AI Summary
About
Wix is a website-building and business platform that lets any individual or business create a professional website through drag-and-drop editing, an AI website builder, hosting, ecommerce, scheduling and built-in marketing tools. The pitch on the pricing page is that “Creating your own website is free” — you build on a free plan and choose a paid Premium plan when you are ready to connect a custom domain, remove Wix branding and unlock storage, ecommerce and marketing capacity.
Wix serves three broad audiences from largely the same catalog. Individuals and small businesses buy the consumer Premium plans (Light, Core, Business, Business Elite) directly on wix.com/plans. Designers, developers and agencies use Wix Studio — a free professional workspace where the agency purchases the same Premium plans per client site. Large organizations that need to manage many sites, brands or partner networks are routed to Wix Enterprise, a sales-led, book-a-demo motion with no public list price.
The AI website builder is bundled into every plan rather than sold as a separate add-on, and every plan (including several Premium tiers) includes a custom domain, reliable hosting, AI creation tools and 24/7 customer care. All purchases carry a 14-day money-back guarantee.
Pricing summary : flat per-site website plans with a free tier and free agency workspace
Wix uses a tiered, per-site subscription with three dimensions:
- Consumer Premium plans (per site): A free plan at $0, then four paid tiers — Light $17/mo, Core $29/mo, Business $39/mo (marked RECOMMENDED) and Business Elite $159/mo. Prices shown are for yearly subscriptions paid upfront; monthly billing is selectable at purchase. Higher tiers unlock storage (2 GB → 50 GB → 100 GB → unlimited), ecommerce depth, marketing suite and site-collaborator seats (2 → 5 → 10 → 100).
- Wix Studio (agencies): The professional Studio workspace is free; agencies and freelancers pay by purchasing the same consumer Premium plans on a per-client-site basis, plus partner-program benefits.
- Wix Enterprise (multi-site orgs): Sales-led, custom quote (book a demo) — no public list price — adding multi-site management, SSO, a 99.99% uptime SLA and enterprise-grade security/governance.
What makes this different: the AI website builder is bundled into every plan rather than metered or sold as an add-on, and the same Premium price list serves both individual buyers and agencies (per client site) instead of a separate agency SKU.
Pricing by product
Wix Premium (consumer website plans)
Prices are the yearly-subscription figures shown on wix.com/plans (USD reference), paid upfront. Every plan includes a custom domain (Premium tiers add a free domain for 1 year), reliable web hosting, AI creation tools and 24/7 customer care.
| Tier | Price | Included | Key mechanics |
|---|---|---|---|
| Free | $0 | Hosting, drag-and-drop + AI builder, 1000’s of templates; Wix-branded domain, no custom domain | No credit card required; upgrade to connect a domain |
| Light | $17 / mo | Free domain 1 year, 2 GB storage, light marketing suite, 2 site collaborators | Entry paid tier — “get the basics” |
| Core | $29 / mo | 50 GB storage, basic eCommerce + accept payments, scheduling and services, 5 collaborators | First tier that unlocks selling |
| Business | $39 / mo | 100 GB storage, standard eCommerce + standard marketing suite, scheduling, 10 collaborators | Marked RECOMMENDED on the pricing page |
| Business Elite | $159 / mo | Unlimited storage, advanced eCommerce + advanced marketing, advanced developer platform, 100 collaborators | Top self-serve tier; adds developer platform |
Wix Studio (agencies & freelancers)
| Tier | Price | Included | Key mechanics |
|---|---|---|---|
| Studio Workspace | Free | Professional design + development workspace for agencies and freelancers | Free to work in; monetized per client site |
| Per client site | Premium plans | Purchase the same consumer Premium plans (Light → Business Elite) per site | wix.com/studio/pricing redirects to /plans |
Wix Enterprise (multi-site organizations)
| Tier | Price | Included | Key mechanics |
|---|---|---|---|
| Wix Enterprise | Custom | Multi-site management, SSO + workflow approvals, 99.99% uptime SLA, enterprise-grade security & governance | Sales-led; book a demo, no public list price |
Sales motions across products: PLG / self-serve for the Free and Premium plans (and for agencies via Wix Studio, per client site); sales-led for Wix Enterprise (book a demo, custom quote).
