Wix Ecommerce Review | Should You Sell With Wix?

Best All-Around Ecommerce Platform

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out of 5

220 million sites

Starting from


Best for

Best for Small Online Stores

Overall rating

5 out of 5 stars

Want a feature-rich ecommerce builder, without giving up creative control over your brand and storefront design? Wix eCommerce could be the perfect choice for you. This builder is ideal for anyone looking to combine intuitive editing tools with ecommerce functionality, for a well-rounded online store.

What Are the Pros and Cons of Wix eCommerce?


  • Never edit blindly – the ecommerce website builder shows you how your edits are impacting the design of your storefront
  • Excellent app market – choose from 250+ free and paid apps to seamlessly add extra functionality to your online store
  • Multichannel selling – use Wix’s built-in ability to sell on Instagram to expose your brand to millions of new potential customers
  • Beginner friendly – the interface is easy to use, with a drag-and-drop editor and mobile responsive templates
  • Advanced ecommerce tools – including abandoned cart recovery to catch customers who have left items in their checkout
  • Multilingual sites – grow your business globally by creating multiple sites for different countries


  • No stock management alerts – Wix won’t tell you when levels are running low, making it difficult to scale
  • Too much creative freedom – total creative freedom can get in the way of ecommerce design best practices

Does Wix Sound Good So Far?

Start building your online store for free with Wix eCommerce. Unlock advanced features

Further Information

Overview of Wix eCommerce

You’ve probably already heard of Wix. You might have even seen the adverts, where people build websites quickly, easily, and without ever touching a line of code. But did you know that Wix can also help you set up an online store?

Wix eCommerce uses the same easy and intuitive drag-and-drop editor you see in those adverts, allowing you to build your very own ecommerce website. No need for coding, hosting, or stressing – simply pick your template, customize it by dragging and dropping elements like text boxes and images around your pages, and then hit publish!

All of Wix’s ecommerce plans come with a range of great sales tools built-in, which we’ll explain in more detail below. You can see those features in action on Wix sites such as https://www.coalandcanary.com/, which uses the builder to show off its candle products.

Wix is the best overall ecommerce platform on the market. How do we know Wix is the best ecommerce option, beating other brands such as Shopify, BigCommerce, Weebly and Squarespace? We’re not just guessing – we tested them all, and got everyday people to test them too.

We looked at all the important areas, from features and pricing to ease of use. This article will take you through what we found, and tell you once and for all if you should choose Wix eCommerce to build your online store.

We’re not going to draw it out – here’s an overview of how Wix scored in our testing:

Best all-around ecommerce platform


out of 5
Top Choice
Ease Of Use

4 out of 5 stars

Design Flexibility

4.2 out of 5 stars

Website Features

4.4 out of 5 stars

Sales Features

4.2 out of 5 stars

Help and Support

4.1 out of 5 stars

Value For Money

4.4 out of 5 stars

Customer Score

4.5 out of 5 stars

Don’t have time to read our entire review? Watch our video review, instead! 

Further Information

How Easy is Wix eCommerce to Use?

What use is a builder if you’re fighting to complete simple tasks every step of the way? Adding products, processing payments, customizing your storefront; none of these things should have you tearing your hair out.

Luckily, Wix is known for its beginner-friendly design and simple processes. It uses a drag-and-drop editor, so you can just drag elements like text boxes and videos to wherever you want them on your pages.

Customizing your storefront is also really easy. Wix is a What You See Is What You Get (WYSIWYG) website builder, so when you edit your pages, you can see exactly how your site will look once it’s live.

wix ecommerce editor
Wix’s editor is easy to use, whether changing backgrounds or adding text. Simply drag and drop items you want onto your pages.

If you drag a text box across your screen in the Wix editor, you know precisely where it will appear on the live version. This is different to other builders where you have to make all your changes in the backend, and only see the results when you preview your site.

The best part, though, is that you don’t need to know a single line of code. Wix helps you create a professional website for your business, without ever even thinking about the dreaded HTML or CSS, which helped Wix score 4/5 in our ease of use testing.

