Showit vs Wix vs Shopify: Which Website Platform Is Best?

Unpopular opinion (but I have to say it): I’m not a fan of Showit.

I know it’s the darling platform for photographers + coaches. I know the templates are pretty. I know it’s “easy.”

But as a designer who builds websites for a living, I’ve seen enough behind the scenes to say this confidently:

Most clients are overpaying for Showit websites.

Not because Showit is bad… but because it’s often not the smartest platform choice for what people actually need.

Here’s why.

Why I don’t like Showit (and why it’s overpriced)

1) It’s expensive for what it is

Showit is basically a drag-and-drop design platform — and you’re paying premium pricing for that “ease.”

But a lot of the functionality business owners assume they’re getting… isn’t really built in.

So you end up layering extra tools on top of it.

More systems = more time + more cost.

2) It’s high-maintenance

Showit websites can be gorgeous, but they’re not always low-lift long-term.

Mobile formatting is a huge reason: you can’t just set it and forget it.It’s common for sites to need constant tweaking (and often clients don’t realize that until after launch).

3) Pretty ≠ strategic

This is the biggest issue.

Showit is very good at creating a website that looks nice.

But a website that converts? A website that scales? A website that’s structured like an actual sales tool?

That’s not about aesthetics — it’s about strategy + build quality.

And Showit isn’t always the best tool for that job.

So what do I recommend instead?

If we’re talking about websites that are:

• beautiful

• clean + premium

• easy to use

• easy to update

• structured to convert

• built to grow with your business

…I recommend Wix and Shopify 99% of the time.

Why I prefer Wix (for service-based businesses)

Wix gets underestimated, but it’s honestly one of my favorite platforms for service providers.

Wix makes it easy to have a site that looks custom and stays functional long-term.

Wix is amazing for:

• service providers

• booking-based businesses

• local + lifestyle brands

• portfolio sites

• businesses that want control of edits without breaking things

  
  

Also: Wix has improved a TON in the last few years. When built correctly, it can look very high-end.

Why I prefer Shopify (for product-based brands)

If you sell products online, Shopify is the clear winner.

Shopify is built for:

• ecommerce (like, real ecommerce)

• subscriptions

• bundles

• product variants

• inventory + shipping

• smooth, trusted checkout experiences

Basically: if you’re selling a product and you’re not using Shopify… you’re probably making life harder than it needs to be.

The big reason: coding vs. drag-and-drop (aka true customization)

A lot of designers build websites strictly through drag-and-drop tools — which is fine, until you want anything beyond what the template “allows.”

That’s why I prefer building on Wix and Shopify. Since I know how to code, I’m not limited to dragging boxes around a page or forcing your brand into a layout that wasn’t designed for it.

Instead, I can build a site that:

• feels fully custom

• doesn’t look like cookie-cutter templates

• has smarter layouts + better responsiveness

• includes branded details (typography, spacing, nav behavior, interactive elements)

• performs better long-term

So instead of paying premium pricing for a platform that looks custom because the template is pretty… I’d rather build you something that’s actually custom — and built to grow with your business.

The short version:

If you’re trying to choose a website platform, here’s my honest answer:

Selling products? → ShopifySelling services? → WixWant “pretty templates”? → Showit (but you might be overpaying)

If you want help choosing the right platform for your business, hit reply and tell me what you sell — and I’ll point you in the right direction.