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Wix ecommerce review: Ultimate guide for 2025

Reading Time: 13 minutes

If you read through Wix ecommerce reviews online, it’s quickly apparent that when it comes to building an online store, Wix is a popular option among website builders. 

Known for its ease of use, extensive feature set, and advanced ecommerce tools, it’s an appealing choice for many entrepreneurs looking to venture into ecommerce. 

However, despite its many strengths, Wix has its share of drawbacks that might affect whether it’s truly the best fit for your specific needs. In this article, we’ll dive into the pros and cons of Wix ecommerce to help you determine whether it’s the right platform for your online store.

Optimize your Wix store for greater success with Omnisend’s powerful ecommerce tools

Wix ecommerce pros and cons

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. 

Let’s explore the top Wix ecommerce pros and cons:

Pros

  • 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
  • Advanced ecommerce tools: Includes advanced ecommerce tools like abandoned cart recovery
  • App marketplace: App market with access to over 250 free and paid apps to add functionality

Cons

  • Limitations for larger stores: Larger stores may face scalability issues, customization constraints, high transaction fees, and API limitations
  • Unlimited storage not available: There are no unlimited bandwidth or storage plans, even on the premium tiers
  • Limited SEO capabilities: The platform’s SEO capabilities are somewhat limited and outdated
  • Pricing concerns: Initially, Wix’s pricing may appear more budget-friendly than its competitors, but it falls short of providing advanced features — when evaluating this aspect, the perceived affordability may not translate into great value, so exploring alternatives to Wix might be wise
  • Disappointing customer service: Users report that customer service is extremely difficult to get hold of and that even when they do get a response, they can’t always help with the inquiry

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 Light 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. Light and Free plans don’t have payment features — you can only create a product catalog on your website.

Light: $17/month

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

  • 2 GB of storage
  • Automated marketing tools
  • Four lead capture forms

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:

Core: $29/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
  • Collect and display product reviews

Business: $36/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
  • Loyalty program

Business Elite: $159/month

This plan offers more advanced features, including:

  • Priority customer support
  • Unlimited storage space
  • Advanced marketing suite
  • Advanced site analytics
  • Dropship up to 50,000 products
  • Support for 11 currencies

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 on the Basic plan.

However, Wix ecommerce offers a more budget-friendly upgrade, with plans at $17, $29, $36, 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/month compared to Wix’s $17/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 it 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 is tailored for non-technical users, ensuring a user-friendly experience through several key features:

  • Easy installation: Adding Wix Stores or Wix Bookings to your site is a breeze with just a single click, integrating ecommerce capabilities quickly
  • Drag-and-drop editor: The intuitive drag-and-drop editor allows you to arrange text boxes, images, and videos without any coding knowledge
  • WYSIWYG builder: The What You See Is What You Get (WYSIWYG) editor lets you preview your changes in real time, so you know exactly how your site will appear once live
  • Wix ADI: Wix’s Artificial Design Intelligence (ADI) creates a personalized website or store in minutes, simplifying the design process
  • Wix Multilingual: This feature lets you easily create versions of your site in different languages, broadening your site’s reach to a global audience

While Wix ecommerce is generally straightforward, the platform also provides extensive support through its Help Center, which includes tutorials, blog articles, a Wix Encyclopedia, and a community forum for additional assistance.

Product management

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

  • Comprehensive catalog management: Users can curate a robust catalog with the ability to add up to 50,000 products, and enhanced sorting and filtering options make it easy for customers to navigate and discover items they love
  • Diverse product offerings: Wix supports both physical and digital products, allowing businesses to cater to various customer needs and preferences
  • Flexible subscription services: Businesses can set up product subscriptions, creating opportunities for recurring revenue and customer loyalty
  • Accurate weight tracking: Assign weights to products for precise shipping calculations, ensuring customers receive accurate shipping costs at checkout
  • Customizable product variants: Create tailored product options, such as color choices or size variations, while managing pricing and inventory for each specific variant
  • Bulk editing capabilities: Save time by updating prices, weights, and inventory levels for multiple variants at once, simplifying product management tasks
  • Tailored product pages: Customize product pages and widgets to reflect your brand’s identity while enhancing user engagement through visually appealing layouts
wix products
Image via Wix

Payment processing

Wix ecommerce includes its own payment gateway called Wix Payments, which supports credit card payments and various regional methods like Apple Pay, Google Pay, iDEAL, Pay Now by Klarna, and Giropay. However, Wix Payments is currently available in only 15 countries and supports six currencies.

Additionally, Wix Payments has a list of prohibited products and services that are not eligible for sale. Some examples of restricted businesses include:

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

If Wix Payments isn’t available in your region or if you prefer using another provider, you can choose from over 70 alternative payment options offered by Wix, such as:

  • PayPal
  • Stripe
  • Square
  • Afterpay
  • Apple Pay
Image via Wix

Every Wix ecommerce site also comes with an activated SSL certificate, providing robust security to protect customer data.

Wix ecommerce simplifies tax compliance by offering automated sales tax calculations, helping you stay in line with global tax regulations while streamlining the checkout process.

