Wix Review (2022) — Features, Pricing & More


Wix — Overview

Wix is a cloud-based service that allows you to design and build your own website or online store without needing to know how to code.

You don’t need to worry about buying web hosting or installing software anywhere — the idea is that pretty much everything you need to build and run your site is provided ‘out of the box’, and happens online.

You simply build and manage your site in a web browser, via the Wix website.

Example of a Wix template

Wix is one of the more established website builder companies — it was founded in 2006 and now has 4,000 employees. And it has a very big userbase: according to Builtwith.com, there are currently around 4.5 million live websites using Wix.

Along with its headquarters in Israel, Wix also has offices in Canada, Brazil, Germany, India, Ireland, Lithuania, the United States and Ukraine.

For perspective, Squarespace has about 1,100 employees, and the company hosts 2.1 million websites. Jimdo has 200 employees and hosts 486,000 websites (sources: Wikipedia / Builtwith).

Wix’s large size gives long-term security (i.e., reduces the risk of the organization folding, taking your website with it), and means you can look forward to regular feature updates.

Does Wix provide all the functionality I need for my website?

Wix allows users to create websites using a simple drag-and-drop user interface.

A Wix website can be used for:

and more.

However, you will need to pay to use some of these features — which brings us to Wix pricing.

Let’s take a look at that.

1. Plans & Pricing

Is Wix free?

Wix offers a free plan which allows you to create a simple site.

This is a good way to try the platform out, but it…

  • is ad-supported (and the ads are quite noticeable!)

  • prevents you from connecting a domain name to your website.

If you need a website to accompany a 50th birthday party, wedding, or small community garage sale, the free plan is totally fine — however, due to lack of features, it’s not really an option for professional users.

On the plus side though, the Wix free plan allows you to use all 800 of the Wix templates and provides free hosting. You can make use of images, clip art and icons provided by Wix, and can add apps from the Wix app market (which provides both paid and free apps).

You also get 500MB of storage and 1GB bandwidth. This should be plenty for a new website. And you can use the free plan without needing to provide any credit card details.

Moving onto paid plans, the options available depend on the country you are based in — this review is going to look at the Wix pricing plans in the US.

Wix pricing for its ‘website’ plans.

(If you live in a different country, you are likely to encounter a similar set of plans, but occasionally with slightly different names and costs.)

First up we have the ‘Combo’ plan.

Combo plan ($14 per month)

The ‘Combo’ plan is billed as ‘for personal use.’

Crucially, it removes Wix brand advertising from your website.

(This advertising is fairly intrusive, with a noticeable Wix call-to-action being inserted at the top of your site.)

The plan also allows you to connect a domain name to your website (i.e., your site can live at www.yourdomain.com rather than a Wix address) and provides free domain name registration for the first year.

The Wix advertising displayed on the free plan is instrusive.
The Wix advertising displayed on the free plan is intrusive

On this plan, you get 3GB of storage for your content.

As part of this plan, you can also upload 30 minutes of video content to Wix (more about Wix and video in a moment).

Unlimited plan ($18 per month)

The Unlimited plan is pretty similar in basic functionality to the ‘Combo’ one, but gives you $300 of ‘Ad Vouchers’. These can be used to pay for advertising with Google Adwords, Bing Ads, and Local Listing.

The plan also provides access to the ‘Site Booster’ app — a third-party app by AppSharp that submits your website to search engines — and an analytics app (which lets you measure site traffic).

Finally, the Wix ‘Unlimited’ plan comes with 10GB storage, unlimited bandwidth and 1 ‘video hour.’

Pro plan ($23 per month)

This plan gives you more storage and video hours than the ‘Unlimited’ plan — 20GB and 2 hours respectively.

It also gives you access to a logo-making tool, the ability to customize social media icons and a calendar tool that allows you to provide event listings on your site.

VIP plan ($39 per month)

The VIP plan is similar to the Pro Plan, but gives you more storage and video hours (35GB and 5 hours respectively); you also get higher priority for user support.

Business Basic ($23 per month)

The ‘Business Basic’ plan is the cheapest Wix plan available that lets you sell products online.

