Most people know Wix as a website builder.

And in fact, we were quite impressed by the site builder’s visual strengths and ability to create a professional and modern looking website.

Now, imagine you could sell your t-shirts, custom-made furniture, digital products like music and ebooks, or even subscription boxes, directly through your website. Wouldn’t that be handy? Spoiler alert: “Wix eCommerce” makes it possible!

Wix now powers more than 700,000 stores, having added around 200,000 in 2020 alone. (You can see a few examples of real Wix sites in our list here.)

But is it also a sensible choice for you? Let's see how Wix eCommerce works, and for what type of ecommerce business it makes sense.

How do I open a Wix online store?

The best way is to start with the free plan. It doesn’t cost a penny, and even better, you don’t have to install any software on your computer. Everything runs directly in your browser, so you don’t need any technical skills. Whether you are a beginner or tech-savvy user: it doesn’t matter! Wix eCommerce is meant for small to mid-sized stores.

You can either choose a free template and customize it yourself with the Wix drag-and-drop editor, or build your site with Artificial Design Intelligence (ADI). Wix ADI allows you to answer a few questions about your business type and design preferences and it builds the site for you in a matter of minutes, with placeholder images and content included.

It's now also possible to sell via Facebook and Instagram. Once connected, your visitors can tap your photos to purchase the item in your Wix store. Other sales channels that you can connect to include eBay and (plus a whole lot more if you use the Multiorders app).

Even though you can’t sell anything with the free version yet, you can play with the store settings and get a feel for the platform. Typically, you would pick an eye-catching ecommerce template and start adding your products. You can add as many products as you want.

Wix ecommerce templates

Next, jump to the store settings to check out your tax and shipping rates. There you decide who can order your articles. If you are a merchant from the US, you might even offer real-time shipping rates. Thanks to the free Avalara app you can get automatic sales tax and VAT calculations - worldwide!

wix avalara

Wix eCommerce provides three payment options for your customers: credit card, PayPal and offline payments like cash or money transfer. They don’t charge any additional transaction fees like other online store builders sometimes do. In order to see if everything works correctly, you can make a test purchase.

How much is Wix eCommerce then?

Wix eCommerce starts at $23 per month for their Business Basic plan. Their VIP plan has the exact same online store features, but includes extras such as the ability to sell subscriptions, sell in multiple currencies, and automated sales taxes .

So when you like what you have seen in the free version, you basically pick the dedicated eCommerce plan, and you are all set to start selling. You don’t have to begin from scratch again. No bad surprises here!

Wix App Market: the Sky’s the limit!

If you’re looking for a feature that you can’t find in the editor, you should check out Wix’s App Market. There you will find apps to enhance your ecommerce store with useful features like live chat, a telephone call button, or the ability to connect the shop with an external accounting and invoicing solution. (Note that you can also use Wix’s own invoicing solution, Wix Invoices, to automatically create invoices whenever an order is made).

Very interesting is the Member Login App. This will add a login function to your store. Thanks to it, users can reuse their account when they come back and want to see their order history, as well as save credit card information for future purchases.

So is Wix eCommerce worth the money or should you consider a different solution such as Shopify or Weebly? Find out more details in our video and the conclusion!


Wix offers a free plan that allows you to test the eCommerce store

Wix Online Store Screenshots

Wix Ecommerce Pricing


Wix Business Basic

Accept online and offline payments. No sales fee. Works for physical and digital products. Unlimited items.


Wix Business Unlimited

For online stores with advanced ecommerce features (e.g. tax calculator, dropshipping, etc). Includes email campaigns.


Wix Business VIP

All from Unlimited. Additionally, you get fast VIP support and more storage. Includes custom ecommerce reports.

Wix Ecommerce Pros & Cons

Great Value

Wix eCommerce provides one of the most affordable online store solutions in the market.

Ease of use

Wix eCommerce is as simple to use as the rest of the website builder. Beginners can set up their online store very fast.

Physical & digital goods

You can sell physical and digital goods.

No sales fees

Wix doesn’t charge any commission.

Real time shipping calculator

If you are a merchant from the US (or Brazil), you might be able to provide real-time shipping via USPS.

Loading speeds

Wix’s websites are generally not very fast loading. If you want to build a large store that gets a lot of traffic, Wix may not be the best choice.


In general, everything looks really well designed, but some elements like confirmation emails can’t be entirely customized.

Rating Details Wix Store

criterion rating comments

Ease of use

An online store can be added with only one click. The store-related menus are well structured and it’s quite easy to understand. Help texts are usually just one click away.

Choice and flexibility of templates

Wix offers a wide variety of professionally designed templates for online stores. These designs are also optimized for mobile devices. An editor allows you to tweak the presentation for both desktop and smartphone versions individually. This is great but as the mobile version isn’t always 100% perfect, you sometimes need to readjust it a little.


Wix’s SEO options are quite good, you can customize page titles, meta-description and the URLs for both regular and product pages. The SEO Wiz, which automatically creates SEO patterns for your site pages based on SEO best practices, is also handy. Be aware that images file names are automatically changed by Wix.

