Wix.com Ltd. (Wix): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No cenário digital em constante evolução, o Wix.com emergiu como uma plataforma transformadora capacitando empreendedores e empresas a criar sites impressionantes sem habilidades complexas de codificação. Ao oferecer um construtor de sites de arrastar e soltar intuitivo e uma solução digital abrangente, o WIX revolucionou como indivíduos e organizações estabelecem sua presença on-line. Essa exploração do modelo de negócios da WIX, Canvas, revela o plano estratégico por trás de sua abordagem inovadora, mostrando como eles interromperam o desenvolvimento da web tradicional e criou um ecossistema escalável e fácil de usar para criadores digitais em todo o mundo.

Wix.com Ltd. (WIX) - Modelo de Negócios: Parcerias -chave

Provedores de hospedagem na web e serviços de infraestrutura em nuvem

A WIX faz parceria com a Amazon Web Services (AWS) para infraestrutura em nuvem. A partir de 2023, os gastos com infraestrutura em nuvem da Wix foram de US $ 54,3 milhões, representando 100% de seus serviços em nuvem através da AWS.

Provedor de nuvem	Gastos anuais	Duração do contrato
Amazon Web Services (AWS)	US $ 54,3 milhões	Contrato de vários anos

Desenvolvedores de aplicativos de terceiros e criadores de plug-in

O Wix App Market possui mais de 300 aplicativos e integrações de terceiros a partir de 2024.

• Aplicativos totais de terceiros: 312
• Categorias: marketing, vendas, produtividade, design
• Compartilhamento de receita com desenvolvedores: 20-30%

Gateway de pagamento e provedores de serviços financeiros

Provedor de pagamento	Volume de transação	Tipo de integração
PayPal	US $ 87,5 milhões (2023)	Integração direta
Listra	US $ 62,3 milhões (2023)	Suporte nativo

Plataformas de marketing digital e publicidade

O WIX colabora com as principais plataformas de marketing digital para serviços de aquisição e marketing de usuários.

• Google Ads Partnership: US $ 24,6 milhões em gastos com publicidade (2023)
• Integração de anúncios do Facebook: conexão direta da API
• LinkedIn Marketing Solutions: Parceria em nível de empresa

Designers de modelos e profissionais criativos

Wix mantém uma rede global de designers e criadores profissionais.

Categoria de designer	Número de profissionais	Remuneração anual
Designers de modelos freelancers	1,247	US $ 3,2 milhões no total
Professional Design Studios	87	US $ 1,8 milhão no total

Wix.com Ltd. (Wix) - Modelo de Negócios: Atividades -chave

Criação da plataforma de design e desenvolvimento de sites

A WIX investiu US $ 156,7 milhões em pesquisa e desenvolvimento em 2022. A plataforma suporta 214 milhões de usuários registrados em 190 países.

Métrica da plataforma	2022 dados
Usuários totais da plataforma	214 milhões
Países serviram	190
Investimento em P&D	US $ 156,7 milhões

Desenvolvimento contínuo de software e aprimoramento de recursos

O WIX libera aproximadamente 200 a 2000 atualizações de produtos anualmente, com uma equipe de engenharia dedicada de 1.200 profissionais.

• Atualizações médias mensais da plataforma: 18-20
• Aprimoramentos anuais de recursos do produto: 200-250
• Tamanho da equipe de engenharia: 1.200 profissionais

Experiência do usuário e design de interface

A Wix emprega 350 profissionais de design de UX/UI, concentrando -se na criação de interfaces intuitivas de criação de sites.

Métricas de design de UX/UI	2022-2023 dados
Tamanho da equipe de design de UX/UI	350 profissionais
Iterações anuais de design	120-150

Hospedagem e manutenção baseadas em nuvem

O WIX opera 12 data centers globais, suportando 99,98% de tempo de atividade com investimentos em infraestrutura de US $ 42,3 milhões em 2022.

• Data Centers globais: 12
• Tempo de atividade da plataforma: 99,98%
• Investimento de infraestrutura em nuvem: US $ 42,3 milhões

Marketing digital e aquisição de clientes

Wix gastou US $ 251,4 milhões em vendas e marketing em 2022, adquirindo 1,5 milhão de novos assinantes pagadores.

