Wix vs Shopify 2024 Comparison: Which Is Worth Your While?

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out of 5


out of 5

Though it’s a close race between these two ecommerce website builders, we recommend Shopify over Wix for big businesses and brand-conscious entrepreneurs. Shopify scores 4.8 out of 5 in our 2023 research – an increase of 4% since last year’s analysis. The builder is ideal for growing online stores, offering tons of powerful sales tools, third-party integrations, and scalable plans.

Wix is still a brilliant website builder to choose, scoring an equal 4.8 out of 5. Its strengths lie in its user-friendly experience and the high-level of creative control, but it just falls short of Shopify’s ecommerce capabilities.

In this Wix vs Shopify comparison, we’ll examine these two website builders closely and help you find the perfect match for your online store.

Best For Growing Businesses


out of 5
Top Choice

4.6 out of 5 stars

Sales Features

4.7 out of 5 stars

Design Flexibility

4.4 out of 5 stars

Value For Money

3.6 out of 5 stars

Help and Support

3.9 out of 5 stars

Customer Score

4.4 out of 5 stars

Ease of Use

4 out of 5 stars

Best For Small Online Businesses


out of 5

4.6 out of 5 stars

Sales Features

4.5 out of 5 stars

Design Flexibility

4.2 out of 5 stars

Value For Money

4.4 out of 5 stars

Help and Support

4.1 out of 5 stars

Customer Score

4.5 out of 5 stars

Ease Of Use

4 out of 5 stars

Shopify is better if you want to run a large store online.

Shopify is our number one choice for a reason – it has the best sales tools and is suitable for businesses of any size. Whether you’re looking for scalability or advanced ecommerce features, Shopify has everything you need, including built-in shipping, tax options, and a greater variety of payment gateways.

Check Out Shopify Here!

Wix is better for you if you're starting a small online store.

Wix is easy to use, very affordable, and a great option for emerging businesses – which is why it’s one of our top-performing builders. Its editor is incredibly beginner-friendly and Wix provides a comprehensive suite of built-in features. Plus you can get started with Wix’s generous free plan.

Try Wix For Free Today!

Wix vs Shopify: Quick Comparison

Wix Shopify
Ease of Use
Winner: It's a Tie!
Editing the front end of your Wix website couldn’t be easier, especially with its drag-and-drop editor. But its editor can look overwhelming to total beginners. Shopify is easy to use, particularly when managing your inventory, but for minute details it can be rather clunky.
Design Functionalities
Winner: Shopify
Over +800 beautiful templates which are really simple to edit, but you can't switch themes once your site is live. Offers templates designed purely for helping you sell online.
Winner: Wix
Can build a store for free, while paid plans are affordable and feature-rich. Offers a 3-day free trial. And for larger stores, advanced features can be worth the higher cost.
Sales Features
Winner: Shopify
Lets you sell physical, digital, and service products, but overall has pretty simple sales tools. The market’s best sales features, including excellent built-in analytics and inventory management tools.
Marketing Features
Winner: It's a Tie!
Outstanding marketing features, particularly with blogs, and Wix gives users access to a suite of strong SEO tools. Great for social media integration and SEO, and there are plenty of third-party marketing apps to browse.
App Stores
Winner: Shopify
Huge app store, but offers less ecommerce specific integrations than Shopify. Excellent app store with endless ecommerce integrations to help boost your site’s sales.
Winner: Shopify
Wix comes with free SSL, Level 1 PCI DSS compliance and built-in security measures on top of that. Shopify comes with the same level of security across all of its plans as Wix, but with added fraud prevention. The PCI compliancy is especially important as you need it to sell and accept online credit and debit payments.
Customer Support
Winner: Wix
Email, social media, and phone support, plus an incredibly helpful forum. 24/7 phone and live chat support, but doesn’t have any onsite editor help.
Are You Ready? Try Wix For Free Try Shopify For Free

Do you wish someone would just tell you whether Wix or Shopify is better for you? Our experts have created this quick and easy quiz so you can find out which platform is your best fit! Click below to get started…

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1. Ease of Use: Which Is More Beginner Friendly?

The Winner

It's a Tie!

These titan website builders are evenly matched when it comes to ease of use, with both Wix and Shopify scoring 4 out of 5 in our research. Wix is known for its editing simplicity, meaning you can get your store up and running in no time. And Shopify’s editor and powerful features make it easy to manage an online store.

If you’re selling online, time is money. The easier it is to build and manage your store, the more time you can spend attracting and serving new customers.

In this case, Wix and Shopify are incredibly easy to use with both builders scoring 4 out of 5 in our 2023 research.

