Matthew Collins, the 4th of June 2026
The worry we hear most from brands on Wix isn't about products or payments. It's about the look. They've invested in a site that feels like them, and they don't want to trade it for a template.
You don't have to. Your brand lives in your identity, photography, copy and tone, not in the website builder. A good Wix to Shopify migration rebuilds that look in a Shopify theme, then moves products, customers and search traffic underneath it. Done in that order, the store looks like you on day one and works harder from day two.
Why brands move from Wix to Shopify
Wix is a quick way to launch a brand. Many of the businesses we speak to started there for good reason.
The move usually comes when the business grows into commerce. The catalogue gets bigger. Shipping to more than one country gets serious. The team wants to merchandise collections, run launches and add apps without a workaround each time. That's where Shopify is built to lead.
Bosie, the Scottish heritage knitwear brand, is a good example. On the old setup, basic jobs like uploading products and updating merchandising took far more effort than they should have. The brand was ready to grow in the UK and the US. The store needed to catch up.
What does keeping your brand actually mean?
It helps to separate the brand from the build. The brand is the identity, the colour system, the type, the photography and the way you write. The build is the theme that carries all of that.
Keeping your brand means the new theme is designed around those assets, not the other way round. It doesn't mean copying the old site page for page. Often the migration is the right moment to improve navigation, product pages and mobile layout, while the look and feel stay recognisably yours.
On Bosie, the design came from Studio Form. Our job was to build a Shopify theme flexible enough to carry the nuances of that identity. It also had to stay simple for the team to run every day. Both mattered as much as each other.
If you're working with a design studio, we're happy to build from their work. If you're not, our design and build process covers the design too.
What moves from Wix, and how?
Shopify's guide to migrating from Wix sets out the main routes.
- Products move by exporting a CSV from Wix and importing it into Shopify, or through Shopify's Store Migration app. The guide notes that products can have a maximum of three options.
- Customers move by CSV. There's no data mapping support for customer imports, so the columns need matching to Shopify's template.
- Order history needs a third party migration app.
- Reviews can't be exported from Wix to Shopify directly. A third party reviews app handles them.
On our projects, the product data gets the most care. We audit what exports cleanly, fix gaps by hand where needed, and restructure options that won't fit. A broken catalogue pasted into a beautiful theme still makes for a broken store.
How do you protect traffic and customers at cutover?
Your rankings and your regular customers are assets you've already paid for. The move should keep both.
For search, Shopify's guide recommends setting up URL redirects for important pages before you switch the domain, because the link structure will be different. We go further. We crawl the old site, list every URL that earns traffic and map each one to its new home. Our guide to keeping your Google rankings through a migration covers the full method.
For customers, it's about continuity. Returning buyers should be able to log in, see their history and buy again without friction. We rehearse those paths on the new store before launch.
International shipping deserves its own check. Bosie needed UK and US orders to flow cleanly through checkout, so we configured shipping rules for both markets as part of the build.
How long does a Wix to Shopify migration take?
A focused store with clean products can move in weeks. Add a new design, a larger catalogue, several markets or integrations, and it runs longer. Discovery gives you a clear window before we start building.
The stages don't change much between platforms. Our WooCommerce migration timeline walks through the same shape, from data mapping to cutover and aftercare.
Bosie's new store saw an immediate response in both the UK and the US. Traffic rose, and the site converted it at a double digit rate. The team now add to the store constantly, which is the real sign the move worked.
Where parallel helps
We run Wix to Shopify migrations as one project with the new storefront, so the brand, the data and the redirects arrive together. The same people who scope the move build the theme and carry out the cutover.
If you're on Wix and ready for a store that matches the brand, send us a brief and we'll come back with a plan.