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

We are a team of writers, experimenters and researchers providing you with the best advice with zero bias or partiality. This article was authored by:

Our independent reviews and recommendations are funded in part by affiliate commissions, at no extra cost to our readers.

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



All-round ecommerce platform for small businesses

Best range of apps and extensions


£15-£27 per month
£7.50-£13.50 until June 30th

$29 – $299 per month

(approximately £21-£220 per month)

Easy to use drag-and-drop builder

Extensive app market

Inbuilt SEO and CRM products

Fantastic in-built sales features

80 themes to choose from

100 payment gateways

No transaction fees with Shopify payments

Wix and Shopify both excelled in our testing, but it quickly became clear that these two providers are aimed at very different audiences. Wix is a great value web builder with ecommerce capabilities that's great for smaller ecommerce businesses, while Shopify is a dedicated ecommerce titan that's perfect for businesses that are serious about scaling their online stores.

And the cost reflects this – Wix's affordable plans start at just £15 per month and top out at £27 per month, whereas Shopify's cost between approximately £21 and £220 per month (Shopify charges in US dollars).

This means that Wix is the right choice for most SMEs that just want to get their online store off the ground, but Shopify is the ideal partner for businesses that want to use advanced ecommerce features to supercharge their online sales.

Wix vs Shopify: Head-to-Head

In a nutshell, Wix is a good fit for most small businesses thanks to its intuitive interface and creative freedom, and committed ecommerce specialist Shopify is a superb springboard for companies that need advanced tools to build ecommerce empires.

With over 70 ecommerce-specific themes that can be endlessly tweaked and customised, Wix leads the way when it comes to having the flexibility to design an online store that really reflects the personality of your brand, but Shopify shines when it comes to powerful sales features like customer analytics and multi-channel integration.

Wix for small businesses

Wix Online Stores
You can also get 50% off annual ecommerce plans until the 30th of June.
  • FREE TRIAL 14 day money back guarantee
  • PRICE FROM £15 per month
  • 50% off annual plans until 30th of June
  • 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 £15 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 £27 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.
Show moreless

Wix is one of the most affordable ecommerce platforms around – with prices ranging from £15 to £27 per month.

Wix is both our top-rated web builder and top-rated overall ecommerce platform and generally handles both superbly, only lacking some of the advanced sales features that specialist ecommerce platforms like Shopify offer.

Some of our testers also noted that, because it's not an ecommerce specialist and offers a high degree of creative freedom, Wix doesn't have the same focus on customer journeys as Shopify and this could impact business performance.

To learn more about just how well Wix performs as an ecommerce platform, read our full Wix ecommerce review.

Shopify for small businesses

Shopify’s superb features and extensive app market give ambitious ecommerce businesses everything they need to scale rapidly.
  • FREE TRIAL 14-day free trial
  • PRICE FROM Approx £21 per month
  • Preempts and predicts what a merchant might need next in all aspects of creating a website
  • Best range of apps and extensions
  • Perfect for dropshipping
Summary Shopify is perfect for users looking for that all in one online store solution. Its ability to predict what a merchant will need next when creating a website is a brilliant feature, and its countless apps give you complete control over your business, enabling you to grow through diverse multi channel integration options and automated SMS and email marketing. It is definitely better suited to store owners with complex, larger inventories and because there are fewer built in features, using the platform can get expensive compared to other feature-filled competitors like Squarespace and Wix.
Show moreless

Shopify prices definitely place it at the premium end of the spectrum, with plans costing between approximately £21 and £220 per month (Shopify charges in US dollars).

For this, you get access to one of the world's most popular ecommerce platforms – one that powers the online arms of major businesses such as Allbirds, Simba and Gymshark.

With more than a decade of experience in what works in online sales, your Shopify site will be built for ecommerce from the ground up with a focus on converting browsers into customers.

You'll also be able to take advantage of best-in-class checkout tools and multi-channel retailing features.

To discover exactly what Shopify has to offer as an advanced ecommerce platform, check out our full Shopify review.

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

Best value: Wix

With a range of affordable plans, Wix clearly comes out on top in terms of value for money – with an impressive 4.2 out of 5 rating.