If you need a site up quickly, why not try out Wix ADI? This uses Artificial Design Intelligence to create a personalized website for you, in just a few minutes. You just answer some simple questions, pick the designs you like, and then edit to your heart’s content until it looks just how you want it.

Got an international audience? No problem. With Wix Multilingual, you can create different versions of the same page with different languages.

After you’ve created your site, you can translate text, images, links, SEO settings, and more in just a few clicks. Et voila! You’ll have a multilingual website.

Because of all the features needed to run an online store, ecommerce platforms can often be complex to use and take a while to get to grips with. Wix, however, combines ease of use with a brilliant range of ecommerce tools, as well as great customization for your storefront.


Do You Want to Save Time and Effort?

Wix is super easy to use, meaning you can get your store up and running in no time – even if you have no tech experience!

Further Information

Wix eCommerce Customer Satisfaction

One of the greatest tests of any builder is whether it can keep its users satisfied. That’s why we not only test each platform ourselves, but also get other people to use them and give us their feedback.

That’s how we know that Wix doesn’t just look the part – it leaves happy customers in its wake. When asked how likely they were to recommend Wix, our users scored the platform an impressive 3.99/5 overall!

Here are some of the things our users had to say about Wix eCommerce:

“The tips that pop up as you go are great. For example, I got a warning when I dragged a logo to a place where it’d be hidden by the navigation menu.”


“It’s really helpful that you can resize the dashboard so that the sidebar menu is smaller and the actual website page is bigger.”

The main thing our users fed back to us was how easy it was to use Wix to build their store. From adding ecommerce features such as products and size variants, to customizing the store’s branding, Wix received positive comments on its simple and flexible design.

Some found the level of creative control to be more of a hindrance, wishing for greater structure and a larger, more powerful set of ecommerce tools. However, they did admire the potential for creating a strong and unique brand with Wix, and enjoyed adding features such as product videos.

Overall, our users recommended Wix as the best all-around ecommerce builder, especially for small businesses who are keen to establish a strong and attractive brand. It has a great range of ecommerce tools, however, Shopify might be a better option if you’re looking to set up an enormous ecommerce empire.


Our Users Recommend Wix - Will It Wow You Too?

Head over to Wix’s website to try Wix for yourself and see if you agree with our users’ reviews.

Wix eCommerce Sales Tools and Features

Wix has all the tools you need to get physical and digital products flying off your virtual shelves, scoring 4.4/5 in this research category.

Attractive product pages are all well and good, but you need to keep things organized behind the scenes. Wix has a whole range of in-house ecommerce features that mean your stores can function and thrive.

Product Types

Whether you’re selling handmade goods or digital downloads, Wix won’t stand in your way. You can set up your store to sell physical and digital products, from music to ebooks to hand-knitted scarves.

If your business relies on accepting bookings and people paying for classes, Wix has options for you too. You can accept payments for bookings through the Wix Bookings app, although you can’t list and sell these services as actual products.

Unlike selling platforms such as Etsy, where you can only sell handmade or vintage goods, there are no rules about the types of products you can sell through Wix. The online marketplace is your oyster – and yes, you can even sell those too!

Product Presentation

You don’t buy something online if it doesn’t look good. Only one product image, taken from an unhelpful angle? Distracting layout or annoying lack of product zoom? Say goodbye to a sale, because most customers will be looking elsewhere.

Thankfully, this is one of Wix’s main strengths. Its templates provide an attractive design for you to base your store on, with user experience and branding clearly important factors. Product zoom comes built-in, and gives the customer a much better idea of what it is you’re offering.

wix ecommerce features designs
Wix provides attractive template designs to really show off your products and catch the customer’s eye

Don’t leave your customers in the dark about what they’re buying. Wix lets you add up to 15 product images for each product you upload, which should be more than enough to make your visitors reach for their wallets.

You can also add product videos to really show off your goods and provide an even better customer experience. These aren’t built-in to the templates, but are easy to add to your store using Wix’s drag-and-drop editor.

Payment Options and Fees

Wix offers all the traditional payments gateways, including PayPal, Stripe, and Square. There are over 50 different payment options in total, so there should be something for everyone. Wix doesn’t support Amazon or Apple Pay, but there should be enough other options to make up for this. 