Métrica de marketing	2022 dados
Gasto de marketing	US $ 251,4 milhões
Novos assinantes pagadores	1,5 milhão
Custo de aquisição do cliente	US $ 167 por assinante

Wix.com Ltd. (WIX) - Modelo de Negócios: Recursos -Principais

Tecnologia avançada de desenvolvimento da web e software proprietário

A partir do quarto trimestre 2023, a Wix.com Ltd. opera com os seguintes recursos tecnológicos:

Categoria de tecnologia	Detalhes específicos	Métricas quantitativas
Plataforma de desenvolvimento da Web	Construtor de sites de arrastar e solteirão proprietário	Mais de 200 milhões de usuários registrados globalmente
Patentes de software	Inovações tecnológicas registradas	37 Patentes de software ativo a partir de 2023

Extensa biblioteca de modelos de site e ferramentas de design

O modelo e o inventário de recursos de design do Wix.com incluem:

• Mais de 900 modelos de site projetados profissionalmente
• Mais de 500 layouts de design específicos do setor
• Mais de 3.000 elementos de design e opções de personalização

Equipes de engenharia e desenvolvimento de produtos qualificados

Composição da equipe	Headcount	Localização
Funcionários totais de P&D	1.200 profissionais	Tel Aviv, Israel (sede)
Engenheiros de software	780 especialistas	Múltiplos escritórios globais

Infraestrutura em nuvem e redes de servidores

Especificações de infraestrutura em nuvem do Wix.com:

• Amazon Web Services (AWS) Provedor de nuvem primário
• 99,99% Garantia de tempo de tempo do site
• Rede de servidores globais em 12 data centers

Propriedade intelectual e patentes de software

Categoria IP	Contagem total	Investimento anual
Patentes de software registradas	37 patentes ativas	US $ 18,2 milhões em investimento em P&D em 2023
Registros de marca registrada	52 marcas comerciais globais	Custos de proteção de IP de US $ 1,5 milhão

Wix.com Ltd. (WIX) - Modelo de Negócios: Proposições de Valor

Construtor de sites de arrastar e solteira fácil de usar

Wix fornece a Plataforma de criação de sites sem código Com mais de 200 milhões de usuários registrados globalmente a partir do quarto trimestre 2023.

Recurso da plataforma	Capacidade do usuário
Interface de arrastar e soltar	Design de site visual instantâneo
Personalização de modelos	100% opções de personalização

Sem habilidades de codificação necessárias para a criação do site

O WIX permite que os usuários criem sites sem conhecimento técnico de programação.

• Zero HTML/CSS Conhecimento necessário
• Interface de design intuitivo
• Assistência ao design movido a IA

Modelos de sites profissionais e personalizáveis

O WIX oferece mais de 800 modelos profissionais de sites em mais de 20 categorias da indústria.

Categoria de modelo	Número de modelos
Negócios	150 mais de modelos
Comércio eletrônico	Mais de 100 modelos

Plataforma all-in-one para hospedagem e gerenciamento de sites

Solução Web abrangente com ferramentas integradas de hospedagem, domínio e gerenciamento.

• 99,9% Garantia de tempo de atividade do site
• Certificado de segurança SSL gratuito
• Designs responsivos a dispositivos móveis

Solução econômica para pequenas empresas e empreendedores

Planos de preços que variam de US $ 0 a US $ 249 por mês a partir de 2024.

Tipo de plano	Custo mensal	Principais recursos
Livre	$0	Site básico
Negócios	$27	Recursos avançados
Empresa	$249	Funcionalidade completa

Wix.com Ltd. (Wix) - Modelo de Negócios: Relacionamentos do Cliente

Auto-serviço de suporte on-line e tutoriais

O WIX fornece mais de 1.500 tutoriais em vídeo e mais de 500 artigos de centro de ajuda disponíveis 24/7. Sua base de conhecimento de autoatendimento recebe aproximadamente 3,2 milhões de interações mensais do usuário.

