Wix Review: Pros & Cons of the Market Leader

Is Wix a good website builder? Read our full Wix review with pros & cons, complaints, recommended use, FAQs, & more to find out!

Wix Website Builder Review

eCommerce compatible:Yes
Free trial:Yes
Drag & drop:Yes
# of templates:500
SEO Friendly:Yes
Money-Back Guarantee:14 days

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A Quick Overview:

Wix is a website development platform that is primarily focused on making the process of building a website as simple & easy as possible. Next to WordPress, it's the most successful website builder out there and well known due to their advertising campaigns, which even aired for the Superbowl.

Anyone can use the drag-and-drop interface to create anything from a one-page website to a multi-category eCommerce store. Complete beginners will appreciate Wix ADI, which is an even easier way to get started: you simply answer a couple of questions about your project so their intelligent builder can create a site for you in less than 10 minutes.

The platform also integrates well with other apps and services from the Wix App Market. This allows various additions to your website such as social media feeds, contact forms, and embedded HTML.

While Wix has many impressive features, it also has a few downfalls. One of these downfalls is its blog feature which loads slowly at times and does not compare well to its competitors like Squarespace and Webflow. Support can also be tough to deal with sometimes, requiring several attempts to get issues solved. Overall Wix is a great website builder for building stunning websites if you are willing to overlook the few issues it has.

What are Wix's pros?

  • One of the best website builders on the market
  • Good SEO options to achieve high rankings on Google
  • The drag and drop interface makes it very user-friendly and easy to learn
  • There are over 500 customizable templates to choose from
  • The Wix App Market makes it possible to extensively customized your website
  • Ecommerce is affordable and ideal for smaller online stores
  • Build membership areas and even sell subscriptions for them

What are the disadvantages?

  • The free plan has a large Wix ad displayed on the website and the URL you get is very long
  • Wix sites generally don't load very fast
  • Wix has increased its price frequently in recent years, making less affordable
  • The templates are not fully responsive but do offer a mobile version
  • Personal support can be hit and miss (even though they have a decent knowledge base)
  • The blog feature not robust enough to handle very large amounts of content

The bottom line ?

Wix is a great choice for small business owners who want to build their own website at a fair price. They charge more than most competitors, but they also offer a unique range of features. It is a well-known platform in the world of website builders. Their focus is on convenience and a do-it-yourself (DIY) interface that is easy to learn, makes it easy to create your own website fairly quickly.

As with anything, while there are pros, there are also a few cons with this website builder. It is important to note that Wix’s blog feature is far from perfect. The blog platform tends to be slow, especially once you add more and more pages. The blog also misses a good commenting feature; the one that Wix offers forces your readers to sign up for an account, which is very inconvenient.

Another con to Wix is that their free plan has a big Wix ad displayed on it, which looks unprofessional for businesses (the same goes for the long and ugly domain you'll get: But, especially for businesses, it's advisable anyway to have an ad-free website and your own domain name.

If these two main downfalls are ones that you can look past, then Wix may be an excellent website builder for you. It is also an affordable option for those looking to build an ecommerce store. With 150 million users and growing, Wix still remains a leader in the space of website builders and won't disappear anytime soon.

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Wix Website Builder Video Review ?

This video review gives you a good overview of how Wix works and what you can (and can't) expect:

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Expert Opinion – Our In-Depth Review of Wix

The Wix website builder was founded in Tel Aviv, Israel back in 2006. Wix has grown from having just about 1 million users in 2009 to currently having over 150 million users in 190 countries across the globe.

The site has roughly 45,000 new sign-ups daily and is listed on the NASDAQ stock exchange. It wouldn't have been a bad investment, actually! Within three years (2017 – 2020) Wix's stock more than tripled, partly because of the COVID-19 crisis.

But you are probably more interested if Wix is the right choice for your website. Let's start to answer this by checking out their prices:

Plans & Features – Which One is Right For Me? ?

Wix heavily markets its free plan which is free for life. While Wix doesn’t force its users to upgrade to a premium plan, most users will need to upgrade anyway. That is in order to remove Wix ads and connect their own domain to their website, along with gaining access to many other paid features and benefits.

Apart from Wix’s free plan, they currently offer a confusing array of 8 different premium plans – namely, Combo, Unlimited, Pro, VIP, Business Basic, Business Unlimited, Business VIP, and even an extremely expensive Enterprise plan, which we will ignore in this review. Outside the US there is even another low-cost plan called Connect Domain.

