Wix eCommerce (Wix Stores) is the commerce layer built into the Wix website builder — an easy-setup Shopify/BigCommerce alternative for small stores and solopreneurs. This skill covers running and automating a Wix store: the Stores and eCommerce REST APIs, webhooks, plan gates, and the pain points (SEO/performance, template lock-in, paywalled features) that trip people up.
Step 1 — Gather context
If references/learnings.md exists, read it first for accumulated platform knowledge.
Ask only what you need (skip if the prompt already says):
- What's the goal? (a) automate/integrate via the API or webhooks, (b) fix a store/SEO/performance problem, (c) pick a Wix plan or compare Wix vs another platform, (d) configure a store feature (checkout, subscriptions, dropshipping, multichannel).
- Build context — self-managed/headless (API keys) or a 3rd-party Wix app (OAuth)? Which objects matter — products, orders, inventory, abandoned carts?
- Plan — Light, Core, Business, or Business Elite? (eCommerce needs Core or higher.)
Skip-ahead rule: if the user's prompt already contains enough context, go straight to Step 2.
Step 2 — Route or answer directly
Map the request to the right home. When routing, give the exact command.
| The user's real problem | Route to |
|---|---|
| Checkout-conversion strategy across tools (order bumps, AOV, cart abandonment tactics) | /sales-checkout {question} |
| General website / landing-page / funnel strategy | /sales-funnel {question} |
| Migrating a store off (or onto) Wix — data export, redirects | /sales-checkout {question} (migration mechanics) |
| Choosing a Merchant of Record for global tax instead | /sales-merchant-of-record {question} |
| SEO strategy / Core Web Vitals / technical audit | /sales-seo {question} |
| Post-purchase email / abandoned-cart email sequences | /sales-email-marketing {question} |
| Not sure which skill | /sales-do {question} |
Anything Wix-specific (API, webhooks, plan gates, store features) — answer here using Step 3.
Step 3 — Wix platform reference
Read references/platform-guide.md for the full platform reference — capabilities & automation surface, pricing/plan gates, the data model with JSON shapes, integration recipes (cURL + Python), and integration patterns.
For raw API detail (endpoints, request/response JSON, auth headers, webhook JWT verification), read references/wix-api-reference.md.
Answer using only the relevant section — don't dump the whole reference.
Step 4 — Actionable guidance
You no longer need the guide loaded — focus on the user's situation:
- Integration: Self-managed/headless → API key (
Authorization+wix-site-id). 3rd-party app → OAuth. For purchase-driven automation, prefer webhooks (signed JWT) over polling; always make a follow-up GET because some payloads are partial. Dedupe on event/entity ID and return 200 within 1250 ms. - Plan choice: eCommerce is gated to Core ($29/mo) or higher — Light won't sell. Advanced shipping + automated tax are Business+. Confirm the feature you need isn't paywalled before committing.
- SEO/performance: Wix is JS-heavy; if rankings/Core Web Vitals are the bottleneck at scale, that's a
/sales-seo(or migration) decision, not a settings toggle. - Lock-in: Changing template after publishing can lose content, and there's no clean export of a working storefront — design for that before you scale.
If you discover a gotcha or tip not in references/learnings.md, append it there with today's date.
Gotchas
Best-effort from research (2026-06) — review these, especially plan-gated features and integration details that may be outdated.
- eCommerce is plan-gated — selling needs Core or higher; the Light plan can't run a store. Advanced shipping and automated sales tax are Business+.
- Template lock-in — you generally can't switch templates after publishing without rebuilding/losing content. Pick the template carefully up front.
- JS-heavy → SEO/perf risk — Wix sites lean on JavaScript; slower loads (esp. mobile) can hurt Core Web Vitals and rankings. Strong enough for small/simple stores, weaker at scale.
- Walled garden / no clean export — you don't own the code and there's no clean export of a working storefront; budget for migration pain if you outgrow Wix.
