Wix Review: Is It As Good As Everyone Says? [2025 UPDATE]

Wix at a Glance

Wix Pros, Cons, & Things That Could Be Better

I’ve used Wix for various small projects before, but this time, I put it through a full workout, testing every tiny feature it offers. Wix has a reputation for being easy to use, but does it have the muscle for a serious online presence? After building a site with Wix and thoroughly testing it, I can say it’s one of the most versatile no-code website builders—and I’ve tried nearly every popular one out there.

Unlike many DIY builders, Wix doesn’t sacrifice function for simplicity. It offers well-designed templates for any website need, near-total design freedom, built-in SEO and business tools, solid e-commerce features, and an extensive app market.

Every Wix website also comes with enterprise-level security, including an SSL certificate, data in transit encryption, PCI-compliant payment security for e-commerce sites, and anti-fraud protection.

Its AI-powered builder goes further than most, generating complete websites with your desired look and layout in minutes. Plus, with a generous free plan and affordable paid plans, it’s a viable choice for everything from personal sites to fully-featured online stores.

But is Wix’s flexibility enough to outweigh its limitations? And how does it stack up in design, e-commerce, performance, and pricing compared to similar solutions? I rolled up my sleeves to find out—and what I found might make you rethink what a website builder can do.

A Quality Template for Any Website Need, Goal or Style

Wix offers over 2000+ free templates across categories like business, e-commerce, creative, and blog sites. Many come with built-in apps to save you setup time.

Unlike most website builders that focus on standard business niches, Wix offers templates for almost any purpose – whether you’re launching a dog-walking service, starting a vlog, or setting up a wedding website.

Wix has a great template selection, but for this review I wanted to test how well templates adapt to mobile screens – an issue where Wix has come up short in the past. To find out, I chose a template, changed the banner image, layout, and placement of elements, resized the font, and then previewed the mobile version. I wasn’t disappointed.

I also evaluated Wix’s mobile editing tools, using them to fine tune the design for mobile browsing, adding a quick action bar and back-to-top button. You don’t have to worry about any changes you make – they won’t affect the desktop version.

If you make substantial changes to a template’s layout, you may want to edit the mobile view separately to ensure your content looks good. I’ve noticed that even website builders like Squarespace, known for its mobile responsive designs, now offer mobile editing tools.

One key limitation: once you choose a template, you can’t switch it. If you want a new look, you’ll either have to start over or invest time transferring your content to the new template. Competitors like WordPress make it easy to swap templates, so this could feel burdensome – but trust me, it’s not that hard.

That said, this limitation exists because Wix offers more customization freedom than most builders. The more control you have over design, the harder it is to automatically adapt changes across different layouts.

Design and Customization

Wix templates are highly customizable, so you’re not locked into picking one from your niche. Any template can be modified to fit your needs.

AI-Powered Assistant
The Wix Editor has a chatbot-like AI Theme Assistant to help you solve (almost) every design trouble that comes your way. The assistant recommends features and helps you pick the right fonts, colors, and elements. You can ask it for design guidance or to perform specific tasks like generating a color theme based on your logo.

Grid lines show you when elements are correctly centered or aligned with each other, and there are handy “boundary” lines to help you arrange your content.

It’s super easy to add custom elements or third-party widgets even if you lack technical know-how. In your Wix dashboard, click on Add Elements, choose Embed HTML or Embed HTML code, and paste or enter the widget’s URL or HTML code (you can find the HTML code in the page source). When done, click “apply” to save your changes.

For developers and those with advanced technical skills, the Wix Software Development Kit (SDK) extends customization further by allowing advanced scripting and API integrations. You may be familiar with Velo, which Wix is phasing out. The SDK is the new, more modern tool.

Wix’s Features Let You Build the Site of Your Dreams

If you can imagine something for your website, you can probably do it on Wix. You’ll find standard features like blog management and an online store, but you’ll likely find features and apps that cater to your specific needs. The restaurant features are some of their best, but you’ll also find excellent options for art and photography, hospitality, and more.

You don’t need any technical knowledge to set up even the more advanced features like animations and site frames. The hardest part is limiting yourself to only adding the necessary features and not everything that sounds cool. Trust me, using Wix was a real test of balancing my “ooh, shiny!” instincts with my self-control.

Wix Stores & Other E-commerce Features

Wix Stores is one of the easiest e-commerce tools I’ve ever tested. Once you upgrade to Wix’s Core plan or higher, you can take full advantage of the app’s features and display products, get orders, and accept payments with Wix Payments or other providers. That’s a lot more than you can say for other website builders.