Wix even has its own in-house payment gateway, Wix Payments, which is designed to streamline your transactions and make them easier to manage in one place.

All Wix sites come with an SSL certificate, which just needs to be activated to secure your site. SSL stands for Secure Sockets Layer, and encrypts your visitors’ information – this makes it essential for online stores, as it makes it safe to process payments.

What’s more, your customers can store their credit card details in the ‘My Wallet’ section of your checkout, making it quick and easy for visitors to buy your products in the future.

Inventory Management

Wix’s inventory is not the most powerful on the market, but you can sell unlimited products with no problem and you can mass import products and their variants using a CSV (Comma Separated Values) file from a spreadsheet. Easy stuff!

However, Wix does support product management. With the Wix Stores app, you can choose how to manage your inventory, track product numbers, and automatically mark items as out of stock.

Shipping Options

Shipping can be difficult to manage, especially if you’re delivering to areas with different rules and prices. Wix offers integration with the ShipStation app, which helps to provide a seamless shipping experience for your customers.

You can connect your online store to a dropshipping company, enabling you to sell a wide range of items without worrying about packaging or shipping. It’s a busy entrepreneur’s dream!

Wix also allows you to print personalized shipping labels to help you build your brand image, plus you can track orders from its dashboard, and set shipping and tax rules for your products. 

Abandoned Cart Recovery

With Wix’s abandoned cart recovery feature, you can automatically email customers who’ve left items in their cart and then left the site before completing their checkout. 

A staggering 69% of online carts are abandoned by users; that’s a lot of lost revenue that could easily be scooped up using this clever feature.

Multichannel Selling

Multichannel selling is an important aspect of running an ecommerce business. Selling across social channels such as Instagram, Facebook, Pinterest, and Amazon is a great way of getting exposure for your business and appealing to a wider audience.

Wix supports the ability to sell on Instagram, helping to expose your brand and products to its 1 billion+ active monthly users. If you want to sell on Facebook and Pinterest, you’ll just need to use a third-party app, such as Ecwid, which integrates with your Wix site and adds extra functions.

Wix Ascend

An all-in-one marketing solution, Wix Ascend lets you connect with your customers, promote your brand, and automate your workflow in one place. It makes marketing more manageable.

Wix Ascend is available as a separate subscription with three different price plans, giving you access to more tools and features the higher the plan you choose. These plans range from just $10 to $49 per month.

App Market

The Wix Stores app is the beating heart of Wix eCommerce. You don’t need to download it or go searching for it, as it comes built-in to all Wix eCommerce templates. With Wix Stores, you can…

  • Sell unlimited products
  • Start a dropshipping business
  • Create product galleries to showcase your stock
  • Create discount codes
  • Get an optimized mobile store
  • Accept numerous types of payment, including credit cards and offline payments
  • Get access to online payment processors including PayPal, Stripe, and Square
  • Send automatic email notifications to your customers
  • Create newsletters – tell your customers about promos and new products using Wix ShoutOut and Lightbox
  • Get premium order management tools
  • Ensure top-level security with SSL encryption
  • Keep all your profits – Wix charges NO transaction fees

and much more. That’s an impressive list! You can see all the latest Wix Stores features on Wix’s website, but if that’s still not enough tools for you, don’t worry – you’ll find a huge supply of additional resources in the Wix App Market.

Here you’ll find a mix of free and paid apps – some made by Wix, others by third parties – offering advanced tools to add to your site. There are over 200 apps in total, with over 50 in the “Online Store” category.

Using the Wix App Market, you can find tools to customize your storefront, add live chats and coupons to engage customers, and even integrate with other ecommerce platforms such as Ecwid.


Search Engine Optimization, more commonly known as SEO,  is an artform for some and a mystery to others. All it refers to is making your website as ready and easy as possible for Google and other search engines to find it.

Wix has built-in SEO tools to make life as easy as possible. All Wix sites are mobile optimized, and come with customizable options ranging from alt text to setting keywords for your pages.

wix ecommerce seo
Wix gives you the tools and guidance needed to optimize your site and give it the best chance of ranking highly in Google search results

You can easily get to grips with SEO by following Wix’s SEO Wiz. This asks you a few simple questions, such as the name of your website and its keywords, and uses your answers to create a personalized plan. There is also an SEO Guide to follow as your site progresses.


