Wix vs Etsy

Thinking about setting up a digital store? Looking for the most suitable platform to get started? You won’t be mistaken to consider Wix and Etsy as two systems that work best for this very task. Both of them can be used for eCommerce purposes yet they still differ in terms of integrated functionality, customizability, applicability and general implication.

Etsy has distinguished itself as a globally-renowned digital marketplace. It works best for small and medium business owners as well as individuals who wish to start selling online. The fact that Etsy supports thousands of small online stores that present a broad range of products (from handmade toys and up to jewelry) for sale makes the software a nice pick for completing this goal.

Wix does not require any presentation, being one of the most recognizable DIY website builders in the world. It is included in the top 5 list of the best web design systems out there. Due to its powerful integrated eCommerce engine, it is possible to set up small and medium online stores to sell various types of goods. Abundance of customization tools, reporting and analytics features, product/order management options and other features make the system a top choice for millions of its subscribers.

As you see, Wix and Etsy are two quite different eCommerce platforms. The choice between them should be based on multiple factors. Hopefully, a more detailed comparison of both systems will simplify it.

Quick Summary

Wix Main

Wix empowers users to easily create and customize web stores for personal and business use. It offers a wide range of eCommerce templates, drag-and-drop functionality, and tools for web design, making it user-friendly even for users without extensive technical knowledge.

The software realizes its eCommerce potential via Wix Stores widget integration. It also provides hosting services and domain registration, thus being a comprehensive website solution.

Etsy Main

Etsy comes as a solely eCommerce platform focused on handmade, vintage and unique products. This is actually a marketplace where artisans, crafters and vintage sellers can set up their online stores to sell products to a global audience. Etsy’s community-driven approach highlights creativity and personalization, fostering a platform where customers can discover one-of-a-kind items and support independent sellers.

While Wix is primarily geared towards setting up websites with a broader range of functionalities, Etsy specializes in connecting sellers of unique handmade products to potential buyers. The choice between the systems depends on the specific needs and goals of individuals or businesses: Wix works best for organizing online presence, while Etsy is good for showcasing and selling artistic works.

Read also: Wix Review


Wix has a free plan and two groups of premium subscriptions. You cannot use a free plan to set up and manage a full-featured web store – it works best for testing the software only. Thus, you will have to choose a paid plan to get started with your project right after you test its functionality.

While standard plans are mostly used to manage general websites, Business/eCommerce subscriptions provide a range of tools and features to start selling online. These include:

  • Business Basic ($27/mo) – a starting shop that accepts online payments, includes unlimited bandwidth, 50 GB of disk storage space, 5 hours of video, analytics tools, free domain (with annual subscription), productivity increases etc.;
  • Business Unlimited ($32/mo) – for small and medium shops with a built-in eCommerce platform, includes 100 GB of disk storage space, 10 hours of video, special apps for entrepreneurs, business development tools, logo maker etc.;
  • Business VIP ($59/mo) – for growing stores, includes unlimited bandwidth and video storage space, a complete Wix Suite, priority support etc.;
  • Enterprise ($500/mo) – for scaling marketplaces and big stores, offers advanced solutions tailored to personalized eCommerce and Business needs.

Etsy’s pricing approach somewhat differs from traditional solutions. As a global marketplace, it sets special fees and charges for all types of actions completed by merchants. Along with a free opportunity to get started with your web store, you will be offered a set of exclusive billing offers. These include:

