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Wix: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 21, 2023

Inside This Article


    In this blog article, we will delve into the business model of Wix, a leading website development platform, and explore its key strengths, weaknesses, opportunities, and threats through a SWOT analysis. As we analyze Wix's business model, we will also take a closer look at its competitors in the dynamic market of website building platforms. By examining these factors, we aim to provide valuable insights into Wix's position in the industry and its potential growth prospects for the year 2023.

    What You Will Learn:

    • Who owns Wix?
    • The mission statement of Wix
    • How Wix makes money
    • Wix's Business Model Canvas explained
    • The competitors of Wix
    • Wix SWOT analysis

    Who owns Wix?

    Wix Ownership Structure

    Wix is a publicly traded company, meaning it is owned by shareholders who hold shares of the company's stock. The company went public on the NASDAQ stock exchange in 2013 under the ticker symbol "WIX."

    At present, a diverse group of institutional and individual investors own shares of Wix. The largest institutional shareholders include prominent investment firms such as Baillie Gifford, Capital Research and Management Company, and BlackRock. These institutions hold significant ownership stakes in Wix, reflecting their confidence in the company's growth prospects and long-term potential.

    Moreover, Wix's co-founders, Avishai Abrahami, Nadav Abrahami, and Giora Kaplan, also own a substantial portion of the company. Their continued involvement in the business demonstrates their commitment to its success and their belief in its vision.

    Wix's Founders

    Avishai Abrahami, Nadav Abrahami, and Giora Kaplan founded Wix in 2006 and have played integral roles in its development and growth. Avishai Abrahami currently serves as the company's CEO, leveraging his extensive knowledge of technology and entrepreneurship to lead Wix. Nadav Abrahami is responsible for the product vision and strategy, ensuring that Wix remains at the forefront of website building innovation. Giora Kaplan, as the company's Chief Technology Officer, oversees Wix's technological advancements and infrastructure.

    The founders' ongoing involvement in Wix highlights their dedication to the company's progress and their desire to maintain its position as a leading website development platform. Their entrepreneurial spirit and expertise have been instrumental in shaping Wix into the successful company it is today.

    Public Shareholders

    In addition to the founders, the public shareholders of Wix play a crucial role in the ownership structure of the company. These shareholders are individuals and institutional investors who have bought shares of Wix on the stock market. As of [current date], Wix has a widespread investor base, with shareholders from various backgrounds and geographical locations. The involvement of public shareholders provides Wix with additional capital, enabling the company to expand its operations, invest in research and development, and drive innovation.

    The ownership structure of Wix, consisting of both founders and public shareholders, fosters a collaborative environment that promotes growth and value creation. With the founders' expertise and the contributions of public shareholders, Wix continues to evolve and adapt to the ever-changing digital landscape, ensuring its relevance and success in the website building industry.

    What is the mission statement of Wix?

    The Mission Statement of Wix

    Wix, a leading website development platform, operates with a clear and concise mission statement that revolves around empowering individuals and businesses to create professional and stunning online presence. Their mission statement can be summarized as follows:

    "Empowering everyone to create their own professional online presence, effortlessly."

    Wix aims to provide an inclusive and user-friendly platform that eliminates the need for technical expertise, allowing anyone to build a customized website that reflects their unique brand identity. By offering a range of powerful tools, templates, and resources, Wix enables users to effortlessly create, manage, and grow their online presence.

    Putting Empowerment First

    At the core of Wix's mission statement lies the notion of empowerment. The platform strives to break down barriers that traditionally hindered individuals and small businesses from establishing a strong online presence. By providing accessible and intuitive website building tools, Wix empowers users to take control of their digital identity and unlock the full potential of their online ventures.

    Democratizing Web Design

    Wix's mission statement also highlights their commitment to democratizing web design. In the past, creating a professional website often required significant resources, technical knowledge, and financial investment. Wix seeks to revolutionize this process by offering a platform that simplifies the design and development process, making it accessible to anyone, regardless of their skill level or financial capacity.

    Cultivating Effortless Creativity

    Another key aspect of Wix's mission statement is the emphasis on effortless creativity. Wix acknowledges that not everyone possesses extensive design or coding skills, yet they believe that should not limit anyone's ability to express their creativity. Through their user-friendly interface, drag-and-drop functionality, and extensive library of customizable templates, Wix enables users to effortlessly bring their unique vision to life and create visually stunning websites.