Which Sales Tools Do You Need?

Could your store benefit from any of Wix’s sales tools and features? Find out for yourself

Further Information

How Good are Wix eCommerce’s Template Designs?

Despite its great ecommerce features and impressive app store, Wix really shines in its template designs and customization, scoring 4/5 in our ‘design flexibility’ category.

Wix has over 800 templates in total, and over 100 can be found in the “Online Store” category. You can even choose a blank template if you want to start from scratch – but with designs as professional as Wix’s, that seems like unnecessary work!

wix ecommerce templates
Wix has a wide range of professional, feature-packed templates for building online stores. Click the image to browse Wix's templates

All Wix templates are free of charge, so you don’t need to worry about any sneaky hidden fees. However, if you want to make use of all the features included in Wix’s ecommerce templates, you will need to be on an ecommerce plan (more about these later on).

To select a template, simply browse through the selection (either by category or by using the search feature), click preview to see if you like the design, make your choice, and begin editing. Your credit card can stay in your wallet!

Previewing your template and making sure you’re happy with the design is especially important with Wix, because you can’t switch your template once you’ve published your site. If you do feel like a change, you’ll have to build a new site and re-enter your content again – and when time is money, this is less than ideal.

All Wix templates are mobile responsive and come with a dedicated mobile editor, so you can make sure your website looks great on all devices.

Design Customization

While Wix’s templates do look stunning, you’ll still want to put your own stamp on your site’s design. You don’t need to spend hours coding or learning tech skills to do this – simply add images, delete sections, create new pages, drag text boxes to new positions, and add any new features you like, anywhere on your site.

Creating your own brand and customizing your design is super easy with Wix. Its drag-and-drop editor means anyone who can click a mouse can create a totally unique online store.

wix ecommerce design customization options
Wix gives you tons of customization options, so you can edit your design as much as you like. This is perfect for creating a strong online brand for your business.

This means your product pages will reflect your business brand, and make your website as recognizable as the products you sell. Customization on the checkout page is more limited, but you can still add your business name and logo.

If you want an even deeper level of customization, you can use Velo by Wix (code). Before the tech-phobes amongst you go running for the hills, Velo by Wix doesn’t actually mean you need to do any coding!

That may sound confusing, but Velo by Wix lets you create a database of information to help you create a more complex site, without the complexity of learning new tech skills – or the cost of hiring a developer.

Overall, Wix has got it covered on all fronts. It has a large selection of stylish, feature-packed templates and offers tons of creative freedom, with both beginner-friendly and more advanced customization tools. With all that creative control, though, just make sure you’re always designing with your customers in mind.


Do You Want a Beautiful Storefront?

Make sure you choose the perfect theme for your online store – browse Wix’s templates and pick the best one for you!

Further Information

Wix eCommerce Help and Support

When you get on an aeroplane, you probably don’t take much notice of the safety briefing or the emergency features. However, if they weren’t there, we doubt you’d get on the plane at all.

Signing up to a website builder with no customer support may not be as disastrous as boarding a plane without any safety equipment, but it could still cause you hours of frustration – and even money – if things did go wrong.

Wix won’t leave you free-falling if your website crashes, or if you have trouble finding your way around. In fact, this is one of Wix’s strengths, and it scored 3.8/5 for help and support.

It offers multiple support options, including:

  • Phone support
  • Social media support
  • Community forum
  • Email support
  • Video tutorials
  • 24/7 on-page editor support
  • In-depth knowledge base

Whether you want to talk to a real person on the phone, or prefer losing yourself in detailed help articles, Wix has something for everyone. It doesn’t offer a live chat option, but between its incredibly in-depth knowledge base and social media support, this shouldn’t be a problem.

wix ecommerce review help center
Wix’s Help Center has tons of support resources for you to browse. You can search for your specific query, or look through the different help categories. Click the image to visit Wix's Help Center

If you sign up to the most expensive ecommerce plan, Business VIP, you get priority response to any tickets you submit. You are also eligible for VIP Support, which gives you priority phone support.

