Shopify vs Etsy vs Wix: A Comprehensive Comparison

This article aims to help you make the most informed decision of choosing which ecommerce platform is the best fit for your business by comparing three leading platforms: Shopify, Etsy, and Wix.

Key Takeaways

• Shopify is a comprehensive e-commerce platform best suited for online retailers and entrepreneurs planning to scale up their businesses. 
• Etsy’s ease of use makes it a great starting point for individuals new to online retail and creators of unique, handmade, and vintage items.
• Wix, a user-friendly website builder with integrated e-commerce capabilities, is ideal for small business owners who prioritize website design and wish to sell a smaller range of products online.

Shopify vs Etsy vs Wix: The key difference

Shopify, Etsy, and Wix, while all strong players in the e-commerce space, offer unique solutions tailored to different needs. 

Shopify stands out as a robust, all-encompassing platform designed to support online retailers regardless of their scales. It excels in providing comprehensive sales tools, inventory management, and SEO features, with a strong emphasis on scalability, making it ideal for businesses aiming to grow.

On the other hand, Etsy functions as a marketplace for creators of unique, handmade, and vintage items. It offers a ready-to-use platform that taps into a well-established audience, making it an excellent choice for small businesses and hobbyists. The platform handles the heavy lifting of payment processing and transaction security, allowing creators to focus on their craft.

Meanwhile, Wix, originally a versatile website builder with newly-added integrated e-commerce capabilities, is best suited for those prioritizing web design and aesthetics. Its user-friendly interface and customizable design options make it perfect for small businesses and entrepreneurs wanting a beautiful online store without needing advanced technical knowledge. While its e-commerce functionality may not be as robust as Shopify’s, it can effectively handle a smaller range of products.

Shopify vs Etsy vs Wix: Pros and Cons

Shopify

Pros

• Extensive customization options: Shopify allows you to fully customize your online store’s design and layout, providing a unique shopping experience for your customers.
• Robust app store: With over 8,000 apps available, Shopify App Store offers a wide range of tools and integrations to enhance your store’s functionality.
• Scalability: Shopify is built to handle businesses of all sizes, from small startups to enterprise-level companies. Its infrastructure can support high volumes of traffic and transactions without compromising performance.
• No transaction fees on Shopify Payments: When using Shopify Payments as your payment gateway, you won’t incur additional transaction fees, saving you money in the long run.

Cons

• Monthly subscription fees: Unlike some other platforms, Shopify requires a monthly subscription fee that can be costly for new start-ups. However, the cost is justified by the platform’s extensive features and capabilities.
• Learning curve: Shopify’s robustness can be overwhelming for beginners, requiring a learning curve to fully utilize its capabilities. However, comprehensive documentation and customer support are available to assist you along the way.

Overall, Shopify offers a powerful and flexible platform for building and scaling your online store. Its extensive customization options, app store, and scalability make it a top choice for businesses of all sizes.

Etsy

Pros

• Dedicated marketplace: Etsy provides access to a large and dedicated audience specifically interested in handmade, craft, and vintage items.
• Established brand and reputation: Etsy has built a strong brand presence and reputation as a go-to destination for unique and artisanal products.
• Simplified setup: Setting up an Etsy shop is relatively straightforward, making it an ideal choice for beginners or those who want to quickly start selling online.

Cons

• Limited customization options: Etsy’s design and layout options are more limited compared to platforms like Shopify, as the focus is on maintaining a consistent look and feel across the marketplace.
• Transaction fees: Etsy charges a high transaction fee on each sale in addition to listing fees. These fees can add up, especially for high-volume sellers.
• Less control over branding: With an Etsy shop, you have limited control over your brand’s visual identity and the overall shopping experience as you operate within the Etsy marketplace.

Etsy’s dedicated marketplace and its focus on handmade and vintage items make it an attractive option for artisans and crafters. However, sellers should consider the transaction fees and limited customization options before committing to the platform.

Wix

Pros

• Easy-to-use website builder: Wix’s drag-and-drop interface and intuitive design tools make it a user-friendly platform, even for beginners with no technical expertise.
• All-in-one solution: Wix offers a range of features beyond eCommerce, including blogging, SEO tools, and social media integration, allowing you to build a comprehensive online presence.
• Affordable pricing plans: Wix’s pricing plans are relatively affordable, making it an attractive option for budget-conscious individuals or small businesses.

Cons

• Limited eCommerce capabilities: While Wix offers basic eCommerce functionality, it may not be suitable for businesses with more complex needs or high-volume sales.
• Less flexibility for customization: Compared to platforms like Shopify, Wix has more limitations when it comes to customizing your online store’s design and layout.
• Limited scalability: Wix’s infrastructure may not be as scalable as Shopify, which could pose challenges as your business grows.