    Fostering Growth and Success

    Lastly, Wix aims to foster growth and success for individuals and businesses alike. By equipping users with powerful features such as SEO optimization, e-commerce capabilities, and marketing tools, Wix empowers them to expand their online presence, reach a wider audience, and achieve their goals. Whether it's launching an online store, showcasing a portfolio, or promoting a blog, Wix's mission is to provide the necessary tools and support for users to thrive in the digital landscape.

    In summary, Wix's mission statement revolves around empowering individuals and businesses to effortlessly create their own professional online presence. By democratizing web design, fostering creativity, and providing the necessary tools for growth, Wix is dedicated to enabling users to succeed in the ever-evolving online world.

    How does Wix make money?

    Freemium Model

    Wix primarily generates revenue through its freemium model. This means that while users can create and publish a website using Wix for free, there are additional premium features and services that come with a price tag. These premium offerings allow users to enhance the functionality and design of their websites to meet their specific needs.

    Premium Plans

    Wix offers several premium plans that cater to different types of users. These plans range from basic options for personal websites to more advanced options for businesses and e-commerce ventures. The pricing of these plans varies based on the level of features and support provided. By offering tiered pricing, Wix can accommodate a wide range of budgets and requirements.

    Add-Ons and Apps

    In addition to premium plans, Wix also monetizes its platform through add-ons and apps. Users can enhance their websites by adding various functionalities such as online stores, booking systems, and marketing tools through the Wix App Market. These add-ons often require a separate subscription or one-time payment, providing an additional revenue stream for Wix.

    Domain Registration and Email Services

    Wix also offers domain registration services, allowing users to purchase custom domain names directly through their platform. While this service is not exclusive to Wix, it provides convenience for users who want to manage their domains alongside their websites. Additionally, Wix offers email services, enabling users to create professional email addresses using their custom domain names. These services come with a separate cost, contributing to Wix's revenue generation.

    Advertising Revenue

    Another way Wix makes money is through advertising. Free websites created on Wix may display advertisements that are powered by Wix's own advertising network. These advertisements help subsidize the cost of providing free website hosting and editing tools. However, users have the option to remove these ads by upgrading to a premium plan.

    Wix Partnerships

    Wix has also formed partnerships with various organizations and companies, contributing to its revenue stream. For example, Wix has collaborated with Google to provide users with Google Workspace, giving them access to professional email, productivity tools, and cloud storage. These partnerships often involve revenue-sharing models, allowing Wix to earn a percentage of the revenue generated through these collaborations.

    In conclusion, Wix generates its revenue through a combination of premium plans, add-ons and apps, domain registration services, advertising, partnerships, and other supplementary offerings. This diversified revenue model allows Wix to cater to a wide range of users while maintaining a sustainable business model.

    Wix Business Model Canvas Explained

    What is a Business Model Canvas?

    Before diving into the specifics of the Wix business model canvas, it is essential to understand what a business model canvas is. Developed by Alexander Osterwalder, a business model canvas is a strategic management tool that provides a visual representation of a company's key components. It serves as a blueprint that outlines the different elements required to create, deliver, and capture value in a business.

    Understanding the Wix Business Model Canvas

    The Wix business model canvas encompasses the various aspects of Wix's operations, including its target customers, value propositions, key activities, resources, partnerships, revenue streams, and cost structure. This canvas helps to illustrate how Wix generates revenue and creates value for its users.

    Target Customers

    Wix primarily targets small and medium-sized businesses (SMBs) and individuals who are looking to establish an online presence. By offering an easy-to-use website builder, Wix caters to individuals with limited technical knowledge or resources, allowing them to create professional-looking websites without the need for coding skills.

    Value Propositions

    Wix's main value proposition is its drag-and-drop website builder, which empowers users to create customized websites quickly and easily. By providing a user-friendly interface and a wide range of templates and features, Wix offers a cost-effective solution for individuals and businesses seeking to establish an online presence. Additionally, Wix offers a range of tools and applications that enhance website functionality, such as e-commerce features, SEO optimization, and analytics.

    Key Activities

    Wix's key activities revolve around the continuous improvement and maintenance of its website builder platform. This includes software development, user experience design, customer support, and marketing efforts to attract new users. Wix also invests in research and development to stay ahead of industry trends and ensure its platform remains competitive in the market.


    To support its operations, Wix relies on various resources. This includes a dedicated team of software engineers, designers, and customer support representatives. Wix also maintains a robust cloud infrastructure to host and store user websites, ensuring reliable performance and security.


