Skip to main content

In the realm of ecommerce tech, I've navigated the intricate layers for years, understanding deeply what makes an online store thrive. Today, I share with you an in-depth review of Wix eCommerce software, drawing on my extensive background to provide the clarity you seek. Together, we'll explore its features, performance, ease of use, and pricing, to name just a few aspects.

To arm you with all the necessary insights to determine if Wix fits the unique tapestry of your business needs. Rest assured, I value clear, unbiased analysis — essential for making informed decisions in the digital commerce space. So, journey with me through this detailed examination, and feel confident in choosing your path forward.

Wix eCommernce review a tool dashboard screenshot
Navigate with ease: The Wix eCommerce dashboard centralizes your site management, product listings, and business tools, streamlining your online store setup and operations.

Wix eCommerce Software Product Overview

Wix eCommerce is a robust website builder that allows business owners to create an optimized ecommerce website with enhanced functionality for selling products or services online. Primarily designed for small businesses and entrepreneurs, Wix caters to those seeking a comprehensive solution that balances website building with ecommerce needs, offering a range of ecommerce plans, including a free plan, that integrates seamlessly with Wix's array of templates, enabling the setup of a visually appealing Wix store. The platform addresses the challenge of online conversions by providing an array of marketing tools, such as SEO Wiz for optimization, and advanced ecommerce functionality like bookings, third-party apps, and plugins, ensuring a streamlined process from product pages to secure credit card transactions without high transaction fees.

Key features that stand out in this Wix eCommerce review include its ease of use with Wix ADI and the Wix Editor, a variety of Wix templates tailored for ecommerce, the Wix Payments system, competitive Wix pricing with premium plans offering additional bandwidth, the option of unlimited products, and a range of ecommerce-specific functionalities that rival platforms like WordPress and WooCommerce, including options for a free domain, SSL certificate, and extensive print and font customization options.


  • Drag-and-Drop Design: Wix eCommerce provides a straightforward interface that allows users to design their store without needing coding knowledge.
  • Integrated Payments: The platform offers multiple payment gateways, simplifying the transaction process for merchants.
  • SEO Tools: Wix gives store owners robust SEO tools to help optimize their online presence and rank higher on search engines.


  • Limited Scalability: As businesses grow, they may find the platform less accommodating to their expanding needs.
  • Template Restrictions: Though there are numerous templates, customization outside these set designs can be challenging.
  • Loading Speed: Some users report that their Wix sites load slower compared to other platforms.

Expert Opinion

In my time navigating ecommerce platforms, Wix eCommerce has certainly carved its niche. Judging by its features and functionality, it's evident that it has been crafted with the SME market in mind. It's user-friendly and the onboarding process is smooth, making it attractive to those less tech-savvy. However, when comparing it to other giants in the market, it might not always meet the scalability needs of larger enterprises.

Its interface and integrations are commendable, but users might feel limited when it comes to custom design options outside the templates. Given its specifications and the support it offers, I'd opine that Wix eCommerce stands out for businesses that are starting out or those that prioritize ease of use over expansive customizability.

Wix eCommerce: The Bottom Line

Wix eCommerce distinguishes itself with its emphasis on design simplicity without compromising functionality. Unlike many platforms that demand a steep learning curve, Wix offers an approachable gateway into online selling. What's particularly commendable is its commitment to aiding businesses in enhancing their visibility.

Through its integrated SEO tools and a vast array of design templates, businesses can craft a unique digital storefront. These features, coupled with its stress-free payment integration, make Wix eCommerce a noteworthy choice in the saturated market of ecommerce platforms.

Wix eCommerce Deep Dive

Here's a deep dive into Wix ecommerce features, best use cases, pricing, customer support, and other purchase factors.

