, storage could be a little more generous. 

Note: Even though Wix offers a generous free plan, it’s important to note the shortcomings. Amongst a few it includes Wix banner ads on your website and also Wix custom domain name that looks unprofessional.

Both Wix and Shopify charge transaction fees between 0.5% up to 3%. If transactional fees are a big turn off for you, you can also check out Shopify’s alternatives, some like BigCommerce charges no transaction fees.

Pricing: Wix vs Shopify – Summary

Part of what makes Wix and Shopify so popular is their unbeatable pricing.

I like Wix’s generous free plan that allows you to test it out as long as you want and then you can later vote with your pocket when you’re convinced it delivers well.

Shopify’s entry-level plan is stacked with the best eCommerce features money can buy – at a bargain price of only $29/month. Better yet, if you just need to sell on your blog or social media you can do so at only $9/month. Now, that’s hard to beat!

Both Wix and Shopify offer the best pricing available in the market. Best part? Their entry-level plans aren’t feature-deprived.

Visit Wix>>> Visit Shopify>>>

Ease of Use: Wix vs Shopify

Entrepreneurs are not designers, and both Shopify and Wix understand that. A large part of what makes them so popular is their user-friendliness.

From its control panel to website editor, Shopify is simplistic almost to a fault. Everything about it it’s just a breath of fresh air.

-Once you sign up, you’re led through to their dashboard where you can manage orders, run marketing campaigns, add sales channels, and a host more.

Nothing is hidden, except for the settings button that’s a little buried bottom left corner. 
Wix features a complete drag-and-drop editor. What you see is what you get. Although this sounds simple enough – and it is – if you’re new it’ll take some getting used to. But no big deal, you’ll enjoy it as you learn.

Wix dashboard and website editor are neither minimal nor cluttered. Just the right balance. If you like using photo editing tools like Canva for example, you’ll love editing your website on Wix.  

Ease of Use: Wix vs Shopify – Summary

So in short, building a website on Shopify and Wix is such a treat. More so on Shopify than Wix. Some folks find Wix a little overwhelming at first but soon enough fall in love with it. While with Shopify is really love at first site (pun intended). 

So, if you’re looking for a platform you won’t pull your hair in frustrations, then either Wix or Shopify will do.

Visit Wix>>> Visit Shopify>>>

Themes & Design Flexibility

Ease of use and design flexibility can sound the same but they aren’t. In fact, they are seemingly two opposing forces. Website builders that are too easy (think Godaddy) always sacrifice creative freedom but those that prioritize total customization (think WordPress) often sacrifice ease of use.

From a beginner’s point of view, Shopify’s built-in features offer plenty of customization to make your website look and feel the way you like.

But if you’ve been with Shopify for a while, you can easily start to pick out some creative design limitations. Not bad but they’re there.

You can circumvent this in two ways, 1. Use a third party app (e.g. page design apps) to add more customization or 2. You can dig into their template language.

If you’re not a web developer, it’s best you stick to apps for additional functionality. 
Wix offers more design flexibility compared to Shopify. Their templates are totally customizable, you can edit all aspects of your templates.

The downside with Wix unstructured editor is the fact that you may have to move back-and-forth between desktop and mobile view when you make changes to your website. It’s called a non-responsive design.

Product and checkout page are not completely customizable like other elements. This is also the case with Shopify.

While Wix and Shopify offer well-designed themes to choose from, it’s important to note that once you select a theme you can’t change it midway without having to repopulate your content. Something that BigCommerce does for you automatically.

Design Flexibility: Wix vs Shopify – Summary

One of the biggest complaints with Shopify’s themes is limited customization, and therefore somewhat over-reliance on third-party apps for complete customization.

While Wix, on the other hand, offers complete customization it has its own downsides – that is, limited mobile responsiveness. In other words, you have to make the same changes twice on both desktop and mobile.

Look, no platform is perfect. You win some (e.g. customization) and you lose some (responsiveness). Chances are you would find that both platforms offer plenty of built-in features to get you started.

Visit Wix>>> Visit Shopify>>>

Features: Wix vs Shopify

Features are the biggest sifter between Shopify and Wix. I shouldn’t have to mention that Shopify, a specialized eCommerce platform, offers more advanced features than Wix. Wix offers plenty of features that may be more than enough for your business.

Let’s go. 

Shipping & TaxesShipping & Taxes

Local pickup, local delivery (can set up delivery zones) and custom shipping. Or use fulfillment services.

Print shipping labels and schedule pickup with USPS & DHL. Return labels also available.

Shopify shipping offers up to 90% discounts. Only available in the US and Canada. Others have to use third-party apps.

