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The True Cost of DIY Website Builders: Wix vs Squarespace vs Custom Development

1/26/2026·222 Tech

The Tempting Promise

"Build a professional website in minutes!" — we've all seen these ads. Wix, Squarespace, and similar platforms promise an easy path to getting your business online. And for some, they deliver. But for many businesses, the true cost reveals itself only after months of frustration.

Let's break down what you're really paying for.

The Obvious Costs

Wix Pricing (2025)


  • Free Plan: Wix-branded, limited features

  • Light: $17/month — basic site, no e-commerce

  • Core: $29/month — basic e-commerce

  • Business: $36/month — full e-commerce features

  • Business Elite: $159/month — advanced features

    • Squarespace Pricing (2025)


  • Personal: $16/month — basic site

  • Business: $23/month — basic e-commerce

  • Commerce Basic: $28/month — full e-commerce

  • Commerce Advanced: $52/month — advanced features

    • Seems reasonable, right? A few hundred dollars a year for a professional website. But wait...

    The Hidden Costs Nobody Talks About

    1. Premium Apps and Plugins

    Both platforms limit functionality in their base plans. Need:

  • Advanced booking? +$10-20/month

  • Email marketing integration? +$15-30/month

  • Advanced SEO tools? +$10-25/month

  • Live chat? +$15-40/month

  • Inventory management? +$20-50/month

    • Real example: A restaurant client came to us after spending $89/month on Wix plus $45/month in apps. That's $1,608/year for features that should be standard.

    2. Transaction Fees

    Squarespace charges 3% transaction fees on their Business plan (on top of Stripe/PayPal fees). Wix charges 2.9% + $0.30 per transaction.

    For a business doing $10,000/month in sales:

  • Squarespace Business: $300/month in transaction fees

  • That's $3,600/year in hidden costs

    • 3. Limited Design Customization

    "But the templates are beautiful!" Yes, until you realize:

  • You can't change fundamental layouts

  • Moving elements breaks on mobile

  • Animations are preset only

  • Typography options are limited

    • We've had clients spend 40+ hours trying to make their Wix site look "just slightly different" from the template.

    4. SEO Limitations

    Both platforms have improved, but fundamental limitations remain:

  • URL structures are restrictive

  • Page speed suffers from bloated code

  • Server location affects local SEO

  • Limited schema markup options

  • No server-side rendering for dynamic content

    • Real impact: A client's Squarespace site ranked #15 for their main keyword. After migrating to custom Next.js, they hit #3 within 6 months.

    5. Scaling Problems

    What happens when you grow?

  • More products = slower site

  • More traffic = no optimization options

  • More features = more plugins = more costs

  • API integrations = often impossible

    • The Custom Development Investment

    Let's compare with a custom-built website:

    Initial Investment


  • Basic business site: $3,000-8,000

  • E-commerce site: $8,000-25,000

  • Complex web app: $25,000+

    • Yes, it's more upfront. But consider:

    Ongoing Costs


  • Hosting: $20-100/month

  • Maintenance: $100-300/month (optional)

  • No transaction fees (beyond payment processor)

  • No app fees — features built-in

  • No limitations — you own everything

    • 3-Year Total Cost Comparison

    Scenario: Small e-commerce business, $10k/month sales

    Squarespace Commerce Advanced:

  • Platform: $52 × 36 = $1,872

  • Transaction fees (3%): $10,800

  • Premium apps: ~$2,400

  • Total: $15,072

    • Custom Development:

  • Initial build: $12,000

  • Hosting: $50 × 36 = $1,800

  • Maintenance: $150 × 36 = $5,400

  • Transaction fees: $0 (just Stripe's 2.9%)

  • Total: $19,200

    • Closer than you thought? And with custom, you have:

  • Complete ownership

  • Unlimited scalability

  • Better SEO

  • Any feature you need

  • Your own codebase

    • When DIY Builders Make Sense

    Be honest about your needs:

    Use Wix/Squarespace when:

  • You're a solo freelancer with a portfolio

  • Budget is strictly under $2,000/year total

  • You need something live in days, not weeks

  • Design customization doesn't matter

  • You won't sell online (or very minimal sales)

    • Invest in custom when:

  • Your business depends on the website

  • You need specific functionality

  • SEO matters for your industry

  • You plan to scale

  • You're already paying $100+/month on the platform

  • Your brand needs to stand out

    • The Real Question

    Don't ask "What's the cheapest option?" Ask "What's the best investment for my business?"

    A $15,000 website that generates $100,000 in sales beats a $500/year website that generates $20,000.

    Our Honest Recommendation

    1. Start with a custom site if you can afford it. The long-term savings and benefits compound over time.

    2. If you must start with a builder, use Squarespace (better templates, fewer upsells) and migrate within 1-2 years when revenue allows.

    3. Never stay on a builder if you're paying $150+/month in platform + apps + fees. At that point, custom is more economical.

    4. Calculate your true costs including time spent fighting limitations.

    Next Steps

    Not sure which path is right for your business? We offer free 30-minute consultations to help you calculate the true cost for your specific situation.

    Contact us to discuss your project.

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    222 Tech builds custom websites for Hong Kong businesses. We believe in honest pricing and sustainable solutions.