Shopify vs Wix

At first, the idea of this article almost seemed absurd. Who needs a comparison of apples and oranges?

The position has always been: Wix is a brilliant tool for regular websites. Shopify is the go to store builder.

Not much has changed for Shopify, they still focus 100% on ecommerce. Wix, however, has discovered that many of its users are looking for a simpler way to build an online store – simpler even than Shopify.

We are here to tell you which solution is right for your online store. So let’s see if the underdog has a few surprises in store (pun intended):

Rounds Overview

Round 1: Ease of UseGoodExcellent
Round 2: Themes and FlexibilityGreatGood
Round 3: Product presentation and featuresGreatGood
Round 4: Payment optionsGreatGood
Round 5: POS CapabilitiesGreatGood
Round 6: Sales ChannelsGoodOk
Round 7: Customer Logins and Checkout OptionsGoodOk
Round 8: Shipping Cost Settings and Carrier integrationExcellentOk
Round 9: Tax SettingsExcellentExcellent
Round 10: Multilingual capabilitiesOkPoor
Round 11: SSLExcellentExcellent
Round 12: SEO capabilitiesGoodGood
Round 13: PagespeedGreatGood
Round 14: SupportGreatOk
Round 15: Market Place / App StoreGreatGreat
Round 16: PricesGoodGreat

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.

Wix vs Shopify Smart Finder: Answer 5 questions to find your winner!


If you still have some doubts about what’s your best option, read our comprehensive comparison below.

Video Review: Shopify vs Wix

> Try Shopify for free
> Try Wix’s free plan

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 store settings

Wix’s backend

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.

Winner: Wix is hard to beat for ease of use. However, this is probably because their online stores are more basic than Shopify’s.

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 – $300) 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

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

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 arShopify’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.

Winner: both Shopify and Wix present items nicely, but the Shopify apps give more options and flexibility to the platform.

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.
POSYes, through their own Shopify POSYes, through Wix POS (US only), Square and SumUp.
Offline paymentsYesYes
Apple Pay / Google PayYesNo
Other channelsInstagram, Facebook, Pinterest, Amazon, or Etsy (via external app)Instagram and Facebook
Multiple currenciesPossible, 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.

Shopify POS app

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.

wix vs shopify pos

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):



AmazonYes (only for and (only for on Business Unlimited plan)
eBayNo (only via the App Store)Yes (only on Business Unlimited plan)
Buy button (embeddable button that can be added to any website)YesNo

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.

Winner: unless Wix adds more sales channels to its app store, it can’t really compete with Shopify on this one.

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.

Wix ecommerce wishlists


Winner: Shopify and Wix are both pretty even in their customer account features, so this round’s a draw.

Round 8: Shipping Cost Settings and Carrier Integration

Another wide range of options that’s easier to compare in a table here:

Free shippingYesYes
Flat rateYesYes
Weight-based rateYesYes
Create shipping rulesYesYes
Print and buy labelsYesYes, available through USPS, and also via external providers (e.g. Shippo, ShipStation)
Real-time shippingUSPS, FedEx and UPS (not in the entry plan)Only USPS (USA) and Correios (Brazil)
Dropshipping carriersNative integration with Amazon fulfillment, Shipwire and Rakuten, plus app integration with OberloYes, 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.

Winner: while Wix has improved the options in recent years,  Shopify is still in the lead.

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.

wix avalara
Tax setting with Wix

Winner: surprisingly both Shopify and Wix are pretty level in the tax arena.

Round 10: Multilingual Capabilities

On Shopify’s pricing page you’ll see that every plan supports up to 20 languages. Great, isn’t it? Sounds like a natively integrated language tool that is … free?

Unfortunately that’s not the case at all. Shopify indeed allows you to enable additional languages, and also let visitors select their preferred language (provided your theme is compatible – many of the free themes are). These will get added as a subfolder to your URL (e.g.

