E-commerce on Wix: How to Build a Branded Online Store That Converts

An entrepreneur setting up her online store on Wix.

Your online store is where customers experience your brand for the first time. It should feel alive, inviting visitors to explore and return again and again! 

You’d be surprised how much a simple tweak—changing a button colour or adjusting the cart layout—can influence whether someone clicks “Add to Cart” or leaves. And that’s exactly where Wix shines! Let’s explore how to set up a polished, professional online store on Wix that drives conversions from day one. 

Step 1: Set Up a Store That Reflects Your Brand

Think of this as laying the foundation for your entire business. Wix has hundreds of e-commerce templates, but a template is just a starting point. Your goal is to make the site unmistakably yours—polished, consistent, and easy to navigate.When customising your Wix online store, keep these design essentials in mind:

• Pick a template that supports your style. A store selling skincare might call for a soft, neutral look, while a shop full of bold streetwear could lean into sharp lines and strong contrast.

• Customise beyond the basics. Adjust typography so headlines, product titles, and buttons feel cohesive. Play with colour palettes until your Wix site feels like an extension of your packaging or social media feed.

• Design for mobile early. With mobile commerce expected to make up 59% of all e-commerce retail sales in 2025, optimising for phones isn’t optional. Space out buttons, keep menus simple, and ensure product photos look crisp on small screens.

• Keep navigation clean. Too many links can overwhelm visitors. Stick to a main menu with a few categories and organise products under subcategories when needed.

  
  

And remember, every colour, font, and photo choice should reinforce your brand. A mismatch in graphic design doesn’t ruin sales, but it can make your store feel off.

Step 2: Add Product Filters That Simplify Shopping

If you have ever visited an online store and felt lost in a sea of products, you know that is exactly what you want to avoid. Wix lets you add product filters that help customers narrow down quickly.

Consider these factors:

• Filter by relevant attributes: Selling T-shirts? Size and colour are obvious. Fabric type or style may also matter. For a candle shop, consider scent, burn time, or container type. Think like a shopper, and set up filters that match the way your audience actually browses and purchases.

• Keep filters visible: Filters hidden in dropdowns are often ignored. Sticky sidebars or horizontal filter bars work much better. Visitors see them immediately, making it easier to find what they need.

• Combine multiple filters. A buyer might want “Medium,” “Blue,” and “Under $50” all at once. Give them that control. It’s a simple tweak that saves time and keeps people engaged.

  
  

Sometimes, a well-placed filter can even inspire more purchases. Shoppers often discover items they didn’t plan to buy simply because the filter grouped them clearly.

Step 3: Create a Seamless Cart and Checkout Flow

Your cart is where interest turns into a decision. But it’s also where most sales fall apart. Globally, around 70% of shopping carts are abandoned before checkout.  However, with Wix, you can customise your cart and checkout to keep it both on-brand and conversion-friendly. Do it by following these steps:

• Use a mini-cart drawer: Instead of sending users to a new page every time they add something, enable a slide-out cart that displays their items without breaking the browsing flow. They can review quantities, see totals, and continue shopping seamlessly.

• Add subtle urgency: Show stock notifications (“Only two left”) or shipping timers (“Order by 3 PM for same-day dispatch”). These cues can encourage customers to act now rather than later, without feeling pushy.

• Simplify checkout steps: Too many steps often lead to abandoned carts. So, remove unnecessary fields and keep the form minimal—just name, shipping address, email, and payment.

• Highlight trust signals. Include badges for secure payment, accepted payment methods, and a clear return policy link right in the cart. It’s a tiny reassurance that goes a long way.

  
  

Think about the times you abandoned a cart while shopping—what made you stop? Now, ensure your e-commerce website on Wix doesn’t create those same obstacles for your customers, and remove any ‘stopping points’ entirely.

Step 4: Use Branded Emails to Nurture Relationships

Here’s the part many store owners forget: customer experience doesn’t stop after checkout. In fact, this is where you have a golden opportunity to build loyalty. Wix makes it easy to send automated, branded emails that feel like a natural extension of your store.

Following a purchase, you can nurture relationships with:

• Order confirmations: Instead of a plain receipt, include a warm thank-you message, a product photo, usage tips, or even a behind-the-scenes peek at your business. Make the experience feel human.

• Shipping updates: Keep customers in the loop with branded tracking notifications. A simple message like ‘Your order is on the way!’ can reduce anxiety and maintain excitement. On top of that, you may be surprised how many follow-up questions disappear with this easy step.

• Post-purchase follow-ups: A few days after delivery, send a short email asking for feedback or a review. Bonus points if you offer a small discount code for their next order.

  
  

With each email, you have a chance to remind customers who you are and why they chose you in the first place. That’s why you should keep emails consistent with your store’s voice. Casual, professional, or playful—whatever matches your brand.

Step 5: Boost Sales with Smart Upsells and Cross-Sells

Want to boost your average order value without feeling pushy? Wix has built-in tools for upselling and cross-selling that fit naturally into the shopping flow.

The following ideas would be worth trying:

• Show related items on product pages: Add “You may also like” recommendations under each product. This works especially well for complementary items—think phone case + screen protector. People like it when the suggestions actually make sense.

• Offer upsells on the cart page: If someone adds a basic item, offer a slightly higher-tier item or bundle before checkout.

• Add a post-purchase offer: After checkout, display a one-click deal (“Add this for 20% off before we ship your order”).

• Reward loyal customers: Shoppers love points and rewards. Highlight these perks subtly—it encourages them to return, and, often, they spend more per visit.

  
  

A quick note: always test and adjust these placements. What works for one store might annoy customers in another. That’s why subtle experimentation is key.

Final Tips: Test, Refine, Repeat

Watch how people interact with your site and make small, steady improvements. Wix’s dashboard and analytics make it easy to spot common patterns. The more you refine, the smoother your store will feel—and the better your conversion rate will get.

In reviewing your online store’s performance, pay attention to the following areas:

• Are visitors clicking on products but not buying? Try rewriting descriptions or adding more photos.

• Are carts being abandoned? Test a different checkout layout or add free shipping thresholds.

• Are repeat purchases low? Adjust your follow-up emails or try a loyalty incentive.

  
  

Besides selling, your Wix store has the potential to make people feel seen and excited to buy. So, we advise you to take your time, experiment, and pay attention to how visitors interact with your store. Remember that little details (like padding around a button, a friendly tone in an email, or a helpful filter) can have a big impact. 

And if you’re unsure what’s holding your store back, we can help. Contact us today, and we’ll review your Wix e-commerce setup, fine-tune the layout, and add features that turn visitors into loyal customers.