Wix eCommerce: A Wix online store review for small businesses in 2021

Offering superb features and great design flexibility, all for a great price, Wix eCommerce is our top pick for any small business that wants to build an online shop

Our experts

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Are you looking for a quick, easy, and affordable way to set up a successful online shop? If so, you won’t go far wrong with Wix.

Based on our extensive user testing, Wix's ecommerce solution is our top pick for small businesses, and the best value platform on the market.

With industry-leading features, excellent design flexibility, and a raft of help and support, it’s easy to build an online shop that represents your brand.

However, Wix isn’t right for every business.

In this article, we’ll explore every aspect of Wix online stores, including sales features, templates, pricing, and pros and cons, to help you decide if it’s the best option for your online shop.

You can find a more general review of the Wix website builder here.

Wix eCommerce overview

It might be a website builder first and foremost, but the last couple of years have seen Wix really bolster its ecommerce capabilities, with the addition of essential tools and services that give your online shop every chance of success.

That’s why, as well as topping our list as the best website builder for small businesses, our extensive user testing has also found Wix to be the best ecommerce platform for businesses that want to create an online shop.

However, if you’re aiming to build a vast, multifaceted ecommerce operation, you might find Wix’s ecommerce offering limiting. It doesn’t have the same range of rich sales features offered by the likes of Shopify and BigCommerce, and its analytics aren’t quite as comprehensive.

That said, it’s a lot more affordable than these rival ecommerce-specific platforms, and its sales features are more than adequate for the average small business that wants to sell online.

Wix eCommerce pricing

Our best ecommerce platform is also the best value ecommerce platform, offering everything you need to create a successful online shop for a very reasonable price.

There are three different ecommerce plans, ranging from £13/month to £22/month (when paid annually).

You have four payment options for each premium plan: monthly, yearly, for two years, and for three years. The longer the terms you commit to, the cheaper your plan will be per month.

For example, if you choose the Business Unlimited plan and pay monthly, you’ll spend £19/month. Alternatively, it’s £16/month for a year, £14/month for two years, or £13/month for three years. And that’s without the current 50% discount.

The disadvantage of signing onto a longer contract is that you’re tied into it. However, that shouldn’t be a problem if you’re happy with your Wix store.

And if you’re not, there’s a 14-day money back guarantee.

0 out of 0
Based on annual payments
Plan main features
Free trial?
Business Basic

Business Unlimited

Business VIP


  • Accept online payments
  • Unlimited bandwidth
  • 20GB storage
  • Unlimited bandwidth
  • 35GB storage
  • Professional logo
  • 50GB storage
  • Priority response for your business
  • VIP support and visitor analytics

Wix ecommerce pros and cons

Wix pros

  • Wix is the best value ecommerce platform, judged by the quality of its features compared to the cost of its plans
  • Wix puts your brand front and centre, giving you the creative freedom to design a website that really represents your brand
  • The editor lets you manipulate elements in the frontend, so you’re never editing your storefront blind
  • Best sales features of any non-ecommerce-specific website builder

Wix cons

  • While it does have a great range of features, you may have to pay more for third party apps
  • Currently no option to change your template once you’ve published your website
  • Currently no multichannel integration allowing you to sell on other platforms

Our methodology: How did we evaluate Wix eCommerce for small businesses?

4.7 out of 5
  • Website features
  • Sales features
  • Design flexibility
  • Help and support
  • Value for money
  • Customer score

Our researchers ranked Wix as their top ecommerce website builder for small businesses based on extensive user testing of six different platforms.

Each builder was assessed on the factors that matter most to small business owners. Those key factors were ease of use, design flexibility, help and support, sales features, value for money, and website features.

Here’s how Wix performed.

You can find our full list of the best ecommerce platforms for small businesses here.

Website features

As well as its top quality sales features, Wix topped our ranking for its non-ecommerce features.

