Shopify vs. Wix 2024: Which Web Builder Fits Your Business?

We tested Wix and Shopify to see which is the better web builder. Whether you’re a small business looking for better tools or a new entrepreneur just starting out, Wix gets you operational faster and cheaper than Shopify.

But if you’re ready to take your established ecommerce business to the next level, Shopify may be better. Read on for all the features and functions that we love about each web builder.

Shopify vs. Wix review at a glance

Whether you’ve already established an online presence or are new to ecommerce, Shopify has the tools to help you build a large-scale business. While Shopify has powerful business tools, the platform can feel complicated and overwhelming for someone new to ecommerce.

On the other hand, Wix is user-friendly and perfect for novices or anyone new to building an online business. Wix is the better web-building platform, especially if you’re starting from scratch.

• Shopify: Best for growing your business
• Wix: Best for new businesses

Shopify vs. Wix

Star rating	4.6 AllAboutCookies writers and editors score products based on a number of objective features as well as our expert editorial assessment. Our partners do not influence how we rate products.	4.8 AllAboutCookies writers and editors score products based on a number of objective features as well as our expert editorial assessment. Our partners do not influence how we rate products.
Price	$29/mo-$2,300/mo	Free-$159/mo
Free trial	Yes — 3 days
Money-back guarantee		Yes — 14 days
Number of collaborators	Up to unlimited	Up to 100
Storage space	Unlimited	Up to unlimited
Custom domain		Yes — paid plans only
Site analytics	Yes, starting with Advanced plan	Yes, starting with Core plan
Ecommerce tools		Yes, starting with Core plan
AI tools
Learn more	Get Shopify Read Shopify Review	Get Wix Read Wix Review

Shopify pros and cons

Shopify’s large library of ecommerce tools gives you the capabilities to build a sprawling online business. The tools are intuitive enough to make automating your experience easy and productive. The service also offers tips to help you utilize best practices for growing your business.

In addition to the ecommerce tools, Shopify has some of the most comprehensive marketing and payment tools available. You can sell in multiple languages and currencies, offer abandoned cart recovery, and create automated marketing campaigns.

That’s not to say it’s perfect. We found the web-building tools to be less intuitive than competitors, and it was one of the only platforms we had to watch tutorials before being able to access all the building features.

Wix pros and cons

We were impressed with how easy it was to create a website with Wix. It’s definitely user-friendly and perfect for beginners. There is even a free tier that will allow you to hone and refine your website exactly how you want it before going live and purchasing a higher-tiered plan.

The design elements of Wix’s platform are intuitive and easy to use. We were pleasantly surprised that we could create a functional website in 5 minutes (yes, that quickly). Editing our Wix site was a smooth process that didn’t require technical knowledge.

While Wix claims it’s scaleable, and it is, we still don’t feel it’s as good for large businesses as Shopify. You’ll need to purchase at least the mid-level plan to get appropriate tools, and some of the pre-generated AI content lacks authenticity.

Which web builder is the better value?

Wix is the better value. Shopify offers a 3-day free trial, but Wix has a free tier that you can use indefinitely. When you do upgrade, Wix starts at a lower price point. If you’re new to ecommerce and need to start small, Wix is the better choice since it is much more affordable.

		Best Value
Price range	$29/mo-$2,300/mo	Free-$159/mo
Best value plan	Advanced for $299/mo	Core for $29/mo
Free trial	Yes — 3 days
Money-back guarantee		Yes — 14 days
Learn more	Get Shopify Read Shopify Review	Get Wix Read Wix Review

Shopify plans

Shopify includes many core features in all of its plans, but the plans start at a higher price point. If you’re brand new to ecommerce, most of these tools won’t be helpful to you until you’ve built up a customer base. But if you want to expand your business, Shopify’s tools can take you from a small- or medium-sized business to a global conglomerate.

Basic:

• Checkout capabilities
• Unlimited product listing
• Collaborator accounts
• Sales channels
• 10 inventory locations
• Analytics
• Hosting features
• POS system, marketing
• 1 headless storefront
• Shipping labels
• Customization options
• International tools
• Tax calculation assistance
• 24/7 support

Shopify:

Everything in Basic plus

• 5 staff accounts
• Lower payment processing fees
• Higher shipping discounts
• Shipping insurance
• Full access to custom apps

Advanced:

Everything in Shopify plus

• 15 staff accounts
• Custom reports and analytics
• Enhanced support
• 10x checkout capacity
• Lower payment processing fees
• Higher shipping discounts
• 3rd party calculated shipping rates
• Up to 2x select APIs

Plus:

Everything in Advanced plus

• Unlimited staff accounts
• 200 inventory locations
• Priority support
• 40x checkout capacity
• POS Pro
• Lowest payment processing fees
• Up to 25 headless storefronts
• 50 global markets
• Shopify Plus exclusives, including B2B and bot protection

Wix plans

Wix users can join with a free plan and build from there. If you’re interested in creating a website but want time to get it right, the free plan gives you the basics you’ll need. As your business grows, you can upscale to a premium Wix plan or move on to another platform like Shopify.