Can set up store pickup and shipping regions and rules (flat rate, free, etc).

Offer more than one shipping option at checkout. 

Shipping labels only available for USPS. No return address labels.

For additional carriers you can integrate with 3rd party apps like Shipstation, Fetchy, etc.
SEO & BlogSEO & Blog

Best SEO practices. Image alt text, meta title & description, 404 redirects, URL slug customization, etc.
Embedded capabilities are plenty to meet your needs.

Add image & text, schedule posts, managing comments, multiple blogs on a single store, blog excerpts, social media share buttons, etc.
Solid SEO features. Exactly the same features as Shopify.

Offers great blogging features. 
Beautiful achieve page layouts, categorize your posts, multiple authors, write and publish from mobile apps, custom feeds and tags, etc.
Email NotificationsEmail Notifications

Beautiful customizable templates. Edit logo, colors and email text. 

Notification via SMS and Messenger also available.

Examples: Order confirmations, shipping updates, refunds, cancellation, and a lot more.
Customize order, shipping and ready for pickup confirmations email. 

Not possible to customize email sent to sellers and third-party fulfillment services.
Sales ChannelsSales Channels
Come with all plans: Facebook, Amazon, Instagram, Buy buttons, Messenger, and many more. See the full list here. 

Wholesale channel available for Shopify Plus Plan only.

– Etsy, Walmart, Google shopping, Pinterest also available from the Shopify app store. Free to use.

Facebook store and Instagram shop work well.

For additional sales channels (Amazon, Etsy, eBay) you have to use a Multi-order app that starts $50/month, not cheap.

The app is really neat, it allows you to sync your inventory across multiple channels, set reorder points, merge products, etc. 
Mobile ResponsivenessMobile Responsiveness
Shopify’s themes are fully mobile responsive. That is, what changes you make on the desktop reflects neatly on mobile too.
Wix unstructured editor is not fully mobile responsive. You may have to make the same change twice on both desktop and mobile.
Inventory ManagementInventory Management

Set up, adjust and track your inventory. Filter inventory by different options, really helpful for large stock holding. 

Be notified when inventory is running low. 

Export and import CSV inventory file for quantity update for single and across multiple locations.
Set up, track and manage your inventory.

Automatic product page update when the stock is out. 

Cannot export or import inventory CSV files for batch editing. No alert when the stock is running low.
Abandoned Cart Recovery Abandoned Cart Recovery

Available on all plans.
You can customize logo, colors and email texts. 

Plus, you can offer discounts to encourage them to come back.
Available on all eCommerce plans. Automated customizable email. 

Can offer discounts at checkout too by customizing body text.
Types of ProductsTypes of Products
Allow both physical and digital products. Can sell digital products using a free Shopify app called Digital Download app. Customize email templates. 

You can use Sesame app for appointment and booking selling, has a generous free account.
Allow both physical and digital products. Automated email confirmation with a link to customers. Multiple download formats. Add watermark to products, etc. 

Shopify’s very own Orbelo app has generous features for free use and it’s powerful for dropshipping.

 Plenty of other dropshipping apps available. Also good for print on demand.
Modalyst app is Wix’s dropshipping app of choice. It’s more than decent but not as good as Orbelo.
Print on demand and white-labeling also available.

Integrate with Printify, Printiful, and plenty of other apps.
Printify, Printiful and 2 other apps for print-on-demand.
Coupons & DiscountsCoupons & Discounts

Fixed value, percentage, shipping discount or buy x get y free (available online only). 

Plenty of rules to set for your discount (min order, product type, product, collection, etc.) 

Customers can redeem discounts online or in-person (if you’re using Shopify POS)
Coupon discounts can be applied to all products, specific products, specific collections, & subtotal that exceeds a certain minimum.

POS available through Square app integration with Wix
Marketing CampaignsMarketing Campaigns

Create and manage marketing campaigns under the marketing tab. 

Run, manage and track Facebook ads right from within your dashboard.

Add Google Analytics and Facebook pixel for conversion tracking and retargeting ads.
Connect Facebook account to run dynamic ads. 

Add Facebook pixel and Google Analytics for conversion tracking and retargeting ads.
Point of Sale – POSPoint of Sale – POS

Point of sale allows you to offer a seamless shopping experience for your customers online, offline or anywhere in between.

Shopify’s POS subscription is separate from its other plans. Starts free with POS lite, and $89/month for POS Pro. 
Available with integration with Square. It’s actually fairly easy to set it up.
Integrations & AnalyticsIntegrations & Analytics

Shopify is built on a core + extension model. 