It’s difficult to identify one standout area, as it does well across the board. But it certainly earns points for giving you access to a comprehensive range of high quality, essential tools and services.

The third party apps available from the Wix App Market are generally focused around growing your online presence. Unlike with some other builders, they are available to download with no additional coding required.

As of June 2020, Wix has extended its ecommerce offering with the introduction of a number of neat new products and services.

Special mention should go to Wix Ascend, an all-in-one CRM and marketing product suite that allows you to connect with customers and turn them into paying customers through lead capture, boost loyalty and return visits, and build and manage your mailing lists.

Wix Ascend includes revamped SEO and marketing tools so you can reach even more potential customers.

Corvid by Wix is a “comprehensive web development” platform, which allows you to build professional web applications using the product's front end design tool or online “integrated development environment. Corvid supplies hundreds of UI elements that you can use and modify to build apps quickly, all while retaining the flexibility of your own code.

Sales features

Products and inventory

The process of adding and managing products in the backend is very user friendly, with an automatic counter that tells you how much stock you have left.

In the frontend, products are nicely displayed in a grid formation, and it’s easy to edit the imagery, copy, and title.

Payment options

Wix offers all major payment options, except digital wallet type payments such as Apple Pay or Amazon. It imposes no transaction fees beyond that made by your payment gateway, which is usually in the region of 2.2% + 30p.

Wix is fully integrated with Avalara, an automated tax solution that provides you with the most current tax rates for every transaction you could possibly make. This ensures you stay compliant with regional tax regulations and saves you a lot of hassle. Handy!


Wix allows you to customise your checkout page with your business name and logo, and add store policies and contact information in the footer.

With the secure checkout feature, you can give customers the option of completing a purchase either as a customer or a guest. You can also set up a confirmation email that’s automatically sent to customers once they’ve made a purchase.

And with abandoned cart recovery, you can send an automatic email reminder to your customer if they leave an item behind in their shopping cart.

However, unlike ecommerce operations like Shopify, Wix doesn’t link up with Royal Mail click and drop, which means you have to manually input names and addresses if that’s the service that you want to use.

Shipping and order fulfilment

Wix eCommerce's shipping functions is another area thats been given a shiny new 2020 upgrade. It's now easier than ever to organise, refund, and track orders in the dashboard.

You can now print and pay for shipping labels, and arrange unique tracking numbers for your customers through your online store. Any suppliers or manufacturers can be added to your system, so that they automatically receive a fulfilment request every time you receive an order.

If you sell internationally, you can set up shipping regions in the backend, adding different rules and costs depending on the customer’s location.

You can then add multiple shipping options and provide customers with a shipping estimate on the shopping cart page.


Selling in multiple currencies is not currently supported by Wix, but it does offer a currency converter app so that onsite users can easily convert your pricing into their local currency.

It also supports international sellers with a multilingual sites feature, which enables you to create multiple websites for different countries.

Sales analytics

Wix’s analytics capabilities have vastly improved over the last couple of years. Its store analytics function gives you access to all the data you could ever need to optimise your online shop, including site visits, revenue, top products, and average order figures.

Security features

All the essential security features you’d expect are included. SSL certificates are ingrained within all Wix sites, it’s Payment Card Industry Data Security Standards (PCI DSS) compliant, and is accredited as a level 1 service provider and merchant.

Design flexibility

A wix tshirt ecommerce template

A Wix eCommerce template

Essentially, Wix supports full website customisation without the need for you to use or understand any code.

Wix has an unrivalled 71 ecommerce-specific templates to choose from, spanning more industries than any other builder, and with tailored industry features to match.

And all of them can be endlessly tweaked and changed using its intuitive and user-friendly drag-and-drop interface, so you can create your perfect site. There are virtually no restrictions on where you can move elements on your website pages.

All templates automatically reformat to whatever device they’re viewed on, and you can see how your site will look on mobile within the desktop editor.