  • Listing Fees – Each listing you create will incur a fee of $0.20, regardless of whether the item is sold or not. This fee is added to your account by default. The positive issue is that charges are only applicable to products available for purchase. Listings on a Pattern site, however, are exempt from charges. While you can freely select and modify necessary listings, keep in mind that new listings expire after 4 months if not sold;
  • Transaction Fees – Once a product is sold, a transaction fee of 6.5% will be deducted from each sale. This percentage is calculated based on the total purchase price. Additionally, the fee increases by 2.5%, if currency conversion is involved;
  • Subscription Fees – Etsy subscribers have the opportunity to upgrade to the Etsy Plus plan, available for $10 per month. This subscription offers a more robust toolkit;
  • Shipping Fees – Etsy offers the option to purchase shipping labels to enhance order fulfillment. Costs for these labels depend on various factors including package weight, dimensions, and the chosen shipping carrier. Consequently, shipping expenses are individually calculated for each order;
  • Pattern Fees – Software users can opt for the Pattern tool, which facilitates the creation of a personalized website for a 30-day period. Initial use of this option is free for newcomers seeking to explore the system. After the trial period concludes, a monthly fee of $15 is imposed. Additionally, the platform may apply sales taxes to monthly fees for customers based in the United States;
  • Payment Processing Fees – Merchants who opt for Etsy Payments will face an additional payment processing fee. The percentage varies depending on the banking institution or location. For store owners in the United States, this fee stands at 3%. It’s important to also remember the transaction fee of $0.25;
  • Advertising and Promotional Fees – When using Etsy Ads, you must establish a maximum daily budget. With Offsite Ads, payment is only required if the published advertisement directly results in a sale. In such cases, a standard fee of 15% applies to Attributed Orders, while a 12% fee is charged otherwise. The ultimate expense of the advertising campaign depends on factors like budget limits, bids, sales volume on the web store, and related aspects;
  • Regulatory Operating Fees – Sellers in different countries might encounter Regulatory Operating fees, often tied to each transaction conducted on the marketplace. These fees are a fixed percentage linked to shipping costs for each sale listing;
  • In-Person Selling Fees – Etsy users can integrate their accounts with the Square payment processing platform. For listings with multiple quantities, this synchronization results in a renewal fee of $0.20, while non-synchronized listings retain the standard cost of $0.20. Notably, in-person sales managed through Square are exempt from the 6.5% transaction fee.

Wix and Etsy have various price formation approaches. While Wix works on a subscription basis where the plan cost is not affected by the number of products you plan to sell, Etsy subscribers will have to calculate the final cost of their deals with regard to their revenues and turnover.

Creating a Website

Wix offers quite a standard website creation approach similar to that offered by its niche competitors. The entire procedure is straightforward and starts with picking a template from their vast design collection. By the way, the system has a separate category of themes for online stores.

Once a template is chosen, Wix editor comes into play, with its drag-and-drop interface that lets you customize every aspect of your eCommerce project. You can easily add and arrange elements like text, images, videos, buttons etc. to create a unique and engaging online presence.

Wix Editor

While working on your web store creation, you will be able to use a wide array of tools to enhance its functionality. From incorporating contact forms, galleries, and eCommerce apps to integrating other web store-related features, Wix caters to diverse customer needs. The platform provides a live preview mode on all the stages of the web creation process. When you make sure the project is ready for publishing, press the Publish button to go live.

Etsy provides a superb opportunity to showcase and sell handmade, vintage and unique products by creating personalized online stores. Building a website on Etsy involves setting up a shop that aligns with your artistic vision.

To start with, users need to create an Etsy account (if they don’t have one, of course). Once logged in, sellers can build their store by following step-by-step guidelines to provide essential details like shop name, product listings, shop policies etc.

Etsy Shop

While designing your Etsy shop, you can add and modify product listings that represent your creative offerings. High-quality images and detailed descriptions are a must to captivate the attention of potential buyers. The software offers tools for effective inventory management, customer interaction and seamless order processing.

As soon as you are done with product uploading and their set up, just click the Publish button to make your web store available to the target audience.

Wix and Etsy offer two various approaches to web store creation. While Wix implies the need to pick a template and integrate Wix Stores widget to connect an online store, Etsy allows adding and managing products to get the same result. This definitely affects the complexity and duration of the web store creation process.


Wix interface is developed with user-friendliness in mind, making the website creation process simple for all user categories. When you access the system dashboard, you will get an overview of all projects you have created. You can navigate between them to pick the one you plan to configure. This is also the place to initiate a new web store creation by picking a suitable template from the available collection.

