Case study: How Wix negatively impact business owners' e-commerce - Web Imp

Case study: How Wix negatively impact business owners’ e-commerce

Khairul Khairul • July 7, 2016
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Suggested read: Top 10 Ecommerce Trends for 2021 you must pay attention to.

Check it out: free website builders.

No need for graphic designers.

No need for software engineers.

No need for domain purchases.

It’s just you, your business, and your free website.

How perfect is this setting!

However, has it ever occured to you that there must be a catch to this super convenient, super “cost-efficient” package? Today, let’s take a look at

Case study of

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First, go to Click on Sign In.

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Next, you will be prompted to log in. You are given multiple log in options.

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Finally, you can create your website. Yay!

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Once you log in, you will be greeted by this page. A variety of templates await to be chosen by you.

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Use the search bar if you know what you’re looking for. Here, we’re searching for “ecommerce”.

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Next, click on one of the templates and you’ll be brought to this page where you can edit and customise. Check out all the toolbars!

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You can even create a slideshow of your products/services.


There you go – a basic website, created in less than 5 minutes! What do you think about the url?

At the click of buttons, you can instantaneously develop your own website.

Wix has an array of ready-made templates for you to choose according to your need. All you have to do is select the template and customize its content to your own purposes. Sounds perfect, isn’t it?

Click here for the top web design trends of 2015. 


Wix ads are all over the web.

Wix Screen shot

Take a look at the above image.

From a single page, you are prompted twice to create your own Wix site. As an ecommerce, your site visitor’s attention is extremely valuable.

You would want them to focus only on your products and lead them through an experience that ends at your desired destination, which is your own Call-To-Action page, not Wix’s.

Furthermore, although Wix allows you to customise your URL to some degree, it still cuts your website’s professionalism by a whole lot because you’re using Wix’s domain at the end of the day. presents the website as a subordinate of Wix. The emphasis is on, not your business, and rightfully so.

After all, you are not paying for your own site but to rent a domain from Wix. Your business website is as good as Wix’s property, not yours.

Of course, you have options to upgrade and buy premium plans.

However, you will have to pay more than SGD 20 a month for a domain name that may not assert your company’s legitimacy, have ads removed, increase storage size from a miserly 500MB to 10 or 20 GB, use templates that are available for millions of others to use, and activate payments and shopping cart options.

Basically, you are paying to give your site some semblance of a professional ecommerce.

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Without further ado, let’s take a look at what business owners have to share about their experience using Wix.

Reviews of Wix:

Site owner 1 (Mar 10, 2016):

“Well, I like the designs and the features. The editor is organic and you can figure most of it out just by experimenting. There are many templates for you to choose from and most are functional.

Most of the time the mobile version of your site might work.

It might even look sort of similar to your intended design but you have to edit the mobile version. Be careful, it does not automatically work. You still have to move elements (titles, text boxes, images) around.

The customer support is absolutely terrible (google it, you’ll see). Dont expect to get a reply quickly so it’s best to understand as much as you can before publishing your site.

Be very careful to check your bills before giving them money. If they bill you wrongly and you pay, you’re in trouble. Why? Because they dont have customer support.

Simple. If things like uptime, payments and support are crucial to your business then take a step back and literally take a moment.”

Site owner 2 (Feb 8, 2016):

“So I just launched my startup…and thanks to Wix my website has been down for over 12 hours…call, no answer. I am being asked to make an appointment to be called…..guess when? 2/16….9 days away. You can’t operate in a space where things break from time to time and your customer service has this nonchalant approach to issues that could cripple the company.”

Site owner 3 (Feb 4, 2016):

“Support is non-existent. You can only set appointments even if your site or eCommerce is down! They put you off and ask for screen shots and then tell you they aren’t seeing anything wrong. The site is very basic and easy enough to build but don’t plan on doing too much with it and definitely don’t plan on eCommerce as that portion of the site is not customizable or user-friendly.”

Site owner 4 (Jan 17, 2016):

“Asked for a domain transfer about 1 year and a half ago. Thought that was an automatic cancellation of my “premium plan” but apparently no.

Wix kept charging me automatically 149 USD per year without any confirmation from my side – I haven’t had the single piece of activity during all that time.

Asked for refund, and no answer at this date. I’ll update the review if any change.”

Site owner 5 (Oct 21, 2015):

“If you need a basic website, then Wix is probably fine. But’s that all it is – basicsuper basic. There’s only one option for shipping rates, whether you’re shipping something small like a pencil or big like a refrigerator. And don’t try to do too much without saving your work every 10 minutes or you’ll lose everything you’ve spent so much time on.

And I’m not the only one… just google “Wix can’t save error” and you’ll see what I’m talking about. And when you contact customer support (if that’s what you want to call it), they direct you to FAQ pages that are completely unhelpful. I put up with Wix for about 8 months.

While the price is great, you get what you pay for. A cheap website. I realized it’s really not worth trying to go super cheap on something as important as my business’s website – cheap paper towels for the office? Sure. Cheap website service – bad idea…

Wix advertises this whole “Do It Yourself” thing but completely lacks any real support. I hope you really are prepared to do EVERYTHING yourself.””


From these reviews, we can see that Wix’s customer support falls way below expectations, and individual users are confident that they are not the only ones experiencing this shortfall.

When a website developer is not committed to its clients’ websites, how can clients feel at ease, knowing that their ecommerce is stable and functioning?


The bottomline is that the free website you obtain from one-size-fits-all website builders such as Wix contribute to your business more as a liability than an asset.

If it’s not failure in customer support, it’s going to be a shortfall in another area.

This is because such website builders are in the business of mass production; you are the one who is going to have to do the job of fitting into their models and options.

As your ecommerce gains traction and you want to expand and modify your website, you will realise that you meet with more problems than solutions when engaging with these website builders.

Hence, why not invest your money in professionals who can commit to your business and create for you your own website, exactly the way you would want it to be?

I firmly believe that if you want to have a long term business, a customized website is the way to go. Find out how we can help you.

Own a Wix website? Or something similar? Let me know your experience!

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