Shopify vs. BigCommerce vs. Wix: What Works Best for Multichannel?
If you’re running or planning a multichannel ecommerce operation—selling on platforms like Amazon, Walmart, eBay, and your own website—choosing the right store platform is critical. While Shopify, BigCommerce, and Wix are all capable website builders, they offer different strengths (and limitations) when it comes to multichannel selling.
This guide compares the three platforms across the areas that matter most to multichannel merchants: integrations, scalability, automation, and cost.
🔍 Quick Comparison Table
| Feature | Shopify | BigCommerce | Wix |
|---|---|---|---|
| Ease of Use | ⭐⭐⭐⭐☆ | ⭐⭐⭐⭐☆ | ⭐⭐⭐⭐⭐ |
| Multichannel Support | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐☆ | ⭐⭐☆☆☆ |
| Inventory Sync | Via apps (e.g. EcomBiz.AI) | Native + apps | Basic + limited apps |
| Automation & API Access | Advanced | Advanced | Limited |
| SEO Capabilities | Strong | Strong | Moderate |
| Best For | High-volume sellers | Mid to large retailers | Beginners, small sellers |
🛒 1. Shopify: Best for Serious Multichannel Operations
Shopify dominates the ecommerce platform space for a reason—it’s extremely flexible, fast, and scalable. For sellers running multichannel setups with multiple suppliers and 10,000+ SKUs, Shopify offers the app ecosystem and infrastructure to support heavy automation.
✅ Pros
- Deep integrations with Amazon, Walmart, eBay, TikTok, and more
- Works seamlessly with EcomBiz.AI for automated listings, inventory sync, and order routing
- Huge app marketplace for logistics, accounting, and marketing
- Strong API support for developers and SaaS tools
- Excellent mobile performance and conversion optimization
❌ Cons
- Monthly costs can add up (especially with third-party apps)
- Transaction fees if not using Shopify Payments
- May require custom development for advanced workflows
🔄 Ideal For:
Established sellers scaling fast or operating hybrid fulfillment models across multiple marketplaces.
🧱 2. BigCommerce: Robust & Scalable (But Less Flexible)
BigCommerce is a powerful Shopify alternative with native multichannel features built in. It supports syncing to marketplaces like Amazon and Walmart out of the box—ideal for users who don’t want to rely on third-party apps as much.
✅ Pros
- Native integration with Amazon, Walmart, eBay
- No transaction fees (unlike Shopify)
- Strong product options for B2B
- Built-in SEO and promotions engine
❌ Cons
- App ecosystem not as robust as Shopify
- Fewer theme customization options
- Pricing increases with revenue tiers
- UI is slightly less intuitive for beginners
🔄 Ideal For:
Brands that need strong native multichannel support and lower long-term costs without sacrificing automation.
🧩 3. Wix: Great for Simplicity, Not Built for Multichannel
Wix has grown fast thanks to its easy drag-and-drop website builder, but when it comes to multichannel ecommerce, it falls short. It’s best suited for simple stores or early-stage sellers focused primarily on a direct-to-consumer site.
✅ Pros
- Easiest platform to build and launch quickly
- Beautiful templates with mobile responsiveness
- All-in-one solution for beginners
❌ Cons
- Limited multichannel selling features
- Inventory sync across platforms is mostly manual or app-dependent
- Weak backend for automation and API integration
- Limited flexibility for scaling past 1–2 channels
🔄 Ideal For:
New merchants just testing ecommerce or selling fewer than 50 products primarily on one site.
🧠 Which Platform Works Best with EcomBiz.AI?
All three platforms can connect with EcomBiz.AI, but Shopify offers the deepest and most stable integration:
- Auto-generates listings across Amazon, Walmart, eBay, and Shopify
- Centralizes order management and supplier routing
- Syncs real-time inventory across all connected channels
- Tracks shipping and costs for profit analysis
If automation and scaling are your goals, Shopify + EcomBiz.AI is the clear winner.
✅ Final Recommendation
| Business Size / Need | Best Platform |
|---|---|
| Large-scale multichannel seller | Shopify |
| Mid-sized brand with B2B focus | BigCommerce |
| Beginner testing online store | Wix |
As you grow, the need for automation, multichannel syncing, and deep analytics becomes more critical. Choose a platform that scales with you—not one you’ll outgrow in six months.
👉 Join the Waitlist to connect your store and marketplaces to one AI-powered backend.