If you’re interested in building a website - or replatforming your current one - you’ve likely stumbled upon the Shopify vs. Wix conversation. Both platforms have pros and cons, so choosing between the two may seem like a daunting decision.

Today, we’ll simplify the narrative, and compare the platforms feature by feature. This way, you’ll gain a greater understanding of how Shopify and Wix work, and, more importantly, how well each platform can work for you.

What Are Shopify and Wix?

Before breaking down the details, let’s discuss the fundamental purpose behind each platform.

Shopify is one of the largest eCommerce brands on the globe, boasting some extremely well-known users - Staples, Heinz, and Lindt, just to name a few. The platform was created as an all-in-one eCommerce store builder for users with little to no coding experience. With it, entrepreneurs can emerge as online retailers in as little time as one hour.

On the other hand, Wix is a world-class online software company. The platform allows users to create content-based sites (like blogs, portfolios, and news sites) with little to no coding knowledge or experience. Since 2006, Wix has helped hundreds of millions of clients to easily craft an online presence.

So, out of the two popular options, which platform is best for you? Let’s break down the features of each, starting with the site-building process.

Shopify vs. Wix - Setup

Building your site from scratch should only happen once, but you’ll likely want to make changes and updates as your brand evolves and grows. So, how do Shopify and Wix compare against each other in this area? Let’s find out.

Template Options

Shopify offers 9 free and 70 paid templates, each with 2-3 variants, so options are plentiful when it comes to making a design decision. Plus, all templates are 100% mobile-responsive, which is preferred by Google. After all, appeasing Google is important for organic traffic!

Shopify also offers full access to the CSS and HTML, should you choose to delve deeper into the code for personalizations. Going even further, Shopify makes it easy to switch templates, saving all of your customizations and implementing them appropriately on the new theme.

On the other hand, Wix offers 800 templates free of charge. However, the themes use absolute positioning based on pixel, which means users need to create two different versions for desktop and mobile use. Plus, if you want to switch templates, you’ll have to rebuild the whole site from scratch.

Site-Builder Usability

When it comes to building your site and laying out content, Shopify uses one editing interface. In other words, users make edits in the back end, then preview or publish to see the changes. The builder is simple to use and intuitive to learn - it’s been coined a WYSIWYG (what you see is what you get) editor. On the downside, Shopify is not as flexible in regards to layout as its competition, but most say it takes the edge in ease of use.

Speaking of the competition, Wix offers a few different editors from which users can choose. The Wix Editor is simple to use and reflects changes as they are made. Users simply select content and edit it all in one place. Wix’s ADI (Artificial Design Intelligence) asks a few questions, then automatically populates a design based on the user’s answers. Finally, Wix’s Velo system offers access to the platform’s API for developing greater website functionality.

Though Wix offers three different editors for users of all levels, most business owners prefer Shopify’s simple, streamlined site builder. For that reason, in regards to usability, the Shopify vs. Wix comparison is close, but the former seems to reign victorious.

Managing Site Content

CMS Features

The content management systems for both Shopify and Wix are strongly suited to each platform’s purpose, as discussed earlier. For the former, the CMS is more focused on eCommerce. For the latter: website-building.

However, along those lines, Wix does provide a wider range of website building components, like galleries, social icons, forms, and lists. With Shopify, users either need to utilize a page type containing the desired component or install an app to do so. Thankfully, if you have HTML skills, both platforms allow for easy HTML configuration.

Importing/Exporting Content

When it comes to transferring content, both Shopify and Wix utilize a straightforward CSV method. However, while Wix limits users to 5,000 exports and does not allow for the exporting of digital goods, Shopify allows for the exporting of all products, without limits.

Plus, Shopify has a better exporting system for other content, like pages and posts, using a third-party app. Trying to do this in Wix is more difficult and requires a somewhat technical work-around.


While both platforms facilitate the creation and categorization of blog posts to an available RSS feed, Wix utilizes tags and categories for organization, while Shopify only uses the latter. And, as a further, yet slight, advantage to Wix, users can easily feature “strips” of blog posts on other website pages, something that requires a third-party app to do with Shopify.

Shopify vs. Wix - eCommerce

Though site set-up is an important factor in your platform decision, it’s imperative to take note of the continued commercial functionality available to you, especially if you plan to sell products online. Let’s discuss how the platforms compare in these regards.

Product Options and Variants

Shopify offers users up to 3 product options (size, color, etc.) and 100 variants (combination of color, size, etc.) with the ability to do away with all limits from a third-party app. Plus, users can create custom code for customized purchases.

On the other hand, Wix offers users 6 product options and 1,000 variants. Plus, it’s easy to add custom fields to products for creative or unique item qualifiers.

Payments, Currencies, Taxes, Languages

Payment Gateways

The payment gateway is the system that processes payments when customers check out. Shopify has its own payment gateway (simply named Shopify Payments) which integrates with 100+ common, trusted payment processors. However, if you wish to deviate and utilize a third-party payment processor, Shopify does tack on a small percentage fee per transaction (discussed in the Plan Pricing section below.)