To enhance the customer experience, Wix allows merchants to localize their stores. This entails displaying prices in 10+ local currencies and translating their store into 30+ languages.

Shipping and fulfillment

Wix offers a comprehensive set of shipping and fulfillment features to help online store owners manage their order delivery process efficiently. The platform allows users to set up multiple shipping regions, including domestic and international options, with the ability to customize shipping rules for each area. Store owners can choose from various shipping methods such as flat rate, weight-based, price-based, and even real-time carrier calculations for certain countries. 

Wix also supports local delivery and store pickup options, giving customers flexibility in how they receive their orders. 

local delivery
Image via Wix

For businesses looking to streamline their operations, Wix integrates with third-party fulfillment services and dropshipping providers, allowing for automated order processing and shipping. The platform includes features like shipping label printing, order tracking, and the ability to set tax rules for different regions.

Additionally, Wix provides tools for managing inventory, handling returns, and offering multiple delivery options to customers during checkout. For store owners who need to manage their business on the go, the Wix Owner app allows for mobile management of shipping settings.

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:

  • SEO Wiz: A user-friendly tool that provides personalized SEO recommendations to help improve your website’s visibility in search engine results
  • Wix SEO Setup Checklist: A step-by-step guide designed to assist users in optimizing their site for search engines, outlining key tasks, and providing tips for improvement
seo checklist
Image via Wix
  • Google Analytics integration: Allows users to connect their site with Google Analytics, enabling them to track traffic, user behavior, and site performance metrics
  • Email marketing: Users can create and manage email campaigns directly from the Wix dashboard, including newsletters and promotional messages to engage customers
  • Social media integration: Easily connect and manage social media accounts, allowing users to share content and promote their brand across various platforms
  • Blogging platform: A built-in blogging feature that helps users create content to attract visitors, improve SEO, and engage with their audience
  • Online advertising tools: Tools for creating ads and promoting products through Google Ads and social media platforms, helping to reach a wider audience
Elevate your marketing efforts for your Wix store 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 performance: Monitor your total revenue, average order value, and sales trends over time
  • Product analytics: Identify your best-selling items and see which products drive the most revenue
  • Customer behavior: Track customer interactions, including repeat purchases and shopping cart abandonment rates
  • Traffic sources: Understand where your visitors are coming from — organic search, social media, or paid ads
  • Conversion rates: Measure how well your site turns visitors into paying customers
  • Inventory management: Keep an eye on stock levels and receive alerts when items are running low
  • Abandoned carts: Review data on how many customers leave without completing their purchase
  • Customer demographics: Analyze key insights like customer age, location, and purchasing habits
wix reporting
Image via Wix

Mobile management

Many customers now shop using their mobile devices, and it’s increasingly common for merchants to manage their stores via smartphones as well. Fortunately, Wix ecommerce provides a range of mobile-friendly features to support both shoppers and merchants.

To begin, the Wix Owner app allows you to:

  • Manage your site on the go
  • Track live analytics
  • Communicate with customers via live chat
  • Update product information easily
  • Create and send marketing campaigns
  • Manage bookings and appointments
  • Engage with your community

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

wix app
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 if you need help. Customer service stands out as one of Wix’s strengths, earning praise from numerous satisfied customers.

It presents several support options:

  • 24/7 customer support: Wix offers live chat as well as 24/7 callback support in English for all issues
  • Social media support: Assistance is available through Wix’s social media channels, allowing users to connect and get help
  • Video tutorials: A collection of instructional videos that guide users on various features and functionalities of Wix
  • 24/7 on-page editor support: Continuous support accessible directly within the website editor for real-time help
  • In-depth knowledge base: A comprehensive library of articles and how-tos covering a wide range of topics related to using Wix
wix knowledge base
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.

wix templates
Image via Wix

There is no extra cost for using a Wix template, and every one is designed to be mobile-responsive. This ensures that your website maintains an appealing appearance across all devices.

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.

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.

editing template on wix
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.

using drag-and-drop builder
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 and SMS at every booking touchpoint: Booking confirmed, rescheduled, canceled or approaching. This allows you to automate all touchpoints.
  • 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:

review
Image via Wix

Summary

With its user-friendly interface, customizable templates, and advanced tools, it’s little wonder why Wix is such a popular site for creating ecommerce websites. 

It has a variety of pricing plans available, ranging from a free version to a customizable enterprise solution, and includes premium features like product reviews, loyalty programs, and multi-currency support. 

While Wix stands strong against competitors like Shopify, WooCommerce, and BigCommerce, it’s essential to assess its fit for your specific needs, particularly regarding scalability, storage, and advanced features.


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
businesses.









Website builder: ★★★★ ★
Product management: ★★★★☆
Payment processing: ★★★★★
Mobile optimization: ★★★★★
Shipping and tax: ★★★★☆
Analytics and reporting: ★★★★☆
App market: ★★★★★
Security: ★★★★★
Integrate your Wix store with Omnisend today & harness the power of email and SMS marketing for your business

FAQ

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 these paid plans:

  • Light ($17/month)
  • Core ($29/month)
  • Business ($36/month)
  • Business Elite ($159/month)
  • Enterprise (custom pricing)

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
  • 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 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.