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The 5 Best Website Builder 2023 – The Ultimate Showdown: Squarespace, Wix, Shopify, Site123, and Ionos

In today’s digital age, having a captivating and functional website is essential for businesses and individuals alike. As the demand for website builders grows, we find ourselves spoiled for choice. In this comprehensive review, we’ll put five of the most popular website builders to the test: Squarespace, Wix, Shopify, Site123, and Ionos. Our mission? To determine which platform reigns supreme, offering the best in design, ease of use, e-commerce capabilities, SEO, and more.

Feel free to use our handy table of contents to jump straight to the sections that matter most to you. And if you’re interested in exploring more reviews by us, simply click here. Let’s dive in and uncover the best fit for your website building adventure!

Pros and Cons: Choosing the Right Website Builder

Choosing a website builder is a significant decision, and each of the five options in this lineup has its strengths and weaknesses. Let’s explore the pros and cons of each:



  • Exceptional ease of use, making it perfect for beginners.
  • Robust scalability, allowing your website to grow with your needs.
  • Impressive performance in terms of speed and security.
  • Extensive resources and customer support.
  • Excellent mobile responsiveness.
  • Good pricing structure


  • Some templates can be inflexible for advanced customization.
  • No Free Plan



  • Stunning design templates for a visually appealing website.
  • Strong scalability for moderate growth.
  • 24/7 customer support and informative resources.
  • Good mobile responsiveness.


  • Even less flexibility for in-depth customization compared to Wix.
  • No Free Plan



  • Unmatched e-commerce capabilities, ideal for online stores.
  • Reliable performance in handling online transactions.
  • Good customer support and resources.
  • Mobile responsiveness optimized for e-commerce.


  • Designed primarily for e-commerce, which may limit other website types.
  • No Free Plan



  • Offers a free plan for very basic websites.
  • Simple and straightforward for users with limited technical expertise.
  • Adequate customer support and resources.
  • Mobile responsiveness for basic websites.


  • Limited scalability and advanced features compared to Wix.



  • Budget-friendly hosting services.
  • Straightforward and reliable performance for basic websites.
  • Adequate customer support and resources.


  • Limited scalability and advanced website builder features compared to top contenders.
  • No Free Plan
website builder: ease of use

Ease of Use: Crafting Your Website with Ease

When it comes to the ease of use, these website builders offer distinct experiences that cater to various user preferences. If you’re looking for a user-friendly and intuitive platform to build a website, Wix stands out as a top choice. The straightforward drag-and-drop interface lets you create your site effortlessly. With a variety of pre-designed templates that cover numerous industries and styles, it’s easy to get started. Even if you’re new to website building, Wix’s approach makes it a breeze to bring your ideas to life.

Shopify: Tailored for Online Shops

For those focused on setting up an online store, Shopify takes center stage. While Shopify is known for its e-commerce prowess, its user-friendliness extends to creating the rest of your website as well. It’s incredibly straightforward for online retailers, offering a simplified setup process and an intuitive interface. However, it’s essential to note that Shopify’s primary strength lies in e-commerce. If you’re leaning towards a full-fledged online shop, Shopify is your go-to platform for an easy setup. For more diverse website types, Wix remains the standout choice in terms of versatility and ease of use.

Other Options: Squarespace, Site123, and Ionos

While Squarespace, Site123, and Ionos are indeed good website builders, they don’t quite reach the same level of user-friendliness as Wix and Shopify. Squarespace offers elegant design and simplicity, but it might take a bit more time to get acquainted with its interface. Site123 is user-friendly, particularly for basic websites, but it lacks the flexibility and design options that Wix provides. Ionos, while straightforward, may be better suited for those looking for a simple web hosting solution rather than a fully-featured website builder. For users who prioritize ease of use, especially for diverse website types, Wix and Shopify remain the top contenders.