Shopify on the other hand trailed with a 3/5 score, although the high price charged for its ultra-premium plan Shopify advanced plan has a major impact on this.

And, of course, we're not exactly comparing apples and apples here. Shopify plans may come with a higher price tag, but the quality of its sales features more than justifies this for businesses with grand online ambitions.

Its prices are also similar to BigCommerce – its dedicated ecommerce rival – and one that it beat pretty much across the board in our in-depth user testing.

Overall though, most small ecommerce businesses with low monthly sales volumes will find that a Wix ecommerce plan suits their needs perfectly at a much lower monthly cost than Shopify.

Wix ecommerce plans

As the table below shows, there are three Wix ecommerce plans to choose from:

One key difference between these plans is the amount of storage space included – 20GB on Business Basic, 35GB on Business Unlimited, and 50GB on Business VIP. The Business VIP plan also comes with priority customer care, so you can jump the queue if you need expert assistance.

In terms of added features, you'll need a Business Unlimited or Business VIP plan to sell subscriptions, automatically display prices in your customer's local currency, and sell on social channels or marketplaces.

For loads more info on what each Wix plan has to offer and which is right for your business, check out our dedicated Wix pricing page.

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

Wix pricing – key points

Wix offers a 14-day free trial on its ecommerce plans.

The charges shown above are based on annual billing, so you'd pay for a year up front but the total fee would work out to either £15, £20 or £27 a month. You can also pay monthly, but you'll pay a bit more each month if you do so.

You'll also need to consider the impact of payment processing fees. With Wix Payments, you'll pay 1.9% of the transaction amount plus 20p on each sale you make.

Shopify plans

Just like Wix, there are three Shopify plans to choose from, however there's a much larger difference in cost between the three (see table below):

A major difference here is that the plans come with different payment processing fees. On the Basic plan, you'll pay 2.2% plus 20p on each online sale. On the Shopify plan, it's 1.9% plus 20p. And on the advanced plan, you'll pay 1.6% plus 20p.

Another thing to bear in mind is that the Basic plan includes two staff accounts, the Shopify plan has five, and the Advanced plan has 15. There are also some specialised features that are only available on the Advanced plan, such as duty/import taxes tools and setting custom pricing by market.

Keen to discover more about what's included in each Shopify plan? Our Shopify pricing page has all the answers.

0 out of 0
Ecommerce Plan
Plan main features

Basic Shopify



$29 per month (approximately £21)

$79 per month (approximately £58)

$299 per month (approximately £220)

Unlimited products
Abandoned cart recovery
Online credit rates: 2.2% + 20p

Professional reports and analytics
5 staff accounts
Online credit rates: 1.9% + 20p

Advanced reports
Calculated shipping rates
Online credit rates: 1.6% + 20p

Shopify pricing – key points

All Shopify plans come with a 14-day free trial.

Unlike Wix, Shopify bases its fees on customers actually paying monthly, so you won't need to pay for a year up front to get the advertised prices. Instead you can save money by paying for a year (a 10% discount), two years (20% off), or even three years (a 30% saving) upfront.

Wix vs Shopify: Which has the best free ecommerce plan?

Neither Wix nor Shopify offers a free ecommerce plan, but both offer a 14-day free trial so you can see exactly how they could help your business.

Best for website features: Wix

Both Wix and Shopify perform impressively when it comes to website features. but Wix is clearly ahead in this category. It scored a table-topping 4.5 out of 5, while Shopify notched a very decent 4.2.

Crucially, Wix has one of the best interfaces around and makes it easy to create and customise your online store without technical knowledge. It's also excellent for internationalisation and SEO, while Shopify has a superb app market that makes it easy to add extra functions to your site.

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 the 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.


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 is miles ahead of Shopify on languages, with the new multilingual support allowing you to easily translate your site into one of 180 supported languages.

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. Shopify allows you to translate your site into one of 20 supported languages, with third-party apps on the app store hugely increasing this number (although most of these charge additional fees). However, you can now only sell in multiple currencies using Shopify Plus, Shopify’s enterprise plan.

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, and has add-ons and extensions for all the 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 that the search function of the app store recommends alternative suggestions for your queries.