It’s similar in features to the ‘Unlimited’ plan, but gives you more storage (20GB vs 10GB) and provides more generous video hours (5 vs 1).

However, its e-commerce features are a bit on the limited side. Unlike the other Wix e-commerce plans, it doesn’t let you display product prices in multiple currencies; facilitate subscriptions; apply tax rates automatically, use product reviews or dropship.

Business Unlimited ($27 per month)

The ‘Business Unlimited’ plan builds on the ‘Business Basic’ plan by adding logo-making tools, social media icon tools, more generous storage (35GB) and more video hours (10).

Crucially it adds considerably more e-commerce features — although one of them, the automated sale tax, is rather limited in functionality (you can only run 100 transactions per month through it).

And, although dropshipping is possible on this plan (via the Modalyst app), there is a cap on inventory size — you can only dropship up to 250 products per month.

Business VIP ($35 per month)

The ‘Business VIP’ package is described by Wix as constituting ‘the full suite’ and provides more generous storage and video hours (50GB and unlimited hours respectively) than all the other business plans.

You also get priority support and more generous limits on sales tax automation: 500 transactions per month (for more successful merchants, however, that is still unlikely to be enough).

Wix Enterprise ($500 per month)

As is increasingly the case with online store and website builders, there’s now an “Enterprise” version of Wix available — its equivalent of Shopify Plus or BigCommerce Enterprise.

Wix Enterprise costs $500 per month and basically gives you the functionality available on the $49 ‘VIP’ plan, but with negotiable limits on things like sales tax and product reviews.

You can also expect a lot of hand-holding during and after the build (for example, you can consult with experts on design and code issues; avail of enterprise-grade security; and get access to a dedicated VIP support line).

What are Wix’s ‘video hours’?

Wix’s ‘video hours’ feature lets you upload video content to your site, which you can then sell or rent. It’s quite an unusual feature in the website builder market because competing platforms typically only allow you to embed videos from Youtube, Vimeo, etc. (rather than upload them).

The feature is potentially useful for filmmakers, musicians or online course sellers who want to charge for access to their video content.

2. Domain Name Registration

You can register a new domain name through Wix, or connect a domain name you already own.

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If you are registering a new domain name, you get a 1-year free domain registration voucher with most Wix paid-for plans.

Wix’s renewal fees are comparable to providers such as www.name.com, and you can transfer the domain away from them later if you choose to.

If you don’t already have a domain name registered, and if you decide to use Wix to build your website, then registering via Wix is a handy option, allowing you to keep everything in one place.

The downside of this is that by doing so you will be putting all your eggs in one basket — i.e., if for any reason you lost access to your Wix account, you’d lose not just your website but your domain name too.

Something to think about.


You don’t have a choice when it comes to what hosting you use – as with similar website building tools like Shopify or BigCommerce, you must use Wix’s bundled hosting. The company claims 99.8% uptime for this, which is great.

Mailboxes / adding an email address

You can either buy email mailboxes through Wix (these are provided via Google Workspace) or alternatively, you can configure your Wix domain’s DNS settings so that your email address solution of choice can be used.

External mailboxes can only be used with paid-for plans.

3. Wix Templates

Wix gives you a choice of over 800 templates. This is considerably more than key competitor Squarespace, which offers around 115; and all of the Wix templates are free.

The templates look professional and are visually appealing — so long as you populate them carefully, Wix websites certainly don’t have to look like a do-it-yourself creation.

The templates also make good use of spacing and typefaces to create impact and are particularly effective when used with high-quality photographs.

Wix templates

And speaking of photography, Wix also provides a large library of professionally shot images that you can use for free; and on top of that, you can access Shutterstock directly from Wix Editor (and at a decent price too: just $2.99 per image).

The templates are organized into intuitive categories, which means you should be able to find a template which meets your needs fairly easily.

And a large number of templates means you can get very specific: for example, in the online store’s category, there are loads of sub-categories available — fashion, food, jewelry, electronics, etc. The ‘Music’ templates have different sub-categories available for solo artists, bands and DJs and more.

