About Wix eCommerce

Category: eCommerce
Wix eCommerce helps stores not just sell their products and services but expand their capabilities online. It has dozens of store templates, easy customization, and a fast payment integration system. Manage every aspect from one platform, even when expanded to multiple sales channels.

Company: Wix.com

Wix is a web development company creating software that helps small and medium-sized businesses establish an online presence through responsive website builders. The tools provided by Wix enable the seamless integration of SEO and digital marketing applications by average business owners with minimal technical experience. Founded in October 2006, and headquartered in Tel-Aviv, Israel, Wix has grown into a significant player in the global website development landscape. As a major milestone, it went public on the NASDAQ Global Market on November 6, 2006, with an estimated value of over $3.4 billion.

In-Depth Analysis

0 Overall
Price 4.5
Ease Of Use 4.0
Features 5.0
Support 4.0


  • You can integrate directly with social platforms
  • Built-in email marketing and cart abandonment workflows
  • Dozens of payment processors options
  • In-depth product listing options


  • Templates aren’t interchangeable
  • Some elements can’t be fully customized

Wix eCommerce Comparisons

Plans & Pricing

Though tied to Wix, the pricing plans for online eCommerce are referred to as Business and eCommerce plans and come with separate features as well as pricing. Like other Wix plans, it comes with a 14-day money-back guarantee.

Wix eCommerce plans are more expensive than a basic website builder but it does offer a wider range of features to increase sales.


Business Basic 

The Business Basic plan costs $23/mo and allows you to start accepting payments on your website. It comes with a free domain for the first year, support for customer accounts, hundreds of dollars in ad vouchers, unlimited products, abandoned cart recovery, video monetization, and social selling integrations. 

Business Unlimited

This plan costs $27/mo and expands on the Basic plan. You get 35GB of storage space, the ability to set up recurring subscriptions, support for multiple currencies, automated sales tax for up to 100 transactions, shipping calculation and discounts with USPS, dropshipping for up to 250 products, and up to 1,000 customer reviews.

Business VIP

The final plan before you get to custom pricing costs $49/mo and further builds on the previous plans. It expands storage to 50GB and gives you unlimited video hours for monetization. It also includes priority customer support, automated sales tax for up to 500 transactions, 3,000 customer reviews, unlimited dropshipping products, and a loyalty program.

Ease of Use

Wix eCommerce has an expansive feature set and because of this, it requires a larger time commitment to master. You’ll need to figure out how to add payment processors, shipping integrations, set up products and variants, etc. With that being said, the interface is intuitive and won’t be a challenge for most users.

Customer Support

The Wix knowledgebase will be able to address most questions you have about how to accomplish something. For more serious issues or technical challenges, they offer customer support in multiple ways. The consensus from the majority of users is that the support reps are knowledgeable and helpful.

Additional customer support:
Community Forums
There are community forums dedicated to specific products or features.

There is a Wix blog that shares general marketing tips.

24/7 Help & Support
24/7 Help & Support
24/7 support is offered for customers that speak English
Phone Support
Phone Support
Phone support is available around the clock in English
Email support is provided for all users
Their website has comprehensive FAQs and a knowledgebase
Features & Functionality
General Features

Wix eCommerce come packed with features that’ll help you stay competitive. Customizable checkout flows, online bookings, reservation management, hotel rental listings & room pricing, and monetized video streaming are part of the package.

Abandoned cart recovery

Through email marketing, the platform allows you to set up automated workflows to bring back a large percentage of sales that would otherwise be lost.


Create recurring subscriptions for things like a physical box of products or digital products. You control the payment terms, frequency, and everything in between.

Multiple sales channels

You’re not only limited to selling on your website. Instead, Wix eCommerce has a direct integration with social platforms like Facebook and Instagram to help you reach a wider audience and make the purchase process easier for prospects.

Dropshipping options

Dropshipping has become popular over the years. Wix integrates with multiple platforms such as Modalyst, Spocket, Printful, and Printify to automate order requests and free up your time to market your business.

Payment options

There’s a large number of payment providers which include but aren’t limited to Wix Payments, 2Checkout, Braintree, Fat Zebra, DPO Group, PayPal, Paystack, Stripe, Square, etc. Some providers are only available in specific countries and Wix will show those based on your location. PayPal, credit, debit, cash, and even POS payments are possible.


Wix eCommerce is compliant with regulations such as GDPR and CCPA. If a customer requests their data, you can easily forward them a file that shows them all the information you’ve gathered. If they request, you can delete their personal data which includes contact details, activities, orders, card details, and invoices.

