Wix is one of the most widely used website builders globally. It targets non-technical users who want a professional website without writing code, using a drag-and-drop editor with hundreds of templates.
The editor allows freeform placement of elements including text, images, galleries, forms, and video — giving more visual flexibility than grid-based builders like Squarespace. Wix App Market extends functionality with booking systems, live chat, email marketing, and third-party integrations.
The free plan includes hosting and a Wix subdomain. Paid plans starting at $17/month remove Wix ads and provide a custom domain. Core at $29/month adds e-commerce for up to 5 products. Business at $39/month unlocks full e-commerce including unlimited products and abandoned cart recovery.
AI tools are built into the platform — Wix ADI generates a basic site from a description, and AI text and image tools assist with content.
The main weakness is migration lock-in. Wix sites cannot be migrated to another platform. For businesses expecting significant growth or wanting developer control, WordPress or Webflow are better long-term choices.