Once you pick your template, you’ll find that Wix has provided good-quality sample text, pictures, and layouts. These get you started, give you a sanity check about what to include, and help avoid writer’s block.


Wix makes it easy to add functions like parallax scrolling, animations, and video backgrounds to your website. (These functions are automatically disabled in mobile view to improve performance.)

That said, just because you can, doesn’t mean you should — animations are a common source of usability and performance problems.

4. Content management and Interface

Wix offers three main options for building websites:

(There’s also a new version in BETA which has recently been released — ‘Editor X.’ I’ll discuss this in more depth later in a moment).

By default, when you start using Wix, you are given the option to choose either an ‘ADI’ site or an ‘Editor’ one.

Let’s take a look at the three main versions of Wix, starting with ADI.

Wix Artificial Design Intelligence (ADI)

The idea behind Wix ADI is to make it easy to build a website, even if you hate computers and have no IT skills at all.

Wix ADI creates your website by asking you some basic questions and collecting whatever information is available from an online search of your business.

Editing is done via a drag and drop user interface that automatically lays out the pages for you (see video below for a demonstration). For absolute web design novices, who just need something simple, it’s probably the best version of Wix to use.

Wix Editor

Wix Editor is the ‘standard’ version of Wix and offers you a lot more control over the design and features of your website than ADI. It’s roughly equivalent in complexity to using Microsoft Word to lay out a newsletter.

Velo by Wix

‘Velo by Wix’ (formerly known as ‘Corvid by Wix’) allows you to create database collections. If that sounds scary and not at all like something you’d ever want to do, then instead think of Data Collections as spreadsheets.

Velo lets you create a spreadsheet, and then create lots of web pages automatically using a template populated with data from the spreadsheet. It also allows you to add javascript, Application Program Interfaces (APIs), and custom page behaviors.

Velo is definitely on the more technical end of the spectrum — but even if you never use it, it opens up possibilities if you decide to hire a web developer down the line.

Is Wix mobile-friendly?

More and more internet users are accessing the web via smartphones, in some cases exclusively. This means mobile-friendliness is essential for your website.

With Wix, your website will look amazing on every screen with a mobile-friendly version of your website and makes much of your ability to customize the mobile-friendly view of your website.

Wix uses something called absolute positioning, which means web elements are positioned by pixel rather than relative to the user’s screen. Absolute positioning gives you more flexibility in positioning elements (text, images, forms and so on).

Google recommends responsive design too, as a way of ensuring good search results.

Competing platform Shopify uses responsive web design, meaning that your site adjusts itself automatically to display correctly across devices.

Wix ‘Editor X’ — a way to build responsive websites using Wix?

Wix recently released a BETA version of a new edition of their platform called ‘Editor X.’ Crucially, this allows you to build responsive websites. This is currently aimed at agencies and developers, but hopefully, some of the mobile-friendly functionality it provides will make its way into the other versions of Wix soon.

Do I have access to the code for my website? Can I change providers or export my website?

If you’re using the Wix ADI or Editor versions of the platform. Wix doesn’t allow you to access the code for your website, change or access the CSS files, or export your website to another provider. Velo does, however.

A workaround for exporting your site is possible by copying and pasting the content from it into another platform — fine for small to medium sites, but not so good for large ones.

You can export products, however (up to 5000 of them), so long as they are physical ones.

And speaking of products…let’s take a closer look at the e-commerce functionality that’s available in Wix.

5. E-commerce in Wix

You will need to be on a Wix Business Basic plan ($23 per month) or higher to sell products on your Wix site.

If you are, you’ll find that the platform does a pretty good job of making eCommerce accessible and ‘non-scary’ for entrepreneurs trying online selling for the first time.

Adding products in Wix.
Adding products in Wix

Getting started is quick and straightforward: enter the data, set up payment options, and off you go.

Core e-commerce functionality in Wix

Wix provides a reasonably good range of e-commerce features for small to medium-sized businesses.

