Wix vs Shopify: which is best for your online store?

Which ecommerce platform is better for small businesses? To find out, we put Wix and Shopify’s features, design flexibility and help and support to the test

Our experts

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It’s the match up fans have been waiting for since these two talented competitors entered the ecommerce space a few years ago.

Yes, it’s Wix vs Shopify, and startups.co.uk is honoured to play host to what is sure to be a historic bout.

In the red corner is Wix, the affordable website builder with ecommerce capabilities, weighing in at between £13 and £22 per month. And in the blue corner is Shopify, the ecommerce titan weighing in at between £20 and £211 per month.

Wix’s cheaper plans generally make it better for smaller ecommerce businesses, while Shopify’s superior sales features make it a great option for scaling online stores. But read on to find out which is best for your specific needs.

Let’s look at the stats.

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

Read our full review of Wix eCommerce here.

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

Read our full review of Shopify here

Wix and Shopify pricing comparison

Wix ecommerce plans

Business Basic

Business Unlimited

Business VIP




Secure Online Payments
Custom Domain
24/7 customer care
Unlimited products
Abandoned cart recovery
Social selling

Everything in Basic +
Automated sales tax - 100 transactions per month
Up to 250 products
1,000 reviews

Everything in Basic and Unlimited +
Automated sales tax - 500 transactions per month
Unlimited products
3,000 reviews

Visit Wix's pricing page for more information

Find more details in our comprehensive Wix Pricing page.

Shopify plans

Basic Shopify


Advanced Shopify

£20 per month

£56 per month

£211 per month

2 staff accounts
Unlimited products
Free SSL
Abandoned cart recovery
Social sales channel
Discount codes
Gift cards

Professional reports
International domains
International pricing

Advanced report builder
Third-party calculated shipping rates

Visit Shopify's pricing page for more information

You can find a full rundown in our dedicated Shopify Pricing guide.

How did we compare Wix and Shopify?

In order to fairly compare Wix and Shopify, we put both ecommerce platforms through rigorous user testing. Our researchers assessed each online store builder on six key areas to see how they measured up against each other.

Those areas were:

  • Website features – everything from its SEO support, to marketing and app integrations
  • Sales features – payment options, transaction fees, inventory and more
  • Design flexibility – how much creative control do you have over the look of your website?
  • Help and support – how easy is it to find answers to queries or get direct support from an agent should you need it?
  • Value for money – does the quality of its offering justify the price tag?
  • Ease of use – how do its customers feel about its user experience

Website features

Quality of website features

Where Wix's ecommerce platform really shines is that you can fully customise your website or online store without any code. All features can be edited within the storefront, so you know exactly how they will look while editing. Wix also offers a decent range of around 250 add-ons and extensions through its app market.

While Shopify’s design features are inferior to Wix, its business and functional website builder tools are second to none. And with over 4,000 available integrations available through its Shopify App Market, you can pretty much add any functionality to Shopify. They’re all high quality, but for some, you’ll have to manually enter the code or rely on a theme that already incorporates that feature.

Verdict: A draw

Both offer high quality features. Wix’s are better for design-oriented people. Shopify’s are more functional.


Setting taxes to automatically amend the customer’s region at checkout is easy with Wix, though you will need to enter the rates that apply to each country yourself. Wix beats Shopify on languages, with 27 available to customers on the storefront. Wix now also supports multilingual sites, which makes it easy to create different versions of your website for different countries.

Shopify allows you to set your Shopify Checkout to automatically amend taxes depending on the region of the customer, but you’ll need to manually enter the rates first. Seven languages are available to visitors, including French, German, Japanese, Italian, Brazilian, Portugese, Spanish, and English. However, you can now only sell in multiple currencies using Shopify Plus, Shopify’s enterprise plan.

Verdict: Wix

Although they’re evenly matched on international features, the number of languages offered by Wix just about clinches this one, making it a great choice for businesses with international ambitions. 

App integration

Wix does have a decent app market, though it mainly caters to those looking to grow their online presence rather than their sales. In fact, ecommerce add ons are sorely lacking, and the search function leaves much to be desired. On the plus side, no coding is required to add extensions to your store.

Shopify’s app market is excellent, with add-ons and extensions for all ecommerce areas we investigated. It’s also easy to add third-party apps to your online store. Most just require a download, and even those that require you to grapple with snippets of code are simple enough to get to grips with. Our researchers also liked the search function of the app store, which recommends alternative suggestions.

Verdict: Shopify

Shopify’s extensive range of integrations is great for businesses that require a lot of functionality.


The SEO content in Wix’s knowledge centre is very helpful. The search function is very effective, and returns plenty of in-depth articles about how to make your content rank. On top of that, when adding a product, Wix not only prompts SEO best practices, but shows how the product you’re editing will appear in a search engine.

