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Wix eCommerce review: The ultimate guide for 2024

Reading Time: 13 minutes

Wix has earned a reputation as a solid website builder. But it’s also a very capable platform for ecommerce stores.

Wix eCommerce offers product display, inventory management, and secure payment processing, amongst other things, through its apps Wix Stores and Wix Bookings.

But is it the ideal choice for your requirements? How does it compare to competitors like Shopify, BigCommerce, and WooCommerce?

In this Wix eCommerce review, we’ll dig into the platform’s features, pricing, pros, and cons to answer these questions.

Enhance your Wix eCommerce experience with Omnisend—an advanced email and SMS marketing plugin.

Wix eCommerce review: Summary

In 2020, wix released Wix eCommerce —
bringing ecommerce capabilities to Wix
websites through two native apps: Wix Stores
and Wix Bookings. It enables the creation and
management of online stores. Accessible to
users without extensive technical knowledge,
Wix eCommerce provides scalability, so is
especially appealing for growing small

So, how good is Wix for ecommerce? In this
Wix eCommerce review, we’ll examine
precisely that.

Try Wix now

Website builder: ★★★★ ★
Product management: ★★★★☆
Payment processing: ★★★★★
Mobile optimization: ★★★★★
Shipping and tax: ★★★★☆
Analytics and reporting: ★★★★☆
App market: ★★★★★
Security: ★★★★★

Wix eCommerce pros and cons

Let’s start by exploring the top Wix eCommerce pros and cons.


  • User-friendly interface: An intuitive design, including a drag-and-drop editor and mobile-responsive templates
  • Customization: Easily sell various product variants, explore an extensive app market, and choose from 500+ customizable templates
  • Comprehensive features: Access a toolkit covering storefront and website management, analytics, payments, marketing, SEO, and more


  • Limitations for larger stores: Larger stores may face scalability issues, customization constraints, high transaction fees, and API limitations
  • Pricing concerns: Initially, Wix’s pricing may appear more budget-friendly than its competitors. However, it falls short of providing advanced features. When evaluating this aspect, the perceived affordability may not translate into great value. Exploring alternatives to Wix might be wise in such cases.

User opinions about Wix eCommerce

Wix is a popular choice for both website building and ecommerce. It boasts nearly 13,000 reviews on TrustPilot with a solid 4.5 out of 5 rating.

Users particularly praise its wide range of features and user-friendly interface. However, opinions are split on its customer service, with many lauding its excellence while a few face challenges accessing it.

Check out what some customers are saying about Wix eCommerce:

Wix ecommerce customer review
Image via Trustpilot
Wix ecommerce customer review
Image via Trustpilot

Wix eCommerce pricing and plans

Wix provides a range of plans to meet the diverse needs of businesses. Here’s an overview of available plans and pricing.

1. Free and basic plan

All Wix plans, including the free one, allow you to create an online store where you can list your products and services. 

However, for a fully-functional store where you can sell products and accept payments, you have to choose the Core plan and above. Basic and Free plans don’t have payment features—you can only create a product catalog on your website.

Core: $27 per month

This is the most budget-friendly plan, offering the following features:

  • 50 GB of storage
  • Basic marketing suite and analytics
  • Option to list up to 50,000 products
  • Automatic discounts
  • Abandoned cart recovery
  • 25 products for dropshipping
  • Accept both pre-ordered and manual orders

This might suffice for your requirements if you’re in the initial stages of establishing your online store, but it doesn’t support more advanced ecommerce features such as dropshipping or multiple currencies.

2. Premium plans

Wix has three premium plans, covering different price points and feature requirements:

Business: $32 per month

This plan includes all the ecommerce features from the Core plan, along with the following:

  • 100 GB of storage
  • Standard marketing suite
  • Dropship up to 250 products
  • Support for six currencies
  • Unlimited back-in-stock notifications.
  • Collect and display up to 1000 product reviews

Business Elite: $159 per month

This plan offers more advanced features, including:

  • Priority customer support
  • Unlimited storage space
  • Advanced marketing suite
  • Support for 11 currencies
  • Loyalty program
  • Unlimited dropshipping
  • 3,000 product reviews

Enterprise: Custom pricing 

It’s important to note that Wix doesn’t impose transaction fees on its payment methods.