Design and Templates: Unleashing Creativity

Design is at the heart of any great website, and here’s where Wix truly shines. It boasts a stunning array of professionally designed templates that cater to diverse tastes and industries. Squarespace doesn’t lag far behind, with a vast collection of templates that can be customized extensively. Shopify’s e-commerce-centric templates offer a modern and stylish approach. Shopify’s templates are best for e-commerce and online shops.

Site123’s templates are simple but might not suit those looking for highly unique designs. Ionos, while clean and functional, falls short in terms of template diversity.

website builders, e-commerce features

E-commerce Features: Building Your Online Store with Confidence

For anyone seeking to establish a robust online store, Shopify takes the lead as an exceptional platform. It’s designed from the ground up with e-commerce in mind, offering a comprehensive range of features. From product listings and inventory management to secure payment gateways, Shopify covers all the essentials, making it ideal for individuals and businesses looking to sell products or services online.

Wix: A Strong E-commerce Contender

If you’re not only focused on e-commerce but desire robust online shop features, Wix is also a good choice. While not as e-commerce-dedicated as Shopify, Wix still provides a wide array of tools to facilitate online sales. Users can create stunning online stores, set up payment gateways, and manage product listings with ease. For those with versatile website requirements, Wix’s combination of e-commerce features and overall ease of use makes it a top contender.

Squarespace, Site123, and Ionos

In the world of e-commerce, not all website builders are created equal. Squarespace offers decent e-commerce capabilities, but it may not match the depth and specialization that Shopify and Wix provide. For simpler online stores or those with additional website needs, Squarespace can suffice. Site123, while user-friendly, falls short in terms of e-commerce capabilities. It might be suitable for basic online shops, but it lacks the advanced features found in Shopify and Wix. Ionos, on the other hand, focuses more on web hosting than e-commerce. It’s ideal for individuals or businesses seeking reliable hosting services but may not offer the robust e-commerce features found in Shopify and Wix. For those who prioritize e-commerce, the dynamic duo of Shopify and Wix remains the go-to choice, offering a tailored and comprehensive experience.

5 best website builders: seo and marketing tools

SEO and Marketing Tools: Reaching Your Audience Effectively

When it comes to optimizing your website for search engines and reaching your target audience, Wix, Squarespace and Ionos shine brightly. Their comprehensive SEO and marketing tools are user-friendly and powerful. From customizable meta tags to an integrated blog feature, the three offer a robust suite of tools to enhance your online presence.

Squarespace and Wix offer a range of built-in SEO features, including customizable URLs, alt tags for images, and automatic XML sitemaps. Ionos offers the same features and is powerd by rankingCoach. Shopify has also invested in SEO, particularly for e-commerce, with features like customizable meta descriptions and title tags. Site123 provides basic SEO tools but might not match the depth and versatility offered by Wix, Squarespace and Ionos. Regardless of your choice, each platform equips you with valuable SEO and marketing tools to boost your website’s visibility and reach. However, if you seek a platform where these tools are not just functional but exceptional, Wix is the standout choice.

Pricing and Plans: Finding the Right Fit for Your Budget


Wix offers 4 different plans and an additional Enterprise plan for companys that want to manage their big websites and need customized features. Unfortunatly Wix doesn’t offer a free plan but a free trial. You can try their plans for 14 days and if you don’t like what wix offers you can simply cancel youre subscripiton and get all youre money back, no questions asked. Now to their different plans:

  • Light: $10/month
  • Core: $20/month
  • Business : $29/month
  • Business Elite: $149/month

Features that come with the different plans:

  • Light Plan: 2 collaborators, 2 GB storage space ,Light marketing suite, Free domain for 1 year
  • Core Plan: 5 collaborators, 50 GB storage space, Basic marketing suite, Free domain for 1 year, Basic site analytics, Accept payments, Basic eCommerce
  • Business: 10 collaborators, 100 GB storage space, Standard marketing suite, Free domain for 1 year, Standard site analytics, Accept payments, Standard eCommerce
  • Business Elite: 15 collaborators, Unlimited storage space, Advanced marketing suite, Free domain for 1 year, Advanced site analytics, Accept payments, Advanced eCommerce, Advanced developer platform


