What is Wix?
Wix is a cloud-based website builder founded in Israel in 2006. It powers approximately 8.6 million websites globally, of which around 4.3 million include ecommerce functionality. Wix is built for users who want to create a complete web presence — website, blog, online store, booking system, and email marketing — without needing technical expertise.
Unlike dedicated ecommerce platforms like Shopify, Wix starts as a website builder and treats the store as one feature within a broader site. This makes it a strong choice for sellers who need a full website alongside their store, and a more expensive option for sellers who only need a checkout.
Key Features
- Drag-and-drop editor with over 2,000 professionally designed templates and full creative control over layout
- Wix AI site builder that can generate a working website layout from a text prompt in minutes
- Ecommerce with unlimited products, abandoned cart recovery (Core+), discount codes, and loyalty programs
- Wix Payments for integrated payment processing (not available in India)
- Multichannel selling on Instagram and Facebook (Core plan and above)
- SEO tools including sitemap generation, URL customisation, redirects, and structured data support
- App market with 800-plus integrations for marketing, shipping, analytics, and customer service
- Booking and scheduling tools for service-based businesses
- 24/7 customer support via live chat and phone
Pricing
| Plan | Annual billing | Monthly billing | Ecommerce |
|---|---|---|---|
| Free | $0 | $0 | No |
| Light | $17/month | $24/month | No |
| Core | $29/month | $36/month | Yes |
| Business | $39/month | $46/month | Yes (+ reviews, tax) |
| Business Elite | $159/month | $172/month | Yes (advanced) |
No platform transaction fees on any paid plan. Payment processing fees (2.9% + $0.30) apply through Stripe or PayPal. Wix Payments not available in India.
For a full breakdown including renewal pricing and common additional costs, see our Wix pricing guide.
Pros (based on G2 reviews)
Ease of use. G2 reviewers consistently rate Wix’s drag-and-drop editor as intuitive and accessible to non-technical users. The ability to move elements freely across the page — rather than working within fixed sections — is frequently cited as an advantage over more constrained builders.
Design flexibility. G2 users praise Wix’s template variety and the depth of visual customisation available without writing code. The platform is particularly well-regarded for design-forward categories like fashion, photography, and lifestyle brands.
All-in-one platform. Reviewers value the breadth of tools included in a single subscription: website, blog, booking, email marketing, and ecommerce in one dashboard. This reduces the need for separate tools and monthly costs.
AI tools. G2 reviewers highlight Wix’s AI site generator and AI text tools as practical time-savers, particularly for sellers who want a professional-looking site quickly without starting from scratch.
Regular updates. G2 users note that Wix consistently rolls out new features and improvements, which increases confidence in the platform’s long-term viability.
Cons (based on G2 reviews)
No template switching after publication. G2 reviewers flag this as one of Wix’s most frustrating limitations. Once a template is chosen and the site is built, switching to a different template requires rebuilding the site from scratch. This locks users into their initial design choice.
Limited customisation for advanced users. While Wix’s editor is flexible for most users, G2 reviewers with development backgrounds note that the platform constrains certain technical customisations compared to open-source alternatives like WordPress.
Renewal price increases. Multiple G2 and user community reviews flag that Wix’s renewal pricing can be significantly higher than the introductory rate. Some users report price increases of 25% or more at renewal, which changes the long-term cost calculation.
Migration difficulty. Reviewers note that moving a Wix site to another platform is not straightforward. There is no full site export — rebuilding elsewhere typically requires starting from scratch, which creates a degree of lock-in.
No Razorpay or UPI support. Wix Payments is not available in India. Indian sellers use Stripe or PayPal, which means UPI — the dominant payment method for Indian digital transactions — is not natively supported at checkout.
Who Wix is best for
Wix is best suited for sellers who need a full website alongside their store — blog, portfolio, booking system, contact forms — and value design flexibility. It is a strong choice for first-time website builders who want creative control without hiring a developer, and for sellers in the US, UK, or other Wix Payments markets who want integrated payment processing.
Sellers who only need a product catalog and checkout, or who sell primarily through Instagram and WhatsApp in India, will find Wix’s full website infrastructure more than they need and its payment options less suited to their market.
Wix vs Trustd
Trustd is built for boutique owners and social sellers who need a storefront connected to Instagram and WhatsApp, without the website infrastructure that Wix carries. Trustd’s free plan includes unlimited products, WhatsApp ordering, and verified reviews. The Pro plan costs $25/year ($2/month) — less than one month of Wix Core.
See the full comparison: Trustd vs Wix
Frequently Asked Questions
What is Wix used for?
Wix is a website builder used to create websites, online stores, blogs, portfolios, and booking systems without coding. Its drag-and-drop editor and template library are designed for non-technical users. Ecommerce features — product listings, checkout, payments — are available on paid plans starting at the Core plan.
How much does Wix cost for an online store?
Wix's minimum plan for selling online is the Core plan at $29/month (billed annually). The Business plan at $39/month adds automated sales tax, product reviews, and multiple currencies. See our full Wix pricing breakdown for a complete cost analysis including renewal pricing and common add-on costs.
What is Wix's G2 rating?
Wix has a 4.2 out of 5 rating on G2. Users most commonly praise ease of use, design flexibility, and the template variety. Most common complaints are around limited customisation for advanced users, no template switching after publication, and renewal price increases.