Shopify vs Wix (2021) – Ecommerce Comparison

In my Shopify vs Wix comparison, I will be looking at the pricing, features, performance and general ease of use for both of these platforms to answer the question: Which one is better?

Shopify vs Wix: What is the Difference?

Shopify is a fully hosted platform designed specifically for building ecommerce websites and is suitable for businesses of all sizes. Wix is primarily a website builder than allows users to sell products on their site using the Wix Stores app and is aimed at smaller ecommerce websites.

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To make this comparison as fair as possible, I have chosen the plans that are the closest in terms of pricing across the two platforms and this puts Shopify’s basic package up against the Wix VIP package.




Unlimited Products
No Turnover Limit
2% Transaction Fees
Unlimited Data Storage
Free SSL Certificate
24/7 Support
8 Free Themes


Business Basic


Unlimited Products
No Turnover Limit
No Transaction Fees
20gb Data Storage
Free SSL Certificate
VIP Support
86 Free Themes

There really isn’t much to choose between these two packages, the only real difference is the 2% transaction charge that you get with Shopify.

Free Trial

Both platforms offer a free 14 day trial of their paid plans and neither require you to give over any payment information before taking out the trial.

With Wix though, you do get the option of keeping a site on their free package but you can’t accept order via the Wix Stores app. You will also have to use a domain name.


As two of the biggest website builders in the world, you would expect them to both come with a good range of features, but what do you get exactly?


As Shopify was designed primarily as an ecommerce platform, it is not surprising that the majority of their features are aimed at ecommerce. Even with the basic package, you get a large range of features built in to the platform as standard and as you move on to the larger packages, you do get more features.

Ecommerce Tools

  • Dropshipping Integration
  • Flexible Shipping Rates
  • Multi-Language
  • Product Reviews
  • Digital Products
  • Gift Vouchers
  • Shopify Management App

Marketing & SEO

  • Google Adwords Credit
  • Sell on Facebook
  • Discount Codes
  • Abandoned Cart Recovery
  • Auto Generated Sitemap
  • Social Share
  • Blog
  • Custom Meta Data
  • SEO Friendly URL’s


  • Product Reports
  • Traffic Sources
  • Google Analytics
  • Day, Week and Monthly Reports

Payment Gateways

  • Shopify Payments
  • PayPal Express Checkout
  • Amazon Pay
  • Klarna
  • Worldpay
  • Sagepay
Shopify App Store

Shopify App Store

If the standard features of the Shopify platform aren’t enough for you, then you do have access to the Shopify App Store, which has over 3,000 apps that have been made by the Shopify team or third-party developers that add a variety of different functionality to your store.

Unfortunately, not all of these apps are free to use, many come with a free trial or plan but to get access to all the features, you will need to use a paid plan and if you are not careful, this can make Shopify quite expensive.


As Wix was originally a website builder and the ability to sell on the platform comes in the form of the Wix Stores app, this adds a checkout and product pages to your Wix website. Combined, Wix and the Wix Stores app offer the following features:

Ecommerce Tools

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

Marketing & SEO

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


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

Payment Gateways

  • PayPal
  • Wix Payments

With all Wix packages, you also get access to the Wix App Market, which has a variety of apps that are made not only by the Wix team but also third-party developers. While not as big of a selection as you get with Shopify, there is still a good range to choose from.

While the majority of these apps will have some form of free plan, to get all of the features of the third-party developed apps, you will have to upgrade to a paid plan on top of your existing Wix package.

One of the things that really does let the Wix platform down is the poor selection of payment gateways on offer and there are no additional ones available in the App Market.

Theme Selection & Customisation


Shopify has a the largest theme selection of any fully hosted ecommerce platform with over 70 available in the Shopify theme store and over 1,200 to choose from through Themeforest.

Unfortunately nearly all of these are paid options with only 9 free themes available directly through Shopify.

When it comes to customising your theme, Shopify has always been a very good option as their theme customizer is one of the best ones out there as it uses a live preview along with different sections to allow users to customise the look and feel of their site.

Shopify Theme Customisation

The one big downside with the Shopify customizer is that it is pretty much limited to your sites homepage, there are some options for product and collection pages but for any custom pages such as About Me etc, you are limited to a standard text editor, which has basic layout options.


Wix has a larger selection of free themes with 86 themes that designed specifically for use with the Wix Stores App but it is unclear if all of the themes available will work. Outside of Wix, there are a few third-party developers who have produced paid for themes but the selection is much smaller than that of Shopify.