Hidden costs : the domain renewal, per-app add-ons and agency-side plan stacking
The Premium plan price is only part of a Wix bill. The plan buys the platform, but a real business site layers on a domain that renews at market rate, third-party apps from the Wix App Market, transaction fees on the payment side, and — for agencies — one plan per client site. Two representative examples.
Small business on Business ($39/mo) after the first year
| Line item | Monthly cost |
|---|---|
| Business plan (yearly, paid upfront) | $39 |
| Custom domain renewal (free year 1, ~$15–$20/yr after) | ~$1.50 |
| Professional business email (per mailbox add-on) | ~$6 |
| A paid App Market app (booking / reviews / email mktg) | ~$10–$30 |
| Typical total (year 2+) | ~$56–$76 |
The headline $39 understates the real run-rate: the free-domain voucher is a first-year promotion that “cannot be used to renew,” and email plus a couple of App Market subscriptions can add 40–90% on top of the plan itself.
Agency running 10 client sites on Wix Studio
| Line item | Monthly cost |
|---|---|
| Wix Studio workspace | $0 |
| 10 × Core plan (one Premium plan per client site) | $290 |
| Total | $290 |
The “free” agency workspace is genuinely free to design in, but revenue scales linearly with client sites — ten Core sites is $290/mo, and the agency (or its client) still funds domains, email and apps per site on top.
Want to estimate your own Wix bill? Use the Wix pricing calculator to model your monthly cost across plan tier, number of sites, storage needs and add-ons.
Pricing evolution : from the 2024 four-tier restructure to steady capacity and price nudges
Wix’s modern /plans page dates to the early-2024 restructure that collapsed the old Combo/Unlimited/VIP and Business Basic/Unlimited/VIP ladders into a single four-tier Premium list — Light, Core, Business, Business Elite. Since then the changes have been incremental: capacity bumps (collaborator seats), a single headline price nudge on the Business tier, and packaging tweaks that pull AI and the free plan onto the page.
Cadence
| Quarter | Price changes | Product / SKU additions | Notes |
|---|---|---|---|
| 2024 Q2 | 0 | 1 | 2024-04 snapshot confirms the four-tier Light/Core/Business/Business Elite Premium list live at /plans; Business $36, Business Elite $159 with 15 collaborators. |
| 2024 Q4 | 0 | 0 | 2024-12 — Business Elite collaborators lifted 15 → 100; the all-plans strip swaps “No Wix branding” for “AI creation tools.” |
| 2025 Q3 | 1 | 0 | 2025-07 — RECOMMENDED Business tier raised $36 → $39/mo; Core, Light and Business Elite unchanged. |
| 2026 Q2 | 0 | 1 | 2026-06 — a Free $0 plan card is surfaced directly in the /plans grid; “AI website builder” becomes the lead foundation feature. |
Tracked range: 2024-04–2026-08. Quarters not listed above were verified stable (0 price changes, 0 SKU additions) across the monthly Wayback snapshots.
Notable changes
- 2024-04 —
wix.com/plansshows the four-tier Premium restructure (Light $17 / Core $29 / Business $36 / Business Elite $159), replacing the legacy Combo/Unlimited/VIP naming (wix.com/plans via Wayback). - 2024-12 — Business Elite site-collaborator allowance jumps from 15 to 100 seats; “AI creation tools” is promoted into the all-plans inclusion strip.
- 2025-07 — Business tier list price rises from $36/mo to $39/mo (verified between the June and July 2025 snapshots).
- 2026-06 — a Free ($0, “no credit card required”) plan card is added to the
/plansgrid and the AI website builder is framed as the lead capability (“create your site from a single prompt”).
What’s unique : bundled AI, one price list for two audiences, capacity-not-usage tiers
1. AI is bundled, not metered. Wix ships one of the oldest AI website generators in the market — Wix ADI launched in 2016 — and its descendants (the AI site generator and AI Assistant) are folded into every plan at no incremental charge, including the free tier. That is the opposite of the pure usage-based AI pricing most 2025-era tools adopted, where generation is metered in credits or tokens. Wix instead uses AI as a subscription hook: the free plan’s headline capability is “create your site from a single prompt.”
