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What Wix is actually for
A business that needs a good-looking website with a shop attached, run by the owner, with no developer and no ERP. Wix does that well, cheaply, and without ever sending you a bug report. If that is your situation, stop reading — nobody should sell you a Shopware project.
The three walls you will hit
Customer-specific pricing: not possible in any real sense. ERP integration: only what their API allows, which is not much. Behaviour changes: you get the settings they give you and nothing else. These are not bugs — they are the deliberate design of a product for a different customer.
The migration you can see coming
Every year we migrate a company off a website builder because it grew. The data export is limited, the URLs change, the rankings wobble, and the content has to be rebuilt. Starting on Wix is fine — just know that success has a cost and plan the exit before it is urgent.
The honest rule
Under 100 products, one price for everyone, no ERP, no team: a builder is the right call and Shopware would be an expensive mistake. Any B2B requirement at all — a login that changes prices, a customer number, an approval — and you have left builder territory for good.
| Criterion | Shopware 6 | Wix / Square Online |
|---|---|---|
| Needs a developer | Yes | No |
| Customer-specific prices | Yes | No |
| ERP integration | Any | Very limited |
| Monthly cost | Hosting + licence | Low subscription |
| Data export on exit | Complete | Partial |
- Under 100 products with one price: use a builder, not Shopware.
- Any login-dependent price ends the builder conversation.
- Plan the exit before growth makes it urgent.
Frequently asked questions
If you need a good-looking website with a shop attached, run by the owner, with no developer and no ERP — yes, and nobody should sell you a Shopware project. Under about 100 products with one price for everyone, a builder is the right call and Shopware would be an expensive mistake. We say this regularly and it costs us work.
Not in any real sense, and that is deliberate design rather than a missing feature. A builder gives you the settings it gives you; a price that changes depending on who is logged in is not among them. The moment any B2B requirement appears — a login that changes the price, a customer number, an approval — you have left builder territory for good.
It wobbles, and you plan for that rather than hope. The export is limited, so content gets rebuilt rather than moved; URLs change, so redirects are the whole job; rankings dip while the new structure is recrawled. None of this is fatal if it is planned before it is urgent. All of it hurts if the migration is a panic in Q4.
Growth shows up as three requests you cannot fulfil: a customer wants their own prices, a system wants to talk to your data, and someone wants the shop to behave differently from how it ships. Starting on a builder is fine. Just treat those requests as the signal to plan the exit, not as something to work around for another year.
We do this for a living — Shopware, Node.js, React, ERP integration and automation for B2B.
Talk to an engineer