As much as I like Wix Stores, larger e-commerce businesses will get more functionality from dedicated e-commerce platforms like Shopify. That said, Wix Stores is more than enough if you have a small to medium-sized online shop. As a bonus, you can customize your product pages and shopping cart, whereas Shopify won’t let you.

Plus, you can enhance your customer’s shopping experience with Wix’s AI Site-Chat app (free on the Wix App Market). The chatbot can act as a virtual salesperson and offer shoppers personalized recommendations. For example, if you own a fashion shop, a visitor may ask to see your “pink elegant dresses.” The chatbot will pull up product photos and direct links to the relevant items.

Robust App Market to Expand Your Site’s Capabilities

The Wix App Market offers 800+ apps to expand your site’s functionality. 45 of these apps are created by Wix, covering essentials like blogging, contact forms, and event calendars. Others, like Wix Bookings (online scheduling) and Wix Pro Gallery (portfolios), Wix Reviews (product reviews), and Wix Comments (community sites), enhance the user experience and help drive engagement.

You’ll also find third-party integrations for marketing tools like Google AdSense and social media ads, plus free options for e-commerce, like Printful for dropshipping.

Most apps have a free version, others require a paid upgrade to access more advanced features. Premium apps, like the email marketing/SMS tools Omnisend and Klaviyo, have tiered paid plans that scale with you.

The Wix App Market challenged my self-control in the face of new, shiny features – mainly because you can add apps with a single click, and there’s no limit to how many you can have.

Wix SEO Setup Checklist

In most cases, SEO tools in website builders are extremely generic, but Wix surprised me. It’s not perfect, and it’s still overcoming years of a bad SEO reputation, but currently, Wix might have the best SEO tools of any website builder I’ve tested.

When you set up your website, Wix asks for up to five target keywords, then generates a custom SEO checklist. It walks you through how to optimize key pages and explains how Google reads and understands your site — something no other website builder can match.

The SEO Setup Checklist is accessible from Wix’s revamped SEO dashboard, where you can also:

• Track Google Search Console performance data
• Manage all SEO settings
• Access personalized SEO learning materials based on your experience level

Having taught myself SEO, I wish Wix’s SEO Learning Hub had been around when I started. Its easy-to-follow guidance makes SEO far less intimidating for beginners.

An Abundance of Business Tools

To help you get more visitors to your site, Wix offers an impressive suite of free and paid business tools that cover almost everything you might need to successfully market your website.

Marketing & Engagement Tools

• Email marketing. Wix has a free email builder with designer-made templates to help you create professional email campaigns and send them to your mailing list. You can also use its AI email generator to create engaging emails complete with images drawn from Wix’s extensive media library.
• Video maker. Wix’s free video tool lets you create business videos containing images, business information, and more using its customizable video templates.
• Social media post builder. Design and share eye-catching social media graphics directly from Wix.
• Automations. Set up triggers for customer interactions, like sending abandoned cart emails, assigning automatic chat labels, and managing support tasks.
• Marketing integrations. Easily connect tools like Google Analytics, Mailchimp, and other business apps.

Business Management Tools

• Invoices. Request and track payments within your Wix dashboard.
• Analytics. Wix analytics lets you track your site traffic, sales, and customer interactions. You can even integrate Google Tag Manager to track conversions from your marketing campaigns.

My Experience With Wix

I’ve used Wix for years on smaller projects, but this time, I spent a full month building a home decor blog and shop to put it through its paces. From design and business tools to e-commerce, blogging, and SEO, I tested almost everything it offers.

My first impression? It’s easy! While mastering more advanced features takes some learning, guidance is available at every step. It mostly runs smoothly, but the AI builder can be a bit unstable. Still, with its balance of intuitiveness and creative freedom, Wix made it easier than ever to turn my idea into a fully functional website.

Getting Started With Wix

Wix offers two ways to start designing your site:

• AI-generated design based on your preferences
• Pre-designed templates that you can fully customize

I selected the template option and Wix presented me with templates from blog categories, like Lifestyle, Wedding, and Travel. While there wasn’t a dedicated home decor category, I was pleasantly surprised by how well Wix matched templates to my niche.

Unlike some website builders that present only a still image of their templates, Wix lets you click buttons and open menus while previewing its templates. I am usually indecisive, but this process helped me pick my template with confidence.

