WIX vs SHOP Stock Comparison: AI Score, Valuation, Performance and Upside
WIX and SHOP (Shopify) are both web platform companies serving online businesses, but with different focuses — Wix's general website builder for individuals and small businesses starting online, versus Shopify's dedicated commerce platform optimized for merchants selling products with deep e-commerce, payments, and fulfillment capabilities. Shopify has significantly larger revenue and market cap than Wix.
WIX vs SHOP is general-purpose website building for content and small businesses (Wix) versus dedicated e-commerce platform for product-selling merchants (Shopify) — both serve the web presence market but Shopify is more deeply embedded in the financial flows of commerce, giving it higher revenue per merchant.
SHOP holds the edge across 4 of 5 key metrics in this comparison. SHOP has delivered stronger 1-year price return (-0.84% vs -57.49%), though WIX has the better forward P/E setup (12.68x vs 52.44x 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 (+34.45%) 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 exposure to the website builder market with Wix's massive installed base and expansion into payments, bookings, and business management tools
- Value Wix's freemium model and brand awareness as generators of a large top-of-funnel for converting businesses as they grow
- See Wix's evolution from website builder to business platform (adding CRM, marketing, payments) as a path to higher average revenue per user
- Want the dominant e-commerce platform powering independent DTC brands with payments processing, fulfillment, and merchant services creating per-GMV revenue tied to the growth of online retail
- Value Shopify's ecosystem lock-in through its app marketplace, partner network, and deep integration into merchant operations as a powerful competitive moat
- See Shopify's upmarket move to Plus (enterprise) and international expansion as incremental growth catalysts on top of existing SMB merchant base
| Metric | WIX | SHOP |
|---|---|---|
| AI scorei | 31.3 | 72.4 |
| AI ranki | #2126 | #30 |
| Latest closei | $73.79 | $142.25 |
| 1M returni | -10.33% | -5.35% |
| 6M returni | -15.32% | +27.18% |
| 1Y returni | -57.49% | -0.84% |
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 | $4.25K (-57.5%) started 2025-09-25 | $9.92K (-0.8%) started 2025-09-25 |
| 5Y ago | $3.59K (-64.1%) started 2021-09-27 | $9.85K (-1.5%) started 2021-09-27 |
| 10Y ago | $16.89K (+68.9%) started 2016-09-26 | $329.28K (+3192.8%) started 2016-09-26 |
Hypothetical — past performance does not guarantee future results.
| Metric | WIX | SHOP |
|---|---|---|
| Market capi | $3.63B | $166.75B |
| Trailing P/Ei | N/A | 86.82 |
| Forward P/Ei | 12.68 | 52.44 |
| Price/Salesi | N/A | N/A |
| EV/Revenuei | 2.25 | 12.10 |
| Analyst targeti | $78.45 | $172.77 |
| Target upsidei | -9.51% | +34.45% |
| 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 | N/A |
| Payout ratioi | 0.00% | 0.00% |
| Dividend growth streaki | N/A | N/A |
| Betai | 0.94 | 2.62 |
| 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 0.38), 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 | -57.49% | -0.84% |
| CAGRi | -57.52% | -0.84% | |
| Volatilityi | 74.67% | 59.14% | |
| Sharpe ratioi | -0.83 | 0.21 | |
| Sortino ratioi | -1.13 | 0.29 | |
| Max drawdowni | 77.62% | 46.71% | |
| Current drawdowni | 59.16% | 20.54% | |
| Avg drawdowni | 52.69% | 23.34% | |
| Ulcer Indexi | 55.20% | 26.58% | |
| Max daily dropi | 27.10% | 15.62% | |
| Max wkly dropi | 34.39% | 22.56% | |
| 5Y | Growthi | -64.05% | -1.48% |
| CAGRi | -18.52% | -0.30% | |
| Volatilityi | 60.36% | 66.79% | |
| Sharpe ratioi | -0.11 | 0.26 | |
| Sortino ratioi | -0.16 | 0.39 | |
| Max drawdowni | 83.62% | 84.82% | |
| Current drawdowni | 70.10% | 20.54% | |
| Avg drawdowni | 46.38% | 48.30% | |
| Ulcer Indexi | 50.83% | 53.60% | |
| Max daily dropi | 27.10% | 18.59% | |
| Max wkly dropi | 34.39% | 34.38% | |
| 10Y | Growthi | +68.89% | +3192.82% |
| CAGRi | +5.38% | +41.85% | |
| Volatilityi | 56.05% | 59.56% | |
| Sharpe ratioi | 0.30 | 0.81 | |
| Sortino ratioi | 0.43 | 1.21 | |
| Max drawdowni | 88.55% | 84.82% | |
| Current drawdowni | 79.10% | 20.54% | |
| Avg drawdowni | 39.79% | 28.78% | |
| Ulcer Indexi | 49.45% | 38.89% | |
| 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 | Wix is a cloud-based web development platform that enables individuals and small businesses to create professional websites through its intuitive drag-and-drop builder — offering templates, e-commerce, SEO, marketing, and business management tools from a single platform. | Shopify is the leading global commerce platform for merchants — providing the storefront, payment processing (Shopify Payments), inventory management, fulfillment, marketing, and analytics tools that enable businesses from independent retailers to enterprise brands to sell online and in-store. |
| Investor focus | Investors track Wix's revenue growth, net revenue retention, freemium-to-paid conversion, premium subscriptions count, and the evolution of Wix's e-commerce and business services revenue mix versus pure website subscriptions. | Investors track Shopify's merchant solutions revenue (payment processing, shipping, capital), subscription revenue (merchant plan fees), gross merchandise volume (GMV) growth, and the evolution of operating leverage as Shopify scales its platform infrastructure. |
- Largest website builder platform globally by user count — tens of millions of websites built on Wix represent a very large installed base with switching costs from embedded content, SEO, and customization
- Freemium model (free basic Wix sites with paid premium upgrades) creates a massive top-of-funnel for converting businesses to paid subscriptions as they grow
- Expansion into payments, bookings, and business management tools creates higher revenue per user opportunity beyond website subscriptions
- Dominant e-commerce platform for DTC (direct-to-consumer) brands — Shopify has become the default choice for brands launching online stores, creating powerful network effects with developers, agencies, and app partners
- Shopify Payments (powered by Stripe) captures a larger share of merchant value — each payment processed generates revenue beyond the subscription fee, creating per-transaction income tied to GMV growth
- Merchant ecosystem of apps, partners, and developers creates a platform moat — thousands of third-party apps integrate with Shopify, making it more functional and harder for merchants to leave
- Wix's freemium model means a very large proportion of Wix users never convert to paid — monetization efficiency is a persistent strategic challenge
- Competition from Squarespace, WordPress.com, and increasingly Shopify (which has added general website building features) creates pressure on Wix's positioning
- Small business customer base is more economically sensitive than enterprise customers — small business spending on website tools can be cut quickly in recessions
- Shopify divested its fulfillment network in 2023 (sold to Flexport) after investing billions — the strategic pivot away from physical logistics reduces capital intensity but acknowledges limits to vertical integration
- Competition from Amazon (Marketplace as an alternative to independent DTC stores) and BigCommerce (enterprise alternative) for different merchant segments
- Enterprise Shopify Plus growth is key for revenue expansion — moving upmarket from SMBs to enterprise brands is the next phase but faces competition from Salesforce Commerce Cloud and other enterprise platforms
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