Wix vs WordPress: Which One is Better for Your Website in 2025?

The short answer is it depends. Wix is a great all-in-one website builder for beginners, but it lacks advanced design capabilities.

WordPress has a steeper learning curve, but it lets you do anything you want.

How do you decide between them? You need to understand Wix’s limits before choosing it. If you don’t, you may end up building your website twice.

We’ll explore these limits and how WordPress overcomes them in the following sections:

Basic User Experience — Wix vs WordPress

Building a Simple Website with Wix

To help you get your bearings, watch this 85-second video on building a simple website in Wix:

That’s Wix for you. Fast, slick, and flexible. However, as mentioned, it does have some limitations.

Wix Design Limitations

As powerful as Wix is, it often struggles with complex functionality. In our restaurant example, it can’t support the following out of the box:

VIP memberships with alternative menu choices, pricing, and reservation rules
Automated specials for holidays or on specific days of the week

For online stores, it can’t provide:

Sophisticated product filters
Different layouts for different product types

In general, it also lacks the ability to handle conditional logic.

Why? We explain that in the Structural Differences section.

Building a Simple Site with WordPress

Duplicating the Italian restaurant website in WordPress would take a lot longer if you had to build it from the ground up, but modern hosting platforms like Hostinger have automated the process. This 65-second video shows you how:

WordPress Design Limitations

Unlike Wix, WordPress doesn’t really have any design limitations. You can achieve anything you want in WordPress, usually with little or no coding.

However, because it’s designed to be so flexible and powerful, it’s difficult to automate all those capabilities. There are simply too many options to bundle them all into one creation wizard.

Structural Differences — Wix vs WordPress

System Architecture

The following diagram shows the basic architectures of Wix vs WordPress:

Here are the main points about these architectures:

Wix is a completely self-contained platform. Everything from the underlying hosting platform to the way the content is stored is tightly controlled by Wix. This is why it’s possible to automate the creation of a fully operational website. However, to do this, Wix had to simplify things like template management.
WordPress is open source, highly modular, and its modules are independent. It can run on pretty much any host. Themes and templates can be swapped independently and are completely decoupled from user content.

WordPress is more complex, but Wix’s simpler architecture gives rise to three specific problems.

The Single Template Problem

Wix actually has three single templates:

The main site template
A blog template
A product template

The site template controls the main layout for the site. Once you apply this template, you can’t switch to another. This in itself isn’t a big problem because Wix gives you a lot of design flexibility within a template. The problem is that you can’t use multiple templates.

For example, say you have standard employee pages for each member of your team, and you want these to be distinct from other parts of your website. When you first make your employee pages, no problem. You make one, duplicate it, and just update the content.

However, if you later decide that you want to alter the design of your employee pages, you can’t do it at the template level because there is no employee template. Instead, you’ll need to make the same design changes to each employee page individually.

You get the same problem with the product template. Two completely different product categories may require two completely different layouts, but you can’t deal with this at the template level because you only have one product template. This can be a significant problem if you have a lot of products in each category.

The Data Coupling Problem

In WordPress, content is completely decoupled from design. If you want to change your theme or main site template, no problem. You can do this in seconds. You’ll then have to touch up some appearance issues, but you won’t have to re-enter your content.

WordPress is also completely decoupled from its host. If you’re not happy with the host, you can move your website to another host within hours.

Neither of these points is true about Wix. You have no way to change your main template, and if you want to move your website to another platform, good luck. You’ll need a programmer and even then it will still be messy. Keep this in mind when we do the feature comparison.

The Limited Options Problem

Wix’s customer base is much smaller than that of WordPress. Its closed-loop nature also makes it less desirable for integrations. As a result, it usually has far fewer app options than WordPress has plugin options for the same task.

For example, Wix currently offers two tightly integrated table reservation apps: its own built-in app and one from Eat App.

By comparison, WordPress offers dozens of restaurant reservation plugins. This isn’t just about the number of options, either. Because the plugins compete with each other, they’re forced to constantly evolve and improve. If they don’t, their customers can easily switch to an alternative.

