Wix Ecommerce Review 2024: Do I Recommend It for Online Stores?

Wix offers four premium plans, ranging from $17 to $159 per month (billed annually). However, you must pick the Core, Business, or Business Elite plan to sell online – the Core plan starts at $29 per month (billed annually).

You can see the pricing breakdown in the table below:

➡️ Read our Wix pricing review for a detailed look at each plan and what you can get for your money.

Are Wix’s Plans Good Value for Money?

While testing Wix, we found that if affordability and value are your top priorities then it’s probably not the best ecommerce website builder. I recommend choosing GoDaddy or Squarespace instead since both builders offer cheap entry-level ecommerce plans.

That said, Wix is still better value for money than Shopify, despite Shopify being our top ecommerce builder overall. Both Wix and Shopify’s ecommerce plans start from $29 per month, but Wix’s most expensive plan (Business Elite) is considerably cheaper than Shopify’s most expensive option, which costs $299 per month.

Wix has a whole range of in-house sales features to help your online store function and thrive. All three ecommerce plans – Core, Business, and Business Elite – include the following:

• Sell up to 50,000 products – While this isn’t the unlimited amount that builders like Shopify allow, this figure will accommodate the majority of small businesses
• Offer product variety – With Wix, you can sell either physical products (such as “baseball caps” and “dining chairs”), or digital products (such as eBooks and music). Wix gives you the flexibility to customize your inventory as well, from product variants to unique labels so you can mark new arrivals
• Robust inventory management – You’re also able to track your store’s inventory from your Wix account, set up stock alerts, mass import products and variants, and more
• Seamlessly sell online and in person – Wix is a top choice if your business has a physical location as well as an online presence. You can accept payments in person using Wix’s POS products and accessories (if you’re based in the US or Canada and using Wix Payments), and Wix will seamlessly sync your inventory across channels
• Multichannel selling – Expose your brand to more customers by selling via Facebook, Instagram, and online marketplaces, such as Amazon and eBay

• Set diverse shipping options – Wix offers outstanding shipping options, helping business owners serve their customers effectively. When testing Wix, I could edit my drafted site’s shipping regions, set up shipping types (such as free shipping), offer local delivery, and create personalized labels, or even use a third-party integration, like ShipStation, to provide further shipping options
• Email marketing suite – All Wix ecommerce plans come with robust email marketing features, including templates for newsletters and Google Ads. That said, the Core plan only offers 10 lead-capture forms, so you’ll need to upgrade your plan for an additional allowance
• Create discount codes – It’s crucial to entice customers with personalized deals that can be automatically applied at the checkout stage. This is ideal during busy shopping seasons, such as Black Friday, and it’s a great way to encourage people to shop with your store
• Abandoned cart recovery – Here, you can catch customers who have left items in their checkout to avoid losing sales. According to our research on cart abandonment rates, it’s estimated that $4 trillion in sales could be lost due to abandoned carts in 2024
• International tools – If your business is a global brand, Wix provides impressive support to help you reach customers around the world. For example, Wix can automatically translate your site’s pages to over 180 languages
• Manage your store on the go with the Wix app – Time is precious as a business owner, so Wix’s app makes it easy to monitor and make edits to your online store at all times. Whether you’re out and about, or struck by a sudden idea, you can access your site 24/7 through your mobile device.

You must upgrade to the Business plan to unlock additional sales features, such as automated sales tax and the ability to add multiple currencies. You’ll also have limited room to grow your online store with Wix’s cheaper ecommerce plans due to the maximum storage capacity – the Core plan offers 50GB of storage space and the Business plan increases to 100GB. You’ll only unlock unlimited storage space on the Business Elite plan.

Does Wix Charge Transaction Fees?

When it comes to accepting payments, Wix has partnered with over 70 third-party payment providers, including PayPal and Stripe.

However, I highly recommend using Wix’s native payment provider, Wix Payments. This is designed to streamline your transactions and make them easier to manage from a single dashboard. You can still accept payments through credit cards and processors, like Apple Pay and Google Pay.

With Wix Payments, you’ll be charged a processing fee depending on the payment method – most transactions will incur a 2.9% + $0.30 fee. This is a similar charge to Shopify, though Shopify decreases the rate if you upgrade to one of its more expensive plans.

I set out to create a test online store with Wix and I was incredibly impressed by how quick and user-friendly the process was. After signing up, the option was available to build my online store using a template or through Wix’s AI website builder – our leading recommendation if you’re looking for an AI builder.

I recommend choosing Wix’s AI website builder if you want to get your store live quickly. The chatbot asked me some basic, yet personalized, questions about my business needs. Depending on how detailed your answers are, this only took me a couple of minutes to complete.

From there, the AI builder generates a custom template based on your responses. Yes, the templates are fairly simple, but speed is its main selling point. However, I’d argue Wix’s AI-generated templates are more detailed than other builders, like Hostinger.

Thankfully, I could also make additional tweaks in Wix’s drag-and-drop editor. The editor shows you how your edits are impacting the design of your storefront in real-time, making it easy for me to experiment and swap things around without breaking my creative flow.

Adding Products

Setting up a website with Wix is pretty much the same no matter what you’re building. But, of course, with online stores, you’ll need to add your products as well. I was prompted to add my first product in the setup section of my account, but you can also navigate to your inventory by clicking “Catalog” in the left-hand sidebar.

Wix lets you bulk import products as well as add individual products manually. When I first clicked “New Product”, Wix gave me the option to pick a physical or digital product.

From there, you’ll be presented with a product page to fill out – this is all of your basic information, such as name, product description, pricing, and variants. I even used Wix’s AI text creator to help generate a description based on a brief prompt.

