Wix vs Shopify: Which is the Best in 2019?

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Your business is booming, and its popularity is on the rise. You have followed our guide to improved productivity, and it’s worked! Now a lot of your clients have started asking where they can find you online so that their friends can buy from you, even though they’re not in the area. You need an e-commerce platform.

But you don’t have an e-commerce platform. Sales have hit a plateau. You’re stable from regular clients, but you just can’t seem to break through the roof of your sales levels and raise your game. Your analytics indicate that you need something more. It’s time to take business to the next level. You’ve decided to get into online sales.

There’s just one problem. You’re not sure which platform is the right choice. There are a lot of options, and even after you’ve narrowed it down, you’ve still got 2 choices. Should you go with Wix or Shopify? They both have customer bases who swear by them and assure you that you can’t possibly go with anyone else.

This article will run a detailed comparison for you. I will break down how easy they are to use, some of their best features, their pricing plans, and more. By the time you finish reading, you will know which one has the features that best fit your personal needs.

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What Are They?

If you’re completely new to the world of e-commerce, you may be wondering what these 2 platforms are and why people keep recommending them. Before I go into detail, let’s take a look at what they actually are.


Wix didn’t start as an e-commerce platform. At the core, Wix is a website building platform. Their basic level is free to start, and it allows creation of blogs, portfolios, and online stores. They’ve attracted over 110 million users with their beautiful designs.

While they didn’t start as an e-commerce business, they’ve become a major player in the market. They have a built-in inventory management system that accepts payments from 17 different places. They also have an app store for customization, so your online store can look exactly the way you want it to.


Shopify definitely started with e-commerce in mind. They are a giant in the e-commerce market and focus specifically on selling products and services across the Internet.

Their store builder allows for an unlimited number of products, so even if you become Amazon, you’re in good hands. They accept payments from over 70 payment gateways and allow you to discount specific products.

Which Is More User Friendly—Shopify Vs. Wix

This is usually talked about as an incidental, but I think it is the most important thing to look at when evaluating platforms for any small business who isn’t hiring a Tech Geek to manage their website and e-commerce platforms for them. After all, what good is it to have a million features if it takes the average user a million years to figure out how to use 1 of them?

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This section is going to rank these services based on how easy they’ve made their platforms to use. My goal for a winning situation is when a platform is so intuitive that my technologically illiterate grandmother could log in and start working the program within 10 minutes. A loss is when I can’t even figure the features out with a degree in this field. How close do Wix and Shopify come to the goal?


The creative aspect of websites is exciting. Everyone wants them to look gorgeous and polished. The hard part is getting there without a lot of coding experience.

Wix wins this aspect. The core of their business model is making everything intuitive for the average end user. Their designs feature drag-and-drop placement for exact customization.

Shopify has a clean sidebar navigation system, but it may take a few trips to their tutorial section before things get set up the way you want.

Store Building 

This is where the race gets tighter. While simplicity is fantastic when it comes to web page design, a little more structure is better when starting up a large store.

This is where Wix falls short. They have templates up front for you to choose from, but because they’re not really a dedicated e-commerce platform, they just can’t offer the same structure and customization that Shopify does.

Customer Service

There will come a time when you need to talk with someone to answer a question. Maybe you can’t find it online, or you can’t understand the terms discussed. Something may have gone wrong with one of your features somewhere. It happens. This is why it’s important to look into customer service.

Shopify takes the victory here, leaving Wix in the dust.

Wix has some really great tutorials listed in their marketing blog. They have friendly customer service representatives who can be reached by telephone during normal business hours. There is also a large and active community of users who are able to answer questions for each other and help.

That being said, everyone knows that crises rarely happen during normal business hours. Shopify offers 24/7 customer service. You can contact their representatives by phone, by email, and by online chat windows. They also have great tutorials and a large, active community of users willing to offer helpful advice.


The verdict here is that it depends on the size of your business. I call a draw. If you just need the basics, then Wix is streamlined and intuitive and will build your store right into your website. If you’ve got a larger inventory and plan to grow into a large business with sales, promotions, and discounts, then go with Shopify, because the extra structure won’t take nearly as long to learn as trying to specially configure a platform that wasn’t designed for large numbers.

Main Features: Wix Vs. Shopify

While it is important for a platform to be user friendly, it’s also important to know that it has all the features you need. Here are some of the top features that are offered by Shopify and Wix and how they compare.

Product Presentation 

Both Wix and Shopify have some great options, but they operate differently.

Wix has more built-in features than Shopify. Wix offers 6 variants to Shopify’s 3 when it comes to size, color, and material. Both platforms allow you to create titles and descriptions with aesthetically pleasing image galleries, but Shopify doesn’t support carousel video the way Wix does.

While this might seem to make Wix a clear winner, Shopify’s platform is driven by add-ons and apps. Both platforms have beautiful presentations, but the Shopify app suite allows for significantly more features. Shopify will enable reviews (whereas Wix is comment driven), Facebook stores, eBay item listings, and more. Shopify also lets you embed videos in your descriptions.

At a basic level Wix wins, but if you’re willing to pay a little more money and put in the time to enable external apps, Shopify comes out ahead in this battle.