Feature Comparison — Wix vs WordPress

E-Commerce

There is a lot to love about Wix when it comes to building smaller online stores:

Pros	Details
Product Type Support	Physical, digital, bookings, subscriptions (with Business Plan)
Order & Inventory Features	Discount codes and coupons, integrated shipping and tax tools, abandoned cart recovery, order tracking, inventory management, and more
Mobile Storefront	All Wix stores are mobile-optimized by default. See Mobile Friendliness section for more details
Payment Options	More than 50 payment providers globally, including Wix Payments, PayPal, Stripe, and many more
Store Analytics & Reports	Track sales, visitor behavior, conversion rates, and product performance through a visual dashboard
Fast Setup	Guided setup and templates help you launch your store quickly

However, Wix has several e-commerce limitations:

Cons	Details
Single Product Template	Can’t visually customize different product types
Limited Variants	Only 6 options per product and no conditional logic
Limited Customization	While developers can customize some aspects of the order and checkout process, this comes with significant restrictions
Limited Product Capacity	Stores with over 500 products may start to experience performance problems
Limited Global E-commerce Features	No native multi-currency sales, weaker international tax/shipping options

WordPress doesn’t have these limitations. Its main ecommerce plugin—WooCommerce—provides a lot of functionality out of the box, and if you need something it doesn’t have, you can usually buy a plugin or add-on that does exactly what you need.

However, there is a cost to this. Wix’s Business Plan, reflected in the tables above, currently has a fixed price of $36 per month.

Matching this functionality in WordPress will cost between $50 and $90 dollars per month depending on your choice of host, theme/builder, and plugins.

WordPress also requires between 8 and 15 hours to set up a small store, whereas you can achieve that in Wix in only 4 to 8 hours.

Just don’t underestimate your long-term needs, because if you go with Wix and subsequently exceed its capabilities, you’ll have to rebuild your store in WordPress.

AI Capabilities

AI capabilities are prone to rapid change, but here is a current comparison of Wix vs WordPress in this increasingly important category:

Feature	Wix	WordPress
Site Creation	Wix AI Website Builder builds a site from user inputs	No native tool, but many themes and WordPress page builders have comparable or superior site creation capabilities
Image Generation	Built-in AI image generator	Available via plugins like Bertha.ai or AI Power
Text Generation	Built-in text assistant for product descriptions and headlines	Wide variety of AI writing plugins, e.g., AI Engine, GPT-based tools
Chatbot Support	Basic native AI chatbot via Wix Chat; more advanced options via third-party widgets	Robust chatbot options: OpenAI Assistants, Tidio AI, etc.
SEO Optimization	Wix SEO Wiz offers basic AI suggestions	Rank Math and others offer AI-based keyword, meta descriptions, and scoring features
Content Personalization	Basic content automation tools included in Wix’s core plans; no advanced personalization engine	Plugins like If-So and LogicHop allow advanced AI-driven personalization
Extensibility & Customization	No plugin ecosystem; limited to Wix’s built-in tools	Highly customizable via plugins, APIs, and third-party integrations

Mobile Friendliness

For the most part, Wix’s mobile capabilities are comparable to those of WordPress except for the more advanced features. However, unlocking these advanced features in WordPress often requires additional time and cost:

Feature	Wix	WordPress
Responsive Design	All Wix templates are mobile responsive by default	Depends on theme; most modern themes (Astra, Kadence) are responsive
Mobile Editor	Dedicated mobile editor lets you tweak mobile layout separately	No native mobile editor, but page builders (Breakdance, Oxygen, Elementor) offer responsive controls
Speed Optimization	Automatic optimization, but limited control over mobile-specific performance (e.g., no mobile-specific caching options)	Greater control via plugins (e.g., WP Rocket, LiteSpeed Cache), including mobile-specific caching for some
AMP Support	No native AMP support	AMP plugins available (e.g., AMP for WP)
Mobile Menu Control	Basic customization via Wix Editor	Advanced menu controls via themes or page builders
Custom Breakpoints	Not supported; fixed breakpoints	Custom breakpoints available in many themes and builders

