Wix vs Shopify — The Battle Of Two Giants (2021 updated)

18 min readMar 11, 2021


By LitExtension

WIX vs Shopify Comparison


The battle between Wix vs Shopify, two website builders that are popular with eCommerce users, has always been fierce.

Wix is a drag and drop website creator, with over 523,000 live websites. On the other hand, Shopify is made specifically to help people establish online shops, it currently has over 1,4 million live stores. Both are friendly start-to-be, but Wix is simpler to use because it isn’t as powerful as Shopify. To small companies, Wix is great, while Shopify can deal with much bigger sales.

We will break down our detailed research on individual platforms in this thorough overview that includes price, SEO, customer support, ease of use, and far more. How Wix and Shopify can do exactly, and who each is better suited for you. Keep reading to get:

  • An overview of Wix and Shopify
  • Detailed comparisons
  • Honest reviews of customers

Ease of Use

Let’s dive into this: the ease of use of Wix’s business model is important. It’s a drag-and-drop creator, you can click on the feature (such as an image, title, logo, etc.) and drag it to anywhere you like. Merchants are able to manage every content on the front-end interface. Apparently, it is extremely convenient and painless for users with little-to-no technical knowledge. More than that, Wix also offers you a technology of artificial intelligence, which is called Wix ADI to help you with the very first steps for creating your online store.

Wix’s drag and drop editor makes it easy to customize the design of your site.

Meanwhile, Shopify keeps the dashboard and editing system separately. Therefore, you will move back and forth between the preview and back-end to check the result and the front-end interface. The division may take you longer to arrange the site as perfectly as you wish. However, Shopify offers several premade templates for you to create and optimize the eye-catching storefront easily and professionally. In the long run, and for medium-to-large businesses, these templates truly make the difference.

Shopify editor

According to recent research, there was a broad consensus that editing the templates of Wix is incredibly simple. Here are some of their thoughts:

“Wix was good because it provided more creative freedom, but was slightly more confusing when adding products and creating categories in comparison to Shopify.

I had no real issue with Shopify as a platform — it was super easy and effective to add products. I can’t imagine it being as simple as Wix’s drag-and-drop interface, but sometimes you just need more structure — and this is where Shopify works better.”


Wix vs Shopify Performance

In terms of performance, Shopify is one of the best. It’s the second-fastest platform that is usually tested. Load speeds are fast on mobile, which goes a long way toward keeping customers’ attention where you want it: on your website. According to the Darren performance test, the result shows that Shopify loads in an average of 1.3 seconds! In this battle, Shopify is obviously over Wix when it comes to loading time, which is crucial to success with any website, especially eCommerce.

However, there’s always a way out for Wix. To improve your site’s structure and performance, Wix also has specific guidelines to optimize the homepage and elements such as text, animation, and images.

For example:

  • Homepage Design: You should add the most meaningful, relevant content, shapes and buttons to this section to ensure that site visitors have useful information to discover while the rest of the page loads.
  • Images and Videos: Images uploaded to Wix site are automatically resized for optimization, usually under 25MB. Plus, using JPG images rather than PNG images is highly recommended, as JPG images are better for site loading time and performance. Plus, videos added to sites are a great way to encourage visitors but take longer to load than static elements. Therefore, please don’t overuse them!

If you follow Wix’s suggestions for site loading time, your website will be able to maintain 85% to 90% speed. In addition, you can check out Wix’s best practices to improve your site’s performance.

Value for Money

Without looking at the price, Wix vs Shopify comparison would be so incomplete. Let’s see which one gives you a better price.


Currently, Wix eCommerce provides three pricing plans that range between $17 and $35.

  • Business Basic — $17/month: Giving merchants who just started a business a set of features to sell online. For example, unlimited bandwidth along with a year free domain, sales analytics and report, etc.
  • Business Unlimited — $25/month: This plan has every feature of the basic plan yet with more storage, Pro eCommerce Features, and Professional Logo. You also will get more deals such as tax calculator, dropshipping, multiple currencies , and far more.
  • Business VIP — $35/month: The store owners will have all the features of the unlimited plan along with the priority support. All your questions on Wix’s answer page will be pushed to the front of the line and all your phone calls will be answered as fast as possible. Another outstanding feature in this plan is customized reports which will help you get valuable insights and make data-driven decisions for your business.
Wix Pricing


Compared to some other platforms, Shopify’s pricing plans seem rather costly.

