Shopify vs Wix for Selling Online: An Honest Comparison

Who it is for

Small businesses choosing a platform to sell online

Time needed

10 minutes to read, 30 minutes to run your numbers

What you need

Your monthly sales, order count and must-have features

Almost every small business owner I talk to has looked at Wix at some point. I'm a Shopify developer, so you should know my bias, but I also think Wix is a very good product for a certain kind of business, and I've told owners of service businesses and studios to stay on it. This Shopify vs Wix comparison is about which platform fits which store.

All prices and fees below were checked on the official pages on 7 November 2026. Wix shows prices in local currency and says prices vary by location, so I have used the US reference prices it publishes for yearly plans. Its plans page doesn't show monthly-billed prices, so check the final price at checkout.

The short answer

Shopify vs Wix pricing

Wix has five plans, and only the top three can take payments. These are the US reference prices for yearly billing:

Wix's paid plans include a free domain for the first year and a 14-day money-back guarantee on your first upgrade. Shopify offered 3 days free, then $1 a month for three months, when I checked. With Shopify you buy or connect your own domain.

One thing I would check before choosing a Wix plan: the pricing page labels the store tiers Basic, Standard and Advanced eCommerce, but the plain-text plan details don't say which store features sit in which tier. Open Wix's plan comparison table and confirm that the features you need, such as multi-currency or automated tax, are in the plan you are about to buy.

Transaction fees and card rates

Wix's pricing pages list no transaction fee on top of the plan. You pay the payment processor. Wix Payments' published online rates are:

Shopify adds no fee with Shopify Payments, and 2%, 1% or 0.6% on Basic, Grow or Advanced if you use another provider. The standard US online rates Shopify has quoted are 2.9% + 30¢ on Basic, 2.7% + 30¢ on Grow and 2.5% + 30¢ on Advanced. In the UK, Shopify Payments charges 2% + 25p on Basic and 1.7% + 25p on Grow.

The four options sit within $20 of each other. The UK looks the same: on £5,000 from 100 orders, Wix Payments and Shopify Basic both come to £125 in card fees. What changes the bill is everything around it. A Shopify store usually adds a few paid apps. A Wix store selling abroad pays Wix's cross-border and conversion fees. Run your own numbers in the Shopify fees calculator before you decide on price.

Shopify vs Wix for ecommerce: what you can sell

Both platforms sell physical products, digital products and subscriptions, and both support dropshipping and print on demand. The differences show up as a store grows:

• Catalog size. Wix allows up to 1,000 variants per product. Shopify allows up to 2,048, with bulk editing, metafields for extra product data and CSV import and export. For a clothing store with many sizes and colors, Shopify is easier to manage.
• Marketplaces and social. Wix lists Google, eBay, Etsy, Amazon, Facebook, Instagram, TikTok and Wish, managed from its dashboard. Shopify connects to Google, Meta, TikTok and marketplaces through its sales channels and apps. Both keep one stock count.
• Selling in person. Wix has Wix Retail POS and a mobile POS. Shopify POS runs from the same stock and customer list as your store, and POS Pro costs $89 a month per location, billed yearly, for staff roles, returns at any location and retail reports.
• Services and bookings. Wix's plans include scheduling and services, which is a real advantage for salons, studios, coaches and restaurants. On Shopify, bookings need an app.
• Wholesale. Wix's store pages don't mention B2B or wholesale tools. Shopify has built-in B2B, fullest on Shopify Plus, and wholesale apps on every plan.

Checkout and payments

Checkout is Shopify's strongest feature. Shop Pay saves a shopper's details across every Shopify store, so returning shoppers can pay in a couple of taps, and Shopify keeps refining its checkout across millions of stores. Upsells, custom fields and branding are available, with more control on Shopify Plus.

Wix's checkout can be customized, supports what Wix describes as more than 80 payment options worldwide, and sends abandoned cart emails. It is a perfectly good checkout for a small store. The gap is that fewer of your shoppers arrive with their details already saved, and you have fewer tools to test and change it as you grow.

