Wix delivered a positive second quarter, as reflected by a strong market response to its results. Management attributed the outperformance to accelerating adoption of its AI-powered creation tools and robust new user cohort behavior, particularly in key markets such as the U.S. and Europe. CEO Avishai Abrahami emphasized, “AI-driven advancements are lowering the barriers to digital creation,” resulting in more users leveraging the platform for sophisticated projects. The company also noted a healthy mix of high-intent and commerce-oriented users, with new offerings like Wix Capital and expanded partnerships contributing to improved monetization and retention.

Is now the time to buy WIX? Find out in our full research report (it’s free).

While we enjoy listening to the management's commentary, our favorite part of earnings calls are the analyst questions. Those are unscripted and can often highlight topics that management teams would rather avoid or topics where the answer is complicated. Here is what has caught our attention.

Our Top 5 Analyst Questions From Wix’s Q2 Earnings Call

• Ygal Arounian (Citi): asked whether vibe coding could replace Wix’s traditional editor or remain complementary. CEO Avishai Abrahami responded that vibe coding is complementary, particularly valuable for building applications, while visual editing remains essential for website design.
• Hoi-Fung Wong (Oppenheimer): pressed for details on BASE44’s contribution to bookings guidance. CFO Menashe Lior Shemesh clarified that most growth is from new user cohorts, and BASE44’s impact, while notable, is not the primary driver of guidance increases.
• Sang-Jin Byun (Jefferies): questioned the sustainability of new cohort strength. President Nir Zohar explained that favorable trends began in Q2 and have persisted into Q3, giving management confidence in ongoing momentum.
• Andrew M. Boone (Citizens JMP Securities): inquired about the potential for AI to broaden Wix’s product suite. Abrahami affirmed that AI is expanding market reach and enabling the company to offer new solutions, with plans to continue developing additional AI-powered products.
• Bradley D. Erickson (RBC Capital Markets): asked about the impact of declining organic search traffic and AI-driven changes to web discovery. Abrahami acknowledged a slight decline in traditional search but emphasized the importance of new tools for visibility in large language model (LLM)-based search environments.

Catalysts in Upcoming Quarters

Looking ahead, our analysts will be watching (1) the pace and quality of new user cohort growth as a signpost for future revenue acceleration; (2) the adoption and monetization of AI-driven features, including generative engine optimization and marketing agents; and (3) the integration and scaling of BASE44 as it targets new markets. Execution in commerce and financial services, along with evolving user retention trends, will also be closely tracked as indicators of sustained momentum.

Wix currently trades at $117.50, down from $127.85 just before the earnings. At this price, is it a buy or sell? The answer lies in our full research report (it’s free).

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