  • Basic Shopify — $29/month: Similar to Wix, with Basic Shopify, you get all the fundamental eCommerce functions. This plan is suitable for merchants who want to build a simple store or just started a business.
  • Shopify — $79/month: This plan has everything you need to grow your business. You can get all the features in the Basic plan and plus professional sales report feature, global selling support and much more.
  • Advanced Shopify — $299/month: Choosing this plan means that you will get entire advanced features. A medium-to-large business can grow fast, and this Advanced Shopify makes the process even more possible.
Shopify Pricing

Template Design and Customizability

It’s clear that a dazzling storefront will capture attention and implicitly boost sales. Fortunately, both website builders provide users with a myriad of beautifully-designed responsive templates and themes to satisfy any store owners’ requirements. The industry-specific features of their templates and themes ensure that you can build your online store faster and more effectively.

In addition, both platforms grant you the privilege to make custom edits which means that with particular technical skills, you can fully control your website by coding. Nevertheless, there’s a minor difference between these two.


More than 800 free appealing templates are available for you to choose from on Wix. Those eye-catching templates cover different aspects and are easily modified for selling purposes. However, Wix’s design flexibility has a limitation which is that Wix templates are not changeable. It would be annoying when you want to rebrand your store.


While Wix offers all of the templates at no cost, Shopify designs 9 free and 64 paid themes specialized for online stores. The price ranges from $140 to $180. Expensive as it may seem, every paid theme is artistically and functionally cost-effective. Take a look at our list of the best Shopify themes in 2021.

Shopify’s themes

In case you want to add some elements, or maybe you have an idea for a new feature that you think would make your website look more stunning, Shopify Liquid is an effective way to modify the underlying code. Hence, you can have various designs which can be edited flexibly to suit your demands.

eCommerce Features

This is where Shopify shows off its muscles. Wix isn’t as strong as Shopify, but you still have an amazing variety of choices.

Inventory Management


With Wix, you can connect your preferred inventory methods with the open APIs to your Wix store, then everything will be synced constantly and smoothly. Hence, you can both automatically track the number of a certain product in stock and manually set inventory status for each. Wix Stores currently offers two inventory management methods:

  • Tracking inventory: Track how many of a specific product or product variant you have in stock. When you make a sale, the inventory amount is automatically updated.
  • In Stock / Out of Stock: Manually assign products or variants an “In Stock” or “Out of Stock” status.

More importantly, if you create product options (e.g. color, size), you can keep track of inventory separately by adding a different SKU number to each one of its variants. In short, Wix is able to optimize your inventory management by offering lots of apps or setup tutorials which can help you control your stock easily and accurately.


On the other hand, when using Shopify, you will be able to track stock, get access to benefits like stock alerts, automated purchase orders, year-end inventory reporting, and user permissions and accounts. Similar to Wix, Shopify’s inventory tracking system gives you complete control and insight into your business. Moreover, you can experience how inventory moves from supplier to customers and everywhere in between.

In case you use Shopify POS Pro, then you can install Stocky which provides you these advanced inventory management features, and syncs with your Shopify store in real time. The best part is that you can scale your business with a tech stack capable of handling your stock now and in the future.

Notably, Shopify does have a variety of inventory apps and also the setup guidance for merchants to handle the task easier.

Reporting and Analytics


Wix allows you to adjust your business reports in terms of website traffic, revenue breakdowns, customer shopping behaviors or conversion rate. You can choose how to view your data, customize your reports to focus on data that interests you, and create new reports from scratch. The exposure of your most important data can help you to specify your best seller and flop products, and draw up a more strategic plan to boost your sales.

