Two premium WooCommerce product import and export plugins dominate the paid market. WP All Import is the most established option, and WebToffee's Product Import Export Plugin for WooCommerce is a polished competitor. Both handle bulk imports and exports across multiple file formats. The question is which one delivers more for your catalog.
In this comparison, we'll walk you through where each plugin works well, where each one hits a wall, and what the differences actually mean for working WooCommerce stores.
📑 Table of Contents
Quick Comparison: WP All Import vs WebToffee
| WP All Import | WebToffee | |
|---|---|---|
| Price (entry) | $169 per year or $1,299 lifetime | $69 per year |
| File formats | CSV, XML, Excel, Google Sheets | CSV, XML, TSV, Excel, Google Sheets |
| Variable products | Four linking methods, single import | Supported, single import |
| Custom fields | ACF, Meta Box, JetEngine, WPML, Yoast, inline PHP | ACF, Yoast, custom meta via dropdown |
| Scheduling | Cron + paid service + email alerts | FTP/SFTP cron + email alerts |
| Update without duplicates | Yes (selective fields) | Yes (with evaluation rules) |
| Mapping interface | Drag-and-drop with PHP editor | Dropdown-based, three methods |
| WordPress.org / Trustpilot rating | 4.7/5 (1,960 reviews) | 4.6/5 (410 reviews) |
Both plugins are credible premium options. WebToffee delivers a polished interface with strong support, automated FTP/SFTP scheduling, and a lower entry price.
WP All Import delivers broader format support, more flexible variable product handling, a drag-and-drop interface with PHP transformations, and a lifetime license.
This is one of three head-to-head comparisons in our best WooCommerce product import and export plugins guide, alongside WP All Import vs the built-in WooCommerce tool and WP All Import vs the WooCommerce Product CSV Import Suite.
Variable Product Handling
| WP All Import | WebToffee | |
|---|---|---|
| Variable products | Full support | Full support |
| Linking methods | Parent SKU, parent ID, group ID, XML child elements | Parent SKU or parent ID |
| Workflow | Single import | Single import |
| "Used for variations" flag | Handled correctly via dedicated field | Documented to have occasional edge cases |
| Variation-level attributes | Explicitly mapped via Variations tab | Mapped via standard attributes field |
| XML-specific support | XPath expressions for variation nodes | Standard XML parsing |
WebToffee handles variable products in a single import. Parent rows and variation rows can both appear in the same CSV, with the parent SKU or parent ID used to link variants back to their parent. This is more efficient than the two-step workflow required by the WooCommerce Product CSV Import Suite, and it covers the most common variable product setups.
WP All Import handles variable products through four explicit linking methods: parent SKU, parent ID, group ID, and XML child elements. The plugin has dedicated Attributes and Variations tabs on the mapping screen that handle each relationship explicitly, including a "Used for variations" checkbox that is set directly rather than inferred. The four linking methods cover edge cases that the parent-SKU-or-ID-only approach does not handle well, such as XML files where variations are nested under a parent product or files where the same variation appears under multiple parent products.
Both WooCommerce product import and export plugins handle the standard variable product case. WP All Import's edge case coverage is what sets it apart for catalogs with non-standard structures or XML feeds.
File Format Support
| WP All Import | WebToffee | |
|---|---|---|
| CSV | Yes | Yes |
| XML | Yes (with XPath support) | Yes |
| Excel | Yes (XLS, XLSX) | Yes (XLS, XLSX) |
| Google Sheets | Yes (paste URL) | Yes |
| TSV (tab-separated) | No | Yes |
| File download from URL | Yes | Yes |
| FTP/SFTP import | Yes | Yes |
WebToffee supports five file formats: CSV, XML, TSV, Excel, and Google Sheets. The TSV support is a differentiator that matters for stores receiving tab-separated data from older systems or suppliers.
WP All Import supports four of the same five formats: CSV, XML, Excel, and Google Sheets. The XML support is meaningfully deeper than a parser. You can use XPath expressions to pull data from nested nodes, including XPath from the parent element for variation-level fields. This matters for stores receiving supplier feeds in XML, which is common in B2B and industrial catalogs.