Very friendly to third-party apps and integrations. You can add Google Analytics for traffic data and many other third-party integrations. 
Similarly, Wix is also friendly to third-party integrations.
Payment ProcessingPayment Processing

Shopify offers 100+ payment gateways in all their plans. If you live in the US and Canada, the number goes to as high as 150+ payment solutions. 

More choice can sometimes mean analysis paralysis right?
Shouldn’t have to be. Simply choose 2 or 3 payment solutions that will work well for your customers and you’ll be alright. 
Wix offers 65+ payment gateways, here are a few most common:
– PayPal- Stripe- EFT, bank transfer- Check payment- Cash on delivery.

Like Shopify, there’s plenty to choose from that best serve your customers.

These are a few I deemed important to mention but there is a lot more.

Features: Wix vs Shopify – Summary

To be fair, pound for pound, Shopify has an upper hand. Quantity isn’t, and shouldn’t be, the metric one uses to choose a tool. Wix offers features that in most cases are more than plenty to start off, especially for solo entrepreneurs and small businesses. 

Although Wix has plenty of apps to help scale and grow with your business, that exercise can quickly turn out pricey. For example, when you wish to expand beyond an online store and sell on Amazon or eBay, you’ll need third-party apps for that. While all that’s included in Shopify’s basic plan.

Visit Wix>>> Visit Shopify>>>

Apps & Integrations

Shopify and Wix’s built-in features are impressive. As robust as they’re, these platforms’ ability to integrate with third-party apps makes it virtually possible to create and customize your store however way you like. 

Mobile App FeaturesShopifyWix
Process Orders✔️✔️
Manage products & Inventory✔️✔️
Run Marketing Campaigns✔️✔️
Contact Customers✔️✔️
Create Discounts & Coupons✔️✔️
Review Store Perfomance✔️✔️
Sell on Sales Channels✔️✔️
Edit your store✔️✔️

As robust as Shopify and Wix’s built-in features are, you may still need to rely on third-party apps to add additional functionality to your store. From their vast collection of 2500+ apps, it’s safe to say you’d probably find one that meets your needs. 

Shopify’s core + extensions model is well balanced on both sides. 

Their core features are more than enough to get you started and grow with your business (some may disagree).

If it happens you need additional capabilities, you have 2500+ apps to choose from, many of them offering free plans. 

Shopify’s apps, from virtually any category you can think of,  can range in price from as little as $3/month to  $100/month. 
Wix’s ultra focus on design flexibility makes it possible to design and customize your website without ever having to rely on third-party apps, especially page design apps. 

But there is plenty of other things you may need to add apps for advanced functionality e.g. shipping and label printing apps, multi-sales channel, etc. 

Similar to Shopify, their prices range between $3 to $100/month. 250+ apps are available.

Support and Help

As I mentioned before, free doesn’t always mean free. This is especially true when it comes to WordPress. Although the software itself is free, hosting, themes, and add-ons will cost you.

But there is also another intangible cost that one may easily miss. And that is to do with customer support and help. 


Shopify’s customer support is excellent.

You can get help through:
Social media (very active on Twitter)
Email & Chat
Phone (through callback request)

And most of these services are available round the clock. 

In most cases you may not even need to go as far, Shopify Help Center is full of documentation and articles for help. 

You can also visit their Shopify Youtube Channel for video tutorials or ask your question in the Community Forum for help. 
Similarly, Wix offers various help and support channels.

Wix Help Center is by far one the best in the industry.

Wix is available on Social Media, via Email, and Phone Support (only via callback). No Live Chat is available.

Wix also has a Youtube Channel for video tutorials.

Wix vs Shopify: Which is best for me?

When it comes to eCommerce as a whole, there’s no doubt which is best – Shopify. But the fact that it’s better overall, doesn’t necessarily mean it’s best for you.

However, if you need all eCommerce bells and whistles (more payment gateways, full range sales channels, multilingual stores, global store) then Shopify, as an eCommerce champ, will do it for you.

On the contrary, if you need something a little toned down (and cheaper), then Wix offers plenty of features to get you started.

Here is a nice and sweet table to help you decide:

Type of BusinessShopifyWix
Dedicated eCommerce
Physical Products
Digital Products✔️
Coaching, Yoga, etc.✔️
Creative Industry✔️

So, if you’re looking to showcase your content or provide info more or less the same as your online store, then Wix is a better option for you. Otherwise, you’re better off sticking with a dedicated eCommerce platform – Shopify.

Over to you

Now, it’s time to hear from you. What didn’t I mentioned you wish I touched on? What questions specific to your circumstances do you have?

Either way, be sure to let me know by leaving a comment down below.


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