Wix’s analytics and reports

Impressively, your Wix store reports are divided into categories to help you find out what kinds of data you want to see. For example:

  • Sales reports present reports for your site revenues and sales. You can find all types of useful information like monthly or weekly sales, invoice info and so on.
  • Traffic reports is where you find out how people navigate to and around your site. This report displays your traffic over time, by device, by country and city, and by landing page.
  • Behavior reports explore how visitors are interacting with your site: what page they visited first, what pages are most viewed, and how your visitors navigate within your site.

Check the Wix App Store to find your suitable third-party apps to fulfil your tasks.


Shopify, on the other hand, offers quite a lot of reporting features which can be upgraded with higher plans. Further upgrades for Advanced Shopify or Shopify Plus can provide deep analysis with the help of filters apart from the basic analysis from Basic Shopify.

Overall, Shopify’s analytics and reports give merchants the means to review store’s recent activity, get insight into your visitors, analyze store speed or even analyze store’s transactions.

Shopify’s analytics and reports

Additionally, if your store is on the Basic Shopify plan or higher, then you can filter your reports to show the specific information you need. You can also add or remove columns in your reports.

If your store is on the Advanced Shopify plan or higher, then you can save your filtered and edited reports or create custom reports from scratch. If your store is on the Shopify plan, then any filters or edits that you apply are temporary.

Note: You can only filter and edit all the reports, except for the Finance reports. Also, in case you want to filter a custom report based on tags, Shopify App Store will help you with reporting apps.

Most importantly, Shopify has introduced the new update in 2021 to improve its report and analysis in the Overview analytics. This new feature will support multi-channel businesses and help you to get an overview of key metrics for all your stores in one place.

Payment methods


Wix supports all the traditional payment solutions, including PayPal, Stripe and Square with advanced online encryption and the strictest standard. Additionally, Wix does have the “Buy now pay later” solutions to give customers financial freedom. Using Wix, businesses can offer pay later options to their customers with no additional integration costs.

In other words, with Wix Payments you get:

  • Free and easy set-up
  • Secure online payments
  • Accept credit/debit cards, iDeal and buy now, pay later solutions like Affirm, Afterpay, and Sezzle.
  • Unified dashboard for payouts, refunds, and chargebacks
  • No need for a third-party payment gateway
  • 24 hour dedicated customer support


At the same time, Shopify offers over 100 payment processors, including Stripe, 2Checkout, PayPal or Authorize, etc. Nonetheless, Shopify will charge you a transaction fee (2.5% to 0.5% depending on your plan) unless you use its own payment gateway — Shopify Payments. However, Shopify still charges different credit card rates for each plan when using Shopify Payments. If you go for Shopify Basic, the platform charges $2.9 + 30 cents per transaction. The fee is reduced to $2.6 + 30 cents with the Shopify plan and $2.4 + 30 cents with Advanced Shopify.

Shopify Payments

If you decide to use any payment provider other than Shopify Payments itself, the additional fee per transaction will be 2.0%, 1.0%, and 0.5% for Shopify Basic, Shopify, and Advanced Shopify respectively.

Shipping options


With Wix, it’s a bit inconvenient that you may need shipping apps to assist you with global payments for shipping. Otherwise, Wix also provides you with a detailed guide to setting up shipping, delivery, and Pickup. In addition, Wix does not offer printable shipping labels when you track orders and set tax rules for each product.


On the contrary, Shopify is by your side with all steps in the complicated shipping cycle, from free shipping to coordination with alternative shipping providers. You can configure your shipping rates (free shipping, flat rate, depending on region, etc). With the Advanced Shopify plan, you can also unlock the third-party calculated shipping rates, so you can show customers the current courier prices at checkout. In short, when you organize shipping with Shopify, you’re never left stranded.

Shipping and delivery

Tax setting


Wix helps you to enable and disable taxes, including commodity rates, taxes and more. It would be great if you use Avalara — an integrated software program that can help measure tax rates in real-time. If you want to know how exactly the tax setting works in your Wix online store, check this guidance to find your answer.