Shopify vs Etsy vs Wix: In-depth Comparison

Pricing

Shopify

Subscription fees

Currently, Shopify offers 5 pricing plan with an offer of first three months for $1/mo

• Starter Shopify: For $5/month, users can add a “Buy” button and sell directly through their social media accounts. 
• Shopify Basic Plan: For $39/month, it offers basic sales reports, 1000 inventory locations, and 2 staff accounts. In addition, this plan also offers 24/7 support and access to sales channels on social media.
• Advanced Shopify Plan: For $399/month, Shopify’s Advanced plan offers ecommerce features like advanced reports, computed shipping rates, tariffs, and import taxes.
• Shopify Plus Plan: Advanced Shopify Plan capabilities are included in the tailored plan called Shopify Plus, which is created for high-volume businesses. It also offers unlimited staff accounts, improved security, and priority support.

Additionally, you can opt for annual subscriptions with 25% discount.

Shopify also offers new sellers a 3-day trial without requiring a credit card and $1 each month for your first three month. During the trial, you will have access to all of the features in any Shopify plan to decide if it is the best fit before committing to a specific plan. You can click here to see more of this deal. 

Read more:

Shopify Pricing Plans: How To Choose The Right Plans

Transaction fees

Shopify charges a variable transaction fee depending on your chosen plan: 

• 2.9% + 30¢ for the Lite & Basic Shopify plan
• 2.6% + 30¢ for the Shopify plan
• 2.4% + 30¢ for the Advanced Shopify plan. 

These fees apply to online credit card rates. However, if you use Shopify Payments, Shopify’s in-house payment gateway, these transaction fees are waived, though you’ll still pay credit card processing fees.

Etsy 

Subscription fees

When a seller joins Etsy, they automatically have access to Etsy Standard, a free suite of tools and capabilities. Signing up for Etsy Plus or Pattern, with additional features, is completely optional. Listing below is Etsy’s current subscription plans.

• Standard – Free: All Etsy users have access to the seller dashboard, where you can track orders, contact with customers, and receive notifications about important concerns, such as expired listings. You may also check statistics such as how many people have visited your shop and how much revenue has been produced.
• Plus – $10/month: Etsy Plus includes 15 listing credits per month (worth $3), a $5 Etsy Ads credit, and discounts on shipping boxes and business cards. You may also provide replenishment alerts to customers and personalize your shop page with banner graphics and featured items.
• Pattern – $15/month: In addition to all Plus functions, Pattern allows you to create your own website with a unique domain name while still listing things on Etsy and managing your store from the Etsy dashboard.

Transaction fees

All Etsy plans require sellers to pay the following fees:

• New listing fee: One-time fee of 20 cents. Listings expire after four months.
• Transaction fee: 6.5%.
• Payment processing fee: 3% plus 25 cents per transaction.

In other words, you’ll pay 9.5% plus 45 cents in fees on each sale. This is significantly expensive than Shopify’s transaction fees!

Compared to Shopify, Etsy’s fees, including $15/month for Etsy Pattern, can outweigh its benefits when it comes to total accumulated costs. Looking at a short-term, Etsy can be cheaper compared to Shopify; however, if you are a high-volume business owner, the listing fees can cost you a lot more than expected.

Wix

Subscription fees

Wix provides a free plan with limited features, Wix branding, and no e-commerce functionality. If you need e-commerce capacity, Wix offers 3 premium for ecommerce purposes. 

You must select one of three Wix e-commerce and the company plans to take online payments on your Wix website. These plans are priced as follows:

• Business Basic: $27/ month
• Business Unlimited: $32/ month
• Business VIP: $59/ month

Transaction fees

When you sell a product on your Wix site, you keep all the revenue except for the payment processor’s fee. Wix Payments, Wix’s payment provider, charges a processing fee for each transaction (typically around 2.9% + 30 cents in the U.S., but this can vary by country). Other payment providers, such as PayPal or Stripe, have separate fees, which you’ll need to account for if you choose to use them.

It’s worth noting that to use Wix Payments or any other payment provider, you need to be on one of Wix’s premium business plans. However, these plans offer additional benefits, such as accepting online payments, removing Wix ads, increasing storage, and more.

The absence of transaction fees means more of your hard-earned revenue stays with you. This fact alone makes Wix an attractive platform for small businesses and entrepreneurs. 