Shopify is a powerful ecommerce platform designed specifically for creating online stores, meaning it’s super responsive to the needs and wants of a business owner. It uses sections and blocks to keep your pages clutter-free, but you do have to jump between the frontend and backend for certain features, which can feel disruptive to the flow of building.

Wix, on the other hand, keeps everything in one convenient place. Unlike Shopify, its editor allows you to simply drag and drop elements into place, which makes building your store quick and straightforward. However, the high level of control and customization provided by Wix can feel overwhelming, especially if you’re just starting out.

One thing we really appreciate about Wix is that it’s a What You See Is What You Get (WYSIWYG) builder – this means that when you make changes to your pages, you can see exactly what they’ll look like in real-time.

Wix ecommerce editor with pastel bakery store and editor UI in the left foreground
I found it easy to make changes to my store - just click on the listing to access the pop up menu and get started.

When you start building your store, Wix will take you straight to your chosen template. From here, you can customize every element to reflect your brand with only the power of your cursor.

Every Wix ecommerce template comes with a store page already included. When you want to add your products, click on the demo listings to edit them. You can also easily add a collection too, grouping products together for a better user experience. But be warned: you’ll run into frustrating barriers if you start increasing your inventory size.

Wix in Action: Ksenia Ponka

Ksenia Ponka headshot on dark background
Ksenia Ponka
PR & Marketing Practitioner
Ksenia helps companies uncover their growth potential and identify solutions to their problems. Her professional strength lies in effectively promoting companies and projects through omnichannel communication, combining PR, marketing, CRM, advertising, ecommerce, and social media marketing.
When I announced the launch of my website, more than 20 people wrote to me, asking for contact details for the agency that did the design. And when they heard that it was only me, using Wix, they couldn’t believe it.


Would you recommend Wix?

When I announced the launch of my website, more than 20 people wrote to me, asking for contact from an agency that did the design. When they heard that it was only me, using Wix, they couldn’t believe it. So that’s why I would recommend this website builder to other users.

How long have you been using Wix?

I started to work on my website, Ksenia Ponka, in March 2022. I had no experience in web design, so it was a challenge because I wanted a professional-looking site with multiple pages.

What do you like most about Wix?

Firstly, I tried to use the Tilda website builder, but the number of free templates and the interface weren’t a good fit for my needs. So although it was a great choice to create a portfolio, a resume, or a personal blog, it didn’t work for me. I needed a more complicated design but with easy-to-understand layouts and tools to adjust it. I didn’t watch any guides and how-tos to start a website. I just opened the Wix manager and went on. It was intuitive and user-friendly with plenty of possibilities, including online bookings, request forms, galleries, and sub-pages. Moreover, I got a free voucher for a website domain upgrading to a business account, which helps avoid the service’s ad on your page. Nice touch!

Is there anything you'd change about Wix?

Some in-built and third-party plugins cost extra, even if you’ve already paid for a business account. For example, you can choose a template with an online booking service, but if you want it to work, you need to pay, which is a bit frustrating if you already have a professional subscription. Also, even though Wix is a simple website builder for total beginners, some editor options can be intimidating at first.

Click the + to see our favorite part of Ksenia's website

Ksenia Ponka Homepage

Ksenia’s homepage makes a big statement. The color scheme is bold and striking against the stylish white background, and visitors immediately know what it is she offers.

Shopify's website editor, featuring a pop up bar to the left with theme sections
Shopify's editor gave me tons of control over my site, but unlike Wix's editor you can't just drag and drop elements onto the page.

Shopify is better equipped to deal with larger stores, and makes adding a large number of products much faster. This is because it’s a dedicated ecommerce solution that places the emphasis on selling and product management.

Still, you can get creative with your Shopify template and customize it to fit your business needs pretty easily. However, Shopify’s bulkier editor comes with its own set of problems and requires a steeper learning curve.

Wix and Shopify have also rolled out AI features to make the website building process easier for users. Wix’s ADI builder designs a basic site for you, and both Wix and Shopify now offer AI text generators within their editors. Wix’s AI Text Creator is simple to use and helps you produce content for your site, while Shopify Magic generates product descriptions – with more capabilities to be rolled out soon.

The two builders balance each other out. Wix’s editor is intuitive and simple to use, but the number of tools on offer can make the whole process quite daunting. Shopify, on the other hand, has a trickier interface, but there are better elements and features for an online store.

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2. Design Functionalities: Who Offers More Creative Control?

The Winner

Shopify has better design functionalities

Shopify just beats Wix for design. Its simplicity in design makes it a great option if you’re a small trader, and its templates and website elements are created with online stores in mind. If you’re looking to start selling and want to establish a brand online, Shopify’s the perfect fit.
Visit Shopify

When analyzing design functionality, we take a look at a wide range of factors including mobile editors, image libraries, and product pages. In this heat, Shopify is the best for design, scoring 4.4 out of 5 – an improvement of 14% since last year’s research.

