6 min read
Feb 9, 2021

Shopify vs. Wix: Which Should I Choose for My Online Store?

Trying to figure out whether to use Shopify or Wix for your online store? Let’s compare the pricing, features, and integrations of each to help you decide.

Andrew ConradSr Content Writer

If you’re opening a new online store, as many entrepreneurs have over the past year, there’s a good chance that you considered either Shopify or Wix to build your digital storefront on.

These two popular website builders consistently appear near the top of search engine results for eCommerce platforms, and rank highly in our directory based on user reviews.

In this article, we’ll help you compare these two options based on pricing, features, user reviews, and integration options so that you can decide which is the best fit for your needs. Let’s get started.

Group 3@1x Created with Sketch.


Shopify starts at $29/month for the Basic plan, and scales all the way up to $299/month for the Advanced plan, which includes 15 user accounts, eight physical store locations, and more. In between, there is the standard plan for $79/month, which includes a total of five administrator logins, professional reports, and a few additional international selling options. Shopify offers a 14-day free trial to let users test drive the product. There is also a stripped down Lite plan for $9/month. And if you’re running a really big operation, you can look into Shopify Plus, which starts at $2,000/month.

Shopify Pricing

Product Version Pricing Model Users Price
Shopify Lite Subscription* 1 $9/month
Basic Shopify Subscription* 2 $29/month
Shopify Subscription* 5 $79/month
Advanced Shopify Subscription* 15 $299/month
Shopify Plus Subscription* Variable Starts at $2,000/month

*Shopify offers a 10% discount on annual plans and a 20% discount on biannual plans when paid up front. Source: Shopify.com/pricing

Wix, on the other hand, has a much smaller and simpler range of pricing options, with the Basic plan at $23/month up to the VIP plan for $49/month. The VIP plan has more storage space, customized reports, priority customer care, and more. There is also an Unlimited plan, which adds storage space and a few other perks, in between the other two plans for $27/month. All Wix pricing is based on an annual subscription paid in full at the time of purchase.

Wix Pricing

Product Version Pricing Model Price
Business Basic Subscription* $23/month
Business Unlimited Subscription* $27/month
Business VIP Subscription* $49/month

*Prices are for yearly subscriptions, paid in full at the time of purchase. Source: Wix.com


Wix’s Basic plan is a few dollars cheaper per month than Shopify’s Basic plan, but Shopify offers a much wider range of pricing plans than Wix. If you plan to grow your business into an enormous enterprise, Shopify could conceivably see you through from a startup business all the way to a multinational conglomerate. However, if you know exactly what you need from the outset, you might be able to save a little money with Wix.

Group 3@1x Created with Sketch.


It’s important to note a fundamental difference between Shopify and Wix. While Shopify is an eCommerce platform through and through, Wix is actually a website builder at its foundation, with a tier for building an eCommerce website.

The orders management screen in Shopify

The orders management screen in Shopify (Source)

To think of it another way, the Shopify platform allows you to build stores online, while Wix allows you to build websites that can be turned into stores.

Setting up a multilingual website in Wix

Setting up a multilingual website in Wix (Source)

For that reason, we’ll be looking at comparable versions of the two products (Basic Shopify and Wix Business Basic).

Shopify vs. Wix infographic


While Shopify comes out of the box with a few more features designed specifically for running an eCommerce website (such as electronic gift cards and discount offers), the Wix website offers a slightly wider range of features. This includes online bookings and event management aimed at different types of businesses, such as salons and concert venues.

Group 3@1x Created with Sketch.

User reviews

When it comes to user sentiment, Shopify and Wix rate similarly, with Shopify enjoying a slight edge in percentage of positive reviews. Based on the average score from user reviews on GetApp.com, Shopify has an overall rating of 92% versus Wix’s overall rating of 86%

When you consider user reviews for both products in a few different categories, Shopify consistently scores slightly higher than Wix. Specifically, users think Shopify has better functionality and customer support, and they are more likely to recommend it to others (see methodology below).

Infographic of user sentiment scores Shopify vs. Wix

To learn more about our methodology, click here.


Users rate Shopify a little higher than Wix, specifically in the areas of functionality and customer support, and as a result they’re a little more likely to recommend Shopify to a friend or colleague. The two products score almost the same in the areas of ease of use and value.

Group 3@1x Created with Sketch.


If you’re interested in expanding your eCommerce platform through integrations (for example, if you wanted to sell tickets or book appointments through Shopify), it’s important to know that Shopify offers significantly more integrations (789) than Wix (130). That’s not to say that Wix has a shortage of integrations, but Shopify has an enormous ecosystem of compatible apps.

Some of the most popular apps that Shopify integrates with include Mailchimp, PayPal, and Wordpress.

Even though Shopify integrates with more than six times as many apps as Wix, you may be pleasantly surprised by the variety of apps that Wix integrates with, including popular software such as Constant Contact, Dropbox, and Google Workspace.


Shopify integrates with an enormous number of apps, but there’s a good chance that Wix also integrates with the apps you work with.

Group 3@1x Created with Sketch.

Shopify vs. Wix: Which website builder is right for your business?

If the decision for your new eCommerce platform has come down to Shopify and Wix, you have two very strong options to choose from. The deciding factor might be what type of online business you’re running.

  • If you are planning to run a straightforward online store, you want a few extras like discounts and electronic gift cards, and you want to be able to integrate with virtually any app in your ecosystem, Shopify is a great choice.

  • If your online store is a little less straightforward, and you would like the functionality out of the box to do some things such as selling event tickets or booking appointments, you should give Wix an extra look.

Curious about what else is out there in the world of eCommerce platforms? Check out our Category Leaders for eCommerce to see 15 of the top products available, including Shopify and Wix, based on authentic user reviews.

GetApp’s eCommerce Category Leaders

GetApp’s eCommerce Category Leaders (Source)

Review insights methodology

The customer reviews mentioned in this article were obtained from GetApp.com. All ratings have been multiplied by 20 to bring them on a scale of 20-100.

Note: The applications selected in this article are examples to show a feature in context and are not intended as endorsements or recommendations. They have been obtained from sources believed to be reliable at the time of publication. 

Back to top