After building hundreds of online stores and helping businesses scale from startup to millions in revenue, I’m constantly asked: “Should I choose Wix or BigCommerce for my ecommerce store?” Having worked extensively with both platforms and seen real businesses succeed (and struggle) with each, I’ll give you the complete, unbiased comparison.
But here’s what most comparisons won’t tell you: there’s actually a third option that often delivers better results for less money long-term. Before diving into Wix vs BigCommerce, let me share why many of my most successful clients ultimately choose WordPress with WooCommerce instead.
The Bottom Line: Which Platform Should You Choose?
Quick Verdict:
- Choose Wix for simple stores with basic needs and all-in-one convenience
- Choose BigCommerce for advanced built-in features and enterprise-level selling
- Choose WordPress/WooCommerce for the best value, performance, and unlimited growth potential (my professional recommendation)
After managing countless ecommerce projects, I’ve found that WordPress with WooCommerce consistently delivers superior results for serious businesses at a fraction of the long-term cost.
Why WordPress/WooCommerce Often Wins
While both Wix and BigCommerce are decent platforms, I’ve discovered that businesses achieve better results with properly implemented WordPress solutions:
Cost Comparison (3-Year Analysis):
- Wix Business: $1,296 + transaction fees ($2,000+) = $3,300+
- BigCommerce Plus: $2,844 + apps ($1,000+) = $3,800+
- Our WordPress Solution: $497 + hosting ($450) = $947 total
Performance Advantages:
- WordPress/WooCommerce: 1.8-2.7 second load times, unlimited customization
- Wix: 3.2-4.8 second load times, platform restrictions
- BigCommerce: 2.5-3.8 second load times, limited design flexibility
Growth Potential:
- WordPress: Unlimited everything, complete ownership
- Platform builders: Monthly fees, feature restrictions, vendor lock-in
Let’s examine both platforms thoroughly, then I’ll show you why WordPress might be your best choice.
Detailed Platform Analysis: Wix vs BigCommerce
Pricing: The Real Cost of Ecommerce
Wix Ecommerce Pricing (2025)
- Core Plan: $29/month ($348/year) – Basic selling
- Business Plan: $36/month ($432/year) – Advanced features
- Business Elite: $159/month ($1,908/year) – Enterprise features
BigCommerce Pricing Structure
- Standard: $29/month ($348/year) – Basic features
- Plus: $79/month ($948/year) – Advanced tools
- Pro: $299/month ($3,588/year) – Enterprise level
Hidden Costs Analysis
Wix Additional Expenses:
- Transaction fees: 2.9% + $0.30 per sale (adds up quickly)
- Premium templates: $100-300 each
- Essential apps: $10-50/month each
- Professional email: $5-15/month
- Storage upgrades: $10-25/month for media-heavy stores
BigCommerce Hidden Costs:
- Premium themes: $100-400 each (only 12 free themes)
- Essential apps: $20-100/month for email marketing, analytics
- Transaction fees: None from BigCommerce, but 2-3% from payment processors
- API calls: Charges for high-volume API usage
- Bandwidth overages: Additional costs for high-traffic stores
Real-World Cost Examples:
Small Store ($50K annual revenue):
- Wix: $432 (plan) + $1,500 (transaction fees) + $600 (apps) = $2,532/year
- BigCommerce: $948 (plus plan) + $500 (apps) + $1,200 (payment processing) = $2,648/year
- Our WordPress: $497 (one-time) + $150 (hosting) + $600 (payment processing) = $1,247/year
Growing Store ($250K annual revenue):
- Wix: $1,908 (elite plan) + $7,500 (transaction fees) + $1,200 (apps) = $10,608/year
- BigCommerce: $3,588 (pro plan) + $2,000 (apps) + $6,000 (processing) = $11,588/year
- Our WordPress: $947 (setup) + $300 (hosting) + $6,000 (processing) = $7,247/year
The savings compound dramatically over time.
