Salesforce gives you two built-in ways to move data in and out of your org: Data Loader and the Data Import Wizard. They look similar from a distance but suit different jobs. Here is the practical difference, and when neither is quite what a sales rep needs.
The short answer
- Use the Data Import Wizard for simple, in-browser imports of up to 50,000 records when you do not want to install anything.
- Use Data Loader when you need to export, delete, or handle large volumes, and you are comfortable with CSV files and a desktop app.
Side by side
| Data Import Wizard | Data Loader | |
|---|---|---|
| Where it runs | In the browser (Setup) | Desktop app (Windows, macOS) + Java |
| Record limit | 50,000 | Millions (Bulk API) |
| Import (insert/update/upsert) | Yes | Yes |
| Export | No | Yes |
| Delete | No | Yes (including hard delete) |
| Objects | Leads, Contacts, Accounts, Campaign members, custom objects | Standard and custom objects |
| Automation / CLI | No | Yes (command line) |
| Duplicate matching on import | Yes (built-in) | No (handled via external IDs/upsert) |
| Preview of exactly what will change | No | No |
When to use the Data Import Wizard
It is the quicker choice when:
- You are importing, not exporting or deleting.
- Your file is under 50,000 records.
- You want built-in duplicate matching and no install.
Its limits are real, though: no export, no delete, and the 50,000 ceiling. Hit any of those and you are back to Data Loader.
When to use Data Loader
It is the right tool when you need to:
- Export data, or delete records in bulk.
- Work with hundreds of thousands or millions of records.
- Schedule or automate a recurring job from the command line.
The trade-off is setup (a desktop app plus a Java runtime) and the CSV round-trip, with field mapping on each import. There is more on this in the complete Data Loader guide.
When a spreadsheet beats both
Both tools share one gap: neither shows you a field-by-field preview of what will change before it writes. You run the job, then read a results file. For a careful, human-scale edit, that is the opposite of reassuring.
A spreadsheet tool like Upcells closes that gap. You export to Excel, edit, and then see a diff (old value, new value, picklist warnings) before you click Apply. Picklist fields export as real Excel dropdowns, so invalid values never go back in, and there is no column-mapping step. For reps and ops doing everyday updates, that is usually faster and safer than either built-in tool. See how export and sync work or the pricing page.
Frequently asked questions
Can the Data Import Wizard export data? No. It is import-only. For exports, use Data Loader or a spreadsheet tool.
Can the Data Import Wizard delete records? No. Deleting in bulk needs Data Loader (or a tool built for it).
What is the Data Import Wizard record limit? 50,000 records per import.
Which is better for a sales rep? Often neither. Both are admin tools without a change preview. A spreadsheet tool like Upcells is built for the rep use case: edit in Excel, preview the diff, then sync.