Wix Dashboard

The website builder offers two web creation methods. The first one – Wix ADI tool – works better for newcomers with zero web design experience. Users just have to answer the content-related questions the software generates and submit the info, while the platform will automatically create a website for them.

The second option implies the use of the standard drag-and-drop editor that can be accessed in the interface. The editor makes it possible to effortlessly add, rearrange, and modify elements on every webpage.

Whether it’s text, images, videos, buttons or interactive widgets, you can simply drag them from the side panel and then drop onto your canvas. Wix’s real-time editor ensures that you see the changes taking effect immediately, offering a seamless and satisfying web store creation experience.

The interface’s toolbar is where you’ll find a variety of customization options. Here, you can adjust colors, fonts, spacing, and more to match your brand identity. The toolbar also provides access to additional features like adding pages, integrating apps from the Wix App Market, and managing your site’s SEO settings.

Face the need to make more advanced customization settings? Then reach the “Code” category in the interface to directly edit the website’s HTML and CSS codes for deeper customization possibilities. This feature, however, is more suitable for proficient web developers who are aware of coding intricacies.

Etsy’s interface welcomes users with its vibrant and well-organized homepage. Featured items and curated collections occupy the focal point, encouraging users to explore trending products and discover unique finds.


The intuitive search bar beckons at the top, empowering visitors to swiftly plunge into a world of handmade crafts, vintage treasures and unique creations.

Navigating the Etsy interface is easy and quick, due to its well-structured menu. Categories like “Home & Living,” “Jewelry,” and “Art & Collectibles” guide shoppers through a diverse array of offerings.

Filtering options make it possible to refine the search based on price ranges, locations and specific attributes. Once interested in a certain item, users are presented with comprehensive product listings, each of which comes with high-quality images, descriptive titles, detailed descriptions and shipping details. As a result, users can make informed decisions.

If you are a seller, you can use the Etsy interface as a canvas to showcase your creative prowess. It is possible to display the products with maximum details, presenting potential buyers with an authentic glimpse into their craftsmanship.

The interface encourages direct communication between buyers and sellers through the messaging system, letting users post their inquiries, customization requests and personalized orders. Reviews and ratings serve as a testament to the quality of both products and customer service, fostering trust within the Etsy community.

All in all, Wix and Etsy both have understandable and easy-to-browse interfaces every user can master in no time. Wix’s interface looks quite standard as compared to Etsy, which uses a more creative approach. Both of them, however, are quite easy to handle even for a beginner.

Templates and Website Design

Wix deserves special user attention due to its impressive template collection. One will find over 800 free, responsive and customizable themes here divided into around 70 categories. To start a web store, you should reach the eCommerce section to pick a design that complies with your web store requirements.

Wix Templates

eCommerce templates available in the Wix collection cater to different styles and industries. From fashion and electronics to handmade crafts and specialty foods, there’s a design to suit virtually any online store concept.

Each template boasts a unique visual identity, including layouts, color schemes, and typography, letting users choose a design that perfectly resonates with their brand’s aesthetics.

Whatever template you will pick, you will be able to modify and edit it as required. You can add new page blocks and sections here, including headers, text blocks, menus, galleries etc.

The designs come with pre-built sections for product listings, shopping carts, checkout pages, and more. These components can be customized to match the specific web store needs and branding.

In addition to high end functionality, Wix eCommerce themes also integrate with related niche tools. They support various payment gateways, letting customers make secure transactions. Inventory management, order tracking, and customer communication tools are also available here, ensuring a streamlined shopping experience both for web store owners and customers.

By the way, Wix does not let you switch the designs. If you do that, the submitted content will be lost. However, you can always create a new template from scratch, using a blank design. Make sure to preview the result before publishing a project.

In terms of design customization, Wix offers two solutions – Standard Editor and Wix ADI. The first option works better for proficient web developers with at least baseline coding expertise, while the second option is a better pick for non-techies as it automatically creates a website for you based on the submitted info.