Feature Comparison: What You Actually Get
Ecommerce Functionality Deep Dive
Product Management
Wix Capabilities:
- Up to 50,000 products (significant limitation for growth)
- Basic inventory tracking
- Simple product variations
- CSV import/export
- Basic SEO fields
Wix Limitations I’ve Encountered:
- Slow bulk editing for large catalogs
- Limited product relationship options
- Basic inventory reporting
- Restricted B2B functionality
BigCommerce Strengths:
- Unlimited products across all plans
- Advanced product options and modifiers
- Comprehensive inventory management
- Robust API for integrations
- Built-in abandoned cart recovery
BigCommerce Drawbacks:
- Complex interface overwhelming for beginners
- Expensive premium themes required for professional appearance
- Limited customization without coding knowledge
WordPress/WooCommerce Superiority: Our ready-made ecommerce stores include:
- Unlimited products and variations
- Advanced inventory management
- Custom product fields and relationships
- Comprehensive B2B functionality
- Professional designs optimized for conversions
Payment Processing
Wix Payment Options:
- Wix Payments (proprietary solution)
- 70+ payment gateways
- 2.9% + $0.30 transaction fees
- Basic fraud protection
BigCommerce Payment Flexibility:
- 65+ payment gateways
- No platform transaction fees
- Advanced payment gateway options
- Better B2B payment solutions
WordPress Payment Advantages:
- Any payment processor (no restrictions)
- Lowest processing fees available
- Advanced payment customization
- Multiple payment workflows
- Cryptocurrency support available
Design and Customization
Template Quality and Quantity
Wix Template Analysis:
- 900+ free templates available
- Industry-specific designs
- Mobile-responsive by default
- Cannot switch templates after launch
Template Quality Issues:
- Inconsistent design quality across templates
- Many templates look outdated
- Limited professional ecommerce-focused designs
- Template lock-in creates future problems
BigCommerce Theme Assessment:
- 200+ themes total, only 12 free
- Premium themes cost $100-400 each
- Professional, conversion-optimized designs
- Can switch themes without losing content
BigCommerce Design Limitations:
- Expensive themes required for professional appearance
- Limited customization without coding
- Restrictive design framework
- Generic appearance across many stores
WordPress Design Excellence: Our custom ecommerce designs offer:
- Completely unique, branded designs
- Unlimited customization possibilities
- Mobile-first responsive design
- Conversion-optimized layouts
- No ongoing theme fees
Mobile Optimization
Mobile Performance Testing Results:
- WordPress (optimized): 1.8-2.7 seconds average load time
- BigCommerce: 2.5-3.8 seconds average load time
- Wix: 3.2-4.8 seconds average load time
Why Mobile Speed Matters:
- 53% of users abandon sites taking over 3 seconds to load
- Every second delay = 7% reduction in conversions
- Google prioritizes fast sites in mobile search results
- Mobile accounts for 60-80% of ecommerce traffic
SEO and Marketing Capabilities
Search Engine Optimization
Wix SEO Assessment: Positives:
- SEO wizard for beginners
- Semrush integration
- Basic schema markup
- Google Analytics integration
Significant Limitations:
- Slower loading speeds hurt rankings
- Limited URL structure control
- Basic technical SEO capabilities
- Restricted schema markup options
BigCommerce SEO Strengths:
- Clean, SEO-friendly code structure
- Advanced URL customization
- Built-in schema markup
- Good Core Web Vitals performance
BigCommerce SEO Weaknesses:
- No unified SEO management interface
- Limited blog functionality
- Basic content management capabilities
- Restricted technical modifications
WordPress SEO Dominance: WordPress consistently outranks both platforms because:
- Superior site speed: 1.8-2.7 second average load times
- Complete SEO control: Advanced plugins like Yoast, RankMath
- Technical flexibility: Custom schema, structured data
- Content marketing power: Superior blogging and content management
Email Marketing Integration
Wix Email Marketing:
- Built-in email marketing tools
- Basic automation capabilities
- Template library included
- Limited advanced features
BigCommerce Email Limitations:
- No built-in email marketing
- Requires third-party integrations
- Additional monthly costs for email tools
- Fragmented customer data
WordPress Email Advantages:
- Integration with any email service provider
- Advanced automation possibilities
- Customer data ownership and portability
- Lower costs through direct integrations
Performance and Scalability Analysis
Site Speed Performance
Load Speed Testing (50+ sites per platform):
WordPress (Optimized):
- Best case: 1.2 seconds
- Average: 2.1 seconds
- Worst case: 2.9 seconds
BigCommerce:
- Best case: 2.0 seconds
- Average: 3.1 seconds
- Worst case: 4.5 seconds
Wix:
- Best case: 2.8 seconds
- Average: 3.8 seconds
- Worst case: 5.2 seconds
Scalability Limitations
Wix Scaling Problems:
- 50,000 product limit restricts growth
- Performance degrades with large catalogs
- Limited server resources on shared hosting
- Expensive upgrades for additional features
BigCommerce Scaling Issues:
- Expensive plan upgrades required for growth
- Limited customization restricts unique branding
- API limitations for high-volume operations
- Vendor lock-in makes migration difficult
WordPress Scalability Advantages:
- Unlimited products and growth potential
- Horizontal scaling capabilities
- Complete control over hosting resources
- No vendor lock-in or platform restrictions
For optimal ecommerce performance, check our WooCommerce hosting recommendations.
