This may come as a surprise, because the Wix store isn’t the first name you’d think of for an online business. But in this in-depth, stamina-filled fight with Shopify, we’ll see if it’s worthy of your consideration. Who knows, the underdog might have a few surprises in store (pun intended).
|Round 1: Ease of Use||Good||Excellent|
|Round 2: Themes and Flexibility||Great||Good|
|Round 3: Product presentation and features||Great||Good|
|Round 4: Payment options||Great||Good|
|Round 5: POS Capabilities||Great||Good|
|Round 6: Sales Channels||Good||Ok|
|Round 7: Customer Logins and Checkout Options||Good||Ok|
|Round 8: Shipping Cost Settings and Carrier integration||Excellent||Ok|
|Round 9: Tax Settings||Excellent||Excellent|
|Round 10: Multilingual capabilities||Ok||Poor|
|Round 11: SSL||Excellent||Excellent|
|Round 12: SEO capabilities||Good||Good|
|Round 13: Pagespeed||Great||Good|
|Round 14: Support||Great||Ok|
|Round 15: Market Place / App Store||Great||Great|
|Round 16: Prices||Good||Great|
Wix vs Shopify: What’s the main difference?
Wix offers beginner-friendly ecommerce features geared towards small online stores with less than 300 products. Instead, Shopify is suitable for much larger stores as it’s built to easily manage thousands of store items. Wix’s Business Basic plan starts at $23/month whereas Shopify Basic is $26/month.
Video Review: Shopify vs Wix
Round 1: Ease of Use
While Shopify claims to be the best solution for online stores, it never said it was the easiest to use. However, their user experience is so well designed that you need very few clicks to create your first store in minutes. Adding products and variants is a breeze, and we love the way they link to tutorials – very useful for complete beginners. This is particularly helpful, because setting up a Shopify Store is quite a serious affair. You’ll need a good couple of hours minimum to configure everything right.
Wix, like many other solutions, also claims to be the best. But one point they really insist on is being super easy to use for creating websites and online stores. We agree. In fact, we’d happily call Wix one of the easiest website builders out there. Their user experience is excellent, and their tutorials and step-by-step guides are well written and easy to use.
Adding an ecommerce module is just as intuitive, by the way. And if you want to create an online store even faster, you can also use Wix ADI that employs artificial intelligence to produce a ready-made template in seconds.
Round 2: Themes and Flexibility
When it comes to creating your virtual storefront, Shopify certainly makes things easy with their 60+ themes. They are modern, sleek and responsive, so they look good on desktops and mobiles. Want to customize them? The live editor is great fun and gives excellent results. If you know CSS and HTML, you can also tweak them to your heart’s content. The only snag is that you have to pay a one-time fee for most themes ($140 – $180) as only around 10 of them are free (although each has several variants). Veeqo has put together a few nice examples here.
Shopify’s free templates
Wix has 60 completely free ecommerce templates. They look as modern and stylish as Shopify’s, and we really like their catalog galleries. Unfortunately, Wix’s templates aren’t always fully responsive, so you sometimes need to rearrange elements manually to display them on smartphones a certain way (Wix Editor X tries to solve this, although it still hasn’t quite taken off). And while creating a website with Wix generally gives you tons of flexibility, in-depth customization via code such as HTML or CSS isn’t as complete as with Shopify (unless you use the not-so-popular Wix Velo, which is geared towards techy users).
Winner: The Shopify themes take the lead because they are responsive and ecommerce focused. This will allow you to customize the look of your store. Wix isn’t that flexible, especially with product pages.
Round 3: Product Presentation and Features
At first, it might seem strange how Shopify has fewer features than Wix for presenting your wares. You can only add 3 variants in Shopify for size, color or material. Wix gives you 6 variants and up to 100 options, for example, to choose different colors. Both let you create titles, descriptions, and image galleries with cool zoom effects. But Shopify doesn’t support carousel videos in all its themes, or (easily) allow for product customizations, ribbons, size charts or wishlists – while Wix does.
Wix’s Product Images
Having said that, it all changes when you start digging deeper into Shopify’s extra apps. You can find a great range of free and paying add-ons, which will enable reviews, Facebook stores, eBay item importers, and tons more. And there is one really exciting and (so far) unique Shopify feature: Augmented Reality. This allows you to use your smartphone to navigate around the product and view every little detail.
