WIX vs SHOP: Wix vs Shopify Stock Comparison: AI Score, Valuation, Performance and Upside
Wix is an SMB website builder pivoting toward e-commerce and business services, while Shopify is the dominant all-in-one commerce platform that has become essential infrastructure for the global independent merchant ecosystem. Shopify is the stronger commerce platform; Wix is an SMB website creator with e-commerce ambitions at a lower valuation.
WIX vs SHOP is SMB website creation expanding into e-commerce versus the world's leading independent commerce platform — Wix wins if business services and e-commerce transaction revenue scale within its massive SMB website base; Shopify wins if GMV growth and merchant solutions attach sustain its commerce platform leadership.
SHOP holds the edge across 4 of 5 key metrics in this comparison. SHOP has delivered stronger 1-year price return (+14.04% vs -40.19%), though WIX has the better forward P/E setup (12.68x vs 69.61x for SHOP). SHOP leads on both revenue growth (33.70%) and operating margin (17.55%), suggesting a stronger fundamental setup on both dimensions. Analyst consensus implies meaningfully more upside for SHOP (+1.87%) than for WIX (-9.51%).
Human Wall Street analysts' price targets, typically implying a ~12-month view — a separate signal from this site's own AI Prediction Signal further down the page, which is a 5-/30-day machine-learning forecast based on price history alone.
- want SMB web platform exposure with e-commerce and business services revenue expansion
- prefer Wix's lower valuation multiple relative to Shopify's premium GMV-based pricing
- value Wix's strong FCF generation as evidence of sustainable SMB subscription pricing power
- believe Wix can close the e-commerce capability gap with Shopify within its existing user base
- prefer the world's dominant independent merchant commerce platform at scale
- value Shopify's merchant solutions ecosystem that creates revenue leverage as GMV grows
- believe Shopify's brand, app ecosystem, and multi-channel capabilities create durable competitive advantages
- are comfortable paying a premium multiple for Shopify's long-term commerce infrastructure opportunity
| Metric | WIX | SHOP |
|---|---|---|
| AI scorei | 31.8 | 69.2 |
| AI ranki | #1985 | #44 |
| Latest closei | $81.14 | $178.14 |
| 1M returni | -1.74% | +37.18% |
| 3M returni | +53.70% | +42.44% |
| 6M returni | +18.11% | +40.33% |
| 1Y returni | -40.19% | +14.04% |
How much would $10,000 be worth today if invested at the start of each period, with all dividends reinvested?
| Period | WIX | SHOP |
|---|---|---|
| 1Y ago | $5.98K (-40.2%) started 2025-10-15 | $11.4K (+14.0%) started 2025-10-15 |
| 5Y ago | $4.29K (-57.1%) started 2021-10-15 | $12.5K (+25.0%) started 2021-10-15 |
| 10Y ago | $18.48K (+84.8%) started 2016-10-17 | $423.94K (+4139.4%) started 2016-10-17 |
Hypothetical — past performance does not guarantee future results.
| Metric | WIX | SHOP |
|---|---|---|
| Market capi | $3.63B | $221.7B |
| Trailing P/Ei | N/A | 115.44 |
| Forward P/Ei | 12.68 | 69.61 |
| Price/Salesi | N/A | N/A |
| EV/Revenuei | 2.25 | 16.21 |
| Analyst targeti | $78.45 | $174.04 |
| Target upsidei | -9.51% | +1.87% |
| Metric | WIX | SHOP |
|---|---|---|
| Revenue growthi | 14.90% | 33.70% |
| Earnings growthi | N/A | 68.10% |
| EPS growthi | N/A | +68.10% |
| FCF margini | +20.73% | +11.97% |
| Operating margini | -5.62% | 17.55% |
| Profit margini | -8.19% | 14.53% |
| ROIC proxyi | N/A | 15.54% |
| Return on equityi | N/A | 15.54% |
| Dividend yieldi | N/A | 0.00% |
| Payout ratioi | 0.00% | 0.00% |
| Dividend growth streaki | N/A | N/A |
| Betai | 0.94 | 2.63 |
| Debt/equityi | N/A | 1.40 |
| Current ratioi | 0.61 | 5.35 |
| Quick ratioi | 0.56 | 3.72 |
Over the past year, WIX and SHOP have moved weakly in the same direction (correlation of 0.40), based on daily returns.