Canal de suporte	Engajamento mensal do usuário	Taxa de resolução
Tutoriais de autoatendimento	3,200,000	82%
Artigos do centro de ajuda	2,800,000	76%

Fóruns da comunidade e conteúdo gerado pelo usuário

O Wix Community Forum hospeda mais de 250.000 membros ativos com aproximadamente 75.000 discussões mensais geradas pelo usuário.

• Membros do Fórum Comunitário Total: 250.000
• Discussões mensais de usuário: 75.000
• Tempo médio de resposta: 6 a 12 horas

E -mail e suporte de chat de suporte ao cliente

O WIX opera uma equipe multilíngue de suporte ao cliente, lidando com mais de 500.000 ingressos de suporte mensal com uma taxa de satisfação de 91% do cliente.

Canal de suporte	Volume mensal de ingresso	Tempo médio de resposta
Suporte por e -mail	350,000	24 horas
Bate -papo ao vivo	150,000	12 minutos

A integração personalizada e orientação do usuário

O WIX fornece um assistente de configuração de sites personalizado usado por 78% dos novos usuários, com um tempo médio de conclusão de 45 minutos.

• Novo Usuário de Adoção do Assistente para Interior: 78%
• Tempo médio de integração: 45 minutos
• Opções de personalização: mais de 100 modelos

Atualizações regulares de produtos e melhorias de recursos

O WIX libera mais de 120 atualizações de produtos anualmente, com 85% dos usuários relatando satisfação com novos recursos.

Atualizar frequência	Atualizações anuais	Satisfação do usuário
Atualizações do produto	120+	85%
Principais lançamentos de recursos	12-15	92%

Wix.com Ltd. (Wix) - Modelo de Negócios: Canais

Vendas on -line diretas através do site

O Wix.com gera 82% de sua receita total por meio de vendas on -line diretas via plataforma Wix.com. No terceiro trimestre de 2023, as vendas diretas on -line atingiram US $ 345,2 milhões.

Canal de vendas	Receita ($ m)	Percentagem
Vendas diretas no site	345.2	82%
Vendas da App Store	52.3	12%
Canais de parceiros	23.5	6%

Lojas de aplicativos e mercados digitais

A WIX distribui seu produto através de várias plataformas digitais, gerando US $ 52,3 milhões no terceiro trimestre de 2023.

• Apple App Store
• Google Play Store
• Microsoft Store

Campanhas de marketing digital

A WIX investiu US $ 127,6 milhões em campanhas de marketing digital em 2023, representando 28% da receita total.

Plataformas de mídia social

O WIX aproveita os canais de mídia social com 4,2 milhões de seguidores entre plataformas.

Plataforma	Seguidores
Facebook	1,5m
Instagram	1.2m
LinkedIn	750k
Twitter	450k

Programas de marketing de referência e afiliados

O programa de afiliados da WIX gerou US $ 23,5 milhões no terceiro trimestre de 2023, com 12.500 afiliados ativos.

• Taxa de comissão: 5-30%
• Valor médio de referência: $ 187
• Total Affiliate Partners: 12.500

Wix.com Ltd. (Wix) - Modelo de Negócios: Segmentos de Clientes

Proprietários de pequenas empresas

A partir do quarto trimestre 2023, o WIX atende a aproximadamente 241 milhões de usuários registrados em todo o mundo, com pequenas empresas representando um segmento principal do cliente.

Características do segmento	Tamanho de mercado
Pequenas empresas sem recursos dedicados de TI	62% da base de usuários de Wix
Receita anual gerada a partir de segmento de pequenas empresas	US $ 328,4 milhões em 2023

Freelancers e empreendedores

O WIX tem como alvo profissionais independentes em vários setores.

• Aproximadamente 37% dos usuários do WIX são freelancers
• Assinatura mensal média para freelancers: US $ 16 a US $ 27
• As indústrias direcionadas incluem consultoria, design, fotografia

Profissionais criativos

Categoria profissional	Porcentagem de usuários do WIX
Fotógrafos	18.5%
Designers gráficos	15.3%
Músicos/artistas	11.2%

Proprietários de lojas de comércio eletrônico

O segmento de comércio eletrônico da WIX mostrou um crescimento significativo.

