Disclosure: we build FeedPup, so read this as a vendor's comparison. We have tried to be fair: WP All Import is the better tool for many jobs, and we say which ones.
Short answer
If you import many kinds of WordPress content, need Excel or Google Sheets, custom fields or full control over every import template, WP All Import is hard to beat, and its lifetime licence can be cheaper over several years. If your job is narrower, a supplier's XML or CSV product feed that must keep WooCommerce prices and stock up to date, a dedicated supplier-feed tool can save setup time. FeedPup is one such tool; Dropshipping XML for WooCommerce (WP Desk) and Import WP are others worth checking.
What WP All Import does well
- Almost any content: posts, pages, custom post types, users, taxonomies and WooCommerce products from XML, CSV, Excel and Google Sheets.
- Full control: a drag-and-drop template editor, XPath filters, PHP functions in fields, and add-ons for ACF and other plugins.
- Runs on your own server with no per-product limits from the plugin.
- A large user base: 100,000+ active installs and close to 2,000 ratings on WordPress.org, so most problems already have an answer somewhere.
Where store owners get stuck with supplier feeds
Recent 1–3 star reviews of general importers on WordPress.org repeat a few themes. They are worth knowing before you choose any tool, including ours:
- The free version stops short of the feed job. In WP All Import, importing from a URL and cron/recurring imports are Pro features; the WooCommerce add-on's Pro edition adds in-depth variable product support, external and grouped products, URL imports and scheduled imports that update stock status.
- Building and maintaining templates. Each supplier uses its own field names and nesting, so every feed needs its own mapping, and a supplier change can break it.
- Duplicates and slow scheduled updates on large catalogs, because the work runs through your own server and cron.
- Add-on pricing. Several reviewers dislike paying for separate add-ons.
Price check (as listed on 25 October 2026)
From wpallimport.com/pricing: the WooCommerce Import Package is $169/year, the Professional package (which includes WooCommerce and ACF) $299/year, and the Unlimited Lifetime package a one-time payment. Licences cover unlimited sites. Prices change, so check the page before you buy.
FeedPup is a monthly or yearly subscription per store, priced by catalog size: Starter €9.99/month (1 feed, 750 products, daily sync), Growth €19.99/month (3 feeds, 5,000 products, sync every 6 hours, category mapping, pricing and stock rules) and Pro €39.99/month (10 feeds, 20,000 products, sync every 2 hours). The free Basic plan includes feed analysis, mapping, preview and a draft test import with no time limit. If you run many stores or very large catalogs, a WP All Import licence will usually cost less.
Side-by-side for the supplier feed job
| WP All Import + WooCommerce add-on | FeedPup | |
|---|---|---|
| Scope | Any WordPress content | WooCommerce products from supplier feeds only |
| Formats | XML, CSV, Excel, Google Sheets | XML, CSV/TSV URL, CSV upload up to 5 MB |
| Mapping | Drag-and-drop template you build | AI-suggested matches with product examples that you confirm |
| Before writing | Preview of the template | Product preview and a draft test import |
| Recurring updates | Pro: cron/recurring imports from a URL | Paid plans: every 24, 6 or 2 hours on FeedPup's hosted service |
| Where it runs | Your server | Hosted service; your store receives only the product changes |
| Existing products | Configurable: update, skip or delete | Never overwritten or deleted; a duplicate SKU gets a suffix |
| Price | Yearly or lifetime licence, unlimited sites | Monthly or yearly per store, by product count |
When to choose which
- Choose WP All Import if you import non-product content, need Excel/Google Sheets, custom fields or PHP logic, want to update or delete existing products matched from a feed, or manage many sites under one licence.
- Consider a supplier-feed tool if you have one to ten supplier feeds, no time to build templates, and mainly need prices and stock kept current without loading your server.
- Not sure? Test both on the same feed. WP All Import's free version shows how its template editor handles your file, and FeedPup's free plan shows how its suggested mapping and draft test import handle the same feed.
Trying FeedPup on your feed
Install FeedPup from WordPress.org, open WooCommerce → FeedPup, consent and connect. There is no separate account to create. Paste your supplier feed URL, check the suggested field matches, preview products and run the free draft test import. Nothing goes live until you choose. Plans and requirements are on FeedPup for WooCommerce, and the step-by-step import walkthrough is in how to import XML products into WooCommerce.