Nevertheless, a processing fee of 2.9% of the transaction amount, plus $0.30, is applicable for users in the U.S. and Canada. Fees in other regions will vary.

Wix’s Enterprise plan offers unlimited collaborators, custom integrations and templates, multi-site management, and a dedicated success manager.

Comparison with other ecommerce platforms

Wix eCommerce faces stiff competition, so let’s see how it measures up against some of the other platforms. 

1. Shopify

Compared to Wix eCommerce, Shopify’s plans offer powerful features. These include end-to-end order fulfillment and international market management, even in the Basic plan.

However, Wix eCommerce offers a more budget-friendly upgrade, with plans at $27, $32, and $159, compared to Shopify’s $29, $79, and $299. You don’t have to pay any transaction fees if you use Shopify Payments, but the fee will range between 0.5% to 2% based on your plan if you use a third-party payment provider. The transaction fees on Wix Payments vary based on your region and payment type. Our detailed Wix vs Shopify comparison has in-depth information on how both platforms stack up.

2. WooCommerce

WooCommerce is a free WordPress plugin, meaning there’s no initial cost. However, you’re responsible for such things as domain name, SSL certification, hosting, themes, backups and maintenance, etc—all of which can cost money

By taking care of things like hosting and security, Wix has a slight edge over WooCommerce. However, WooCommerce boasts a greater variety of customizable themes, and Wix surpasses it in terms of security features. Explore a detailed Wix vs WooCommerce comparison for a thorough analysis.

3. BigCommerce

BigCommerce is pricier than Wix for ecommerce, with entry-level plans at $39 per month compared to Wix’s $27 per month.

However, it’s important to note that BigCommerce provides more features. Its basic plan supports 100+ currencies, unlimited file storage, and unlimited product reviews. And similar to Wix eCommerce, it includes features like security and hosting in its plans.

Wix eCommerce features review

There’s no doubt about Wix eCommerce’s reliability as a website builder. But how well can Wix handle ecommerce requirements?

This section will examine the platform’s features and ease of use.

But before we get into the details, it’s important to understand that Wix offers two main apps (they form Wix eCommerce) for bringing ecommerce functionality to your website: Wix Stores and Wix Bookings. 

Wix Stores turns your website into an ecommerce store where you can sell your products. It comes pre-installed on all ecommerce templates on Wix. On the other hand, Wix Bookings enables you to accept and manage bookings or appointments, which is perfect for service-oriented businesses.

Is Wix eCommerce easy to use?

Wix eCommerce was made for non-technical people. Therefore, it should go without saying that this hosted solution is extremely user-friendly.

Wix eCommerce’s ease of use can be attributed to the following factors:

  • Easy installation: Wix Stores or Wix Bookings can be installed with a single click on your website to bring ecommerce capabilities to it.
  • Drag-and-drop editor: Utilize a simple drag-and-drop editor to position elements like text boxes and videos on your pages. No coding knowledge is required.
  • WYSIWYG website builder: Wix eCommerce operates as a What You See Is What You Get website builder. When you edit your pages, you can see exactly how your site will look once it’s live.
  • Wix ADI: Benefit from Wix ADI, which uses Artificial Design Intelligence to create a personalized website or store for you in just a few minutes.
  • Wix Multilingual: Easily create different versions of the same page in various languages with Wix Multilingual. This enhances your site’s accessibility to a global audience.

Using Wix eCommerce is generally straightforward. But if you encounter challenges, the platform provides an extensive Help Center. Here, you can discover solutions to queries spanning various categories.

There are many tutorials, blog articles, a Wix Encyclopedia, and a community forum for more support.

