Wix Stores product, variant and catalog limits

A Wix store can hold up to 50,000 products. Each product can have up to 6 options, each option can have up to 100 choices, and the product can have up to 1,000 variants in total. Those four numbers are the hard ceilings of the Wix Stores catalog as of October 2026, and they are the same on every plan that can sell.

The limit most stores hit first is not the product count. It is variants. A product with three options of ten choices each already produces 1,000 combinations, and a fourth option pushes it over. Wix confirms that the 1,000-variant cap can't be raised, and its own suggested workaround is to split the item into separate products.

Below are all the published limits for products, media, categories, digital files, imports and inventory, plus the separate limits on the Wix CMS, with what each one means in practice.

The catalog limits at a glance

The core numbers come from Wix's page on store limits and recommended guidelines. When you approach a limit, Wix shows a notification in the dashboard. When you exceed one, you get an error message.

Products: the 50,000 ceiling

The 50,000-product allowance is the same on Core, Business and Business Elite. The Light plan has no product catalog and can't accept payments. So a higher plan does not buy you a bigger catalog. What it buys is covered in Wix plans compared.

Two situations make the number matter sooner than you'd expect:

• Splitting products to get around the variant cap. Every split adds to your product count.
• Dropshipping. The plan allowance for Modalyst dropshipping products is much lower than the catalog cap: 25 products on Core and 250 on Business, as of October 2026.

Options, choices and variants

These three terms are easy to mix up.

• An option is a way a product varies, such as Size or Color.
• A choice is one value of an option, such as Medium or Blue.
• A variant is one specific combination of choices, such as Medium and Blue. Each variant can have its own inventory, price, weight, cost of goods and pre-order setting.

The number of variants is the choices multiplied together. That is why the 1,000 cap arrives quickly.

A few behaviors are worth knowing before you design your products:

• Variant prices are set as a positive or negative difference from the base price.
• An image can be linked to the choices of one option only, not to every combination. You can show a different photo per color, but not per color and size.
• On a category page or grid gallery, only the first 2 product options are shown.
• Options can't be created for digital products.
• eBay won't list a product with more than 250 variants, so a marketplace can be stricter than your own store.

Old catalog and new catalog: the limits are the same

Wix has been moving stores to a newer version of its product catalog. Developers know the two as Catalog V1 and Catalog V3. A site runs one or the other, never both, and Wix says all sites will eventually migrate to the new one. A store that has been upgraded is not moved back.

The new catalog did not raise the ceilings. Wix's developer documentation for the new catalog states that products can have up to 6 options and up to 1,000 variants, the same as the help center figures.

What the new catalog adds is different in kind: inventory per variant per location, brands, reusable customizations and modifiers. To see which version you have, open the product creation page. Wix says that if the first field is "Images and videos," the site has the previous version, where modifiers aren't available.

Modifiers: customization without variants

A modifier is a customization the shopper adds that has no separate inventory or pricing. Engraving text, gift wrap and a note field are typical. Because modifiers don't create variants, they are the main way to keep a customizable product under the 1,000 cap.

The trade-off is pricing. Wix states plainly that you cannot offer modifiers with varied pricing. If gift wrap costs $5 extra, a modifier won't charge it.

Text-box modifiers handle custom text fields. You can make them required and set a character limit, and the title the customer sees can be up to 100 characters. As of October 2026, new modifiers are optional by default, so mark any that you need filled in. Details are in Wix's article on product options and modifiers.

Media, categories and digital files

Product media

• Up to 50 images, GIFs or videos per product.
• Product videos can be AVI, MP4, MOV or MPEG, up to 50 MB each.
• Wix recommends a minimum product image resolution of 3000 x 3000 pixels and a 1:1 ratio for mobile.

Everything you upload also counts toward your site's storage: 50 GB on Core, 100 GB on Business and unlimited on Business Elite. A large catalog with many high-resolution photos per product can use real space, so keep an eye on it at Settings → Manage Storage. The full picture is in Wix storage and bandwidth limits. Wix converts images to modern formats on the live site automatically, which we explain in image SEO on Wix.