If your file is TSV, WebToffee is the better choice. If your XML feeds need XPath-level handling, WP All Import is the better choice. For the other formats, the two plugins are equivalent.
Custom Field Support
| WP All Import | WebToffee | |
|---|---|---|
| Scalar custom meta | Yes | Yes (via meta: prefix) |
| Custom taxonomies | Yes | Yes (via tax: prefix) |
| ACF fields | Yes (dedicated add-on) | Yes (manual mapping) |
| Meta Box fields | Yes (dedicated add-on) | Limited (manual meta mapping) |
| JetEngine fields | Yes (dedicated add-on) | Limited (manual meta mapping) |
| WPML translations | Yes | Limited (simple products only) |
| Yoast SEO | Yes | Yes |
| Inline PHP transformations | Yes | No |
| Serialized/structured data | Yes (via PHP editor) | Limited (evaluation rules for math) |
| Officially supported extensions | ACF, Meta Box, JetEngine, Gravity Forms, Users | ACF, Yoast, Cost of Goods, Product Feed Manager |
Custom field support is where the two plugins diverge most clearly.
WebToffee handles custom meta through the meta: and tax: column prefixes, plus dedicated support for ACF, Yoast SEO, Cost of Goods, and the WebToffee Product Feed and Sync Manager. The plugin's built-in evaluation rules can apply mathematical transformations during import, which is useful for stores that need to adjust prices, stock, or other numeric values without editing the source CSV. This is a useful feature that WP All Import does not have as a standalone tool.
WP All Import ships dedicated add-ons for ACF, Meta Box, JetEngine, Gravity Forms, and Users, plus an inline PHP function editor that lets you write custom logic for fields without a dedicated add-on. The PHP editor is the feature that separates WP All Import from every other import plugin in this category. Any field can be passed through a PHP function during import, which is how developers handle wholesale pricing tiers, role-based price tables, and other structured data that no CSV column can express directly. Fields from other WooCommerce extensions show up in the Custom Fields column on the mapping screen and can be mapped without writing PHP.
For most stores, the PHP editor is overkill. For stores with custom pricing rules, structured tax data, or any custom field that does not match a standard schema, it is the only practical option.
Bulk Update Features
| WP All Import | WebToffee | |
|---|---|---|
| Match existing products | By SKU or ID | By SKU or ID |
| Update without creating duplicates | Yes (selective fields) | Yes (with evaluation rules) |
| Choose which fields to update | Yes | No (full overwrite per row) |
| Mathematical transformations during import | Yes (via PHP functions) | Yes (via evaluation rules) |
| Delete missing records on import | Yes | No |
| Preview before running | Yes | Yes |
| Conditional filters | Yes (per import) | Yes (per export) |
Both plugins handle bulk updates by SKU or ID without creating duplicates. The approaches differ in how granular the update control is.
WP All Import's bulk update model is selective. You can choose exactly which fields to overwrite on existing products. A price-only refresh does not touch descriptions, images, or stock if your file does not include them. The import preview shows exactly which rows will be created, updated, or skipped before any changes hit the database, and you can configure the import to delete records that are missing from the source file.
WebToffee's bulk update model is row-based. Each row in the CSV updates all fields for the matching product. The plugin's built-in evaluation rules can apply mathematical transformations during import, including adjusting prices, stock, or other numeric values. This is a unique feature that WP All Import does not have as a standalone tool, since the equivalent would require writing PHP in the WP All Import editor.
WebToffee also supports conditional filters per export, which is useful for generating segmented export files. WP All Import supports the same filtering on both import and export sides.
WebToffee has the edge for stores that need built-in math transformations during import. WP All Import has the edge for stores that need selective field updates and the ability to delete missing records on import.
Scheduling and Automation
| WP All Import | WebToffee | |
|---|---|---|
| Scheduled imports | Yes (WordPress cron, server cron, paid service) | Yes (server cron) |
| Scheduled exports | Yes (with WP All Export) | Yes |
| FTP/SFTP scheduler | Yes (manual FTP profiles) | Yes (multiple FTP profiles) |
| Email alerts after scheduled runs | Yes | Yes (built-in) |
| Import from URL | Yes | Yes |
| Off-server scheduling | Yes (paid service, $19/month) | No |
Scheduling is an area where both plugins are competitive, but they take different approaches.