But why is Shopify our preferred option for design? Let’s dive into it.

Mobile Responsive Designs

First up, you need to know whether your store will look good on all devices. Mobile commerce is on the rise, with sales expecting to reach $710 billion in 2025 – and that’s in the US alone. Both Shopify and Wix’s themes are mobile responsive, meaning your store will work just as well no matter the device your customer is using.

Wix has 800+ templates with ecommerce capabilities that are mobile responsive, while Shopify currently has 12 free themes and 100+ paid options which you can buy for $180 – $360. Every theme provided by each platform is mobile responsive — so your store will look good on any sized screen.

Are Wix and Shopify Mobile Responsiveness?

Yes, both Wix and Shopify offer mobile-responsive themes. These themes automatically adapt and optimize the layout of your website for various devices, ensuring a seamless experience on smartphones and tablets. With more and more users now visiting from mobile devices, mobile responsiveness has become a key feature in modern website design.

Template Choice and Price

Independent designers ensure Shopify’s 100+ themes are up-to-date and cover a range of industries, such as restaurants, sports, and pet supplies. It’s worth mentioning that most Shopify themes come with multiple styling options, so you can pick the version that best suits your brand.

shopify theme product page with price on the left and examples of theme in desktop and mobile view on right
I could preview different styles, and choose the one I liked the most. Click the image to browse Shopify's templates.

Of these templates, 12 are free and the rest will cost between $180-$360 to purchase. We get that this could be a dent in the budget, but it’s a one-off payment that you should see as an investment in your store. You get better design choices from paid themes, and it’s worth the extra spend to create something unique!

As one of our website testers said:

“It’s good for people who are willing to invest a lot of time and money to build something that is professional and scalable.”

Wix, meanwhile, offers 120+ ecommerce-specific templates, all of which are free. And if these don’t grab your eye, Wix actually has over 800 templates in total, but not all of them are designed for ecommerce. For this reason, Wix scores 4.2 out of 5 in our 2023 research.

Collection of Wix ecommerce online store templates
Wix has over 120 templates specifically designed for online stores, tailored for a huge range of industries. Click on the image to browse Wix's templates.

For creative control, Wix offers more freedom than Shopify thanks to its drag-and-drop editor. Shopify doesn’t let you drag anything anywhere like Wix does – this structure can be a plus if you need design guidance, or an annoyance if you want full control.

Based on our research, Shopify’s block and section-based editor makes it hard to go wrong when designing – it helped us structure the page in a professional way. With Wix, we appreciated the level of control we were given, but it was easy to go overboard and create a messy and cluttered page. Shopify’s editor keeps things simple.

Because of this, Shopify scores 4.4 out of 5 for its design flexibility. Wix sits just below with 4.2 out of 5.

If you want to take your customizations even further, you can make custom edits on Shopify and Wix using HTML (Hypertext Markup Language) and CSS (Cascading Style Sheets).

Velo by Wix allows you to customize everything from web applications to page scrolling, and can be accessed by clicking “Code” then “Developer Tools” in the Wix Editor. After this, you’ll have total control over how your Wix website looks.

With Shopify, it’s also really easy to make custom edits. Simply click “Edit HTML/CSS” on the Shopify Admin page, and you’re ready to code.

You won’t have to sacrifice design for features if you switch to Shopify.

3. Value for Money: Where Should You Invest?

wix logo
The Winner

Wix offers better pricing and value for money

Wix offers better value for money than Shopify. The more advanced your store, the more you will appreciate being on a Shopify plan – but Wix eCommerce offers plenty of scalability for an affordable price.
Visit Wix

Wix is better value for money than Shopify, scoring 4.4 out of 5 in this year’s analysis. Wix has a generous free plan to help you get a feel for the platform ahead of purchasing a plan, and its ecommerce plans come jam-packed with useful features.

Shopify falls behind in this category, scoring 3.6 out of 5 – a real improvement since last year’s research, however, boosting its score by a mighty 20%. What lets Shopify down in pricing are the additional costs that rack up over time, but let’s take a closer look to learn more…

Is Wix or Shopify Cheaper?

Both platform’s ecommerce plans start at similar price points, if you choose an annual plan. So how can we separate the two? Well, Wix includes a 14-day free trial and is cheaper in the long run if you move up towards advanced plans. Shopify’s plans hugely leap in price between upgrades, and it only offers a three-day free trial.

Shopify also charges transaction fees unless you use its in-house payment processor, Shopify Payments, whereas Wix doesn’t charge any extra fees. Neither platform will show ads on your store, and both let you sell an unlimited number of products.

