Shopify vs Wix: A Comparison for eCommerce

by Eric Nguyen -

If you are developing or already have a product that you think might have a huge success online, then you are most likely in the process of searching for an e-commerce platform.

Luckily for you, there is an extensive list of really strong players in the market that should satisfy your needs.

However, with such a long list it is very complicated to pick the one that is going to make your selling process easier, not more challenging. Especially, if you are entirely new in this online selling activity.

The purpose of this article is to help you make up your mind. This time I am going to dig deeper into two platforms - Shopify and WIX. Two very powerful and yet quite easy to use systems. Even though Shopify is without a doubt the most popular e-commerce platform among online sellers, WIX does indeed have to offer some brilliant tools that could easily compete with Shopify.

Let's not wait any longer and walk through some of the essential features of both platforms.

Shopify vs WIX Overview

Shopify is a complete e-commerce website builder developed in 2006. Since the launch, Shopify counts over 250.000 online stores. The platform is one of the most complete and all-round solutions for online retailers. It allows you to manage not only online stores but brick and mortar business as well.

WIX is a cloud-based platform developed by an Israeli company more than 10 years ago. It allows users to create HTML5 and mobile friendly websites by using online drag and drop tools. You can add various plugins, upgrades, and themes using their own developed or third-party apps.


First of all, let's take a look at the pricing plans both platforms have to offer.

The difference between Shopify and WIX is that Shopify focuses only on e-commerce clients while WIX is working with a much wider public offering various solutions to any kind of business starting from simple representation websites to more sophisticated online stores. That's why the price difference is so high. 

Shopify plan starts from $29/month for the basic plan and $79/month for the full package.

Shopify Pricing
Shopify Plans

Meanwhile, WIX offer starts from $5/month, but e-commerce plan is only from $17/month, and the VIP subscription is $25/month. As you can see, the most expensive plan from WIX is still lower than the lowest plan from Shopify.

WIx pricing
Wix Plans

However, Shopify's basic subscription has more functionality than WIX's VIP plan. That's why prices are so different.

Both platforms have no setup or bandwidth charges, but if you are considering implementing credit card payments, you'll have to pay a processing fee. Also, both companies offer discounts if you subscribe for the whole year ahead.

So, if you need a simple website and your main criteria is price, than WIX is a leader in this category without a doubt. But if a wide functionality is what you need, Shopify would be your best choice. 

User experience

As for the simplicity of using each platform, there's an interesting comparison to both systems.

Either platform is very easy to use, but WIX is built for complete newcomers that do not want anything to do with website developing. Everything is done through templates, add-ons, and drag and drop editor.

What is good about WIX is that it takes care of all the technical stuff you need when you are just starting to build your website: hosting, security, maintenance, and updates. You start right from the designing stage, and you do not have to worry about anything else.

However, when you are designing a website with WIX, you to start everything from scratch. You design your store by dragging and dropping various parts until you make a site that you want. It might seem a bit confusing at first because there are so many available functionalities, but if you are a non-techie, then this platform would be perfect for you.

On the other hand, Shopify offers features that give much more control over your shop with more flexibility.

You can upload your products, manage inventory and handle customers. If you are a programmer, you can even add your own code if you need something more advanced for your website.

However, it does not mean that you have to use all this functionality. Still, Shopify is very easy to use, and you can set up your online store just in a few minutes without having any technical knowledge. Like WIX it also provides you with a hosting, security solutions and checkout systems. But additionally, to this, you get automatic taxes applied by region, analytics for analyzing your customers, marketing solutions for your shop and much more.

So, if you are new to e-commerce and all you want is a basic and easy to set up a website without worrying about anything else, then WIX is definitely the best option. But if you already have an experience and you want more control over your shop, then Shopify by any means is better. 


This is where things get really interesting. Both platforms offer a possibility to design your website through themes. However, how they do it, is an entirely different topic.

In WIX, everything is done by dragging and dropping any element you want into your design. You can remove parts you do not like, and add functionality like Youtube videos, picture galleries, slideshows, etc. wherever you need. But if you are looking for more advanced design features like CSS and HTML editing, then you're going to hit the wall. WIX does not offer such capabilities. Everything is done only through already created elements.

