Wix & Wix Studio in Greece: choosing the right platform, e‑commerce capabilities and scalability
- Theo Koulouris
- Aug 12
- 6 min read
Introduction
As a digital growth manager working with ORAMAD clients in the Greek market, I often get asked whether Wix or Wix Studio is the right tool to build a web presence. These platforms share a common foundation, but they serve different use cases. Standard Wix has made huge strides in recent years: AI‑assisted site creation can now understand your business needs, ask about your style and generate a fully designed, professional‑looking website in minutes[1]. This makes it ideal for entrepreneurs who need to get online quickly without sacrificing customisation. Wix Studio, on the other hand, is a more robust environment built for professional designers and agencies who handle multiple sites and require flexible design controls and enterprise‑level integrations[2]. In this post I’ll outline when each platform makes sense for Greek businesses, evaluate their e‑commerce capabilities and discuss scalability and local integrations.
When and where to use Wix vs. Wix Studio
Wix: Rapid web presence for small businesses and entrepreneurs
Wix’s strength lies in lowering the barrier to entry. Its AI website builder guides you through a conversational setup, asking about your industry and goals and then delivering a polished design with the right pages and structure[1]. You can further refine copy, colours and fonts, or let the AI suggest on‑brand language based on your answers.
This speed and simplicity make Wix a great fit for:
· Local restaurants, cafes and service providers who need an online menu, booking form or contact page without hiring a developer.
· Freelancers and artists who want to showcase portfolios quickly.
· Start‑ups testing ideas before committing to a more complex websites
Wix also includes a solid set of business tools—booking apps, event management, email marketing, SEO tools and built‑in security. With the AI builder and no‑code design tools, smaller teams can launch a professional site in hours rather than weeks.
Wix Studio: Professional design and management at scale
Wix Studio is designed for agencies and experienced designers who need greater control over layout, responsive behaviour and multi‑site management. It features a canvas where you can position elements freely, add custom CSS and create unique animations without writing code[2]. The platform automatically optimises your designs for every screen size, so you can focus on aesthetics rather than breakpoints[2]. For large organisations, Studio offers:
· Advanced multi‑site management with account‑level analytics, single sign‑on (SSO) and shared collections[3].
· Collaboration tools such as roles, permissions and commenting to streamline team workflows.
· Extensibility through custom code, external APIs and the ability to incorporate React components via Velo, Wix’s full‑stack development platform.
For clients who require custom design, integration with ERPs or complex content structures, Wix Studio provides the flexibility missing in standard Wix.
Can Wix do e‑commerce?
Yes. Wix includes a comprehensive e‑commerce suite that allows you to sell physical and digital products, manage inventory, offer coupons and handle shipping. The company promotes its platform as a “complete solution from enterprise‑grade infrastructure and business features to advanced SEO and marketing tools, enabling anyone to create and grow online”[4]. In practice, this means you get:
· Product catalogues with variants (size, colour, etc.) and the ability to accept orders for physical goods, services and digital downloads.
· Store management tools covering inventory tracking, tax rules, shipping rate calculators and abandoned cart recovery.
· Marketing features such as email campaigns, discount codes, automated reminders and integration with social channels.
For most small‑to‑medium businesses selling domestically or to international customers, Wix’s e‑commerce features are sufficient. The platform also allows third‑party app integrations for drop‑shipping, print‑on‑demand and fulfilment services. However, there are caveats specific to Greece, which I’ll discuss below.
Scalability and performance
Wix’s back‑end infrastructure is built to support growing traffic and content without requiring manual scaling. According to the Wix Studio overview, designers can focus on creative work while “everything scales automatically” and the responsive editor ensures optimised experiences on every device[2]. For agencies and enterprises, Studio adds account‑level analytics and SSO to manage multiple sites from one dashboard[3]. In my experience, both Wix and Wix Studio handle moderate traffic volumes well, especially when content is optimised and media files are properly compressed.
