Wix vs Shopify – Overview

The battle between Wix vs Shopify, two website builders that are popular with eCommerce users, has always been tight and fierce. On the one hand, Shopify: a devoting e-commerce that enabled 600,000 businesses to gain over $55 billion in total revenues. On the other hand, Wix: a drag and drop website creator, with online sales capability equipped. Wix is primarily a website builder, while Shopify is made specifically to help people establish themselves online shops. Both are friendly start-to-be, but Wix is simpler to use because it isn’t as powerful as Shopify. To small companies, Wix is great, while Shopify has much bigger sales to deal with.

We will break down our detailed research on individual platforms in this thorough overview that includes price, SEO, customer support, ease of use and far more. How Wix and Shopify can do exactly, and who each is better suited for you, LitExension is here to answer them all.

Ease of Use

Let’s dive into this: the ease of use of Wix’s business model is important. It’s a drag-and-drop creator, you can click on the feature (such as an image) and drag it to where you like. It’s that convenient.

Wix vs Shopify
Wix’s drag-and-drop editor makes it easy to customize the design of your site.

This is absolutely great when you want to build a website, but more structures will be helpful when it comes to online stores. According to a recent research, Wix and Shopify have been put into a test. There was a broad consensus that editing the templates of Wix is incredibly simple. Here are some of their thoughts:

Wix was good because it provided more creative freedom, but was slightly more confusing when adding products and creating categories in comparison to Shopify.

I had no real issue with Shopify as a platform – it was super easy and effective to add products. I can’t imagine it being as simple as Wix’s drag-and-drop interface, but sometimes you just need more structure – and this is where Shopify works better.”

Shopify keeps the dashboard and editing system separately. You can attach products, manage sales and create email ads. And while the editor of Shopify is more stringent than Wix, the templates have already been designed to help you to sell.

Wix vs Shopify
Shopify’s editor is where you can make adjust to your online store’s aesthetic.

Shopify has proven to have a steeper learning curve than Wix. However, in the long term, this extra structure would make the entire online shop easier to create.

The Verdict: In the competition between Wix vs Shopify regarding user-friendliness, both platforms are quite similar. The difference is that in Wix, you don’t have backend control as much as you have in Shopify, making the whole process harder.

Template Design and Customizability

It’s all about architecture. You, surely, less opt for going to the store, right if you’ve passed a disordered shop window? For online stores, it’s no different. A wide variety of free and paid themes are available on both platforms. The great benefit of the themes of Shopify is that they are genuinely designed to help you sell with business-specific purpose.

Wix vs Shopify
Shopify’s themes are created by independent designers, ranging from free to $180

39% of online shopping in the US is processed on mobile, and this figure is going to increase. Shopify and Wix’s themes are both supported on mobile, so that your store works just as well as with whatever kind of device that your customers use.

The 60 + themes of Shopify are revised and they cover a number of industries by Individual Designers. At the cost of $180, some of the paid themes of Shopify are on the expensive side, but you should see it as an investment in your store.

Wix, meanwhile has more than 500 models. You can also edit them quite quickly (see below for more).

Wix vs Shopify
Wix has over 500 templates and a dedicated Online Store section.

Unlike Shopify, the drawback of the Wix templates is that after you’ve picked one, you cannot switch, making it difficult for you if you want to rebrand your store.

It’s worth noting that Wix and Shopify provide industry-specific features on their models, making it much faster and easier to build your online store.

Can you make custom edits?

Don’t feel like you have enough space for customization? Wix and Shopify allows you to use HTML (Hypertext Markup Language) or CSS (Cascading Style Sheets) to make custom edits. Wix enables you to customize everything from web applications to page scrolling and can be accessible by hitting “Code” and then “Developer Tools” in the Wix Editor. Having done this, you’ll completely take control of your Wix website’s appearance.

Shopify facilitates custom edits. On the Shopify Admin tab, just press Edit HTML/CSS and you are ready to code to customize your store the way you want.

The Verdict: Wix beats Shopify in the field of design. It makes it great for a small trader because of the simplification of the design. Templates from Wix are packaged so that you can quickly do the basics. But if you want a more robust online store optimized for sales, Shopify’s themes are for you. 

Sales Features

This is where Shopify shows off its muscles. Wix isn’t as strong as Shopify, but you still have an amazing variety of choices. 

Product Types

You can sell physical, digital and service products on Wix vs Shopify. However, you need an app with Wix to sell your service products, while Shopify needs an integration with third parties apps to sell digital products. The ability to sell the other two product types is built into each platform.

Product Presentation

Shopify gives you a lot of flexibility in terms of the design of your products. With multiple variants you can add unlimited products, which is a huge plus. However, to allow product zooming and product videos, you need to install third party apps.

Wix makes your products shine bright. It provides an integrated product video feature to improve the experience of your customers and you can easily add a product zoom function.

Payment Options

Shopify covers almost every area. It allows more than 100 payment types, but it currently does not support Square. In addition, transaction fees must be paid-unless you use your own built in gateway – Shopify Payments.