The entire process took less than 10 minutes. You might move even faster if you don’t take your sweet time browsing through the designs like I did.

Setting up my site was quick, thanks to Wix’s AI assistant, a chat-based questionnaire that only took less than a minute to complete. Unlike other builders that just ask for a site name and purpose, Wix’s assistant goes deeper – asking about tone, design preferences, services, and goals.

After I answered the questionnaire, Wix automatically installed relevant apps and features based on my responses – saving me time hunting them down manually.

I also tested using Wix’s non-AI setup wizard, which allowed me to manually select the type of website I was creating, site goals, and more. Since I was building a home decor blog and shop, Wix suggested Blog, Online Store, and Instagram Feed (and I was impressed!).

Customizing My Wix Website

At first, I considered playing it safe and sticking close to my template – but my Leo nature wasn’t vibing with having a website that looked like everyone else’s. So, I made a few high-impact (but quick) changes, like customizing my site palette and changing my layout.

The best thing is Wix worked harder than me, offering me many variations for pretty much everything. For example, it prepared dozens of color themes on top of the one I created, plus offered to generate a theme with AI based on my logo or prompts.

I must admit the abundance of options overwhelmed me at first. But all anxiety was gone when I discovered each element had a dedicated Help button (question mark icon). So if you find yourself a little lost, guidance is right there – clicking the Help button will open up a window with a description of the element you’re working on, instructions on how to apply different edits, and a search bar connected to Wix’s Help Center for more information. I never had to work too hard to find whatever I needed next!

Out of the many website builders I’ve tested, Wix has the best drag-and-drop editor. Everything can be adjusted down to the pixel, and you can add, move, or layer elements in any combination imaginable.

Adding and reordering pages in the menu is also available via drag-and-drop. I was able to change my page order through the sidebar menu and, from this same screen, add new pages and elements and upload media.

I never had to leave the editor and search for stuff myself. A search bar integrated into the editor takes you right where you want. For example, I typed SEO and was directed to the SEO settings within my dashboard.

It was remarkably easy to enhance my site functionality with apps from the Wix App Market. While my site had the Wix Stores app pre-installed, you can download it from the same sidebar menu in mere minutes.

While I needed some time to get comfortable with everything Wix offers, customizing my website was a straightforward, intuitive, and even fun experience.

Creating a Personalized Website With Wix’s AI Tools

If you’re short on time, Wix’s AI Website Builder can create a site for you. Sure, it has some design limitations, but once your site is built, you have full control to edit whatever you like – the same as you would with a template. I tested it and experienced a few crashes along the way, but my overall experience was positive.

The AI builder generated designs based on my initial site profile. I tested changing some details in the Site Brief for different ideas, and it delivered completely different results each time. That said, some results were off. After playing around with Wix AI Website Builder, I discovered my prompts weren’t specific enough and lacked critical information, so the results improved as I refined them.

Still, I consider Wix’s pre-designed templates to be far more polished than its AI-generated designs. But Wix AI might work for you if you don’t have strong design preferences, need a super basic site, and don’t mind trying a few times until you catch it in the right mood to honor your requests.

On top of the AI site builder, there’s a whole host of AI tools to help you write website content, edit images, and analyze and report how your site is doing:

• AI text creator. Create impressive copy for different use cases, including e-commerce product descriptions.
• AI blogging tools. Use your business info and blog post settings (i.e., your tone of voice, audience, keywords) to draft entire SEO-friendly blog articles, complete with images.
• AI for Google Ads. Prepare effective titles and descriptions for your Google Ads within the required character counts and for relevant keywords.
• Wix Photo Studio. Generate images using AI, upscale image resolution, and remove background, among other things, to add a “wow” factor to your website’s look.

My experience with Wix’s AI tools might not be perfect, but I have yet to find a builder that offers quite as much freedom and AI-powered features as Wix AI Website Builder.

Additional Ease of Use Features

Dozens of Section Layouts

Wix has a massive selection of pre-designed section layouts in categories like Welcome, About, and Testimonials. If you’re new to web design, you can easily combine section layouts that will look good no matter what. These layouts helped keep my site looking professional rather than put together by an amateur (which I am when it comes to web design).

If you get bored with your layout, Wix’s AI Generator lets you redesign the composition of your website in a single click.

AI Mobile App Builder

Whether you’re a personal trainer or an e-commerce shop owner, Wix’s AI-powered mobile app builder allows you to create custom iOS or Android mobile apps with your logo and branding. All this is possible without a single line of code and for a fraction of the usual cost and time.

