Why a supplier CSV fails in Wix as-is

The Wix Stores importer reads one layout: the CSV template Wix exports from your own store. Its help article asks you not to add or delete columns and not to rename them. A supplier file almost never matches that layout. It has its own headers, one row per product, extra wholesale columns and stock values such as “yes”, “in stock” or “5+”. So the job is to copy the supplier data into Wix's columns, not to upload the supplier file directly.

Wix also does not import XML. Its help center says plainly that importing a store from an XML file is not supported. If your supplier only sends XML, convert it to CSV first or use an app that reads feeds (see the last section).

Step 1: Export the template from your own store

Always start from a fresh export, because the column set can change as Wix updates its product pages.

  1. In your site dashboard, go to Store Products.
  2. Click More Actions, then Import.
  3. Click Export Products and open the file.
  4. If you work in Excel, save it as CSV (Comma delimited). On a Mac, Wix recommends Numbers or Excel 15 or newer.

If the store has no products yet, add one sample product with an image and an option first. The export then shows you exactly how product, variant and media rows look.

Step 2: Understand the three row types

The column that trips most people up is fieldType. Every row must be PRODUCT, VARIANT or MEDIA, in capitals. A product with two images and three sizes therefore takes six rows: one product row, two media rows and three variant rows. All of them share the same handle, which is how Wix knows they belong together.

  • PRODUCT rows carry the name (mandatory, up to 80 characters), description, categories, brand and the option definitions.
  • VARIANT rows leave the name blank and carry one option choice each, plus that variant's price, SKU and inventory.
  • MEDIA rows carry one image, GIF or video URL each. Their order sets the gallery order.

Step 3: Map the supplier columns

Work in a copy of the export. Paste the supplier data into a second sheet and move each field into the matching Wix column.

  1. handle: use the supplier's product code, or a slug of it. It must be identical on the product, its variants and its media rows.
  2. name: the retail title, trimmed to 80 characters.
  3. plainDescription: up to 16,000 characters. Strip supplier HTML if it shows up as raw tags.
  4. price: mandatory. Pick the selling price, not the trade or cost column. Wix keeps the number and applies your store currency, so a file priced at 50 EUR imports as 50 in a USD store. Convert first if the currencies differ.
  5. cost: optional; put the supplier's trade price here if you want profit reporting.
  6. sku: up to 40 characters. Variant SKUs should be unique.
  7. inventory: must be IN_STOCK, OUT_OF_STOCK or a whole number. A blank cell is imported as out of stock, so translate the supplier's “yes/no” or “5+” values before importing.
  8. categorySlugs: several categories separated by semicolons. Wix can create new ones but cannot nest them on import.
  9. media: one public image URL per MEDIA row. Images on a login-protected supplier portal will not load.

Step 4: Build variants from a flat supplier file

Suppliers usually send one row per size or colour with a shared parent code. To turn that into Wix variants:

  1. Create one PRODUCT row per parent code. Fill productOptionName[1] (for example “Size”), set productOptionType[1] to TEXT_CHOICES (or SWATCH_CHOICES for colours) and list every choice in productOptionChoices[1] separated by semicolons, such as S;M;L.
  2. Under it, add one VARIANT row per supplier row with the same handle, a single choice in productOptionChoices[1], and that row's price, SKU and inventory.
  3. Repeat with [2] columns for a second option such as colour.

If the supplier file has no stable parent code, import the items as separate simple products. Guessing groups from titles creates variants that are hard to update later.

Step 5: Import a small batch, then the rest

Test ten to twenty products before the full catalog. Set visible to FALSE on the test rows if you want to review them before customers see them.

  1. In Store Products, click More Actions → Import → Continue.
  2. Upload the file and click Import.
  3. Read the summary. Images can take up to an hour to finish uploading on large files.

Fixing the most common import errors

When rows fail, click Generate Error CSV to see the problem per row, fix the original file and use Import Another File. The causes we see most often:

  • Lower-case keywords. product, true or in_stock are rejected; these fields are case sensitive.
  • Renamed or extra columns. Keep Wix's header row exactly as exported and delete leftover supplier columns.
  • Name filled on variant or media rows. Leave it blank there.
  • Strikethrough price lower than price. It must be higher.
  • Partial package dimensions. If you fill one of length, width or height, fill all three, and use the store's measurement unit.
  • Broken characters. For Greek, Cyrillic or accented text, Wix suggests opening the file in Google Sheets and downloading it as CSV without re-opening it in Excel.

When a one-off CSV is not enough

An imported CSV is a snapshot. Wix can update existing products if you export them, edit the file and import it again, but nothing re-reads your supplier's file on a schedule. If the supplier changes prices or stock every day, or only offers an XML feed, you need either a repeatable spreadsheet routine or an app.

FeedPup XML/CSV Import & Sync is the app we build for that case. It reads your supplier's XML or CSV feed link directly, so you don't rebuild the Wix template by hand, and suggests field matches for titles, SKUs, prices, stock, images and options that you confirm. You can preview and test up to 100 products as hidden drafts on the free plan. Paid plans import the full catalog and re-check the feed daily, every 6 hours or every 2 hours, and unchanged supplier data causes no product writes. It only asks for access to products and inventory, and billing runs through Wix. It is listed on the Wix App Market; plan details are on FeedPup for Wix.

For the app-based walkthroughs, see importing a supplier CSV into Wix with FeedPup and importing a supplier XML feed into Wix.