As you expect, Shopify gives you tons of control over your settings. Shopify uses many default sales tax rates, which are updated regularly. You can set up Shopify to automatically deal with common tax calculations to free up yourself with lots of time. Nevertheless, Shopify doesn’t file or remit your sales taxes for you. You might need to register your business with your local or federal tax authority to handle your sales tax. Luckily, Shopify has quite lots of tax documents to help you setup tax such as:

SEO & Marketing

Wix has an edge here. As an all-in-one marketing solution, it is available as a separate subscription, that allows you to easily manage marketing campaigns in one place.

Meanwhile, Shopify relies heavily on marketing software from third parties. While this gives you plenty of versatility, it’s difficult to put the two platforms in a fair comparison with so many apps floating around.



Wix allows you to build gorgeous blogs with ease. In reality, the only hindrance it stumbles over is about archive functionality, which saves old posts for users to read. If you really wanted to experience this unique function, you’re better off using a blogging specific tool like WordPress.


Although Shopify has blogging features, it only gives you some essential functionality to write posts. Therefore, the features you may miss the most include blogging analytics, social bookmarking, searching features built-in. Basically, its blogging features are quite bleak.

Email Marketing


Wix brings you high quality email marketing. You can choose from a bunch of email templates. In addition, you can even create your own template from scratch to send to your customers.


There’s a built-in email tool to promote your products and share updates which you can choose from different email templates. Emails are definitely editable so you can add a personal touch of your own. Within your admin panel, you can process every step including reports of campaign to see how effective your plan is.

SEO features


Wix is proud to have a great set of SEO built into every Wix Site. After adjusting SEO features from time to time, this platform now can effectively optimize your SEO workflow. All Wix sites are backed by a solid infrastructure that meets the needs of search engines, giving you a strong SEO foundation to compete in organic search. Additionally, merchants will have more freedom and flexibility in customizing their meta tags, URL slugs, canonical tags, structured data and more.


When it comes to SEO, Shopify is quite effective, adequate, and can help you rank well when being utilized properly. Some SEO is taken care of automatically: auto-generated canonical tags are added to pages to prevent duplicate content from appearing in search results. Plus, the theme you are using for your online store will have social media linking and sharing options to make it easier to market your store.

Shopify’s built-in SEO & Marketing options

Having said that, there is still room for improvement. Certain URLs bear a mandatory string, which isn’t SEO-friendly. For example, product pages have ‘/products/’, and posts are stuck with ‘/posts/’ right after your domain name. Additionally, the Robots.txt file and Sitemap aren’t available for modification, making Shopify SEO a bit frustrating. Don’t forget the huge app store with endless SEO possibilities to help you gain more traffic.

Facebook & Instagram Ads


Connecting to your store with Facebook and Instagram Ads is now simple with Wix AI. It will take care of all the social media ads from your store dashboard. From automated targeting to potential customers to on going A/B testing. This reduces the huge amount of work you need to put in for your campaign.


Shopify’s multi-channel integration is one deal-breaker between Wix vs Shopify. You can connect your Shopify online store to social media accounts such as Twitter, Instagram, and market places such as Amazon and eBay.

App Store

Integrating apps will strengthen your online store by providing you with more resources and features to help improve the performance of your store. Wix and Shopify both have apps stores providing many free and paid apps to support eCommerce in all regions.


Currently, Wix offers over 200 apps and add-ons which includes 6 main categories. Those are marketing, sell online, services & events, media & content, design elements, and communication. Among the Wix Apps, there are several free apps to choose from. Plus, the paid ones are pretty affordable which range from $5 — $30.

Wix App Market


On the other hand, the App Store of Shopify, with the diversity in function, allows you to grow your store to a bigger scope. With a total of 5000+ apps (including third-party applications) where merchants can find almost everything for selling online here. With a great variety of choices, Shopify divides these apps into 12 categories and 9 collections to help users find their suitable apps more easily.

Shopify App Store

You can add a wishlist, make a dropshipping, add product reviews, and change currency — and that’s just the beginning of many great apps you haven’t discovered yet!

