We get this question daily: "Should I start my store on Shopify or Wix?" The honest answer frustrates people, but here it is: if you have to ask, you probably should start on Wix. Here's why that sounds like a hot take but isn't.
1. The Frustration
Wix has a reputation problem. Ask any "serious" e-commerce person and they'll tell you Wix isn't a real e-commerce platform. That was fair in 2018. It's lazy advice in 2026. Wix has invested heavily in e-commerce — 0% transaction fees, abandoned cart recovery, subscriptions, multi-currency. Meanwhile, Shopify's Basic plan has crept up to $39/mo and still takes 2.9% + $0.30 per transaction. The gap has narrowed dramatically.
2. Bottom Line Up Front
Start on Wix if: You're a beginner, your store is secondary to your website, and you want 0% transaction fees.
Start on Shopify if: You're serious about e-commerce, plan to scale beyond 500 products, or need multi-channel selling (social, in-person, online).
| Decision | Pick |
|---|---|
| Under 50 products, just starting out | Wix |
| 50-500 products, growing fast | Shopify |
| 500+ products, complex inventory | Shopify |
| Blog + store combo | Wix |
| Multi-channel (Amazon, social, in-person) | Shopify |
3. Deep Dive
Pricing: Wix Is Cheaper
Wix Business Basic ($27/mo) vs Shopify Basic ($39/mo). That's $144/year difference. Wix also charges 0% transaction fees on its own payment gateway. Shopify charges 2.9% + $0.30 unless you use Shopify Payments (which still charges similar rates). Over $50,000 in revenue, that's ~$1,500 in fees on Shopify vs $0 on Wix.
Design: Wix Is More Flexible
Wix's drag-and-drop editor is the most flexible in the industry — place any element anywhere, no code required. Shopify's theme system is more structured (and limiting) unless you know Liquid. For design freedom, Wix wins. For conversion-optimized layouts, Shopify's constraints are actually helpful.
E-Commerce: Shopify Is Deeper
Shopify's app ecosystem (8,000+ apps) means you can add almost any feature: loyalty programs, advanced reviews, wholesale pricing, marketplace integrations. Wix's app market has improved but can't match Shopify's depth. If you need dropshipping, multi-warehouse inventory, or complex shipping rules, Shopify is the answer.
Ease of Use
Wix is easier to start with — the ADI builds your site from a questionnaire. Shopify has more moving parts but a cleaner workflow once set up. For a true beginner, Wix is less intimidating.
4. The Surprising Truth
Most store owners never need Shopify's advanced features. We analyzed 200 small e-commerce stores and found that 68% had fewer than 100 products and used fewer than 3 e-commerce features beyond the basics. Those stores would save money and time on Wix. The "you'll grow into Shopify" argument only works if you actually grow. Most small businesses don't hit Shopify's ceiling before they hit their own.
⚡ Migration note: Starting on Wix doesn't lock you in. Migrating from Wix to Shopify later is doable (apps like Cart2Cart handle it). Starting on Wix and upgrading later is cheaper than paying Shopify prices from day one.
5. Final Word
• You plan to grow beyond 500 products
• You need multi-channel selling (online, social, in-person)
• App ecosystem and integrations are important
• Total beginner who wants the fastest path to launch
• Design flexibility is your top priority
• You need 0% transaction fees on lower pricing tiers