Format vs Wix
Choose Format if your main goal is a photography or creative portfolio with built-in client galleries and file delivery; choose Wix if you want a website builder for a wider range of businesses, with more apps, bookings, and a free publishing option. Both let you build a hosted site without coding and sell online on eligible paid plans.
Last updated October 31, 2026.
At a glance
| Dimension | Format | Wix |
|---|---|---|
| Primary focus | Portfolios for creative professionals | Websites for varied industries |
| Client galleries | Built in; 50 on Pro, 250 on Pro Plus | Password-protected gallery pages; proofing apps available |
| File delivery | File transfers; 5 GB on Pro, 10 GB on Pro Plus | Not published |
| Free option | 14-day free trial | Free plan with Wix-branded domain |
| Paid plans | Basic $10, Pro $12, Pro Plus $15 per month, billed annually | Light $17, Core $29, Business $39, Business Elite $159 per month, billed annually; prices vary by location |
| Online selling | Commission-free store; 15 products on Pro, 1,000 on Pro Plus | Payments and ecommerce from Core |
| Design tools | Portfolio themes and Flex Block | Drag-and-drop editor, AI tools, and templates |
| Apps and integrations | Lightroom integration | App Market with 500+ apps |
| Storage and image limits | Pro: 100 GB and 1,500 images; Pro Plus: 1 TB and unlimited images | Light: 2 GB; Core: 50 GB; Business: 100 GB |
| Hosting and domains | Hosting included; first-year domain on annual Pro and Pro Plus | Hosting included; custom domain on paid plans |
| Support | Customer support; priority on Pro Plus | 24/7 customer care |
Scroll the table sideways to compare each row.
Which should you choose?
Choose Format if
- Photographers delivering galleries and files to clients
- Creatives who want a portfolio-focused builder
- Sellers with a small catalog of creative work
- Teams that need client contracts alongside a portfolio
Choose Wix if
- Buyers who want to publish a free site
- Businesses combining a portfolio with bookings
- Site owners who want a large app market
- Sellers planning a broader online store
The verdict
The deciding factor is how much of your work happens around client images. Format is the better fit when portfolio presentation, client galleries, and file transfers belong in one creative workflow. Wix is the better fit when you want to start with a free site or build beyond a portfolio using its app market, bookings, and broader commerce tools. Compare the plan you would actually need: neither product includes online selling on its entry-level paid plan.
Format vs Wix: common questions
- Is this comparison worth publishing?
- Yes. Format and Wix both sell hosted website-building plans, and both serve buyers creating online portfolios, though Format specializes in creative workflows and Wix serves a wider range of sites.
- Should a photographer choose Format or Wix?
- Format is a strong fit for photographers who want client galleries and file transfers alongside their portfolio. Wix also supports photography portfolios and private gallery pages, and is worth considering when bookings or apps are a priority.
- Can I use Format or Wix for free?
- Format offers a 14-day free trial. Wix offers a free plan that lets you publish a site with a Wix-branded domain; connecting a custom domain requires a paid Wix plan.
- Which Format and Wix plans let me sell online?
- Format includes its commission-free online store on Pro and Pro Plus, with limits of 15 and 1,000 products respectively. Wix enables payments and ecommerce starting with Core.
- Do Format and Wix include hosting?
- Yes. Format includes hosting and SSL security with its portfolio plans. Wix includes hosting on free and paid plans.
- Can I connect my own domain to Format or Wix?
- Yes. Format lets you connect an existing domain and includes the first year of domain registration on annual Pro and Pro Plus plans. Wix requires a paid plan to connect a custom domain.
- Which has more third-party apps?
- Wix publishes an App Market with more than 500 apps. Format publishes specific integrations, including Lightroom, rather than a comparable general-purpose app marketplace.
- Do I need coding skills to build a site with Format or Wix?
- No. Format provides portfolio themes and a visual Flex Block editor, while Wix offers drag-and-drop and AI-assisted creation tools. Format also offers HTML and CSS customization on Pro and Pro Plus.