Ecwid vs Wix Store (2021) – Which is the Best Ecommerce App for Wix?

As the world’s largest hosted website builder, it is not surprising that many people who have websites built with Wix want to start selling online. But what is the best option to do this?

Ecwid vs Wix: What is the Difference?

Ecwid is a fully hosted ecommerce platform that integrates with the Wix platform and also allows you to add manage multiple sales channels such as Facebook, Instagram and Amazon from one place. Wix Stores is an App developed by Wix to add ecommerce functionality directly on a Wix website.

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Ecwid Logo



Up to 100 Products
Unlimited Bandwidth
No Turnover Limit
No Transaction Fees
Unlimited Data Storage
Free SSL Certificate
Live Chat & Email Support
1 Staff Account




Unlimited Products
Unlimited Bandwidth
No Turnover Limit
No Transaction Fees
20gb Data Storage
Free SSL Certificate
Ticket Supports
Unlimited Users

With the Ecwid plans, you will need to pay this on top of your existing Wix package, which does make it more expensive than the basic Wix ecommerce package.

Outside of this price difference, there really isn’t much to choose between the two packages. The only main difference is that you are limited to 100 products with Ecwid and you get unlimited products with Wix.

Free Trial

Neither platform really offers a free trial but both platforms offer free plans, which allow you to test them out before you commit to a paid plan. Wix do have a 14 day trial for their premium plans and this gives you access to all of the ecommerce features.



The main focus of the Ecwid features are on ecommerce and helping you build and grow your online store. Below is an overview of the main features that the Ecwid platform offers.

Ecommerce Tools

  • One Tap Checkout (with Apple Pay)
  • Schedule Order Pickup
  • Sell Digital Products
  • Discount Coupons
  • Gift Cards 
  • Secure Checkout

Marketing & SEO

  • Sell on Facebook
  • Sell on Instagram
  • Custom Meta Data
  • SEO Friendly URL’s


  • Number of Visitors
  • Revenue
  • Conversion Rate
  • Orders

Payment Gateways

  • PayPal
  • Stripe
  • Worldpay
  • Square
  • Apple Pay (via Stripe)
  • 2Checkout

These are a summary of the features included with the Venture package but you do get more tools such as abandoned cart recovery, product filters, product variations and a multi lingual storefront on the business and unlimited packages.

Ecwid App Market

While Ecwid does come with a good selection of features, there are still some gaps that need to be filled and that is where the App Market comes into play. All of the apps within the market are made by third-party developers, which means that many of them do require you to pay for them.

Ecwid App Market


Finding out the exact list of features you get with Wix stores is a bit of a challenge as many of the features advertised are general features of the Wix platform and not specific just to ecommerce. But I have done my best to list the features below:

Ecommerce Tools

  • Sell Physical & Digital Products
  • Discount Coupons
  • Create Promo Video

Marketing & SEO

  • SEO Friendly URL’s
  • Custom Meta Data
  • Send via Email Campaign
  • Share Product to Social Media
  • Sell via Facebook and Instagram


  • Orders
  • Conversion Rate
  • Revenue
  • Purchase Funnel
  • Top Email Campaign

Payment Gateways

  • PayPal
  • Wix Payments

With Wix, you go get a lot of really good features to help you build an ecommerce store but this is somewhat let down by the lack of payment gateways and onsite ecommerce tools.

Wix App Market

The core Wix platform comes with a lot of good features but you can add more by making use of the Wix App Market that contains over 300 apps, some of which are made in house by Wix and other by third-party developers.

They also cover a variety of categories including marketing, ecommerce features and detailed analytics. Unfortunately not all of these apps are free, some are tied to certain plans. Others offer free plans or trials but to get access to all the features that the apps offer, you will need to pay for them.


Running an ecommerce website can be challenging at times and you require some help, so what support do you get from these platforms?

Ecwid – with Ecwid, you do get a good level of support from their team, for the basic Venture plan, this will be in the form of online chat. They also have very good documentation on their site to help you.