The platform lets you:

  • sell an unlimited number of products (digital or physical), with 6 product options, in up to 300 variants

  • allow users to filter and sort your products

  • manage your store from your phone, using a mobile app

  • enter tracking information for physical products (via FedEx, UPS, USPS, or any other carrier you choose)

  • use an abandoned cart saver tool (this allows you to contact people who leave your site mid-purchase — usually with a discount code or other incentive to complete their transaction)

  • facilitate dropshipping (using apps like Modalyst, Spocket, Printful and Printify)

  • provide customers with real-time shipping calculations (Brazil and the U.S. only)

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Not all these features are available on the cheapest Wix e-commerce plan (‘Business Basic’) however — and you’ll probably need to upgrade to a ‘Business Unlimited’ or ‘Business VIP’ plan to make the most of them.

Let’s zoom in on a few key e-commerce features:

Selling digital products

Wix makes it particularly easy to sell digital products — a complete novice can build a website and start selling digital goods in an hour or so (provided they have already produced the product, of course!).

The platform provides built-in functionality for your customers to download their products, and sends automated emails to acknowledge purchases.

And, as discussed above, Wix is a useful tool for selling or renting video content.

Tax and shipping

Wix has reasonably flexible tax and shipping options. You can set up tax on a per-region basis, which you may need to do in order to adhere to different tax rules in US states and Canadian provinces; or support VAT MOSS (VAT Mini One Stop Shop) when selling digital goods to European customers.

Automated tax calculations are now available in Wix too, so long as you’re on a Business Unlimited plan or higher — although some annoying limits apply (100 transactions on ‘Business Limited’ and 500 on ‘Business Limited.’ A custom limit applies if you’re on an ‘Enterprise’ plan).

You can also set shipping rates per region, and configure rules to calculate shipping based on weight or price, as well as flat rate and store pickup.

Point of sale (POS)

Point of Sale lets you use Wix to sell not just online but in physical locations too, and sync your inventory as you do so (i.e., if you sell a product in a physical location, your inventory levels will be updated accordingly in the back end of your online store).

To facilitate POS, you must use either the Square or SumUp platforms in conjunction with your Wix site and live in a supported country.

Square is supported by Wix for users in the US, Canada, UK, Australia, and Japan.

SumUp is supported for Wix users in Belgium, Bulgaria, Cyprus, France, Germany, Ireland, Italy, Latvia, Luxembourg, Malta, Netherlands, Norway, Poland, Slovakia, Slovenia, Spain, Switzerland and the United Kingdom.

Depending on the country you live in, you can now use Square as a POS system for Wix.
Depending on the country you live in, you can now use Square as a POS system for Wix

Selling in multiple currencies

Multi-currency selling is possible in Wix. Given that you tend to generate more sales when selling in a site visitor’s local currency, this feature is very helpful.

There is a third-party app, the appropriately named ‘Currency Converter,’ which can show your products’ prices in another currency.

Payment gateways and transaction fees

A payment gateway is a piece of software that processes transactions on your online store.

Wix works with a reasonably large number of third-party payment gateways. The options vary depending on your location, but in total, around 45 are available, and these include big hitters such as Paypal, Stripe, Square, and Worldpay.

There’s also the option of using Wix’s built-in payment gateway, which is currently available in the following countries and currencies:

  • Austria (EUR)
  • Belgium (EUR)
  • Brazil (BRL)
  • Finland (EUR)
  • Germany (EUR)
  • Ireland (EUR)
  • Italy (EUR)
  • Lithuania (EUR)
  • Netherlands (EUR)
  • Portugal (EUR)
  • Spain (EUR)
  • Switzerland (CHF)
  • United Kingdom (GBP)
  • United States (USD)

6. Integration with Other Apps

Wix has an App Market with over 250 apps, some made by Wix and some by third parties.

The App Market is easy to use and provides lots of useful functionality you can add to your website, including online chat, popups, social media integrations and calendars.

The Wix app market.
The Wix app market

Another way to add functionality from third-party apps is by using an HTML block to insert a widget from one of those apps.

The range of integrations in Wix’s app market is less impressive than what you’ll find from other website building tools (Shopify, for example, has over 4000 apps in its app store; BigCommerce has around 875), but you’ll find a decent selection of integrations and add-ons here nonetheless.