    Wix establishes partnerships with third-party service providers to enhance its offerings and provide additional value to its users. This includes partnerships with payment gateways, e-commerce platforms, marketing tools, and more. By integrating these services into its platform, Wix expands its capabilities and provides users with a more comprehensive solution.

    Revenue Streams

    Wix generates revenue through several streams. One of the primary sources is its premium plans, which offer additional features, storage, and bandwidth compared to the free version. Wix also earns revenue through the sale of domain names, third-party apps, and add-ons. Additionally, Wix offers e-commerce capabilities, allowing users to sell products directly through their websites, earning a commission on each transaction.

    Cost Structure

    Wix's cost structure primarily consists of research and development expenses, marketing and advertising costs, and employee salaries. As a technology company, Wix also incurs costs related to hosting and maintaining its cloud infrastructure. Additionally, customer support and operational expenses contribute to the overall cost structure.

    In conclusion, the Wix business model canvas provides a comprehensive overview of how Wix operates and generates revenue. By understanding the various components of the canvas, one can gain insights into Wix's strategy and value proposition in the website building industry.

    Which companies are the competitors of Wix?


    Squarespace is one of the most well-known competitors of Wix. It offers a similar drag-and-drop website builder that allows users to easily create and customize their own websites. Squarespace is especially popular among creative professionals and businesses in need of visually stunning websites. It offers a wide range of sleek and modern templates, as well as powerful e-commerce capabilities. While both Wix and Squarespace cater to beginners, Squarespace has a reputation for providing more design flexibility and clean aesthetics.


    Weebly is another strong competitor in the website building industry. Like Wix, Weebly offers an intuitive drag-and-drop editor and a variety of customizable templates. It is known for its user-friendly interface and simple setup process. Weebly also provides robust e-commerce features, making it a popular choice for small businesses and online stores. While Weebly may not have as extensive a template library as Wix, it excels in its ease of use and reliable performance.


    WordPress.com is a well-established platform that competes with Wix in the website building space. While WordPress.com is primarily known for its powerful open-source content management system (CMS), it also offers a website builder option similar to Wix. WordPress.com provides a vast array of themes and plugins, allowing users to create highly customizable websites. It is favored by bloggers, small businesses, and developers who value flexibility and scalability. However, WordPress.com may have a steeper learning curve compared to Wix, as it offers more advanced customization options.


    Although primarily focused on e-commerce, Shopify also competes with Wix in terms of website building capabilities. Shopify specializes in creating online stores and offers numerous features tailored for selling products and managing inventory. It provides a variety of professional templates, a secure payment gateway, and extensive third-party integrations. For businesses looking to primarily engage in e-commerce, Shopify may be a more suitable choice than Wix. However, Wix offers a broader range of website customization options beyond e-commerce functionalities.

    GoDaddy Website Builder

    GoDaddy Website Builder is a popular website building platform that competes with Wix, particularly in terms of ease of use and affordability. GoDaddy offers a simple drag-and-drop editor, a wide selection of templates, and reliable hosting services. It is a suitable option for individuals and small businesses looking for a hassle-free website building experience. However, Wix generally provides more design flexibility and a broader range of features, making it a preferred choice for those seeking greater customization options.

    In summary, Wix faces competition from various companies in the website building industry, each with its own strengths and target audience. Whether you prioritize design flexibility, e-commerce capabilities, simplicity, or affordability, there are several worthy alternatives to consider alongside Wix.

    Wix SWOT Analysis


    • Ease of use: One of the biggest strengths of Wix is its user-friendly interface. Even those with limited technical skills can easily create and customize a website using Wix's drag-and-drop editor.
    • Wide range of templates: Wix offers a vast collection of professionally designed templates for various industries and purposes. This allows users to find a template that aligns with their brand and saves time in the website creation process.
    • App market: Wix has an extensive app market that offers a wide range of additional features and functionalities. This allows users to enhance their websites with tools like e-commerce, SEO optimization, contact forms, and more.
    • Mobile-friendly designs: Wix automatically generates mobile-friendly versions of websites, ensuring a seamless user experience across different devices. This is crucial in today's mobile-first world where a large portion of website traffic comes from mobile devices.
    • SEO capabilities: Wix provides users with built-in SEO features, such as customizable meta tags, sitemaps, and automatic URL formatting. These features help improve a website's visibility and search engine rankings.