Product Specifications

  1. Product Management - Yes
  2. Order Management - Yes
  3. Customer Management - Yes
  4. Shopping Cart - Yes
  5. Payment Processing - Yes
  6. Shipping Options - Yes
  7. Tax Calculator - Yes
  8. SSL Security - Yes
  9. Checkout Customization - Yes
  10. Responsive Design - Yes
  11. SEO Tools - Yes
  12. Multichannel Selling - Yes
  13. Inventory Tracking - Yes
  14. Return Management - Yes
  15. Discount and Promotion Setup - Yes
  16. Analytics and Reporting - Yes
  17. Email Marketing - Yes
  18. Customer Reviews - Yes
  19. Wishlist Functionality - No
  20. Gift Card System - Yes
  21. Affiliate Reporting - No
  22. Social Media Integration - Yes
  23. Digital Product Selling - Yes
  24. API Access - Yes
  25. Subscription/Recurring Billing - Yes

Wix eCommerce Feature Overview

  1. Product Management: Wix allows a comprehensive approach to product setup, with options for variants, categories, and collections, catering to diverse inventory needs.
  2. Order Management: Streamline order processing with automated invoices, tracking, and updates that keep both seller and buyer informed.
  3. Payment Processing: Wix accommodates a variety of payment solutions, accepting multiple currencies and offering secure transactions.
  4. SEO Tools: These tools are integral to Wix, helping businesses optimize their content and structure for better search engine visibility.
  5. Multichannel Selling: Wix supports selling on multiple platforms like Facebook and Instagram, expanding the merchant’s reach.
  6. Responsive Design: The templates are optimized for mobile use, ensuring the online store is accessible and functional on any device.
  7. Email Marketing: Merchants can create and send targeted email campaigns directly from the Wix dashboard, enhancing customer engagement.
  8. Analytics and Reporting: Wix provides insights into sales, site traffic, and user behavior, allowing for data-driven decision-making.
  9. Digital Product Selling: Sellers can offer digital content for purchase and download (e.g., eBooks, audio, video), diversifying their product range.
  10. Subscription/Recurring Billing: Businesses can offer subscription-based products or services, ensuring a consistent revenue stream.

Standout Functionality

  1. Drag-and-Drop Interface: Unlike many other platforms requiring coding skills, Wix’s intuitive interface allows for advanced customization with simple, drag-and-drop functionality.
  2. Integrated SEO Management: While most platforms support SEO practices, Wix incorporates a guided SEO wizard unique in its specificity and ease of use for beginners.
  3. Unified Multichannel Management: While facilitating sales across various channels, Wix allows centralized control within one interface, a convenience not all competitors offer.


Wix eCommerce natively integrates with a spectrum of applications and services. Notable integrations include social media platforms, allowing direct sales on Facebook and Instagram, and marketplaces like Amazon and eBay. For email marketing, integration with tools like Mailchimp is available.

Wix also offers an open API, enabling businesses to create custom connections with third-party software. Additionally, the Wix App Market contains numerous add-ons to extend store capabilities, such as loyalty program features, advanced analytics, and dropshipping solutions.

Wix eCommerce Pricing

Wix eCommerce offers several pricing tiers, presenting a range of options suitable for different business sizes and needs. However, it’s worth noting that some users might find it pricier compared to other basic plans on the market, considering the feature-to-price ratio.

  • Business Basic: $23/user/month - Includes all the essentials for starting a professional online store. (billed annually)
  • Business Unlimited: $27/user/month - Provides additional features for growing businesses, such as subscriptions and automated sales tax. (billed annually)
  • Business VIP: $49/user/month - Offers priority support and unlimited video hours on top of all the lower-tier features. (billed annually)

Each tier is designed to cater to various needs, offering more value as you move up the tiers. Note that there are additional costs for premium integrations and add-ons.

Ease of Use

Navigating Wix eCommerce, I find the user interface welcoming, especially for newcomers in the digital marketplace. The platform simplifies the complex process of setting up an online store with its drag-and-drop design functionality. However, I recognize that diving into more advanced features and customizations can be slightly overwhelming for users without prior experience, as the platform offers a plethora of editing tools and options that might require a learning curve.

Customer Support

In my assessment of Wix's customer support, I find multiple channels for assistance, including a 24/7 help center, email support, and phone support. They also offer a comprehensive knowledge base, tutorials, and forums for users to seek self-guidance. However, it’s apparent that the platform lacks live chat support, a feature that many users prefer for instant assistance.

Additionally, response times can vary, leading to potential delays in resolving urgent issues, which users often find frustrating.

Wix eCommerce Use Case

Who Would Be A Good Fit For Wix eCommerce?

