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.
|Year||Number of Wix websites||Number of premium subscriptions||Growth (%)*|
|2022||234,000,000 (as of Q2)||Data not available yet|
|2020||200,000,000 (source A+B)||5,500,000||18.18|
* 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.
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: 0.57% 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:
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’s Market Share is Currently Growing faster Than Squarespace’s
|Godaddy Website Builder||0.4%||0.4%||0.7%||0.5%||0.5%||0.5%||0.6%|
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.
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.
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!
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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