Which one should I use? Subbly or Wix

It is believed by many people that Subbly and Wix are direct competitors. But this isn’t entirely true. To understand the difference between Subbly and Wix, one must know that Subbly was built as a subscription platform first and included a website builder as a core functionality. In contrast, Wix was built as a website builder solution and built eCommerce tools as supplementary features. This may sound trivial, but this article will explain why the difference is huge. 

The other major factor that doesn’t make the two direct competitors is that Subbly and Wix can be used together! (Although we do not recommend this, more on this later…) You can use Wix to build your website and Subbly for running your subscriptions - just like one of our featured merchants, BooBox. You can read about the process to use Subbly and Wix together in detail here. The integration, while simple and our excellent support staff is always available to help you with it, has its own drawbacks. For this reason, many people prefer to use a single platform for everything. 

So what is better: the website builder turned eCommerce platform, or the front to back solution that involves both the website builder facilities and subscription at its core? Let’s find out.



Wix’s strength lies in its primary focus: their website builder. It is one of the most widely used in the industry, and for good reason. Their website builder includes a large database of available free templates and an easy to use, drag-and-drop style. Wix’s website builder is known to be extra easy to use. This allows Wix users to create beautiful, professional looking websites in minutes with no design or coding experience. And, if you get stuck along the way, you can always hire a Wix expert that will help you set up your page (for an additional cost). This is undoubtedly Wix’s greatest strength and the main reason it’s being used by almost 3 million paying subscribers (in 2018).

In addition, Wix has a long list of integrations (some are even free) which allows users more flexibility and capability with their website. Some of the most prominent ones would be: Quickbooks, Printful, Smile, Mailchimp, or lots of apps developed by Wix. 

It’s really interesting to get the Wix’s eCommerce facilities. In fact, Wix does quite well for a store selling one-time products (if you’re looking to sell subscriptions, skip down to the ‘Cons’ section below). If your shop focuses on one-time sales (not subscriptions) and you love Wix’s website builder, Wix will be a great fit for you. Their features include product variants for one-time orders, great inventory management, and automated email notifications for automated order and stock management. 

Lastly, Wix can be used by a wide variety of business types: their platform can be used for merchants selling both physical and digital products (not just one or the other). 


Wix falls short when a merchants’ priority is selling subscriptions. Wix’s native subscription app (Wix Pricing Plans) can only get you so far. For example, something as basic as creating customized billing and shipping cycles is limited. There are many advanced tools necessary to run a successful subscription business that Wix doesn’t offer. That is why many Wix users look elsewhere for a subscription eCommerce solution, while remaining with the Wix website builder - they want the best of both worlds. 

With Wix Pricing Plans, you can set your products for recurring payments, but you can only set billing/shipping cycles as weekly, monthly, or annually, which doesn’t give enough flexibility and control to merchants. Other necessary features missing include the likes of building customizable checkout flows, setting up up-sell and cross-sells funnels, or even some things that are considered pretty much regular for an eCommerce platform such as trial or preordering functionality. 

Another negative point is maybe a result of the business trying to become everything to everyone, instead of focusing on what they do best (their website builder). Wix has a lot of different pricing options that many customers find confusing. Yes, Wix has a free plan. But that free plan gives access to only a handful of features and does not allow you to connect your own domain. Not to mention, your website will have Wix ads on it if you use the free plan. If you want to process payments (as you probably do), you will need to opt for one of the eCommerce business plans on Wix. 

Last but not the least, customizing the layout beyond Wix’s builder abilities is very hard and the builder itself has not so good reputation for the slow loading times that can greatly impact SEO and conversion rates. 
Because Wix lacks strong eCommerce capabilities (such as recurring payments and subscription management), Wix users will likely need to combine it with another platform. This will increase your overall cost compared to simply using an all-in-one solution like Subbly.



