Zoran Zoran
14 minute read

Choosing the right website builder is not an easy thing to do anymore. There are so many high-quality options - a ton of site builders with a lot to offer. How can you know which one is the right choice for you? How can you determine which features will be most useful and relevant before making a decision? 

Two popular options - and for good reason - are Webflow and Wix. So, if you've already spent some time researching this topic and your choice came down to the dilemma “Webflow vs Wix”, you’ve come to the right place.

To help you out, I’ll take a look at some of the most interesting features of Webflow and Wix by exploring how these site builders perform in the following 5 areas: 

  1. Ease of use
  2. Customization
  3. Apps and Integrations
  4. Customer Care
  5. Pricing

I hope this will make it easier for you to decide what the best platform for you is. So, without further ado, let’s dive in and see who wins in the Webflow vs Wix battle!

Ease of Use


Webflow vs Wix - Webflow's landing page

Let’s get straight to the point: Webflow is not easy to learn or use. It takes time and dedication to master it. There are several reasons why this is the case. 

First, by all accounts, Webflow was created with designers in mind. In that sense, it’s a tool that’s a bit more advanced and it requires some design knowledge. 

Second, you don’t need to code to be able to customize your Webflow site, but it does rely on the box model, which is directly related both to design and front-end coding. To some degree, Webflow is just a visual and automated way of doing front-end coding.

The onboarding process makes for a pleasant experience, thanks to the helpful tips and integrated video tutorials. Going over them is a must for your first-time encounter with Webflow. Yet even with all the helpful tips the platform provides and the extensive knowledge base, finding your way around can be challenging. If you’re an absolute beginner in the website-building universe, you might find yourself wondering what to do with half of the available features.

Nevertheless, if you like challenges and you’re enthusiastic about learning, spending some time to discover the beauty and power of Webflow will be totally worth it. Remember, good things take time.


Webflow vs Wix - Wix's landing page

According to Wix’s stats, in 2019, the platform boasted 150 million users. That sounds like a pretty big number and a real success, doesn’t it? The way I see it, this is the main forte of Wix: it’s simple and easy to set up and use. And I’m positive that it owes its success and popularity to this exact trait.

Wix is very easy to understand and use. Honestly, I’m of the opinion that creating a website with Wix would’ve been considered especially simple even if there weren’t any other site builders to compare it to. In Plato’s world of ideas, Wix would’ve been the archetype of easiness. Okay, I might have gone too far there, but that’s how easy it is to use the basic site building functions Wix provides.

Wix uses an artificial intelligence system called ADI (Artificial Design Intelligence) that leads you through the whole “initiation” process. It asks questions and builds your site based on your responses. It asks you if you want to create an online store, a business site, or something else. If you choose an online store, then the next questions are: what do you want to sell, what type of product or service… you get the point. Basically, you make decisions, and Wix does the heavy lifting. 

So, you choose a name for your site, pick a theme, connect your domain, maybe do some tweaking (by mainly using the drag-and-drop method), and that’s it. Your site will be ready to go live. It doesn’t require design knowledge or experience, let alone coding. I mean, an eye for design wouldn’t hurt, but the point is - anyone can do it. Literally. The non-techy silver surfer that my dad is... even he can do it. 



I’m aware I’m going overboard with this, but it’s like Webflow gives people the "Promethean fire" of design. It’s amazing how many features it provides you with and how many tools you have at your disposal out of the box. 

On top of that, Webflow is customizable to a fascinating degree. It feels like Webflow knows exactly how important creative control and freedom are to designers and site owners in general, so it does everything to meet the user’s need for freedom and creativity.

Some of the super-useful tools that Webflow has are: a visual interface called Designer where all the magic of customization happens, a built-in CMS, an eCommerce panel, an interactions panel, and 3D CSS transforms. 

Then, there’s the amazing hosting service, a built-in CDN that allows for lightning-fast page loads, password protection, SSL certificates, automatically generated sitemaps, scaling, client billing, the possibility to use custom fonts, and much more.