SEO

Wix’s SEO features are more than sufficient for a small online business, so you can skip this next table unless you have specific SEO requirements:

Feature	Wix	WordPress
Meta Titles & Descriptions	Editable per page, with SEO Wiz assistance	Full control via plugins like Yoast or Rank Math
URL Structure	Clean URLs with custom slugs, but limited control over URL structure	Fully customizable slugs and URL structure
301 Redirects	Supported via dashboard, manual entry only	Advanced redirect control via plugins
Canonical Tags	Automatically handled with no manual editing	Editable via SEO plugins
Schema Markup	Basic markup built-in, limited customization	Extensive schema support via plugins like Schema Pro
Sitemap Control	Auto-generated, limited customization	Plugins offer full sitemap configuration
Robots.txt Editing	Auto-managed with no direct editing	Full control via plugins or file access
Image SEO	Supports alt text, some auto-optimization	Full alt text control, plugin-based compression & optimization
Performance for SEO	Decent performance with automatic optimization but limited control	Highly tunable with caching/CDN/optimization plugins
Mobile SEO	Handled automatically through responsive templates	Controlled via theme + plugin support

Note: WordPress almost always requires a paid third-party SEO plugin, whereas Wix includes its SEO features out of the box.

Multilingual and Regional Support

The gap between Wix and WordPress is noticeably wider in multilingual and regional support, though Wix has made several improvements in recent years:

Feature	Wix	WordPress
Multilingual Capability	Wix Multilingual supports multiple languages with a guided UI	Plugins like WPML, TranslatePress, and Polylang support advanced multilingual setups
Translation Management	Manual or semi-automated, but lacks full string-level control	String-level control and auto-sync across themes/plugins via WPML or TranslatePress
Language Switching UI	Auto-added switcher with customization options	Full design control over language switcher via plugin or theme
SEO for Multilingual Sites	Generates hreflang tags; basic SEO handled per language	Advanced multilingual SEO support (e.g., different URLs, metadata, schema per language)
Right-to-Left (RTL) Support	Supported in all templates when RTL languages are enabled via Wix Multilingual, but customization is limited	Full RTL support with RTL-ready themes and plugins
Region-Specific Content	Some geolocation support via workarounds	Full geolocation and content targeting possible via plugins like If-So
Currency Localization	Allows regional currency display but not actual multi-currency checkout. All sales are processed in the store’s base currency	Full dynamic multi-currency support with plugins like WooCommerce Multi-Currency
Time Zone and Date Formats	Manually adjusted by site settings	Fully controlled via WordPress core and regional plugins

Performance

When it comes to performance, the basic rule of thumb with Wix is that you don’t have to worry about it for stores with 500 products or fewer. However, as the number of products grows beyond that, performance may start to degrade, especially under heavy loads.

Here are the specifics:

Feature	Wix	WordPress
Hosting Infrastructure	Fully managed by Wix on optimized servers	Depends on host; performance varies widely by provider
Page Load Speed	Consistently good for small to mid-sized sites	Can be faster than Wix with a good host and caching setup
Server Location Control	No control; Wix chooses data center	Full control if using cloud/CDN or location-based hosting
Caching	Automatic; no access to configuration	Full control with plugins like WP Rocket, LiteSpeed Cache
CDN Integration	Built-in CDN with automatic asset delivery	Can integrate with CDNs like Cloudflare, Bunny.net
Image Optimization	Handled automatically with limited compression settings; over-compression can sometimes reduce image quality	Fully customizable via plugins like ShortPixel or Smush
Code Optimization	Code is minified automatically; no custom control	Full control over code output, scripts, and optimization
Performance Tuning	Limited to Wix’s built-in optimization	Extensive tuning possible via server, theme, and plugin choices
Scalability	Great for small to medium sites; performance may degrade under heavy load	Highly scalable with proper setup (VPS/cloud hosting, caching)

The biggest performance issue with Wix is this: if you outgrow its load capacity, there’s no way to compensate. Your only option will be to migrate to another platform—likely WordPress—so it’s best to assess your long-term scalability needs in advance.