Wix eCommerce Pricing - Is It Good Value for Money?

With all these features, you’re probably wondering: how much does Wix cost?

Wix’s free plan is unusually generous, which helped this platform gain a 4.4/5 score in our value for money testing. It gives you as much time as you want to build your online store and prepare it for launch. It’s also a great chance to try Wix out and decide for yourself whether it’s the right fit for you.

To collect payments and make money, you’ll need to upgrade to one of the ecommerce plans.

There are three Wix eCommerce plans to choose from:

  • Business Basic: $27 per month
  • Business Unlimited: $32 per month
  • Business VIP: $59 per month

There’s also the custom-priced Enterprise plan, Wix’s end-to-end business solution, which is aimed at big businesses and starts at $500 per month, requiring a custom quote for exact pricing.

All of these allow you to accept online payments, sell without paying any commission, connect your own domain name, remove Wix adverts, and use Google Analytics. All three come with unlimited bandwidth, while you also get $300 in Ad Vouchers and unlock the Site Booster and Visitor Analytics apps.

Three Wix pricing plans showing prices and features for online stores
Wix has three regular ecommerce plans ranging from $27 to $59 per month (billed annually).

Take a look at some of the key features of each plan in the comparison table below:

Feature Business Basic: $27/month Business Unlimited: $32/month Business VIP: $59/month
Video Hours 5 hours 10 hours Unlimited hours
Remove Wix Ads ✔️ ✔️ ✔️
Connect Domain ✔️ ✔️ ✔️
Bandwidth Unlimited Unlimited Unlimited
Storage 20GB 35GB 50GB
Priority Response ✔️

Business Basic $27/month

The Business Basic plan is your best-value option. It’s the cheapest ecommerce plan, and the best option if you’re just starting out. $27 per month is a very competitive price, making Wix the best value for money if you’re brand new to website building.

For just $27 a month, you get:

  • Wix Stores ecommerce platform, with all the features explored above
  • 20GB storage space for all your site’s assets, such as product galleries
  • Unlimited bandwidth, so you can attract as many customers as you want – your site won’t go down if you go viral!
  • Free custom domain name for one year, so you can get rid of the Wix branding in your web address and choose your own
  • No Wix ads on any of your site’s pages
  • Five video hours
  • Ad vouchers worth $300, so you can advertise your site on Google and Bing
  • Site Booster app (normally $60) to push your online store up the Google rankings
  • Visitor Analytics app (normally $60) to get insights about your website and audience
  • Google Analytics for world class data on what your customers are doing, and how you can deliver what they want.

That $27 figure is the monthly price if you pay annually. The Business Basic plan costs $27/month if you pay monthly.

This plan is best for small ecommerce businesses that are finding their feet and just getting started with an online store.

Business Unlimited $32/month

The Business Unlimited plan is the most popular of Wix’s ecommerce plans. It’s best for growing businesses, and has the extra features to prove it. It’s still cheaper than Shopify’s lowest plan, and for your $32 per month, you get:

  • Everything from the Business Basic plan
  • 35GB storage
  • 10 video hours
  • Wix Logo Maker (worth $50), so you can create your very own professional logo
  • Social Media Logo files – get over 40 different sizes of your logo, ready to share across social media

If you’re looking to grow your business, the Business Unlimited Plan offers great value for money.

Business VIP $59/month

Wix’s most expensive Business VIP plan is perfect for the well-developed business which needs more advanced tools. For $59 per month, you get:

  • Everything from the Business Unlimited plan
  • 50GB storage
  • Unlimited video hours
  • Priority response
  • VIP support

This extra level of service is perfect for businesses who need the full package, and can’t afford to be at the back of the queue when it comes to waiting for support. This makes the Business VIP plan best for established businesses.


Do You Want Great Value For Money?

You can’t sell for free with Wix eCommerce, so you need to choose the right price plan – compare and sign up on Wix’s pricing page!

Value for Money

You can build your store using Wix’s free plan, but to really put these features through their paces, you’ll need to sign up to one of these three ecommerce plans. Instead of a free trial, Wix offers a 14-day money back guarantee, so if you aren’t 100% happy, you can get your money back with no questions asked.