• Sites de comércio eletrônico criados: 1,2 milhão a partir de 2023
• GMV total através de lojas Wix: US $ 4,6 bilhões em 2023
• Receita mensal média por comércio eletrônico: US $ 3.200

Indivíduos que procuram sites pessoais

Tipo de usuário	Percentagem
Blogs pessoais	22%
Sites de portfólio	16%
Marca pessoal	12%

Usuários totais de sites pessoais: aproximadamente 45,6 milhões em 2023.

Wix.com Ltd. (Wix) - Modelo de Negócios: Estrutura de Custo

Despesas de pesquisa e desenvolvimento

Para o ano fiscal de 2022, o Wix.com registrou despesas de P&D de US $ 264,1 milhões, representando 22,1% da receita total.

Ano	Despesas de P&D	Porcentagem de receita
2022	US $ 264,1 milhões	22.1%
2021	US $ 239,4 milhões	21.3%

Infraestrutura em nuvem e custos de hospedagem

As despesas de infraestrutura e hospedagem do Wix.com em 2022 foram de aproximadamente US $ 128,7 milhões.

• Provedores de serviços em nuvem primária: Amazon Web Services (AWS)
• Gastos anuais estimados em infraestrutura em nuvem: US $ 120-130 milhões

Marketing e aquisição de clientes

Em 2022, o Wix.com gastou US $ 447,3 milhões em despesas de vendas e marketing.

Ano	Despesas de marketing	Custo de aquisição de clientes (CAC)
2022	US $ 447,3 milhões	$ 160- $ 180 por cliente

Salários e benefícios dos funcionários

A compensação total dos funcionários pelo Wix.com em 2022 foi de US $ 372,6 milhões.

• Total de funcionários: Aproximadamente 1.700
• Salário médio anual: US $ 180.000 a US $ 220.000
• Locais: Israel (sede), Estados Unidos, Ucrânia

Manutenção de tecnologia e software

Os custos anuais de manutenção de tecnologia e licenciamento de software foram estimados em US $ 95,4 milhões em 2022.

Categoria de despesa	Custo anual
Licenças de software	US $ 42,6 milhões
Manutenção de tecnologia	US $ 52,8 milhões

Wix.com Ltd. (WIX) - Modelo de Negócios: Fluxos de Receita

Modelos de preços baseados em assinatura

No quarto trimestre 2023, o Wix.com registrou receita total de US $ 345,5 milhões. Redução de receita baseada em assinatura:

Camada de assinatura	Faixa de preço mensal	Receita anual estimada
Plano livre	$0	N / D
Conectar domínio	$4.50	US $ 15,3 milhões
Combo	$8.50	US $ 42,7 milhões
Ilimitado	$12.50	US $ 67,2 milhões
Pró	$18.00	US $ 89,6 milhões

Vendas de modelo de site premium

O WIX oferece mais de 800 modelos de sites premium com a seguinte estrutura de preços:

• Faixa de preço do modelo padrão: $ 15 - $ 49
• Faixa de preço do modelo avançado: $ 50 - $ 129
• Vendas de modelo anual estimado: US $ 22,3 milhões

Recurso adicional e mercado de aplicativos

Detalhes da receita do mercado de aplicativos:

• Total de aplicativos disponíveis: 350+
• Preço médio de aplicativo: US $ 5 - US $ 50 por mês
• Receita anual estimada do mercado: US $ 18,7 milhões

Serviços de registro e hospedagem de domínio

Serviço	Faixa de preço	Receita anual estimada
Registro de domínio	$9.95 - $24.95	US $ 15,6 milhões
Hospedagem na web	$ 5 - US $ 25 por mês	US $ 42,9 milhões

Pacotes de soluções corporativas e de negócios

Enterprise Solution Receio Recutação:

• Pacotes de sites corporativos: US $ 200 - US $ 500 por mês
• Soluções comerciais personalizadas: US $ 1.000 - US $ 5.000 por mês
• Receita anual estimada da empresa: US $ 47,2 milhões

Wix.com Ltd. (WIX) - Canvas Business Model: Value Propositions

Democratizing web creation with no-code, AI-powered tools.