Inside the Designer, the possibilities for customization are countless. You can change the layout, add whatever elements you want, and add animations. You can take advantage of CSS concepts like classes and IDs to modify elements across the board, without actually using CSS. Or you can just turn your website into an eCommerce store. 

Webflow gives you all the necessary tools, and more, to create a website from scratch. If that sounds like a whole new ball game to you and you don’t feel like going through all the hassle of creating a website ex nihilo, you can pick one of the 30 free, or 100+ premium, templates. The prices of the commercial premium themes range from $19 to $149. Whichever template you decide on, your site will be responsive and visually stunning.

Webflow also allows you to create a simplistic blog page. To do that, you can check out the blog templates Webflow offers and read some articles about the basics of blogging with Webflow

But, for a better user experience, you should definitely check out the much more feature-rich and easy-to-integrate blogging solution DropInBlog. Take a look at our article on how to create a blog with Webflow to see exactly how easy setting up a blog with Webflow can be. 


The whole idea of Wix is to enable its clients to create and launch a site in no time, without any hassle. However, the ease of use and convenience come with a trade-off: limited design control. Don’t get me wrong, there’s enough room for customization, but it’s not as broad in range nor as sophisticated as what Webflow has to offer.

Wix ADI allows you to change colors and fonts and add some animations. There are pre-designed page layouts, “tailored to the content on your page”. You can add a section to an existing page or add new pages. 

With Wix Website Editor, you get a wider range of options. You can add all kinds of stuff: lists, grids, contact forms, buttons, CMS, create a blog, SEO tools, analytics and reports, and more. 

Editor X allows you to create responsive websites. It’s a bit strange that this feature of Editor X is advertised as something special, which kind of implies that with Wix not all sites are fully responsive. In today’s world, where people use their mobile devices much more often than their desktops or laptops, the across-the-board implementation of responsive design should be a no-brainer. Unfortunately, when it comes to responsive design, Wix lags behind its competitors.

This whole responsive problem springs from the fact that Wix uses absolute positioning. This is a CSS concept, and you can easily find resources explaining in plain English what it means. For our purposes, it’s only important to know that absolute positioning means that an element is removed from the normal flow of the page and it doesn’t take a position relative to the viewer’s screen. 

So... when a site is viewed on a smaller screen (phone or tablet), the element stays exactly in the same place, which may lead to the viewer seeing just a part of the element. This doesn’t reflect the real logic of building modern responsive websites. In a way, you have to redesign your site to fit the dimension of mobile devices. However, Wix is moving forward towards building more responsive sites. Hopefully, it’ll get there in the near future.

When it comes to templates, Wix has a lot, in different categories (fashion, photography, even religion) and they’re all free. You can even use them with the free Wix subdomain wixsite.com, which is pretty cool and generous. They’re not as aesthetically pleasing as Webflow templates, but they’re pretty nice-looking. Similar to Webflow, there are blank themes that allow you to build your site from scratch, and many blog templates.

Apps and Integrations


Oddly there’s not much talk about it, but there is a Webflow Integrations page with numerous add-ons, and the truth is - it’s great! The integrations are categorized into various types: analytics, eCommerce, email marketing, payment processing, and so on. Some of the apps are free, others are paid.

Webflow’s integrations aren't talked about much probably due to the fact that a Webflow website is, pretty much, self-contained: it can do almost anything without add-ons. But, if you find there’s something missing from your Webflow site, you can always check out the available plugins and widgets.


Wix also has a great apps-and-integrations page called Wix App Market. The numerous apps are arranged in 6 categories: marketing, sell online, services and events, media and content, design elements, and communication. But you can also search and check out apps according to how new they are, their popularity in the current month, and how useful they are in a certain area (say traffic analysis). Alternatively, you can just take a look at the team-picked apps. 

There’s also a collection of 49 add-ons made by Wix themselves that cover a wide range of site elements: blog, chat, music, and more. 

Customer Care


Webflow offers help and support through its rich-in-content Support page, Webflow University, Course Library, Lesson Library, Forum, and Wishlist - a place where people discuss the future changes they want to see on Webflow

When it comes to directly contacting customer support, clients can do it via email. The staff is available Monday-Friday, from 6 am to 6 pm PT. The usual response time is between 24-48 business hours.