You can also upload product imagery and videos at this stage. This is a critical step and one you shouldn’t avoid – don’t leave customers in the dark about what they’re buying so make sure to upload high-quality imagery. It’s worth noting that you can upload up to 15 images for each product.

➡️ For more information about using Wix, check out our up-to-date Wix review.

After putting Wix’s templates to the test, we found that it’s the best option for design in 2024 – even outperforming Squarespace, a builder that’s renowned for its stunning designs. Wix has over 900 free and mobile-optimized templates, with over 100 catering to ecommerce businesses specifically.

When browsing my options, I could choose to immediately edit or preview the theme first by clicking “View” when hovering over an image. This step is particularly important with Wix because you can’t switch your template once you’ve published your site.

If you do feel like changing your store’s look, you’ll have to build a new site and re-enter your content again – or, go through the time-consuming process of tweaking every existing element individually to suit your new style.

Wix already has an impressive suite of built-in features, but you can add extra functionality to your store through its app market. This allows you to customize your site depending on your business needs. Currently, there are over 800 Wix-built and third-party apps available.

A vast number of apps are free to use or offer free plans, such as Wix Bookings and Printful. However, some third-party apps will require you to pay an additional subscription fee – this is on top of your website builder package. For example, shipping software ShipStation has a 30-day free trial, but its cheapest plan starts from $9.99 per month.

So, if you want to keep your business costs low, you can decide which apps to install and pay for.

Wix is one of the best ecommerce website builders for SEO. Wix covers all of the basics, such as metadata and sitemaps, and it goes the extra mile with its SEO features which is important if you want to boost your brand’s visibility and increase traffic to your pages.

In fact, Wix claims that stores using Wix’s SEO tools see a 24% increase in monthly revenue, so these aren’t features to sleep on.

Here are some of the other key Wix SEO features you can expect:

• Customized SEO setup checklist – This SEO guide for beginners offers best practice tips and optimization advice to ensure your website is in the best shape it can be
• Integrations with Google Analytics and Google Search Console – Review data like your site’s performance and visitor behavior by seamlessly connecting your site with these Google tools
• Keyword support with Semrush – Get detailed keyword research to see if there are areas to further improve your site
• SE Ranking app for competitor analysis – See how others in the market are performing so you can assess optimization opportunities
• SEO Learning Hub – The hub is full of resources, including blog posts, podcasts, and webinars, so you can improve your SEO skills in your own time. I’ve been taking the Wix Studio SEO course to boost my knowledge on the side of my day-to-day work, and I’ve loved being able to pause and dive back in whenever I want.

We tested over 15 of the best ecommerce website builders in 2024, and our research found that Wix offers unbeatable support for online stores. Wix’s customer service is accessible through a variety of channels, including:

• 24/7 phone support
• Live chat, available between Monday and Friday (2AM-6PM EST)
• Social media platforms – Wix has accounts with Facebook, YouTube, Instagram, TikTok, Pinterest, X, and LinkedIn

You can also tap into Wix’s bounty of online resources through the Help Center (for detailed guides), SEO Learning Hub (for SEO-specific content), and Wix Learn (for videos and online courses).

Of course, Wix isn’t the only ecommerce website builder out there. Our 2024 research found Shopify to be the best platform for selling online, with Wix taking second place. But which should you pick? I’ve summarized our top ecommerce choices below:

• Shopify offers unparalleled sales features and is better equipped than Wix to handle larger inventories, but its plans are expensive – Shopify is a respected choice by many though, with plenty of celebrity endorsements
• Squarespace is ideal if you want to sell services thanks to its Acuity Scheduling tool, but Squarespace isn’t as scalable
• GoDaddy focuses on simplicity and it’s a super choice for small, local businesses, but you’ll miss out on the customization and scalability of Wix
• Hostinger provides time-saving AI tools and very affordable plans, but Hostinger lacks the range of built-in features that Wix has

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Shopify	Wix	Squarespace	GoDaddy	Hostinger
Overall rating 4.8	Overall rating 4.8	Overall rating 4.7	Overall rating 4.2	Overall rating 4.0
Starting Price $29	Starting Price $29 $26.10 with code “TAKE10”	Starting Price $23 $20.70 with code “WBE10”	Starting Price $20.99	Starting Price $3.99 (+ 3 months free)
Free plan or free trial 3-day free trial, then 1 month for $1	Free plan or free trial Free plan	Free plan or free trial 14-day free trial	Free plan or free trial Free plan	Free plan or free trial Free trial
Number of templates 200+	Number of templates 900+	Number of templates 150+	Number of templates 100+	Number of templates 100+
Visit Shopify	Visit Wix	View Squarespace	Visit GoDaddy	Visit Hostinger
See our Shopify review	See our Wix review	See our Squarespace review	See our GoDaddy Review	See our Hostinger Review

Who Should Use Wix?

Wix is a great all-rounder when it comes to selling online – as I’ve already discussed, you can sell a variety of product types, customize your online store to suit your brand, and add extra functionality if needed.

I highly recommend picking Wix if you’re a new business owner looking to embark on your online journey. Wix caters to practically every industry and it’s incredibly beginner-friendly – all for a fairly decent price point.

Because of all the features needed to run an online store, ecommerce builders can often be complex to use and take a while to get to grips with – and, while Wix is loaded with features, it combines ease of use with a brilliant range of sales tools, as well as great customization options. As a result, Wix has become one of our top choices to recommend for online stores.

Wix is ideal for businesses taking their first step online. You get a lot of bang for your buck, and its plans are cheaper overall than alternative builders, like Shopify. Plus, because of Wix’s broad audience, it accommodates a diverse range of industries.

It might seem that Wix’s selling points are fairly endless, but don’t just take my word for it. You can test out the platform’s interface and features for yourself using Wix’s free plan. Then, when you’re ready to start selling, you can upgrade to one of Wix’s premium plans. Good luck!