Another advanced feature Wix has to offer to its subscribers is Editor X. This is a high end website editing tool available in the Business package. It makes it possible to enhance control over the design of web page elements, letting you build a completely personalized project. You may take a look at my handpicked Wix website examples collection: portfolio, business, best, ecommerce, personal, photography, and blogs.

Etsy definitely offers less eCommerce templates and design customization opportunities as compared to Wix website builder. It just offers several baseline store templates that are very similar to each other.

What you should know, however, is that there is no actual need to set up a standard web store here by moving content blocks or using coding skills. Instead, you will get a fixed web store layout to be further customized and edited as needed. Mind that the range of design tools and options is still limited here.

What you can do as a website owner is change colors, use another color palette, modify image styling etc. Additionally, it is possible to upload a custom banner or individual logo to make your web store stand out from the crowd.

Etsy Shop

Finally, the system will offer you to add bio in the page description section. There is an opportunity to make use of advanced options like highlighting the most popular products. These features, however, are provided as a part of premium plan subscription only.

To present your products to the advantage, you can rearrange them or create separate sections for each item. Moving products around the page and locating them where you need is possible here as well. This is all about the platform’s flexibility, though. Not much, indeed.

Wix definitely overcomes Etsy in terms of designs and their customization. This concerns the assortment and versatility of themes as well as their customizability and design flexibility. This, however, may be enough for Etsy users who aim at remarkable product presentation rather than on professional design customization.


Wix comes as quite a SEO-friendly website builder. This is no wonder, considering the software’s popularity and flexibility. Along with the possibility of web store integration with Search Console and Google Analytics, the system makes it possible to integrate with the SEO Wiz widget. It will offer guidelines for effective DIY SEO optimization.


SEO Wiz integration allows adjusting the major SEO settings. You can edit meta titles and descriptions for each website section as well as for separate product pages here. Additionally, it is possible to create custom URLs, manage sitemap, format the available content with regard to updated SEO requirements etc.

Etsy doesn’t offer a lot in terms of SEO. You can adjust baseline settings to improve your web store visibility in the search engine results. For instance, you can add titles and descriptions for relevant product presentation.

Etsy SEO

An interesting and useful opportunity is to preview product listings in search results. As a shop owner, by the way, you can also add item tags and in-bond links for simpler and faster search. That’s all, however. So, don’t expect much for Etsy SEO solutions.

Wix definitely grants access to more SEO parameters. This is mainly explained by the availability of the integrated eCommerce engine and related SEO tools. You can also integrate third-party extensions to boost your search engine parameters here. Etsy obviously lags behind its competitor in this respect.

Publishing a Website

Wix offers a business-friendly approach to the process of website creation. As soon as you are done with designing your web store using all the advantages of the intuitive drag-and-drop editor, just preview the result and hit the “Publish” button to activate the publishing process.

To be precise, Wix provides two main options: “Publish” and “Save.” If you choose to publish the project, it will become live in a matter of seconds. Users will be able to access it via the selected domain name. In case you decide just to save the site, it will remain in a private, unpublished state until publishing. Only you will be able to view and edit it from your Wix account.

After clicking the “Publish” button, Wix will guide you through the domain selection process. You can opt for a free Wix subdomain, connect a domain you already own or purchase one from Wix.

Once your domain is set, your web store will be accessible to anyone with it, while you will be able to start promoting it to the target audience.

Etsy somewhat differs from traditional web design platforms as well as the web store publishing process. This is initially an online marketplace where individuals and artisans can offer their handmade, vintage and unique products for sale. Instead of creating a standalone website, sellers on Etsy create their own virtual storefronts within the Etsy platform. That is the major distinction.

To get started, you’ll need to sign up as a seller on Etsy and set up a shop. This involves choosing a store name, adding a profile picture and specifying your shop’s policies like shipping, returns and payment methods.

Each product you want to sell is listed as an individual item within your shop. You’ll need to provide high-quality photos, detailed descriptions and accurate pricing for each listing.