Wix are showing off a little bit when it comes to customising your theme as they have two different tools that you can use.

The first is the new ADI tool it is one of the few theme customizers available from a fully hosted platform that is better than Shopify’s one. It works off a very similar section based builder and there is a large number of sections to choose from, ranging from ecommerce specific to content related sections such as images, text and videos.

Wix ADI Theme Editor

What sets this apart from the Shopify tool, is that you can use these sections on every page of your site, not just the homepage. This allows you to have custom information pages such as about us and even custom product and category pages.

To add even more customisation to your site, most of these sections will have multiple different layout options. It is also very easy to edit existing sections as you just need to hover your mouse over them and it will show options for manage, design and settings, click on whichever button you want to change and it will show you the relevant options.

The second option offers more layout control but is more difficult and sometimes frustrating to use as it allows you to make minor changes to your layout such as moving something slightly off-centre or making the margin at the top of a section smaller.

Wix Advanced Editor

It is very easy to spend a long time in the classic editor as you can make both major and minor changes to your site. But one of the main features of the classic editor is that you can easily install and configure apps directly on to your site, this is the best way to do it, especially if the app has design elements to it, such as Wix stores.


One of the reasons why people choose a hosted platform such as Shopify or Wix is that they get help and support to run their website. But how good is either platforms offering?


Shopify offer all of their users 24/7 access to their support team but it is not completely straightforward to contact them. This is because you need to go in to the Shopify help centre and perform a search query in order for the button that allows you to contact the support team to appear.

Once you do get through to this page, there are a variety of options such as phone, email and live chat. There is also a community support forum that is a great source of information and is frequented by members of the Shopify support team and also some very knowledgeable users.


Wix aren’t exactly upfront about the support options you get with the Business Basic plan, which meant I had to do a little bit of digging and it seems that you get 24/7 call back for English speaking support but other languages is limited.

Outside of the call back support feature, there is only the option to submit a support ticket and both of these options mean that you are waiting on the Wix support team, rather than being able to make the initial contact yourself. This is one area that a lot of Wix users complain about.

Hosting & Performance

Shopify and Wix take a very different approach when it comes advertising their hosting information. Shopify are very upfront and provide the following information:

  • Unlimited Bandwidth
  • Unlimited Storage
  • PCI Compliant Servers
  • Free SSL Certificate
  • 99.98% Uptime
  • Blazing Fast Servers

Wix on the other hand are quite secretive when it comes to their hosting setup and after some digging, the only things that I could find are, that they include a free SSL certificate, have 99.9% uptime and 50gb storage.

This doesn’t stop me putting both platforms to the test! And to do this, I took three of their customer example sites and ran them through Pingdom’s speed tool using their Washington D.C and San Francisco servers and Google’s Page Speed Insights tool. I did this once a day for three days to get a nice spread of data, so how did they do?

D.C Server: 1.07 Seconds
SF Server: 0.98 Seconds
Google Mobile: 38/100
Google Desktop: 80/100

D.C Server: 6.52 Seconds
SF Server: 6.72 Seconds
Google Mobile: 12/100
Google Desktop: 28/100

It isn’t even a contest between these two platforms when it comes to performance, Shopify is the clear winner! The average load times of around 1 second and the decent Google scores put Shopify towards the top of pile when it comes to performance, even though an improvement in mobile performance wouldn’t be a bad thing.

All of the Wix stores performed really poorly across all of the tests, not only were the average load times slow but they were also inconsistent, with the tests showing from 1 to 3 second differences. Google provided no redemption either with Wix coming in last place of all the platforms tested using this method.

Ease of Use

Now I do know that ease of use is subjective to the person using the site so the following is just my opinion and should only be used as a guide.

Getting Started


Shopify has a really simple sign up process, all you need is your email address, create a password and a name for your online store. Once you have entered this, Shopify will ask you what stage your business is at and also what industry you are in, so that it knows the best information to give to you when you get started.

Once you have completed the sign up process, you will be taken to the Shopify dashboard and be greeted by a short set up guide. This set up guide is a bit lacking in comparison to other platforms but the team at Shopify have created a series of videos in their academy that shows you more in-depth how to get your site set up.

Shopify Dashboard

It is worth watching this video series as there is some good information in there, along with some handy tips.

The Shopify dashboard itself is very well designed and has an almost minimalistic feel to it but every section of your site is easy to access from the sidebar navigation menu. And it doesn’t take long to learn where everything is within the dashboard as all of the headings are clearly labelled.