Additional fees

The following functionalities are not included in standard Wix plans. If you need to purchase a domain or professional email address, or if you want a more advanced analytics dashboard, you may incur additional costs.

Wix Domain Cost

You must pay an additional annual fee to have a custom domain name for your website. A paid Wix plan’s monthly fee just covers website hosting. Domain prices vary depending on the type of domain extension, the length of your term, the amount of privacy protection, and the currency and tax rules in your country.

Wix Email Cost

If you want your email address to include your website’s domain name, such as [email protected] rather than [email protected], you may get a professional email mailbox through Google Workspace for as little as $6 per month, per user.

Wix Ascend Cost

With email marketing, lead form captures, social media scheduling, and other features, Ascend by Wix can help you advertise your business. It connects directly to your Wix site, allowing you to monitor analytics and implement automation without leaving the platform.

Wix provides three Ascend plans: Basic ($10/month), Professional ($24/month), and Unlimited ($49/month). The Unlimited plan allows you to schedule unlimited campaigns, forms, automation, and social posts, whereas the other plans have a restriction.

Premium Apps

Wix features approximately 60 free apps, but you must pay if you want to use any premium apps. Premium apps range in price from $3 to $20 per month. Because most apps include both a free and a premium edition, you can trial the free version before investing in the paid version.

The Verdict

Shopify is the winner in terms of pricing in a longer run. 

Sales Features

When running an online store, certain sales features are crucial for success. Let’s compare the sales capabilities of Shopify, Etsy, and Wix.

#1. Payment Options

• Shopify: Shopify supports over 100 payment gateways globally, allowing you to offer your customers a wide range of payment options. Additionally, Shopify Payments is available in select countries, providing a seamless and secure payment processing solution.
• Etsy: Etsy offers various payment options, including Etsy Payments, which allows customers to pay using credit cards, debit cards, and Etsy gift cards. Sellers can also offer alternative payment methods, such as PayPal.
• Wix: Wix supports multiple payment gateways, including Stripe, PayPal, and Square, giving your customers flexibility in choosing their preferred payment method.

#2. Abandoned Cart Recovery

• Shopify: Shopify offers automated abandoned cart recovery, allowing you to send personalized email reminders to customers who have left items in their carts without completing the purchase. This feature helps recover lost sales and improve conversion rates.
• Etsy: Etsy does not currently offer a built-in abandoned cart recovery feature. However, you can manually reach out to customers who have left items in their carts to encourage them to complete the purchase.
• Wix: Wix does not have a native abandoned cart recovery feature, but you can use third-party apps or integrations to implement this functionality.

#3. Shipping Options

• Shopify: Shopify provides robust shipping options, allowing you to set up customized shipping rates based on weight, location, and order value. It also integrates with major shipping carriers, simplifying the shipping process.
• Etsy: Etsy offers shipping profiles that allow you to set up standardized product shipping options. You can define shipping costs based on destination, weight, and dimensions.
• Wix: Wix provides basic shipping options, allowing you to set up shipping rates based on weight or price. However, it may not be as customizable or feature-rich as Shopify’s shipping capabilities.

#4. Product Options and Variants

• Shopify: Shopify allows you to create product options and variants, such as size, color, or material. This flexibility enables you to offer a wide range of product variations and customize the shopping experience for your customers.
• Etsy: Etsy also supports product variations, allowing you to create listings with different options, such as size or color. However, the number of variations you can offer for each listing may be limited.
• Wix: Wix provides basic product options and variants, allowing you to define different options for your products, such as size or color. The number of variants you can create on Wix is more than Shopify (without an aid of a third-party app).

#5. Product import and export

• Shopify: Shopify offers seamless product import and export options, allowing you to manage your product catalog efficiently. You can import products from other platforms or export your product data for analysis or migration.
• Etsy: Etsy provides tools to import and export your product listings, making it easy to migrate your Etsy store or manage your inventory using external tools.
• Wix: Wix enables you to import and export your product data, simplifying setting up your online store or transferring your product information.

#5. Point-of-sale (POS) functionality

• Shopify: Shopify offers a fully integrated point-of-sale (POS) system, allowing you to sell in-store and online seamlessly. With Shopify POS, you can manage your inventory, process payments, and synchronize your online and offline sales.
• Etsy: Etsy does not have its own native POS system. However, it integrates with various third-party POS solutions, enabling you to sell in-person at craft shows or other events.
• Wix: Wix offers POS solutions tailored to your business needs. It is cloud-based and needs an internet connection to process credit card payments or sync inventory across your sales channels. It also integrates with Wix Payments and other payment processing integrations like Lightspeed Retail, Clover, ERPLY, and Vend.