Once your shop and listings are set up and complete, your project is effectively published and accessible to Etsy’s customer base. Buyers can find your products through Etsy’s search and category filters to directly buy the required items from the store.

With Etsy, you will be able to track orders, manage inventory and communicate with customers using the toolset available in stock.

Thus, the process of web store publishing differs a lot in both platforms. While Wix requires time and effort investment in setting up a standalone eCommerce project, Etsy implies setting up a shop, adding listings, and following its policies to ensure a seamless trading experience within the marketplace.

Online Store

Wix eCommerce capabilities are quite powerful as the website builder comes with the built-in eCommerce engine by default. Due to the availability of the high end Wix Stores widget, any system subscriber can set up, manage, customize and promote small-to-medium web stores.

Product management lies at the core of Wix eCommerce functionality. Users can effortlessly add and organize items they plan to sell, complete with high-quality images, detailed descriptions, and customizable attributes with regard to their characteristics.

Wix eCommerce

By creating product galleries and catalogs, you can effectively present the items to the target audience, while inventory tracking tools help maintain accurate stock levels.

The intuitive drag-and-drop editor enables users to fine-tune product layouts, making it possible to create appealing showcases that resonate with their brand.

Along with its eCommerce engine, Wix grants access to the extensive collection of eCommerce themes. You can pick any sample to create personalized design and advanced functionality.

With Wix, you can integrate multiple eCommerce widgets found in its App Market. The extensions available there are free and paid, which depends on budget, goals, web store niche and other related parameters.

If needed, you can connect the Amazon Marketplace account (if you got one) as a separate sales channel. This Is how you can effectively manage inventory tools and customer orders in the same dashboard.

The checkout and payment features streamline the buying process. Wix eCommerce supports a variety of payment options, including credit and debit cards, PayPal, and other regional gateways.

Secure checkout processes and SSL certification ensure that customer data (including financial info) remains protected.

Abandoned cart recovery features help recover potential lost sales by sending reminders to customers who left items in their carts before completing their purchase.

One of the important Wix implementations is the POS feature. It allows web store owners to sell goods online and offline, thus, adhering to versatile customers’ needs.

Another useful feature – Apply/Remove Coupon – makes it possible to add and delete online coupons when needed to increase customer loyalty rate.

Finally, Wix allows for CSV file import/export, thus letting users transfer the store created with another platform to its servers. This may take some time and knowledge,of course, but even a beginner will eventually handle the task.

For user convenience, Wix offers a separate group of subscriptions – Business/eCommerce – that has several more detailed plans to fit any budget, project niche and requirements.

Etsy has quite a powerful eCommerce potential, which is no wonder considering its specialization. With a host of niche features, the software provides an ecosystem that facilitates the creation and management of online shops while fostering a sense of community among buyers and sellers.

The system’s interface comprises two parts – user account and web store backend. To get started with your online store, you will need a personal account to further submit data, set up payment parameters and proceed to project customization.

Mind that the system focuses on selling handmade, vintage and unique items. Thus, you won’t be able to sell other physical or digital products there.

As a marketplace, Etsy makes it possible to create separate online stores to present the items for sale. The ability to categorize goods by attributes like type, dimensions and color contributes to easy and quick product search.

Etsy comes with a handy messaging system that makes it possible for buyers and sellers to communicate instantly when required. Potential customers can ask and answer product-related questions, inquire about the peculiarities of the shipping/payment process, request extra assistance etc.

The integrated review system lets buyers share their experience and rate purchases, providing valuable feedback to both sellers and potential customers.

When it tackles the eCommerce aspect (which is a crucial one in this comparison), Wix boasts more powerful features, while Etsy proves to be a more convenient system for product management and selling. It takes less time to get started here, while the result will comply with your expectations.


Wix makes blog connection possible due to the availability of the built-in blogging platform. So, if you plan to stay connected with your audience, sharing niche info with them in your blog posts, you are welcome to set up the project.

