Wix ecommerce: A Wix online store review for small businesses in 2022

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

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4.8 out of 5
  • Website features
  • Sales features
  • Design flexibility
  • Help and support
  • Value for money
  • Ease of use

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

Based on our research, Wix also came in runner up for brand recognition, and it's definitely a name you'll have heard of. Wix's ecommerce solution is our top pick for small businesses, and the best value platform on the market. It also comes first amongst all the other web builders we've surveyed in both website features and design functionalities.

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.

But is Wix the right fit for your 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
You can also get 50% off annual ecommerce plans until the 26th of May.
  • FREE TRIAL 14 day money back guarantee
  • PRICE FROM £13 per month
  • 50% off annual plans until 26th of May
  • Perfect solution if you want more creative freedom
  • Great additional features that support everything any up and coming merchant needs
Summary Wix is the most popular website builder in the UK. When we say Wix really does have it all, we mean it. Its largely improved sales features now support multi-channels including Facebook and other marketplaces. The business basic plan, at only £13 per month, comes equipped with 24/7 customer support, unlimited product showcasing and the option to sell on social channels. If you want further insight into your ecommerce business and control of where you can sell, the £22 per month Business VIP plan comes with customised reports, marketplace selling capabilities and priority customer care. However, despite the product priding itself on its ease of use, a rather steep learning curve is required, particularly when navigating set "ecom" functionalities.
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Wix eCommerce overview

It might be a website builder first and foremost – and we found it performs best in the market for website features -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.

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.

That’s why in November 2021 we bumped up our rating for of Wix's sales features from 4/5 to 4.4/5, moving it into second place behind Shopify.

If you’re aiming to build a vast, multifaceted ecommerce operation, you might find Wix’s ecommerce offering is low on affordability. However, it's impressive website and sales functions mean whilst its payment plans can be a little out of pocket for more budget-friendly users, they offer excellent value for money.

That said, it’s a lot more affordable than rival, ecommerce-specific platforms, and it scores highly across all other areas including ease of use.

Wix eCommerce pricing

0 out of 0

Business Basic

Business Unlimited

Business VIP

Unlimited products
Secure online payments
Plans and recurring payments
Abandoned cart recovery

Multiple currencies
Advanced shipping
Sell on social channels
1,000 product reviews

Dropship unlimited products
Loyalty programme
3,000 product reviews

Our best ecommerce platform is also good value, offering everything you need to create a successful online shop for a competitive price. Wix comes in joint second from our research for value for money, ranking particularly highly for its generous feature allowances.

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 £17/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, or a free trial to check out first.

And another top tip: Wix frequently runs deals and discounts in the form of flash sales. Visit our Wix flash sale page for the latest on what deals are available, if any.

  • Best website features of any non-ecommerce-specific website builder
  • 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
  • You may have to pay more for third party apps
  • Small list of multichannel integration allowing you to sell on other platforms
  • Currently no option to change your template once you’ve published your website

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

0 out of 0
Overall Score
Based on our in-depth research and user testing




Square Online



All-round ecommerce platform for small businesses

Best range of apps and extensions

Best for ease of use and great design

Best value – start selling for free

Best sales features

Creating a simple online store


£13-£22 per month
£6.50-£11 until 26th of May

$29 – £299 per month

(approximately £21-£220 per month)

£15-£30 per month

Use code “STARTUPS10” to receive a 10% discount on all Squarespace plans


£0-£54 per month

£22-£216 per month

£13.99 per month (first term savings available)

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 – 4.5

As well as its top quality sales features, Wix tops our ranking for its non-ecommerce features scoring a massive 4.5 out of 5.

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. We also marked it joint top for blogging, with advanced tools like an optional search function helping it to reach 8/10.

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 – 4.4

Products and inventory

There's no inventory tools or functions lacking with Wix, and 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 most of the 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 that we've given a shiny new upgrade with our research. Following a recent update by the platform, it's now easier than ever to organise, refund, and track orders in the dashboard.

You can 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. In fact, along with Shopify, Wix is the only platform that offered all 8 of the functions we reviewed making it joint top of our list and scoring a full-featured 5 out of 5.


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 – 4

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 – 3.8

Wix's lowest score – but undeniably still impressive – is for help and support, at 3.8 out of 5. This is largely because it doesn’t offer 24/7 phone, social media or live chat support like some of its rivals.

That being said, Wix's knowledge centre was the highest-performing resource in our list, with a mix of videos, images, and text to help you achieve your desired results. Plus, if Wix doesn’t support a function that you’ve queried, it’ll let you know so that 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 – 4.2

Wix's ecommerce price plans offer great value. While it's not the most affordable option for SMEs, considering the quality of its website features, and the cost of its very reasonably priced plans, Wix is easily the best ecommerce builder if you want to focus on your online shop as much as your sales tools.

Ease of use – 4

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.

70% of users reported they were likely to recommend Wix to a friend. 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.

Wix website builder
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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 after your free trial ends.

Is Wix good for ecommerce?

According to our user testing, Wix is the best non-ecommerce-specific website builder for creating an online shop, in sales and website features it outscores Shopify (8.7) with an impressive 8.9 out of 10.

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 by £7 per month, 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.

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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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