Shopify vs. Wix Statistics
Shopify dominates the online retail, no questions asked.
But here’s what many merchants never knew:
Wix quietly powers more websites overall, in comparison.
As of mid-2025, there are 5.9 million live Shopify websites, while Wix powers over 8 million live sites worldwide.
It’s the classic battle of specialization versus scale as Shopify focuses on high-volume commerce, while Wix spans blogs and online stores.
This report examines the latest 2025 data to compare these two platforms in terms of market share, growth, performance, and user satisfaction.
Key Shopify vs. Wix Statistics:
- Shopify reported $8.88 billion in total revenue for 2024.
- Wix generated $1.76 billion in total revenue for 2024.
- Shopify is the #1 e-commerce platform globally among the top 1 million ranked websites, with a leading 28% share.
- Wix Stores holds approximately 2.5% market share among e-commerce platforms in the top 1 million websites, ranking between 10-15.
Sources:
Market Share & Usage Trends
Live Website Counts
Shopify powers approximately 5.9 million live websites worldwide, focusing heavily on e-commerce stores.
In comparison, Wix has powered above 8 million live websites globally, reflecting its broader focus on general websites and smaller-scale commerce.
Merchant Growth Trends
Shopify’s live store count is growing steadily, with approximately 2.5 million active Shopify stores as of mid-2025.
Wix e-commerce stores are quite few in comparison, standing at just 200,000.
Global CMS Market Share
Shopify holds around 6.7% of the global CMS market, ranking just behind WordPress.
In comparison, Wix controls approximately 5.2%, reflecting its strong presence as a website builder but a slightly smaller CMS footprint.
E-commerce Platform Market Share (Global & US)
Globally, Shopify commands about 10.32% of the e‑commerce platform market. In contrast, Wix Stores holds only about 4.28%, making it a much smaller player worldwide.
In the U.S., Shopify leads with 30%, while Wix Stores trails behind with 23%, capturing nearly one-quarter of the market.
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Revenue, GMV & Business Performance:
Annual & Quarterly Revenue
Shopify posted $2.68 billion in Q2 2025 revenue, a 31% year-over-year increase.
Wix reported $489.9 million in Q2 2025 revenue, up 12.4% year-over-year.
Shopify outpaces Wix, generating more than five times the quarterly revenue in the same period.
Gross Merchandise Volume (GMV) & Payment Volume (GPV)
Shopify’s GMV in Q2 reached $87.84 billion, up over 30% YoY. Europe led the charge with a 42% growth in GMV on a constant-currency basis.
Wix does not disclose GMV or GPV at the platform-wide level.
Profitability & Margins
In Q2 2025, Shopify maintained a 16% free cash flow margin, marking eight consecutive quarters with double‑digit free cash flow margins.
Wix posted a non‑GAAP operating margin of 22% in Q2, with non‑GAAP operating income of approximately $110 million.
Net Income & Margins: A Profitability Snapshot
Shopify’s net income in Q2 jumped to $906 million from $171 million last year, reflecting efficient operations and revenue acceleration.
Wix delivered $57.7 million in net income (a 46% increase YoY), along with a healthy 22% non‑GAAP operating margin.
Forward-Looking Guidance & Strategic Momentum
Shopify forecasts Q3 2025 revenue growth in the mid‑to‑high‑20% range, gross profit in the low‑20% growth range, and free cash flow margins in the mid‑to‑high teens.
Wix raised its full-year revenue outlook to $1.975–2.0 billion (+12–14% YoY) and expects Q3 revenue of $498–504 million (+12–13% YoY).
Sources:
Platform Features & Capabilities
App Ecosystem: Depth & Commerce Focus
Shopify has a massive app ecosystem with 15,900 apps in its App Store as of August 2025, reflecting a 39% year-over-year increase.
Wix offers 500+ apps in its App Market across a broader mix of e‑commerce, booking, and content utilities.
This means Shopify’s app library is roughly 25× larger, underscoring its commerce-first strategy with deep integrations for scaling merchants.
Payment Processing & Multi-Currency Capabilities
Shopify Payments supports a wide array of payout currencies, including EUR, USD, GBP, JPY, AUD, CAD, SGD, and more. It also allows up to 8 multi-currency bank accounts on higher-tier plans.
Wix, meanwhile, anchors payout currency to merchant location and does not currently allow switching to other currencies.
Developer Ecosystem Momentum
Shopify supports over 15,900 published apps by nearly 9,900 distinct vendors, creating a robust developer economy.
Notably, Shopify paid out over $1 billion to developers last year and now caps developers’ rev‑share exemption threshold to a lifetime $1M.
Wix hasn’t disclosed equivalent metrics.
Sources:
Customer Demographics & Industry Adoption
Shopify: Global Reach & Buyer Profile
Shopify serves over 5 million merchants and facilitated $292.3 billion in GMV across 175 countries in 2024, with 57% of transactions coming from the U.S.
It reaches over 700 million annual customers, primarily young shoppers aged 18–34, with mobile devices accounting for around 60–70% of traffic and sales.
Wix: Small Businesses & Creative Professionals
As of 2024, Wix has around 258 million users.
A majority of these are small businesses; nearly 80% of active Wix sites are run by companies with fewer than 10 employees.
Women make up 51% of new site creators in 2025, and top business categories include health & wellness (18%), personal services (15%), and e-commerce (14%).