The Verdict

Shopify is the overall winner in terms of sales features.

SEO & Marketing features

Search Engine Optimization (SEO) features

• Shopify: Shopify provides built-in SEO features, including customizable meta tags, URL structure, and sitemap generation. It also offers advanced SEO tools and integrations, such as SEO apps and integrations with popular search engines like Google.
• Etsy: Etsy has built-in SEO features designed to optimize your shop and product listings for search engines. It provides fields for adding relevant keywords, descriptions, and tags to improve your shop’s visibility.
• Wix: Wix offers SEO tools to optimize your website for search engines. It provides customizable meta tags, URL structures, and sitemap generation to enhance your site’s search engine visibility. Wix does take advantage of a website builder, so SEO tools in Wix are more robust than the two competitors.

Email Marketing

• Shopify: Shopify offers built-in email marketing tools, allowing you to create and send email campaigns to your customers. It includes features like automated email workflows, abandoned cart recovery emails, and customer segmentation.
• Etsy: Etsy does not offer native email marketing tools and not disclose your customers’ data, so you don’t have much control over this aspect.
• Wix: Wix provides email marketing capabilities through its Ascend suite of tools. It allows you to create and send email campaigns, automate email workflows, and track email performance.

Discover: 16 Best Shopify Email Marketing Apps That You Should Try Now

Social Media Integration

• Shopify: Shopify offers seamless integration with popular social media platforms, allowing you to sell products directly on social media channels like Facebook and Instagram. It also provides social media marketing tools to manage and track your social media campaigns.
• Etsy: Etsy integrates with social media platforms, enabling you to showcase your products and drive traffic to your Etsy shop. However, it does not have built-in social media marketing tools.
• Wix: Wix provides social media integration, allowing you to connect your website with your social media profiles. It also offers social media marketing tools to manage and track your social media campaigns.

Product Reviews

• Shopify: Shopify has built-in product review functionality, allowing your customers to leave reviews and ratings for your products. Positive reviews can boost trust and encourage more purchases.
• Etsy: Etsy has a robust review system, where customers can leave feedback and ratings for your products and shop. Reviews play a crucial role in building trust and credibility within the Etsy community.
• Wix: Wix does not have native product review functionality. However, you can integrate third-party review apps or widgets to collect and display customer reviews on your website.

Analytics and Reporting

• Shopify: Shopify provides comprehensive analytics and reporting tools, allowing you to track your store’s performance, monitor sales trends, and gain insights into customer behavior. It offers detailed reports on sales, traffic sources, and conversion rates.
• Etsy: Etsy provides basic analytics and reporting, including data on views, visits, and orders. However, the level of detail and customization may not be as extensive as Shopify’s reporting capabilities.
• Wix: Wix offers basic analytics and reporting features, providing insights into your website’s performance, visitor behavior, and sales. However, it may not offer the same level of depth and customization as Shopify’s analytics tools.

Blogging features

• Shopify: Shopify includes a built-in blogging platform, allowing you to create and publish blog posts alongside your online store. Blogging is an effective way to drive traffic, engage with your audience, and boost your store’s SEO.
• Etsy: Etsy does not have a native blogging platform. However, you can link to external blogs or create content-rich product descriptions to provide additional information and context to your customers.
• Wix: Wix offers a fully integrated blogging platform, allowing you to create and publish blog posts as part of your website. Gaining a reputation as a website builder, Wix does have the most robust blogging features compared to Shopify and Etsy.

Apps and Integrations

Shopify 

Shopify has a robust app store with over 8,000 apps ranging from marketing and sales tools to inventory management and customer support. This extensive app ecosystem allows you to customize your store and add features specific to your business needs. In addition, Shopify can integrate with both Wix and Etsy.

Etsy 

Etsy does not have an app store. However, it offers integrations with various third-party services, such as shipping carriers, accounting software, and inventory management tools, to streamline your business operations.

Wix

Wix offers a marketplace with various apps and integrations to enhance your website’s functionality. While the selection may not be as extensive as Shopify’s app store, it provides essential tools for eCommerce, marketing, and business management

The Verdict

Shopify wins in this aspect with its app store that supports all the business needs.

Ease of Use

Shopify 

Shopify’s user interface and design is intuitive and user-friendly, making setting up and managing your online store relatively easy. The platform provides comprehensive documentation and customer support to assist you throughout the process. 

Etsy 

Etsy is designed to be user-friendly, with a simplified setup process and an intuitive interface. It’s an excellent choice for beginners or those looking for a hassle-free way to start selling online.