For users on the Business or Unlimited packages, you do get phone support but this is only available between 2pm and 10pm pacific time, which due to time differences makes this not great for users in other parts of the world. But it is still there if you need it.

Wix – outside of the VIP package, you are limited to the standard Wix support and this is a callback feature or submitting a support ticket.

The problem with the Wix support is finding out how to contact them, as they don’t make it easy! It takes some digging through the help centre to find out how to do this and using the search features will just take you to articles within the help centre and can get a little frustrating.

Hosting & Performance

Both platforms take a very different approach when it comes to advertising how good their hosting is.

Ecwid are very upfront and it is very easy to find what their hosting set up is like and you get the following:

  • Hosted on Amazon Web Services
  • PCI Level 1 PCI DSS
  • Cloudfront CDN
  • Secure Checkout
  • Unlimited Bandwidth

Where as Wix on the other hand don’t give much information away and the most I could find was that they have 99.9% up time and include a free SSL certificate. As they are trying to get people to sell using their platform, some more detailed information on their hosting and security would be helpful.

This didn’t stop me from putting both to the test and for this I used my Wix demo site and ran it through Pingdom’s Speed Test Tool (Washington D.C Server) and Google’s Page Speed Insights, once with the Ecwid App installed and once with the Wix Stores App installed. So how did they do?

Ecwid Logo


Pingdom: 0.32 Seconds
Google Mobile: 18/100
Google Desktop: 39/100

Stores App

Stores App

Pingdom: 2.52 Seconds
Google Mobile: 14/100
Google Desktop: 35/100

It is a little surprising that a third-party app performs better than an in house, the load times are significantly different but the Google scores are pretty similar.

For some reason, Wix sites running the Wix Stores App just don’t perform very well and in my testing of three live Wix sites, they averaged a load time of over 6 seconds and were the worst performers on the Google tests. Not sure why this is but there are definitely some issues with the Wix hosting environment.

Ease of Use

Facts and figures are one thing but what are these platforms like to use and how do they compare to each other? Well that is what I am going to be looking at in this section.

Getting Started


Getting started with Ecwid is very easy but to get it working with Wix, it is a two stage process. Firstly, you need to go to the Ecwid website and sign up to the platform, which is easy as you only need your name, email address and create a password.

Once you have signed up to Ecwid, on your first login, you will be taken to your dashboard and will be greeted by a set up guide that covers everything that you need to do in order to start taking orders with Ecwid.

If you are going to be using a paid package, then you will need to upgrade from the free one as well. Once you have signed up to Ecwid, you then need to set up the integration with Wix and this is a little bit tricky but that is down to Wix rather than Ecwid. The easiest way to do it is to go to the original Wix editor, not the new ADI.

Ecwid App Install Wix

Click on the Add Apps icon, then search for Ecwid and you should see exactly what is in the image above. Click add to site and a pop up will appear asking you to confirm the install, once you agree to this, the Ecwid app will then install on your site and you should see all the products and info from your Ecwid site appear.

In the Wix dashboard, if you go to Apps, there will be a quick link appear for online store and by clicking on this you will see the Ecwid dashboard within your Wix dashboard. This means that you can manage everything from Wix, no need to log into Ecwid to manage your products or orders.

Ecwid Dashboard Wix

Wix Stores

Installing Wix Stores App follows the exact same process as I described with Ecwid App above. This makes it very simple to get started with Wix Stores and once you have installed the app, you can then set it up in your dashboard.

Wix Set up Dashboard

As with Ecwid, there is a very good set up guide that takes you through all the steps you need to do in order to get your site ready to start taking orders.

As this app is built by Wix, there is more integration with the Wix dashboard than you get with Ecwid. This is because you can access all the parts of the app including orders and products from the main Wix menu, not having to go into the app like you do with Ecwid.

Customising the Design


Ecwid gives a lot of different design options to customise the layout of your store within the Wix system and it is very simple to make these changes. Within the Wix editor, click on the section of the site and a floating menu will appear and by clicking on settings, it will show you everything you can do to change the design.