Security

There will be some WordPress purists who disagree with this statement, but Wix clearly wins the security battle. It’s basically worry-free. WordPress can match or even exceed Wix in some areas, but it is definitely not worry-free. There are a lot more attack vectors with WordPress, and you are responsible (through your choices) for defending your site from all of them:

Feature	Wix	WordPress
Security Model	Closed platform with centralized control	Open-source platform; site owner responsible for security
Hosting Security	Fully managed, including firewalls, DDoS protection, SSL	Depends on host; quality varies by provider
SSL Certificates	Automatically included and managed	Included by most hosts; may require manual configuration
Updates & Patches	Handled automatically by Wix	Manual or semi-automatic; depends on themes, plugins, and core updates
Plugin/Extension Risks	Some risk if you use external apps via the Wix App Market, but the risk is far lower than with WordPress plugins	Plugins can introduce vulnerabilities if not updated or reviewed
User Role Management	Basic user roles for collaborators	Granular user role and capability management with plugins
Backup & Recovery	Automatic backups with limited access	Backup depends on hosting or external plugins (e.g., UpdraftPlus)
Two-Factor Authentication	Available for account login	Available via plugins; not built into WordPress core
Security Plugins	Not applicable; security is built-in	Wide range of plugins (e.g., Wordfence, Sucuri) for monitoring and protection
Compliance (e.g., GDPR)	Wix provides built-in tools to manage cookie consent and privacy	Responsibility falls on site owner; plugins can assist

Customer Support

Wix has all the components of good customer support:

24/7 coverage for paid plans (including phone and live chat in many regions)
Extensive help center, with articles, tutorials, and videos
In-editor tips and guidance, including AI-based suggestions
Priority support offered on higher-tier plans
Community forums and user groups are active and helpful for common questions

However, opinions about its quality are mixed. Here are the most common complaints:

Scripted responses: Support agents sometimes give generic answers and escalate slowly
Technical limitations: Since Wix is a closed system, support often can’t resolve requests that require custom solutions
Slow response times: Users occasionally report delays, especially during peak hours or on lower-tier plans
Inconsistent experience: Some users praise it as fast and helpful, while others report frustration and lack of follow-through

Evaluating WordPress support is a lot more difficult, mainly because of its decentralized ecosystem, i.e., each plugin has its own support system. But here’s a look at the support strengths of that ecosystem:

Many millions of users, developers, and contributors can offer advice, code snippets, and fixes
Extensive documentation from official docs to Stack Overflow to blogs
Most commercial themes and plugins have active support teams and offer ticketed support, live chat, or even onboarding
If you’re not happy with support, you can usually hire freelancers or outside agencies for anything from quick fixes to full development

The drawbacks are:

No central help desk: There's no "official" support team for WordPress core — you're on your own unless using managed hosting or paid plugins
Support quality varies: Great for premium tools (e.g., Breakdance, Rank Math), but inconsistent for others
Troubleshooting can be technical: Issues often involve diagnosing theme/plugin conflicts, database problems, or server configurations that require expert assistance

Pricing

Wix currently offers four pricing plans, as shown here:

However, this is not the full story. Specialized functions in Wix, such as product review tools, real-time shipping calculators, advanced galleries, and loyalty programs require third-party apps that can add another $5 to $30 per month.

Email account fees are another regular complaint of Wix customers at $6 per month per mailbox.

Added costs also apply to WordPress, where you may find yourself needing no paid plugins or many paid plugins, depending on your requirements.

The most useful pricing comparison is the one we introduced earlier, which is to say that the cost of a WordPress solution that is roughly equivalent to Wix’s Business plan ($36 per month) will be somewhere between $50 and $90 per month.

Market Response — Wix vs WordPress

Here’s a chart showing the market share of total websites for Wix vs WordPress over time:

It’s not easy to see because WordPress still dominates Wix, but Wix is gaining ground. Its market share has nearly doubled in recent years, while WordPress’s growth has plateaued.

