WooCommerce store owners who need to import or export products, orders, customers, reviews, coupons, or subscriptions across platforms ultimately face the same choice: Which WooCommerce import/export plugin is best, WP All Import or the WebToffee Import Export Suite?
Both are leading WooCommerce import/export tools that support CSV, XML, and Excel files, offer scheduled automation for recurring jobs, and include many other valuable features.
This comparison covers both plugins side by side, from everyday tasks like routine product updates to file formats, custom fields, scheduling, and pricing differences that matter most for larger stores.
📑 Table of Contents
WP All Import vs WebToffee Import Export Suite: Quick Comparison
| Feature | WP All Import | WebToffee Import Export Suite |
|---|---|---|
| Interface | Automatic Setup with visual drag-and-drop control for advanced customization | Guided wizard |
| File formats | CSV, XML, Excel, Google Sheets. Works on any file structure with no predefined schema required | CSV, XML, TSV, Excel |
| Data types in one plugin | All major WooCommerce data types (products, orders, customers, coupons, subscriptions, reviews) + any WordPress content (users, custom post types, listings) | WooCommerce data only |
| Value customization | Inline PHP, any field, import and export | Basic built-in rules; PHP limited to exports |
| Scheduling | Free cron or $19/mo off-server automated service | FTP/SFTP profiles, server cron |
| Store migration | Migrate a full store in a few clicks; WordPress-wide, not just WooCommerce | Requires manual column mapping on each destination import. Covers WooCommerce data. Preserves password hashes. |
| Third-party compatibility | ACF, Meta Box, JetEngine, Gravity Forms | Multi-vendor, multilingual, WooCommerce Subscriptions |
| Pre-purchase testing | Free on-demand sandbox site | Not offered |
| Entry pricing | $169/yr, unlimited sites | $129/yr, 1 site |
| Money-back guarantee | 90 days | 30 days |
What Are WP All Import and WebToffee Import Export Suite?
A good WooCommerce import and export plugin eliminates the manual work that would otherwise be required to move WooCommerce data such as products, customers, orders, subscriptions, and so on, from one site to another. WP All Import and the WebToffee Import Export Suite are the two most established plugins in this category, each with a different approach to file formats, custom fields, and scheduling. Before getting into feature-by-feature comparisons, here's what each plugin is and who it's built for.
WP All Import
WP All Import is a user-friendly WordPress import and export plugin that moves data for any WordPress content type, including WooCommerce products, orders, customers, subscriptions, reviews, and coupons, among several others. It includes an Automatic Setup that analyzes a file and maps it in seconds, and full drag-and-drop control is available any time a custom or advanced mapping need comes up.
WP All Import's license covers unlimited site installs, drag-and-drop field mapping, and support for CSV, XML, Excel, and Google Sheets files.
Key Features
- Automatic Setup maps fields automatically, even when column headers don't match WooCommerce's standard names, with a confidence score for every import
- Full drag-and-drop control for custom or advanced field mapping, available any time
- Supports any file structure. A routine product CSV maps in seconds with any column headers, no predefined schema needed
- CSV, XML, Excel, and Google Sheets support across both import and export
- Inline PHP functions for on-the-fly value manipulation. Enables manipulating anything from a single-field formula to full custom logic, using the same interface for both
- Works across WooCommerce and any WordPress content type. Importing and exporting everything, including products, orders, customers, coupons, subscriptions, and reviews, alongside custom post types like real estate or job listings, is supported
- Offers dedicated add-ons for ACF, Meta Box, JetEngine, and Gravity Forms
- Includes advanced filtering functionality to narrow down imports and exports
- XPath support for nested or irregular XML feeds
- Free WordPress cron scheduling, or a paid off-server import and export automation service
WP All Import handles a store's first product import and its most complex multi-site migration with the same plugin. Automatic Setup gets a standard file mapped and running in seconds, and drag-and-drop control is there the moment a custom or advanced need comes up.
WebToffee Import Export Suite
The WebToffee Import Export Suite is a plugin for moving most types of WooCommerce data, but not WordPress data. It imports and exports products, orders, customers, and other WooCommerce-related information through a guided interface. It includes FTP and SFTP scheduling, filtering options, and no-code rules for basic bulk edits.
Key features
- Imports and exports the standard WooCommerce data types in one plugin
- Supports common file formats like CSV, XML, TSV, and Excel
- Offers a few different setup modes
- Includes basic export filtering
- Custom field support is limited to the premium tier
- Includes a scheduling feature that runs through FTP or SFTP
- Offers multilingual support limited to simple products
- Can generate product descriptions using an external AI tool
WebToffee Import Export Suite is one option for stores running recurring WooCommerce data jobs. It has guided setup and requires no custom code for basic bulk rules.
