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Wix: Retention, Packaging, & Marketing Precision—The Customer Cohort Strategy Powering Long-Term ARR Growth!

Wix.com Ltd. recently reported its third quarter results for 2025, providing insights into both its traditional website building platform and its new AI-driven offerings, particularly through BASE44. The earnings call highlighted several key performance indicators, strategic shifts, and future challenges for the company. On the traditional side, Wix continues to maintain healthy growth. Core business metrics showed that new user cohort behaviors from earlier in the year persisted through Q3 and into October, showing consistency. Organic traffic growth is solid, attributed to increasing brand recognition and a strong presence in the web creation market. Moreover, users purchasing more advanced subscriptions and adopting additional business applications demonstrate trust in Wix, reflecting positively on customer retention and long-term engagement. BASE44, which operates under Wix’s umbrella, has emerged as a promising venture, contributing to Wix’s top-line growth. BASE44’s AI-powered app-building environment allows non-developers to create custom applications.