Wix vs Shopify
Written by Priya Nandakumar ·
Edited by Sebastiaan Smits ·
Fact-checked by Connor Blake ·
Published September 30, 2026 · Updated September 30, 2026
Wix is a general website builder where the store sits beside bookings, events and email in one account. Shopify is a dedicated commerce platform with the largest app store and a path to large-brand scale. Small businesses whose site does several jobs choose Wix; brands for whom the store is the business choose Shopify.
Side by side
 Wix |  Shopify | |
|---|---|---|
| What it is | Website builder with built-in online store | Hosted ecommerce with the largest app ecosystem |
| Best for | Small businesses wanting site and store in one | Direct-to-consumer brands of any size |
| Headquarters | Israel | Canada |
| Pricing model | Monthly plan | Monthly plan + payment fees |
| Pricing | Free site plan cannot take payments; published paid business plans unlock the store, priced monthly with annual discounts. | Published monthly plans from Basic through Grow and Advanced, with Shopify Plus listed from €2,100 a month; an extra fee of 2% down to 0.2% applies to orders not taken through Shopify Payments. |
| Free option | Free plan | Free trial |
| Place in our ecommerce platforms ranking | #6 of 11 | #4 of 11 |
| Website | wix.com | shopify.com |
Both are reviewed in full in Best Ecommerce Platforms in 2026. Position in that ranking can be paid for; the wording of a review or of this comparison cannot. Placement disclosure.
Which one to choose
Choose Wix if
your website has to do more than sell, for example take class bookings or event signups, and the catalog will stay at a few hundred products with simple shipping.
Wix, #6 in the ranking · Visit Wix →
Choose Shopify if
online sales are the core of the business, you expect the catalog and order volume to grow, and you want international selling, apps and agencies on hand.
Shopify, #4 in the ranking · Visit Shopify →
Where they differ
When the site is more than a shop
Wix puts bookings, events, email campaigns and the store in one account, which suits a studio selling classes, prints and gift cards, or a restaurant with reservations and a small merchandise line. Shopify is organized around the store, and extra functions typically arrive as apps. For a business where commerce is one tab among several, Wix is the more natural shape.
Edge: Wix
Catalog size and bulk work
Wix's catalog tools, bulk editing and variant handling are basic once a store gets large, and its own entry steers stores with thousands of SKUs elsewhere. Shopify runs everything from a first sale to large brands on Plus. Shopify's variant limits are not the most generous among hosted platforms, but it has the clear advantage between these two.
Edge: Shopify
What is bundled and what is billed extra
Wix includes abandoned cart recovery and email marketing in the product, though its free plan cannot take payments, so a paid business plan is the real starting point. Shopify's plan is only part of the bill: many core functions depend on paid apps, and orders through a gateway other than Shopify Payments carry an extra fee. Wix is easier to budget.
Edge: Wix
Changing your mind later
Wix is hard to leave: products and orders export, pages do not, and even switching templates on a live site means rebuilding it. Shopify has friction too, with fixed URL folders that complicate migrations and a reliance on apps. But Wix's own entry warns growing brands off a platform they cannot fully leave, and that warning decides this round.
Edge: Shopify
Tally: Wix 2, Shopify 2, even 0.
When neither fits
Neither fits a merchant who wants to own the storefront code outright and has a developer to maintain it. WooCommerce turns WordPress into a store with total code ownership, and Shopware is an open-source platform with paid editions that gives merchants full control.
See WooCommerce and Shopware among the 11 products in Best Ecommerce Platforms in 2026.
Questions and answers
Can I sell on the free Wix plan instead of paying for Shopify?
No. Wix's free site plan cannot take payments; the store only works on its paid business plans. Shopify offers a free trial rather than a free plan. Either way, a working checkout means a paid subscription.
Is Wix or Shopify easier for an owner with no technical background?
Both are built for that owner. Wix's drag-and-drop editor gives design freedom without code, and Shopify's admin is described as the most approachable in the category, with a polished store live in days. The difference is scope, not difficulty.
Can a Wix store be moved to Shopify later?
Partly. Wix lets you export products and orders, but not pages, so the site itself has to be rebuilt on Shopify. Shopify will also place products and collections under its own fixed URL folders, so expect to set up redirects for existing links.