2. One price list serves both individuals and agencies. There is no separate agency SKU. Wix Studio hands designers, developers and agencies a free professional workspace, and monetizes by having them buy the same consumer Premium plans (Light through Business Elite) per client site. That collapses what most platforms split into “creator” and “partner” price lists into a single, transparent published subscription ladder — the agency’s unit economics are just N × a consumer plan.
3. Tiers gate capacity, not consumption. Buyers move up the ladder because they hit a ceiling on storage (2 GB → 50 GB → 100 GB → unlimited) or site-collaborator seats (2 → 5 → 10 → 100), or because they need deeper ecommerce and marketing. Nothing is billed per pageview, per visitor or per API call — a deliberately predictable model for a mass-market, self-serve audience that would churn on a surprise overage bill.
4. The paywall is deferred to the domain moment. Wix leads with “Creating your own website is free” and only forces a Premium decision when the user wants to connect a custom domain and remove Wix branding. The free-domain voucher (first year only, new domains only) is the carrot that converts free builders into annual subscribers.
Strengths & weaknesses
| Strengths | Weaknesses |
|---|---|
| Fully public, self-serve price list — four tiers you can read and compare in seconds | Displayed prices are yearly-paid-upfront; monthly billing is pricier and chosen only at checkout, not shown on /plans |
| AI website builder bundled into every plan (incl. free) — no metered AI surprises | Heavy geo-pricing: /plans renders local currency by IP, so the “USD reference” is not what many buyers actually pay |
| Predictable capacity tiers (storage + seats) instead of per-visitor overages | Real cost creeps via domain renewal, per-mailbox email and paid App Market apps not in the plan price |
| Free plan + free-domain voucher lower the barrier and defer the paywall | Agency economics scale linearly — Wix Studio is free, but every client site is another full Premium plan |
| Enterprise adds real governance (SSO, 99.99% SLA, multi-site management) | Enterprise pricing is entirely opaque (book-a-demo only), unlike the transparent Premium ladder |
Billing UX : named controls on the Wix plans and checkout flow
- “Start for Free” primary CTA — the whole
/planspage funnels to building on the free plan first, with paid upgrade deferred until a domain/branding decision. - Yearly-vs-additional-periods selection — displayed prices are for yearly subscriptions paid in full; the footnote states “Additional subscription periods are available,” with monthly and multi-year chosen on the purchase page rather than via a toggle on
/plans. - “Compare Plan Features” expander — links from the plan cards to a full feature-comparison matrix across the five plans.
- 14-day money-back guarantee — displayed as a banner above the plans, applied to Premium purchases.
- Free-domain voucher qualifier — most Premium plans include a 1-year free domain voucher that is “only valid with a purchase of a new domain from Wix and cannot be used to renew or extend a domain you already own.”
- Location-based pricing/currency notice — “Prices and currency vary by location. USD prices displayed for reference only,” with final price and applicable taxes shown on the purchase page before payment.
- Book-a-demo / Get-in-Touch path — Wix Enterprise and Studio agency buyers are routed to a sales contact flow instead of self-serve checkout.
Strategic wins : how bundling AI and one price list compound
1. Bundling AI as a free-plan hook instead of a metered add-on
By folding AI generation into the subscription — free plan included — Wix turned a cost center into an acquisition engine. New users experience “site from a prompt” before they pay anything, and the value metric that actually gates the paywall (custom domain, branding removal, storage) stays simple and predictable. That avoids the metered-AI friction that pushes buyers to model their bill line by line, which is exactly the anxiety our usage-based pricing fundamentals guide warns can stall self-serve conversion.
2. Collapsing agency and consumer pricing into one ladder
Wix Studio’s free workspace + per-client-site Premium plans means Wix never had to build, price or defend a separate partner SKU. Agencies get transparent, poolable economics (N sites × a known plan) and Wix captures revenue that scales with agency success. It is a cleaner take on the land-and-expand SaaS motion than seat-based agency tiers, because expansion happens automatically as the agency adds clients.
3. Keeping the Premium ladder fully public and legible
Four tiers, plain-English differentiators (storage, ecommerce depth, seats), and a “RECOMMENDED” flag on the Business tier make the page skimmable — the kind of clarity that sidesteps the value-metric confusion that muddies so many pricing pages. Transparency here is a conversion asset in a category (website builders) where buyers comparison-shop against Squarespace, Webflow and Shopify in the same session.