- Webhooks are signed JWTs, not raw JSON — verify with your app's public key from the Webhooks page; payloads can be partial (follow up with a GET); handle duplicate and out-of-order events and respond 200 within 1250 ms or Wix retries up to 12 times.
- API keys vs OAuth — API keys are for self-managed/headless and CLI/n8n; 3rd-party Wix apps must use OAuth (keys aren't available to them). Site-level calls need the
wix-site-idheader; a missing header or wrong scope returns 403. - Products v3 query omits variants — Query Products doesn't return variant data; use Get Product / the Variants API. Only a narrow set of fields is filterable/sortable (unsupported fields error out).
Related skills
/sales-checkout— Cross-tool checkout-conversion strategy, order bumps, AOV, and cart-abandonment tactics (Wix is one platform among Shopify/BigCommerce/Medusa)./sales-funnel— Website, landing-page, and funnel strategy across builders./sales-merchant-of-record— Choosing a MoR (Paddle/Lemon Squeezy) for global tax vs owning tax yourself./sales-seo— SEO strategy, technical audits, and Core Web Vitals./sales-email-marketing— Post-purchase and abandoned-cart email sequences./sales-do— Not sure which skill to use? The router matches any sales objective to the right skill. Install:npx skills add sales-skills/sales --skill sales-do -a claude-code
Examples
Example 1: "Sync every new Wix order into my CRM"
A developer/automation question. Recommend a webhook (Order Approved / Order Updated) over polling. Walk through: register the webhook in the Wix Developers Center, verify the signed JWT with the app public key, read eventType + instanceId, then GET the full order from POST /ecom/v1/orders/search or Get Order (payloads can be partial). Show the API-key headers (Authorization + wix-site-id), dedupe on event ID, and return 200 within 1250 ms. Point to references/wix-api-reference.md for the JSON.
Example 2: "My Wix store is slow and not ranking — should I stay on Wix?"
Upstream SEO/performance pain. Explain Wix's JS-heavy rendering and Core Web Vitals impact, the small-store-vs-scale tradeoff, and template lock-in / no clean export. For the technical-SEO playbook route to /sales-seo; if they're weighing a move, the migration mechanics live in /sales-checkout. Be honest that some limits are structural, not a settings toggle.
Example 3: "Which Wix plan do I need to sell products, and what's gated?"
Pricing/plan-gate question (answer from the guide). eCommerce starts at Core ($29/mo); Light can't sell. Business ($39/mo) adds advanced shipping + automated tax; Business Elite ($159/mo) raises dropshipping/review limits. Flag pricing as best-effort and tell them to confirm the specific feature isn't paywalled before subscribing.
Troubleshooting
"My Wix webhook fires but the data is incomplete / I can't trust it"
Wix sends event data as a signed JWT, and some (especially legacy) events return only changed fields. Verify the JWT with your app's public key, then make a follow-up GET to the entity endpoint for the full object. Store processed event IDs and skip duplicates — copies can arrive more than once and out of order. Respond 200 within 1250 ms or you'll get up to 12 retries.
"My store changes broke SEO / pages load slowly"
Wix's heavy client-side JavaScript slows first paint, especially on mobile, which feeds Core Web Vitals and rankings. Tighten images/apps, but accept that hosted-builder overhead caps how fast you can get. If rankings are business-critical at scale, treat it as an SEO-or-migration decision (/sales-seo, then /sales-checkout migration), not a single fix.
"I'm getting 403 Forbidden on the API"
Check: (1) Authorization header carries a valid API key; (2) you sent wix-site-id for site-level calls (or wix-account-id for account-level) — one or the other, not both; (3) the key has the right permission scope (e.g. SCOPE.STORES.PRODUCT_READ, SCOPE.DC-STORES.READ-ORDERS); (4) the key was created by the account owner and is scoped to the site you're calling. 3rd-party apps can't use API keys at all — use OAuth.