In addition to the above, Wix eCommerce are all secured by HTTPS/STL encryption which creates a secure link from your customer’s device and the web servers. It has also made a commitment to only work with payment processors who adhere to the highest level of security – PCC DSS level 1.

Product listing & inventory management

You’re able to sell digital and physical products alone or as discounted bundles. It’s also possible to list variants of the same product according to size, color, and custom factors. For each product variant, you can display a different image and even a video.

You can view your customer’s past purchases, address, and personal information through your admin panel. Inventory management includes adding tracking numbers, marketing orders as fulfilled, automatically counting inventory levels, updating multiple orders at once, etc. Many of the functions are automated but all of them can be performed manually in case of an issue.

  • Number of templates
  • Drag & Drop Editor
  • Free Stock Photos
  • SEO tools
  • Social media integration
  • Visitor statistics
  • Third-party apps
  • Data security
  • Multi-lingual website
  • Inventory management
  • Payment options
  • Returns & Refunds
  • Shipping management
  • Mobile - friendly

Wix eCommerce comes with over 100 professional-looking templates to design your online shop. During the creation process, you can choose any of them, change the colors, rearrange the layout, and add over a dozen product images for customers to interact with. It has a bit of a learning curve because of all the options that need to be set up such as payment processors, inventory tracking, sales tax, etc. That doesn’t mean it’s difficult, it’ll just take more time and energy than a standard website. 

  • Number of templates
  • Mobile compatible templates
  • Add HTML code
  • Blog
  • Portfolio
  • Design flexibility
  • Drag & Drop Editor
  • Multi-lingual website
  • Fully customized
Multimedia Automations
  • Free Stock Photos
  • Video Plug-Ins
  • Audio Plug-Ins

Wix eCommerce has built-in email marketing tools which allow you to stay connected with your customers, improve loyalty, and drive revenue over time. The platform also has a video maker, SEO Wiz, social post tools, and marketing automation. It also integrates with popular marketing tools like Hotjar for visitor recordings, Google & Facebook Ads, and Privy for email capture. 

  • SEO tools
  • Social media integration
  • Widgets + Apps
  • Abandoned cart tools
  • Newsletter tool
  • Monetization
  • Product reviews
  • Visitor statistics
  • Promotions & Discounts
  • Advertising credits
  • Number of sites
  • Free custom domain
  • Space
  • Bandwith

Wix eCommerce is a complete solution to manage your eCommerce shop. It has a wide range of features such as marketing tools, email marketing and abandoned cart workflows, the ability to collect recurring payments, support for multiple sales channels, and much more. It’s compliant with major regulations in different markets such as GDPR and CCPA. It also provides secure websites to protect customer data.

There are multiple pricing plans to meet your needs but keep in mind that it’s not easy to change a template once selected. Unless you have custom needs or enterprise-level functionality, Wix eCommerce is a great solution to launch and grow your online brand.

Daniel Ndukwu
Author: Daniel Ndukwu
Daniel is a small business owner at large helping his peers navigate the challenges they experience on a day to day basis. His philosophy is simple, if it isn’t broken you can still make it better.

Wix eCommerce User Reviews

Ruby C
11-50 employees
Used for: 1-2 years
02 Feb - 2021

Easy but lacking

I’ll admit that Wix is one of the easier website builders to use but it is lacking many features I needed to make the most of my shop.


The layout options are pleasing to the eye


If you want to do anything advanced then you need to be familiar with how to code

Bryce T
02-10 employees
Used for: 2+ years
10 Mar - 2021

Great for new brands

I used it to set up my new website and was able to create something I was happy with and didn’t even have to contact a developer.

Daniel C
51-200 employees
Used for: 1-2 years
16 Mar - 2021

It started as a test run..and the rest is history!

I underestimated Wix at first because I had no experience building websites, let alone online stores. Fast forward a year and 20+ sites later and I can say I’m in love with it.

Rebecca B
02-10 employees
Used for: 1-2 years
23 Mar - 2021

Start with Wix

I was looking for a website builder for my store many years ago and it was between WordPress and Wix. Wix won because WordPress seemed like a lot of work and I’ve not regretted my choice since then.


- Easy to add products and variations
- There are built-in options for memberships and alternative payment methods
- I can see all orders in the backend and manage them from there


I can only use the apps in the marketplace

Thomas W
11-50 employees
Used for: Less than 6 months
24 Mar - 2021

I can only use the apps in the marketplace

As part of my day job, I assess different software solutions for our organization and clients. Wix has stood out time and again because it’s versatile but not overwhelming for new users.