Shopify just has one pretty thorough article in its help centre that covers all the basics of improving SEO. However, it loses marks for not providing any keyword support.

Verdict: Wix

Wix’s prompts and thorough guide is a winner for any businesses that little bit more support on SEO.


Wix marketing backend

Wix really holds your hand when it comes to building your customer base. It offers tons of email templates that are already pre-populated with your key information so you can fire off campaigns at a moment’s notice. It also promotes its pick of the best tools to market your business using Google and social media, and has a dedicated area in its dashboard explaining marketing best practice.

It’s back to Shopify’s reliable app store if you want the good stuff for marketing with Shopify. And there’s plenty there – from email marketing to in-depth marketing analytics. The only real in-built function it offers is email shout outs, which can be customised to be sent when a customer takes a particular action such as placing an order or creating an account.

Verdict: It’s a draw

Both offer excellent tools to help businesses build their customer bases. 

Sales features


Wix offers all the standard security features you’d expect from a top ecommerce platform. SSL certificates are included with all Wix sites, and it’s PCI compliant and accredited as a level 1 service provider and merchant. Customers are able to store their details securely at checkout to make repeat purchases a little bit easier.

Shopify also has SSL certificates and is PCI compliant. Customers can create password-protected accounts to safely store their identity, order history, and current order status. However, what makes Shopify really stand out is its 3D Secure Payments function: a 2-step authentication that confirms the cardholder’s identity and prevents fraud.

Verdict: Shopify

The extra protection afforded by 3D Secure Payments clinches it for Shopify.

Multi-channel integration

Starting from £15 (on top of your plan price and provided you choose a three year subscription) you can integrate Shopify with 10 different selling channels including Amazon, Pinterest, eBay, Instagram, and Facebook Messenger. This is a great way to target different sectors of your audience and maximise your selling potential.

Wix only recently introduced multi-channel selling and is already catching up with Shopify. Though it doesn't integrate with quite as many channels, you can sell through Facebook, Instagram, eBay, and more.

Verdict: Shopify

If you want to make use of social channels and other platforms for selling, Shopify has your back.

Sales type and payment options

Wix supports sales of physical and digital products, and services, as well as all the main payment gateways, but does not support digital wallet type payments such as Apple Pay or Amazon.

Shopify has it all when it comes to payment options and solutions. It allows customers to sell services, digital products, and physical products within all payment plans (you will, however, have to download a specific app to be able to sell digital products) and it integrates with more than 100 payment gateways, though which ones you can access depends on your location.

Verdict: Shopify

The more options the better, and Shopify has it all.

Transaction fee and credit card rates

Wix imposes no transaction fees on its customers on any of its plans. The only thing you’ll pay is your payment gateway’s standard credit card charge of 2.2% + 30p.

With Shopify Payments, you don’t pay any transaction fees, you just pay the credit card payment processing  of 2.2% + 20p. However, if you’re using any other payment processor, you’ll pay an extra 2% transaction fee on top of any credit card processing fee levied by the payment gateway.

Verdict: Wix

All businesses will benefit from Wix’s low fees and rates.


Shopify inventory

Wix’s inventory is easy to manage and the process of adding products to your online store is very clear and intuitive. You can add the cost price and the retail price of a product and it will automatically tell you your profit per sale, per month, and per unit. Adding the weight of a product also automatically generates accurate shipping costs worldwide.

There are no limitations on Shopify’s inventory to speak of. You can upload single or multiple products, and have as many visible on your site as you want. It also provides all the analytics you could ever need to manage your inventory, including financial reporting over daily revenue, customer engagement, and drop off rates.

Verdict: it’s a draw

Whichever you choose, you’ll find it easy to upload and manage your products.

Check out and order status

Wix allows you to customise your checkout page by adding your business name or logo and store policies/contact info. On Wix Stores, you can set up confirmation emails that will automatically send to your customers when the status of their order changes. Wix also allows you to give customers the option of either creating a customer account or checking out as a guest.

Shopify offers more customisation options for checkouts than Wix. You can add your logo, change colours and fonts, and edit the form to have required and optional information boxes. Discount themes are supported on most themes and customers are able to add notes to their orders. Confirmation emails are automatically sent after every order made through a Shopify store.

Verdict: It’s a draw

Both Wix and Shopify will have you sorted at checkout.

Abandoned cart recovery

Wix has a simple abandoned checkouts feature that allows you to set up automatic email reminders to your customers if they leave an item behind in their shopping cart. It certainly does the job, but can’t rival Shopify’s offering.

That's because Shopify’s abandoned cart feature is a bit more sophisticated. If a customer doesn’t complete an order, their cart is stored as an abandoned checkout. You can then send push and reminder emails and customise the timeframe of reminders. E.g. within 25 hours, 10 hours, 6 hours or less. Shopify also enables you to review abandoned checkouts and identify any patterns that might indicate why your customers aren’t completing orders.