Shopify’s Augmented Reality Demo
It’s worth noting that Wix also has its own App Market; however, its 300 apps probably won’t be able to take customizations as far as Shopify’s 6,000.
Long story short – while you may not be able to customize product pages out of the box as easily as with Wix, Shopify more than makes up for it with its unbeatable range of integrations and add-ons.
Round 4: Payment Options
There are a lot of options here, so let’s get a better overview in the following table.
|Credit Card payments||
Yes. Credit card transaction fees of between 2.4 – 2.9% through Shopify Payments. No additional fees.
If you don’t/can’t use Shopify Payments, additional fees of between 0.5 – 2% will be charged for the hundreds of other gateways they support.
|Yes, through Wix Payments, Paypal, Stripe, Square and more (depending on region). Payment processing fees vary. Wix doesn’t charge additional transaction fees.|
|POS||Yes, through their own Shopify POS||Yes, through Wix POS (US only), Square and SumUp.|
|Apple Pay / Google Pay||Yes||No|
|Other channels||Instagram, Facebook, Pinterest, Amazon, or Etsy (via external app)||Instagram and Facebook|
|Multiple currencies||Possible, but needs a workaround.||Can display prices in different currencies, but you won’t actually be able to sell in those currencies.|
Winner: clearly, Shopify has a lot more options to sell items everywhere. Just be aware that Shopify Payments is only available in certain countries (read review). If you’re outside one of these countries, you’ll be charged up to 2% in additional transaction fees.
Round 5: Point of Sale (POS) Capabilities
We briefly mentioned Shopify and Wix’s POS capabilities in the previous round, so let’s dig into that a bit further.
If you have a physical store, you’ll be glad to know that both Shopify and Wix offer their own POS solutions for integrating online and offline experiences. There are a few key differences, though.
Shopify POS is an app that allows you to sell in-store using just your iPhone or iPad. If you’re in the US, Canada, UK or Ireland, you can also purchase hardware such as card readers and receipt printers directly from Shopify (otherwise, you can use your own hardware, as long as it’s compatible). You can use Shopify POS in any country where Shopify has supported credit card payment providers.
The Shopify POS app
The app is powerful, letting you sell products, customize checkout screens, accept payments, track inventory, set up customer profiles, and more. You can even send digital receipts, and allow customers to browse in-store and buy online by sending shopping carts via email.
The best news? If you opt for the POS Lite plan, it’s free. The not so good news? If you want to access advanced features such as in-store pickup, staff logins and smart inventory management, the POS Pro plan will set you back $89/month. It is free if you have Shopify Plus, however.
Wix POS offers a similar list of features with their free app, with added bonuses such as local delivery, curbside pickup, and unlimited staff accounts. But, there are a few big caveats. For one thing, Wix POS is currently only available in the US, and only for supported business types. For another, you’re required to purchase Wix’s hardware as other types of hardware aren’t supported – and with POS kits starting at $550, they aren’t cheap.
The Wix POS app
If you’re not in the US, there is a workaround available – you can sell via mobile using the Wix Owner app, and accept payments through either Square or SumUp. This isn’t really ideal for a physical store though, as you’ll be missing out on a lot of important features.
Winner: no surprises here – with more features, optional extra hardware, and wider availability, Shopify takes out the POS round. If you’re located in the US however, Wix POS might still be worth looking into because it offers free extras (e.g. local delivery, staff accounts) that Shopify will charge for.
Round 6: Sales Channels
Of course, online selling isn’t just about selling through a store. Nowadays, ecommerce owners know that they can significantly increase their revenue through additional online channels, such as social media and online marketplaces.
So, which of these channels do Shopify and Wix integrate with? Natively, you’ll be able to set up the following sales channels with each platform. (By ‘natively’, we mean that means that it just takes a couple of quicks to set the integration up, and you’ll automatically be able to see your Shopify store products in that channel once they’re integrated):
|Amazon||Yes (only for amazon.com and amazon.ca)||Yes (only for amazon.com on Business Unlimited plan)|
|eBay||No (only via the App Store)||Yes (only on Business Unlimited plan)|
|Buy button (embeddable button that can be added to any website)||Yes||No|
Beyond native integrations, you can also access additional sales channels via Shopify and Wix’s respective app stores. The Shopify App Store allows you to sell via Google, TikTok, Pinterest, eBay, Walmart Marketplace, LYST, Etsy and more (note that referral or subscription fees are sometimes charged).
