Wix Stores

Overview

Founded in 2006 and headquartered in Tel Aviv, Israel, Wix is a leading SaaS website platform. Wix Stores is the native online store app of the Wix platform, letting merchants create and manage an online store on their Wix website without writing code, covering product listing, sales, and fulfillment.

Wix Stores is positioned as the most direct selling tool within the Wix ecosystem. It covers the full e-commerce flow — product listing, category management, inventory tracking, shopping cart, checkout, order processing, and shipping settings — deeply integrated with Wix site building, Wix Payments, and multi-channel selling. As of 2026, Wix has over 1 million e-commerce paid subscribers, and Wix Stores is one of the most widely used commerce apps among them.

Key Strengths

• Deep Integration with Site Building: Wix Stores is built directly into the Wix website builder; product and checkout pages are customized with the drag-and-drop editor, so merchants can open a store with 0 code and no third-party app installs.
• Complete E-commerce Flow: Built-in product listing, multi-level categories, inventory tracking, order processing, and shipping settings — 5 core flows supporting small merchants with 1000+ orders per month.
• Multi-channel Selling: Sync sales across 3 channel types — website, Facebook/Instagram, and Google Shopping — expanding product exposure and conversion touchpoints.
• Flexible Payments & Languages: Native integration with PayPal, Stripe, Square, and 50+ other gateways, plus multi-language and multi-currency support for cross-border selling. See Multilingual E-commerce Website Guide.
• Built-in Marketing Tools: Coupons, abandoned cart recovery, and SEO optimization, combined with a 0.5% transaction fee, help merchants boost conversion while controlling costs.

Product Ecosystem

Product & Inventory Management

Wix Stores supports 3 product types — physical goods, digital goods, and bookings — with multi-level categories, variants (size/color), SKU inventory tracking, and low-stock alerts. Merchants can bulk import/export products and manage pricing and inventory centrally.

Shopping Cart & Checkout

The checkout flow supports cart recovery, coupons, and multiple shipping options with automatic shipping and tax calculation. The checkout adapts to mobile, integrates Wix Payments and major third-party gateways, and displays local currency.

Orders & Fulfillment

The order center centrally manages new, in-transit, completed, and returned orders, with order editing, shipping notifications, and label printing. It connects with payment gateway testing and refund & dispute handling scenarios for a complete transaction loop.

Multi-channel & Social Commerce

Wix Stores syncs products to Facebook Shop, Instagram Shopping, and Google Shopping, and connects additional market channels via Wix Marketplace for multi-touchpoint selling.

Limitations

• Limited Advanced Inventory: Multi-warehouse, batch management, and complex supply chain features are lacking, which is inconvenient for large or multi-location merchants.
• Platform Lock-in: Wix is a closed platform; migrating requires rebuilding the store and data with high switching costs.
• Limited App Ecosystem: Wix App Market has fewer e-commerce plugins and less depth than Shopify's app store.
• Weak B2B Capabilities: Wholesale pricing, customer groups, and complex quoting are missing; primarily oriented to B2C.

Use Cases

• Individuals/Small Teams Selling Online (★★★★★): Open a store with 0 code; great value for smaller catalogs.
• Merchants Already on Wix (★★★★★): Enable Wix Stores directly to add selling functionality quickly.
• Small Merchants Selling Multi-channel (★★★★☆): Social and marketplace sync expands exposure.
• Large/Complex E-commerce (★★☆☆☆): Limited inventory and B2B capabilities — consider Shopify or BigCommerce.

Pricing

FAQ

• Do I need to buy Wix Stores separately? No. Wix Stores is a built-in app on the Wix platform; merchants enable it with any commerce-enabled paid plan (Business and above). See E-commerce Platform Comparison.
• Which product types does Wix Stores support? Physical goods, digital goods, and bookings — 3 types covering most small and medium merchant needs.; see digital products payment guide.
• What is Wix Stores' transaction fee? E-commerce plans charge 0.5%; using Wix Payments may waive it in supported countries, depending on the merchant's region.; see payment gateway rate comparison.
• Can Wix Stores sync to social media? Yes. It syncs to Facebook Shop, Instagram Shopping, and Google Shopping for multi-channel selling.; see e-commerce platform comparison.