Choosing a platform to create and manage an eCommerce is not an easy task. The market offers tools that provide robust and flexible solutions tailored to different user profiles. Two of the most popular options are Wix and Shopify, each with distinct approaches and advantages. Wix has made a significant leap in recent years: from being a basic option for starting out, it has become a serious and competitive platform worth considering if you seek to sell online with flexibility and custom design.
If you are considering launching your online store, or improving the one you already have, this article will help you understand which one best suits your needs.
Both tools are SaaS platforms, meaning you can start without advanced technical knowledge. However, their orientation varies:
Wix is conceived as a comprehensive web builder, ideal not only for eCommerce but also for service businesses, personal brands, or hybrid projects. Its visual drag & drop editor allows for high customization even without programming knowledge. With over 800 pre-designed templates, a free media library, and a new conversational AI assistant (going beyond the old ADI), Wix bets on user autonomy from the first click.
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Shopify, on the other hand, is designed specifically for online selling. From its dashboard structure to its app marketplace, everything revolves around eCommerce. Its editor is less visually flexible than Wix’s but its specialized design is efficient for users with extensive catalogs and a 100% commercial focus.
Shopify, for its part, is 100% focused on eCommerce. From the start, the platform focuses on selling, which is evident in its structure, admin panel, available apps, and product management processes. Although its editor is less visually flexible than Wix’s, its specialization makes it a powerful tool for stores with medium or large catalogs.
This is where the competition intensifies.
Shopify offers powerful features for online stores: advanced inventory management, cart recovery, multiple sales channels, marketplace integration, and automation tools. Its app ecosystem is extensive and focused on business growth.
Nonetheless, Wix has evolved remarkably, transitioning from “a platform to start with” to a robust solution for professional eCommerce, capable of handling up to 50,000 products in its catalog. It offers key features such as order management, multiple payment gateways (including local integrations like Mercado Pago or PayU), checkout customization, multichannel functionalities, and additional tools for other types of businesses (bookings, events, fitness services, restaurants, etc.).
Furthermore, Wix Studio allows customization at a professional level, with access to advanced design, animations, custom code, and external API connections. This makes it a scalable and versatile option for medium stores or businesses wishing to internationalize without relying solely on external apps.
Both Wix and Shopify offer multiple payment gateways: cards, PayPal, Stripe, Apple Pay, Klarna, offline payments, among others.
They both have proprietary systems: Wix Payments and Shopify Payments. Wix does not charge transaction fees, although a paid plan is required to activate it. Shopify, on the other hand, does apply fees if you do not use its native system. In both cases, the total cost will depend on the volume of sales and additional integrations you utilize.
SEO is no longer a weakness for Wix. The platform offers technical and automated tools such as:
Shopify also has good SEO capabilities from the outset, particularly geared towards eCommerce. The difference is that Wix has incorporated automated functionalities for technical and flexible SEO, making it a competitive option for positioning, even without advanced knowledge.
Wix is unbeatable in visual flexibility. Its visual editor allows you to modify each section with total freedom, ideal for brands wanting to stand out with their own identity without relying on code. With Wix Studio, you can also incorporate micro-interactions, visual effects, and professional-level customization.
Shopify offers a more structured design, based on templates and customization through code. Although it allows installing premium themes and apps to expand functions, it does not match Wix’s level of visual freedom.
Wix allows you to start for free, and its “Core” plan (required to activate the online store) starts from $12.10/month (excluding VAT) in Spain. Higher plans offer more storage, advanced functionalities, and priority support. Moreover, it does not charge sales commissions.
Shopify starts from $39.60/month (excluding VAT) and typically offers 3-day free trials. To that cost, you must add the price of necessary apps and possible fees from external payment gateways.
Both platforms offer support in Spanish, live chat, help centers, forums, and 24/7 customer service.
Wix is no longer just a tool to start with. With its advances in eCommerce, SEO, professional design, and automation, it positions itself as a solid choice for businesses wishing to grow, sell, and stand out with a personalized visual experience.
If you want to launch an online store with professional tools, visual flexibility, and growth potential, Wix is a platform you should seriously consider.
On the other hand, if your project is exclusively eCommerce, with very large catalogs and resources for investing in apps and technical customizations, Shopify remains a leading option.
The important thing is not which is “better,” but which aligns better with your business vision and growth objectives.
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