Shopify vs. Wix Stores

Looking for ecommerce software? Here's how Shopify and Wix Stores stack up.

Matthew Taylor
Daniel Adams

Matthew Taylor and Daniel Adams

Last updated 2o July 2020


Shopify

4.8  Stackupp rating


Pricing from

$ 29.00 / month

Free Plan?

Trial


Best for

Small and medium-sized retailers that need a fully-hosted solution that’s easy to customize.

Wix Stores

4.3  Stackupp rating


Pricing from

$ 4.50 / month

Free Plan?

Yes


Best for

Wix is a versatile solution. Even though it seems targeted at small businesses, a powerful feature-set and high level of customizability make it a viable choice for larger retailers too, though full-fledged enterprise stores will struggle.

Shopify or Wix Stores: Which is best?

Can't decide between Shopify and Wix Stores?

Find the best platform for you with our side by side comparison of Shopify and Wix Stores. See how each platform stacks up across ease of use, design, support and value for money.

Let the comparison begin. Don't worry, we'll guide you.

Is Shopify right for you?

With over one million users, Shopify is one of the most popular hosted ecommerce platforms on the market.

Shopify has gained a reputation for being extremely beginner-friendly, allowing retailers with no coding or development experience to build and manage a professional store with unlimited products.

If you’re looking for a solution that’s ready-to-go, easy to set up, and isn’t going to cost you an arm and a leg, then Shopify could be the way to go.

Notably, Shopify offers features as part of its basic package, like multi-channel selling, that are often only available on higher-level plans on competing platforms.

Advantages

  • Fully hosted platform that’s easy to set up and manage.
  • Well-designed templates.
  • Extensive feature set on all plans.

Drawbacks

  • Difficult to make backend code changes.
  • Extra costs for using third-party payment gateways (instead of Shopify payments).
  • Reports not available on the lowest-priced plan.

Use Shopify if you’re just getting started or are transitioning your small or medium-sized store to a new ecommerce platform.

Is Wix Stores right for you?

Wix is a comprehensive ecommerce solution for retailers of all sizes. It comes with a fantastic set of features, including multichannel selling, a library of nearly one hundred templates, real-time shipping estimates for customers, and (of course) Wix’s fantastic website builder.

While enterprise stores will likely need a bigger “engine” to manage large amounts of sales, employees, and multiple languages, medium-sized retailers may find the ease-of-use of Wix attractive.

Because of its powerful website builder, Wix is an excellent choice for retailers without any advanced coding skills that still want full control over the look-and-feel of their store.

Advantages

  • Lots of customization features for users without any coding experience.
  • A wide set of features - like “Related Products”, abandoned cart retargeting, and templates - at a relatively low price.
  • Multichannel sales and global shipping options.

Drawbacks

  • POS is not available in all countries.
  • The apps and integrations library is a little sparse.
  • The Wix editor, whilst easy-to-use, does require getting used to.

Use Wix if you’re an individual or small business that requires a feature-rich solution that’s easy to use without any coding abilities. Because the website builder is suitable for all types of websites, Wix is also a good solution.

Ease of Use

Our first comparison criteria, ease of use. Why? Because it’s the most important.

Think about it. You don’t want to invest a lot of your precious time setting up an online store and tweaking the design only to find out that it’s a pain in the butt to manage day to day.

We take a look at how simple the Shopify and Wix Stores platforms are to run.

How easy is Shopify to use?

Rated 5/5 for Ease of Use

Ease of use is one of the areas where Shopify really shines. All users have access to a website builder and intuitive content management system. Adding products is a doddle. And all orders are managed from an automatable fulfillment dashboard (which connects with popular fulfillment solutions). SEO and mobile responsiveness are both taken care of.

What Shopify customers are saying...

“I have built two websites using Shopify and it was a great experience. They have someone available all the time if you run into problems. I’m not a web designer and I was able to figure it out without any lengthy tutorials.”
“I've had a great experience with this platform and I highly recommend it!”
“I honestly don't know why there are so many bad reviews about Shopify. It is an absolutely amazing platform with an even better support team. I think people need to stop being so negative as there is nothing more you can ask from them.”

How easy is Wix Stores to use?

Rated 4/5 for Ease of Use

When it comes to ease-of-use, there are two sides to Wix.

Updating your product catalog, managing orders, and running email marketing campaigns through the central dashboard is straightforward.

The star of the show, however, is the Wix website editor. Users can make a myriad of changes to their site’s look-and-feel (along with individual pages)via a wide array of customization features.

The only issue is the sheer number of features. There’s a lot! So while Wix’s editor is intuitive and easy-to-use once you’ve wrapped your head around the feature-set, there is a small learning curve initially.

What Wix Stores customers are saying...

“Great website builder! I think a lot of people writing reviews are inexperienced and haven't put the time into learning how to use Wix extensively and as a result I see a lot of frustration.” Tobi
“I love Wix! I’ve never once had a problem with Wix. The SEO has improved over the years and the ease of duplicating and creating new pages is unbeatable. The mobile response is fantastic.
“It is the easiest, most equipped, most high quality website builder ever. I asked for customer support's help three times and have always received an answer within 24 hours (in English).”