As Wix offers a free plan for life, it gives two ways in which you can try out the Wix VIP plan. This first is to sign up to a free Wix account and then go into the premium subscription section of the settings and upgrade your account. Alternatively, you can go to the pricing section of Wix and select the VIP and sign up through there.

Either way, getting started with Wix is very easy and once you have completed the sign up process, which only requires an email address and a password. You will be able to sign in to your dashboard and on your first sign in you will be asked if you want to set your site up using the new ADI (Artificial Design Intelligence) or the classic editor.

Wix Set up Dashboard

With the new ADI tool, you will be asked a few simple questions and then Wix will build a basic website based on these answers. This can also include installing apps such as Wix Stores.

When you have completed the ADI set up, you will be taken to your dashboard and will be greeted by one of the most comprehensive set up guides that I have come across and includes steps such as setting up your online store to getting started with marketing your site. The amount of steps in the set up guide will depend on which apps you chose to be installed when you went through the ADI.

The Wix dashboard is easy to use but is a bit more cluttered than the Shopify one. The headings are clearly labelled and it doesn’t take long to get used to navigating your way around.

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


Shopify have gone for a single page layout for their add new product page and as with the Shopify dashboard, it has quite a minimalistic feel but all of the important sections are there and this makes it very easy to add a new product.

Shopify Add Product

One of the things that is a little different with Shopify, is organising your products as they have developed their own collection system. In the manual mode, this works in a very similar way to a traditional category system but the automatic mode uses rules based off product tags and to get this working effectively, it is worth reading through the Shopify documentation.

Creating sub-collections is also not completely straightforward, as this has be done when you are editing/creating your sites navigation menu, not in the collections creation or edit page.

Managing your inventory is made easier in Shopify as they have created an inventory page, which allows you to quickly update your stock inventory. If you want to make changes to the pricing, SKU code or any other field from the product, then you can select the products you want to edit from the product overview screen and then click the edit product button, which allows you to make updates in bulk.


The add new product page in Wix is very similar to Shopify, in terms of being a very simple, single page layout. What is slightly different, is that you pick whether you want to add a digital or physical product before you are taken to the add new product page.

One thing that is good with the Wix Add Product page is that there are options to promote your product directly from the page, this allows you to start marketing your new products instantly.

Wix Add New Product

In another similarity to Shopify, Wix also uses collections but they work the same as a traditional category system. Adding a new category is very simple but one of the negatives is that you cannot create sub-collections, this can make organising a large variety of products quite challenging.

The Wix platform is very limited when it comes to managing inventory as there is nothing you can do from the product overview page. Any edits such as stock quantity or price, needs to be done on a product by product basis and once again, this isn’t great if you have a large inventory.

Managing Orders

Shopify is quite limited when it comes to managing your orders as you can’t print off order invoices or packing slips directly from the order overview page. Instead, this has to be done on an order by order basis, which could get tedious if you have a large number of orders.

But you can update order statuses, collect payments and export your order information via CSV format in bulk.

Wix – Unfortunately, I was unable to test the Wix order management system out as it wouldn’t allow me to create a test order. If I do get to try this out, obviously I will come back and update this post.


Shopify Summary

Theme Selection & Customisation
Hosting & Performance
Ease of Use

Shopify Pros

• Theme Customisation
• 24/7 Support
• Easy to use Admin Area
• The App Store
• Very Good Performance

Shopify Cons

• Transaction Fees
• Automatic Collection system is a bit complicated
• No option to bulk print invoices


Wix Summary

Theme Selection & Customisation
Hosting & Performance
Ease of Use

Wix Pros

• ADI set up
• ADI theme customisation
• Dashboard set up guides
• Wix App Market
• Add/edit product page

Wix Cons

• Hidden support contact details
• Poor Performance
• Limited payment gateway options
• Slow loading times within the dashboard
• Lack of sub-categories



Winner Shopify

I very rarely say that there is an outright winner in my comparisons but Shopify is the clear winner in this one. Their ecommerce offering is more complete system and offers a good range of features along with theme selection and customisation. The hosting environment is also much better suited to ecommerce websites.

Wix isn’t all bad, it is a pretty easy to use platform and their new ADI theme customisation tool is one of the best out there but there are too many issues with the platform. The performance is the main one and this should be a concern for anyone with or planning on using a Wix website, the platform is also lacking some ecommerce features even though they are so closely priced.

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