Wix eCommerce Technology Intelligence

What is Wix eCommerce?

Wix eCommerce is the online selling solution integrated into Wix's drag-and-drop website builder. Founded in 2006 in Israel, Wix has grown to power over 250 million websites, with eCommerce functionality added in 2014. The platform enables anyone to create professional online stores without coding, using Wix's intuitive visual editor.

Wix eCommerce combines the simplicity of Wix's website builder with robust commerce features: product management with variants, inventory tracking, multiple payment gateways (Wix Payments, PayPal, Stripe), shipping calculations, and tax automation. The platform supports physical products, digital downloads, bookings, and subscriptions.

Wix Stores powers everything from single-product shops to catalogs with thousands of items. The platform handles 500+ million transactions annually across restaurants, retail, services, and digital creators.

Wix eCommerce Platform Features

Visual Editor: Drag-and-drop product galleries, cart widgets, and checkout elements anywhere on pages. 800+ designer-made templates with full customization freedom.

Wix Payments: Built-in payment processing accepting credit cards, Apple Pay, Google Pay. Competitive rates (2.9% + $0.30). Instant payout available in supported countries.

Multi-Channel Selling: Sync products to Facebook Shop, Instagram Shopping, and Google Shopping. Centralized inventory prevents overselling across channels.

Abandoned Cart Recovery: Automated emails sent to shoppers who left without purchasing. Customizable timing, design, and incentives to recover lost sales.

Wix Bookings Integration: Service businesses combine product sales with appointment scheduling. Sell consultation packages, class passes, or equipment alongside services.

Dropshipping: Modalyst and Printful integrations enable selling without inventory. Products ship directly from suppliers with automatic order routing.

Wix eCommerce Use Cases

Creative Professionals: Artists, photographers, and designers showcase portfolios alongside shops selling prints, originals, and commissions. Gallery and shop pages share consistent branding.

Small Retail: Local boutiques and gift shops establish online presence with limited technical resources. Wix's simplicity enables owner-operated stores without developers.

Restaurants: Wix Restaurants app enables online ordering for pickup and delivery. Menu management, order notifications, and kitchen ticket printing streamline operations.

Fitness & Wellness: Studios sell memberships, class packages, and merchandise. Wix Bookings handles session scheduling while the store manages retail.

Event Organizers: Ticket sales via Wix Events integrate with attendee management. Merchandise, VIP packages, and add-ons sold through the same checkout.

Side Hustles: Hobbyists and part-time sellers start with free plans, upgrading as volume grows. Low barrier to entry enables testing business ideas.

Wix Velo (Code) Examples

Custom Product Filtering with Velo

import wixData from 'wix-data';
import wixLocation from 'wix-location';

$w.onReady(function () {
    // Filter products by custom field
    $w('#categoryDropdown').onChange(() => {
        const category = $w('#categoryDropdown').value;
        $w('#productRepeater').setFilter(wixData.filter().eq('category', category));
    });

    // Custom add to cart with analytics
    $w('#addToCartButton').onClick(async () => {
        const product = await $w('#productPage1').getProduct();
        $w('#shoppingCartIcon').addToCart(product._id, 1);
        // Track event
        wixWindow.trackEvent('AddToCart', {
            productId: product._id,
            productName: product.name,
            price: product.price
        });
    });
});

Backend Order Processing

// backend/orders.jsw
import wixStoresBackend from 'wix-stores-backend';

export async function sendOrderToFulfillment(orderId) {
    const order = await wixStoresBackend.getOrder(orderId);
    // Send to 3PL API
    const response = await fetch('https://fulfillment-api.com/orders', {
        method: 'POST',
        body: JSON.stringify({ items: order.lineItems, shipping: order.shippingInfo })
    });
    return response.json();
}

Wix eCommerce Advantages

True Drag-and-Drop: Unlike grid-based builders, Wix allows pixel-perfect placement. Move any element anywhere. Complete creative freedom without code.

All-in-One Platform: Website, store, blog, bookings, email marketing, CRM, and automations in one subscription. No integrating multiple tools.

800+ Templates: Industry-specific designs for fashion, food, art, fitness, and more. Mobile-optimized automatically. Full customization from any starting point.

Free Plan Available: Start selling with Wix branding and limited features. Upgrade when ready for custom domain and payment processing.

Wix Velo: Full JavaScript development environment for advanced customization. Create custom databases, APIs, and logic while keeping the visual editor benefits.

Ascend by Wix: Built-in marketing suite includes email campaigns, Facebook ads, social posts, SEO tools, and customer management—all from the dashboard.

24/7 Support: Phone, email, and chat support in multiple languages. Priority support for premium members. Extensive help center and video tutorials.