Payment Options

Perhaps the most critical feature of any e-commerce platform is the option for receiving payment. No one wants to make it difficult to buy their products. As a customer, nothing sours my taste more than the times I’ve wound up shouting, “JUST TAKE MY MONEY ALREADY!!” at a website that can’t accept any method I’m trying to use to pay them. Don’t be that company.

Shopify has a lot more options here than Wix. There is essentially no comparison. Both companies allow for Paypal and offline payments. This is where the likeness ends.

Shopify offers Apple Pay, where Wix does not. Shopify accepts credit card payments with no transaction fees through Shopify payments. Wix allows credit card payments, but only through Paypal, Stripe, Moolah, or Square. Shopify has their own POS, and Wix requires Square.

While you may think this makes Shopify the winner, it really depends on how big your store will end up being. Paypal and Square are flexible options that are trusted online, so they may work just fine for your needs.

Repeat Customers

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Shopify is the only winner, here. Shopify allows a registration field (optional, mandatory, or prohibited) that allows your customers to register their information when making purchases. You can add users manually or import a list and sort them through tag systems to keep track of buying habits and previous purchases. Wix does not offer any of this.

Shipping Your Packages 

When it comes to Shopify or Wix, the answer is Shopify in the shipping department. Both of them come with the option for free, flat rate, and weight-based shipping. They both allow for the creation of shipping rules. Shopify also allows you to print and buy labels, get real time shipping from USPS, FedEx, and UPS, and use drop shipping carriers like Shipwire and Rakuten with integration from Amazon fulfillment.

Paying Your Taxes

Wix allows taxes to be enabled or disabled and set by region. Shopify allows automatic tax rates from different countries. The automated taxation makes this another point for Shopify.


While Wix offers a host of partnerships, it doesn’t have its own e-commerce app. Shopify does. This is a great option for taking care of business while away from the office. Access your dashboard from the Shopify app and handle questions from your phone. Track your inventory to avoid shortages.

Wix offers some mobile solutions for your customers, but not much for owners when it comes to the back-end productivity of their shopping site. Overall, the clear winner for this category is Shopify, which was built to keep your business running from anywhere.

What Will It Cost Me?

The price is always a factor. It wouldn’t be worth opening an e-commerce platform if you spend more than you make in service fees to host it.

Wix Pricing

Wix offers 3 different tiers for businesses. Their pricing model is listed here.

All of the Wix premium plans include online payment options, 100% commission free sales, unlimited bandwidth, the ability to connect a custom domain to your shopping with 1 year for free, $300 in ad vouchers, a site booster app, a form builder app, an ad-free site that doesn’t mention Wix at all, and increased storage space for content-rich websites.

The Basic plan comes with 20 gigs of storage space, Google analytics, and 5 hours of video capacity.

For only a few dollars more, the Business Unlimited plan upgrades to 35 gigabytes of storage space, 10 hours of video play, and includes social media logo files and a professional logo.

Their most expensive plan is still less than $40 per month. This comes with all the features of the Business Unlimited plan but increases storage capacity to 50 gigabytes, allows for an unlimited number of video play hours, and includes priority response rates and VIP support for any customer service queries.

Shopify Pricing

Shopify has a more expansive list of features and options. Their pricing can be found here. While their lower tier pricing options stack up comparably to Wix, their higher-end product suite is significantly more expensive. Their products also have significantly more features and intricacies.

All of their tiers come with an online store that integrates a website and blog, unlimited product capacity, 24/7 support, multiple sales channels (online marketplaces and social media), manual order creation, discount codes, SSL certificates, abandoned cart recovery, printable shipping labels, fraud analysis, a Point of Sale (POS) app, peripheral support for hardware, and third-party app support options.

Shopify Basic includes 2 staff accounts, up to a 64% discount on shipping, 2.9% plus 30 cent online credit card rates, and a 2% fee for any payment providers outside of Shopify Payments.

Shopify Standard comes with all of those features, but it upgrades users to 5 staff accounts, includes the option for gift cards, allows for professional reports, increases discounts to up to 72%, allows for USPS Priority Mail Cubic pricing, lowers fees for online credit card rates to 2.6% plus 30 cents and non-Shopify platforms to 1%, allows for register shifts, and includes unlimited Shopify POS staff PINs.

Advanced Shopify comes with a significant price hike. It includes all of the Standard features but allows for 15 staff accounts, advanced report builders, third-party calculated shipping rates, up to a 74% discount, discounted fees at 2.4% plus 30 cents for online credit card rates and only .5% for non-Shopify payment providers.

Past this level, users can request pricing for custom Shopify Plus packages. Most of those options are built for massive online stores. The Shopify Basic compares well with the Wix pricing tier but offers some extra benefits. Once Shopify Standard pricing enters, it becomes more difficult to directly compare the two products, because they offer vastly different things. Wix is designed to be simple e-commerce integration with an established website design, while Shopify is designed specifically for e-commerce.

Conclusion—Wix or Shopify?

Wix and Shopify are both great platforms. Choosing the right one depends on your needs and goals. If you’re a small business who plans to stay relatively niche, then Wix is probably a great option. They’re easy to use and offer all the basic features you might need with room for customization. If you’re a large business with a budget for e-commerce and long term goals for warehousing and shipping massive amounts of orders, then Shopify will be the best option for you.