Wix Stores: a complete guide for business owners

Wix Stores is the online store app built into Wix. You add it to a Wix site, load your products, connect a payment provider, set shipping and tax, and sell from the same dashboard you use for the rest of the site. You can add and set up the store for free, but customers can't place orders until the site is on a plan that accepts payments: Core, Business or Business Elite.

As of October 2026, Core is the cheapest plan that can sell. Wix lists it at $29 per month in the US, and that figure is the yearly-subscription price, paid in full up front. Every selling plan allows a catalog of up to 50,000 products. What changes as you move up is automated sales tax, dropshipping allowances, storage and a handful of marketing features.

This guide walks through what the store includes, what each plan adds, and where the limits are, so you can decide whether Wix Stores fits your business before you build on it.

What Wix Stores is

Wix describes Wix Stores as an eCommerce platform for creating an online store. In practice it is an app that adds product pages, a cart, a checkout and an order management area to a Wix site. It is not a separate product with its own login. Your store, blog, booking calendar and contact forms all live in one dashboard and share one list of customers.

You can sell four kinds of things: physical products, digital products, product subscriptions and gift cards. The feature list in Wix's overview of store features also covers product videos, a different image for each product option, discounts and coupons, a loyalty program, product reviews, wishlists, customer accounts and a storefront in more than 35 languages.

You can also run the store from the Wix app on your phone: create products, manage orders, scan barcodes and take payment in person.

Which Wix plans let you sell

Wix has four paid plans for sites built in the Wix Editor. Only three of them can take payments. The prices below are what Wix showed US visitors in October 2026, per month on a yearly subscription, before tax. Sites built in Wix Studio use a separate set of Studio plans.

The source for this table is the comparison on Wix's plans page. Prices vary by country and the final figure appears at checkout. There is no free trial of a paid plan, but there is a 14-day money-back guarantee. Each plan covers one site.

For most small stores the real decision is Core versus Business. Core is enough to sell. Business adds automated sales tax, a larger dropshipping allowance, unlimited back in stock notifications and the currency converter. We compare every tier in more detail in Wix plans compared.

Products and the catalog

Each product has a name, description, price, images and, if it comes in versions, options. An option is a way the product varies, such as size or color. Each combination of choices is a variant, and a variant can have its own price, stock level and weight.

The limits that matter most:

• Up to 50,000 products per store.
• Up to 6 options per product, 100 choices per option and 1,000 variants per product.
• Up to 50 images, GIFs or videos per product.
• Categories with subcategories, up to 5 levels deep.

You can add products by hand or import them from a CSV file. Inventory can be tracked by quantity or simply marked in stock or out of stock. Pre-orders are supported on all three selling plans. If your catalog has complex products, read Wix Stores product, variant and catalog limits before you commit, because the 1,000-variant ceiling can't be raised.

Taking payments

You connect a payment provider at Accept Payments in the site dashboard. The default choice for US businesses is Wix Payments, Wix's own processor, which accepts credit and debit cards, Apple Pay, Google Pay, PayPal and buy now, pay later options such as Affirm, Afterpay and Klarna. The US card rate is 2.9% + $0.30 per transaction as of October 2026, and American Express is higher at 3.7% + $0.30.

You are not locked into Wix Payments. Stripe, PayPal, Square and a long list of other providers can be connected instead. One rule to know: only one provider can process credit cards at a time. A second provider can be added for alternative methods such as PayPal.

Some businesses are not eligible for Wix Payments at all. Wix's published list of prohibited categories for the US includes adult content, many financial services and supplements containing CBD or THC. Rates, payout timing and the provider options are covered in Wix Payments fees and payment options.

Shipping and sales tax

Shipping, delivery and pickup

Shipping is built around regions. A new store starts with two, Domestic and International, both set to free shipping. You change that at Shipping, delivery & fulfillment in the dashboard. A region can be a country, a group of countries, or states within a country, and each region gets its own rules.

The rule types are free shipping, flat rate, rate by weight, rate by price, rate by quantity and USPS calculated rates. Local delivery and store pickup can sit beside shipping or replace it. US merchants can buy and print labels for USPS, UPS, FedEx and DHL Express from the dashboard.

The main limit is live carrier rates. The built-in option is USPS only, for US merchants selling in USD. Live rates from UPS or FedEx need a third-party app. The full setup is in setting up shipping on Wix Stores.