WP All Import vs WebToffee Import Export Suite: Feature-by-Feature Comparison
Choosing between WP All Import and the WebToffee Import Export Suite comes down to which one fits a store's actual WooCommerce import and export needs rather than which has the longer feature list. The comparison section below covers file formats, data types, scheduling, custom fields, and pricing among other categories, moving from basic differences to more advanced ones so it stays useful whether the need is a simple product update or a full store migration.
Ease of Use: Importing and Exporting WooCommerce Data
A first WooCommerce product import is often the moment that decides whether a plugin earns a permanent spot in a store's workflow. WP All Import and WebToffee Import Export Suite were both built to quickly execute the first import of a standard WooCommerce file, but they do so differently.
WP All Import: Automatic Setup analyzes a file on upload and correctly identifies non-standard fields and product structures like variable products, mapping everything with a confidence score before running. Full drag-and-drop control remains available any time a custom or advanced mapping need comes up, letting you drag each field from the source file onto its target with no requirement that column headers match a predefined structure.
WebToffee Import Export Suite: Uses a step-based setup process for imports. It maps columns automatically when file headers match WooCommerce's standard names; otherwise, it maps them manually.
Verdict: WP All Import covers both ends of this comparison from a single plugin: Automatic Setup gets a standard file mapped and running in seconds, and full drag-and-drop control remains available for custom mapping or files that don't follow a standard structure. WebToffee's dropdown-based mapping requires manual work once a header doesn't auto-match.
WooCommerce Import Export File Format Support
File format support is one of the first practical filters to consider when choosing an import export plugin. This is because a store's existing data often does not arrive in a single, tidy format. Therefore, it is important that an import-export plugin supports the most commonly used file formats.
WP All Import: Supports CSV, XML, Excel, and Google Sheets, with Automatic Setup also accepting JSON files directly. Automatic Setup detects the file type on upload or via URL and maps it without manual configuration, and the Google Sheets option pulls data directly from a live spreadsheet URL, useful for teams managing product data collaboratively before importing it. XPath-based XML parsing handles nested or non-standard structures.
WebToffee Import Export Suite: Supports CSV, XML, TSV, and Excel.
Verdict: WP All Import supports one additional format, JSON, along with the existing Google Sheets option. WebToffee also supports the TSV format in addition to the standard ones. For CSV, XML, and Excel, the formats most WooCommerce data actually arrives in, both plugins remain equally equipped.
WooCommerce Data Types: Products, Orders, Customers, and More
Moving a store’s WooCommerce data goes beyond simply moving product data. Orders, customers, coupons, subscriptions, and reviews all need to move too, and not every plugin covers all of them.
WP All Import: Handles WooCommerce products (including variable, grouped, and subscription product types), orders, customers, coupons, categories, subscriptions, reviews, and product attributes, all through its own integrated WooCommerce support, and extends to any WordPress content type beyond WooCommerce such as users, custom post types, and third-party plugin fields from ACF, Meta Box, and JetEngine. Import and export run as separate underlying products, but the Import + Export Pro Package bundles both together with the WooCommerce Add-On included, in one purchase.
WebToffee Import Export Suite: Covers products, orders, coupons, subscriptions, customers, reviews, and categories in a single plugin.
Verdict: WP All Import's reach extends well past what WebToffee Import Export Suite can touch. Non-WooCommerce WordPress content, like custom post types and third-party plugin fields, isn't something a WooCommerce-only plugin is built to handle. Within WooCommerce data types specifically, coverage overlaps closely between the two, and WP All Import's Import + Export Pro Package plus separate import-only or export-only tiers give stores more flexibility in what they pay for than WebToffee's single bundled option.
Scheduling Automated WooCommerce Imports and Exports
When running a store that regularly receives supplier feeds or needs regular inventory syncs, a one-time import is not sufficient. An import export plugin that can run the same job automatically on a schedule, without manual intervention, becomes essential.
WP All Import: An Automatic Scheduling service runs imports and exports on a schedule with no server-side setup at all. You can set days, times, and time zones directly in the plugin's Scheduling Options for $19 per month, which covers unlimited sites and unlimited imports and exports. A free manual cron option also remains available for stores that prefer to configure scheduling through the server themselves.
WebToffee Import Export Suite: Recurring jobs run through FTP or SFTP profiles set up inside the plugin. It also includes support for multiple profiles and email notifications. This is included in the Suite's base price.
Verdict: WP All Import's Automatic Scheduling service delivers hands-off, no-setup automation for $19 a month, on top of a free cron option for stores that don't need it. WebToffee Import Export Suite's scheduling is included in the purchase price.