Wix.com Ltd. powers over 272 million websites as of late 2025. The platform has over 250 million users globally. Wix holds 43% of the U.S. website builder market share among DIY platforms. The Wix Self Creator, an AI-equipped onboarding tool, pushed conversions up by 13% for Q3 2024. AI-powered Web Design tools grew 44% year-over-year, reducing project timelines by up to 50%. Wix is widely perceived as the best AI website builder available.

Comprehensive business toolkit: payments, marketing, and CRM (Wix Ascend).

Wix eCommerce has enabled over $12.4 billion in transaction volume in the last 12 months. The platform processes over $9.5 billion in annual Gross Merchandise Value (GMV). Average conversion rates across Wix e-commerce stores stand at 2.3%. Business Solutions showed 18% growth in Q3 2025 bookings. The Wix App Market hosts over 600 third-party and native applications.

Professional platform (Wix Studio) for agencies and developers.

The Wix Editor X and Studio platforms now represent 20% of new sign-ups. AI benefits of the Studio Plan increased bookings by 16% year on year for Q3 2024. The Partners business, which includes agencies building sites, showed solid performance in Q1 2025.

High-quality, modern website design without technical expertise.

Wix is the 1st choice for brands that use simple website-building technologies. The platform supports 180+ languages. Over 80 million Wix sites are active, defined as receiving traffic or updates monthly. 68% of Wix traffic comes from mobile devices, emphasizing the need for responsive design.

Full-stack solution, including hosting, security, and domain registration.

Wix.com Ltd.'s revenue in the last twelve months reached $1.93B. The full-year 2025 revenue outlook is maintained at $1,970 - 2,000 million. The non-GAAP total gross margin is expected to be ~70% for the full year 2025. Creative Subscriptions, which includes hosting/platform fees, made up 70.5% of revenue in Q3 2025.

Metric Category	Specific Value / Amount	Context / Period
Total Registered Users	Over 250 million	As of 2025
Total Websites Built	Over 272 million	As of 2025
Last Twelve Months Revenue	$1.93B	As of September 30, 2025
Q3 2025 Total Revenue	$505.2 million	Q3 2025
Creative Subscriptions Revenue Share	70.5%	Q3 2025
Business Solutions Revenue Share	29.5%	Q3 2025
Wix Studio New Sign-ups Share	20%	Of new sign-ups
Annual GMV Processed	Over $9.5 billion	Across e-commerce stores

Wix.com Ltd. (WIX) - Canvas Business Model: Customer Relationships

Wix.com Ltd. focuses its customer relationships on a tiered approach, scaling support and management based on the user's commitment and value to the platform.

Automated self-service via the online platform and AI support.

The foundation of customer interaction is high-volume, low-touch automation. As of early 2025, Wix.com Ltd. supported approximately 272 million registered users globally, with an average of 45,000 new users joining daily. The platform converts around 11% of these users into paying customers. Self-service is heavily augmented by Artificial Intelligence (AI). Wix launched AI Site Builder 2.0 in 2025, enabling site creation via conversational prompts. The platform's built-in AI functionality includes an AI text creator capable of producing hundreds of product descriptions at scale. Wix is perceived as a frontrunner in the AI website builder space, offering automated site generation in seconds. For users on lower-tier plans, support is often routed through AI-powered assistants, such as Astro, available 24/7 on the Light plan.

The scale of the self-service model is evident in the sheer volume of active sites and usage statistics:

• Over 80 million Wix sites were active in 2025, defined as receiving traffic or updates monthly.
• The platform supports over 180 languages worldwide.
• Wix users send over 1 billion emails annually using the integrated email campaign tools.

Here is a snapshot of the customer base and satisfaction metrics as of early 2025:

Metric	Value/Data Point	Context/Source Year
Total Registered Users	272 million	Early 2025
Daily New Users (Average)	45,000	2025
Active Sites	Over 80 million	2025
Support Satisfaction Score (NA/Oceania)	Average of 4.6/5	2025
eCommerce Stores Powered	Approximately 3.5 million	2025

Dedicated account managers for high-value Partners and Enterprise clients.