Wix is a great place to start for smaller businesses on a budget, because it’s much cheaper than other ecommerce platforms. It does offer less advanced features than dedicated ecommerce builders, but this also makes it a more budget-friendly option for small businesses.

So how does Wix compare to its competitors? Shopify’s prices start at $29 per month and range up to $299 per month. BigCommerce’s prices start from $29.95 per month and go up to $224.95 per month. Squarespace’s ecommerce plans are cheaper, starting from $27 to a more reasonable $49 per month.

In our research, Wix scored higher overall than BigCommerce and Squarespace, so you can be sure you’re getting a top quality service at great value.

Overall, Wix averages out at cheaper than its competitors – especially if you’re looking at the long-term cost of scaling up your business.

Further Information

Wix eCommerce Review: The Verdict

This article has examined the ins and outs of what makes Wix eCommerce tick.

Wix is a great choice for building your first online store, and then taking it to the next level.

Its drag-and-drop builder and integrated ecommerce features make it easy for beginners, while its extensive App Market makes it powerful enough to achieve your ambitions.

As you may know from our ecommerce comparison chart, Wix is top of the ecommerce league.

Wix’s impressive customization, range of website features, and beginner-friendly processes is where it really holds its own against platforms like Shopify. It also has the bonus of a free plan, and budget-friendly prices for those just starting out.

Wix is the best all-around ecommerce platform around today. If you’re setting up your ecommerce business and don’t have much tech or web design knowledge, then Wix is the perfect place to get started, make money, and build your brand image. 


Are You Ready to Try Wix Ecommerce?

Are you ready to start building your online store? You can try Wix for free before picking a plan to launch your ecommerce website!

10 Wix Ecommerce FAQs

No – you can’t sell through your Wix website without signing up to a premium plan. However, you can build your store and get it ready to go using the free plan, before then upgrading to an ecommerce plan. When you upgrade, you’ll unlock built-in ecommerce features, and be able to accept payments through your website.
While Shopify is the best option for building larger stores selling 10+ products, Wix is still the best all-rounder. Simply put, Wix ticks all the boxes – it’s suitable for both total beginners and ambitious entrepreneurs thanks to its easy-to-use editor, budget-friendly prices, and seriously strong sales tools.
If you have accounts with both Shopify and Wix, you can use the Shopify Buy Button to add ecommerce to your Wix website. This is really aimed at adding Shopify’s selling tools to a non-ecommerce Wix website, and does involve coding. But it is a way of combining these two leading brands if you want to make use of them both!

You can also integrate other platforms such as Etsy, Amazon, and eBay with your Wix store using apps.

No it doesn’t! Wix doesn’t charge any transaction fees, unlike other ecommerce platforms, so you won’t get caught out by any unexpected selling fees. Apps come as both free and premium, so you don’t have to pay if you can find free ones you’re happy with (and there are plenty out there)!

If you get a free domain name with your ecommerce plan, just remember it’s only free for the first year, and will renew at its usual rate after that time is up.

Wix has three eCommerce plans, so there’s plenty of room to scale up. We recommend Wix for first-time sellers, and for small businesses who are looking to set up and start growing quickly!

Wix is perfect for establishing your brand and expanding your business. If your business is already large and well established, and you’re looking for more extreme growth, you might want to check out BigCommerce.

Found our Wix eCommerce review helpful?

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Written by:
Lucy Carney is a Content Manager at Website Builder Expert, specializing in website building, ecommerce, and digital marketing. Previously working as a Writer and then Senior Writer on the brand, Lucy has 6 years of hands-on experience testing web building platforms including Wix, Squarespace, and Shopify. Lucy is passionate about using her knowledge to help small business owners build their online presence and achieve their goals. She’s reported on industry trends over the years, attended events such as the eCommerce Expo, and advised readers directly with over 400 comment replies on the site to date. Her work has also featured on other online publications such as the Shopify Partners Blog, Usability Geek, Serpstat, and Open Source, and has over 100 articles published on the Website Builder Expert blog.


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