We recommend choosing one of Wix’s annual plans to get the most value for your money. This reduces your monthly cost to $27 per month as opposed to $34 per month, and unlocks features that aren’t available on the monthly plan, such as a free domain and $300 ad vouchers.

a grid of features with different plans indicating which are available on which
I can choose from four ecommerce plans with Wix, each with different features, such as storage size and customer accounts.

Wix Pricing vs Shopify Pricing

Wix has three ecommerce plans to choose from which let you sell online. When billed annually, you can expect the following charge:

  • Core: $27 per month
  • Business: $32 per month
  • Business Elite: $159 per month

As you can see, all of Wix’s plans cost less than Shopify’s plans at each level.

There’s also a custom-priced Enterprise plan designed to provide tailored support to much larger, already established businesses.

Shopify provides three main pricing plans. If you choose the annual rate, they’ll cost:

  • Basic Shopify: $29 per month
  • Shopify: $79 per month
  • Advanced Shopify: $299 per month

The good news is these plans will only cost you $1 per month for your first three months (what a bargain!). After that, you can expect the regular fee.

In addition to these three plans, Shopify also offers Shopify Starter for $5 per month which lets you sell across social media channels without needing a website. On the flip side, there’s also Shopify Plus – the equivalent to Wix Enterprise, a custom-pricing plan for larger businesses.

Shopify packs more powerful sales features into its plans, but Wix still wins this category because of its lower prices and affordability when upgrading. And, despite its cheap entry plan, Wix doesn’t hold back on its features either, meaning you get great value for money even from its cheapest plan!

You can compare the cheapest plans below:

Wix Shopify
Free plan or free trial Free plan Free trial (3 days)
Number of plans 4 3
Number of ecommerce plans 3 3
Cheapest plan (yearly) $27 $29
Mid-tier plan (yearly) $32 $79
Advanced plan (yearly) $159 $299
Enterprise package Custom quote Shopify Plus starts at $2,000/month

Wix is the best value for money, giving you more features and usability for its price if you decide to switch.

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4. Product and Inventory Features: Which Is Best for Selling?

The Winner

Shopify has better product and inventory options

Shopify has a much more sophisticated range of product features than Wix. Its inventory management is also incredibly powerful and tough to beat. Wix does a good job, but Shopify is designed for big businesses with a lot of stock!
Visit Shopify

Shopify is the clear winner for sales features, but context is key.

This is the area where Shopify flexes its ecommerce muscles, earning an impressive 4.7 out of 5 in our 2023 research. Wix isn’t quite as powerful as Shopify, but with a score of 4.5 out of 5, it’s not far behind – you still have an impressive range of ecommerce features to work with.

Wix includes precisely what you need to sell online. If you don’t want to build a business or sell tons of products, you’ll enjoy the simplicity of Wix – but for more complex online stores, Shopify is best.

Shopify gives you loads of freedom when it comes to how your products look. You can add unlimited items with multiple variants, which is a huge plus. The only downside is that you’ll need to install apps to enable product zoom functionality, as well as product videos.

Wix really lets your products shine. It offers a built-in product video function to improve your customer’s experience, and you can easily add a product zoom feature.

Building a distinctive checkout page is great for your brand and your bottom line, which is something Wix does well. Card details can be stored via the “My Wallet” area of the checkout page, so Wix customers won’t have to go through the hassle of reentering information each time they pay.

Shopify has also made recent improvements to its checkout, streamlining the process into a single page and providing a range of useful features, including address autocomplete and location-based pricing.

Both Wix and Shopify allow you to sell physical, digital, and service products.

However, with Wix, you’ll need an app to sell service products, while Shopify requires a third party integration to sell digital products. The ability to sell the other two product types is built into each platform.

As you’d expect, Shopify is the full package when it comes to inventory. You can upload single or multiple products, use stock management tools, get revenue reports, and navigate your way around easily.

Wix is designed for smaller online stores. This means the inventory management is more limited than Shopify – you need apps to help with things like revenue reports and visitor analytics. However, you can add multiple products, which is really useful.

Shopify in Action: Blackland Razors

Shane swartzlander headshot
Shane Swartzlander
Shane started Blackland in 2015 and it quickly earned a reputation as one of the most respected companies in the shaving industry. Blackland's fueled by a passion for tools that blend both form and function, and everything they make is obsessively designed in-house, made in the USA, and backed for life.
I’ve been using website builders for about seven years for our business. As a non-developer, these tools have been incredibly valuable in creating great websites and I’d be happy to share my experience.


What attracted you to Shopify in the first place?