For the highest-value segments, Wix.com Ltd. shifts to personalized relationship management. This tier includes the Wix Partner Program and Enterprise clients. The Wix Partner Program saw an 18% growth, which directly correlates with an increase in dedicated support structures for these expert developers and agencies. Enterprise clients, such as Vevo, receive custom pricing and dedicated service structures, which implies dedicated account management for complex, large-scale deployments. These relationships are crucial for driving adoption of advanced platforms like Wix Studio.

Priority customer care for Business Elite subscription tiers.

The Business Elite plan is positioned as the top offering for established, high-performing businesses needing maximum scalability. This tier explicitly includes Priority VIP phone support, allowing these customers to skip the queue for immediate resolution. The annual billing price for this tier starts at $55.00/month, though other billing cycles show a higher monthly equivalent, such as $159/month billed annually. Customers on this plan receive unlimited storage space and support for up to 100 collaborators, indicating a relationship designed for large operational teams.

Community engagement initiatives for the Partners ecosystem.

Wix.com Ltd. actively cultivates its Partner ecosystem through community initiatives. Beyond the general Partner Program growth of 18%, niche communities are seeing significant expansion. For example, specialized groups like Wix for Artists and Wix for Educators have tripled in membership since 2022. This focus on specialized communities helps foster deeper engagement and tailored support within those segments of the professional user base.

Finance: draft 13-week cash view by Friday.

Wix.com Ltd. (WIX) - Canvas Business Model: Channels

You're looking at how Wix.com Ltd. gets its product-the website building and business management platform-into the hands of its massive user base. The channels are a mix of self-service, professional networks, and marketing spend, all working to drive that subscription and transaction revenue.

The primary route remains the direct-to-consumer online platform. This is where the vast majority of the over 80 million monthly active sites originate. While over 58% of users start on a free plan, the conversion rate to paid tiers has still managed to increase by 9% over the last year. For the nine months ending September 30, 2025, Wix reported total revenue of $1,468.78 million, with the third quarter alone bringing in $505.2 million in revenue. The company's full-year 2025 revenue outlook is set between $1,990 - $2,000 million.

The platform's success in the U.S. DIY builder space is clear, holding a 43% market share. Traffic sources show that 65.61% of visits are direct, suggesting strong brand recognition, with 22.09% coming from organic search. For e-commerce, Wix powers approximately 3.5 million active stores globally.

The professional ecosystem is a critical secondary channel through the Wix Partners Program. This B2B channel, which includes agencies and freelancers, saw its revenue grow significantly. In Q3 2025, Partners revenue hit $192.1 million, marking a 24% year-over-year increase. This growth is supported by the overall Partner Program expansion of 18%. Furthermore, the newer, advanced platform, Base44, is accelerating this channel, serving over 2 million users and putting it on track for at least $50 million of Annual Recurring Revenue by the end of 2025.

Global digital advertising and search engine marketing directly feed the direct-to-consumer channel. To capture the demand seen in Q1 2025, Wix's non-GAAP sales and marketing expenses were $102 million for that quarter. The US remains a top traffic source, accounting for 23.08% of visits to Wix.

The Wix App Market serves as an extension of the core value proposition, allowing third parties to sell features. In Q1 2025, revenue attributed to the Wix App Market rose by 19.8%, generating over $140 million in partner-led income. The market itself hosts over 500+ popular apps.

Here's a quick look at how the main revenue components, which flow through these channels, stacked up in Q3 2025:

Revenue Component	Q3 2025 Amount (USD)	Year-over-Year Growth
Total Revenue	$505.2 million	14%
Creative Subscriptions Revenue	$356.2 million	12%
Business Solutions Revenue	$149.0 million	18%
Partners Revenue	$192.1 million	24%

It's important to note that Business Solutions revenue, which includes transaction revenue from e-commerce, saw strong growth. For context, in Q1 2025, Business Solutions revenue was $130.7 million. The growth in Partners revenue is outpacing the core Creative Subscriptions growth, which is a key trend in channel performance.

You should track the performance of Base44 closely, as its outperformance is expected to continue driving the overall bookings guidance higher, even as the core business mix shifts toward longer-term subscription packages.