Areas to improve : monthly-price transparency and true-cost clarity
1. Show the real monthly price on the page
/plans displays only the yearly-paid-upfront figure; the higher monthly rate is revealed at checkout. That is a defensible conversion tactic, but it means the “$17/mo” and “$39/mo” headlines aren’t what a month-to-month buyer pays. A visible yearly/monthly toggle (as Squarespace and Webflow offer) would set expectations earlier and reduce checkout drop-off from sticker surprise.
2. Surface the year-2 domain and add-on cost
The free-domain voucher is first-year-only and “cannot be used to renew,” yet nothing on the plan card signals the ~$15–$20/yr renewal or the per-mailbox email and App Market costs that most real sites incur. A small “typical add-ons” line or a link to a total-cost estimate would pre-empt the “why did my bill go up in year two” complaints that recur in community threads.
3. Give agencies a poolable volume mechanic
Because Wix Studio agencies buy one full Premium plan per client site, costs scale linearly with no volume relief. A partner-tier discount or a poolable-storage/seat construct — the kind of volume mechanic that rewards scale, a common step in a SaaS pricing migration — would make Wix stickier for agencies weighing Webflow’s workspace seats or a self-hosted stack.
Key takeaways
- Bundle AI when it’s an acquisition hook, meter it when it’s the value. Wix gives away AI generation on every plan because the site itself — not the AI — is what buyers pay to keep online. If AI is your top-of-funnel demo, bundling it removes friction; if AI is the delivered outcome, meter it.
- A single transparent ladder can serve two audiences. By making agencies buy the same consumer plans per client site, Wix avoids maintaining and defending a separate partner price list while still capturing expansion revenue as agencies grow.
- Capacity tiers beat consumption meters for mass-market self-serve. Storage and seat ceilings are predictable and easy to reason about; per-visitor or per-call overages would generate the surprise bills that churn a price-sensitive, non-technical audience.
- Defer the paywall to the moment of committed intent. “Free to build, pay to connect a domain” times the ask to when the user is most invested, and the first-year free-domain voucher converts that intent into an annual subscription.
- Public prices are a competitive weapon in comparison-shopped categories. Legible four-tier pricing lets Wix win the side-by-side against Squarespace, Webflow and Shopify — while its Enterprise tier stays deliberately quote-only where deals are negotiated.
UBP implications
- Bundled-AI is a viable counter-position to metered-AI. As most 2025-era tools moved AI onto credit and token meters, Wix’s decision to keep AI inside a flat subscription shows that when AI is a feature of a broader product (not the product), bundling can out-convert metering for self-serve buyers.
- Per-unit-of-work-delivered pricing scales without a usage meter. Wix Studio’s “one plan per client site” is effectively outcome-adjacent — the agency pays per shipped site — a quieter cousin of the outcome-based pricing shift sweeping AI tools, proving you can get linear, expansion-friendly economics from a subscription unit without instrumenting real-time usage.
- Transparency and freemium remain the strongest self-serve growth levers. A free tier plus a fully public ladder does the qualifying that a metered model would push onto a usage dashboard; the pricing page itself is the funnel.
Sources
- Wix Premium plans (
wix.com/plans) (accessed 2026-08-11) - Wix Studio (accessed 2026-08-11)
- Wix Enterprise (accessed 2026-08-11)
- Wix Help Center — plans & billing (accessed 2026-08-11)
- Wix blog (accessed 2026-08-11)
Bottom line
Wix runs a deliberately simple, fully public four-tier Premium ladder — Light $17, Core $29, Business $39, Business Elite $159/mo — on top of a free plan, with the AI website builder bundled into every tier rather than metered. It grows by deferring the paywall to the domain moment, and it monetizes agencies through the same price list one site at a time. The pricing has been stable since the 2024 restructure, with only a modest Business-tier bump ($36→$39) and capacity increases along the way.
Want to compare Wix against other website-builder and horizontal-SaaS pricing? Browse the pricing blueprint.
Pricing timeline : Major events on a vertical axis
Each milestone below corresponds to a public pricing change, product launch, or material adjustment. Major events use a filled marker; minor adjustments use a faded one.