7. Data Capture and Email Marketing

Wix provides some basic built-in forms for your customers to send you a message or provide contact information.

If you want custom forms that do more sophisticated things with your data, you’ll need to add the FormBuilder app to your site.

Contact data captured on your Wix website is automatically added to your website’s ‘contact list’. You can also import contacts or add them manually to this list.

An interesting Wix feature is built-in email marketing, something which is not yet provided by all of its key competitors.

Example of a newsletter created in Wix.
Example of a newsletter created in Wix

Wix allows you to send three e-newsletters per month to up to 5000 emails. This is actually pretty generous — not many email marketing apps provide you with this kind of free functionality.

If you want to do more sophisticated email marketing with Wix, this means upgrading to its ‘Ascend’ tool. This lets you broadcast more emails per month and make use of a variety of automations — emails that are triggered in various ways by actions made by visitors on a Wix site (purchases, form completions, live chat, etc.).

You can actually do some pretty sophisticated stuff using Ascend, and it’s very cheap by comparison to some of the leading email marketing tools — for example, it only costs $45 to send up to 1 million emails per month with Wix Ascend; with most of the leading email marketing solutions, you’d be looking at paying $1000+ per month to send those sort of volumes of emails.

The below video gives an introduction to the feature.

You can also connect Wix to an external email marketing tool provider (e.g. GetResponse, Keap, Constant Contact, Sendinblue, etc.) by adding an HTML block to your website.

8. Search Engine Optimization (SEO) and Analytics


Wix SEO functionality is generally good — it allows you to easily perform key SEO tasks, including:

  • adding alt text

  • adding meta descriptions

  • editing page URLs

  • creating 301 redirects

One SEO feature which may particularly appeal to SEO novices is Wix’s ‘SEO Wiz’ tool. This walks you through the key steps for optimizing your website for search engines, helping you to update your page titles, meta descriptions, alt text, and so on.

If you have no idea what all these SEO terms are, not to worry — Wix’s SEO Wiz explains what you are doing, and more importantly, why.

If you’re on a premium plan, SEO Wiz can also help you register your site with Google Search Console.

There are a couple of areas where I feel Wix could perform better in the SEO department, however.

My main gripe involves how mobile versions of its site display — as discussed earlier in this comparison, Wix creates separate views of your site for desktop and mobile, rather than using responsive design.

And responsive design — where you are dealing with one template that adapts its size automatically to the device it’s being viewed on — is preferred by Google to Wix’s ‘absolute positioning’ approach.

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Another omission in the SEO department is Wix’s lack of full support for Accelerated Mobile Pages (AMP). AMP pages load extremely quickly on mobile devices and can bring some SEO benefits when used (as well as improved conversion rates).

Although you can create AMP versions of your blog posts in Wix, you can’t currently display products in AMP format (something that contrasts negatively with the likes of BigCommerce and Shopify).

These SEO issues are not showstoppers, and despite these omissions, Google’s John Mueller is on record as saying Wix websites ‘work fine’ in search.

Generally speaking, the main things that will affect a Wix’s site performance in search results will be

But as something of an SEO purist I would still prefer it if Wix sites were fully responsive.

Analytics and conversion tracking

Wix has good support for analytics tools, providing built-in integrations for:

  • Google Analytics

  • Google AdWords

  • Google Tag Manager

  • Facebook Pixel

  • Yandex Metrica

You can use Google tag manager to implement any other third-party code, pixels or add custom code directly to your Wix site to track conversions.

9. Wix, GDPR and Cookie Consent Banners

NOTE: I am not a lawyer, so please note that the below observations should not be interpreted as legal advice, but I’m going to do my best to spell out some of the key GDPR issues facing Wix users below.

In the light of the EU’s relatively new GDPR laws, there are many steps that website owners now need to take to ensure that they are adequately protecting EU customers’ and visitors’ privacy.

There are serious financial penalties for not doing so (to the point where it’s sensible to consult a lawyer about what to do); and even if your business is not based in the EU, you still need to comply with the regulations if you are targeting EU users with your website.