In my assessment, Wix eCommerce works exceptionally well for small to medium-sized businesses and entrepreneurs stepping into the online retail space. The platform caters effectively to users who appreciate a straightforward design experience, thanks to its intuitive drag-and-drop functionality. Solo entrepreneurs, freelancers, and creatives particularly enjoy Wix for its ease of creating visually rich, customized sites without needing deep technical knowledge.

Additionally, businesses looking to manage their online store, blog, and social media marketing from a unified platform find Wix extremely beneficial. It’s a go-to solution in industries where visual presentation is crucial, such as fashion, photography, or handmade crafts.

Who Would Be A Bad Fit For Wix eCommerce?

Large enterprises or businesses scaling rapidly might find Wix eCommerce limiting. The platform, while offering a range of features, falls short in handling complex, high-volume sales processes or extensive product catalogs typical of larger ecommerce operations. Companies that require advanced integration capabilities or sophisticated backend systems may find it lacks certain technical depths.

Additionally, businesses focusing on global sales may struggle with some of the international ecommerce limitations regarding multilingual stores and multi-currency transactions.

Wix eCommerce FAQs

Can I create a blog on my Wix eCommerce site?

Yes, Wix includes integrated blogging capabilities, allowing you to add a blog section to your online store.

Does Wix eCommerce support multi-language sites?

While Wix provides basic multi-language site features, creating a fully multilingual store might require additional steps and apps.

Is there a limit on the number of products I can sell on Wix eCommerce?

No, Wix does not impose a limit on the number of products in your online store.

Can I use third-party payment gateways with Wix?

Yes, Wix allows the use of multiple third-party payment processing providers alongside its native solutions.

Does Wix offer a mobile app to manage my store?

Yes, Wix has a mobile app available, allowing you to manage orders, inventory, and customer communications on the go.

Is it possible to sell digital products with Wix eCommerce?

Yes, you can sell digital products and offer downloads directly after purchase.

Can I migrate my existing online store to Wix?

Migrating an existing store involves several steps and Wix doesn’t currently offer a direct import tool for all platforms, so you may need to re-upload products and information manually.

Does Wix support dropshipping?

Yes, by integrating specific apps from the Wix App Market, you can incorporate dropshipping into your business model. Learn more about using ecommerce platforms for dropshipping.

Alternatives to Wix eCommerce

  • Shopify: Often compared with Wix, Shopify excels with comprehensive sales features and extensive app integrations, making it better for a scaling business.
  • BigCommerce: Known for its robust product management and native functionality, BigCommerce is ideal for businesses looking for depth in their ecommerce capabilities without needing many add-ons.
  • Squarespace: If a strong emphasis on design is paramount, Squarespace offers sophisticated, award-winning templates that some may prefer over Wix's styles.

Wix eCommerce Company Overview & History

Wix is a renowned cloud-based development platform committed to simplifying the way websites are designed. A wide range of companies, particularly small to medium businesses, utilize Wix to create their online presence. This publicly traded company is owned by various shareholders, with its headquarters in Tel Aviv, Israel.

Notable team members include Avishai Abrahami (Co-founder & CEO), Nadav Abrahami (Co-founder), and Giora Kaplan (Co-founder). The company’s mission is to provide a world-class platform that allows users to build a professional and functional web presence without any technical skills or coding ability.

Founded in 2006, Wix has seen significant growth, with milestones including the introduction of its freemium business model in 2009 and listing on the NASDAQ in 2013. It has consistently added new features and enhancements, catering to millions of users worldwide.


Wrapping up this review, Wix eCommerce emerges as a strong contender for individuals and businesses keen on an easy-to-use, visually appealing platform for their online store. It may not cover every intricate need of larger, more complex operations, but it’s certainly equipped with ample features and integrations that make it a practical choice for many.

I recommend this platform for those starting their journey in online retail or those who prioritize web design and simple management. If you’ve used Wix eCommerce, feel free to share.

Keep up with other eocmmerce software reviews, news, and tips by subscribing to the Ecomm Manager newsletter

Carmen Broder
By Carmen Broder

Carmen has worked with online sellers to take their digital storefronts to the next level since 2015. She's helped sell everything from books, shoes, events, software, and beauty products online. She has a special interest in digital marketing and how software-as-a-service (SaaS) tools fit into the bigger ecommerce picture. You can connect with her on LinkedIn.