Wix App Market doesn’t offer quite as many (we could really only find an Etsy integration, with mixed reviews). It does allow integration with Multiorders, which gives you access to additional marketplaces, although it’s probably not worth it for just the extra sales channels alone, as plans start at $49/month.
Round 7: Customer Logins and Checkout Options
Shopify gives you great options if you want your users to register before going to the checkout. It can be mandatory, optional, or prohibited, and it’s easy for users to subscribe by filling in some basic information.
Customers can benefit from being able to access order history, order statuses, and pre-filled delivery and payment information during checkout. Orders are also retroactively associated with accounts (based on email addresses), in case a customer makes a purchase and then creates an account later on.
From your side of things, you can add users manually or import a list via CSV. You can sort them through a tag system.
Wix also lets you add a members area to your checkout process so repeat buyers save time by logging in. Much like Shopify, it also allows customers to view order status, track orders, manage addresses, view subscriptions and save payment information. One extra bonus – it lets customers view wishlist products they have saved.
Round 8: Shipping Cost Settings and Carrier Integration
Another wide range of options that’s easier to compare in a table here:
|Create shipping rules||Yes||Yes|
|Print and buy labels||Yes||Yes, available through USPS, and also via external providers (e.g. Shippo, ShipStation)|
|Real-time shipping||USPS, FedEx and UPS (not in the entry plan)||Only USPS (USA) and Correios (Brazil)|
|Dropshipping carriers||Native integration with Amazon fulfillment, Shipwire and Rakuten, plus app integration with Oberlo||Yes, via Modalyst, Spocket and 365 Dropship|
While both provide some decent options for shipping, Shopify takes it even further with its own Shopify Shipping service. Store owners in the US, Canada and Australia can offer calculated shipping rates and buy discounted shipping labels, thanks to Shopify’s partnership with carriers such as USPS, UPS, DHL Express, Canada Post and Sendle.
On top of that, there’s also the Shopify Fulfillment Network, which lets retailers in the US and Canada pack and ship products from fulfillment centers located around the US. Advantages include same-day delivery, free packaging, and discounted shipping rates.
Round 9: Tax Settings
Shopify gives you plenty of freedom to include, or exclude taxes from the prices displayed on your store. They also support automatic tax rates for different countries and registration-based taxes. A cool trick that can save you time, but worth double-checking.
Wix lets you enable or disable taxes, and set them on a region-basis. Using the free Avalara app, your Wix store will also calculate tax rates automatically. You can even define product categories for special tax rates (e.g. many EU countries charge lower VAT for food). Note that this app is only included in the Business Unlimited ($27/month) plan and above.
Tax setting with Wix
Round 10: Multilingual Capabilities
This has been a sore point of Shopify users for a long time. To this day, you still cannot create a multilingual site natively. However, there are “hacks”. You can buy bilingual themes (expensive) or third-party apps to translate the content (which will set you back another $20 a month on average). Most Shopify plans allow for up to 5 language versions. Or if you want to fork out a whopping $2000 a month for the Shopify Plus plan, you can get up to 20 languages.
Wix does have a multilingual feature but it’s not SEO-friendly unfortunately (it uses the same URLs for all languages). Better than nothing but we’d not recommend it.
Round 11: SSL
Winner: both Shopify and Wix offer SSL encryption with all their plans. Both ecommerce builders also allow your customers to check out on your own domain, which builds trust. This is a win-win for everyone.
Round 12: SEO
Both Shopify and Wix are pretty good when it comes to search engine optimization practices. You can modify your page titles, descriptions, headings, alt texts and redirects. Sitemaps are available under yourdomain.com/sitemap, and you can also add a Facebook Pixel code to track your ecommerce conversions on social media.
Wix Products’ SEO Options
The only strange things worth mentioning are that Shopify and Wix don’t play so nice with URLs. Shopify adds “/collections/” or “/products/” to some of them. Wix adds “/product-page/” to product pages so you cannot get full control over your URL. However, if you modify a URL, Shopify lets you click a box to automatically create a redirect from the old page. Wix only reminds you to do it.