Sales tax

Wix gives you two ways to charge tax, both under Settings → Tax. With the manual method you pick the locations and type in the rates yourself. With the automatic method, a third-party service called Avalara calculates the rate for each order, including county and city differences.

Automatic tax depends on your plan: 100 transactions a month on Business, 500 on Business Elite, none on Core. Either way, Wix calculates and collects tax at checkout. Registering with states and filing returns remain your job. See sales tax on Wix Stores for how the tool works. That article is a description of the software, not tax advice.

Checkout and getting orders back

The checkout is a Wix-hosted flow that you adjust at Checkout Settings, which has a live preview. You can change colors, button shape and the header logo, add custom fields, add a marketing opt-in checkbox, show your store policies and require customers to agree to them. Email, first name, last name and delivery details can't be removed.

Guest checkout is the default. Express buttons for PayPal, Apple Pay and Google Pay take shoppers straight to payment.

All three selling plans include abandoned cart recovery, an automated email that goes to shoppers who added items, gave an email address and left without paying. Wix turns the email on automatically for some merchants and not others, so check the toggle at Abandoned Carts in the dashboard.

Selling beyond your website

Wix Stores can feed other places you sell:

• Sales channels. Wix's help center lists eBay, Amazon, Google Shopping, YouTube, TikTok, Facebook and Instagram. Facebook and Instagram shops are no longer created from the Wix dashboard. They now run through a product feed or a third-party app. Etsy is not supported natively.
• In person. Wix POS is available to businesses in the US, Canada and the UK (except Northern Ireland) that use Wix Payments. A sale at the counter draws from the same catalog and inventory as the website.
• Dropshipping and print on demand. Wix names Modalyst and Spocket for dropshipping and Printful and Printify for print on demand.
• Subscriptions. A physical product can be sold on a recurring schedule, and the separate Pricing Plans app sells memberships and service packages.

Apps and custom development

When the built-in features run out, the next step is the Wix App Market. Wix points to apps for wholesale ordering (SparkLayer), third-party fulfillment (ShipBob), multi-carrier shipping rates (Shippo, ShipStation and others) and marketplace connections. Many of these are billed separately from your Wix plan, so add their cost to your budget.

Beyond apps, developers can extend a store with Velo by Wix, which Wix describes as a full-stack development platform. That opens up custom logic such as your own shipping-rate calculations. It also means paying for development, and at that point it is fair to ask whether the store still belongs on Wix.

Who Wix Stores suits

Wix Stores fits a business that wants a website and a store in one place, managed by people who are not developers. It works well for:

• Small and mid-sized catalogs of fairly simple products.
• Service businesses that also sell products, since bookings, forms and the store share one dashboard.
• US sellers who are happy shipping with USPS rates or flat and tiered rules.
• Shops with one physical location that want online and counter sales on one inventory.

It gets tighter when you need products with more than 1,000 variants, wholesale pricing by customer group, different prices per country, live rates from several carriers without an app, or automated tax on more than 500 orders a month. Those are the usual reasons stores move on, and we cover them in signs your store has outgrown Wix. None of them matter if your business doesn't need them.

A sensible setup order

1. Add Wix Stores and load a few real products, with options and weights, before you design anything.
2. Upgrade to Core or higher. Wix Payments also requires the site to be published.
3. Connect a payment provider at Accept Payments and finish verification.
4. Replace the default free-shipping regions with your real shipping rules.
5. Set up tax at Settings → Tax for the places where you are required to collect.
6. Add store policies and review Checkout Settings.
7. Check the abandoned cart email and place a test order from start to finish.
8. Write unique product titles and descriptions. Our guide to Wix ecommerce SEO covers what to do next.

Conclusion

Wix Stores gives a small or mid-sized business a complete store without a separate platform: a 50,000-product catalog, a choice of payment providers, flexible shipping rules, tax calculation, a customizable checkout and cart recovery, starting on the Core plan. The trade-offs are specific and knowable in advance: variant ceilings, USPS-only live rates, plan caps on automated tax and a reliance on apps for wholesale and some sales channels. Check those against your own catalog and order volume before you build. If you want a store set up properly the first time, eSEOspace offers Wix website services. More guides are in our Wix hub.

Frequently asked questions