Customer Support

Speaking of the Support provided, help centers of both are always kept up-to-date for you to search for information. You can get assistance from users and experts all over the world by joining in their huge forums.


Wix is famous for multiple detailed and lively instruction videos. Just hover your mouse over the editor’s question marks and wait for the small bubbles appear. They can rapidly give answers to your common questions.

Wix’s handy in-editor help

About live support, you can submit tickets and request a callback on Wix. English support line is always available, but with other languages, such as French, German, Italian, Japanese, Portuguese, Russian and Spanish, the line is available during business hours only.


Meanwhile, Shopify support team is always there for you 24/7 through email and phone. One thing that is superior is Shopify offers live chat. Once your waiting time is minimized and the issue is resolved quickly, certainly, your store will soon become a cash cow. Users can either get assistance from experts or exchange experiences with other worldwide merchants via Shopify Forum.

Shopify Help Center



While using Wix, users are assured the high quality of security built into every Wix website. Merchants can gain the customers’ trust by having SSL web security to keep connections secure and private over an HTTPS connection. Plus, running on Level 1 PCI Compliant and TLS 1.2 (Transport Layer Security) means that your website reaches the highest level of payment standards, keeping your visitor transactions totally safe.

Besides, Wix experts have gone through extensive hacker testing to ensure your website is always up and running with DDoS Protection — a reliable web hosting. Plus, since Wix is a centralized SaaS solution, all the security updates are automatically applied to your website.

Read more here to get to know more about Wix multi-layered website security.


Thanks to the hosted platform nature, Shopify completely takes care of updates and security issues in the background. Shopify system also runs on Level 1 PCI compliant server — mandatory to accept credit card or debit card info. SSL encryption (at 156-bit) is enabled for every Shopify store too which can keep your visitors’ data safe.

Moreover, Shopify also provides merchants with SOC (Service Organization Control) reports and Transparency reports which are an assessment of a company’s information systems by third-party auditors. Therefore, Shopify merchants meet an independent set of standards, including criteria related to the security and availability of its services.

Wix vs Shopify — What is the overall winner?

The battle between Wix vs Shopify is obviously hard to end up with a winner in every aspect.

Generally, Wix is more suitable for those who wish to build a “general-purpose” website because of its price, ease of use, SEO features and wide range of templates. However, in terms of eCommerce applications, Shopify is much stronger.

This is because Shopify has fully responsive designs, support for AMP (Accelerated Mobile Pages) product pages, multi-currency selling functionality and its tons of integrations with other key apps. For any merchant who wants to build an online store, Shopify can make it more appropriate and professional.

Wanna get a taste of Wix or Shopify?

After reading this analysis between these two platforms, I guess you might have made up your mind about the platform that is suitable for your online business. If you are ready to go for it, then here comes our migration service that’ll help you transfer all your data to your desired platform.

Especially, if you are a Wix store owner and now are leaning towards Shopify after reading our comparison, do you wanna give it a try? Our Wix to Shopify migration is now totally FREE by using LitExtension Wix Import App!

What if your store is running on another platform and still want to experience Shopify? Don’t worry! We have also made a migration app helping you transfer 100 entities from any eCommerce platforms to Shopify for FREE.

Migrate as many times as you want with limited entities to see how your store is gonna look like on Shopify.

If you want to proceed to a full migration with LitExtension, simply walk your way through the steps below:

  • Register an account or Sign In on LitExtension with your Facebook or Google account
  • Click on “Create New Migration” at the top right button of the screen
  • Choose your Source Store and Target Store. Then provide the source store’s URL into the blank bar.
  • Choose entities you want to migrate and other additional migration features.
  • Start a Free Demo or perform migration immediately.


Thank you for keeping up with this article this length. We hope that this Wix vs Shopify comparison has helped you to get to know both platforms and at some point, you could make up your mind about which platform you’ll be settling with in the future.

Should you have any concerns, don’t hesitate to leave us a message via Live chat or Email or join our Facebook community. We’re happy to help.




Our Automated Shopping Cart Migration Service helps you move your online store to a better e-commerce platform with ease. Learn more at https://litextension.com