The SEO content in Wix’s knowledge centre is very helpful. The search function is pretty effective, and returns plenty of in-depth articles about how to make your content rank at the top of search engine results. 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. You can also get more support through apps in the app store, but most of these apps come with extra charges.


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.

Although it's not quite as supportive as Wix, Shopify handles email marketing pretty adeptly – you can pick from a range of templates, customise to match your brand, and then track the success of your campaign. Technically, this is an extra service though, you can send up to 2,500 emails a month for free and then you'll pay $1 (approximately 75p) per additional 1,000 emails sent. Shopify also offers Shopify Inbox – a free business chat app that lets you easily manage customer conversations – and tools that make it easy to sell on Facebook and Instagram. If you want more help marketing with Shopify, then head to Shopify's ever-reliable app store.


Best for sales features: Shopify

Shopify edges Wix when it comes to sales features, although with Shopify scoring 4.5 out of 5 and Wix 4.4, both perform extremely strongly in this area. Shopify though flexes its ecommerce muscle by effortlessly handling multi-channel retail, covering all the payment options you could possibly need, incorporating top-class customer analytics, and advanced shipping, accounting and promotion/discount code options.

While it can't quite match its rival, Wix still offers a hugely impressive range of options for a non-specialist ecommerce platform. Excellent security features, intuitive inventory management, and even some very useful analytics tools (even if these aren't as comprehensive as those Shopify offer).


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. It also supports 3D secure payments in European countries where it is mandatory (including the UK).

And Shopify ticks all the same boxes, also including SSL certificates and being PCI compliant. Customers can create password-protected accounts to safely store their identity, order history, and current order status. Shopify also has 3D Secure Payments built into Shopify payments, so all transactions worldwide benefit from the extra protection.

Multi-channel integration

As part of your ecommerce plan, 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.

Sales type and payment options

Wix supports sales of physical and digital products, and services, as well as all the main payment gateways. It also supports Apple Pay, but not Amazon Payments.

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.

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 store, 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 all the answers you need.

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 manually 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.

Best for design flexibility: Wix

This is Wix's strong suit, and that expertise came through in our testing – with Wix recording a very good 4/5 rating in this category. More surprisingly, Shopify more than held its own here, only slightly trailing Wix with a 3.9 out of 5 score.

Wix triumphed over Spotify in all three key features we looked at: the range and quality of templates offered, brand, UX and design, and the mobile editor. In all these areas, Shopify is good, but Wix is about as good as it gets.


Wix stores template

An example of a Wix Stores template

Wix offers over 70 templates that are designed specifically for ecommerce websites, covering more sectors than any other ecommerce platform we tested. 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 pricing example

An example of an ecommerce site built using Shopify

Shopify offers 10 free templates, with an additional 50 that you can buy for a one-off cost of 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.

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 they 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 though 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.

Mobile editor

Wix’s mobile editor is quite simply superb. It's fully responsive, which means that it adapting the desktop version of your site to a mobile or tablet screen and any changes you make are automatically configured on 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.

Best for help and support: Shopify

There's really not much to choose between Wix and Shopify when it comes to help and support. Both scored 3.8 out of 5 in this category, and the differences between them are pretty minor.

In our view, Shopify just edges it thanks to users on the Plus plan having access to a dedicated support agent.

Customer support

Wix offers 24/7 support via live chat, with users also able to request a call-back if they prefer. Moreover, 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. This is great evidence of its mission to continue to improve its product for its users.

Shopify also gets full marks for customer support, with assistance available 24/7 via live chat, phone, and email. 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 with any other problems you might have with your online store.

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 also 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.

Best for ease of use: Wix

Overall, Wix came out on top in our ease of use testing, with a 4/5 score compared to Shopify's 3.5.

With one of the best interfaces around, it's no surprise that Wix offers a great user experience – with simple, understandable language and clear icons. And, if you do make a mistake, you can easily undo it directly within the editor.

Shopify also performed strongly, with our testers complimenting its typography, jargon-free language, and easy to identify icons.

How do Wix and Shopify compare to other ecommerce platforms?

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


£15-£27 per month
£7.50-£13.50 until June 30th

$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)

Squarespace – From £15 per month

Squarespace is Wix's main rival in the web builder space and, like Wix, it handles ecommerce too. It has some of the most stylish templates of any web builder, so your online store is bound to catch the eye. However, it lacks the sales features of Wix and Shopify, and is therefore only really suitable for smaller online stores.