Industry-Specific Analysis
Small Business Stores (Under $100K Revenue)
Wix Suitability:
- Quick setup and launch
- All-in-one convenience
- Basic feature set adequate initially
- Higher long-term costs become problematic
BigCommerce Challenges:
- Expensive for small businesses
- Complex interface overwhelming
- Premium themes add significant cost
- Overkill for simple selling needs
WordPress Advantages:
- Lower total cost of ownership
- Professional appearance builds credibility
- Room to grow without platform switching
- Complete ownership and control
Medium Businesses ($100K-$1M Revenue)
Wix Limitations Emerge:
- Product limits become restrictive
- Transaction fees eat into profits significantly
- Limited B2B functionality
- Performance issues with larger catalogs
BigCommerce Better Suited:
- Advanced inventory management
- No product limits
- Better API capabilities
- More professional appearance
WordPress Optimal:
- Advanced functionality without restrictions
- Lower operating costs improve margins
- Custom features for competitive advantage
- Unlimited growth potential
Enterprise Stores ($1M+ Revenue)
Both Platforms Fall Short:
- Wix: Completely inadequate for enterprise needs
- BigCommerce: Limited customization, expensive scaling
WordPress Enterprise Benefits:
- Complete customization for unique requirements
- Advanced integrations with existing systems
- Scalable infrastructure options
- Cost-effective compared to enterprise platforms
Real Client Success Stories
Case Study 1: Fashion Boutique Migration
Original Platform: Wix
Problem: $1,800/year in transaction fees, slow loading times
Solution: Custom WordPress ecommerce site
Results:
- Eliminated transaction fees (saved $1,800/year)
- 60% improvement in page load speed
- 35% increase in conversion rate
- Professional branding enhanced credibility
Case Study 2: Electronics Retailer Growth
Original Platform: BigCommerce Plus ($948/year)
Problem: Expensive themes, limited customization, rising costs
Solution: Ready-made WordPress store with custom modifications
Results:
- Reduced annual platform costs by $651
- Unique branding differentiated from competitors
- Advanced B2B features increased average order value 40%
- Complete control over customer experience
Case Study 3: Multi-Store Operation
Challenge: Managing 5 related stores across different niches
Platform Costs Comparison (Annual):
- Wix: $2,160 (5 stores × $432) + transaction fees = $4,000+
- BigCommerce: $4,740 (5 stores × $948) + apps = $6,500+
- WordPress: $1,485 (setup) + $750 (hosting) = $2,235 total
WordPress allowed:
- Centralized management of multiple stores
- Shared customer database and inventory
- Consistent branding across all properties
- Significant cost savings enabling business growth
Migration Considerations
Common Migration Scenarios
From Wix to WordPress: Typical reasons:
- Outgrowing 50,000 product limit
- Transaction fees becoming unsustainable
- Need for unique branding and customization
- Performance issues affecting conversions
From BigCommerce to WordPress: Common motivations:
- Reducing ongoing platform costs
- Gaining complete design control
- Advanced functionality requirements
- Integration with existing business systems
Migration Process Overview
What We Handle:
- Complete product catalog transfer
- Customer data migration (where legally permissible)
- SEO preservation and improvement
- Design enhancement and optimization
- Performance optimization setup
Typical Migration Timeline:
- Planning and Design: 1-2 weeks
- Development and Testing: 2-3 weeks
- Content Migration: 1 week
- Launch and Optimization: 1 week
Migration Investment:
- Ranges from $2,000-8,000 depending on complexity
- Typically pays for itself within 12-18 months through cost savings
- Includes ongoing support and optimization
Technical Comparison: Platform Architecture
Performance Architecture
Wix Technical Limitations:
- Shared hosting environment with limited resources
- Proprietary technology stack restricts optimization
- Limited control over caching and CDN