We switched to Shopify primarily because it’s an incredibly powerful commerce platform. On Squarespace we did a lot of workarounds and had limited access to analytics. Shopify’s detailed analytics and robust app ecosystem are highly valuable to us. Additionally, Shopify’s integrations are second to none and it has become the standard for ecommerce website builders.

How long did it take to make your site?

It took about three or four months of part-time work to get the Blackland Razors site complete and running properly. Much of that time was spent researching the platform and determining which apps to use which can be an overwhelming part of the process as Shopify is sort of like an iPhone – it’s not worth much unless you choose the right programs to put on it.

How easy to use is Shopify?

I think it’s approachable and accessible for most people to figure out reasonably easily. Plus, since Shopify is so popular, there are tons of users and developers who can answer your questions or do paid troubleshooting to help overcome whatever hurdles you run into.

What do you like most about Shopify?

Shopify’s modularity and adaptability make it difficult to beat right now. With the right apps, it can do just about anything you might need – whether that’s a simple store with a single product, a complex dropshipping empire, or a subscription product. You can even use it in person as a storefront POS. While it isn’t a magic bullet, Shopify has enough room for growth that we think it will do what we need for many years.

Is there anything you'd change about Shopify?

Shopify seems to be a little slow to implement community-requested changes. There are many Shopify threads from years ago about a feature that should be added with a lot of customers agreeing. Shopify team members will say they’re going to consider it and then it just never happens. There is a lot of that and I think Shopify sometimes hides behind their app store as a solution for things they don’t want to build. “We don’t do that, but this app does!” Each of those apps can slow down your site, add more tools that you have to learn, and cost money so adding apps to get features that should be native is frustrating.

What do you wish you'd known before you began?

I wish we had better understood which apps we need to have and which are a waste of time. Shopify has so many apps and it’s tough to know if/when you need an app to do what you want to do and which one you should pick. So we spent a lot of time stuck on problems that an app easily solves. Other times we got apps that we thought would be great, but we didn’t actually need. It’s all part of the learning process and now that we have that knowledge we could move much more quickly.

Payment Options

For payment options specifially, Shopify beats Wix – scoring 5 out of 5 for its payment variety.

Take a look at how the two website builders compare:

Payment Option Wix Shopify
PayPal ✔️ ✔️
Stripe ✔️ ✔️
Square ✔️
Apple Pay ✔️
Amazon Pay ✔️
Klarna ✔️ ✔️
In-house payment gateway Wix Payments Shopify Payments

Shopify permits over 100 different payment gateways, but it doesn’t currently support Square. On top of that, you’ll have to pay transaction fees – unless you use its own gateway, Shopify Payments to streamline the process.

Shopify Payments page inviting readers to sign up next to an image of a man holding a small pot with a pop up image of someone ordering that same product
Shopify Payments is Shopify’s own payment gateway, and the only way to avoid transaction fees. Click the image to explore Shopify Payments.

Plus, Shopify now allows merchants to enable tipping during checkout, or customize the text to ask for donations to your business or favorite charity.

And, Shopify doesn’t neglect your business needs – the platform recently launched Shopify Bill Pay, partnering with Melio, to help Shopify merchants manage and pay their business bills from a single dashboard.

In comparison, Wix supports all of the traditional payment options, including PayPal, Stripe, and Square, but doesn’t allow digital wallet payments like Apple Pay and Amazon Pay.

That said, it does have its own in-house payment option called Wix Payments, and doesn’t impose transaction fees no matter which payment gateway you choose. The lack of transaction fees means you get to keep more of your money compared to Shopify, but its limited payment options lets Wix down.

Do Wix and Shopify Have Discount Functionality?

Yes! With both Wix and Shopify, you can create discount codes for your customers. With Wix, this has to be a specific amount of money, though. Shopify is a bit more advanced here, in that you can offer percentage discounts.

Shipping Options

Both Shopify and Wix score 5 out of 5 for their shipping options, meaning you shouldn’t rely on this factor to make your decision. Shopify’s shipping tools help you every step of the way in the complicated process, from offering free shipping to syncing up with alternative shipping providers.

Shopify is also helping merchants offer flexible and contact-free shipping options, like curbside pickup and local delivery.

With Wix, you can track orders, set tax rules for each product, and take advantage of dropshipping. However, you’ll still need apps to help with global shipping payments. That said, Wix recently announced Wix Shipping, partnering with leading shipping platform Shippo – this solution should help Wix merchants manage and fulfill orders quickly and smoothly.

Do Wix and Shopify Offer Dropshipping?

With Wix Ecommerce you can install dropshipping platforms that will help you start a dropshipping business. Shopify is better for larger-scale dropshipping and can be easily done once you’ve found your supplier.

If you’re wondering which does dropshipping better? We recommend that smaller scale businesses go with Wix eCommerce and those who have medium to large invest in Shopify.