The system allows adding posts in the real-time mode and scheduling them in advance, if needed. Creating a Featured posts section is also possible here to highlight the most valuable articles. Likewise, you can connect a tag cloud, integrate a custom feed and add other blog-related elements anytime.

Wix website builder has a separate collection of blog designs and it also allows integrating the system of Facebook/user comments for more efficient communication. Setting up social media options and SEO parameters will be an additional factor of successful blog promotion.

Etsy is not meant for blogging. There is no blogging platform here as this is not a website builder but a marketplace. With Etsy, you can only sell handmade goods, while blog set up is impossible.

In terms of blogging, Wix is a distinct leader just because of the unavailability of the feature in the Etsy platform. Blog connection is possible in Wix, whether your project requires it or not.

Third-Party Integrations

Wix allows choosing and integrating free and premium extensions from its App Market. There are several groups of widgets and add-ons here divided with regard to their special features, specialization, purpose and parameters.

Some of the most well-known applications that may refer to eCommerce include Event Calendar, Comments, Video, Wix Music, Forum, Wix Bookings, Customer Reviews, Appointment Booking, Get Subscribers, Form Builder, Site Search, Newsletter Signup Form, 123 Form Builder etc.

Along with the App Market extensions, Wix allows integrating and using its Owner App. This is a mobile application, which makes it possible to view, control and manage projects from a single device.

Etsy is not about integrations at all just because this is not its major purpose. The software users can synchronize their web store data with external platforms for better info accessibility.

Among the services you can choose for this purpose, it makes sense to mention Bing, Facebook, Polyvore, Shopstyle, Google Shopping and more.

Additionally, the platform allows connecting Google Analytics to your online shop to track the stats and to make changes when needed.

Speaking about integrations, Wix offers more of them due to its App Market. Free and premium widgets are available here, making it possible to boost your eCommerce project functionality. Etsy integrations are less versatile yet they are enough to cover the needs of the marketplace users.

Technical Support

Wix customer support ranks really high. As the world-popular website builder, the system grants access to multiple sources that help solve versatile system-related problems.

Along with an extensive Knowledge Base offering multiple video/text tutorials, online guides, manuals and blog posts, the platform makes it possible to contact its support team. You can do that individually via the Live Chat, ticketing system, email, phone and some other channels. VIP plan subscribers may opt for priority assistance.

Etsy support options are less versatile. However, you can still find answers to your questions or solve the problems using the info available in the “Community and Help” section of the dashboard.

This is the top destination to get in touch with the support team, read articles and explore topics you may be interested in. These resources generally contain baseline info related to Etsy functionality.

When it comes to customer support, Wix is also on the top of the list. Along with Knowledge Base resources, the system subscribers can use real-time support via live chat, ticketing system, emails, phone etc. Etsy can only offer community sources assistance. That’s it.

The Winner

If you are currently facing the challenge of picking the right eCommerce platform, then Wix and Etsy should definitely be on your list. The systems strikingly differ from each other and it’s only up to you to decide which of them to eventually go for.

While Wix is a comprehensive DIY website builder with built-in eCommerce functionality, Etsy is a marketplace for selling handmade products as well as vintage and unique goods. Wix delivers a broad range of eCommerce features sufficient for small/medium web store set up, while Etsy’s toolset is quite limited. It will work for a small store with a restricted number of products.

At the same time, Etsy stands out from the crowd due to its convenient product uploading and management features. There is no need to set up a standalone webs tire here – just add and sell your goods. That’s it. Quite a convenient and time-saving solution for beginners.

Malcolm ThomasAuthor

For over 15 years, I've delved into the dynamic world of website builders and hosting. As a seasoned expert in web development, my passion for technology fuels my journey of exploration and analysis. Through meticulous reviews and comprehensive insights, I empower readers to navigate the digital landscape with confidence. With a commitment to staying abreast of the latest trends and innovations, I strive to offer practical advice and informed perspectives. Join me on this adventure as we uncover the best solutions and strategies for building and hosting your online presence.