Design, apps and speed

Wix's editor lets you put any element anywhere on the page. That freedom is why people love it, and also its main risk: it is easy to build a page that looks right on desktop and awkward on a phone, so check the mobile view of every page. Shopify themes are built from sections and blocks, which is more structured, and any Shopify developer can change a theme in code without limits. Wix's Business Elite plan adds what it calls an advanced developer platform.

The Shopify App Store is far larger than the Wix App Market, which matters once you need product options, bundles, loyalty or an ERP connection. Apps cost money, though, so review them every few months.

On speed and SEO, both handle the basics: editable titles and descriptions, sitemaps, SSL and managed hosting. Wix says it runs on 4 data centers and more than 200 CDN nodes. On Shopify, a slow store is usually caused by too many apps or heavy images, not the platform. Neither will stop you ranking; content and product pages decide that.

Selling to other countries

Shopify Markets lets one store show local currencies, prices, languages and domains per country, and can collect duties and import taxes at checkout where your setup supports it. Wix offers a currency converter, multilingual sites and automatic sales tax and VAT calculation based on the customer's location. Wix's help center describes Business Elite as the plan for multiple sites in different languages and currencies, so check which tier you need.

• United States. Card rates are level: 2.9% + 30¢ on Wix Payments and Shopify Basic. Wix adds 1.5% on cross-border cards and 1% for currency conversion.
• United Kingdom. Wix Payments charges 2.1% + 20p against Shopify Basic's 2% + 25p. On a £50 order both come to exactly £1.25.
• Netherlands and the EU. Wix Payments charges 1.9% + €0.30 and adds no cross-border fee between EU countries. Dutch shoppers expect iDEAL and Belgian shoppers expect Bancontact, so confirm your provider offers both in your country, and charge BTW correctly per market.
• Australia. Wix's fee article doesn't list Australian rates, so check them in your Wix dashboard. Check that Afterpay and Australia Post labels work with the plan you pick. My Australia page covers the Shopify side.

Signs a store has outgrown Wix

1. Products need more variants or data than Wix handles comfortably, or bulk edits take an afternoon.
2. You want wholesale prices, trade accounts or payment terms.
3. You sell in several countries and the cross-border and conversion fees are adding up.
4. You need an app that doesn't exist in the Wix App Market, such as a specific ERP, 3PL or subscription tool.
5. You want to test and improve checkout and the built-in options no longer stretch far enough.

If none of these apply, stay on Wix. A platform move costs time and money, and it won't fix a store that isn't selling for other reasons. I would rather see you spend that budget on product pages and traffic.

How to decide in three questions

Moving from Wix to Shopify

These are the steps I follow for a Wix move:

1. Export products. Wix Stores exports products as a CSV file. Map it to Shopify's product CSV, check the options and variants, and re-upload images at full size.
2. Export customers. Contacts export by CSV. Passwords can't move, so plan an email inviting account holders to set a new one.
3. Rebuild pages and the blog. Wix layouts don't transfer to a Shopify theme, so rebuild key pages and copy blog posts across. It is a good moment to drop pages nobody visits.
4. Map every URL. Wix product pages usually sit under /product-page/, and Shopify's under /products/. Add a redirect for each one in Shopify's URL redirects, or import them by CSV.
5. Move the domain. If you bought it through Wix, either transfer it or point its DNS to Shopify. Keep your email records intact.
6. Test, launch, then watch. Place real test orders, check every redirect and watch Search Console for a few weeks.

Redirects and product data carry most of the risk. If you would like help, my Shopify development work covers migrations with a fixed quote, and store builds start from $300. Start with a free review and I'll tell you honestly whether a move is worth it.

Frequently asked questions

Sources

1. Plans and pricing, Wix
2. Wix premium plans guide, Wix
3. Wix Payments: Service Fees, Wix
4. Wix eCommerce website, Wix
5. Shopify pricing, Shopify
6. Shopify POS pricing, Shopify

Related services and work

Written by Ashraf Siddik

I'm a Shopify developer and CRO specialist. I have built and improved Shopify stores since 2018, completed more than 1,000 projects, and hold a 4.96 average rating across 719 client reviews.

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