Wix has a great Help Center with info on miscellaneous topics related to its features and tools, as well as information about building and running a site. If you opt for any of the paid plans, you get 24/7 customer support (by phone and through a ticket system). 



Webflow has 2 main types of pricing plans: Account plans and Site plans

1. Some of the cool things you get with Site plans are:

  • a great hosting service (Amazon CloudFront and Fastly
  • backups 
  • strengthened security (SSL, password protection)
  • fast page load through a built-in CDN 
  • automatic creation of sitemaps
  • immediate scaling

2. The Account plans include: 

  • unlimited projects (websites)
  • client billing
  • 3D transforms
  • global swatches

The key difference between these 2 categories is that with Account plans, you can’t really have a website on your own custom domain. Instead, you publish a site on Webflow’s free subdomain: webflow.io. To be able to use a custom domain, you have to pay for one of the Site plans.

The Site Plans category consists of 2 subcategories: Site Plans (again 🙃) and Ecommerce Plans. This is what the Site Plans options look like:

Webflow vs Wix - Webflow's site plans

These are the Ecommerce Plans options:

Webflow's ecommerce plans

The Account Plans category also consists of 2 subcategories: Individual Plans and Team Plans. These are the Individual Plans options:

Webflow's individual plans

And these are the Team Plans options:

Webflow's team plans

There’s a free plan, called Starter. It falls into the category of Account plans, so the part about not being able to use your own custom domain applies here as well. 

For the paid plans, you can pay on a monthly basis or pay a yearly fee. Just like with many other platforms, you get a discount with the annual subscription for Webflow. 

The cheapest plan is called Basic, with an annual fee of $12/month or a monthly fee of $15/month. The most expensive is the Advanced plan: $212/month (one year prepaid), or $235/month (monthly payments).


Wix offers a 14-day trial period, and there’s also a free plan. 

The paid pricing plans fall into 2 categories: Website Plans and Business & eCommerce Plans

The most popular plan in the first category is called Unlimited. The price is $12.50/month.

Webflow vs Wix - Wix's website plans

The most popular plan from the second group is Business Unlimited. It costs $25/month. 

Wix's ecommerce plans

The cheapest plan costs $4.50/month, while the most expensive is $35/month. 

Some of the common features Website Plans includes are a custom domain, a free SSL certificate, and around-the-clock customer support. With Business & eCommerce Plans clients get secure online payments, customer accounts, a custom domain, no Wix ads, unlimited products, abandoned cart recovery, and more. 

Final Verdict

Now, let’s see how things stand in a head-to-head comparison:

  1. Ease of use: Wix is easier to use than Webflow.
  2. Customization: Webflow offers more in the ways of design, advanced features, and quality than Wix.
  3. Apps and Integrations: Webflow doesn’t seem to put much emphasis on add-ons, in spite of offering many, while Wix’s apps-and-integrations page is better organized. I’d go with a draw on this one.
  4. Customer care: Webflow has a lot of high-quality educational material, while Wix provides 24/7 support (with the paid plans), so I would say it’s a draw again.
  5. Pricing: Wix is cheaper than Webflow.

According to this, it looks like Wix has the upper hand in the Webflow vs Wix contest. But is it really that simple? Most definitely not. 

Wix is more or less an ordinary site builder. On the other hand, with all its tools and options, the amazing design potential, the coding/design concepts in the background, and the superb hosting, Webflow is really a different animal. 

Besides, Wix and Webflow target different types of customers. Wix is great for someone who lacks sophisticated design knowledge or doesn’t have advanced customization requirements. Since it’s relatively inexpensive, it also caters to those who want to save money on web development and don’t want to go through too much trouble when building their site. It’s mostly suitable for small businesses, students, and beginner designers. Webflow, on the other hand, is best fitted for growing businesses and professional designers.

So, which one is for you? Where can you see yourself thriving? Because the question of who wins in Webflow vs Wix depends entirely on the type of platform you need. Whichever you choose, build a website that’s special. Make it count.

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