Where scalability becomes a question is in the ability to integrate with back‑office systems. Standard Wix is more limited here, so if you plan to connect to an ERP, inventory management or CRM, you’ll need Wix Studio and possibly custom Velo code. Wix can handle thousands of SKUs, but if you anticipate tens of thousands or need advanced warehousing features, an enterprise e‑commerce platform (e.g., Shopify Plus or Magento) might be more appropriate. Still, for the majority of Greek SMEs, Wix’s scalability is adequate and cost‑effective.
Specific considerations for the Greek market
Payment options
One challenge in Greece is payment processing. Currently, Wix does not natively support Greek bank payment gateways, so merchants must use international providers. For optimal profitability, I recommend connecting your store to Stripe and have the payouts send to Revolut Business as a bit drawback in Greece are the high cost fee of receiving money from Stripe (another "eccentricity" of the Greek Banks).
Both support euros, offer competitive fees and can integrate with Wix for checkout. Greek banks’ e‑commerce gateways (e.g., Alpha Bank, Eurobank) are not directly available at the moment, but we are working with the Wix ecosystem to encourage their inclusion.
Integrations with Greek services (ERP, Skroutz, AADE)
Many Greek e‑commerce businesses rely on integrations that Wix does not yet provide out of the box. Some key areas:
· ERP integration – Greek retailers often use systems like SoftOne or Entersoft to manage products, stock and accounting. Standard Wix lacks plug‑ins for these ERPs. At ORAMAD, we develop custom connectors for our clients using Wix Studio’s API layer and webhooks, so inventory stays synchronised between the website and the ERP.
· Skroutz/BestPrice marketplace feeds – Popular price comparison sites such as Skroutz and BestPrice drive significant traffic. Wix does not have built‑in feed generators. We have solved this by building custom scripts that export product data from Wix and format it for these marketplaces.
· AADE e‑invoice integration – Greece’s tax authority (AADE) requires digital invoicing for B2B transactions. Wix currently lacks a direct connection to AADE’s e‑invoice platform. We are working on building middleware to bridge Wix orders with the AADE interface so invoices are issued automatically.
Third‑party apps and localisation
Although Wix’s App Market offers hundreds of extensions, not all are adapted for Greek language and regulations. I recommend double‑checking that any app you plan to use (e.g., loyalty programmes, booking calendars, analytics) supports Greek currency, taxes and language. For translation, Wix’s built‑in multilingual feature is robust, but you must invest time in proper localisation to ensure consistency in Greek.
Recommendations and insights as a digital growth manager
Start with a clear growth plan. If you need a quick, low‑maintenance online presence, standard Wix is often enough. Its AI builder can get you live quickly[1], and the e‑commerce tools are sufficient for simple product catalogues. When growth accelerates and you require more custom design or integrations, migrate to Wix Studio or start there from the beginning.
Focus on customer experience. Whether on Wix or Wix Studio, invest time in good user experience—clean navigation, fast load times, high‑quality product photos and clear descriptions. Use Wix’s SEO tools and marketing features to drive traffic and conversions. Remember that enterprise‑grade infrastructure and marketing tools are available[4], but you must configure them properly.
Plan for integrations early. If your business relies on Greek‑specific ERPs, marketplaces or tax reporting, consult with your developer or agency before committing to Wix. At ORAMAD we have developed solutions for ERP and Skroutz integration and are working on AADE connectivity; however, these require custom development in Wix Studio.
Choose payment gateways carefully. For Greek merchants, Stripe and Revolut Business currently provide the best combination of ease of setup and reasonable fees. Keep an eye on developments regarding native support for Greek bank payments, but do not let the lack of it prevent you from starting online sales.
Conclusion
Wix and Wix Studio offer powerful tools for Greek businesses to build and grow their online presence. Wix’s AI‑driven site builder makes it easy for anyone to launch a professional site quickly[1], while Wix Studio unlocks advanced design, development and multi‑site management features[2][3]. Both platforms include robust e‑commerce capabilities[4], but local payment and integration gaps remain. By understanding these limitations and leveraging custom solutions where needed, Greek entrepreneurs and agencies can take advantage of Wix’s strengths while addressing the unique demands of our market.
[1] How to create and design a website with AI
[4] Wix eCommerce Blog | eCommerce Blog & Marketing Tips
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