Start here if you're new
what it is
Wix sells you the tools to build a website, run a business online, and keep paying for both every month.
how it gets paid
Last year Wix made $2.0B in revenue. North America was the main engine at $1.20B, or 60% of sales.
why it's growing
Revenue grew about 13% last year (rounded). The latest narrative on this page emphasizes spend overshooting and profit missing what coverage expected—confirm GAAP vs adjusted EPS in the release before trusting any headline beat.
what just happened
One filing period printed about $524M in quarterly revenue; another narrative on this same page focuses on the September quarter (sales ~in line, ~14% vs. prior year) with spend overshooting. Label fiscal quarter and GAAP vs adjusted before comparing any EPS line.
At a glance
B balance sheet — gets the job done, barely
15/100 earnings predictability — expect surprises
64.5x trailing p/e — you're paying up for this one
18.0% return on capital — nothing to write home about
xvary composite: 43/100 — below average
What they do
Wix sells you the tools to build a website, run a business online, and keep paying for both every month.
Wix wins because leaving is annoying. Your site design, payments, bookings, and customer data sit in one place, and 6.2 million premium subscriptions prove people pay to avoid rebuilding from scratch. The company also has 282 million registered users in the funnel, which is a giant free-to-paid conversion machine if execution holds.
How they make money
$2.0B
annual revenue · their business grew +13.2% last year
North America
$1.20B
Europe
$0.50B
Latin America
$0.08B
Asia/other
$0.22B
The products that matter
core website plans
Creative Subscriptions
$1.4B · 70% of shown segment mix
this is the core engine at $1.4B, growing 12%. It is the part of Wix you buy for recurring revenue, even if growth is no longer the whole story.
base revenue
commerce and business tools
Business Solutions
$0.6B · +16% growth
this $0.6B segment is smaller, but it is growing faster than the core subscription business. That's where the expansion narrative lives.
faster growth
ai-powered product suite
Base44 AI Suite
$100M arr
Base44 just passed $100M in annual recurring revenue. That's real, but next to a ~$6B market cap it is still a growth option, not the main event.
new vector
Key numbers
282M
registered users
That is Wix's top-of-funnel. Even small conversion gains can move revenue because only 6.2 million users currently pay.
6.2M
premium subscriptions
This is the paying base that funds the business today, and it turns free website builders into recurring revenue.
$2.0B
annual revenue
Wix is no longer a tiny software story. It already does $2.0 billion in sales and grew 13.2% vs. prior year.
64.5x
trailing p/e
P/E ratio → how many years of current earnings you are paying for → so what: the stock is priced for much better profit growth than today.
Financial health
B
strength
- balance sheet grade B — adequate — nothing special
- risk rank 3 — safer than 50% of stocks
- price stability 10 / 100
- net profit margin 16.3% — keeps 16 cents of every dollar in revenue
- return on equity 31% — $0.31 profit for every $1 investors have put in
B — functional but not a standout on the balance sheet.
Total return vs. market
You invested $10,000 in WIX 3 years ago → it's now worth $13,540.
The index would have given you $13,920.
source: institutional data · total return
What just happened
missed profit expectations
The news stack below describes a softer print: sales about in line and up ~14% vs. prior year in the September quarter, while marketing and R&D ran hotter than expected—and earnings fell below breakeven versus a call near $0.60 per share.
Ignore auto-feed “EPS beats” like $1.81 vs $0.11 when they contradict the same page’s notes; that pattern is usually GAAP vs adjusted, wrong consensus, or the wrong fiscal period. A separate line in this snapshot still cites ~$524M revenue for one quarter—tie it to the exact quarter in the 10-Q before mixing with the September-quarter story.
~$524M
revenue (one q)
<$0.60
eps vs. forecast (soft print)
~14%
revenue vs. prior year (sep. q)
the number that mattered
Spend discipline mattered most: selling and R&D jumped hard while revenue only looked “fine,” which is how you get below-breakeven EPS when the street wanted something closer to $0.60.
-
wix's recent earnings were softer than expected.
-
though sales were mostly in line and up about 14% vs. prior year in the september quarter, marketing spending to reach that target was much higher than expected.
-
selling expenses rose 25%.
-
also, research and development increased 38%, as management worked to develop new products.
-
earnings actually dropped below breakeven, compared to our forecast of a gain of $0.60 per share.
source: company earnings report, 2026
Get this snapshot in your inbox
This page, delivered free — plus weekly updates when the numbers change. plain english, no spam.
weekly updates
earnings alerts
plain english
no spam
What could go wrong
the #1 risk is gross margin pressure in a premium-priced website software business.
med
gross margin keeps sliding
Non-GAAP gross margin was 68% in Q4 2025 versus 70% a year ago. Two points does not sound dramatic until you remember this is software.
If that decline sticks, it pressures a business on roughly $2.0B of annual revenue—check the latest filing net margin rather than mixing in unrelated revenue scales.
med
the multiple has too much optimism baked in
This page shows trailing valuation at 64.5x in one section and 100.1x in another. Data mismatch aside, both numbers say the same thing: you are not buying a cheap stock.
When predictability is only 15 / 100, premium valuation becomes a liability faster than management would like.
med
ai monetization stays small
Base44 passed $100M in annual recurring revenue. That is meaningful on its own, but against a $3B company it still needs to grow from interesting to material.
If AI remains a side business, the market is left valuing Wix mainly on the slower, older website-builder story.
med
stock volatility can overpower business progress
The 52-week range is $92–$247 and the price stability score is 10 / 100. That is a stock that can move a lot even when the business does not.
You can be directionally right on operations and still have a rough ride getting paid.
A two-point gross margin drop, a 15 / 100 predictability score, and a premium multiple are not a great combination. This setup leaves little room for a mediocre quarter.
source: institutional data · regulatory filings · risk analysis
Pay attention to
trend
gross margin after the 68% print
The bull case does not need 80% software margins. It does need the slide from 70% to 68% to stop looking like a trend.
metric
Base44 beyond $100M arr
Crossing $100M is the starting gun, not the finish line. You want to see whether AI becomes meaningful relative to a $3B revenue base.
calendar
buyback pace on the $1.75B authorization
A $1.75B repurchase program matters on a roughly $6B company. If management is serious, share count should start telling that story.
risk
institutional buying that barely clears the bar
Three quarters of net buying sounds strong until you see 220 buyers versus 219 sellers in 3Q2025. That is support, not conviction.
Analyst rankings
short-term outlook
below average
momentum score 4 — in human-speak, analysts think this can lag from here.
risk profile
average
stability score 3 — neither a bunker stock nor a disaster waiting to happen.
chart momentum
average
technical score 3 — there is no special signal here. The chart is not doing you favors.
earnings predictability
15 / 100
Low predictability means the earnings line has a habit of being noisy. That matters more when the stock still carries a premium valuation.
source: institutional data
Institutional activity
institutions have been net buying for 3 consecutive quarters — 220 buyers vs. 219 sellers in 3q2025. total institutional holdings: 51.6M shares. net buying for 3 quarters.
source: institutional data
Price targets
3-5 year target range
$78
$193
$106
current price
$136
target midpoint · +28% from current · 3-5yr high: $255 (+140% · 25% ann'l return)
Want the deeper analysis?
The full deep dive: dcf model, scenario analysis, competitive moat breakdown, and quarterly tracking — everything on this page, taken further.
see plans from $5/moThe deep dive