Third-Party Plugin Compatibility for WooCommerce Import Export
Most WooCommerce stores run on multiple third-party plugins and extensions that store additional product data beyond WooCommerce’s defaults. Think custom fields, multilingual setups, and specialized extensions like Bookings or Subscriptions. How well an import export plugin handles that surrounding ecosystem matters just as much as how it handles WooCommerce itself.
WP All Import: Connects to ACF, Meta Box, and JetEngine at the individual field level rather than a general compatibility checkmark, plus Gravity Forms, WPML, Yoast SEO, and Zapier for automated export delivery to other services.
WebToffee Import Export Suite: Compatible with a range of WooCommerce extensions, though compatibility varies by plugin and is worth checking directly for anything specific. WPML works only with simple products.
Verdict: WP All Import's field-level integration handles the technical depth of ACF, Meta Box, and JetEngine data correctly, where a general compatibility checkmark alone wouldn't. WebToffee covers more named extensions overall. Multilingual stores selling variable products should note WebToffee's WPML limitation.
Custom Fields and Taxonomies in WooCommerce Import Export
Store-specific product data, like sizing details, care instructions, and custom attributes, usually lives in custom fields rather than the standard WooCommerce ones. A good import/export plugin needs to be able to map this kind of data without breaking anything.
WP All Import: Reads and maps individual field types from ACF, Meta Box, and JetEngine, including repeater and relational fields that most import tools flatten into plain text, and fully supports custom taxonomies beyond WooCommerce's own categories and tags.
WebToffee Import Export Suite: Custom and hidden fields are supported in the premium tier. Taxonomy support is limited to WooCommerce's own categories and tags.
Verdict: WP All Import's field-type granularity keeps structured custom data intact instead of flattening it, a real advantage for any store using repeater fields or taxonomies outside WooCommerce's defaults, and this capability comes standard rather than behind a separate premium tier.
Customizing WooCommerce Data During Import and Export
Sometimes raw data needs to be adjusted to match a store’s needs. For example, prices may need to be updated in bulk, statuses may require conditional logic, and values may need reformatting before they reach WooCommerce. How easily a plugin handles that customization shapes the entire import or export workflow.
WP All Import: Handles any data transformation a store needs, from a single-field formula to full custom logic, by running custom PHP inline on any field for both import and export, with conditional logic and loops available directly in the same interface used for basic field mapping.
WebToffee Import Export Suite: Includes built-in evaluation rules for common math-based bulk changes. A PHP code editor is also available for the Advanced Export flow.
Verdict: WP All Import wins on range: custom logic beyond fixed rules, available on both import and export. WebToffee's built-in evaluation rules remain the more convenient choice for simple, common bulk math changes without writing any code.
Bulk Editing and Updating WooCommerce Data
WP All Import: Keeps a catalog in sync with a shrinking or changing supplier feed automatically, updating only the fields that changed on matched records, and can delete records that no longer appear in the source file entirely.
WebToffee Import Export Suite: Selective data updates are supported. For customer and user records specifically, an empty source value won't clear existing data.
Verdict: WP All Import's delete-missing-records option gives it an edge for full catalog syncs. WebToffee's behavior means intentional field-clearing isn't currently possible for customer imports, since empty source values don't overwrite existing data.
Migrating Data Between WooCommerce Stores
When moving a store to a new site, you often need to go beyond moving only WooCommerce data. Other data types, such as blog posts, custom post types, and site-wide user accounts, usually come along too.
WP All Import: Migrates a full store in a few clicks; each data type exports as a Bundle that auto-configures the destination import, with no manual field mapping required. Migration reaches beyond WooCommerce entirely: the same Bundle mechanism moves blog posts, custom post types, and users alongside products, customers, and orders. Custom fields, taxonomies, and term meta from any theme or plugin migrate along with them.
WebToffee Import Export Suite: Covers WooCommerce data specifically from a single plugin. Customer password hashes are preserved during migration. Each destination import still requires selecting a post type, choosing an import method, and manually mapping columns.
Verdict: For a store migrating everything, not just WooCommerce data, WP All Import's reach across the entire WordPress site is the clearer fit, and its auto-configured Bundle skips the manual mapping step WebToffee's migration process still requires. WebToffee's Suite handles WooCommerce-specific migration within that scope.
Performance With Large WooCommerce Import and Export Jobs
WP All Import: Keeps large jobs running reliably within server limits by processing files in configurable iterations, with a dedicated StreamReader parsing mode for large or complex XML files and a Cron Sleep setting to pace iterations and avoid server overload.
WebToffee Import Export Suite: Batch count is adjustable (50-record default for imports, 200 for exports), alongside a Maximum execution time setting to reduce timeout risk.
