Wix is a drag-and-drop website builder that includes an online store option, while Shopify is an ecommerce platform first. I'd lean towards Wix when the website is the main thing and a few products sit inside it. I'd lean towards Shopify when selling is the main thing and the website exists to support it.
Before you compare a single feature, ask yourself what you sell and how much of it there is. That one answer settles more of this decision than any feature list, and it's the reason these two tools attract such different people.
Start with what you sell
A website with a shop attached and a shop with a website attached are different things, even if the finished page looks similar. The first suits a business like a photographer selling prints, a coach with a few digital products, or a local studio that takes bookings and sells a handful of items. The second suits a business whose daily work is products, stock, orders and shipping.
Wix started life as a website builder and added commerce on top. You build pages the way you want, and the store is one more thing you can add to them. Shopify started with selling and built the website around it. Everything from product pages to checkout is shaped by that purpose.
Count your products honestly. A dozen items with a few photos each is a very different job from a few hundred with sizes, colours and stock levels to track. If you're somewhere in the middle, look at how fast you expect to grow, because moving later is possible but takes effort.
Building the site
Wix is known for freedom. You can drag elements around a page, place things where you want them and shape a site that looks unlike anyone else's. That's wonderful if you have a clear picture in your head. It can be a trap if you don't, because freedom without a plan leads to pages that feel cluttered.
Shopify is more structured. You start with a theme, adjust sections and settings, and let the platform take care of the shop mechanics. You'll have less freedom over exactly where each element sits, but there's also less to break. Many owners find that the guardrails help them finish faster.
If you're someone who loves tinkering with design, Wix will feel like play. If you'd rather spend your hours on products and customers, Shopify's structure will feel like a favour.
How they compare at a glance
| Area | Wix | Shopify |
|---|---|---|
| Product type | A drag-and-drop website builder with an online store option | An ecommerce platform first |
| Where you use it | Hosted, in a browser | Hosted, in a browser |
| Design freedom | High, with a flexible editor | Moderate, built around themes and sections |
| Best for | Websites with a modest shop attached | Businesses where selling is the main activity |
| Large catalogues | Check the current limits and features | A core strength |
| Add-ons | An app market for extra features | A large app store focused on selling |
| Selling in person | Check the options where you live | Point of sale is part of the product |
| Learning curve | Easy to start, easy to over-design | More to learn up front, tidier once set up |
Both have paid plans. Plan details move around, so compare the current plan pages for the features you need before you commit.
Growing the store
This is where the platforms' origins show. If your business grows, you'll want things like discount codes, abandoned basket reminders, shipping rules, and a clean way to handle returns. Shopify has built these concerns into its foundation and surrounds them with a large app store. Wix can cover many of the basics, but the further you go into heavy selling, the more you'll want to check that each feature is available on your plan.
There's another side to growth, which is growth in content. If you plan to publish articles, run workshops, take bookings or build a community around the shop, Wix's website-first design gives you plenty of room. Shopify can do some of this, but you may lean on apps or on a separate tool.
Think about where the next two years are heading. If the answer is more products and more channels, Shopify has the stronger foundation. If the answer is more pages, more content and the same modest range, Wix is likely to feel comfortable for longer.
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Moving later
Changing platforms is something many store owners do at least once, so it's worth knowing roughly what's involved. In general, you can export your product list as a spreadsheet and import it into the new tool. Customers can often move across too, though you should check the rules about contacting them.
What doesn't move is the design. Pages, layouts and theme settings usually have to be rebuilt. Set up redirects from your old addresses to the new ones so that search engines and returning customers land in the right place, and keep your domain with a registrar you control so you can point it where you like.
A sensible habit is to keep your product data tidy from day one: clear names, consistent categories and good photos saved in a folder of their own. That makes any future move far less painful.
Pick Wix if... pick Shopify if...
Pick Wix if you:
- want a website with personality and a small, simple shop inside it
- enjoy shaping the design yourself
- plan to publish plenty of content alongside your products
Pick Shopify if you:
- sell a growing range, with variants and stock to manage
- want to sell across several channels, or in person as well as online
- would rather work within a structure than design every page
If your real question is whether to use a builder at all, my comparison of Wix and WordPress for a small business website covers that. Thinking about who owns the store? Read Shopify vs WooCommerce. And if you make handmade goods, Etsy vs Shopify is worth ten minutes.
Other options worth a look
- Squarespace: design-led templates with commerce built in, a good fit for brands with small catalogues.
- BigCommerce: a hosted ecommerce platform for growing catalogues with a lot built in.
- Big Cartel: a simple, independent shop builder for makers and artists.
- Ecwid: adds a shop to a website you already have, so you don't need to rebuild anything.
Make a website or ecommerce builder? See how to get it featured on this list.
Frequently asked questions
Is Wix or Shopify better for a new online business?
It depends on what you sell. If selling is the business and the range will grow, Shopify is built for that. If you need a flexible website with a small shop attached, Wix is a comfortable fit.
Can I run a full online store on Wix?
Yes, Wix has an online store option that suits small and medium ranges. For very large catalogues or complicated selling, check the current features against your needs before you commit.
Is Shopify harder to learn than Wix?
Wix is easy to start, and Shopify has a bit more to learn up front. Once Shopify is set up, many owners find it tidier to run. Try the demo options on offer and see which feels natural.
Can I move my products from Wix to Shopify?
Usually yes. Export your products as a spreadsheet, import them into Shopify, and rebuild the design. Set up redirects from your old addresses so visitors still find you.