Tax Settings

Wix allows you to enable and disable taxes, include tax in the product price, and more. It’s best if you install the Avalara app, which is an automated tax software program that helps you calculate real-time tax rates.

As you’d expect, Shopify also gives you tons of control over your tax settings – you can even set up Shopify to automatically handle common tax calculations to free up your time and reduce brain-ache.

And if you’re a Shopify Plus customer, then you’ll get access to Avalara AvaTax, which automates both your tax calculations and the tax filing process.

No one wants to make taxes more complicated than they already are!

Shopify delivers high-quality sales features to help your online store grow quickly when you switch.

5. Marketing Features: How Can You Grow Your Site?

The Winner

Both Shopify and Wix have strong marketing features...

It’s a tie! Shopify and Wix offer reliable marketing features, whether that’s built-in to the builder already or available in the app market. If you’re looking to promote your business and target your audience successfully, both builders provide email marketing tools, SEO support, and social media integrations.

Wix and Shopify score an equal 5 out of 5 for their marketing features, but there are some key differences between the two builders.

For starters, Shopify covers the basic marketing tools in-house, such as newsletters and social media integration, but it relies heavily on third party apps overall with over 8,000 to choose from. Not only does this give you lots of flexibility, but you should always be able to find a solution to your problem thanks to Shopify’s range of apps.

From email marketing platform Mailchimp to social campaigns tool Remarkety Shopify’s app market could rival any website builder’s built-in features.

a grid of various graphs for measuing analytic data
I could track my Shopify store’s marketing metrics in the dashboard. This is vital to maintain a store’s growth.

On the other hand, Wix has changed the ecommerce marketing game with Wix Ascend. Ascend is a comprehensive marketing solution that is available as a separate subscription, letting you manage your marketing campaigns easily in one place.

Wix has also paired up with Semrush, meaning you can access Semrush keyword data straight from your Wix dashboard. Depending on your Semrush account you’ll either get 10 free keywords a day or more if you have a plan already. Overall, you’ll have access to 21 billion keywordswhich is awesome for your SEO marketing efforts!

If you want to read more about how each platform performs in particular areas, unfold the tabs below to see how Wix and Shopify compete for social media integration, email marketing, blogging, and SEO:

Shopify’s multi-channel integration lets you connect your store to social media accounts like Facebook and Instagram, as well as marketplaces like Amazon and eBay. For this reason, Shopify scores 5 out of 5 for this specific feature.

Wix also supports the ability to sell on Facebook and Instagram, so you can seamlessly transfer your ecommerce success to a whole new platform.

As of 2022, 45% of US consumers have said that social media helps them make shopping decisions, so selling across channels is a great way to get a leg up on your competition.

Wix Ascend gives you control over everything marketing-related, all in one place. While you can still send up to 200 emails per month without an Ascend subscription, you get premium features and a much higher email quota if you do subscribe.

With Shopify, you can create email campaigns from the admin page. However, for more flexibility, you can integrate your site with a number of apps like Omnisend Email Marketing and Privy

By recovering lost sales, research claims you can increase revenue by 25%! Think of it like sealing the holes in a leaky boat. Take abandoned cart recovery, for example – this lets you email customers who have left your website with items still in their cart before checking out.

Both Wix and Shopify support abandoned cart recovery.

Wix lets you build beautiful blogs with ease which is why it scores a perfect 5 out of 5 in our blogging sub-category. You’ll have everything you need to run a successful blog, from archiving posts to adding a search feature.

Shopify, on the other hand, does poorly in the blogging sphere, scoring a mediocre 3 out of 5. It has no built-in analytics features, no social bookmarking, and no blog specific search feature. Overall, its blogging offerings are bleak.

Search Engine Optimization is the practice of making sure your store appears in a strong position in search engine rankings.

Both Shopify and Wix make it easy to:

  • Add and edit meta titles/descriptions – the headline and text that appears in Google
  • Customize URL slugs – the text that comes after your domain, e.g. www.websitebuilderexpert.com“/ecommerce-website-builders/comparisons/wix-vs-shopify/”
  • Attach alt text to images – text that Google reads to understand what your images actually depict
  • Get further guidance with SEO best practice prompts

However, Wix has the edge here. It offers keyword support, suggesting popular words or phrases worth using – this has been further enhanced by Wix’s partnership with keyword tool Semrush.

Keeping track of your website’s performance is important. It helps you grow your business by showing you what is and isn’t working!

Both platforms provide access to Google Analytics, which gives you superb insight into what your customers are doing. This means you know exactly how to customize your website to earn more cash.