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Subbly’s primary strength compared to Wix is that it is built first and foremost as an eCommerce platform. Because of this, Subbly has prioritized offering merchants flexibility and advanced customer and subscription management features that come in even the most basic (and cheapest) version of Subbly. For example: merchants can easily set up different billing/shipping frequencies, customizable checkout flow and “build a box” solution, upsell and cross-sell facilities, and automating tedious order management processes using simple if this, than that rules. All of these features and more make Subbly a great choice for those serious about running (and growing) a subscription business. 

Subbly’s setup process is dead simple. If it isn’t straightforward for some, customer support is a top priority and major differentiator with Subbly (check out our reviews!). If you prefer to use another website builder OR already have a website using another platform, Subbly is simple to integrate with almost any other solution (including Wix). And Subbly’s customer support staff will happily assist you each step of the way - we do it all the time!

Subbly offers very affordable and straightforward pricing. You really only have to make one decision: do you want to use Subbly for everything (including our drag-and-drop website builder)? That will be $39/mo. Or will you be using Subbly with a different website builder? That will be only $19/mo. 

Most importantly, Subbly is versatile and fits many use cases. If you’re just starting out OR if you’re an established brick and mortar business (common examples: coffee shop, flower shop, meal preparation, craft store) looking to sell online, you can do it all in one platform by using Subbly from the start. For those who already use a different website builder (like Wix), you can supercharge your website with Subbly’s powerful, affordable eCommerce features that puts subscription at the heart of every customer relationship - even with the most basic features.

The main Pro
Subbly – is a Team of Real passionate people who have been with us from the very beginning

Subbly’s website builder does not offer the level of customization and flexibility that Wix’s does. If you want to build a site and use it primarily for blogging or to showcase your company/services with only rudimentary eCommerce functions (if any), Subbly is not the right fit for you. In this case, you are likely better off to use Wix because that is their strength. 

Some users may find it more difficult to handle web design across platforms and devices. Every Subbly website is mobile responsive of course, but managing mobile vs. desktop view on Wix may be easier. Lastly, Wix has a wider variety of integrations and apps than Subbly does, which could enhance your website capabilities (although it may cost you more). 

Subbly does not yet have a dedicated feature set for digital products. Subbly was initially developed for physical products. But there are a growing number of merchants selling digital products using Subbly, which is why dedicated features are being developed as this is being written.


Wix’s website builder is awesome. However, this makes Wix the best fit for bloggers or companies not selling products online. Subbly’s strength is purely rooted in eCommerce, and more specifically, subscription. Some eCommerce merchants choose to use Wix to build their website, and Subbly to manage payments, subscriptions, order management, and more. While this may be more expensive, it could be seen as getting the best of both worlds. For merchants trying to keep it simple (and cheap), Subbly is really more of an all-in-one solution for eCommerce and subscription merchants - complete with website builder and all. 

Don’t take our word for it! Check other people’s experiences with Subbly (HERE) and what customers have to say about Wix (HERE).

When to use?


  • If you own or want to start a blog or to easily build a marketing page for your business.
  • If you need many apps/integrations on your website (for example: forum, comments section)
  • If you don’t mind the complexity and additional cost of using Wix as a web builder and another app for eCommerce and subscriptions features.


  • If you want to build a professional looking website to showcase and sell products on a recurring basis (and one-time sales).
  • If you want an all-in-one eCommerce solution with some important integrations.
  • If you have a great looking website already and need more robust and complete features for selling subscriptions.

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Subbly really is built subscription-first. While you'd need a lot of plugins and connectors to start off on other platforms like Shopify or WooCommerce, here, it's all built right in.

Charmaine Merriweather
Founder & Owner of HUES Book Box

Before I found Subbly I never had the ability or finances to have a subscription business platform which could meet my needs and expectations. Subbly has been there for me every step of the way!

Founder and CEO @ BathBox

Everything was so straightforward, the support team are AMAZING, I would not have been able to launch without Subbly.

Founder and CEO @ Little Bakers Club

We’ve used the software for over 3 years and it keeps getting better. It has everything you need to easily run a successful subscription box business!

Co-founder @ Buster Box

Subbly is straightforward and easy to use. Designing your site is simple and allows you to control your entire business from one place.

Founder and CEO @ Model Box