Shopify’s pricing varies depending on your e-commerce requirements. Now to the different plans Shopify offers:

  • Basic: $29/month
  • Shopify: $79/month
  • Advanced: $299/month

There are also alternative solutions for youre business like the Starter plan thats $5/month. Its for people that sell products at events and through social media and messagin apps. There is also the Retail plan for $89/month, thats for people and companys that sell in store with advanced staff, inventory, and loyalty features. Shopify also offers the Shopify Plus Plan for $2000/month. This plan is for high volume businesses.

Like Wix Shopify offers a Free Trial where you can explore its features for few days and if you pay yearly you get a 25% discount. Also important to mention is that all plans are only $1/month for the first 3 months.

Features that come with the different plans:

  • Basic: Basic reports, Up to 1,000 inventory locations, 2 staff accounts
  • Shopify: Professional reports, Up to 1,000 inventory locations, 5 staff accounts
  • Advanced: Custom report builder, Up to 1,000 inventory locations, 15 staff accounts


Squarespace offers four pricing plans, each designed to cater to different needs:

  • Personal Plan: $16/month
  • Business Plan: $23/month
  • Basic Commerce Plan: $27/month
  • Advanced Commerce Plan: $49/month

Remember if you pay annualy you’ll get a 25% – 30% discount and all plans come with a 14-Day Free Trial, so you can try before you buy.

Features that come with the different plans:

  • Personal Plan: Mobile optimized websites, Templates to fit every need, Free custom domain
  • Business Plan: Mobile optimized websites, Templates to fit every need, Free custom domain*, Advanced website analytics, Fully integrated ecommerce, 3% transaction fee, Checkout on your domain
  • Basic Commerce Plan: Mobile optimized websites, Templates to fit every need, Free custom domain*, Advanced website analytics, Fully integrated ecommerce, 0% transaction fee, Checkout on your domain, Powerful merchandising
  • Advanced Commerce Plan: Mobile optimized websites, Templates to fit every need, Free custom domain*, Advanced website analytics, Fully integrated ecommerce, 0% transaction fee, Checkout on your domain, Powerful merchandising, Advanced Shipping, Advanced discounting, Sell subscriptions


Site123 offers two plans:

  • Free Plan: $0.00/month
  • Premium Plan: $12.80/month

Features that come with the different plans:

  • Free Plan: 250 MB Storage, 250 MB Bandwidth, Subdomain
  • Premium Plan: Free Domain for 1 year, 3GB storage, 3GB bandwidth, Remove SITE123 Floating Tag, Connect Your Domain, Store

Site123 does not provide a free trial; instead, they offer a 14-Day Money Back Guarantee. In essence, this functions similarly to a free trial. You can try the premium plan, and if you are satisfied, you have the option to cancel your subscription and receive a full refund.

Attention: Site123’s free plan offers a cost-effective introduction to their website building platform but it’s important to mention that due to its limitations it’s not realy usable. With just 250 MB of storage and bandwidth, it realy hinders users that have some more content on their websites. Additionally, the inclusion of a subdomain in the site’s URL could affect its professional appearance.


Ionos offers three different plans:

  • Plus: $1/month for the first 6 months then $18
  • Starter: $6/month for the first 6 months then $12
  • Pro: $15/month for the first 6 months then $28

Features that come with the different plans:

  • Starter: AI Website Builder, website editing with simple design options, domain for 1 year, professional email address with 2 GB inbox, includes 10 GB webspace & 10 pages
  • Plus: AI Website Builder, website editing with simple design options, domain for 1 year, professional email address with 12 GB inbox, includes 50 GB webspace & 200 pages, SiteAnalytics, integrated online booking tool, AI text generator & AI text improver, AI image generator, AI SEO text generator
  • Pro: AI Website Builder, website editing with simple design options, domain for 1 year, professional email address with 50 GB inbox, unlimited webspace & pages, SiteAnalytics Plus, integrated online booking tool, AI text generator & AI text improver, AI image generator, AI SEO text generator, SEO-optimization with rankingCoach Essential

Unfortunatly Site123 doesn’t offer a Free Plan or a Free Trial

Scalability: Growing Your Website with Confidence

Scalability is a vital aspect of a website builder, and Wix demonstrates its significance with flying colors. Scalability means that as your website grows and evolves, your chosen platform can adapt to your changing needs seamlessly.