Verdict: Both plugins give real, named controls for large jobs. WP All Import's added StreamReader mode gives it an edge specifically for large or irregular XML files, where standard batch tuning alone isn't always enough.
WP All Import vs WebToffee Pricing
WP All Import: $169/yr for the WooCommerce Import Package, $299/yr for full Import + Export Pro coverage, or $1,299 once for a Lifetime License, all with unlimited site installs and a 90-day guarantee.
WebToffee Import Export Suite: Starts at $129/yr for one site, scaling to $209/yr for 5 and $299/yr for 25, with a 30-day guarantee.
Verdict: WebToffee's pricing scales with site count, from $129 to $299 per year. WP All Import charges the same rate, $169 to $299 per year, or a one-time $1,299 fee, regardless of site count, which is the better option for agencies or larger site portfolios.
WP All Import vs WebToffee Support and Documentation
WP All Import: Premium support replies within 24 hours or less, backed by documentation that covers developer-level configuration, including hooks, filters, and custom PHP references for building repeatable workflows. Support for the free version has no guaranteed timeline.
WebToffee Import Export Suite: Responds within 1-2 business days, per their stated policy. Some documentation and self-service resources are available.
Verdict: WP All Import's premium response window is faster for time-sensitive issues. WP All Import's documentation also covers developer-level configuration in more depth.
Which Plugin Should You Choose: WP All Import or WebToffee?
Both WP All Import and WebToffee Import Export Suite handle WooCommerce import and export tasks. The right fit comes down to what a specific store actually needs to move and how it plans to grow.
Choose WP All Import if:
- Fast, guided setup matters, but full manual control should still be available for custom or advanced mapping
- You run an agency or own a multi-site portfolio and need unlimited installs without per-site pricing
- ACF, Meta Box, or JetEngine repeater and relational fields need to import correctly
- Content beyond WooCommerce, such as blog posts, custom post types, and users, needs to move too
- Multilingual variable products are part of the catalog and need WPML support
- Custom PHP logic is needed on import, not just export
- Premium support response time matters most (24 hours or less)
Choose WebToffee Import Export Suite if:
- A single store's annual cost is the deciding factor
- TSV file support is required
- Bulk price or stock adjustments are needed occasionally
- AI-generated product descriptions during import would help
Final Thoughts: WP All Import vs WebToffee Import Export Suite
WP All Import is the strongest import/export plugin for WooCommerce stores that need both quick, everyday updates and deep, custom-field-heavy migrations, because Automatic Setup gets a standard file mapped and running in seconds, and full drag-and-drop control is available the moment a custom or advanced need comes up.
That same flexibility extends past WooCommerce entirely, since custom post types, blog content, and users all move through the same interface, something WebToffee's WooCommerce-only Suite isn't built to handle.
For multi-site stores and agencies, the pricing structure matters just as much as the feature set: every WP All Import tier includes unlimited site installs, while WebToffee's cost climbs with each additional site. Multilingual stores selling variable products get a real advantage too, since WP All Import supports WPML across variable products, a case WebToffee's Suite doesn't cover.
For a single store watching first-year costs, though, WebToffee Import Export Suite costs less. It also includes built-in rules for common bulk price and stock changes.
Frequently Asked Questions: WooCommerce Import and Export
WP All Import offers two ways to do this. The Automatic Setup feature analyzes the file and maps it automatically in seconds; upload the file, select WooCommerce Products, and review or run the import. For full manual control instead:
Go to All Import › New Import.
Upload the import file.
Select WooCommerce Products as the import type.
Map the incoming data elements to the product fields.
Run the import and verify the imported data.
You can export WooCommerce products to CSV with WP All Import. Start a new export under All Export › New Export and choose WooCommerce Products as the export type. From there, WP All Export's drag-and-drop screen lets you select specific columns or export all fields by default. Click Confirm & Run Export, then download the results as CSV, Excel, or XML.
WP All Import's Automatic Setup feature correctly identifies variable product structures and maps parent and child SKUs automatically. For manual control, or to see exactly how the mapping works:
Go to All Import › New Import and upload your file.
Select WooCommerce Products as the import type.
Expand the Variations tab in the WooCommerce Add-On section.
Map each variation to its parent product using a shared identifier, such as SKU or product ID.
Run the import and verify the parent product and its variations imported correctly.
You can import WooCommerce products with images using WP All Import:
Go to All Import › New Import and upload your file.
Select WooCommerce Products as the import type.
Map your product fields, including Images, using the drag-and-drop screen.
Choose your image source: URL, local file, or existing WordPress media.
Run the import and verify the images attached correctly.