Round 13: Shopify or Wix, which one is faster
Our GTmetrix test with a Shopify website gave an A rating (92%) and a score of 85 with a Pingdom test. These are very good results, especially with a loading time of between 1 and 4 seconds.
Wix, seemed a little bit slower with a GTMetrix Test score of 65% (D ranking) and a Pingdom test result scoring 82. The load time took up to 9 seconds in some tests, which isn’t ideal for your users or SEO. Wix also didn’t score particularly well in our big speed test of 11 different website builders.
Winner: The tests give Shopify a bit of an edge, although Wix isn’t bad either. But the point should still go to Shopify because you can access the source files to optimize the code manually (if you know how).
Round 14: Support
Shopify offers 24/7 support via chat, email and phone. Their tutorials are generally clear and helpful, and the large community means you are likely to find answers in the numerous forum threads. The cherry on the top is Shopify’s excellent marketing blog, where you can find good info on how to grow your business.
Shopify Live Chat
Wix also has a great marketing blog and well-written tutorials. However their support is only offered via phone or forums, and it is limited to business hours. On the plus side, the community is also huge, so you won’t feel alone with your problems.
Round 15: Market Place / App Store
Shopify and Wix have huge market places, with tons of apps (we counted close to 6,000 for Shopify) from third-party developers and from the platforms themselves. In both cases, some apps are free, some aren’t.
Wix’s App Market
The main difference is that Shopify’s apps are all related to ecommerce. With Wix, you are also looking at apps designed to enhance your website or blog. These can be industry-specific, for instance, related to hotels, restaurants or event planning.
Winner: hard to judge here, it will depend on the kind of products you are selling. But generally speaking, Shopify’s apps are more likely to extend your store, and Wix’s apps will help your website as a whole.
Round 16: Prices
Although there is a Shopify plan called Lite, a shopping cart plugin for existing websites, at $9 a month, most people will need the Basic Shopify Plan, starting at $26 per month. For Wix, your first option is Business Basic, which starts at $23 per month. For more in-depth comparison of the respective plans, please refer to our Shopify Pricing guide and Wix Pricing guide.
But broadly speaking, the main things to keep in mind are:
- Unless you use Shopify Payments (as mentioned above in Round 4), you will need to pay fees on all transactions, even offline sales. There are no such fees with Wix.
- Shopify limits the amount of staff accounts you can create. It’s 2,5 or 15 depending on the plan. There is no limit with Wix.
For everything else please check this handy table (prices shown are monthly costs for an annual subscription):
|For $23 a month||N/A||Business Basic plan: Unlimited physical products.
|For $26-27 a month||Shopify Basic: Unlimited products. No free domain.
||Business Unlimited: Adds advanced ecommerce features
|For $49 a month||N/A||Business VIP: all ecommerce features
|For $71 a month||Shopify (that’s what the standard plan is called):
|For $266 a month||Advanced Shopify:
Winner: Overall you can see that Wix is generally the cheaper option but Shopify’s features are more refined most of the time. But overall we prefer Wix’s lower prices.
Our Side-by-Side Comparison
Now, let’s take a real deep look inside Shopify and Wix eCommerce. Check out the direct comparison:
If you are just looking at the end result of this battle, Shopify clearly wins 14:7! They know ecommerce inside out as that’s what they do day in, day out.
But not that fast. While Shopify is the best solution for a sizeable online store, Wix can also be the right choice for many use cases. Here’s where we would recommend either platform.
Choose Shopify if:
- You need a solution for a serious ecommerce to scale and sell everywhere around the globe.
- You need all the bells and whistles (international currencies, full range of marketplaces, etc.)
- You need multilingual stores
- You want more payment gateways and superb POS features
- You need live support
A Wix store is best if:
- You want an easier (and cheaper) way to build an online store
- The store isn’t the main goal of your website
- Creating content is the main way for you to acquire traffic (blog, landing pages etc…)
- You want more design flexibility
Let us know if you have any questions in the comments!
16 Apr 2021: General update, POS and sales channel comparisons added
28 Dec 2020: Wix now also supports gift cards
19 Oct 2020: New pricing structure for Wix
24 Feb 2020: Video review added
15 Jan 2020: Supported sales channels and other smaller updates
22 Aug 2019: Tax rate settings updated.
22 Apr 2019: Wix added store logins and a few other updates.
26 Oct 2018: Side by side comparison added.