Square Online – From £0 per month

Square Online is the only ecommerce platform we tested that lets you sell without signing up to a premium plan – you just have to pay a transaction fee. This makes it an attractive choice for SMEs that want keep costs down and it generally performs pretty well, with no limits on how many products you can sell and analytics tools that provide some useful insights.

Your design options though will be limited, there's only one set templated and you can only change the fonts and colours used.

BigCommerce – From £22 per month

When it comes to dedicated ecommerce platforms, BigCommerce is Shopify's main rival. And it's got some powerful weapons in its arsenal – it boasts the best range of sales features of any ecommerce platform we tested and, unlike Shopify, the majority of these features are built in rather than relying on apps from the app store.

Like Square though, BigCommerce isn't exactly overflowing with creative freedom. There are just 12 free templates to choose from (with most of these feeling pretty generic) and there's no way to make edits to the mobile version of your site, BigCommerce automatically reformats your desktop site for mobile instead.

It's also worth noting that the plan you're on and therefore how much you're paying each month changes depending on your sales volume. You can upgrade for extra features at any time, but scaling back could be very difficult if your sales are still high.

Wix vs Shopify Verdict

Ultimately, whether Wix or Shopify is the best fit for your business depends on what your goals are. If you want to scale your online store to dizzy heights, then Shopify is your ideal partner. You’ll benefit from in-built industry-leading sales features and an app store that offers all the third-party apps you could ever need to make your ecommerce website a success.

However, as a small seller, a Wix commerce store gives you everything you need , and it’s a much more affordable way to start selling online. You'll also be able to design a store that really reflects you brand, choosing from a wealth of free template options and using Wix's intuitive design interface to really bring your vision to life. And there are also no transaction fees to worry about. To see how exactly how Wix could help your business, why not get started on Wix's free plan today?

Wix definitely offers the best value for money, as you'll pay a premium for Shopify's powerful sales features. The only issue you might encounter is that, if you start to grow significantly, you might find that you need those superb sales features after all. You can scale your business with Wix, but the more orders you have to fulfil, the more you’ll need advanced ecommerce tools. To see exactly what Shopify has to offer, you can sign up for a 14-day free trial to give its features a whirl before committing to a full plan.

Both Wix and Shopify scored highly for ease of use, meaning even novices should have no problem building a great online store with either platform.

Try Wix or Shopify for free, and see which is right for your business

Try Wix for free for 14-days

Think Wix is the one? Try it out before you commit...

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...

Start Shopify free trial You'll be taken to the Shopify starting page
Frequently Asked Questions
  • Should I switch from Shopify to Wix?
    This depends on the size of your online business. If you've got a thriving ecommerce store with high sales volumes and you're taking advantage of the powerful features Shopify has to offer, then Shopify is a great fit. However, if your online store is a more modest operation, then you can probably save money and still get all the features you need by switching to Wix.
  • What's the difference between Wix and Shopify?
    In a nutshell, Shopify is a dedicated ecommerce platform and Wix is a web builder that also does ecommerce. What this means is that Shopify is designed for seriously ambitious online stores - and has the prices and features to match. Wix on the other hand is a great way for most small businesses to start selling online, with great customisation options and some surprisingly powerful sales features.
  • Which is better: WordPress, Wix or Shopify?
    Wordpress, Wix and Shopify are three very different platforms that will suit different types of businesses. WordPress offers nearly endless customisation but designing and editing your site is a much less user-friendly process than Shopify or Wix and requires some technical knowledge. Wix is one of the world's most popular web builders and handles ecommerce excellently too, making it a great fit for small businesses that want to sell online and don't need advanced sales features. Finally, Shopify is a premium ecommerce platform that boasts a wide range of powerful ecommerce tools and is perfect for serious online businesses with big growth ambitions.

Startups.co.uk is reader-supported. If you make a purchase through the links on our site, we may earn a commission from the retailers of the products we have reviewed. This helps Startups.co.uk to provide free advice and reviews for our readers. It has no additional cost to you, and never affects the editorial independence of our reviews.

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.

Back to Top