Wix Ecommerce: Reviewed and Rated for 2021

Wix logo

By Dan Barraclough | Updated: 25 March 2021

Wix logo

Website features Sales tools Design functions Value for moneyHelp and supportCustomer scoreEase of useTotal rating

In this Wix Ecommerce review, we reveal everything we learned when we tried the platform ourselves – both the good and the bad. We examined Wix in the areas that matter most to your business, including its sales tools, value for money, help and support, and more.

To provide you with a detailed breakdown of Wix’s wins and losses, we then scored it out of five in each of the categories mentioned above. You can see those results in the table above.

We also invited everyday users to create a Wix online store to help provide us with a customer score, representing how much they enjoyed using Wix and how likely they’d be to recommend it.

Wix Ecommerce is one of the most popular solutions available on the market, but read on below to find out whether it’s the right platform for your business.

What are Wix Ecommerce’s pros and cons?

Wix is one of the best ecommerce platforms for small businesses, but where exactly does it win and lose? Check out its pros and cons below…

Intuitive design tools thanks to its ‘what you see is what you get’ editor, you have eyes on how your edits impact your storefront in real time Overwhelming freedom the sheer amount of creative freedom can make it hard to adhere to ecommerce best practices
Focuses on your brand building your brand image is simple thanks to the wide choice of templates (71 of which come with ecommerce capabilities built-in) Restrictive template choice – you cannot switch templates once you publish your website
Add product videos enhance the buyer’s experience and increase sales with product videos Tricky to sync physical and digital inventories this function is much more simple on other platforms
Wix offers a 14-day money back guarantee on its ecommerce price plans Try Wix Today

What are Wix Ecommerce’s features and benefits?

Wix grabbed the highest ‘website features’ score of any platform we tested, earning an outstanding 4.6/5 – and for good reason. It also impressed us with its sales tools and help and support features, scoring 4.3/5 and 4.8/5, respectively.

But what does Wix offer to earn these high scores? While we were testing Wix Ecommerce, these features and benefits really shone through….

✓ Drag-and-drop design feature

wix editor interface

Unlike the other ecommerce platforms we tested, Wix uses drag-and-drop design. This enables you to select an element – such as an image or text box – and move it anywhere around the storefront, giving you total control over how your store represents your brand image. 

This type of design interface is also referred to as a ‘what you see is what you get’ editor, meaning you can see your edits appear in realtime on your storefront. This is the key reason Wix Ecommerce gained such an impressive customer score of 4.5/5 – you’re never left making edits without knowing how everything is going to look.

On many other platforms, such as BigCommerce, you typically update text boxes and images in a separate editor ‘backend’, and then click preview to see how it would look on the live website, which is far more time consuming.

✓ Wide choice of ecommerce-specific templates

Wix ecommerce templates

Of all Wix’s 500+ templates, 71 of those come with ecommerce-specific features, such as product image templates and ‘checkoutbuttons. While all of Wix’s templates are free, you’ll need to sign up to one of the Wix Ecommerce plans to gain access to these 71 options. Every template is mobile-responsive, meaning it’ll reformat its content to look sublime when displayed on all devices, which is vital for creating a positive user experience and boosting sales.

✓ Comprehensive customer support

wix ecommerce help and support

Gaining a commendable 4.8/5 in our help and support research, Wix offers support via phone, social media, and email. It also provides 24/7 on-page editor support, a community forum, and a knowledge base that provides links to article guides and tutorials. In terms of support, Wix is the full package.

✓ Multi-channel integration

facebook shop example

Selling your products across different platforms will help boost your Wix Ecommerce store sales, opening up your business to wider audiences. You can integrate your store with Instagram, but you can sell across more channels, such as Facebook and Pinterest, by installing the Ecwid ecommerce app (costing between £0 and £99 per month, depending on the size of your store). This feature is particularly useful when you consider 81% of people use Instagram to research products and services.

Wix Ecommerce boasts excellent features in both design and marketing Start Selling on Wix

Wix Ecommerce pricing

Scoring a reasonable 4.2/5 in our value for money research, Wix’s three ecommerce price plans are more affordable than those of many of its competitors, including Shopify and BigCommerce, but it doesn’t offer quite as many sales features built-in. Remember though, for a greater scope of ecommerce features for your Wix online store, you can install the Ecwid app.