However, Shopify goes the extra mile with plenty of built-in analytics features, including customer behavior, stock levels, and conversion tracking. It doesn’t take much analysis to see which platform wins here.

6. App Stores: What Extras Do They Offer?

The Winner

Shopify has a better app store...

Though both builders score 5 out of 5 for their app markets, Shopify just takes the cake. When it comes to ecommerce integrations, Shopify’s app store simply has more to choose from. Wix is fine for smaller online stores, but for bigger and better ecommerce functionality (like global shipping payments), you can integrate the Ecwid app.
Visit Shopify

Shopify has a lot more apps to choose from than Wix – 8,000+ apps to be precise. This gives you huge scope to grow your store, making Shopify’s app store a great resource when you’re looking to upgrade. Among other things, you can:

  • Add a customer wishlist
  • Set up dropshipping
  • Add product reviews
  • Use currency conversion
Shopify app market with a search bar to browse the catalog and popular apps displayed below the main header
Shopify has thousands of apps to choose from in order to scale your online store, like Accessibly of Proft Calc.

Plus, the recently added Shop App is a personal shopping app that lets customers view their favorite Shopify stores, get product recommendations, and track orders. It’s already being used by over 16 million users!

Within the Wix App Market, there are over 500+ tools and services to browse, but only 48 ecommerce-specific apps. For an online store, we thoroughly recommend Ecwid to help you get started. Still, for apps that’ll support your business grow online, Shopify can’t be beat.

Shopify has over 8,000 apps to choose from, meaning you can quickly rebuild your store’s toolkit.

7. Security: Can You Sell Safely?

The Winner

Shopify helps keep your site secure...

Both Wix and Shopify provide plenty of measures to protect your online store, but Shopify just takes the lead in our 2023 research with a score of 5 out of 5. This is partly because of Shopify’s fraud protection measures, which is an area that Wix falls short in. Still, you should feel safe no matter which platform you choose.
Visit Shopify

Both Wix and Shopify take security very seriously and have plenty of measures in place to protect both you and your visitors, so you can sell safely online.

  • SSL security is included on every plan with both Wix and Shopify. This protects your visitors’ data when they submit information on your site (such as login or payment details) – and is also an important ranking factor for Google.
  • Both Wix and Shopify are certified Level 1 PCI DSS compliant, which means that your store is automatically PCI compliant too. This is good news because you must be PCI compliant if you’re selling online and accepting credit or debit card payments. PCI compliance is important for protecting payment information, business details, and reducing fraud.
  • Viruses, malware, DDoS attacks, and other nasties are always a risk to any website or online store. Luckily, Wix and Shopify have built-in security measures to help protect their systems and your store. Neither platform lists the details of these protections, since that would make them easier to crack, but it’s safe to say they’re working hard behind the scenes to keep their users safe online.

What nudges Shopify above Wix in this category is its fraud detection measures – where Wix relies on payment gateways, Shopify supports prevention internally by providing its merchants with fraud analysis, Shopify Protect, card testing protection, and more.

Stationery Wizards demo homepage with HTTPS padlock circled

Shopify keeps your website and customer data safe with its security measures, even when switching from another provider.

8. Customer Support: Who Has the Better Helping Hand?

wix logo
The Winner

Wix offers higher quality customer support

Overall, Wix has better customer support than Shopify. Having around-the-clock support with Shopify is great, but it’s the quality of Wix’s customer service which makes it the winner. A more comprehensive help center and support directly within the editor mean Wix takes the victory.
Visit Wix

On paper, Wix and Shopify are pretty much neck and neck when it comes to support. Shopify’s 24/7 phone support and live chat are huge perks, especially for users needing instant support, no matter the time of day.

And both Wix’s Help Center and Shopify’s Help Center are incredibly detailed, with hundreds of articles and videos to support you.

But one massive point in Wix’s favor is its in-editor help. It can be frustrating having to click back and forth between a guide and your store, and even more frustrating with Shopify’s backend interface, but with Wix, you can receive help directly within the editor.

When we tested building with Wix, we found this feature to be particularly useful. It was nice to solve a problem in real time as we were designing our website. For instance, we wanted to add a banner across our store advertising a discount, but many testers didn’t know how. We used the in-editor help to locate the banner and how to implement it all without having to leave the editor. This cut down a lot of time and meant we could keep building.

wix editor screenshot of on page support with pop-up search window
Wix’s editor is full of small question marks ready to open up support bubbles, where I could search for answers while I built.

Hover your mouse over the editor’s question marks and you bring up small speech bubbles, which answer common problems. In Shopify, this process is clunkier and requires you to visit a separate page.

Wix is the best option for reliable help and support, making the switching process easier than ever.