All the traditional payment solutions, including PayPal, Stripe and Square, are sponsored by Wix, however, digital payments including Apple Pay and Amazon Pay are unavailable.

Shipping Options

Shopify helps you at all steps in the complicated shipping cycle, from free shipping to coordination with alternative shipping providers. In short, when you organize shipping with Shopify, you’re never left stranded.

Wix doesn’t quite match with Shopify. For example, Wix does not offer printable shipping labels when you track orders and set tax rules for each product, and you may need apps to assist you with global payments for shipping.

Inventory Management

Shopify has the whole inventory package. You can upload individual or multiple items, use stock management tools, receive income reports and quickly navigate your way around easily.

Wix is made for smaller online stores. It can be said that Wix’s stock management is smaller than Shopify, because you need apps to assist with sales reports and visitor review. 

Abandoned Cart Recovery

Shopify knows what it can do for traders like you to sell online. Abandoned cart recovery allows you to send emails to customers who left your site before checking out with products in their cart.

Analysis reports will increase your income by 25 percent by recovering lost sales! At present, an abandoned cart recovery can only be accessed via a third party app with Wix. 

Tax Settings

Wix helps you to enable and disable taxes, including commodity rates taxes and more. It would be great if you use Avalara – an integrated software program that can help measure tax rates in real time.

As you expect, Shopify gives you tons of control over your settings. You can set up Shopify to automatically deal with common tax calculations to free up yourself with lots of time. 

The Verdict: Shopify is the obvious winner for sales.

Marketing Features

Shopify relies heavily on marketing software from third parties. While this gives you plenty of versatility, it’s difficult to put the two platforms in a fair comparison with so many apps floating around.

On the other hand, Wix has turned the table with Wix Ascend.  As an all-in-one marketing solution, it is available as a separate subscription, that allows you to easily manage marketing campaigns in one place.

Social and Media Integration

Shopify’s multi-channel integration is one deal-breaker between Wix vs Shopify. You can connect your online store to social media accounts such as Twitter, Instagram and market places such as Amazon and eBay.

Nowadays, 48% of people are looking for products on the market. You should sell on various channels, and this is something that Wix falls short of.

Email Campaigns

As already stated, Wix Ascend allows you to monitor all marketing activities in one place. While you can still send three email campaigns a month without an Ascend subscription, you get premium features and a much higher campaign quota if you do subscribe.

With Shopify, you can build email campaigns on the manager page. However, you can install apps such as Omnisend Email Marketing and Privy for more versatility.


Wix allows you build gorgeous blogs with ease. In reality, the only hindrance it stumbles over is about archive functionality, which saves old posts for users to read. If you really wanted to experience this unique function, you’re better off using a blogging specific tool like WordPress.

In the area of blogging, Shopify does not do well. There are no analytics, social bookmarking and searching features built-in. Basically, its blogging features are quite bleak.


Search Engine Optimization guarantees that your store is ranked in a strong position in the search engine.

Both Wix and Shopify facilitate:

  • Adjust titles/descriptions – the headline and text that appears in Google
  • Customize URL slugs 
  • Attach alt text to images – text that Google reads to understand what your images actually describe.
  • Get better guidance with ‘SEO best practice’ prompts

However, Wix has some edges over Shopify here. It provides keyword support, suggesting common words or phrases that are worth using – something which Shopify does not support.

The Verdict: Wix clearly wins in the round of marketing. It’s very close, but Wix offers more than Shopify if you take into account the superb blogging features as well as Wix Ascend’s strength and simplicity.

App Stores

Integrating apps will support your online store by providing you with more resources and features to help improve the performance of your store. Wix and Shopify both have apps stores providing many free and paid apps to support e-commerce in all regions.

The App Store of Shopify, with the diversity in function, allows you to grow your store to a bigger scope. You can add a wishlist, make a dropshipping, add product reviews, and change currency – and that’s just the beginning of many great apps you haven’t discovered yet!

Wix, however, can not match Shopify in the sphere of eCommerce-specific apps. This is because the number of apps is distributed into content-based and eCommerce-based apps. The fact that Wix is originally a website builder kind of explains why this platform favours many development apps. Therefore, in many cases, Wix users have to turn to other 3rd-party apps to powerfully boost their stores.

The Verdict: In terms of eCommerce integrations, Shopify has a superior app store than Wix, because it has more options to choose from. 

Customer Support

Consider the level of support you may need in Wix and Shopify. 

Both platforms are available with:

  • Telephone and email assistance
  •  Dedicated social media  channels
  •  A support center

Nevertheless, support for Shopify’s phone is 24/7. Shopify also supports live chat, while Wix does not have the feature. 

Wix vs Shopify
Shopify Help Center

One important point in Wix’s favor is its in-editor help. It may frustrate you to have to click back and forth between a guide and your store, but with Wix, you will get help instantly from the editor.

Flip your mouse over the question marks of the editor and create small speech bubbles that respond to common problems. In Shopify, this method is more clunky and you have to access a different page.

Wix vs Shopify
Wix’s handy in-editor help is brilliant for quick answers there and then.