If you have a multilingual store, you’ll be able to set up language-specific versions of your website, for example using a subdirectory for each language. However, this feature would be massively improved if you were able to fully customize page URLs, which is currently not possible. More information here.

Basic functions

Product presentation

Product images with zoom function, overview and detailed description. It’s possible to add expandable ‘info sections’ to include product details, size charts, shipping information etc. A ribbon with customizable text can be added promoting “Bestseller” or “New” products. You can also edit some elements of the design (colors, fonts, button styles etc), and even add a Wishlist function. Videos are now also available in the product view.

Product variants

Different colors, sizes and other individual variants are possible. All of these variations can be edited individually. Allows up to 6 product options (size, color, material) and 100 option choices (small, large, green, cotton). It’s also easy to offer customizations (e.g. engravings) – you just need to add a custom text field.

Cart function


Products are saved to a digital shopping cart. You can customize the icon, design, layout and text of the shopping cart page. There’s even abandoned cart recovery emails available on all ecommerce plans.

User ratings


User ratings widgets can be added via the Wix App Market, but these are very basic.

Article numbers


SKUs can be added, even for your variants.

Checkout, payment & shipping

Payment options

PayPal and a decent variety of credit card processors (Stripe, Square) are supported. There’s even Wix’s own payment gateway called Wix Payments. Take a look at our full review of Wix Payments here. Depending on where you’re located, you can also offer Buy Now, Pay Later solutions such as Affirm, Afterpay and Laybuy.
Customers can check out on your own domain without being redirected to an external page. Offline payments are available too (cash, cheque, wire transfer). Bricks-and-mortar stores in the US can take advantage of Wix POS (Point of Sale), powered by Wix Payments. Additionally, POS payment via Square and SumUp is also supported. Further information on Wix’s payment gateways.

Sale of digital goods


You can offer different types of digital downloads: ebooks (40 MB), images (50MB), music (100MB) and zip-files (1 GB). Buyers will receive links to download their digital products on the Thank You page of the Checkout, along with an emailed link that will last for 30 days. While Wix eCommerce lets you sell product subscriptions, unfortunately this isn’t available for digital products.

SSL encryption


The entire store is secured with SSL-encryption (https).

Customer log-in area


Surprisingly, Wix has this great feature hidden in their app market. It’s a free add-on and allows your users to see their recent orders, bookings, account and payment settings.

Coupon codes


Give your customers a discount, either as a percentage, fixed amount, free shipping or buy X get Y free. You can also set an expiration date.

Shipping cost settings

Shipping costs can be set per country or region (i.e. countries grouped together). Choose from flat rates, rate by weight, rate by price/product, or offer free shipping. If you are a US-based merchant, you can even have real-time shipping based on USPS calculations. This will make the shipping cost calculation much easier. Integrates with fulfillment providers like Shipstation, ShipBob, and MultiOrders. These apps require the Business Unlimited plan or above. Alternatively, you can set up custom fulfillment to trigger email orders to your own fulfillment providers.

Local delivery (based on postcode or radius) and local pickup are also possible.



Wix Stores works with dropshipping platforms such as Modalyst, Spocket and 365Dropship, as well as print on demand providers Printful and Printify. This allows you to offer products in your store without dealing with the actual fulfillment and shipping. Learn more about dropshipping in Wix. Requires Business Unlimited or above.

Tax settings

Set individual tax rates for each country worldwide. You can set different tax rates for individual states. Allows you to include VAT prices on your product pages, or add them at checkout. Using the Avalara app you can get automatic tax-rate calculations (Business Unlimited and above).


Article management

Wix gives you an overview of your articles in stock. Once you run out they can’t be ordered anymore. Wix will automatically send a dashboard and mobile app notification when that happens.

Confirmation emails customizable

There are four types available: order placed, digital product order, order shipped and order ready for pickup. You can customize your logo, titles and footer description.

Importing product data


Via the Wix Store Manager you can import your product data in CSV format. It’s also possible to import products from other ecommerce platforms using Cart2Cart (note that they will charge a fee to do this).

Exporting product data


Exporting the product data is also possible.

E-Commerce analysis


You can integrate Google Analytics on your website for sales tracking. It’s also possible to add any other tracking code (e.g. AdWords) to your “Thank you” page. Wix eCommerce’s inbuilt reports are pretty in-depth, and include sales over time, sales by item, sales by billing location and more. You also get traffic, behaviour and contact reports. Custom ecommerce reports are only included in the Business VIP plan.

Exporting order data


Order export via CSV file is available. This will allow you to import them into any accounting software. Wix’s app market also provides some invoicing solutions, although you can also use its own Wix Invoices solution, which is part of its add-on Ascend by Wix product suite.



Yes Chat

Yes Email

Yes Telephone

Support at Wix is available via their help-center, including detailed and well explained articles, their community forum and telephone. Live chat is also available 24/7 in English. Answers to emails are usually prompt, but sometimes it can take a couple of messages until the issue is resolved. Find out more in our support test.