    • Limited design flexibility: While Wix offers a wide range of templates, users may find it limiting when it comes to creating a completely unique and customized design. The drag-and-drop editor has its restrictions, and users with advanced design needs may feel constrained.
    • Advertisements on free plan: The free version of Wix displays advertisements on users' websites. This can be seen as unprofessional and may hinder the overall user experience, especially for businesses that want to present a more polished image.
    • Limited e-commerce functionality: While Wix does offer e-commerce capabilities, it may not be as robust as some dedicated e-commerce platforms. Businesses with complex online stores or specific requirements may find Wix's e-commerce features lacking.


    • Growing online market: With the continuous growth of the online market, there is a vast opportunity for Wix to attract new users who are looking to establish their online presence. Wix can tap into this market by showcasing the ease of use and versatility of their platform.
    • Expansion of app market: Wix can further expand its app market by partnering with third-party developers and introducing new integrations. This would allow users to enhance their websites with even more features and functionalities, making Wix a more attractive choice.
    • International expansion: Wix has already gained popularity globally, but there is still room for expansion in untapped markets. By focusing on localization, language support, and region-specific marketing strategies, Wix can capture a larger international user base.


    • Intense competition: The website building industry is highly competitive, with numerous players offering similar services. Wix faces competition from platforms like WordPress, Squarespace, and Shopify. To stay ahead, Wix needs to continuously innovate and differentiate itself from its competitors.
    • Technological advancements: The rapid pace of technological advancements poses a threat to Wix. As new technologies emerge, Wix needs to adapt and incorporate them into its platform to remain relevant and meet evolving user expectations.
    • Data security concerns: As a website building platform, Wix collects and stores user data. Any security breach or data leak could result in a loss of trust and reputation. Wix needs to ensure robust security measures are in place to safeguard user data and privacy.

    Key Takeaways

    • Wix is owned by its co-founders, Avishai Abrahami, Nadav Abrahami, and Giora Kaplan, who still hold a significant stake in the company.
    • The mission statement of Wix is to empower businesses and individuals to create their own professional online presence easily and affordably.
    • Wix primarily makes money through its premium plans and additional services, such as domain registration and eCommerce functionality.
    • Wix's business model canvas highlights its key activities, resources, and partnerships, including website building, hosting, customer support, and collaborations with third-party apps and services.
    • Competitors of Wix include Squarespace, Weebly, WordPress.com, Shopify, and GoDaddy, among others.
    • In terms of SWOT analysis, Wix's strengths include its user-friendly interface and extensive template library, weaknesses include limited customization options, opportunities lie in expanding into new markets and industries, and threats come from intense competition and evolving technology trends.


    In conclusion, Wix is a leading website building platform that provides users with the tools and resources to create their own professional websites. The company was founded by Avishai Abrahami, Nadav Abrahami, and Giora Kaplan in 2006 and is currently owned by its founders and a number of institutional investors.

    The mission statement of Wix is to empower businesses, organizations, and individuals to create stunning websites and establish a strong online presence. They aim to provide a user-friendly platform that allows anyone, regardless of technical skills, to build and manage their own website.

    Wix generates revenue through various channels, including premium subscriptions, e-commerce services, and advertising. They offer different pricing plans that cater to the needs of different users, ranging from individuals to small businesses and enterprises.

    The Wix Business Model Canvas can be explained through nine key building blocks, including customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. These elements work together to support the company's goal of providing a comprehensive website building solution.

    While Wix is a prominent player in the website building market, it faces competition from other companies such as WordPress, Squarespace, Weebly, and Shopify. These companies also offer website building services and have their own unique features and advantages.

    In terms of a SWOT analysis, Wix has several strengths, including its user-friendly interface, a wide range of templates and customization options, and a strong brand presence. However, the company also faces weaknesses such as limited SEO capabilities and potential scalability issues. Opportunities for Wix include the growing demand for online presence and the expansion of e-commerce, while threats include intense competition and changing market trends.

    Overall, Wix continues to innovate and evolve its platform to meet the needs of its users and stay competitive in the market. With its mission to empower individuals and businesses to create stunning websites, Wix remains a leading choice for those looking to establish a strong online presence.


    Can you do a SWOT analysis on a website?

    Yes, it is possible to conduct a SWOT analysis on a website. A SWOT analysis evaluates the strengths, weaknesses, opportunities, and threats of a particular subject. In the case of a website, the analysis would focus on its online presence, user experience, functionality, and potential risks. Here is an example of a SWOT analysis for a website:


    1. Strong brand identity and recognition.
    2. User-friendly interface and navigation.
    3. High-quality content and engaging visuals.
    4. Efficient loading speed and responsiveness.
    5. Integration with social media platforms.