Product management

Product management involves orchestrating the entire lifecycle of a product. Here are some features that facilitate this within Wix eCommerce:

  • Catalog management: Users can add up to 50,000 products within a customizable catalog. Additionally, customers can effortlessly browse and shop thanks to sorting and filtering options.
  • Booking management: Wix Bookings enables you to easily manage 1-on-1 appointments, classes, group calls, and more. You can add working hours to calendars and offer memberships as well.
  • Product options and variants: You can easily create product options on Wix eCommerce. This allows you to sell different versions of the same product. Additionally, you can manage inventory for each variant separately, set different prices, and make bulk changes.
  • Inventory management: With Wix Stores, you can track product quantities automatically as you make sales. Alternatively, manually designate “In Stock” or “Out of Stock” statuses for products.
Wix inventory and shipping tool
Image via Wix
  • Digital products: Wix eCommerce enables the effortless sale of digital products such as music files, ebooks, or images. Additionally, there’s a feature to bundle multiple files together in the .zip format.

Payment processing

Wix eCommerce has an in-house payment gateway called Wix Payments. It supports credit card payments and various other methods like Apple Pay, Google Pay, iDEAL, Pay Now by Klarna, or Giropay, depending on your region.

However, as of now, this is only available in 15 countries and 6 currencies.

Furthermore, Wix eCommerce maintains a list of prohibited products and services ineligible for sale through Wix Payments. This is a non-exhaustive list of such restricted businesses:

  • Pawn shops
  • Airlines
  • Animal and wildlife products
  • Cannabis dispensaries

Let’s say that Wix Payments isn’t accessible to you or you prefer a different payment provider. In that case, you can select from 70+ payment options offered on Wix, including:

  • PayPal
  • Stripe
  • Square
  • Afterpay
  • Apple Pay
Wix ecommerce payment gateway called Wix Payments.
Image via Wix

Every Wix eCommerce site comes with an activated SSL certificate. This provides robust security for your site, ensuring the protection of customer data.

Wix eCommerce also facilitates automated sales tax calculations. This offers a convenient solution to stay compliant with global tax rules and streamline the checkout process.

Enhancing the customer experience further, Wix eCommerce allows merchants to embrace localization. This entails displaying prices in 10+ local currencies and translating their store into 30+ languages.

Shipping and fulfillment

Wix allows you to configure shipping rules based on weight, price, and destination. You can even offer a flat-rate fee or free shipping for a certain amount.

Additionally, you have the flexibility to offer customers faster shipping for a higher price

faster shipping for a higher price offer for customers
Image via Wix

Wix eCommerce also supports real-time shipping rates at checkout. Integrating with major carriers like USPS, UPS, and FedEx is straightforward.

You can link your online store to a dropshipping company, which saves you the hassle of managing packaging or shipping logistics.

However, product selection for selling is confined to the Modalyst marketplace, so dropshipping on Wix eCommerce is slightly limited.

On the order tracking front, Wix eCommerce boasts commendable features, including automatic updates for order tracking. You can attach either a single tracking number or multiple ones to an order.

And last but not least, Wix eCommerce provides the option to print personalized shipping labels. 

Marketing tools

Wix eCommerce boasts an impressive array of marketing tools, so you can work on growing your brand directly from your Wix dashboard.

Here’s a quick look at all of them:

  • Email marketing: Wix eCommerce lets you create and send professional-looking emails and newsletters. There’s an intuitive email editor as well as options for automation. For instance, you can set up automatic campaigns for discounts and events, and configure autoresponders and triggers. You can also test your campaign’s appearance in a real inbox with a test email.
A free test email marketing tool on Wix ecommerce
Image via Wix

Enhancing Wix email marketing is real-time analytics. That said, merchants seeking advanced email marketing features may want to explore alternatives like Omnisend. Unlike Wix, Omnisend provides features like advanced email reporting, unique discount codes, and multi-channel automation workflows.

  • Social media integrations: With Wix eCommerce, you can craft optimized shoppable social posts. This way, you can streamline the buyer journey, boost traffic to your store, and enhance conversions. The platform also gives you the option to schedule posts in advance.
  • Discounts and coupons: Wix eCommerce empowers you to create discounts and coupons for your products effortlessly. You can even send coupon codes directly to site visitors during your chat interactions.
A coupon offer marketing tool on Wix ecommerce
Image via Wix
  • SEO tools: Every Wix site has a robust infrastructure tailored to meet the needs of search engines. Additionally, you can customize essential elements such as meta tags, URL structure, and structured data markup.
Elevate your marketing efforts with Omnisend.