Wix.com Ltd. (WIX) - Canvas Business Model: Customer Segments

You're looking at the core user base of Wix.com Ltd. (WIX) as of late 2025, and it's clear the platform serves a massive, diverse group, though the foundation remains firmly rooted in the smallest businesses.

Small Businesses and entrepreneurs (79% of active sites)

This is the bedrock of the Wix ecosystem. Small businesses, typically defined as having fewer than 10 employees, constitute a commanding majority of the platform's presence. Specifically, 79% of all active Wix sites globally are run by these small businesses in 2025. The top business categories for these users include health & wellness at 18%, personal services at 15%, and e-commerce at 14% of the sites. It's a massive volume of operations you're looking at here.

Self Creators (B2C) building personal or hobby websites

This segment includes individuals building personal brands, portfolios, or hobby sites. A significant portion of this group remains on the entry-level offering; over 58% of all Wix users opt for a free plan. However, the professional side of this group is substantial, with the "Wix for Freelancers" program supporting over 600,000 active participants globally. Women entrepreneurs make up 51% of all new site creators on Wix in 2025, showing a strong demographic trend in new sign-ups.

To give you a clearer picture of how these foundational segments stack up against the professional and emerging segments, here's a quick comparison based on the latest figures:

Customer Segment	Key Metric/Data Point (Late 2025)	Related Figure
Small Businesses/Entrepreneurs	Percentage of Active Sites	79%
Self Creators (B2C)	Active Freelancer Program Participants	Over 600,000
Agencies/Freelancers (Partners)	Wix Studio Accounts Served	Over 2 million
Mid-market/Enterprise	Institutions/Businesses Supported (Enterprise/Education)	Over 150,000
Non-developers (BASE44)	Total Users on AI Platform	Over 2 million

Agencies and professional freelancers (B2B Partners segment)

Wix.com Ltd. is actively increasing its focus on professionals who build sites for others. The dedicated platform for this group, Wix Studio, now serves over 2 million accounts. This segment is a high-growth area; for instance, partner revenue saw a 30% year-over-year increase in fiscal year 2024. This shows a clear strategic effort to capture revenue from those managing multiple client sites, which is a stickier, more predictable revenue stream than single self-creator subscriptions.

Mid-market and Enterprise clients using advanced solutions

While the core is SMB, Wix is pushing upmarket with dedicated solutions. The Wix for Education and Wix for Enterprise programs collectively support over 150,000 institutions and businesses as of 2025. This indicates a segment that requires more robust, scalable, and potentially custom features than the standard platform offers, representing an important avenue for higher Average Revenue Per User (ARPU).

Non-developers utilizing AI for application development (Base44 users)

This is the newest, fastest-growing segment, driven by the acquisition of the AI-powered app-building platform. BASE44 now serves over 2 million users, and its audience share surged to more than 10% of traffic in October 2025 alone. Management anticipates BASE44 will achieve at least $50 million in Annual Recurring Revenue (ARR) by the end of 2025. This group is key because it represents the democratization of software creation, moving beyond just websites into full-stack application building using natural language prompts.

Wix.com Ltd. (WIX) - Canvas Business Model: Cost Structure

You're looking at the hard numbers that drive Wix.com Ltd.'s operational spending as of late 2025. It's a story of heavy investment in future growth engines, which naturally puts pressure on near-term margins.

High investment in R&D, especially for AI and Base44 integration

Research and development spending is clearly a priority. For the three months ended September 30, 2025, GAAP Research and development expenses hit $172,025 thousand. Non-GAAP R&D expenses saw a planned increase, rising 7% compared to the second quarter of 2025, driven by overhead, AI integration, and other planned expenses. The acquisition of Base44 itself involved an expected $25 million in retention bonus payments for 2025, though these are excluded from non-GAAP metrics.

Significant sales and marketing expenses for customer acquisition

Acquiring new users and deploying the marketing strategy for the newly integrated Base44 required a significant spend increase. Third quarter non-GAAP Sales and marketing expenses jumped 23% sequentially. The GAAP Selling and marketing expense for Q3 2025 was $137,428 thousand. This acceleration was a result of branding and acquisition marketing investments made to capture stronger-than-expected demand.