Verdict: Shopify

Shopify makes it easy to nudge customers to make a purchase.

Big data (reporting tools)

Wix has made great strides in its analytics capabilities over the last few years. Most notably, its Store Analytics feature gives you everything you need to help you optimise your online shop and make better decisions. It gives you visitor numbers, where they came from (Google, Facebook etc), what percentage of them made a purchase, and which products are top sellers. You can compare all this data to any previous period to see trends over time. Other highlights include average order figures, purchase funnel data, top earning campaigns as well as top customers.

Shopify has excellent analytics capabilities and provides insights you can really use to optimise your store, whether that’s upselling to your target audience, increasing your average order total, or creating promotional pricing and product bundles. For example, the Top Online Store Searches report lets you see what search terms your visitors are using to find products in your products, and there’s even a report on which terms don’t return results. Want to know what percentage of online store visitors made a purchase over a selected period of time? The online store conversion over time report has you covered.

Verdict: Shopify

Shopify’s analytics tools put a veritable goldmine of information at your fingertips that you can use to optimise and prioritise.

Shipping options

Wix’s shipping options are limited. It provides order status updates, which is a really useful way to help keep on track of orders and any potential problems. However, it only supports shipping providers such as UPS for US based merchants. It also doesn’t yet allow you to create and print shipping labels within the Wix platform.

From free shipping to customer experience and integration with alternative shipping providers – including USPS, DHL Express, UPS, and Canada Post – Shopify has everything you need to make shipping a breeze. However, currently, printable labels are only available within the US using the ecommerce platform’s ‘shipping’ add on. You can also buy shipping labels with ready to scan barcodes.

Verdict: Shopify

Businesses with lots of boxes to shift will love Shopify’s shipping capabilities.

Accounting options

Since its big data improvement in 2019, Wix has been able to bring accounting in house. Its invoice creation tool is a neat addition that makes it easy to amend tax details from one location. However, it only integrates with a much more limited selection of third-party accountancy apps than Shopify.

That's why Shopify gets full marks for its accounting features. It offers an online invoice generator that allows you to create, customise, print or email invoices directly to your clients. All taxes are automatically calculated, but you’re able to override tax rates to amend how much tax you charge on any particular product. And if that’s not enough, Shopify supports more than 40 different accountancy apps.

Verdict: Shopify

Businesses with taxing accounting needs should look no further than Shopify.

Promotion and discount codes

There’s no limit to the number of discount codes you can create with Shopify, on whichever plan you choose. You can even set discount codes to run continually on your abandoned cart recovery emails to boost sales.

It doesn’t have quite the same capabilities as Shopify, but Wix still offers decent promotional features. You can offer discount by price, percentage (which you can apply to a product, a category, or all products) or you can do a ‘3 for the price of 2’, but you can’t do ‘gift with purchase’, where the customer receives a free gift with the purchase of a particular product. You also can’t currently set the number of times a code can be used before it becomes inactive.

Verdict: Shopify

There’s nothing cut-price about Shopify’s promotion and discount functions.

Design flexibility


Wix stores template A Wix Stores template

Wix offers 71 templates that are designed specifically for ecommerce websites, covering more sectors than any other ecommerce platform we’ve reviewed. With Wix, you can add whatever features you want to any template. You can also preview as many templates as you want before making a decision. However, once you’ve chosen a template, you can’t change it. If you want to use a different one you’ll have to build a whole new site.

Shopify offers 10 free templates, with an additional 50 that you can buy for between £100 and £130. They don’t have quite the same instant visual appeal as Wix, but you’ll definitely be able to find one that will do your online store justice. Each template includes the features that Shopify thinks will be most beneficial to the industry it’s been designed for, which is good if you get what you’re after, but annoying if you don’t. Unlike Wix, Shopify allows you to change your template as many times as you like.

Verdict: Wix

Businesses that want a lot of design options will love Wix’s selection of templates.

Brand, UX and design

Wix’s templates all scored highly for user experience (UX), and it’s clear that they’ve been designed from the ground up with their end user in mind. They look good as well, though it will still require some input from you to make sure they still look good once repopulated with your own content. This should be pretty easy to achieve using Wix’s intuitive drag and drop functionality.

Shopify’s themes are attractive and well-designed. The typography and colours are consistent, which is good from a branding perspective, and all themes follow best website design practice. Just remember that not all themes include every feature you might want, so choose carefully.

Verdict: Wix

Want an easy way to make your online store look fantastic? Wix is your winner.

Mobile editor

Wix’s mobile editor is superb. Not only is it fully-responsive, adapting the desktop version of your site to a mobile or tablet screen, any changes you make will be automatically configured to the desktop site. And, unlike Shopify, you can actually build a website directly from your phone!

