In the ever-evolving world of eCommerce and website building, two giants stand out: Wix and Shopify. Both platforms have been helping entrepreneurs and businesses get online since 2006, offering user-friendly solutions to create and manage their online presences.
Wix, with its impressive 8.5 million live sites globally, has become associated with intuitive and versatile website creation. On the other hand, Shopify has carved out its niche as an 'all-in-one' eCommerce platform, powering over 5.3 million online stores worldwide.
While both platforms allow you to build websites and sell products online with relative ease, they each bring unique strengths to the table. In this comprehensive comparison, we'll dive deep into the features, functionality and user experience of Wix and Shopify, helping you determine which platform aligns best with your specific goals.
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Wix vs. Shopify: key features
Before we get into the nitty-gritty, here's a quick overview of Wix and Shopify’s website builder offerings.
Drag-and-drop capabilities
When it comes to website creation, the editor is where the magic happens. Wix shines in this department with its drag-and-drop builder that supports both non-coders and coders alike. Those with absolutely no code experience can use the editor to create their sites. This intuitive interface allows you to precisely position elements anywhere on the page, offering design flexibility and customization down to the pixel. With over 900 free, professionally designed website templates, including more than 120 that are specifically for online stores, Wix provides a vast number of starting points for any business.
In contrast, Shopify's editor, while user-friendly, doesn't offer the same level of drag-and-drop functionality. Instead, it allows you to add, delete and edit sections within predefined layouts. Shopify offers over 200 themes, with 13 free options and 215 paid alternatives.
While both platforms cater to users of varying design experience, Wix's approach provides greater creative freedom, making it easier for entrepreneurs to bring their unique visions to life without coding knowledge.
Bottom line: Wix’s free-range drag-and-drop tools allow for greater customization. Wix’s website builder additionally comes with plenty of free template options that cover a wide range of industries, and unlike Shopify, aren’t solely eCommerce-focused.
Explore Wix Studio to elevate your web design, or read more about Wix vs. Studio.
Web design (and AI)
When it comes to leveraging artificial intelligence in website creation and management, both Wix and Shopify have made impressive advancements. Let's dive into how these platforms utilize AI for website building and streamlining business operations.
Wix: AI site builder and tools
Wix has been investing in AI since 2016 when launching Wix ADI (Artificial Design Intelligence). Here are just some of the tools that sets Wix apart:
Wix AI website builder: Wix’s AI website builder lets you create a personalized, fully functional website in minutes. Through a simple chat interface, you describe your vision and goals, and the AI generates a custom, business-ready site that you can easily adjust to fit your needs.
Built-in AI tools: Wix’s AI goes beyond just building your site. It helps generate branded content, product descriptions and entire blog posts, so that your site feels like one cohesive brand. You can also create or edit images on the fly with AI. Plus, Wix provides AI-designed layouts and sections tailored to your style, as well as SEO and marketing tools like optimized meta tags, email campaigns and Google Ads content.
AI assistants: Wix offers AI assistants throughout its platform that guide you through various stages of site creation and business growth. Different assistants provide support for different tasks in Wix, such as picking the right theme for your brand or finding the tools you need in the Editor.
Wix also has a separate brand/product called Wix Studio, a dedicated solution for agencies, freelancers and enterprises with advanced design and technical requirements. Wix Studio enables more intricate designs, responsive behaviors and offers multi-site management capabilities.
Shopify: AI tools for eCommerce
Shopify's AI capabilities are focused on eCommerce functionality and are packaged as two types of toolkits:
Shopify Magic: This free suite of AI tools includes AI-image editing, SEO keyword generation, FAQ answer suggestions and email marketing (recommendations/scheduling), chat, checkouts and more.
Shopify Sidekick: An AI assistant that provides step-by-step setup instructions for Shopify-related tasks, as well as strategy and content advice.
While both Wix and Shopify offer AI-powered tools, their focus and strengths differ. Wix excels with its versatile AI website builder, making it ideal for individuals and business owners across various industries by allowing simple website creation and design through a conversational interface.
On the other hand, Shopify’s AI tools are tailored specifically for eCommerce, making it highly appealing to busy store owners. Wix also provides more design flexibility with a wide range of templates and AI-driven customization, making it a top choice for creative freedom. Both platforms support scalability, but Wix’s diverse AI tools extend beyond eCommerce to cover a broader online presence.
Bottom line: Wix is ahead of the game when it comes to AI-driven website creation and overall design flexibility. However, Shopify is ramping up the competition, particularly in the eCommerce sector, with AI tools focused on streamlining online store management and sales processes.
App market
When it comes to enhancing your website's functionality, both Wix and Shopify offer robust app marketplaces. Before we compare the numbers, it’s important to keep in mind that Wix has a “native solution” approach. Many features that might require third-party apps on other platforms come built-in with Wix, allowing business owners to keep their business solutions under one roof.