Ecwid Design Wix

On the surface, it doesn’t look like there is that much you can do as there is only 5 sections but there are many different option within these sections.

One of the really good things is that you can easily change the layout of your product pages from these settings, this is only a small thing but it does make customising the look of your site much easier and time efficient.

Wix Stores

Customising the look of the Wix stores app follows the same process as Ecwid and it is all done using the Wix editor.

The main difference between the two is that with Wix, you edit the category and product pages separately. This does mean that there are more customisation options with Wix stores but it does take longer to get it all set up as you have do the category and then go into the products and do any customisation’s you want.

Adding and Managing Stock

Being able to manage your stock efficiently and effectively is a hugely important part of running an online store and for me there are three main areas to this and they are:

  • Adding products
  • Organising your Products
  • Managing your inventory


The add new product section on Ecwid is very nicely laid out and easy to use. They have gone for a tabbed layout and it gives you lots of options when it comes to adding a new product. The layout has a really good work flow and the clear display means that you are less likely to miss adding important information to your product listing.

The only thing I don’t like about the create a new product in Ecwid is that you cannot edit the URL and while the auto generated URL’s a pretty good, for all the products, they do include a random number sequence at the end. My personal preference would be to remove these to make the URL’s look as good as possible.

Ecwid Add New Product

To help you organise your products, Ecwid have gone for the tried and tested category model, which allows you to create both parent and sub-categories.

Unfortunately there isn’t any native functionality that lets you manage your inventory directly from the product overview menu, any updates to stock levels needs to be done on a product by product basis. This could be a bit tedious if you have a very large inventory that has to be actively managed.

Wix Stores

Adding a new product to Wix is very simple, just go to the product overview page and click the + New Product button. You will then be asked if it is a Digital or Physical product and the layouts between the two pages are slightly different.

For both types of products, Wix have gone for a single page layout and it is well laid out and simple to use. There is one options that Wix stores have that Ecwid doesn’t and that is that you can add a section for customers to personalise their products with their own text.

Wix Add New Product

Organising your products with Wix Stores is a bit limiting. They call their categories, collections but they work in pretty much the same way. The downside is that you can only create parent collections, this means that it is not possible to create a category hierarchy within Wix.

For some businesses, this may not be an issue but if you have a large inventory that needs to be effectively organised, then you will struggle to do this with Wix stores.

As with Ecwid, you can’t manage your inventory directly from the product overview page. It all has to be done on a product by product basis, which could become very time consuming if you have large inventory.

Managing Orders

Ecwid – The order management system on Ecwid is one of the best ones I have used as it allows you to do pretty much everything directly from the order overview page. You can update order statuses, print invoices, update payment status and export your order via CSV or to a Google Sheet. This makes the complete process of managing your order very easy and efficient to do.

Wix – Unfortunately, I cannot say how good or bad the Wix order management is as they only let you try this out on the paid plans, which I do not have.


Ecwid Summary

Hosting & Performance
Ease of Use

Ecwid Pros

• Good Support
• Easy to use
• Good integration
• Order Management
• Good Performance w/Wix

Ecwid Cons

• No bulk product management
• Need to go into app to manage your Store


Wix Summary

Hosting & Performance
Ease of Use

Wix Pros

• Integrates into Wix dashboard
• Easy to navigate

Wix Cons

• Poor Performance
• Limited Selection of Payment Gateways
• No Bulk Product Management
• No sub-collections



If you haven’t guessed it already, out of the two there is only 1 I would choose and that is Ecwid. Yes, it isn’t perfect but the downsides of the platform are only minor and easy to work around. It also offers you much more flexibility when it comes to your ecommerce business.

Wix Stores looks good on paper but their are quite a few downsides with the app and some of these are quite major and can’t really be worked around and I just couldn’t recommend it as an option.

So that is my conclusion of these two ecommerce apps. If you want to try one or both of these out for yourself, then you can by clicking on the buttons below.

Try Ecwid for Free!

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Try Wix Stores for Yourself!

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