Current state — free tier + four Premium plans + free agency workspace
Wix Premium plans captured in USD (yearly): Free $0, Light $17/mo, Core $29/mo, Business $39/mo (RECOMMENDED), Business Elite $159/mo. Wix Studio workspace free (Premium plans per client site); Wix Enterprise is a custom quote (book a demo, 99.99% uptime SLA, SSO, multi-site management).
Free $0 plan card added directly to the /plans grid
A Free tier ('No credit card required', $0) was surfaced as a card in the /plans grid itself (verified absent through May 2026, present from June 2026). The lead foundation feature is now the 'AI website builder — create your site from a single prompt', reinforcing AI as the free-plan hook.
Business tier raised $36 → $39/mo
The RECOMMENDED Business tier rose from $36/mo to $39/mo between the June and July 2025 snapshots (Core held at $29, Light at $17, Business Elite at $159). The June 2025 page still showed 'Built-in AI features' as the lead foundation capability.
Business Elite collaborators jump 15 → 100; AI creation tools enter the plan bundle
Business Elite's site-collaborator seats increased from 15 to 100 (verified vs the April 2024 snapshot). The all-plans strip now reads 'Custom domain · Reliable web hosting · AI creation tools · 24/7 customer care' — AI moved into the headline inclusion. Headline prices unchanged (Business still $36/mo, Business Elite $159/mo).
wix.com/plans live with the four-tier Premium restructure
The canonical /plans page shows the Light/Core/Business/Business Elite naming that replaced Wix's older Combo/Unlimited/VIP + Business Basic/Unlimited/VIP ladders. Captured USD (yearly): Light $17/mo, Core $29/mo, Business $36/mo (RECOMMENDED), Business Elite $159/mo. All-plans strip reads 'Custom domain · No Wix branding · 24/7 customer care'; no Free card is shown in the grid, and Business Elite includes 15 collaborators.
- · Wix shipped one of the web's first AI website generators — Wix ADI (Artificial Design Intelligence) — back in 2016, nearly a decade before the current 'AI site builder' wave; today's AI site generator and AI Assistant are its descendants, bundled into every plan at no extra charge.
- · The same four-tier Premium price list (Light/Core/Business/Business Elite) is what an agency pays too: Wix Studio's professional workspace is free and agencies simply buy those consumer plans per client site — there is no separate agency SKU.
- · Wix (NASDAQ: WIX) is a public company that crossed ~$1.76B in 2024 revenue, yet it still leads its pricing page with 'Creating your own website is free' and defers the paywall to the moment you connect a custom domain.
Questions & answers
- How much does Wix cost per month?
- Wix has a free plan at $0 and four paid Premium tiers priced for yearly subscriptions paid upfront: Light $17/mo, Core $29/mo, Business $39/mo (marked RECOMMENDED) and Business Elite $159/mo. Prices and currency vary by location, and monthly billing (at a higher rate) is selectable at purchase.
- Is the Wix AI website builder free or an add-on?
- The AI website builder is bundled into every Wix plan, including the free plan — it is not metered or sold as a separate add-on. You can generate a site from a single prompt and then refine it in the drag-and-drop editor on any tier.
- What is the difference between Wix and Wix Studio pricing?
- Wix Studio is a free professional workspace for designers, developers and agencies; there is no separate Studio price list. Agencies build in Studio and then purchase the same consumer Premium plans (Light through Business Elite) on a per-client-site basis, plus partner-program benefits.
- Does Wix have a truly free plan?
- Yes. You can build and host a site on the free plan with no credit card, but it carries Wix branding and a Wix-branded domain (no custom domain). You upgrade to a Premium plan when you want to connect your own domain, remove branding and unlock storage, ecommerce and marketing capacity.
- How much does Wix Enterprise cost?
- Wix Enterprise has no public list price — it is a sales-led, book-a-demo motion. It adds centralized multi-site management, SSO and workflow approvals, a 99.99% uptime SLA and enterprise-grade security and governance for organizations running many sites, brands or partner networks.
- Has Wix raised its prices recently?
- Yes. Wayback snapshots show the Business tier rose from $36/mo to $39/mo in mid-2025, and Business Elite's site-collaborator allowance jumped from 15 to 100 seats in late 2024. Light ($17) and Core ($29) headline prices have held steady across that window.