This is not the case for the top one million websites in the world (i.e., the bigger websites). Here, data from https://trends.builtwith.com/cms/Wix suggests that the world has discovered some of Wix’s limitations:

WordPress, by comparison, is doing much better (https://trends.builtwith.com/cms/WordPress):

Customer Reviews

It’s misleading to compare numeric totals for Wix vs WordPress reviews. We have no idea which types of sites were reviewed, or which themes, templates, apps, plugins, etc., were used. This is especially true for WordPress because of its decentralized, open-source nature.

Instead, we’ve scanned all the comments found on software review sites to come up with the most common lists of pros and cons for each platform.

The results are below. Keep in mind, these are customer opinions—not ours—so there might be some contradictions:

Wix Pros	Details
Ease of Use	Users frequently praise Wix’s intuitive drag-and-drop editor, noting it’s beginner-friendly and requires no coding skills. Many highlight the AI chatbot for quick setup.
Template Variety	Over 900 templates are often mentioned as a strength, covering diverse industries like photography, e-commerce, and portfolios. Users appreciate the modern designs.
All-in-One Solution	Reviewers value Wix’s bundled features (hosting, domain, apps, SEO tools), making it a hassle-free option for small businesses and non-tech-savvy users.
Creative Control	Many users like the flexibility to customize designs pixel-by-pixel, offering more freedom than other builders like Squarespace.
Built-in Features	Features like email marketing, SEO tools, and e-commerce capabilities (e.g., 80+ payment solutions) are frequently praised for being included without extra cost.

Wix Cons	Details
Pricing and Hidden Costs	Users often complain about expensive add-ons like the charges per mailbox, auto-renewal without warning, and price increases after the first year.
Mobile Design Issues	Many note difficulties with mobile optimization, as Wix sites don’t automatically scale responsively, requiring manual adjustments.
Limited Flexibility for Advanced Users	Advanced users and developers find Wix too restrictive, lacking deep customization compared to WordPress (e.g., no full source code access).
Customer Support Inconsistencies	While some praise support (e.g., quick resolutions), others report long wait times, unhelpful responses, and issues with refunds or domain transfers.
Performance and Speed	Some users mention slower page speeds, impacting SEO, and note that Wix doesn’t allow CDN changes or deep performance tweaks.

WordPress Pros	Details
Flexibility and Customization	Users frequently highlight WordPress’s unparalleled customization, with access to 59,000+ free plugins and themes, allowing for tailored designs and functionality.
Scalability	Many note WordPress’s ability to handle complex, content-heavy sites (e.g., e-commerce, membership sites), making it ideal for growing businesses.
Cost Control	Users appreciate the free core software (WordPress.org) and the ability to shop for affordable hosting, themes, and plugins, offering more control over costs.
Blogging Features	WordPress is often praised for its robust blogging tools, including native commenting, backdating posts, and private post options, outshining Wix.
Community and Resources	The large developer community and extensive resources (e.g., tutorials, forums) are frequently mentioned as a strength, especially for WordPress.org users.

WordPress Cons	Details
Steep Learning Curve	Beginners often find WordPress intimidating due to its complexity, especially for WordPress.org (e.g., managing hosting, plugins).
Maintenance Responsibility	Users frequently mention the need to handle updates, security, and backups manually (WordPress.org), which can be time-consuming and technical.
Plugin Overload and Conflicts	Many note that while plugins add functionality, they can be confusing, cause conflicts, or break sites if not updated, and premium plugins add costs.
Inconsistent Support	WordPress.org relies on community support, which can be unreliable; WordPress.com support (chat, email) gets mixed reviews, with some users finding it slow.
Performance Variability	Speed and performance depend on hosting quality and optimization (e.g., no default CDN), leading to complaints about slow sites if not properly configured.

Final Recommendation — Wix vs WordPress

This is one of the easier recommendations we’ve ever written. If you’re building a small, relatively simple online business that you do not expect to change significantly over time or to grow beyond 500 products, choose Wix. You can set up your business in less than one day and focus entirely on it without having to worry about any technical issues.

If you don’t fall into this category, choose WordPress because that’s likely where you’ll end up anyway.