Shopify is our winner for ease of use

Design

Powerful features are great, but we all know first impressions count. So, do Shopify and Wix Stores templates actually look any good? See for yourself. We outline each platforms design options, plus showcase a few real life examples.

How good are Shopify's themes?

Rated 4/5 for Design

There’s no doubt that Shopify offers some of the most beautifully-designed templates on the market. There are over seventy templates to choose from. The downside, however, is that most themes cost around $180. At the time of writing, Shopify offers eight free themes.

The design features in the website builder are intuitive and suitable for people with no coding background. Making tweaks to colors, buttons, images etc. is a doddle. What’s more, it’s possible to make straightforward CSS and HTML additions.

The main difficulty arises when it comes to making “deeper” backend changes. Accessing and amending the Shopify backend requires specialized knowledge which many retailers don’t have.

Shopify Examples

  • Haus London
    Haus London
Item 1 of 3

How good are Wix Stores's themes?

Rated 5/5 for Design

Few other website builders on the market offer the same level of design flexibility as Wix. For retailers that want a high level of design freedom without the need to interact with any code, Wix is a no-brainer. Because of the broad feature-set, retailers can control the branding and look-and-feel of their store to a very precise level.

All of that said, Wix isn’t limited to “non-developers”. Code-savvy webmasters can make deeper backend changes and take advantage of a powerful set of APIs. So the platform isn’t just limited to people without coding experience.

Users also have access to a library of nearly 100 free templates.

Wix Stores Examples

  • Plastic Freedom
    Plastic Freedom
Item 1 of 3

Wix Stores is our winner for design

How much do they cost?

Everyone’s favourite topic - pricing. Let's dive in to see if Shopify or Wix Stores offers better value for money.

How much does Shopify cost?

Rated 5/5 for Pricing

Shopify offers great value for money. The basic package comes with a fantastic array of features, including unlimited product listings, 24/7 support, discount codes, and abandoned cart email automation. There are no set-up fees, and you can take advantage of a 14-day free trial. You’ll also get a discount when you pay for an annual plan.

The main downside to Shopify is that you’ll be charged additional fees for using any payment gateway other than Shopify Payments. While Shopify allows for a range of gateway integrations (including popular services like Paypal), it’s important to account for these extra charges before signing up.

How much does Wix Stores cost?

Rated 4.5/5 for Pricing

Wix is very competitive on price. The basic plan costs $20/month and includes access to the online store builder, shopping cart with multiple shipping rules, multichannel sales, and Wix payment gateway.

Wix also offers a handful of sweeteners, including a free domain (for one year), ad credit, and professional logo design.

The whole ecommerce feature set is available on all plans. The more expensive plans - “Business Unlimited” and “Business VIP” - provide extra storage and (in the case of the VIP option) first-in-line customer support. If you need more than 50GB of storage, you’ll have to speak to Wix directly.

Shopify is our winner for cost

Help and Support

If things go wrong (and they often do) you need to know someone’s there to help get you back on track. So, how does Shopify's and Wix Stores's support measure up?

How good is Shopify support?

Rated 5/5 for Help and Support

All Shopify plans come with 24/7 email, phone, and live chat support. Customer reviews are generally favorable when describing the quality of support. 24/7 email support is also offered in a variety of other languages. Shopify has one of the most active communities of users, and the forums are an excellent place to ask for help.

How good is Wix Stores support?

Rated 3.5/5 for Help and Support

While the quality of support provided by Wix is generally excellent, users only have the option of submitting a support ticket or requesting a callback. No live chat options are available.

English-language support is available 24/7 and support is also offered in a limited number of foreign languages during business hours.

VIP support, which essentially pushes you to the front of the line, is available on the Business VIP plan.

Shopify is our winner for support

The Bottom Line

The final say. Let's wrap up our thoughts on each platform.

Shopify: Our Verdict

Shopify is a model ecommerce platform - a fully-hosted, feature-rich retail solution at a reasonable price. Among the standout points are the intuitive site builder and content management system, the quality of the templates, and the complete package of features included even in the basic package.

A highly active online community, along with 24/7 support, makes it an ideal option for small and medium-sized stores that don’t have the resources to manage everything themselves.

It’s also notable that Shopify includes omnichannel selling (for social media and Amazon), discount codes, and a free SSL certificate as part of its value proposition. Retailers also have access to shipping discounts when using Spotify Shipping.

Here are two points before wrapping up. If you’re thinking of giving Shopify a test-drive, be careful to check the costs of using third-party gateways. Also, ensure you’re able to make backend changes if that’s something you need to do.

Wix Stores: Our Verdict

One of the big positives about Wix is that it provides all necessary core ecommerce features, including multichannel selling and shipping rules, on all of its plans. You don’t need to sign up to the most expensive package to get the functionality you need.

What’s more, many secondary features are offered. Related product listings, cart abandonment emails, and access to Modalyst dropshipping (to add extra products to your store) are available to all users.

But the standout feature is the drag-and-drop website builder. While there is a slight learning curve, this powerful tool enables you to customize your store without any previous coding experience.

So if you’re looking for a comprehensive solution with a high degree of design freedom, Wix is the way to go.

Overall, we found Shopify to be the better ecommerce platform.

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