Analytics and reporting

Analyzing your store’s performance is crucial for business decisions, and Wix eCommerce provides options in this area. Here’s a look at what you can monitor:

  • Sales analytics: Access detailed reports on sales by specific item, billing location, and sales over time. You can also view revenue breakdowns based on several sales criteria. These include coupons, order type, billing location, or shipping method.
  • Customer insights: Wix Analytics Behavior reports allow you to understand the navigation patterns of visitors on your site. The following image shows that you can observe the various types of reports that can be generated:
Behaviour reports on Wix ecommerce
Image via Wix
  • Inventory reports: Stay on top of stock levels and sales, identify fast-selling items and track slower-moving products. Overall, this helps you manage your inventory more efficiently.
  • Marketing analytics: With Wix eCommerce, you can track the impact of your marketing efforts, including traffic sources, email open and click rates, revenue over time, and more.

Mobile management

Many customers shop from their mobile devices. It’s even common for merchants to manage their stores using smartphones.

So you’ll be pleased to know that Wix eCommerce offers helpful features in this context.

To begin, the Wix Owner app allows you to:

  • Manage your website
  • Handle bookings and payments
  • Track analytics in real-time
  • Engage in live chat with visitors
  • Manage your community

Wix eCommerce prioritizes mobile optimization. This automatically ensures a seamless experience on smartphones and tablets.

Moreover, you can add mobile-adjusted elements like a quick action bar and a back-to-top button:

Wix eCommerce mobile optimization option
Image via Wix

Mobile optimization is especially valuable for those looking to reach prospects via Wix SMS marketing.

Support and resources

Wix eCommerce won’t leave you stranded in case you need help. Customer service stands out as one of Wix’s strengths, earning praise from numerous satisfied customers.

It presents several support options:

  • Customer support: Wix eCommerce provides around-the-clock assistance through email, phone, and live chat support. Additionally, users on the Enterprise plan enjoy the benefit of a dedicated success manager.
  • Community forum: You can connect with fellow Wix users, share your experiences, and seek advice on a variety of topics. This serves as an excellent avenue to discover valuable tips that you might not have known you needed.
  • In-depth Knowledge Base: There is an extensive Knowledge Base for those who prefer a do-it-yourself approach. Here, you can explore comprehensive guides, tutorials, and articles.
Wix eCommerce provision of merchants
Image via Wix

Wix eCommerce templates

Wix boasts a collection of 500+ ecommerce templates. There are more than 100 specifically categorized under “Online Store.”

If you prefer to begin with a clean slate, there’s also the option to select a blank template. However, this may not be necessary considering the versatility of Wix ecommerce templates.

An example of Wix eCommerce provision of a variety of designs
Image via Wix

There is no extra cost for using a Wix template. Additionally, each template provides a fully constructed online store, including:

  • Product galleries
  • Order management
  • Wix Payments integration

But to unlock all the features offered by Wix’s ecommerce templates, you must subscribe to either the Core, Business, or Business Elite plan.

Every Wix template is designed to be mobile-responsive. This ensures that your website maintains an appealing appearance across all devices.

When it comes to customization, Wix eCommerce truly excels. You’ll discover that adding images, deleting sections, and creating new pages is incredibly easy.

Plus, you have the option to personalize it further by adding your brand logo, name, and colors.

An example of Wix eCommerce personalization
Image via Wix

For more extensive customization, you may want to explore Velo by Wix. It’s a full-stack web development platform through which you can build professional web applications and advanced websites. Velo comes built into Wix’s website builder and you can easily add JavaScript to your website using it.

This can help you overcome any restrictions of Wix’s drag-and-drop builder and add custom features to your website through coding. This feature is only helpful if you’ve got developers at hand though.

Velo by Wix eCommerce, providing a web-development platform.
Image via Wix

Overall, Wix’s ecommerce templates and designs make a strong impression. There is, though, one significant drawback:  Once published, you can’t switch your template. You must create a new site and re-enter your content to do so.