But here’s the catch: you’ll still need to use a third-party app to be able to add/display translations, which will set you back another $20 a month on average. All Shopify plans allow up to 20 language versions (including the $2000 a month Shopify Plus plan).

Of course, that’s still much better than what Wix is offering: they do 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.

Winner: Shopify is by far better at multilingual sites, although there’s still plenty of room for improvement – it would be great if a third-party translation app wasn’t required.

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, and you can also add a Facebook Pixel code to track your ecommerce conversions on social media.

Wix Products’ SEO Options

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.

Winner: Both are fairly good, except for the way they handle (some) URLs.

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
Shopify Live Chat

Wix also has a great marketing blog and well-written tutorials. Their personal support channels are also similar to Shopify’s – they offer phone support (specifically, a callback service limited to business hours), live chat (available 24/7 in English + other languages), and forums. The community is also huge, so you won’t feel alone with your problems.

Winner: After testing both options, we have to say we received better answers from the Shopify support. Wix’s support also felt a bit salesy at times.

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 app market

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 monthN/ABusiness Basic plan: Unlimited physical products.

  • No sales fee
  • Also around 2.9% + 30¢ per transaction (Wix Payments, Stripe Paypal, etc.)
  • Free domain for a year
  • Abandoned cart recovery
  • Real-time carrier shipping (USPS only)
  • Gift cards (via external app)
For $26-27 a monthShopify Basic: Unlimited products. No free domain.

  • 2.9% + 30¢ card fee with Shopify payments
  • Extra 2% gateway fee if you don’t have Shopify Payments
  • Abandoned cart recovery
  • Automated sales tax (USA)
  • Digital products
  • Print shipping labels & get shipping discounts
  • POS Integration
  • Dropshipping (Oberlo)
Business Unlimited: Adds advanced ecommerce features

  • Same 2.9% + 30¢ per transaction
  • Free domain for a year
  • Subscription and recurring payments
  • Automated sales tax internationally with Avalara app (up to 100 transactions/month)
  • Label printing and advanced shipping apps
  • Dropshipping (Modalyst, Spocket and 365Dropship)
  • Product reviews
For $49 a monthN/ABusiness VIP: all ecommerce features

  • Automated sales tax for up to 500 transactions/month
  • Custom reports
  • Loyalty program (
  • Priority support
For $71 a monthShopify (that’s what the standard plan is called):

  • 2.6% + 30¢ card fee with Shopify payments
  • Extra 1% gateway fee if you don’t use it
  • Same features as above, plus gift cards and pro reports.
  • The ability to use international domains for different countries, and set international pricing (allows you to charge higher prices for different countries/regions)
For $266 a monthAdvanced Shopify:

  • 2.49% + 30¢ card fee with Shopify payments
  • Extra 0.5% gateway fee if you don’t use it.
  • Advanced report builder
  • Real-time carrier shipping
  • Up to 15 staff accounts
  • International pricing per product variant

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:

Large & Medium Stores


Shopify Review


Small Stores


Wix Ecommerce Review



























Yes Chat

Yes Email

Yes Telephone


Yes Chat

Yes Email

Yes Telephone

Show prices

Show prices




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.

So was it really comparing apples to oranges? 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

And there you go! Hopefully, this should clarify a few things for you. Just don’t forget to compare these two platforms with Squarespace, WooCommerce, and the other ecommerce solutions out there.

Let us know if you have any questions in the comments!

Latest updates:
05 Nov 2021: Wix live chat support now available
18 Oct 2021: Smaller corrections
05 Oct 2021: Multilingual feature updates (now up to 20 languages supported)
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.

About Josep Garcia, M.A. Multimedia Applications (UOC)

josep garcia

Hi there, I am Josep Garcia. Since 2014 I've been testing and writing about website builders and hosting services, and I share all my learnings at I hope you enjoyed this article, but of course, if you have any questions, please leave me a comment below.

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