In our general Wix review, we were quite impressed by the website builder’s visual strengths and ability to create a professional and modern looking website. Now, imagine you could sell your t-shirts, custom-made furniture, digital products like music and ebooks, or even subscription boxes, directly through your website. Wouldn’t that be handy? Spoiler alert: “Wix eCommerce” makes it possible!
Wix now powers more than 700,000 stores, having added around 200,000 in 2020 alone.
But is it also a sensible choice for you? Let's see how Wix eCommerce works, and for what type of ecommerce business it makes sense.
How do I open a Wix online store?
The best way is to start with the free plan. It doesn’t cost a penny, and even better, you don’t have to install any software on your computer. Everything runs directly in your browser, so you don’t need any technical skills. Whether you are a beginner or tech-savvy user: it doesn’t matter! Wix eCommerce is meant for small to mid-sized stores.
You can either choose a free template and customize it yourself with the Wix drag-and-drop editor, or build your site with Artificial Design Intelligence (ADI). Wix ADI allows you to answer a few questions about your business type and design preferences and it builds the site for you in a matter of minutes, with placeholder images and content included.
It's now also possible to sell via Facebook and Instagram. Once connected, your visitors can tap your photos to purchase the item in your Wix store. Other sales channels that you can connect to include eBay and Amazon.com (plus a whole lot more if you use the Multiorders app).
Even though you can’t sell anything with the free version yet, you can play with the store settings and get a feel for the platform. Typically, you would pick an eye-catching ecommerce template and start adding your products. You can add as many products as you want.
Next, jump to the store settings to check out your tax and shipping rates. There you decide who can order your articles. If you are a merchant from the US, you might even offer real-time shipping rates. Thanks to the free Avalara app you can get automatic sales tax and VAT calculations - worldwide!
Wix eCommerce provides three payment options for your customers: credit card, PayPal and offline payments like cash or money transfer. They don’t charge any additional transaction fees like other online store builders sometimes do. In order to see if everything works correctly, you can make a test purchase.
How much is Wix eCommerce then?
Wix eCommerce starts at $23 per month for their Business Basic plan. Their VIP plan has the exact same online store features, but includes extras such as the ability to sell subscriptions, sell in multiple currencies, and automated sales taxes .
So when you like what you have seen in the free version, you basically pick the dedicated eCommerce plan, and you are all set to start selling. You don’t have to begin from scratch again. No bad surprises here!
Wix App Market: the Sky’s the limit!
If you’re looking for a feature that you can’t find in the editor, you should check out Wix’s App Market. There you will find apps to enhance your ecommerce store with useful features like live chat, a telephone call button, or the ability to connect the shop with an external accounting and invoicing solution. (Note that you can also use Wix’s own invoicing solution, Wix Invoices, to automatically create invoices whenever an order is made).
Very interesting is the Member Login App. This will add a login function to your store. Thanks to it, users can reuse their account when they come back and want to see their order history, as well as save credit card information for future purchases.
Wix Online Store Screenshots
Wix Ecommerce Pricing
Wix Business Basic
Accept online and offline payments. No sales fee. Works for physical and digital products. Unlimited items.
Wix Business Unlimited
For online stores with advanced ecommerce features (e.g. tax calculator, dropshipping, etc). Includes email campaigns.
Wix Business VIP
All from Unlimited. Additionally, you get fast VIP support and more storage. Includes custom ecommerce reports.
Wix Ecommerce Pros & Cons
Wix eCommerce provides one of the most affordable online store solutions in the market.
Ease of use
Wix eCommerce is as simple to use as the rest of the website builder. Beginners can set up their online store very fast.
Physical & digital goods
You can sell physical and digital goods.
No sales fees
Wix doesn’t charge any commission.
Real time shipping calculator
If you are a merchant from the US (or Brazil), you might be able to provide real-time shipping via USPS.
Wix’s websites are generally not very fast loading. If you want to build a large store that gets a lot of traffic, Wix may not be the best choice.
In general, everything looks really well designed, but some elements like confirmation emails can’t be entirely customized.
Rating Details Wix Store
Ease of use
An online store can be added with only one click. The store-related menus are well structured and it’s quite easy to understand. Help texts are usually just one click away.