Omnisend integration with Wix

Omnisend is a popular email marketing tool on the Wix App Market. Designed for ecommerce brands, it’s rated 4.1 out of 5 from 90 reviews. This Wix integration is particularly great for ecommerce stores looking to incorporate email and SMS, as well as leverage the power of automation.

Connecting Omnisend to your Wix site requires just a few clicks. Check this detailed guide about Omnisend and Wix integration.

Omnisend offers numerous useful features, including:

  • Email marketing: Send targeted emails and create automated campaigns. You can even track email campaign performance within the Wix eCommerce dashboard.
  • Multi-channel marketing: Omnisend is one of the best Wix apps for multi-channel marketing. It lets users integrate email, SMS, and push notifications into their marketing strategy.
  • Automated emails & SMS at every booking touchpoint: Booking confirmed, rescheduled, canceled or approaching.
  • Audience segmentation: Omnisend offers powerful customer segmentation features. This allows you to tailor messages and offers to different customer groups, such as your VIPs or people who live in a particular location. And of course, you can recommend products to customers based on their purchase history.
  • Reporting and analytics: Omnisend provides reports of campaigns and automation. This allows you to make data-driven decisions and optimize performance.

Wix eCommerce users appreciate how Omnisend elevates their online store’s functionality. The award-winning 24/7 customer support team at Omnisend also receives ample praise.

Here’s a review to highlight this:

Omnisend integration with Wix user reviews and feedback
Image via Wix


So, how good is Wix for ecommerce?

Wix eCommerce is a top choice for online businesses. It has a good selection of features, decently priced plans, and is generally easy to use.

However, there are certain drawbacks. For instance, changing templates is a time-consuming process, and the storage limits are very tight.

Moreover, the low-tier plans are missing ecommerce features that competitors may offer.

Nonetheless, it’s worth considering for small to medium-sized businesses, particularly if you’re already a Wix user.

Integrate your Wix store with Omnisend today! Harness the power of email and SMS marketing for your business and boost sales.


1. Is Wix good for ecommerce?

Yes, Wix is a solid choice for ecommerce. It offers a user-friendly design, a variety of templates, and apps like Wix Stores and Wix Bookings to turn your website into a fully-fledged ecommerce store. The best part is that you don’t require any coding knowledge to do this.

2. How much is Wix eCommerce?

Wix provides a free plan for creating and managing your website. But it doesn’t support setting up an ecommerce store where you can sell products and accept payments. For ecommerce capabilities, opt for one of the four paid plans:

  • Core ($27/month)
  • Business ($32/month)
  • Business Elite ($159/month)
  • Enterprise

3. What is the downside of Wix?

Despite Wix being budget-friendly and user-friendly, it comes with a few drawbacks:

  • Wix’s user-friendly approach often means sacrificing some degree of control. For instance, you need to start anew when switching to a new template.
  • Tight storage limits.
  • Need to start anew when switching to a new template.
  • Advanced ecommerce features missing on low-tier plans.

4. Which ecommerce store is better: Wix or Shopify?

Your optimal solution depends on your website’s intended purpose.

Shopify excels as a feature-rich, scalable ecommerce platform, though its prices can reflect this. Many would argue that the investment is worthwhile for the built-in features and third-party integrations.

On the other hand, Wix eCommerce is ideal for medium-sized ecommerce businesses that prioritize visually appealing websites. The platform provides cost-effective plans, flexibility in design, and user-friendly features.

5. Can you integrate Wix eCommerce with other platforms, like Shopify?

No, but you can transform your non-ecommerce Wix site into an online store by integrating with Shopify. Use the Shopify Buy Button if you have both Shopify and Wix accounts.

Apps also enable integration with platforms such as Etsy, Amazon, and eBay on your Wix store.

6. What size business is Wix eCommerce best for?

Wix eCommerce is perfect for establishing and expanding your brand. This makes it a great choice for small to medium-sized businesses. If your business is large and well-established, consider checking out competitors.

Richard White
Article by
Richard White

Richard is a Content Marketing Manager at Omnisend. An avid writer, he's said to have been born holding a pencil. Fascinated by all things handmade, if he's not reading or writing he can often be found practicing leathercraft.