The apps built with Wix boast built-in features like push notifications, e-commerce, bookings, forums, and hundreds of other business solutions. All dashboard and app activity is synced in real time, meaning all changes made on your site’s dashboard will be reflected in the app.

Centralized Communication With Wix Inbox

Wix Inbox brings all communication channels into one place, so you don’t have to waste time juggling platforms or risk missing a message from a customer. Through your Wix Inbox, you can access messages from Wix Chat, Wix Forms, your social media, and Gmail accounts.

On top of overseeing all communication from one place, you can respond to repetitive queries with saved replies, encourage sales by sending product links and coupons, ensure timely payments with payment requests, and more. Plus, you don’t have to do it all by yourself – Wix lets you share the load by giving team members access to your Wix Inbox.

Refreshingly Helpful & (Mostly) Fast Support

Wix has a huge Help Center with step-by-step guides, video tutorials, and live chat support available 5–6 days a week (depending on language). While it advertises “24/7 support”, this only applies to the Help Center and English-language callback support.

If you need help in another language, callback support is available during different operating hours, depending on the support team’s country. Wix currently offers callback support in 10 languages, including English, Dutch, French, German, Hebrew, Italian, Japanese, Portuguese, Spanish, and Turkish.

Unlike most website builders, Wix doesn’t offer email support, except in Korea where callbacks aren’t available. However, you can always email the Wix community to access dedicated forums and peer-to-peer assistance. Unlike other popular builders like WordPress, Wix support channels are available regardless of your plan.

A Surprisingly Helpful Chatbot

The automated chatbot guides you through a detailed sequence of prompts and provides relevant support articles. I was impressed when the bot suggested I speak with a human expert after not being able to answer my question. Many platforms make it purposely hard to reach human assistance, but Wix isn’t one of them. The bot informed me callback waiting times were longer than usual, helping me avoid frustration by contacting live support directly.

I connected to a live rep within a minute. It turned out my question was outside their scope and they transferred me to a colleague from another department. The handoff was smooth, and the second agent handled my query without issue.

Callback Support: Helpful but Not Always Fast

Wix’s callback support was just as thorough, though slightly slower than the advertised seven-minute wait time. This could be frustrating for time-sensitive issues. On a positive note, the rep answered my question about site migration immediately, so I was only on the phone for a few minutes. And, despite asking questions from an account using the free plan, I was pleasantly surprised the agent didn’t push me to upgrade.

Whether you enjoy troubleshooting problems on your own or want to talk to a real person, Wix delivers excellent support, although slower than promised at times.

Wix Offers a Plan for Every Budget – Which is Right For You?

One of the best things about Wix is that its free plan is more generous than any of the free plans I’ve tested by other website builders.

With the free plan, you can:

• Create unlimited pages
• Use advanced design tools, including Wix Pro Gallery
• Use every customization feature
• Access some tools from the Wix App Market

However, you can’t connect a custom domain or remove Wix’s branding, and you’ll only have limited bandwidth and storage. While you can add apps like Wix Blog, Google Maps, and Wix Chat, your choices are limited. Online payments are also not available.

The Wix Free plan is ideal if you want to explore, test, or publish a simple website without investing money upfront. It’s a great, no-risk way to experience everything Wix offers.

When you upgrade to the Light plan, you’ll remove Wix ads, and get more storage, unlimited bandwidth, and a free custom domain for a year. You’ll also enjoy full access to the app marketplace, and can add tools like Wix Bookings so visitors can view your availability and book appointments online. However, payments will be disabled.

The Light plan is best for creative portfolios, freelancers, consultants, and small service businesses that don’t need to accept online payments.

To accept online payments, you’ll need at least the Core plan. This plan includes online store benefits like selling on social channels and online marketplaces, making it a great low-cost alternative to dedicated e-commerce platforms like Shopify. I’d recommend the Core plan for new or small online stores, agencies, and other client-based firms.

Growing businesses that need automation, support, and comprehensive analytics data should consider the Business or Business Elite plan. These offer advanced e-commerce capabilities that calculate shipping rates, automate sales tax calculations, and display product pricing in multiple currencies.

If you change your mind, you can get a full refund for your Wix plan within 14 days of purchase, no questions asked. If you cancel after that, you’ll have to contact Wix and make your case, which they’ll review and decide on an individual basis.