Choice and flexibility of templates
Wix offers a wide variety of professionally designed templates for online stores. These designs are also optimized for mobile devices. An editor allows you to tweak the presentation for both desktop and smartphone versions individually. This is great but as the mobile version isn’t always 100% perfect, you sometimes need to readjust it a little.
Wix’s SEO options are quite good, you can customize page titles, meta-description and the URLs for both regular and product pages. The SEO Wiz, which automatically creates SEO patterns for your site pages based on SEO best practices, is also handy. Be aware that images file names are changed by Wix system. Their tool for multilingual stores isn’t fully SEO-optimized, though (it lacks language-specific URLs). More information here.
Product images with zoom function, overview and detailed description. It’s possible to add expandable ‘info sections’ to include product details, size charts, shipping information etc. A ribbon with customizable text can be added promoting “Bestseller” or “New” products. You can also edit some elements of the design (colors, fonts, button styles etc), and even add a Wishlist function. Videos are now also available in the product view.
Different colors, sizes and other individual variants are possible. All of these variations can be edited individually. Allows up to 6 product options (size, color, material) and 100 option choices (small, large, green, cotton). It’s also easy to offer customizations (e.g. engravings) – you just need to add a custom text field.
Products are saved to a digital shopping cart. You can customize the icon, design, layout and text of the shopping cart page. There’s even abandoned cart recovery emails available on all ecommerce plans.
User ratings widgets can be added via the Wix App Market, but these are very basic.
SKUs can be added, even for your variants.
Checkout, payment & shipping
PayPal and a decent variety of credit card processors (Stripe, Square) are supported. There’s even Wix’s own payment gateway called Wix Payments. Take a look at our full review of Wix Payments here. Depending on where you’re located, you can also offer Buy Now, Pay Later solutions such as Affirm, Afterpay and Laybuy.
Sale of digital goods
You can offer different types of digital downloads: ebooks (40 MB), images (50MB), music (100MB) and zip-files (1 GB). Buyers will receive links to download their digital products on the Thank You page of the Checkout, along with an emailed link that will last for 30 days. While Wix eCommerce lets you sell product subscriptions, unfortunately this isn’t available for digital products.
The entire store is secured with SSL-encryption (https).
Customer log-in area
Surprisingly, Wix has this great feature hidden in their app market. It’s a free add-on and allows your users to see their recent orders, bookings, account and payment settings.
Give your customers a discount, either as a percentage, fixed amount, free shipping or buy X get Y free. You can also set an expiration date.
Shipping cost settings
Shipping costs can be set per country or region (i.e. countries grouped together). Choose from flat rates, rate by weight, rate by price/product, or offer free shipping. If you are a US-based merchant, you can even have real-time shipping based on USPS calculations. This will make the shipping cost calculation much easier. Integrates with fulfillment providers like Shipstation, ShipBob, and MultiOrders. These apps require the Business Unlimited plan or above. Alternatively, you can set up custom fulfillment to trigger email orders to your own fulfillment providers.
Local delivery (based on postcode or radius) and local pickup are also possible.
Wix Stores works with dropshipping platforms such as Modalyst, Spocket and 365Dropship, as well as print on demand providers Printful and Printify. This allows you to offer products in your store without dealing with the actual fulfillment and shipping. Learn more about dropshipping in Wix. Requires Business Unlimited or above.
Set individual tax rates for each country worldwide. You can set different tax rates for individual states. Allows you to include VAT prices on your product pages, or add them at checkout. Using the Avalara app you can get automatic tax-rate calculations (Business Unlimited and above).
Wix gives you an overview of your articles in stock. Once you run out they can’t be ordered anymore. Wix will automatically send a dashboard and mobile app notification when that happens.
Confirmation emails customizable
There are four types available: order placed, digital product order, order shipped and order ready for pickup. You can customize your logo, titles and footer description.
Importing product data
Via the Wix Store Manager you can import your product data in CSV format. It’s also possible to import products from other ecommerce platforms using Cart2Cart (note that they will charge a fee to do this).
Exporting product data
Exporting the product data is also possible.