Our Testing Methodology

You may be wondering how we came to these conclusions. Every builder we review, rank, and compare has been thoroughly examined and tested by our writers and in-house research team. We even create demo sites that allow us to get first-hand experience with a platform’s strengths and weaknesses, containing multiple pages and elements. We do this to make sure we can present to you, the reader, the fairest and most honest view of these builders possible. We investigate important areas such as:

  • Website features
  • Design flexibility
  • Value for money
  • Help and support
  • Customer satisfaction
  • Ease of use

Within each of these categories, we focus on specific sub-criteria to assess where each builder falls in our rankings. Each category has more importance depending on the article, however. For example in this article, we’ve researched user wants and needs and found out that features are a major decision-maker. Therefore, we’ve added sections focusing entirely on comparing the Marketing and App stores of each provider.

Do you still have questions about our research process? You can read our dedicated page about how we conduct our website builder research for a fully detailed explanation.

Wix vs Shopify: Overall Winner

We’ve looked closely at both Wix and Shopify in our comparison article, and with the help of our 2023 research, Shopify is our top choice for businesses.

Its advanced sales features and scalability make it ideal for businesses of any size, but we have to recommend Shopify for companies with lots of products to sell since it has great inventory management tools. Shopify’s a powerful platform that can support long-term growth, especially with its huge app market, and though its plans aren’t cheap, we think it’s a worthwhile investment.

Wix isn’t a bad option at all, but it just falls short of Shopify in this instance. Wix is user-friendly, affordable, and its plans come jam-packed with features. It also gives you tons of creative freedom, making it ideal for brand-conscious entrepreneurs.

You Should Use Shopify If…

  • You’re running a bigger business
  • You need powerful features – Shopify has the best sales tools on the market
  • You want a good suite of built-in analytics tools
  • Your store needs a wider range of payment gateways

Shopify is our top ecommerce builder, thanks to its powerful sales tools and impressive app market.

You Should Use Wix If…

  • You’re starting or running a small online store
  • You want lots of creative control
  • You’re after a larger choice of templates
  • You plan to run a blog alongside your store – Wix has better blogging features
  • You’re on a budget – Wix has cheaper price plans, and you can start building for free

Wix’s customization and affordability make it a great option for smaller businesses.

Not sold on Wix or Shopify? That’s fine!

We know that finding the right ecommerce website builder for your business is an important step, and we’re here to help you find our perfect fit. Check out these alternatives next:


Yes! Shopify has its own template language called Liquid which you can access to make advanced customizations to Shopify’s themes. Wix code can be accessed through Wix’s editor and also lets you make advanced changes to its templates.
Some quick tips for selling online include:

  1. Research the market for the product you’re selling
  2. Choose the right website builder for you
  3. Learn about your target market
  4. Craft your brand with them in mind
  5. Start selling and learn from the data

Wix is the best for artists and photographers. It has a better selection of templates designed for artists and photographers than Shopify (plus they are free). Its design flexibility is better than Shopify’s too, allowing you to drag and drop any number of elements into its page. You can really make your website your own with Wix, compared to Shopify which is primarily designed for ecommerce.
Switching ecommerce platforms will require you to back up and migrate all your store’s data. This can be a long process and can require a lot of hard drive space if you choose to do it manually. There are automatic migration services that take care of it for you, like on the Shopify app store, but these can cost money.

Either way, make sure you have all your store details and data sets in order before you make the move. Set aside at least a week to do it as well. Once it’s all in the new platform and your payment details are all correct, start building your store once again!

Written by:
emma ryan author bio
I’m a Senior Writer at Website Builder Expert, which means I’m part of a great team that produces and updates content for the website. I specialize in writing highly-researched and accessible guides, comparisons, and reviews that provide readers with everything they need to know about getting started and growing online. I’ve also written about small businesses for Startups.co.uk, video optimization for Industry Today, and HTML for Digital Information World. While working for Website Builder Expert, I’ve gained expertise in website builders, ecommerce platforms, and hosting providers through hands-on testing and research analysis. I’ve also attended expos to further my industry knowledge – all of this helps me pitch fresh article ideas for the website. Additionally, I manage our website’s comments which allows me to have a good understanding of what you, our readers, care about.
Researched by:
I love to understand human behavior and the cognitive biases that drive us to do what we do. For over nine years I have worked as a mixed method researcher – research using a mix of numerical data and personal experiences – across a range of sectors, from insurance and policy development to finally arriving at Website Builder Expert five years ago. Fascinated by consumer decision-making, I meticulously built our leading ranking methodology to explore where providers like Wix sit within a competitive industry and what value they truly bring to our audience.
As a member of the Market Research Society, I’m an advocate for high ethical, commercial, and methodological best practices. All of this combines to give you the most ethical recommendations based on real data.


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