These plans can either be billed monthly or yearly. It is also important to note that while Wix offers Email Accounts, Domain Names, and third-party Apps, the cost of these services is not included in the cost of your plan but rather, it will be charged as an additional cost.


WEBSITE Plans:Yearly Subscription:Monthly Subscription:Compare:
Connect Domain$5/mo$7.50/moView Details
Combo (Recommended)$16/mo$18/moView Details
Unlimited$22/mo$23/moView Details
Pro$27/mo$27/moView Details
VIP$45/mo$47/moView Details


ECOMMERCE Plans:Yearly Subscription:Monthly Subscription:Compare:
Business Basic (Recommended)$27/mo$28/moView Details
Business Unlimited$32/mo$33/moView Details
Business VIP$59/mo$56/moView Details

Website Plans

Connect Domain: The first thing to know is that this plan is only available outside the US (don't ask me why). The main difference between this plan and the free plan is the ability to connect your own domain to your Wix website. This plan also gives you 1GB bandwidth and 500MB storage. On the downside, you will still have Wix ads displayed on your website which will look quite unprofessional if your website is for business purposes.

Combo: This plan will give you 2GB Bandwidth, 3GB Storage, the ability to connect your domain name, removal of Wix ads, and a customized Favicon. Yearly subscriptions include a free domain name for 1 year (it's around $15 per year after that). This plan would be right for you if you are aiming to create a professional-looking website without ecommerce.

Unlimited: Suggested by the name of this plan, a major benefit that it offers is unlimited bandwidth, meaning you can have as many visitors as you like. Some other features include 10GB storage, everything the lower plans include, a free Premium Form Builder App and a free Premium Site Booster App. If you can live without the additional apps (you probably can) and won't have thousands of visitors right from the start, you don't really need Unlimited.

Pro: This plan increases your web storage to 20GB and also adds 2 hours of video storage (keep in mind that you can always embed YouTube videos at no additional cost). In addition, you also get a free logo with Wix's Logo Maker. Is it worth the extra cost you are asking?  Probably not.

VIP: We mentioned that Wix's support can be challenging at times. Using the VIP option lets you skip the support line. It still doesn't include live chat support, unfortunately, but you'll be able to call Wix. If fast support is important to you, Wix VIP may be a good option.

Ecommerce Plans

Business Basic: For this entry-level ecommerce plan, the storage is also 20GB, while there is no bandwidth limit. This plan is suitable if you want to display and sell products on your website. If your store is relatively small (less than 100 items), it will get the job done nicely.

Business Unlimited: In comparison to the Basic plan your storage will go up to 35GB, which is pretty much the only improvement (next to 10 video hours that are also included). Unless you really need the additional storage you can ignore this option.

Business VIP: Similar to the Website VIP plan, you will enjoy priority (telephone) support. It's very expensive but might be worth it if you require fast support.


Account Management – Tools, Features, & Editor

wix dashboard

The first page that you land on when you sign in to your Wix account is your dashboard. From here you can manage all the Wix applications that you have on your website. If you have a blog on your website, you can access the Blog Manager from here instead of going into the Editor. This can be quite useful if you update content frequently.

From this page, you will also access your general settings. There you'll be able to set up your domain name and email addresses (requires a premium plan). Wix does the mailbox feature through Google Workspace but it is quite convenient that they offer all these services in one place. You can also manage Roles and Permissions, SEO, and your Wix Store if you have one.

wix settings

At the top left- hand corner of the page, you will see a section that says “My Sites”. If you have created more than one website on your Wix account, this is where you will find the other websites. Once you have selected the website that you want to work on, click “Manage Site”. Under site actions you can now go to “Edit Site”, where you will be led to the Wix Editor:

wix editor

Now you can fully customize your website. Change background images, texts, organize your pages, add apps from the App Market and much more.

Wix Editor Vs. Wix ADI

When you begin to create your website for the first time, you will need to select what type of website you are creating, then you will be asked to select between using Wix Artificial Design Intelligence (ADI) and using the Wix Editor.

wix adi vs wix editor

If you choose Wix ADI, the first thing you’ll have to do is answer several questions about yourself and your business. The interface will then use that information to search for and compile additional information to create your profile. You can choose this profile or skip it and move on to selecting your color theme which is the final step. The Wix ADI will then create a complete one-page website with sample images that you can easily replace.

If you choose to create your website with the Wix Editor, all you have to do is select a template. Wix has over 500 templates so this may take some time. After you’ve chosen a template, you’ll be directed to the standard Wix Editor screen where you can begin customizing your website using the drag and drop interface.

