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Shopify vs Wix - Best E-commerce Platforms For Fashion & Beauty Brands in 2022

Are you interested in starting a Fashion or Beauty Online Business, but not sure which e-commerce platform or website builder to use? In this post I break down the top two most popular website builders, Shopify and Wix, to help you figure out which platform is best for your business.

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Ease Of Use

Both Shopify and Wix are pretty easy to use and navigate so that you can create your own website in a matter of minutes. The drag and drop functionality makes designing your website a breeze. Both platforms also have a great library of tutorials to help you with your set-up.

Wix Store

What I really like about the Wix platform is the step-by-step guided sessions. They really have a way of breaking down each feature so that you do not miss anything.


Many people tend to think Wix is one of the easiest website builders, and I agree. Both platforms are easy, but Wix is the easiest (which probably explains why I have 7 Wix websites and only 1 Shopify Store). However, this is only the case because the platform itself is pretty basic. You should understand the needs of your business before making a decision based on “ease”. If you are a product based business, it is worth it to spend the extra “minutes” setting up Shopify.


Shopify has a quality selection of 80 well-design themes to choose for your site, 8 of which are FREE. All themes are modern, sleek, responsive, AND mobile friendly. You can demo each theme to get a real time customer experience. You can also view other stores that are currently using the theme to see how they were able to customize it for their business.

The only con I see here is that Shopify has increased the prices of their paid themes. Previously you could find a nice one for up to $180. Now the themes range from $220-$350.

Shopify Themes
Shopify Themes

Wix, on the other hand, has 500+ customizable website templates that are FREE, no extra fees for “premium” themes. Most of their themes are well-designed, clean, and modern. The only downside here is that their themes are not the most responsive and the mobile experience for e-commerce stores could be improved. Definitely factor in time to manually rearrange mobile elements before publishing your website, so that overlapping does not occur.

Also, from a customization standpoint Shopify templates are a lot easier to code, especially for beginners. Wix is not as intuitive.


Shopify templates are definitely built for e-commerce stores and therefore have the better themes. While it is a one-time investment, you can find comfort that you are getting the best quality web design. Wix is not as flexible.


Both Wix and Shopify have an extensive marketplaces with apps that will enhance your website. The main difference is that Shopify apps are geared for growing your online sales as they only focus on e-commerce, whereas Wix apps help improve your overall website.

Shopify App Store
Shopify App Store


Ultimately it depends on your business needs. However, I will say many 3rd party app developers design their app with Shopify in mind so you can easily find an app with a seamless integration. Not many popular apps integrate with Wix seamlessly.

Search Engine Optimization (SEO)

Both Shopify and Wix provide great SEO support.You can edit your page titles, descriptions, headings, alt texts and redirects pretty easily.

Wix SEO Guide
Wix SEO Guide

Wix has a great step-by-step guided session that walks you through the SEO content for all of your pages. While Shopify isn’t as granular, the capabilities are all the same.

Verdict: Both Platforms do a great job with managing SEO.


Both platforms have very detailed tutorials, knowledge based centers, and 24/7 Chat support


After using both, Shopify’s team provided more thorough and helpful answers in a timely fashion.


The basic plans of both platforms are comparable in price. Wix’s Basic plan starts at $27 per month while Shopify’s plan starts at $29 per month. While Wix’s plans are cheaper overall, Shopify’s features are well worth the investment. However, if you have interest in creating a website with the least amount of money possible, Wix may be the way to go.

My Overall Verdict

I recommend using are Shopify for e-commerce and Wix for everything else!

Shopify is the number one e-commerce platform for product based business. It is so easy to use, the analytics are easy to understand, and there are thousands of integrations that will help enhance and grow your business.

Wix has come a long way and they continue to get better and better. Wix is great for service based businesses, professional websites, and even blogs. It does have an e-commerce component as well but Shopify is the GOAT.



Hi, thanks for stopping by!

I'm Brittany, a Fashion Entrepreneur based in Maryland (PG County Native). I help grow the online businesses of luxury fashion and beauty brands by teaching effective e-commerce strategies and digital marketing practices.​

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