Wix

Wix’s drag-and-drop website builder makes it easy for anyone to create a professional-looking website, including an online store. Its user-friendly interface and intuitive design tools require minimal technical expertise.

The Verdict

Etsy is the winner in this aspect as the platform controls much over your design and setup.

Scalability

Shopify 

Shopify is built to handle businesses of all sizes, from small startups to enterprise-level companies. Its infrastructure can support high volumes of traffic and transactions without compromising performance. With its extensive app store and customizable themes, you can scale your store’s functionality and design as your business grows.

Etsy 

Etsy’s scalability is limited to the marketplace environment. While you can expand your product catalog and optimize your listings, you operate within the framework of the Etsy marketplace. It may not be as suitable for businesses with plans for extensive growth or advanced customization.

Wix

Wix offers scalability options for small to medium-sized businesses. However, it may not be as robust or scalable as Shopify, especially if you anticipate significant growth or complex eCommerce requirements.

The Verdict

When it comes to scalability, Shopify is the clear winner of this. Taking the story of Gymshark as an example, their success is the proof of Shopify’s ability to support business to scale up.

Help and Support 

Shopify 

Shopify provides 24/7 customer support via live chat, email, and phone. Their extensive documentation, knowledge base, and community forums are valuable resources for finding answers to common questions and troubleshooting issues.

Etsy 

Etsy offers customer support through its Help Center, community forums, and email. While they may not provide 24/7 support, their resources and knowledgeable community can help you find the assistance you need.

Wix

Wix offers customer support through their Help Center, support tickets, and phone. They also provide a community forum and a vast collection of articles and tutorials to help you navigate the platform.

The Verdict

When it comes to help and support, Shopify’s 24/7 customer support and extensive documentation make it a top choice for businesses needing reliable assistance. 

Security

Shopify 

Shopify provides robust security measures to protect your online store and customer data, complying with the PCI Standard. It encrypts sensitive information, offers secure payment options, and complies with industry standards and regulations.

Etsy 

Etsy takes security seriously and implements measures to protect your shop and customer data. It uses encryption protocols and secure payment gateways to ensure secure transactions using Transport Layer Security technology (TLS) and tokenized with their own credit card processors. 

Wix

Wix prioritizes the security of your online store and customer data. It implements measures such as SSL encryption, secure payment gateways, and compliance with industry standards.

The Verdict

Shopify’s extensive security measures and compliance with industry standards make it a top choice for businesses with stringent security requirements.

Themes and Designs

Shopify 

Shopify provides a wide range of professionally designed themes, both free and premium, to help you create a visually appealing online store. These customizable themes allow you to tailor the design to match your brand’s identity and aesthetic.

Etsy 

Etsy offers limited customization options for the design of your shop. While you can upload a shop banner and icon, and in addition to Pattern users, create their own website, the overall design’s copyright is consistent with the Etsy marketplace’s policy.

Wix

Wix, being a website-builder from their initial launch, offers a vast collection of visually stunning website templates, including eCommerce-specific themes. These templates are fully customizable, allowing you to create a unique and branded online store.

The Verdict

When it comes to themes and designs, Shopify and Wix offer more customization options and a more comprehensive selection of professionally designed templates compared to Etsy. However, with the introduction of Etsy Pattern, Etsy can finally compete with Wix and Shopify despite their lack of experience in this aspect.

Shopify vs Etsy vs Wix: Table Comparison

Overall Winner: Shopify

Shopify, hands down, is the winner when it comes to scalability and business support. Despite its high cost, the benefit that comes in the package can overshadow the cost you pay for their service. Seamless payment, 24/7 customer support, a user-friendly interface, and a myriad of applications to need your business demand will help your business comes a long way.

Shopify vs Etsy vs Wix: Which ecommerce platform is best for you?

Shopify is ideal for:

• Small business owners or First-timer that want to expand their business in the future and seek online sales regardless of products or services
• Enterprise business that wants to build their online presence (Heinz, Hyatt Hotels, Fitbit,  Lindt & Spruengli)

Etsy is ideal for:

• Hobbyists and craftsmen who want to focus on their specialties handmade craft business.

Wix is ideal for:

• Designers need a content-focused website builder that, at most, needs basic e-commerce functionality.

Shopify Vs Etsy Vs Wix: FAQs

Shopify vs Etsy vs Wix: Conclusion

Shopify is a fantastic solution if you’re looking for a turnkey solution with sophisticated customization possibilities and a strong app ecosystem. Despite the higher initial costs to set up, the services and functions that Shopify offers can outweigh and justify those costs in the long run, making it ideal for serious entrepreneurs. 

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