Is Wix or Shopify better for building an online store?

The choice between Wix and Shopify depends primarily on your business goals and how seriously you're approaching e-commerce.

When Wix is the Better Choice

Wix excels as a website builder first with solid e-commerce capabilities added on. It's ideal for early-stage business owners, creative professionals with portfolios, service-based businesses, and small online stores where design flexibility is paramount. The platform offers an intuitive click-and-drag interface that's beginner-friendly by default, making it easier for those without technical expertise to create visually stunning websites.

Wix also includes a guided SEO wizard with structured checklists that make search engine optimization accessible to beginners. If you're prioritizing ease of use, design customization, and need a simpler entry into online selling, Wix is an excellent option.

When Shopify is the Better Choice

Shopify is purpose-built for serious e-commerce and retail operations. It's the superior platform if you're focused on scaling your business and managing complex inventory across multiple channels. Major brands like Kim Kardashian, Soylent, and Figs use Shopify for good reason.

Key advantages include:

Product Capacity: Shopify offers unlimited products on all plans, while Wix caps at 50,000 products.

Scalability: With over 8,000 e-commerce-specific app integrations compared to Wix's 800+, Shopify provides significantly more growth options.

Multi-Channel Selling: Shopify supports selling across TikTok, Facebook, Instagram, Amazon, and over 130 currencies with advanced inventory management and synchronized Point of Sale data.

Advanced Features: Built-in abandoned cart recovery, gift cards, shipping carrier partnerships with discounts up to 88%, and automatic tax calculations for international markets.

Pricing Structure: Both start at $29/month, but Shopify reduces transaction fees as you upgrade plans, rewarding business growth.

The Bottom Line

For content-based websites, portfolios, and small stores where design flexibility matters most, choose Wix. For dedicated e-commerce operations with growth ambitions, Shopify consistently rates as having the best sales tools and features on the market. In e-commerce-specific capabilities, Shopify scores 8 out of 10 compared to Wix's 3 out of 10, making it the clear winner for serious online retail.