However, you better make sure you’re 100% certain you’ve designed exactly what you want, as there’s currently no option to change templates or reformat your website once it’s gone live.

As part of its 2020 update, Wix has introduced a tailored CBD offering, with templates, secure payments and shipping solutions, and advanced marketing tools designed specifically for businesses that sell CBD products (which we identified as a top business idea for 2020).

As this CBD offering is designed for the US market, we'd recommend thoroughly researching all the rules and regulations around the selling of CBD products in the UK before selling through your Wix CBD website.

Help and support

Wix tops our ranking for help and support. It doesn’t offer 24/7 phone support like some of its rivals, but its knowledge centre is an excellent resource, with a mix of videos, images, and text to help you achieve your desired results.

And if Wix doesn’t support a function that you’ve queried, it’ll let you know, so you don’t have to spend hours fruitlessly inputting variously phrased keywords to find what you’re looking for.

Another 2020 addition is the Wix eCommerce School – a portal that gives users access to live and on-demand sessions from other successful Wix merchants, agencies, and experts.

Value for money

Wix is great value – we can’t stress that enough. Considering the quality of its sales features, and the cost of its very reasonably priced plans, Wix is easily the best value ecommerce platform on the market.

Ease of use

From a user experience perspective, Wix is great. It has a simple interface with clearly identifiable icons, making it easy to manipulate different frontend elements and change fonts and colours. It’s also easy to create categories and add products, edit images and elements, and undo mistakes if necessary.

However, some testers said that they struggled to work out how to start a store using the ecommerce functionality.

What the users said

“It just looks really professional, even after adding a couple of buttons onto the homepage. It’s very clean, and you can easily identify where things are and how it would appear once published.”

“It's nice to have creative control, but with ecommerce, I almost wanted more structure. I’m now worried that, although I have created a site that aesthetically I'm pleased with, the end user may struggle to navigate around the site because neither I nor Wix have thought enough about the user's onsite journey.”

Wix eCommerce Verdict

Wix eCommerce is an excellent, all-round solution for anyone who wants to start selling products through their business website.

It’s fairly easy to set up your online shop, and thanks to Wix’s design flexibility, you can create a storefront that really represents your brand.

It’s also much more affordable than it could be given the quality of offering, with ecommerce plans ranging from just £13/month to £22/month.

However, if you’re looking to build a really big ecommerce operation, we would suggest trying a more sales-focused platform such as Shopify or BigCommerce.


Is Wix eCommerce free?

Wix does offer a free ecommerce plan which allows you to create an online store, but crucially, you won’t be able to accept payments until you upgrade. You’ll also have to adopt the sub domain .wix in your URL, which can look unprofessional.

We would recommend upgrading to a paid Wix ecommerce plan immediately.

Is Wix good for ecommerce?

According to our user testing, Wix is the best non-ecommerce-specific website builder for creating an online shop.

Wix makes it easy to build an online store and add on ecommerce features, while SEO and analytics tools can help you optimise it.

Many of the features that need to be added on to make your online shop a success are from third party providers, but they’re easy to download from the Wix App Market.

Is Wix better than Shopify?

Wix is much more affordable than Shopify. In fact, Wix’s most expensive plan is cheaper than Shopify’s cheapest plan, and it still has excellent ecommerce features.

It’s also easier to set up and run an ecommerce site using Wix, with a lot of scope for customisation.

That said, if online selling is the primary function of your operation and you want to create a large, scalable store, Shopify is probably the better option. For example, Shopify provides business-specific prompts to help you optimise your online store, including product SEO, which can really push your products to potential customers. It also offers more sales features than any other builder.

Henry Williams headshot
Henry Williams Content Manager

Henry has been writing for Startups.co.uk since 2015, covering everything from business finance and web builders to tax and red tape. He’s also acted as project lead on many of our industry-renowned annual indexes, including Startups 100 and Business Ideas, and created a number of the site’s popular how to guides.

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