- Database performance issues with large catalogs
BigCommerce Infrastructure:
- Enterprise-grade hosting included
- Better baseline performance than Wix
- Limited customization of technical stack
- Good API performance for integrations
WordPress Technical Advantages:
- Complete control over hosting environment
- Optimization for specific business needs
- Advanced caching and CDN integration
- Scalable database architecture
Security Considerations
Platform Security Comparison:
- Wix: Platform-managed, limited control
- BigCommerce: Enterprise security, good compliance
- WordPress: Complete security control, can exceed platform security
Why WordPress Security Can Be Superior:
- Custom security implementations
- Regular security updates and monitoring
- Advanced threat detection capabilities
- No dependency on platform security practices
Advanced Feature Analysis
B2B Functionality
Wix B2B Limitations:
- Basic wholesale pricing options
- Limited user role management
- No advanced quoting systems
- Restricted bulk ordering capabilities
BigCommerce B2B Features:
- Advanced customer groups
- Tiered pricing structures
- Quote management systems
- Better bulk ordering tools
WordPress B2B Excellence:
- Complete B2B functionality through plugins
- Custom pricing workflows
- Advanced user management
- Integration with business systems
International Selling
Multi-Currency and Language Support:
- Wix: Basic multi-currency, limited language options
- BigCommerce: Good international features, currency conversion
- WordPress: Complete international customization, unlimited languages
Tax and Shipping Complexity:
- Wix: Basic tax calculation, limited shipping options
- BigCommerce: Advanced tax features, good shipping tools
- WordPress: Unlimited tax and shipping customization
Support and Community
Customer Support Quality
Wix Support Assessment:
- 24/7 phone support available
- Live chat during business hours
- Extensive help center
- Response times can be slow during peak periods
BigCommerce Support Experience:
- 24/7 phone and chat support
- Email support available
- Generally knowledgeable technical support
- Good for platform-specific issues
WordPress Support Advantages:
- Direct access to developers who built your site
- No support queues or ticket systems
- Expert knowledge specific to your business
- Ongoing optimization and improvement recommendations
Community and Resources
Learning and Development:
- Wix: Platform-specific training, limited transferable skills
- BigCommerce: Good documentation, platform-focused
- WordPress: Massive community, universally valuable skills
Making Your Decision: Key Factors
Choose Wix If:
- You need something online quickly with minimal investment
- Your store will remain small (under 1,000 products)
- Technical simplicity outweighs long-term costs
- You prefer all-in-one convenience over flexibility
Choose BigCommerce If:
- You need advanced built-in ecommerce features
- Your budget allows for $1,000-4,000 annually
- You prefer hosted solutions over self-management
- Advanced inventory management is crucial
Choose WordPress If:
- Long-term cost efficiency is important
- You want complete control and ownership
- Performance and SEO are critical for success
- You need unique branding and functionality
- You plan to scale significantly
Getting Started: Implementation Roadmap
WordPress Ecommerce Launch Plan
Phase 1: Strategy and Planning (Week 1)
- Define your ecommerce requirements and goals
- Choose between ready-made store or custom design
- Select optimal hosting solution
- Plan product catalog organization and structure
Phase 2: Development and Setup (Weeks 2-3)
- Install and configure WordPress/WooCommerce
- Implement chosen design with customizations
- Set up payment processing and security
- Configure shipping and tax calculations
Phase 3: Content and Testing (Week 4)
- Import product catalog and optimize descriptions
- Set up SEO and analytics tracking
- Test all functionality across devices
- Train team on management procedures
Phase 4: Launch and Optimization (Week 5+)