Lower drawdown and smaller single-period drops generally indicate a smoother ride, though they do not guarantee lower future risk.
| Period | Metric | WIX | SHOP |
|---|---|---|---|
| 1Y | Growthi | -40.19% | +14.04% |
| CAGRi | -40.21% | +14.05% | |
| Volatilityi | 74.15% | 58.56% | |
| Sharpe ratioi | -0.38 | 0.44 | |
| Sortino ratioi | -0.53 | 0.64 | |
| Max drawdowni | 72.22% | 46.71% | |
| Current drawdowni | 44.25% | 0.60% | |
| Avg drawdowni | 44.09% | 23.66% | |
| Ulcer Indexi | 47.37% | 26.69% | |
| Max daily dropi | 27.10% | 15.62% | |
| Max wkly dropi | 34.39% | 22.56% | |
| 5Y | Growthi | -57.13% | +25.05% |
| CAGRi | -15.58% | +4.57% | |
| Volatilityi | 60.51% | 66.85% | |
| Sharpe ratioi | -0.05 | 0.33 | |
| Sortino ratioi | -0.07 | 0.50 | |
| Max drawdowni | 83.62% | 84.82% | |
| Current drawdowni | 67.12% | 0.60% | |
| Avg drawdowni | 46.34% | 48.35% | |
| Ulcer Indexi | 50.80% | 53.61% | |
| Max daily dropi | 27.10% | 18.59% | |
| Max wkly dropi | 34.39% | 34.38% | |
| 10Y | Growthi | +84.83% | +4139.41% |
| CAGRi | +6.34% | +45.49% | |
| Volatilityi | 56.20% | 59.63% | |
| Sharpe ratioi | 0.31 | 0.85 | |
| Sortino ratioi | 0.45 | 1.28 | |
| Max drawdowni | 88.55% | 84.82% | |
| Current drawdowni | 77.02% | 0.60% | |
| Avg drawdowni | 40.25% | 28.82% | |
| Ulcer Indexi | 49.81% | 38.91% | |
| Max daily dropi | 27.10% | 18.59% | |
| Max wkly dropi | 34.39% | 34.38% |
| Category | WIX | SHOP |
|---|---|---|
| Company | Wix.com Ltd. | Shopify Inc. |
| Sector | Technology | Technology |
| Industry | Software - Infrastructure | Software - Application |
| Core business | Cloud-based website creation platform for individuals and small businesses. Wix earns subscription revenue from business plans and transaction fees from its e-commerce, payments, and booking services. Wix competes with Squarespace and Weebly for SMB website creation. | Global commerce platform enabling merchants of all sizes to create online stores, manage inventory, process payments (Shopify Payments), and sell across channels including social media, physical retail, and marketplaces. Shopify's merchant solutions include fulfillment, lending, and shipping. |
| Investor focus | Premium subscription growth, revenue per user expansion from e-commerce and business services, and free cash flow generation. | Gross merchandise volume (GMV) growth, merchant solutions attachment (Payments, Fulfillment, Capital), monthly recurring revenue from subscriptions, and operating leverage improvement. |
- Wix's intuitive drag-and-drop builder lowers the barrier to website creation for non-technical SMB owners
- Wix Payments, Wix Bookings, and Wix Stores expand monetization beyond subscription fees into transaction-based revenue
- Strong FCF generation demonstrates pricing power and scalable business model among SMB web platform companies
- Shopify is the dominant all-in-one commerce platform for independent merchants and DTC brands globally
- Merchant Solutions revenue (Payments, Fulfillment, Capital) scales with GMV — creating a business that grows automatically as merchants succeed
- Shopify's ecosystem of 10,000+ apps and partners creates lock-in by embedding essential business tools within the Shopify platform
- Shopify directly competes in the e-commerce functionality that increasingly drives Wix adoption by merchants
- Squarespace and GoDaddy's Website Builder compete for the same SMB website creation market
- Wix's free tier is a customer acquisition tool but conversion rates to premium plans are the key metric
- Amazon competes for Shopify's merchants through Marketplace and Buy with Prime integration
- Shopify's fulfillment network buildout has been costly and challenging to execute profitably
- Enterprise market (Shopify Plus) requires execution against Salesforce Commerce Cloud and Adobe Commerce
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