Free:

• AI building tools
• Customization options
• Editing tools

Lite:

• Custom domain
• Free domain for a year
• Remove Wix branding
• 2 collaborators
• 2GB of storage space
• Lite marketing tools

Core:

Everything in Lite plus

• Site analytics
• 50GB storage
• 5 collaborators
• Marketing, payment, and ecommerce tools
• Room for 50,000 products

Business:

Everything in Core plus

• Sales tax calculations
• Increased ecommerce tools
• 10 collaborators
• 100GB of storage
• More functionality in other features

Business Elite:

Everything in Business with more room to grow, including

• Unlimited storage
• Unlimited customer care
• 100 collaborators
• Upgraded marketing and ecommerce tools

Which web builder has the best core features?

Shopify has so many core features available. It doesn’t offer a free domain, but you’ll still get a branded subdomain when you create your site. Ecommerce tools are included on every tier as opposed to Wix, which requires you to upgrade to a paid plan for ecommerce.

	Best Features
Number of contributors	Up to unlimited	Up to 100
Custom domain
Free domain
Site analytics
Storage space	Unlimited	Up to unlimited
AI tools
SEO tools
Professional email		Yes, via Google Workspace (not included)
Learn more	Get Shopify Read Shopify Review	Get Wix Read Wix Review

Technically, Shopify and Wix have many of the same features. Shopify’s features are more robust and built with the professional in mind. Wix’s features give you a professional-looking site, but upgrades to higher-paid tiers are required to get essential ecommerce tools.

Wix offers more robust AI tools that are useful for new or novice web builders. We found Shopify a little overwhelming at first and had to go to YouTube to learn how to use the building tools, while Wix was self-explanatory.

Which web builder is best for ecommerce and marketing?

We love Wix, but Shopify is the more powerful ecommerce platform. From global currency conversion to shipping assistance to marketing tools, Shopify offers professional features that help you build a reputable online presence. Wix offers many of the same features, but it doesn’t go to the same lengths as Shopify.

	Our Pick
Customer accounts
Customer subscription plans
Customer loyalty programs
Product reviews
Newsletter list
Physical point of sale options
Physical product support	Shopify marketplace with distributor integration, shipping, customer support	Integration with Modalyst
Sales and discounts
Gift cards
Extras	Some AI tools, large widget library, customizable templates, global sales support, BSB capabilities, bot protection, and more	Extensive AI tools, customizable templates, Google SEO integrations, lead-building tools, large widget library
Learn more	Get Shopify Read Shopify Review	Get Wix Read Wix Review

Shopify’s tools require a bit more knowledge but also come with helpful tips. Wix offers AI-based features that are easy to use but might not be as accurate as the ones offered by Shopify. If you’re starting out, Wix can help you get into e-commerce. 

For those already established, Shopify will give you the tools to grow.

Which web builder has the better support?

Considering that Shopify is so robust and has a higher price point, you’d think the customer support would be top-notch, but we actually thought Wix was better when it came to customer support. We did run into a little issue with the Wix AI live chat, but it got us to a live tech much faster when it realized it wasn’t being helpful.

Shopify let us spin our wheels a bit before relenting and connecting us with an actual human.

		Best Support
24/7 customer support
Customer support options	AI chat, live chat, resource pages	Live chat, phone, email, online guides
Learn more	Get Shopify Read Shopify Review	Get Wix Read Wix Review

Shopify discontinued phone support, but Wix still offers the option. We did find Wix’s help center easier to navigate. Shopify has so much information that we got a little lost when trying to find help with our specific issues.

Overall, we were unimpressed with Shopify's support relative to the cost of the service. As far as value is concerned, Wix’s customer support is a much better option.

FAQs

Shopify vs. Wix: Which is better?

Wix is a better product for someone just starting out. Since most people building a business are likely starting from the bottom, Wix can help you get your site up and running faster. Shopify offers a lot, but that can feel overwhelming when you’re trying to jumpstart your online business.

Category
Value
Core features
Ecommerce features
Compatibility & customer support
Learn more	Get Shopify Read Shopify Review	Get Wix Read Wix Review

Smaller businesses won’t need all the tools Shopify offers, and you may even give up because of how complicated some processes can be on the site. Starting with Wix allows you to get going faster, and you’ll always have the option to migrate your site if you feel Shopify’s tools are more likely to help you grow.

Overall, we’d recommend starting with Wix. You’ll start with less out-of-pocket monthly costs and can grow your site while keeping costs low. Shopify is a powerful tool, but that doesn’t mean you have to swat a fly with a sledgehammer. Start small and see where it takes you.

Top alternatives

Squarespace is an all-in-one hosting, security, and ecommerce platform. As a user-friendly drag-and-drop with AI assistance, it's comparable to Wix. Squarespace is ideal for small businesses, but if you operate a larger business or want to scale, we’d recommend Square Online.

Square Online is a good middle platform, with the usability of a web builder like Wix and the ecommerce functionality of Shopify. Plus, the seamless integration with Square POS makes this platform better for managing sales on multiple online and in-person channels.