You can integrate Google Analytics on your website for sales tracking. It’s also possible to add any other tracking code (e.g. AdWords) to your “Thank you” page. Wix eCommerce’s inbuilt reports are pretty in-depth, and include sales over time, sales by item, sales by billing location and more. You also get traffic, behaviour and contact reports. Custom ecommerce reports are only included in the Business VIP plan.
Exporting order data
Order export via CSV file is available. This will allow you to import them into any accounting software. Wix’s app market also provides some invoicing solutions, although you can also use its own Wix Invoices solution, which is part of its add-on Ascend by Wix product suite.
Support at Wix is available via their help-center, including detailed and well explained articles, their community forum and telephone. Answers to emails are usually prompt, but sometimes it can take a couple of messages until the issue is resolved. Find out more in our support test.
The Wix online store is a solid solution for small to medium ecommerce businesses. Thanks to the import/export feature for product data you can even manage larger item numbers conveniently. It’s suitable for both physical and digital goods. At $23/month it’s great value!
Wix Ecommerce: Our Conclusion
Wix’s eCommerce plan lets you easily sell t-shirts, mugs or your paintings. New products can be highlighted with an eye-catching ribbon. But that’s not all: their new feature for digital products takes care of the entire sales process for you as these orders will be sent automatically to your customer. Wix doesn’t charge any extra commission for this.
SEO settings are essential for an online store to get found in Google. Wix does a stellar job here. Every product page allows you to have an individual title, description, and URL-name.
There are also two great features that we haven’t talked about yet: Wix’s online store mobile app and its Email Marketing tool (offered as part of the Ascend by Wix product suite). The former will allow you to edit and manage your online store via your mobile phone. For instance, you can add new products or check your customer’s order status.
The neat integration of Wix Email Marketing makes it possible to promote your products from your product pages. This means it’ll insert your product info directly into an email. You just need to modify it as you wish and hit the send button. That makes promoting really easy.
The only real downside is that Wix isn’t really suitable for very large stores as the site’s navigation is limited to one sub-level and can be limiting as your store is growing.
We’d also love to see it work better for multilingual and multicurrency stores. The fact that you can’t edit URLs for different languages is a little frustrating, especially for SEO nerds like us. The multicurrency feature, which displays prices in different currencies but doesn’t actually impact final sale price, also feels a little gimmicky.
Other than that Wix eCommerce offers an excellent product, at a very reasonable price.
Is Wix’s Online Store the right choice for you?
You are looking for an easy way to sell online
You want to sell physical and digital goods
You want a great looking online store
You need personal logins for your customers
You want to handle a lot of products.
You need live support
Wix Ecommerce Examples
Wix Online Stores Alternatives
If you are actually looking for an ecommerce powerhouse that scales as you grow, you should take some time comparing the key differences between Wix and Shopify here. Shopify is geared towards much larger stores than Wix.
Not sure what store builder you should use? Let our smart finder decide for you in 2 minutes.
How much is Wix eCommerce?
It depends on your contract term. You can opt for a monthly up to 2-years subscription. The cheapest option would be $20/month. You’ll find more information in our detailed Wix pricing comparison.
Is Wix eCommerce better than Shopify?
Both are great online store solutions. However, we see Wix more in the small online store sector whereas Shopify is a great solution for scalable online stores.
How can I cancel my Wix online store?
Latest Review Updates
28 Dec 2020 - A few minor updates
26 Sep 2020 - Pricing structure changed
14 Jul 2020 - A few smaller updates
05 Jun 2020 - Updated Wix Ecommerce video review
07 Jan 2020 - Dropshipping is now available.
22 Aug 2019 - Automatic tax rate calculations available.
31 Jul 2019 - Wix Payments added.
26 Apr 2019 - Updated video review with new features including Members' Area
07 Apr 2018 – Customer Login App and real-time shipping for US available
02 Feb 2018 – Videos are now available in product descriptions.
28 Sep 2017 – Product imports and exports are possible now.
28 Jun 2017 – Review update: digital downloads available.
03 Feb 2017 – SSL added
22 Nov 2016 – Pricing update
20 Apr 2016 – Remark on Wix Invoices added.
12 Aug 2015 – Updated review (new editor)
26 Nov 2014 – Tax settings added
04 Nov 2014 – Added video review
16 Oct 2014 – Initial review of Wix’ Online Store