Wix also has its own payment gateway called Wix Payments. Unfortunately, this processor only integrates with around 50 additional payment gateways. Although, if you choose to utilize a third-party processor, Wix does not charge any additional fees.


Shopify understands how important global commerce is, and, for that reason, offers full multi-currency payments. By utilizing Shopify Payments and their innovative geo-location tool, users can present prices automatically to users based on their local currency, and allow customers to check out in the same currency, too.

On the other hand, Wix offers users the ability to present prices to shoppers in their own currency by use of an app, but does not support checkout in visitors’ own currency. In this Shopify vs. Wix match-up, Shopify definitely takes the win.


Speaking of global shoppers, Shopify allows users to create up to 5 different language sites (or 20 on their enterprise-level plan, Shopify Plus.) Comparatively, the Wix editor supports multiple languages on any payment plan with no language limits.

Tax Calculations

Taxes can cause quite a headache for entrepreneurs, especially as business begins to grow. Shopify makes it easy, offering built-in tax calculating features with no limits to calculations per month. This works fully in the US, EU, UK, and Canada.

Utilizing a third-party app called Avalara, Wix helps users apply correct tax rate calculations. However, users must be on the Business Unlimited plan or higher to avail themselves of this feature. Wix also implements a limit to certain tax calculations per month, based on the business plan selected (discussed in the Plan Pricing section below.)

Shipping Options & POS

In terms of selling and shipping, entrepreneurs have many options. Here’s what each platform offers:

  • Shipping: Shopify facilitates built-in, real-time shipping quote rates to the US, Canada, and Australia, along with postal service discounts of up to 88%. Wix provides real-time carrier shipping rates via USPS (US) and Correios (Brazil.) To add more suppliers to either platform, you’ll need to install a third-party paid app.
  • Dropshipping: If you may be interested in dropshipping, Shopify is likely the better choice. The platform integrates seamlessly with many of the popular dropshipping companies via third-party apps. Wix is only beginning to offer integrations to dropshipping companies for users on the Business VIP plan or higher.
  • VAT MOSS: To sell digital downloads up to 5GB in size on Shopify, you simply must add the option - it comes at no additional charge. Thankfully, Shopify also handles the EU VAT MOSS tax automatically. Wix allows users to sell digital goods straight out of the box, but only up to 1 GB in size. Plus, Wix does not handle VAT MOSS tax calculations.
  • In-Store POS: In the Shopify vs. Wix debate, the former dominates when it comes to POS systems. The POS is tightly integrated to work seamlessly as a key feature of Shopify, not just a clunky add-on. Plus, it comes with dedicated POS support, hardware, and reporting. Users can even upgrade for heavy usage, opening up functionality like defined staff roles, unlimited register usage, and buy-online-collect-in-store capabilities. Users with Wix will need to purchase and integrate third-party hardware to utilize Wix POS.

Email Marketing

Email marketing is vital, so let’s compare how each platform facilitates usage of it. First, Shopify allows users to send 2,500 emails per month for free, plus $1 for every additional 1,000 messages. Plus, Shopify automatically sends one follow-up email to shoppers who abandon carts.

On the other hand, Wix allows users to send 3 newsletters per month to up to 5,000 subscribers for free, with the option to upgrade these limits on a paid plan. Plus, Wix sends two abandoned cart recovery emails.

Both platforms’ email systems are quite basic, and cannot rival dedicated third-party email marketing tools. However, if your email needs are basic, either platform will adequately do the job.

Shopify vs. Wix - Functionality

As you navigate the competitive online marketplace, certain functions of your site may work to your benefit - or detriment. Ensure your company is on the most effective path to success by carefully choosing the platform that goes to work for you.

Platform Mobile App

Unsurprisingly, the mobile apps for Shopify and Wix excel better in each respective platforms’ main purpose. Let’s elaborate:

  • Shopify actually provides a few apps, including ones for POS, chat, and logo creation. However, Shopify’s main mobile app serves users with an abundance of eCommerce functionality. Entrepreneurs can utilize the app to view and edit insights, store data, sales reports, product information, and more.
  • The Wix mobile app succeeds in allowing users to make general edits to the site, like editing blog posts, managing events, and adding images to pages. Any eCommerce functionality from the Wix app is quite limited.

Integrations & Applications

With either platform, users are very likely to, at some point, install integrations and applications that extend site functionality.

Shopify’s app store contains over 4,000 carefully reviewed applications and add-ons. Comparatively, Wix’s store of around 250 apps allows users to add certain features to their site, while available integrations are actually found on the site dashboard.

To dive a little deeper into this comparison, you can browse Shopify’s App Store and the Wix App Market to compare the features you think you’re most likely to require.

Data Capture & Compliance

To capture customer data on a Shopify site, users will need to create a form by utilizing a page template or type that contains the desired form information, or install a form building app using the app store or custom code. Wix makes it slightly easier by featuring an automatic, drag and drop form builder to create the fields you wish and in the order you choose.

However, when it comes to data compliance, both platforms need to be sure to display adequate privacy/cookie notices, process data securely, and gain explicit consent for mailing lists, at the very bare minimum. Shopify and Wix both provide quite a few third-party apps to cover all of the bases in this regard; however, you should always be sure to contact a legal consultant to be sure.