The Importance of Scalability

Scalability matters because it ensures that your website can grow as your business or project expands. Whether you’re starting a personal blog or launching a small e-commerce store, your site should have the potential to handle increased traffic, additional content, and new features. Without scalability, you might find yourself outgrowing your website builder’s capabilities, resulting in the need to migrate to a new platform, which can be a time-consuming and complex process.

Why Wix Excels

Wix is a standout in terms of scalability. It offers a robust platform that can accommodate diverse website types, from simple blogs to extensive e-commerce sites. Whether you’re adding new pages, products, or interactive elements, Wix provides the tools and resources you need to grow your site. With a range of third-party apps and plugins, you can expand your site’s functionality without hitting any walls. Plus, the platform handles the technical side, ensuring your site remains fast and reliable as it scales.

Other Contenders: Squarespace, Shopify, Site123, and Ionos

While Wix excels in scalability, other website builders also offer varying degrees of adaptability. Squarespace is a strong contender for moderate website growth, providing an accessible platform for individuals and small businesses. Shopify, with its e-commerce focus, offers excellent scalability for online stores, making it ideal for businesses with substantial growth potential. Site123 can handle basic website growth but may not match the depth of scalability found in Wix. Ionos offers budget-friendly hosting solutions but may not be as versatile for extensive website expansion.

For scalability, Wix remains the top choice, offering a dynamic and flexible online platform that seamlessly adapts to your website’s growth. Depending on your specific needs and focus, other contenders like Shopify and Squarespace may also offer compelling scalability features to support your online journey.

top 5 website builders: customer support

Customer Support and Resources: Assistance at Your Fingertips

When it comes to customer support, all five of these website builders offer 24/7 assistance, ensuring that help is always available when you need it. Additionally, they provide valuable resources to help you learn and troubleshoot. The differences between them are minimal, but there are some standout qualities in Wix and Shopify.

24/7 Customer Support

Every platform in this lineup is committed to keeping you covered around the clock. Whether you encounter technical issues late at night or have questions about your website at dawn, they’ve got you.

Resourceful Knowledge Bases

They all maintain knowledge bases that are brimming with articles, tutorials, and guides. These resources can be invaluable when you want to educate yourself or find quick solutions to common problems.

Wix and Shopify: A Slight Edge

What sets Wix and Shopify apart, albeit slightly, is the extent of their resources. Both platforms offer extensive libraries of articles and tutorials, but they take it a step further. Wix’s ADI (Artificial Design Intelligence) can guide you through the website creation process, while Shopify offers detailed e-commerce resources for budding online entrepreneurs. These additional resources can be particularly handy if you’re new to website building or e-commerce.

While all five website builders ensure your queries are addressed promptly, Wix and Shopify offer just a bit more in terms of resources, making it slightly easier for you to inform and educate yourself, making your website journey even smoother.

Performance: Speed and Security – A Closer Look

Wix: The Performance Champion

Wix excels in both speed and security. With a powerful infrastructure and a content delivery network (CDN), your website loads quickly regardless of its complexity. Moreover, Wix prioritizes security, offering features like SSL certification and data protection. Their commitment to providing a secure and fast environment for your site is a significant advantage.

Squarespace: A Strong Performer in Speed

Squarespace is another solid performer in terms of speed. They employ a robust global content delivery network, ensuring fast load times for your site’s visitors. However, it’s important to note that while Squarespace excels in speed, it may not match Wix’s dedication to security.