Wix Drag-Drop Design

In Shopify, the process is much easier. Usually, users choose one of the already built themes that are fully prepared for work. You can edit some site's looks like color, font, etc. but not as flexible as in WIX. However, Shopify allows you to edit everything through CSS/HTML which is a huge advantage for those who have knowledge of coding. Basically, it allows you to do anything with your website design. Even create it from scratch. This is a huge plus for more advanced website developers. 

Shopify Custom CSS/HTML

Payment gateways

When it comes to payment methods, Shopify offering more than 70 various options is a clear winner in this category. The more payment options you can offer in your store, the more sales you can expect to have. Here you can find all the list of payments you can integrate into your shop. Among most popular are credit cards, Paypal, Amazon Pay, PayU, QuickPay and much more.

WIX is way behind in this section offering only 12 payment options that most work only for certain countries. You can see the list below.

Features and Integrations

When you build an online store, having a website is not enough. Usually, there is much more into that for successful e-commerce campaign. A good seller might need features like integrations with shippers, eBay, Amazon or AliExpress, a possibility to use coupon codes, remarketing. Marketing options like Buyable Pins or Google Merchant and way-way more. Of course, maybe you won't need everything at once. But once you start growing, you want to know that there won't be any problems for extending the store's functionality.

That's where Shopify outplays WIX. Both platforms offer additional app integrations for extending your online store. However, WIX is a system built not only for retailers but it is also for many kinds of businesses, so it's very hard to compete with platforms focused only on e-commerce.

Another thing is that WIX is trying to simplify everything to it users, so the additional features they are offering is basically very general. There are some advanced features but not as many as you could expect. WIX has somewhere around 300 different apps to offer for their users.

On the other hand, Shopify has over 1000 different apps to offer, and all of them are strictly for e-commerce. These apps are all unique, and they give your website all the features that any advanced e-commerce site should have. Shopify has a very well-established app store where you can find all the free and paid apps to extend your online store with almost any feature you might ever need.

Another feature that probably surpasses almost any e-commerce platform, not only WIX, is Shopify's POS system. If you are not only selling online but also have a brick and mortar business, then you are definitely using some POS system. And my bet is that it is not connected to your online shop system. This problem is solved with a POS from Shopify. It allows you to control all the inventory in one place. You can analyze your sales without having to integrate any third-party tools to connect all the data into one. And, you do not have to worry about any payment integrations for your physical shops. This feature is a huge advantage for any businesses considering using Shopify. 


In this category, there is almost nothing to compare. Both platforms are fully optimized for search engines, so once you launch your website, it will have everything you need to be indexed by Google, Bing and Yahoo search. You can choose if you want both systems to fill all the metadata information automatically or you can update everything manually by yourself. Every time new content is created, it is automatically pinged to search engines.


To sum it up, both platforms are great for online sellers, but which one to choose depends on your needs and technical skills.

If you only need a professionally looking website and do not want anything to do with technical stuff, then WIX is a platform to choose.

If you want more features and more control over your store, then Shopify by any means is your best option.

Usually, WIX is recommended for small companies offering one or just a few products that do not require any significant handling or inventorying. If you want to have, a beautiful, simple and easy to use online shop then working with WIX should be enough.

Shopify is used by larger companies that have hundreds of products to sell. They need to have a stock management system integrated into their online store, they want to be flexible in payment options, and maybe they even want to go worldwide. They want to integrate everything with other third-party systems for email marketing, deliver automation, and bookkeeping. And everything could easily be achieved with Shopify.

So, list your priorities and choose the one according to your needs.

Eric Nguyen
Joined e-commerce community since 2010, experienced with Shopify, Amazon, eBay, Etsy. A Shopify expert enthusiastic and multiple Shopify stores co-founder.
Codi-net is a place where I share my personal experience, tips, tricks to grow a Shopify store and most importantly to make friend with other entrepreneurs.
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