Wix likes to think big. Really big. Superbowl ads, celebrity endorsements, superlatives, that kind of thing. And we also find there is substance behind those boasts. The company regularly tops our list of the best website builders for beginners.
But how big a company are they really? Is their popularity real, or boosted by marketing campaigns? This is what I’ll try to establish today by working out the Wix market share in the world of website builders.
Wix Market Share: In a Nutshell
Among all the websites using a content management system, Wix’s market share is 2.9% according to W3techs. This makes Wix the third most popular website building solution after WordPress and Shopify.
Wix is Indeed the Most Popular Hosted Website Builder
However, that rate increases as you reduce the pool of included websites. This seems to be a sign that Wix is moving upwards, competing more and more for the market of high-quality websites and ecommerce stores.
- Top 1m websites: 0.55% built with Wix
- Top 100k websites: 0.68% built with Wix
- Top 10k websites: 1.02% built with Wix
If you don’t count unknown CMS and only filter for hosted solutions, the figure rises to 8%. Still, I don’t know if you think it’s a lot or surprisingly little. The numbers certainly pale in comparison with WordPress, which powers 43% of all websites on the entire Internet (but is mainly a self-hosted solution).
The Company Reached 5.5M Premium Subscribers
In 2020 alone, Wix added 31 million users, taking its total number of paid subscribers to 5.5 million. But even more impressive is its total user base, which now sits at around 200 million users!
Look at the nice growth on these charts, which come directly from Wix’s public quarterly report in 2019:
The increase of roughly 1M premium users per year is pretty astonishing. And what’s even more interesting is the footnote: Users do not include mobile Wix App, Flok, DeviantArt, or Wix Answers. Subscriptions do not include Flok, DeviantArt, Wix Answers, or Wix Logo Maker. They also do not count users who have signed up to Wix, and have yet to build a website.
That means they a) count them as unregistered users, b) probably have millions more potential customers they can target for “vertical integration”.
But Its Market Share is Not Growing As Fast As Squarespace’s
So the takeaway here is that there could be very serious competition between Wix and Squarespace in the hosted website builder market – more about Squarespace Market Share.
It’s going to be interesting to keep a close watch on these two in the years to come. (And if you want to compare them in terms of product quality, pricing and features, here’s our breakdown of Wix Vs Squarespace.)
Wix Shares Are Worth 941% More Than at IPO
Wix went public as a company in late 2013. One share was worth $17.30 at the time. It went up by 17% in January 2020 alone, even before COVID started to accelerate tech stocks across the board. Fast-forward to December 2021, and it’s now up to $162.87.
Guess you wish you had invested in them at the time, right?
It Earned $989M in 2020
The company made $989M in revenue in 2020 and employs 3,000 people worldwide. In terms of gain, it’s still not as impressive as Shopify’s $2,9B for the same year.
We shouldn’t forget about Squarespace. As a public company, they now also publish their revenue numbers and recorded $621.1M for 2020.
…And Spent $74M of It On Marketing That Year
So they did show restraint, considering they have a $100M advertising budget a year. That explains the Superbowl ads, dreamed up yearly by their own in-house advertising team.
Worth noting that their 2017 ad, featuring Gal Gadot and Jason Statham, was considered the most socially engaging of all Superbowl campaigns that year. So they’re not only designed to woo TV viewers, but also to work across multiple channels.
Wix Is Still the Most Searched For
Proof that these big marketing bucks pay off in one area: interest. People sure search a lot for Wix online.
According to Ahrefs, it’s typed into Google more than twice as much as Shopify. (Although, like WordPress, Shopify is not exactly a direct competitor, as it is only for ecommerce.)
- Wix: 6.8M
- Shopify: 3.1M
- Squarespace: 1.4M
- Weebly: 946K
But speaking of ecommerce….
It Is Not Doing Bad With Ecommerce Either
Ok, it just about makes the top 10 of the most used ecommerce solutions, but it’s still pretty good considering 8 of the ones above are specifically designed for online stores. There is one exception, Squarespace and their Add to Cart feature.
There is quite a big gap between Squarespace and Wix here, which shows that the former’s popularity probably has to do with its great online stores.
And if you were wondering if there’s a price advantage: both let you build an online store starting from their respective Business plans, which cost between $27 (Wix) and $23 (Squarespace).
See similar stats about Shopify’s market share.
But Wix Is Nowhere Near As Popular As WordPress
Google Trends graphs aren’t the most reliable or precise statistical tools out there, but it’s worth looking at the one below:
As you can see, it’s neck and neck between Wix and Shopify in terms of Google users interest. Nevertheless, WordPress is way ahead of them both, with almost three times as much interest in September 2020.
So They’re Working Hard to Expand Their Market
Two interesting insights I learned in early 2020 (particularly from browsing their public report for 2019). Both of them have to do with expanding the size of Wix’s market with new products:
- Editor X: a completely customizable solution to build websites with much more flexibility than the current editor. It’s aimed at expert web designers and agencies who want complete control over the design.
- Velo (formerly Corvid): an advanced platform for creating web apps. Once again, it’s targeting technical coders who need a robust solution to deliver sites for clients.
It’s particularly interesting how it sits at the other end of the spectrum of Wix ADI, which would enable Wix to offer solution for everyone, from complete beginners to advanced web designers (and probably attacking WordPress’s market domination there).
Will The Wix Uptrend Continue?
So it’s an interesting time for Wix. In terms of ecommerce it’s going to be nearly impossible for them to catch up with Shopify. Similarly, users who self-host their sites tend to choose WordPress.
Or could it all change with the announcement of their new editor, built with designers and agencies in mind? And they certainly bet big on Velo, their platform for creating web apps.
Now, while other hosted website builders like Weebly, GoDaddy and Shopify are nowhere near as popular, Wix should probably watch out for their biggest direct competitor: Squarespace. Webflow is growing rapidly too but is more of a competitor to Editor X than the classic Wix product.
Let’s see how much of an impact these $100M yearly advertising budgets have in the long run!
Want more stats about website builders market share? Please leave your thoughts below!
27 Dec 2021: Updated numbers