Research

10 Stats That Show the Size of Wix’s Market Share

Josep GarciaRobert Brandl

By Josep & Robert

Wix Market Share

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.

How Big is Wix’s Market Share?

Among all the websites using a content management system, Wix’s market share is 3.4% according to W3techs. This makes Wix the third most popular website building solution after WordPress (64.1%) and Shopify (6.4%).

Looking only at the simple website builders category, Wix is the leader and captures 45% of the market share (according to BuiltWith). Squarespace (16%) and GoDaddy Website Builder (10%) are the second and third-biggest competitors.

How many active Wix websites are there?

Based on Wix’s official information, there are 234 million Wix users (end of Q2 2022). Wix currently has 6 million premium subscribers, which means only 2.56% its of all users are paying for a premium plan.

YearNumber of Wix websitesNumber of premium subscriptionsGrowth (%)*
2022234,000,000 (as of Q2)Data not available yet
2021220,000,000 (source)6,000,0008.33
2020200,000,000 (source A+B)5,500,00018.18
2019165,000,000 (source)4,500,00011.11
2018142,000,000 (source)4,000,00020.00
2017119,000,000 (source)3,200,00022.97
201697,400,000 (source)2,465,00026.98
201577,000,000 (source)1,800,000

* Growth rate is based on premium subscriptions

In 2020 Wix experienced a strong growth due to the pandemic. That year alone, Wix added 31 million users and reached 200 million users at the end of 2020. They also added 1 m paid subscribers. Thereafter, Wix’s growth slowed down: from 2020 to 2021 Wix was only able to add 20 million new users and 0.5 m premium subscriptions to their platform.

If we compare Wix with one of their main rivals, Shopify, we are seeing slower growth. While Wix’s average growth rate over 5 years was 16.12%, Shopify has grown by 41.43%.

Wix is Indeed the Most Popular Hosted Website Builder

These stats come to us from BuiltWith.com. What’s noteworthy is the actual percentage that allows them to claim that prize: a mere 0,57% of the top 1M websites were built with Wix (read review).

Wix Market Share Ecommerce builtwith stats

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: 0.57% built with Wix
  • Top 100k websites: 0.71% built with Wix
  • Top 10k websites: 0.95% built with Wix

If you don’t count unknown CMS and only filter for hosted solutions, the figure rises to 9%. 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 42.9% of all websites on the entire Internet (but is mainly a self-hosted solution).

What does Wix’s revenue growth look like?

Look at the growth on these charts, which come directly from Wix’s public quarterly report in 2022. It’s not hard to see that growth has slowed down in 2022:

wix growth chart 2022

Let’s take a look at the geographical breakdown of Wix’s revenues:

The vast majority of Wix’s revenues come from North America: 58%. It’s also the fastest growing market for Wix, with a growth rate of 12%.

Europe is second with 26% of revenues. Asia account for only 12% of all revenues. And finally Latin America with 4% and hardly any growth.

Give its enormous population, Asia seems underrepresented and should offer opportunities for growth.

wix geographic distribution

Wix’s Market Share is Currently Growing faster Than Squarespace’s

Interestingly, in terms of market share trends, Wix is battling it out with Squarespace. According to W3techs, it recently overtook Squarespace:

CMS201720182019202020212022
(1 Jan)
2022
(Sept.)
WordPress58.5%60.0%59.7%62.1%64.1%65.2%64.3%
Shopify1.3%1.8%2.6%3.4%5.2%6.6%6.1%
Wix0.6%0.9%1.8%2.3%2.4%2.9%3.4%
Squarespace1.5%2.6%2.7%2.7%2.3%2.7%2.9%
Webflow0.2%0.2%0.4%0.7%0.9%
Godaddy Website Builder0.4%0.4%0.7%0.5%0.5%0.5%0.6%
Weebly0.4%0.4%0.7%0.5%0.5%0.5%0.6%
Jimdo0.2%0.2%0.3%0.2%0.1%0.1%0.1%

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 Were 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.

Wix Market Share stock price

Guess you wish you had invested in them at the time, right?

However, in the tech stock correction of May 2022, all these high valuations came crashing down. As of September 2022, Wix’s stock is trading for only $82.02.

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.

wix ahrefs global search volume

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

Wix Market Share Ecommerce usage

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:

Wix Market Share WordPress google trends

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).

Wix Market Share corvid 2019

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!

Josep Garcia

Content Manager

Hi there, I am Josep Garcia. Since 2014 I've been testing and writing about website builders and hosting services, and I share all my learnings at Tooltester.com. Today I am not an active staff member anymore, but I do hope you enjoyed this article. And if you have any questions, please leave me a comment below.

Robert Brandl

Founder and CEO

Hi, my name is Robert Brandl, and I am the founder of Tooltester. I used to work in a digital marketing agency where I managed website and email marketing projects. To optimize my client's campaigns, I always had to find the optimal web tools. Tooltester (founded in 2010) opens this knowledge to you, hopefully saving you endless hours of research. If you have any questions, please leave a comment. You can also find me on LinkedIn.

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We keep our content up to date

26 Sep 2022: Additional data added
21 Sep 2022: Updated numbers, added new geographical information
23 May 2022: Updated numbers
27 Dec 2021: Updated numbers

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