Total Score


The Wix online store is a solid solution for small to medium ecommerce businesses. Thanks to the import/export feature for product data you can even manage larger item numbers conveniently. It’s suitable for both physical and digital goods. At $23/month it’s great value!

Wix Ecommerce: Our Conclusion

Wix’s eCommerce plan lets you easily sell t-shirts, mugs or your paintings. New products can be highlighted with an eye-catching ribbon. But that’s not all: their new feature for digital products takes care of the entire sales process for you as these orders will be sent automatically to your customer. Wix doesn’t charge any extra commission for this.

SEO settings are essential for an online store to get found in Google. Wix does a stellar job here. Every product page allows you to have an individual title, description, and URL-name.

There are also two great features that we haven’t talked about yet: Wix’s online store mobile app and its Email Marketing tool (offered as part of the Ascend by Wix product suite). The former will allow you to edit and manage your online store via your mobile phone. For instance, you can add new products or check your customer’s order status.

The neat integration of Wix Email Marketing makes it possible to promote your products from your product pages. This means it’ll insert your product info directly into an email. You just need to modify it as you wish and hit the send button. That makes promoting really easy.

The only real downside is that Wix isn’t really suitable for very large stores as the site’s navigation is limited to one sub-level and can be limiting as your store is growing.

We’d also love to see it work better for international stores. While it’s definitely a bonus that you can now create URLs for different languages using subdirectories and subdomains (something you couldn’t do in the past), it’s still not a perfect system as you can’t edit page slugs for different languages (e.g. /about, /blog). The multicurrency feature, which displays prices in different currencies but doesn’t actually impact final sale price, also feels a little gimmicky.

Other than that Wix eCommerce offers an excellent product, at a very reasonable price.

> Test Wix’s online store for free and without risk

Is Wix’s Online Store the right choice for you?

You are looking for an easy way to sell online

You want to sell physical and digital goods

You want a great looking online store

You need personal logins for your customers

You want to handle a lot of products.

You need live support

Wix Ecommerce Examples

Wix Online Stores Alternatives

If you are actually looking for an ecommerce powerhouse that scales as you grow, you should take some time comparing the key differences between Wix vs Shopify here. Shopify is geared towards much larger stores than Wix.

You should also read our BigCommerce review and Squarespace ecommerce review, to find out more about what these platforms can offer that Wix ecommerce doesn’t.

And if you like the look of Shopify and BigCommerce but are unsure which one to choose, checkout the differences between Shopify and BigCommerce here.

Finally: not sure what store builder you should use? Our guide to the best ecommerce website builder will help you decide. Or let our smart finder decide for you in 2 minutes!


How much is Wix eCommerce?

It depends on your contract term. You can opt for a monthly up to 2-years subscription. The cheapest option would be $20/month. You’ll find more information in our detailed Wix pricing comparison.

Is Wix eCommerce better than Shopify?

Both are great online store solutions. However, we see Wix more in the small online store sector whereas Shopify is a great solution for scalable online stores.

How can I cancel my Wix online store?

Just cancel your plan in the dashboard. If you want to delete your entire Wix account, you must cancel your subscription before.

How many products can I add to the store?

There’s no limit, but tons of products can affect your website’s loading speed. Keep in mind though, that you can only add up to 100 pages (dynamic pages like blog posts don’t count towards this limit).

About Robert Brandl, BA (Hons) Munich University MUAS

robert brandl

Hi, my name is Robert Brandl, and I am the founder of Tooltester. I used to work in a digital marketing agency where I managed website and email marketing projects. To optimize my client's campaigns, I always had to find the optimal web tools. Tooltester (founded in 2010) opens this knowledge to you, hopefully saving you endless hours of research. If you have any questions, please leave a comment. You can also find me on LinkedIn.

Latest Review Updates

10 Feb 2021 - Updates to multilingual URL structures
05 Nov 2021 - Live chat support now available
28 Dec 2020 - A few minor updates
26 Sep 2020 - Pricing structure changed
14 Jul 2020 - A few smaller updates
05 Jun 2020 - Updated Wix Ecommerce video review
07 Jan 2020 - Dropshipping is now available.
22 Aug 2019 - Automatic tax rate calculations available.
31 Jul 2019 - Wix Payments added.
26 Apr 2019 - Updated video review with new features including Members' Area
07 Apr 2018 – Customer Login App and real-time shipping for US available
02 Feb 2018 – Videos are now available in product descriptions.
28 Sep 2017 – Product imports and exports are possible now.
28 Jun 2017 – Review update: digital downloads available.
03 Feb 2017 – SSL added
22 Nov 2016 – Pricing update
20 Apr 2016 – Remark on Wix Invoices added.
12 Aug 2015 – Updated review (new editor)
26 Nov 2014 – Tax settings added
04 Nov 2014 – Added video review
16 Oct 2014 – Initial review of Wix’ Online Store

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