Wix offers a 14-day money back guarantee when you sign up to one of its ecommerce plans:


PlanCost (billed annually)What you’ll get
Business Basic£13 per month

Accept online payments

Unlimited bandwidth

20GB storage

Free domain for one year

Upload up to 5 hours of video

Site Booster app

Visitor Analytics app

£75 Google Ads voucher

Sales analytics and reports

Business Unlimited£16 per month

Everything on Business Basic, plus:

35GB storage

Upload up to 10 hours of video

Professional logo

Pro ecommerce features, such as automated sales tax calculations

Business VIP£22 per month

Everything on Business Unlimited, plus:

50GB storage

Upload unlimited video hours

Priority response on Wix Answers page

First priority VIP support

Wix offers a 14-day moneyback guarantee once you sign up Try Wix Today

Is Wix Ecommerce right for my business?

Wix Ecommerce is one of the very best ecommerce platforms we tested, coming in second place in our overall testing (behind BigCommerce). However, it’s not the ideal solution for every business. Below are some common scenarios which will help you decide whether Wix is the one for you.

“I run a large business”

Wix Ecommerce isn’t the ideal option for you because, unlike Shopify or BigCommerce, it doesn’t offer much flexibility in terms of inventory management features, which is something that most large companies would require in order to run smoothly and grow quickly.

Alternatively, Wix is perfect if you run a small business and want to focus on building your brand image first with its intuitive design tools and creative control, then focus on building your inventory later. But if that's not the case, we recommend BigCommerce, which took first place in our comparison of the top platforms for large companies.

“I want support for search engine optimisation (SEO)”

Wix is one of the best platforms for SEO support, helping your Wix online store appear higher up in the search engine results page. With its SEO Wiz tool, the platform provides a step-by-step plan on how to improve your site’s SEO with various tutorials, prompts, and guides. Nailing your SEO can help to bring more visitors to your website and boost your sales, and is an area in which Wix excels.

“I want to create an online store that suits my brand”

You'll definitely be able to create a website that's unique to your business with Wix. It offers over 500 templates to choose from (71 of which come with ecommerce features built-in), grouped by industry to help you find a look and feel that suits your offering. You should be aware, though, that once you've committed to a template, you can't change it – so be sure to experiment with a few before making your decision.

As well as this, Wix also offers 200+ possible app integrations to enrich your site's functionality, so your Wix online store should be able to do everything you want it to.

What did our research participants say about Wix Ecommerce?

Once our participants had finished creating their Wix Ecommerce website, we asked them to describe how it went. Don’t forget that Wix gained an impressive customer score of 4.5/5, which should give you an indication of how positive our participants found their experience using the platform. But still, that’s not a perfect 5/5 score…

“Being able to see your store come to life before you, as you are creating it, is so rewarding.”

“Wix has that thing where you can do anything: complete freedom. But, I found that more of a hindrance than a benefit in an ecommerce context.”

“The one thing I really liked was that it suggested adding a product video instead of a photo. I really liked how it offered this functionality. This is a platform for the designers and the creatives.”

Our research participants loved using Wix and gave it a 4.5/5 customer score Start Selling on Wix

Wix Ecommerce came second place in our research, finishing only behind BigCommerce, but outperforming Shopify, Squarespace, Square, and GoDaddy. It impressed us with its intuitive design tools that make it really easy to build the brand image you want, while offering some decent sales tools to boot, such as product videos and multi-channel integration with Instagram.

For a quick recap, here’s how Wix Ecommerce performed in our research categories:

Website features Sales tools Design functions Value for moneyHelp and supportCustomer scoreEase of useTotal rating

Wix Ecommerce ticks all the right boxes for small businesses – it offers affordable price plans starting from just £13 per month, provides comprehensive customer support to help fix your issues quickly and keep sales coming in, and boasts lots of creative control to help you design a website that truly represents your brand.

Dan Barraclough

Dan’s a Senior Writer at Expert Market, specialising in digital marketing, web design, and photocopiers, amongst other topics.

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