Wix ADI was introduced in Fall 2016 and is great for users who have a lot of information on the internet about themselves or their business and have a strong social media presence that the interface can use to compile information for your profile. Otherwise, we would suggest selecting the standard Wix Editor to customize your website.

Helpful FAQs About Wix ?

Here are some frequently asked questions you may have about Wix:

Yes, it can be. Wix does give you the ability to publish a website for free, however, Wix ads will be displayed on your website and you won’t be able to connect a custom domain to the site. For this reason, it is impractical to use their free plan if you want a professional website and you’ll more than likely upgrade to one of the premium plans.

Yes, Wix automatically creates a mobile website version of your site. Using the mobile editor you can even make specific changes just for your mobile website. The one caveat is that it won't be a ‘fully responsive' template. Responsive means that it dynamically adapts to different sizes (desktop, tablet, and mobile). Wix websites aren't always fully optimized for the tablet format.

There is nowhere on a Wix site or the Wix Editor that shows the source code of the site so it cannot be edited. Users can only drag and drop elements and add embedded HTML. However, if you know what you are doing you can activate Wix Velo and enable coding functionality.

The short answer is yes, however, the multi-language feature lacks in the SEO department. Wix uses the same URL for every language, which isn't great. I would only recommend using it if traffic from search engines isn't too important for you. A better option for websites in several languages is Webnode.

Disadvantages Explained – Things Wix Could Improve

As with any platform, there are going some downfalls or areas for improvement. Here is a further explanation of those issues:

The Blog: Wix offers the capability of adding a blog to your website but it is not their strongest area. The layout is beautiful but the blog loads rather slowly sometimes in comparison to that of other website builders such as Squarespace. Also, the commenting feature isn't very inviting as it requires signing up for an account first.

The free plan is impractical: Wix heavily emphasizes on being free but it’s important to note that with this plan, a pretty big Wix ad will be displayed at the top of your page. To remove the ad and connect your custom domain, you would have to upgrade to the Combo plan.

Inability to export data: If you ever decide that you want to move to another platform, you’ll have a hard time doing so because Wix does not have an option available for you to export your data. To be fair, though, moving to a different website builder or CMS is never easy, even if you use something like WordPress. But there you would at least be able to export your blog articles easily.

Page limits: You can create up to 100 pages with the Wix editor (the limit doesn't apply to blog posts). While most users won't even get close to hitting this allowance, we have to note that Wix is generally only suitable for smaller projects. We wouldn't recommend managing much more than 30 pages with it as the navigation only allows one sub-level.

Additional Features Worth Mentioning

Wix is known for being an innovative company and they continue to improve their platform each year. Along with the WIX Artificial Design Intelligence (ADI), here are a few noteworthy improvements WIX has made:

WIX Mobile App: In October 2016, WIX launched its mobile app which is now available in both the iTunes Store and the Google Play Store. Some of the features of the app include getting real-time updates of when your site has visitors, the ability to start a live chat with visitors on the site, managing your online store, managing your blog, and more.

Wix App Market: Wix has tons of Wix apps and third-party apps available in the Wix App Market that you can use to fully customize your website. This means that you won’t be bound by the features that come with whatever template you choose. Some apps are free and others come at a premium but just simply having the option, makes Wix more attractive to anyone wanting to build a customized website.

wix app market

Conclusion – To Build or Not to Build?

Among the website builders we reviewed, Wix came out as the strongest option overall. However, you'll need to determine if it's the right choice for you. It's particularly interesting if good design is at the essence of your website. No other website builder offers better templates than Wix. Customizing your design is really quite easy and can be fun!

This flexible approach can also be a disadvantage for some. Maybe you prefer a more organized, grid-system like approaches that Weebly and Squarespace are using, for example. The best way to find out is to open up a free account and take Wix for a whirl.

Overall, it's a very strong product for portfolio websites, small online stores, and also small business sites such as consulting, teaching, small agencies, etc. No other website builder offers a similar range of apps as Wix does in their App Market. For that reason, Wix will most likely also be a dominant company in this space for many years to come.

Let Us Know Your Thoughts ?

Have you used Wix before? Have any positive or negative experience you’d like to share with us? Just leave a comment!


Review Updates:

01/08/2020 – Wix Corvid is now called Wix Velo (for obvious reasons)
11/13/2020 – Pages are limited to 100 now. Price increase for Website plans reflected.

About the author

  • Hi, I am Robert! I've been analyzing the website builder market for more than 10 years. That's why I welcome your comments! Whenever I am not working I enjoy a nice bike ride along the seaside.
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