    1. Limited search engine optimization (SEO) strategies.
    2. Lack of personalized user experiences.
    3. Inconsistent content updates and maintenance.
    4. Insufficient mobile optimization.
    5. Limited e-commerce capabilities.


    1. Increasing online traffic through targeted digital marketing campaigns.
    2. Expanding into new markets or demographics.
    3. Collaborating with influencers or industry partners for brand exposure.
    4. Enhancing SEO practices to improve organic search rankings.
    5. Integrating additional features or services to attract more users.


    1. Intense competition from similar websites.
    2. Rapidly evolving technology and changing user preferences.
    3. Cybersecurity risks and potential data breaches.
    4. Negative user reviews or feedback.
    5. Legal and regulatory compliance challenges.

    It is important to note that this is just a sample analysis, and the specific strengths, weaknesses, opportunities, and threats of a website may vary depending on its industry, target audience, and specific goals.

    How can I find a SWOT analysis on a company?

    There are a few ways to find a SWOT analysis on a company:

    1. Company Website: Start by visiting the official website of the company you are interested in. Many companies include a section on their website that provides an overview of their strengths, weaknesses, opportunities, and threats.

    2. Industry Reports: Research and industry reports from reputable sources often include SWOT analysis of major companies within the industry. These reports can be found through business databases, industry associations, market research firms, or financial institutions.

    3. Business News and Publications: Business news websites, magazines, and newspapers often publish articles or analysis that include SWOT analysis of specific companies. Search for articles related to the company you are interested in using keywords like "SWOT analysis" or the company's name.

    4. Online Databases: Some online databases, such as Hoovers, Bloomberg, or Marketline, provide SWOT analysis reports on various companies. These databases may require a subscription or access through a library or academic institution.

    5. Social Media and Online Communities: Industry-specific forums, social media platforms, or professional networking sites like LinkedIn may have discussions or posts that include SWOT analysis of companies. Engaging with these communities can help you find relevant information.

    Remember, a SWOT analysis can vary depending on the source, so it's important to consult multiple sources to gain a comprehensive understanding of a company's strengths, weaknesses, opportunities, and threats.

    What is the best company for SWOT analysis?

    There is no definitive answer to this question as the "best" company for SWOT analysis may vary depending on the specific industry or sector one is interested in analyzing. However, some well-known and often analyzed companies include:

    1. Apple Inc. - Known for its innovative products and strong brand presence.
    2. Google (Alphabet Inc.) - A leading technology company with a diverse portfolio of products and services.
    3. Amazon.com Inc. - A global e-commerce giant and provider of various services such as cloud computing.
    4. Microsoft Corporation - A multinational technology company offering a wide range of software and hardware products.
    5. The Coca-Cola Company - A world-renowned beverage company with a strong global presence.
    6. Nike Inc. - A prominent sports apparel and footwear company with a strong brand image.
    7. Procter & Gamble Co. - A consumer goods company with a diverse range of popular brands.
    8. Toyota Motor Corporation - A leading automotive company known for its reliable and efficient vehicles.
    9. Walmart Inc. - A multinational retail corporation with a vast network of stores worldwide.
    10. Tesla Inc. - An electric vehicle manufacturer known for its disruptive technology and sustainable approach.

    It is important to note that the best company for SWOT analysis may also depend on the specific research objectives and industry focus of the analysis.

    What are 5 examples of weakness in SWOT analysis?

    1. Lack of market research: A weakness in the SWOT analysis can be a limited understanding of the target market. This can hinder decision-making and prevent the organization from identifying profitable opportunities.

    2. Weak brand recognition: If a company lacks a strong brand presence or fails to differentiate itself from competitors, it can be considered a weakness. This may result in difficulties attracting customers and maintaining a competitive edge.

    3. Limited financial resources: Insufficient funding or a lack of access to capital can be a weakness for a business. It can hinder growth, limit investment in necessary resources, and make it difficult to compete with financially stronger competitors.

    4. Inefficient internal processes: Inefficient operations or outdated systems can impede productivity and hinder the organization's ability to meet customer demands. This weakness can lead to customer dissatisfaction and increased costs.

    5. Dependence on a single customer or supplier: Relying heavily on one customer or supplier can create a weakness in the SWOT analysis. If this relationship is disrupted, it can have a significant negative impact on the organization's revenues, supply chain, and overall stability.

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