Based on my understanding of the GDPR rules, the key priorities for prospective Wix store owners are to:

  • provide an adequate privacy policy and cookie notices

  • process and store data securely

  • get explicit consent from people signing up to mailing lists that it is okay to send them e-newsletters

  • provide a means to opt-in or revoke consent to use of non-essential cookies on a website (and to log that consent).

Wix currently falls down on the fourth requirement — cookie consent. To ensure GDPR compliance, you need to display a cookie banner to your visitors which

  • allows them to choose which cookies they want to run BEFORE those cookies are run (i.e., to give ‘prior consent’)

  • logs their consent to run cookies

  • allows them to revoke consent at a later stage.

Usually speaking, hosted website builders like Wix let you manage the first three requirements pretty well — but not the fourth one.

However, unlike many of its competitors, Wix actually handles cookie consent reasonably well — a built-in cookie consent banner lets you block cookies for quite a few popular marketing products before they are run.

These include cookies from Hubspot; apps created by POWr; and tracking cookies from Facebook Ads, Google Analytics and Google Ads.

However, you may struggle to achieve GDPR compliance if your cookie originates from:

10. Customer Support

When using Wix, I was able to find answers to almost everything I wanted to know by searching in Wix’s Help Centre, which contains a large library of articles and good search functionality. There is also excellent contextual help provided throughout the site.

In terms of the kind of support that’s available from Wix, the company provides customer service over the phone and via email, but there’s no live chat (the closest you’ll get to live chat is a bot chat option).

Not all of Wix’s key website builder competitors provide phone support — Squarespace and Jimdo being cases in point — so a thumbs up to Wix for doing so.

Phone support is available 24/7 for English-language users; or office hours, Monday-Friday in French, German, Italian, Japanese, Portuguese, Russian and Spanish. You will need to request a callback, which at least means you don’t need to wait on hold.

You can also submit an email ticket. Wix doesn’t commit to a timeline for answering these, simply promising to get back to you ‘as soon as possible’.  When I submitted a question, a member of the Wix customer service team got back to me at the start of the next business day.

If you are paying extra for VIP support, then you will jump the queue — so long as you use the email address associated with the account.

Pros & Cons

Below you’ll find a summary of the key pros and cons of Wix.

Wix Pros

  • Its drag and drop interface is pretty easy to use.

  • It’s reasonably priced.

  • A large range of templates is provided (800+), which are of high quality and feature useful sample content.

  • Whilst not as comprehensive in terms of e-commerce features as platforms like Shopify and BigCommerce, you nonetheless get quite a lot of bang for the buck in terms of selling features.

  • A built-in email marketing tool is provided in Wix, and it’s surprisingly good value.

  • Wix includes a wide range of professionally shot photographs for use on your site.

  • You can enhance basic functionality easily thanks to a good range of integrations in Wix’s app market.

  • Phone support is available, which is not the case with several other leading website-building tools.

  • The lack of responsive website design aside, its SEO features are pretty good.

  • The ‘ADI’ version of Wix is very easy to use and well suited to website design novices.

  • A reasonably well-stocked app store is available to beef up the functionality of your store.

  • A free domain name is included with your first year of service on most plans.

  • A totally free version is available (you will find the link at the end of this review)

Wix Cons

  • You can’t apply another template to your site after you’ve built it.

  • You can’t create a GDPR cookie consent banner for Wix without resorting to a third-party tool.

Wix — Free Trial

As discussed above, a reasonably generous (but advert-supported) free plan is available from Wix.

You can Sign up for this Free Plan Here

Wix Review: Summary

Wix is a well-featured product that allows a small business without a large budget to create a website with a lot of functionality. For a relatively low fee, you can build a site that features an online store, a blog, email marketing, galleries, appointment booking and much else besides.

The platform is reasonably easy to use — there are lots of well-designed wizards, support tools, training videos, and help files that provide very effective hand-holding for even the most nervous of users.

Wix is an excellent choice for a small business or individual wanting to quickly create an attractive online store with a lot of features without breaking the bank — if you find yourself in that category, you’ll be pleased with the range of ‘out of the box’ functionality that Wix provides.

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Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.