Cost of revenues, resulting in a non-GAAP gross margin of 69% (Q3 2025)

The Cost of Revenues (CoR) is directly impacted by the new AI compute load. Specifically, AI processing and compute costs are being incurred to support ramping Base44 demand, which is front-end heavy as new users consume more AI tokens during their initial build phase. Despite this, the scalable, subscription-driven model held the line; total non-GAAP gross margin in Q3 2025 was 69%, down slightly from 70% in Q2 2025. For the full year 2025, the expectation for non-GAAP total gross margin is set between 68% to 69% of revenue.

Here's a look at the GAAP Cost of Revenues breakdown for the three months ended September 30, 2025:

Cost Component	Amount (In thousands)
Creative Subscriptions Cost of Revenues	$169,299
Business Solutions Cost of Revenues	$295,761
Total Cost of Revenues (GAAP)	$465,060

Non-GAAP operating expenses expected to be around 50% of 2025 revenue

The combined effect of increased R&D and S&M spending means the company is guiding for higher overall operating costs relative to revenue for the year. For the full year 2025, non-GAAP operating expenses are expected to be approximately 50% of revenue. In the third quarter, non-GAAP operating income was $90 million, representing 18% of revenue, though this figure excludes $35 million of acquisition-related expenses, primarily earn-out payments for the Base44 team.

Infrastructure and hosting costs for global platform operations

Infrastructure costs are embedded within the Cost of Revenues, as seen above, and are explicitly tied to the new AI workload. The company is incurring AI processing and compute costs to support the ramping Base44 demand. The total GAAP Operating expenses for Q3 2025 were $352,637 thousand.

• GAAP Research and development (Q3 2025): $172,025 thousand.
• GAAP Selling and marketing (Q3 2025): $137,428 thousand.
• GAAP General and administrative (Q3 2025): $43,184 thousand.
• Base44 acquisition earn-out payments (Q3 2025): $35 million.

Finance: draft 13-week cash view by Friday.

Wix.com Ltd. (WIX) - Canvas Business Model: Revenue Streams

You're looking at the core engine driving Wix.com Ltd.'s top line as of late 2025. The revenue streams are clearly segmented, showing where the platform is capturing value from its massive user base.

The foundation remains the recurring revenue from subscriptions. Creative Subscriptions (premium website plans) accounted for 70.5% of the total Q3 revenue. This segment is the sticky, predictable base for the entire operation.

To give you a clearer picture of that Q3 performance, here's the breakdown of the revenue segments:

Revenue Segment	Q3 2025 Revenue Amount	Year-over-Year Growth
Creative Subscriptions	$356.2 million	12%
Business Solutions	$149.0 million	18%
Partners Revenue	$192.1 million	24%
Transaction Revenue (part of Business Solutions)	$65.3 million	20%

The Business Solutions segment is showing excellent momentum, growing 18% year-over-year in Q3 2025. This growth is directly tied to the financial activity happening on the platform. Payments revenue, which is a key component here, is generated from transaction fees on the Gross Merchandise Volume (GMV) processed through services like Wix Payments.

Speaking of transaction fees, the underlying volume, or Gross Payment Volume (GPV), hit $3.7 billion in Q3, marking a 13% increase year-over-year. The transaction revenue itself was $65.3 million for the quarter, showing a 20% surge, which suggests an elevated take rate is helping boost that specific revenue line.

The channel partner ecosystem is also scaling rapidly. Partners revenue, which includes contributions from agencies and freelancers building sites for others, accelerated by 24% year-over-year in Q3 2025. This is a defintely strong indicator of professional adoption.

Looking at the full picture for the year, Wix.com Ltd. updated its full-year 2025 revenue outlook to anticipate revenue of up to $2.0 billion, reflecting growth between 13% and 14% year-over-year.

Here are some key takeaways on the growth drivers:

• Creative Subscriptions ARR reached $1.457 billion.
• Total Q3 2025 Revenue was $505.2 million.
• The acquisition of Base44 is expected to contribute at least $50 million in Annual Recurring Revenue (ARR) by year-end 2025.
• Total Q3 2025 Bookings were $515 million, up 14% year-over-year.

Finance: draft 13-week cash view by Friday.