Search Engine Optimization (SEO)

While both platforms facilitate simple SEO techniques like editing page titles, meta descriptions, and headers, this section of the Shopify vs. Wix debate is easily settled. Here’s why:

  • Shopify features fully responsive pages for mobile-first indexing, which is preferred by Google. Wix does not.
  • Shopify uses AMP on product pages which raises their ranking for SEO, increasing the likelihood customers will land directly on the products for which they search. Wix only allows AMP on blog posts.
  • Shopify automatically creates 301 redirects when users change page or product URLs. With Wix, creation is manual.
  • Shopify sites have the ability to meet Core Web Vitals requirements. Wix sites do not.

One advantage Wix takes over Shopify in regards to SEO is the ability to create cleaner, search-engine-friendly URLs. However, overall, Shopify is the best choice if you rely heavily on organic search traffic.

Customer Support & Assistance Options

No matter how intuitively a platform is created, at some point, a question or two are bound to arise. Thankfully both platforms offer assistance in this regard.

Shopify users can avail themselves of email, telephone, and live chat assistance. Plus, Shopify has curated an extensive FAQ and reference guide, covering virtually every topic related to the platform. On the other hand, Wix allows users to receive help via email, telephone, or thorough online FAQ guides.

Shopify vs. Wix - Plan Pricing

Before concluding this article, we need to devote some discussion to the financial investment involved with Shopify and Wix. Shopify offers five plans in total, ranging from basic to enterprise-level use. Here are the main differences between the tiers:

Shopify Payment Plans

Shopify Lite

Basic Shopify


Advanced Shopify

Shopify Plus

$9 per month

$29 per month

$79 per month

$299 per month

Average $2,000 per month

No online store builder; allows selling via Facebook page and in physical location

Up to 2 staff accounts and 4 inventory locations; no reporting or international pricing/domains; 2.9% + $0.30 credit card charge per transaction and 2% transaction fee for third party payment gateway

Up to 5 staff accounts and 5 inventory locations; standard reporting; no international pricing per variant; 2.6% + $0.30 credit card charge per transaction and 1% transaction fee for third party payment gateway

Up to 15 staff accounts and 8 inventory locations; advanced reporting; 2.4% + $0.30 credit card charge per transaction and 0.5% transaction fee for third party payment gateway

For enterprise-level businesses; expand business further via API; automate more complicated business tasks; integrate with more complex systems

On the other hand, Wix offers nine payment plans in total, separating the tiers based on traditional website or e-commerce usage. The website plans cannot facilitate any eCommerce, so they are best suited for galleries, portfolios, or simple blogs. Here is a breakdown of the main differences between the Website plans:

Wix Website Payment Plans






$0 per month

$14 per month

$18 per month

$23 per month

$39 per month

Limited functionality; no connecting to a domain; displays a permanent Wix advertising banner at the top of the page

3 GB storage; 30 minutes of video

10 GB storage; 1 hour of video; $300 ad vouchers; 1-year site booster; 1-year visitor analytics app

20 GB storage; 2 hours of video; all benefits of Unlimited plan plus free 1-year calendar app, professional logo, and social media logo files

35 GB storage; 5 hours of video; all benefits of Pro plan

For business or eCommerce use, Wix provides four different plan options:

Wix Business & eCommerce Payment Plans

Business Basic

Business Unlimited

Business VIP


$23 per month

$27 per month

$49 per month

Starting at $500 per month

20 GB storage; 5 hours of video; $300 ad vouchers

35 GB storage; 10 hours of video; $300 ad vouchers; multiple currencies; automated sales tax up to 100 transactions per month; advanced shipping; up to 60% USPS discounts; sell on marketplaces; dropshipping up to 250 products; 1,000 reviews

50 GB storage; unlimited video hours; $300 ad vouchers; customized reports; priority customer care; multiple currencies; automated sales tax up to 500 transactions per month; advanced shipping; sell on marketplaces; dropshipping of unlimited products; 3,000 reviews; loyalty program

Custom-tailored solutions for enterprise-level businesses with personalized plans, custom roles and permissions, advanced integrations, custom storage, enterprise-grade security, and scalable billing solutions

Depending on the goals and needs of your site, either Shopify or Wix could be the better choice in regards to pricing. Be sure to base your decision not only on the investment but on the features and services made available to you from each platform.

And, the Winner Is…

In terms of website-builders, the word “best” is subjective. Depending on your needs and goals, either Shopify or Wix could be the best choice for you. After reviewing all of the facts and features of each platform, here’s how they measure up:

If you’re looking to set up a simple, content-based website to feature blogs, articles, or galleries, Wix seems like the winner. However, if you want (or think future-you may want) to sell products, Shopify is the better-suited option for anything involving eCommerce.

Feel free to reach out to our eCommerce experts with any questions about Shopify or anything eCommerce related. Or, check out one of our other eCommerce comparisons:

Shopify vs. WordPress

Shopify vs. BigCommerce

Shopify vs. Squarespace

Shopify vs. WooCommerce

Shopify Plus vs. NetSuite