WebToffee's scheduling is built around FTP and SFTP profiles. You configure one or more FTP profiles, then schedule imports or exports to run against them. Email alerts are built in and notify you when each scheduled run completes. The setup is intuitive and covers the most common supplier feed workflow.
WP All Import's scheduling is built around three mechanisms. WordPress cron and server cron are free and run on the site's own infrastructure. The paid scheduling service ($19 per month) runs unlimited imports across unlimited sites from WP All Import's own infrastructure, which is useful for stores that do not want to leave a cron job running on their own server. Email alerts are available on both scheduling options.
For a single store running scheduled FTP imports from a supplier, both plugins handle the case well. For agencies managing multiple stores, WP All Import's paid scheduling service becomes more cost-effective because it runs across unlimited sites. For stores that need off-server scheduling without a monthly fee, WebToffee's server cron approach is the more straightforward path.
Mapping Interface
| WP All Import | WebToffee | |
|---|---|---|
| Mapping style | Drag-and-drop | Dropdown-based |
| Visual preview of source data | Yes | Yes |
| Panels for each data category | Yes (Title & Description, WooCommerce, Images, etc.) | Yes (per data category) |
| Inline PHP functions | Yes (right-click any field) | No |
| Import methods | Single workflow with options | Quick, Template, Advanced |
| Saved templates | Yes (per user, reusable) | Yes (per user, reusable) |
| Mathematical evaluation rules | No (via PHP) | Yes (built-in) |
The mapping interface is the area where the two plugins feel most different in daily use.
WP All Import's drag-and-drop interface is the most intuitive visual mapping screen in this category. Source columns, elements, or XPath nodes appear on the right side of the screen. Target WooCommerce fields appear on the left, organized into panels by data category (Title & Description, WooCommerce Add-On, Images, Custom Fields, and so on). You drag an element from the right to a field on the left to map it. A live preview shows exactly how each field will be transformed, including any PHP function you have applied.
WebToffee's interface is dropdown-based, similar to the built-in WooCommerce importer. The plugin offers three methods: Quick (skips most configuration for known file formats), Template (reuses a saved configuration), and Advanced (walks through every option). The Advanced method exposes more than a dozen export filter criteria, which gives you tight control over which products end up in the export file. The built-in evaluation rules handle mathematical transformations during import, which is a unique feature that WP All Import does not have as a dedicated tool.
For a single CSV with default WooCommerce columns, both mapping screens are fast enough. The drag-and-drop interface and PHP editor pull ahead for files with custom structures or transformation needs. The evaluation rules and filter options pull ahead for stores that need mathematical transformations during import or sophisticated export filtering.
Third-Party Plugin Compatibility
| WP All Import | WebToffee | |
|---|---|---|
| WooCommerce Subscriptions | Yes | Yes |
| WooCommerce Composite Products | Yes | Yes (premium) |
| WooCommerce Bookings | Yes (via PHP) | Yes (premium) |
| WooCommerce Brands | Yes | Yes |
| Product Vendors | Yes | Limited |
| WooCommerce Product Feed Manager | Yes | Yes (own product) |
| ACF | Yes (dedicated add-on) | Yes |
| Meta Box | Yes (dedicated add-on) | Limited |
| JetEngine | Yes (dedicated add-on) | Limited |
| WPML | Yes | Limited (simple products only) |
| Yoast SEO | Yes | Yes |
| Gravity Forms | Yes (dedicated add-on) | No |
| WooCommerce Cost of Goods | Yes | Yes |
Third-party plugin compatibility is another area where the two plugins take different approaches.
WebToffee's compatibility list is solid for WooCommerce-specific extensions. The plugin handles Subscriptions, Composite Products, Bookings, Brands, Product Feed Manager, and Cost of Goods reliably. WPML compatibility is documented to work for simple products only, which is a real limitation for multilingual stores running variable products.
WP All Import's compatibility list is broader. The plugin ships dedicated add-ons for ACF, Meta Box, JetEngine, Gravity Forms, and Users, plus the PHP editor that handles any other plugin's custom fields through custom code. WPML is supported across all product types, including variable products with translations.