Shopify, Site123, and Ionos

While Shopify, Site123, and Ionos offer reliable performance features, they fall slightly short of the standards set by Wix and Squarespace. Shopify is primarily focused on e-commerce, which impacts the speed and security of regular websites. Site123 offers basic performance, but it may not meet the high standards set by Wix and Squarespace. Ionos, while providing budget-friendly hosting, may not offer the same level of speed and security features found in the top two contenders.

Mobile Responsiveness: Ensuring a Seamless Experience

Why Mobile Responsiveness Matters

Mobile responsiveness is crucial in today’s digital landscape. With the increasing use of smartphones and tablets, it’s essential that your website functions flawlessly on various devices. A mobile-responsive website adapts to different screen sizes, ensuring that your visitors have a seamless experience, whether they’re on a desktop or a mobile device.

All 5 Tools Excel in Mobile Responsiveness

Thankfully, when it comes to mobile responsiveness, all five website builders excel. Wix, Squarespace, Shopify, Site123, and Ionos offer templates and designs that automatically adjust to fit the screens of smartphones and tablets. This ensures that your website looks and functions just as beautifully on a mobile device as it does on a desktop, allowing you to cater to the preferences of all your visitors.

Conclusion: Making the Right Choice

First of all we appreciate your time and attention in reading this review. If you’d like to check out additional reviews authored by us you can click here!

In the quest to choose the ideal website builder, several key factors have been examined, from ease of use to scalability, performance, customer support, and mobile responsiveness. While each platform has its strengths, one emerges as the standout choice – Wix.

Wix combines user-friendliness with robust scalability, allowing users to create everything from personal blogs to extensive e-commerce stores. It shines in terms of speed, security, and mobile responsiveness, delivering a seamless experience for visitors. Its extensive resources and 24/7 customer support ensure that you’re never left in the dark when building and maintaining your website.

That said, it’s important to acknowledge Shopify‘s exceptional e-commerce capabilities. For online stores, Shopify stands as the go-to option, offering unparalleled tools and resources for e-commerce success. However, it’s clear that Wix remains the overall winner, excelling in a broad range of categories.

Squarespace, Site123, and Ionos all present compelling options for various website needs, with Squarespace leading in terms of design and aesthetic appeal. Site123’s free plan is a budget-friendly boon for basic websites, while Ionos provides reliable hosting services.

With all this information, I hope you can make an informed decision, and I wish you a successful website building journey.

Happy website building!

Frequently Asked Questions

1. Why should I choose Wix as my website builder?

Wix is an excellent choice due to its user-friendliness, robust scalability, impressive performance, and comprehensive customer support. It offers an extensive library of resources and provides excellent mobile responsiveness, making it suitable for a wide range of website needs.

2. Can I build an e-commerce website with Wix?

Absolutely! Wix provides a dedicated e-commerce platform, Wix Stores, which offers a wide range of e-commerce features. It’s a solid choice for anyone looking to create and manage an online store.

3. What is the best website builder for beginners?

For beginners, Wix is an excellent choice due to its user-friendly interface, drag-and-drop functionality, and extensive resources to guide newcomers through the website building process.

4. Which platform is the best for e-commerce websites?

When it comes to e-commerce, Shopify stands out as the top choice, offering unparalleled features and tools tailored for online stores.

5. What if I want a visually stunning website?

If aesthetics are a top priority, Squarespace is known for its stunning design templates, making it an excellent choice for individuals or businesses looking to create visually appealing websites.

6. Can I change my website’s design after I’ve started building it?

Yes, all the website builders in this review offer the flexibility to change your website’s design and structure even after you’ve started building it, ensuring you can adapt as your needs evolve.

7. Do these website builders offer SEO tools?

Squarespace and Wix are known for their strong SEO tools, making them excellent choices for optimizing your website. These tools include customizable meta tags, sitemaps, and other features to enhance your website’s visibility.