Wix Stores is Wix's ecommerce app for selling physical products, digital downloads and dropshipped items, with orders, inventory, shipping and discounts managed from your site's dashboard. You add products under Products in the dashboard, then set shipping regions and payment providers before you go live.
Check your shipping before anything else. Wix Stores starts with two regions already added, Domestic for your own country and International for the rest of the world, and both offer free shipping by default. If you never change them, you're offering free shipping everywhere. The opposite trap is just as real: if a region has no active shipping, delivery or pickup rule, customers there can't buy from you at all and see a message that you don't deliver to their area.
Product limits, as of October 2026
| Limit | What Wix allows |
|---|---|
| Product name | Up to 80 characters |
| Media per product | Up to 50 images, GIFs or videos on the new product page |
| Product options | Up to 6 per product, each with up to 100 choices |
| Subscription options | Up to 6 per product |
| Digital images | .jpg, .png, .gif up to 50 MB |
| Digital audio | WAV, FLAC, M4A up to 100 MB, stereo only, not mono |
| Documents and ZIP files | Up to 1 GB |
| Digital download link | Active for 30 days, and you can resend it |
Wix is mid-way through releasing a new product creation page. If the first field you see is Images and videos, you're on the previous version and the steps differ slightly.
Adding a physical product
- Go to Products in your site's dashboard and choose Physical product.
- Enter the name, an optional ribbon such as May Sale, an optional brand and the description. Wix says adding a brand helps make the product eligible for rich results.
- Add the price, plus an optional strikethrough price and cost of goods. Profit and margin are calculated for you and never shown to customers.
- Upload media and drag it into order.
- Set inventory: track exact quantities or just mark In stock or Out of stock, and optionally allow pre-orders.
- Add product options, modifiers, info sections such as size charts, shipping weight and dimensions as needed, then save.
One rule to plan for: once you create product options like size or colour, pricing and inventory are managed per variant, not for the product as a whole. If something is a free extra, like gift wrapping or an engraved name, make it a modifier instead, so you don't have to manage separate stock. Text boxes can only be modifiers.
Selling digital products
Upload the file you're selling, and if it's more than one file, ZIP them together first. The file has to be uploaded by the site owner, not a collaborator. Files are delivered as soon as you're paid: with card or PayPal, the customer gets a download link by email and on the Thank You page. With a manual payment, the link only goes out once you mark the order as Paid. You don't need to set up shipping if you only sell digital products.
Inventory: two ways to track it
Leave Track inventory quantity off and you simply mark each product In Stock or Out of Stock, which suits new stores or ones with a handful of products. Turn it on and Wix reduces stock with every sale, and you choose whether stock drops when the order is placed or when payment arrives. Once stock for an item dips below 10, a low stock message can appear on the product page, and at zero the Add to Cart button turns grey and says Out of Stock.
Pre-orders push tracked stock into negative numbers. If you have 12 pre-orders, stock shows -12, so when 50 units arrive you set stock to 38, not 50. For bulk changes, use the Inventory tab, which can update up to 300 items at once.
Shipping, local delivery and pickup
A shipping region can be a country, a state or province, or a group of countries. For each one you choose shipping, local courier delivery, pickup, or a mix. These are the shipping rules you can use:
| Shipping rule | Best for |
|---|---|
| Free shipping | Simple offers, with the cost absorbed or built into prices |
| Flat rate | Products of similar weight and price |
| Rate by weight | Stores with big weight differences, like jewellery and coats |
| Rate by price | Cheaper or free shipping above an order value |
| Rate by quantity | Charging more for bigger orders or rewarding bulk buys |
| Real-time USPS rates | US merchants selling in US dollars |
You can use different rules in different regions, and delivery profiles let you set separate rules for groups of products, such as perishable and non-perishable, or oversize and regular. Wix doesn't support customer-specific shipping rules, so for free shipping to a VIP group, create a coupon code and share it with them. Tax can be handled automatically through Avalara.
Discounts and coupons
Automatic discounts apply on their own, while coupons need the customer to enter a code in the cart, side cart or checkout. You can run buy-X-get-percent-off deals, store-wide or category sales, quantity bundles and free shipping over a set amount. Wix only applies one discount to each item in an order, so it advises against setting more than one automatic discount on the same product or category. A spend-this-much, pay-that-much discount isn't possible directly. If you're deciding between platforms before you build, here's how Wix or Shopify compares.
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My verdict on Wix Stores
I'd use Wix Stores if your site's already on Wix and you sell a manageable range of products, because inventory, shipping and discounts sit in one dashboard. Skip it if you need customer-specific shipping or stacked discounts, since neither is supported. Before launch, open every shipping region, replace the free defaults with your real rates, and test checkout with an address in each one. For the selling side once you're live, my take on Wix ecommerce marketing will help.
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Frequently asked questions
Does Wix Stores charge shipping by default?
No. Wix Stores starts with a Domestic and an International region, and both offer free shipping by default until you change them.
How many product options can I add in Wix Stores?
As of October 2026, each product can have up to 6 product options, and each option can have up to 100 choices.
How long do Wix digital download links last?
The download link is active for 30 days. After that you can resend it from the order in your dashboard.
Why can't some customers buy from my Wix store?
If there's no active shipping, local delivery or pickup rule for their region, customers there can't make a purchase.
Can I stack discounts in Wix Stores?
No. Only one discount can be applied to each item in an order, so avoid setting several automatic discounts on the same product.