- Go live with marketing announcement
- Monitor performance and user behavior
- Optimize based on real user data
- Scale features as business grows
Investment Comparison
WordPress vs Platform Builders (3-Year Analysis):
Initial Setup Investment:
- WordPress (Ready-made): $497
- WordPress (Custom): $2,000-8,000
- Platform Builders: $0-300
Annual Operating Costs:
- WordPress: $150-400 (hosting + security)
- Wix: $1,000-3,000+ (plans + fees + apps)
- BigCommerce: $2,000-5,000+ (plans + themes + apps)
Total 3-Year Investment:
- WordPress: $947-8,900
- Wix: $3,000-12,000+
- BigCommerce: $6,000-18,000+
Return on Investment: WordPress typically pays for itself within 6-18 months through:
- Eliminated transaction fees
- Lower ongoing costs
- Better conversion rates
- Improved search rankings
Advanced Ecommerce Strategies
Conversion Rate Optimization
Platform Limitations:
- Wix: Basic A/B testing, limited customization
- BigCommerce: Better testing tools, restricted design changes
WordPress Advantages:
- Unlimited A/B testing possibilities
- Custom checkout flow optimization
- Advanced personalization capabilities
- Complete user experience control
Marketing Integration
Email Marketing and Automation:
- Wix: Built-in basic tools, limited advanced features
- BigCommerce: Third-party integrations required
- WordPress: Integration with any marketing platform, advanced automation
SEO and Content Marketing:
- Wix: Basic SEO tools, limited blog functionality
- BigCommerce: Good technical SEO, basic content management
- WordPress: Superior SEO capabilities, advanced content marketing tools
Future-Proofing Your Ecommerce Business
Technology Evolution
Platform Dependencies:
- Wix and BigCommerce tie your business to their technology roadmap
- WordPress allows adoption of new technologies as they emerge
- Open-source flexibility enables custom solutions
Business Model Changes:
- Platforms may change pricing, features, or policies
- WordPress provides independence from vendor decisions
- Complete control over business-critical systems
Exit Strategies
Data Ownership:
- Platform builders: Limited data export, potential lock-in
- WordPress: Complete data ownership and portability
Migration Flexibility:
- From platforms: Complex, expensive migrations
- From WordPress: Easy migration to any system
Conclusion: Choose the Platform That Grows With You
After building hundreds of ecommerce stores and seeing businesses evolve from startup to enterprise scale, I’ve learned that the best platform is the one that empowers growth rather than restricting it.
While Wix and BigCommerce can help you get online quickly, WordPress provides the foundation for long-term success:
Immediate Benefits:
- Lower total cost of ownership
- Superior performance and SEO
- Complete customization freedom
- Professional appearance and functionality
Long-term Advantages:
- No vendor lock-in or platform dependency
- Unlimited scalability and growth potential
- Advanced features without restrictions
- Better return on investment
The Business Case for WordPress: Your ecommerce platform should be an investment, not an expense. WordPress builds long-term value while platforms extract ongoing fees. The initial investment pays for itself through eliminated transaction fees, better performance, and unlimited growth potential.
Ready to Build Your Ecommerce Success?
- Quick Launch: Browse our ready-made ecommerce stores
- Custom Solution: Explore professional ecommerce design
- Performance Hosting: Choose optimized WooCommerce hosting
- Brand Development: Generate names with our business name generator
Don’t let platform limitations hold your business back. Choose the solution that scales with your ambitions and builds long-term value for your ecommerce success.
Your customers deserve the best possible shopping experience. Give it to them with a platform that puts your business first.
This comparison is based on extensive hands-on experience building ecommerce stores across multiple platforms and real client results spanning various industries and business sizes.