Hundreds of articles and videos are available in Wix’s Support Centre. The interface is simpler than the Help Center of Shopify, which does not include videos. However, both hubs have more than sufficient information to respond to your questions.

The Verdict: Wix’s customer support is generally better than Shopify. It’s great to have Shopify support around the clock, but a more comprehensive help center and direct support in the editor make Wix surpass Shopify here.

Value for Money

Without looking at the price, Wix vs Shopify comparison would be so incomplete. Let’s see which one gives you a better price.

Wix Pricing

Wix pricing varies slightly between its 2 options: Website and Business & eCommerce. Today, we will be focusing on the eCommerece side of Wix. The three Business & eCommerce Wix plans are:

  • Basic Plan– $20/month
  • Unlimited Plan– $25/month
  • VIP Plan– $35/month
Wix vs Shopify
Wix Pricing

All plans include unrestricted bandwidth, 20GB-50 GB of storage and $300 in business vouchers are included.  Moreover, the Wix Business VIP package upgrade provides you with priority responses and VIP assistance.

Shopify Pricing

Shopify’s three main pricing plans are:

  • Basic Shopify – $29/month
  • Shopify – $79/month
  • Advanced Shopify – $299/month
Wix vs Shopify
Shopify Pricing

Shopify Basic can satisfy your needs unless you run a large shop. You will receive discount codes, unrestricted storage products and multi-channel integration. Upgrading to Shopify or Advanced Shopify provides better analysis and reporting.

The Verdict: Shopify provides a better value for money than Wix. Thanks to the tools included as standard, Shopify is a better investment if you intend to build a fully-fledged online store. The more advanced your store is, the more you will enjoy being on a Shopify plan. 

Wix vs Shopify – What is the overall winner?

The battle between Wix vs Shopify is obviously hard to end up with a winner in every aspect.

Shopify collaborates with some of the largest companies in the world, including Budweiser and Tesla Motors. For full-time enterprises, it is a more optimal choice.

Wix is better for people who want a limited amount of products, while Shopify can support from small businesses to large enterprise. Shopify is only suitable for online store, while Wix is also ideal if the main focus is not completely about online stores.

In that respect, what should you choose? Let’s take a quick look at the recap of comparison before giving you some final suggestions about selecting the best business-specific purpose website builder for you.

Wix vs Shopify



Ease of Use Wix couldn’t be easier to edit the front end of your site, but you lose creative control in the backend. Shopify is easy to use in all areas, particularly in inventory management.
Design Wonderful templates, easy to edit; optimal for smaller online shops. Offers great themes exclusively for online sales.
Sales features Allowing you to sell products, digital or service, lets your products shine, and the overall sales tools are quite simple. The best sales capabilities on the market, including good integrated analytics and stock management tools.
Marketing features Wonderful marketing attributes, particularly blogs. The integration of social media is a great deal, along side powerful SEO.
App Stores A massive app store, but less e-commerce specific integrations than Shopify. Another huge app store with countless e-commerce integrations to drive sales forward.
Help & Support Emails, social media and telephone assistance, plus a forum that’s extremely helpful. Support for 24/7 telephones and live chat, but no on-site editor.
Value for money May build a shop free of charge, but users must upgrade them for three economic e-commerce plans to sell. Excellent value for money if you want your company to develop. It also provides a free 14-day trial.

Why Choose Wix instead of Shopify?

  • Suitable for websites that sell a few products
  • A wide range of creative control
  • More themes available
  • More decent blogging features
  • Set up a store free of charge

Why Choose Shopify instead of Wix?

  • Suitable for larger businesses
  • Facebook sales across multi-channels and much more
  • The most optimal sales tool in market
  • Integrated tools for analytics
  • Supports more gateways for payment

Wanna get a taste of Wix or Shopify?

After reading this analysis between these two platforms, I guess you might have made up your mind about the platform that is suitable for your online business. If you are ready to go for it, then here comes our migration service that’ll help you transfer all your data to your desired platform.

Especially, if you are a Wix store owner and now are leaning towards Shopify after reading our comparison, do you wanna give it a try? Our Wix to Shopify migration is now totally FREE by using LitExtension Wix Import App!

What if your store’s is running on other platform and still want to experience Shopify? Don’t worry! We have also made a migration app helping you transfer 100 entities from any ecommerce platforms to Shopify for FREE.

Migrate as many times as you want with limited entities to see how your store is gonna look like on Shopify.

If you want to proceed to a full migration with LitExtension, simply walk your way through the steps below!

  • Step 1: Register an account or Sign In on LitExtension with your Facebook or Google account
  • Step 2: Click on “Create New Migration” at the top right button of the screen
  • Step 3: Choose your Source Store and Target Store. Then provide source store’s URL into the blank bar.
  • Step 4: Choose entities you want to migrate and other additional migration features.
  • Step 5: Start a Free Demo or perform migration immediately.


Thank you for keeping up with this article this length. We hope that this Wix vs Shopify comparison has helped you to get to know both platforms and at some point, you could make up your mind about which platform you’ll be settling with in the future. Should you have any concerns, don’t hesitate to leave us a message via live chat on website or an email via contact@litextension.com