For a store running standard WooCommerce extensions, both plugins cover the common cases. For a store running ACF, Meta Box, JetEngine, or WPML with variable products, WP All Import is the more capable option.
Pricing
| WP All Import | WebToffee | |
|---|---|---|
| Entry price | $169 per year (WooCommerce Import Package) | $69 per year (1 site) |
| Long-term option | $1,299 Ultimate Lifetime Package | No lifetime option |
| Site licenses | Unlimited | 1, 5, or 25 sites |
| Renewal fees | None on lifetime, optional annual after first year | Auto-renews annually |
| Money-back guarantee | 90 days | 30 days |
The pricing comparison is the most clear-cut category, and the gap runs in two directions.
WebToffee's entry price is meaningfully lower. $69 per year for a single site, $129 per year for five sites, and $249 per year for 25 sites. For a single store doing occasional imports, WebToffee is the less expensive option. The 30-day money-back guarantee is standard.
WP All Import's annual pricing is higher at the entry level. $169 per year for the WooCommerce Import Package, or $299 per year for the Import + Export Pro Package. The license covers unlimited sites, which makes WP All Import dramatically cheaper for agencies and developers managing multiple stores. The Ultimate Lifetime Package at $1,299 covers all current and future add-ons with no renewal fees, which becomes cheaper than any annual license within two to three years.
For a single store that will use the plugin for one or two years, WebToffee is cheaper. For a single store that will use the plugin for three or more years, WP All Import's lifetime license is cheaper. For any agency or developer managing multiple stores, WP All Import is dramatically cheaper from day one.
The 90-day money-back guarantee on WP All Import is longer than the 30-day guarantee on WebToffee, which reduces the risk of testing on real catalog data before committing.
When to Use Each: WP All Import vs WebToffee's Product Import Export Plugin for WooCommerce
The decision comes down to three factors: which extension list matters for your store, whether you need advanced features like PHP transformations or evaluation rules, and how long you plan to keep the plugin.
Use WebToffee's Product Import Export Plugin when:
- You need a lower entry price for a single store
- Your catalog depends on the WooCommerce extensions WebToffee officially supports (Subscriptions, Composite Products, Bookings, Brands, Cost of Goods, Product Feed Manager)
- You need TSV file support
- You need built-in mathematical evaluation rules for transforming prices or stock during import
- You prefer an annual subscription that you can cancel rather than a lifetime license
- You need a polished interface with Quick, Template, and Advanced methods
- You do not use ACF, Meta Box, JetEngine, or WPML across variable products
Use WP All Import when:
- You need XML feeds with XPath support for complex nested structures
- You have variable product catalogs that need the four linking methods
- You use ACF, Meta Box, JetEngine, WPML, or Gravity Forms
- You need inline PHP transformations for custom data structures
- You need selective field updates and the ability to delete missing records on import
- You need a drag-and-drop interface with a live preview
- You are an agency or developer managing multiple stores
- You want a lifetime license that covers all current and future add-ons
- You want to pay once and avoid annual renewal fees
For a deeper look at each plugin on its own, see our WP All Import review and our WebToffee's Product Import Export Plugin for WooCommerce review. For a side-by-side with the other two plugins in this space, see our best WooCommerce product import plugin article.
Frequently Asked Questions: WP All Import vs WebToffee's Product Import Export Plugin for WooCommerce
How do I import products in WooCommerce without a plugin?
To import products in WooCommerce without a plugin, go to Products > All Products in your WordPress admin and click Import at the top of the page. Upload a UTF-8 encoded CSV file that matches the WooCommerce Product CSV Import Schema, map your columns to product fields on the next screen, and click Run the Importer.
How do I export products from WooCommerce?
To export products from WooCommerce, go to Products > All Products and click Export at the top of the page. Choose which columns, product types, and categories to include, decide whether to export custom meta, and click Generate CSV. The exported file follows the same schema the importer expects.
Does WooCommerce have a built-in CSV importer?
Yes. WooCommerce includes a built-in CSV importer and exporter that has been part of the plugin since version 3.1. It is accessed from Products > All Products in your WordPress admin and does not require any additional plugin or purchase.