Wix's App Market boasts over 750 apps from pre-vetted partners, providing a diverse range of options that span various industry and website types. While Shopify's App Store is more extensive with around 13,000 apps, these apps are primarily focused on eCommerce solutions. For example, Shopify offers a wider range of apps and direct integrations specifically for shipping carriers and fulfillment warehouses. Wix's app ecosystem, on the other hand, caters to a broader range of industries and website types such as businesses that take online bookings like hotels and gyms, businesses that sell online, have menus (restaurants) and so on.
Bottom line: While Shopify may have a numerical advantage with apps and a lean towards eCommerce, Wix’s investment into native solutions means that you can find what you’re looking for within Wix (whether you’re running a restaurant, online store, etc.). It means you don't necessarily need an integration or multiple subscriptions to run and grow your business.
Security and reliability
A secure and dependable website isn't just a nice-to-have—it's an absolute must for any online business, especially if you're collecting sensitive information, like credit card details, email addresses or any other personal data.
On the security front, both Wix and Shopify check the essential boxes:
SSL encryption to secure data transmissions
24/7 security operations center (SOC)
PCI compliance for eCommerce
DDoS mitigation against attacks
Two-step verification
Fraud detection
Learn more about website security on Wix.
Bottom line: Both platforms take website security seriously with around-the-clock monitoring and safety measures.
Blog
When it comes to blogging, both Wix and Shopify offer built-in solutions, but Wix has a slight edge with its more comprehensive platform.
Wix offers an intuitive blogging experience, packed with features for both beginners and seasoned content creators. You’ll find flexible layout options, along with AI-powered tools that can generate blog ideas, outlines, full posts and even edit content based on your target audience, keywords and content goals. The platform also includes an AI meta tag creator and SEO checklist to help optimize each post. Organizational features like categories and tags are built in, plus you get automated SEO assistance for sitemaps and metadata to improve your blog's visibility.
On the other hand, while Shopify does include a basic blogging engine, it falls short on advanced content management features like replying to comments directly or adding multiple authors. It also lacks detailed blog analytics, such as tracking blog views—features that Wix offers seamlessly. Shopify's blogging platform also offers limited design options and less native SEO tools compared to Wix.
Bottom line: While Shopify's blogging tools are designed to help you build a community around your brand, Wix's feature-rich blog maker gives you more tools to create a truly engaging and professional blog.
Learn how to make a blog with Wix.
Ecommerce
Both platforms provide essential features like secure payment processing, inventory management and multichannel selling capabilities. Wix's strength lies in its built-in eCommerce tools that don't require additional integrations, which can be particularly appealing for small to medium-sized businesses or those just starting their online selling journey. On the other hand, Shopify's strengths lie in its extensive multichannel integrations and advanced order and inventory management tools, which are particularly beneficial for merchants with multiple locations or those scaling their operations.
Diving into the specifics, both platforms support selling on popular marketplaces like eBay, Google Merchants, Amazon and TikTok. However, Shopify extends its reach further by including platforms like Pinterest, Walmart and Target Plus. It also supports SMS and WhatsApp sales. A notable advantage for Shopify is the “Shopify Buy” button (that's included with any Shopify subscription) as well as the recent integration of the "Buy with Prime" button, allowing merchants to tap into the vast Amazon Prime customer base and offer Prime benefits like free delivery.
Shopify also has what it calls its “Handshake” marketplace, a unique feature that connects wholesalers (handpicked by Shopify) with retailers. This B2B platform opens up new opportunities for businesses looking to expand their wholesale operations or source products.
A notable advantage for Wix is its unique checkout experience. With Wix, customers can bunch together different types of products and services in one shopping cart. For example, they can add a service (e.g., a haircut), an event ticket and physical products (like shampoo, if we’re staying with the hair theme) all into one shopping cart and then pay in one payment. This is something that is not currently possible with Shopify.
With Wix you can also add elements to the checkout (something you can only do on Shopify if you pay for Shopify Plus, which is around $2,500/month). This is a big benefit for Wix users especially because you can modify fields in the checkout to collect the information you need from your customers. You can also make rules for certain fields to suit your business’ needs. For example, you can create a custom field asking your customers if the purchase is for business. If the customer selects "Yes," additional relevant fields will appear. Those who select "No" won't see these extra fields. This is a great way to collect information about your customers and discover their needs, and how to best cater to them.
Bottom line: Ultimately, the choice between Wix and Shopify for eCommerce will depend on the specific needs of your business. Wix might be your best bet if you’re seeking an all-in-one solution, while Shopify might appeal to businesses focusing on multichannel selling, advanced inventory management or B2B operations.
Learn how to start an online store with Wix's eCommerce platform.