Categories

Wix now calls product groupings categories, with subcategories beneath them. You may know them by the older name, collections.

• You can nest categories up to 5 levels deep, and that count includes the built-in "All Products" level.
• For best performance Wix recommends no more than 1,000 categories and subcategories in total. This is a recommendation, not a published hard cap.
• The same subcategory can't sit in two places. Different subcategories can share a name.

Category structure affects how shoppers and search engines find products. If you are planning a large category tree, read our guide to Wix ecommerce SEO first.

Digital product file sizes

A digital product made of several files must be uploaded as one ZIP. After online payment, the buyer gets a download link by email and on the Thank You page. The link stays active for 30 days, and you can resend it. If the customer pays by a manual or delayed method, the link is sent only after you mark the order as paid.

Two restrictions apply: digital products can't have options, and they can't be imported by CSV.

CSV import and export limits

Bulk editing by spreadsheet has its own ceilings, set out in Wix's import and export article.

• One import file can hold up to 15 MB of data and 10,000 rows. Rows after the first 10,000 are not imported.
• Each product, each variant and each media item takes its own row. A product with 20 variants and 5 images uses 26 rows, so 10,000 rows is far fewer than 10,000 products.
• The plain description field allows up to 16,000 characters.
• An import can create categories but can't nest them. You build the hierarchy in the dashboard.
• Digital products can't be imported.

If you are moving from Shopify, note that Wix's Shopify migration tool is limited to 1,000 products and 1,000 orders.

Inventory limits

Inventory can be tracked by exact quantity or simply set to In Stock or Out of Stock for each variant. In the Inventory tab you can update up to 300 items at once.

You choose whether stock is reduced when an order is placed or only after it is paid. With slow payment methods, the "after paid" setting can let customers buy items that are already sold out.

Pre-orders need two things: customers pay the full amount in advance, and a pre-order limit requires tracked inventory quantities. Separate stock levels for separate physical locations exist only on the new product catalog.

How the Wix CMS limits differ

The Wix CMS is a separate database tool for content you design your own pages around, such as team members, projects or locations. It has its own limits, and they depend on your plan.

Each CMS item can be up to 512 KB. The important point for store owners: collections that belong to Wix apps, including Stores, don't count toward these limits. Your 50,000 products and your CMS items are counted separately.

This matters when someone suggests building a product catalog in the CMS to avoid the variant cap. The store features in this article, such as variants, inventory tracking, subscriptions and sales channels, are documented for Wix Stores products, not for CMS items. Before going that route, work out exactly how ordering, payment and stock would be handled, and test it. For the SEO side of CMS-driven pages, see SEO for Wix CMS dynamic pages.

What to do when you hit a limit

1. Move non-stock choices to modifiers. If an option doesn't change price or stock, such as engraving text, it doesn't need to be an option.
2. Split the product. This is Wix's own workaround. For example, sell each material as its own product, with size and color as the options.
3. Trim unused combinations. Check which choices actually sell and remove the ones that don't.
4. Link split products together. Add links between the split products in their descriptions so shoppers can move between them.
5. Review the fit. If many of your products need more than 1,000 variants, or you depend on per-variant pricing for customizations, the catalog model may not suit you. See signs your store has outgrown Wix.

Give each split product its own title and description so the pages don't read as duplicates.

Conclusion

The Wix Stores limits are clear and published: 50,000 products, 6 options, 100 choices per option, 1,000 variants, 50 media items per product and 10,000 rows per import. For most stores the only one that bites is the variant cap, and modifiers or split products usually solve it. Map your most complex product against these numbers before you build, not after. If you want a second opinion on whether your catalog fits, or help structuring it, eSEOspace offers Wix website services, and our Wix Stores guide covers the rest of the platform. More guides are in our Wix hub.

Frequently asked questions