You can edit both the desktop and mobile versions of your site using Shopify’s mobile app and each will be automatically reformatted to fit the screen size of the other. However,unlike Wix, you can’t actually create a website on your phone.

Verdict: Wix

Business owners who are often on the go will love how easy it is to manage their website from their phone.

Help and support

Customer support

Wix offers email and phone support, but only from 5am to 5pm, Monday to Thursday, and there’s no live chat function. However, Wix’s help forum is truly excellent. If, for example, Wix isn’t able to provide a feature you require, you can vote to have that product incorporated in the future. Great evidence of its mission to continue to improve its product for its users.

Shopify gets full marks for customer support. When you request help within the editor, it takes you directly to the bespoke knowledge centre so you can get a quick answer to your query. And on the Plus plan, you get access to a dedicated support agent who can help with setup and assist you in any other problem you might have with your website.

Verdict: Shopify

If you think you’ll require a lot of help during setup and beyond, Shopify has your back.

Knowledge centre

Wix’s knowledge centre is clear and nicely laid out. It uses text, imagery and video, and results pages are easy to follow. Wix will also let you know if it doesn’t support a function you’ve asked about.

Shopify’s knowledge centre is clearly presented and easy to use. Help pages use a mixture of text and visuals to aid your understanding, and you’re able to filter and refine your search to find specific results. Our only minor complaint is that the first result isn’t always the most relevant to your query so you might have to scroll down a bit.

Verdict: Wix

It’s easy to find the answers you’re looking for with Wix.

Value for money

Wix is a very reasonably priced ecommerce platform with excellent features, which is why it’s our best value ecommerce platform overall. And, unlike Shopify, a lot of these features are built into the product rather than relying on third-party apps. Wix trumps Shopify for value for money thanks to its free plans, low pricing structure, and the number of features that are supplied at low prices. It also offers a completely free plan, though you will have to accept a ‘.wix’ sub domain in your URL.

Plus, Wix offers a free trial, meaning you can test any premium plan for free for 14 days.

That said, while Shopify’s plans are significantly more expensive than Wix (£13 – £22/month and £23 – £242/month respectively) the quality of its sales features more than justifies the price tag if you’re a business with big ambitions to scale. But small ecommerce businesses with a low monthly sales volume will get just as much value from a Wix ecommerce plan, and at a fraction of the cost.

Shopify also offers a 14-day free trial.

Verdict: Wix

Wix offers excellent value for money for small ecommerce businesses.

Ease of use and user experience

Wix’s ease of use scores were a bit more middling than Shopify. However, Wix’s UX is great, with simple, understandable language and clear icons. Should you make a mistake, you can undo it directly within the editor.

Our testers scored just under half of tasks completed on Shopify as very easy for ease of use, giving it a respectable 4/5 overall.They also complimented its typography, simple, understandable language, and easy to identify icons.

Verdict: It’s a draw

Both Wix and Shopify make it pretty easy to build, launch, and manage your online store.

Wix vs Shopify: A summary

Website features

Quality of website featuresA draw
Internationalisation Wix
App integrationShopify
MarketingA draw

Sales features

Multi-channel integrationShopify
Sales type and payment optionsShopify
Transaction fees and credit card ratesWix
InventoryIt's a draw
Abandoned cart recoveryShopify
Big data ( reporting tools)Shopify
Shipping optionsShopify
Accounting optionsShopify
Promotion and discount codesShopify

Design flexibility

Brand, UX, and designWix
Mobile editor Wix

Help and support

Customer supportShopify
Knowledge centre Wix

Value for money

Value for moneyWix

Ease of use

Ease of use and user experience a draw


In the end, it comes down to this: if your ambition is to scale your online store to dizzy heights, your best option is to use Shopify. You’ll benefit from in-built industry-leading sales features and access to all the third-party apps you could ever need to make your ecommerce website a success through Shopify’s App Store.

That said, as a small seller, you’ll find everything you need with a Wix ecommerce store, and it’s a much more affordable way to start selling online. With Wix you have a wealth of free template options and the design flexibility to really bring your vision to life. You can also take advantage of Wix’s lack of transaction fees. If that sounds like the right option for you, why not get started on Wix's free plan today?

Wix definitely offers the best value for money. The only issue you might encounter is that, if you start to grow significantly, you might wish you had access to those superb Shopify sales features after all. It’s not that this isn’t possible with Wix, but the more orders you have to fulfill, the more you’ll need the kind of sales features that Shopify offers specifically for businesses with a lot of sales. If you are such a business, you can sign up for a 14-day free trial to give its features a whirl before committing.

Both scored highly for ease of use, meaning whichever you choose, even as a novice, you should have no problem building a great online store.

Want to try the premium Wix or Shopify experience at no cost, risk-free?

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Start Wix free trial You'll be taken to the Wix starting page
Try Shopify for free for 14-days

Think Shopify could help you scale? Try before you pay...

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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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