Marketing and SEO
When it comes to marketing and SEO features, both Wix and Shopify bring powerful tools to the table, but there are some key differences. Wix takes the lead with its comprehensive suite of in-house CRM and marketing solutions, offering a one-stop shop for merchants looking to cover all their bases without the hassle of managing third-party apps. While Shopify may have an edge in certain advanced functionalities, Wix's platform is designed to give you everything you need right away.
On the SEO front, both platforms have got you covered with the essentials. Shopify automatically handles some technical SEO aspects, like generating canonical tags and sitemaps, while also allowing you to optimize your content by editing title tags, meta descriptions, robots.txt files and URLs.
Wix matches these capabilities and then some, offering a broader set of features that experienced marketers will appreciate. With Wix, you're getting direct ad campaign management from the Wix dashboard (something you can only do on Shopify Plus), direct integrations with tools like Semrush (which comes with 10 free keyword searches every 24 hours) and even AI-powered assistance for creating SEO-friendly content and meta tags.
Both Wix and Shopify offer branding tools like a logo maker and business name generator to go alongside their website offerings. But what really sets Wix apart is its native-solution approach to marketing. For example, you can create social media graphics and videos in the Wix platform (and then post and manage the campaigns from Wix as well).
Bottom line: While both platforms offer solid marketing fundamentals, Wix provides a comprehensive suite of in-house CRM and marketing solutions. Shopify may offer some advanced functionalities, but Wix’s platform allows you to cover the fundamentals without having to download or manage a third-party-app.
Customer support
Both Wix and Shopify provide 24/7 support through all sorts of channels including, phone, chat and email, with most customer inquiries resolved within 24 hours. They also both have help centers, with extensive knowledge bases that can assist with almost any troubleshooting need.
Wix customer support includes:
24/7 callback service (for English speakers)
Live chat (available in English Monday through Friday, 2 a.m. to 6 p.m. ET, and in other languages)
Ticket submission
Help Center (FAQ and community forum)
Knowledge base with video tutorials
Shopify customer support includes:
24/7 phone support
24/7 chat support
Email support
Shopify Community
Help Center
Bottom line: Both Wix and Shopify have excellent customer support.
Pricing
Shopify pricing:
Basic (for solo entrepreneurs): $39/month
Shopify (for small teams): $105/month
Advanced (for scaling businesses): $399/month
Plus (for more complex businesses): starts at $2,300/month (for one year)
Enterprise: Pricing available upon request
Shopify also has a unique plan called the “Lite” plan. This is for anyone who wants to sell products without a Shopify website. You can embed a “Buy Button” on your personal website or blog for $9 a month.
If you pay yearly with Shopify, you can additionally save 25% on select plans. Card rates charged range from 0.6% to 2.9% depending on the payment type and the plan you choose (decreases with more expensive plans).
Shopify allows you to try for free and then pay $1 for the first month, but then you will need to purchase a plan to continue.
Wix's pricing:
Free plan: free forever plan.
Light plan: $17/month
Core (with basic eCommerce features): $29/month
Business (with standard eCommerce features): $36/month
Business Elite: $159/month (advanced developer platform)
Enterprise: Pricing available upon request
All of Wix's paid plans include a free custom domain for one year.
Bottom line: Shopify’s plans are generally more expensive than Wix and are tailored to eCommerce businesses. Wix offers a free plan that you can use forever, whereas Shopify does not.
Related reading: Wix vs. GoDaddy
The verdict: Wix or Shopify, which builder should you choose?
In the battle between Wix vs. Shopify, the best solution for you comes down to what you intend to do with your website. Shopify is one of the most mature eCommerce platforms if you’re looking for a feature-rich, scalable online store and hold a hefty amount of inventory. As long as you don’t mind adding third-party apps and integrations to your site—there’s a third party app for pretty much everything and anything eCommerce-related.
Wix is the right choice if you need a content-focused website builder with outstanding design capabilities and flexibility. You don’t need a drop of code to be able to design a beautiful website, exactly the way you want it without being limited to defined sections—this is especially true if you use Wix Studio. With its user-friendly, do-it-yourself platform and affordable business solutions, Wix is an excellent choice for eCommerce. However, it’s not limited to just that. You can also take advantage of features like a booking calendar, event management tools, restaurant order handling and fitness business capabilities—opening up a range of other revenue streams and business opportunities.
How to migrate from Shopify to Wix
If you already have a Shopify website but want to switch to Wix, here's a quick overview of migrating your site:
Add an app and select a Wix Account. Go to the Wix App Market and add the Cart2Cart app to get started.
Grant permission for the data switch and select what to migrate. Select your source cart (Shopify) and provide the necessary permissions to access it.
Check the results. You can view your data in your Wix dashboard.
Editor's note: The information presented in this article is true as of November 26, 2024, unless mentioned otherwise.