Industry Verticals
| Category | Shopify – % of Stores (Global) | Shopify – Store Count | Wix – % of Stores (Global) | Wix – Store Count |
|---|---|---|---|---|
| Apparel | 28.7% | 757,294 | — | 88,104 |
| Home & Garden | 12.1% | 320,830 | 8.9% | 88,957 |
| Beauty & Fitness | 11.0% | 291,590 | 8.9% (in Charlotte: 18.4%) | 88,769 |
| Arts & Entertainment | (data further down: 3.7%) | 96,915 | 10.7% | 107,523 |
| People & Society | — (not in top 3) | 105,733 | 9.8% | 98,312 |
Geographical Spread:
| Region / Country | Shopify (2025) | Wix (2025) |
|---|---|---|
| United States | 29% (993,399 stores) | 43.4% (435,187 stores) |
| United Kingdom | 6.4% (163,502 stores) | 9.3% (93,600 stores) |
| Canada | 4.2% (107,475 stores) | 4.9% (49,155 stores) |
| Brazil | 2.9% (73,152 stores) | 3.8% |
| Other Regions | Europe 27%, Asia-Pacific 14%, Latin America 5% | France, India, Germany, and Japan among minor shares |
Sources:
Growth Trends & Historical Performance (2025)
Merchant Growth Over Time
Shopify grew from 84,000 merchants in 2013 to over 5 million merchants in 2024, a 90× increase in 12 years.
Wix expanded from 1 million registered users in 2009 to over 250 million by 2024.
Shopify’s merchant growth is more commerce-focused, while Wix’s user growth reflects broader use cases beyond e-commerce.
App Ecosystem Expansion
Shopify’s App Store grew from 5,649 apps in early 2021 to 14,136 apps by August 2025, more than 2.5× growth over 4.5 years.
Wix maintains a smaller, curated 500+ apps in its App Market, growing more modestly in volume but focusing on integrated, platform-native tools (wix.com).
Shopify’s ecosystem growth mirrors its aggressive push for merchant scalability.
Revenue Growth Trajectory
Shopify’s annual revenue grew from $389M in 2016 to $8.18B TTM 2025, a 25.7× increase in 9 years.
Wix’s revenue rose from $205M in 2016 to a projected $2.0B in 2025, a 9.7× increase.
Shopify’s revenue acceleration outpaces Wix in both growth factor and total volume.
Regional Expansion Milestones
Shopify launched in 175 countries by 2024, with major market pushes into Europe (+42% GMV growth YoY in Q2 2025) and Asia-Pacific (shopify.com).
Wix also had significant growth in non-English markets, with notable adoption in Brazil (3.8% of Wix stores), France, India, Germany, and Japan.
Sources:
User Satisfaction & Experience
Overall Satisfaction Score (G2)
On G2, Shopify maintains an average rating of 4.4 out of 5 based on 5,896 verified customer reviews, reflecting consistently positive feedback across a large and varied merchant base.
Wix holds an average rating of 4.2 out of 5 from 1,744 verified reviews, indicating generally favorable sentiment but drawn from a smaller sample size.
Shopify has 238% more reviews than Wix, indicating a larger and more diverse feedback pool, which strengthens the reliability of its rating.
Service and Performance
Trustpilot data shows Shopify with an average rating of 4.0 out of 5 from more than 12,700 reviews, supported by recurring mentions of reliable service and consistent performance.
Wix’s Trustpilot profile records an average of 1.8 out of 5 from over 2,000 reviews, with many of the lowest scores citing billing or customer service concerns.
Shopify’s Trustpilot score is 122% higher than Wix’s, suggesting more consistent customer satisfaction, particularly in post-purchase support and billing transparency.
Customer Support Ratings
TrustRadius reviewers give Shopify a customer support rating of 8.8 out of 10, highlighting its 24/7 availability, multiple contact channels, and strong merchant assistance programs.
Wix receives a support score of 8.2 out of 10, with users generally satisfied but noting that coverage and response times can vary depending on region and subscription tier.
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Wrapping Up
Shopify is the clear leader in commerce-focused performance with a bigger GMV, higher global e-commerce market share, stronger cross-platform ratings, and a merchant ecosystem built to scale.
It’s the platform you choose if revenue generation, transaction volume, and long-term scalability are top priorities.
Wix, while smaller in the pure e-commerce space, wins on breadth and accessibility. It has more total live websites, faster basic site setup, and stronger representation in creative and service-based verticals.
Here’s the whole comparison in a snapshot:
| Metric | Shopify | Wix | Winner |
|---|---|---|---|
| Global CMS Market Share | 6.7% | 5.2% | Shopify |
| Global E-commerce Market Share | 10.56% | 4.28% | Shopify |
| Live Website Count | 4.6M+ | 8M+ | Wix |
| Quarterly Revenue (Q2 2025) | $2.68B (+31% YoY) | $489.9M (+12.4% YoY) | Shopify |
| Operating Margin | 16% (FCF) | 22% (Non-GAAP) | Wix |
| US Store Share | 29% | 43.4% | Wix |
| App Ecosystem Size | 14,136 apps | 500+ apps | Shopify |
| G2 Satisfaction Score | 4.4 / 5 (5,896 reviews) | 4.2 / 5 (1,744 reviews) | Shopify |