The money: sales up, profit and cash down
Wix is still selling more every quarter. But in the first half of 2026 it kept far less of what it sold. Every figure below is from Wix's own results, filed with the U.S. Securities and Exchange Commission.
| Q1 2026 | Q1 2025 | Q2 2026 | Q2 2025 | |
|---|---|---|---|---|
| Revenue growth, year over year | +14% | +15% | ||
| Bookings growth, year over year | +15% | +12% | ||
| Gross margin (non-GAAP) | 66% | 69% | 67% | 70% |
| Profit per share (non-GAAP, diluted) | $0.68 | $1.55 | $1.39 | $2.28 |
| Free cash flow | $75.0M | $142.4M | $52.6M | $147.7M |
| Free cash flow, excluding acquisition and restructuring costs | $112.3M | $142.4M | $61.2M | $147.7M |
- Across the first half of 2026, free cash flow fell from $290.1M to $127.6M, down 56%. Even excluding acquisition and restructuring costs, it fell 40%.
- Profit per share for the half fell from $3.83 to $2.07, down 46%.
- Coverage of Wix's results attributes the margin drop mainly to AI computing costs and investment in Base44, the AI app builder Wix bought in June 2025 for an initial US$80 million. Base44 reached about $150M in annual recurring revenue by May 2026.
- In May, Wix expected 2026 revenue and bookings to grow at a "mid-teens" rate. After a June update, it expects revenue growth in the "low- to mid-teens" and bookings in the "low-teens," citing "Partners softness": the web designers and agencies who build Wix sites for clients. It expects third-quarter revenue growth in the "low-double-digits."
- Wix booked $27.1M in restructuring costs in Q2 2026 for what it calls an "organizational realignment."
Sources: Wix Q1 2026 results and Q2 2026 results (SEC filings); Investing.com on the margin drop and Base44. First-half totals are the two quarters added together.
The stock
- Wix shares lost about 56% of their value in the first half of 2026 (Yahoo Finance).
- They fell about 27% after the Q1 2026 results on May 13 (Investing.com). Financial press called Wix "the latest victim of the AI trade", as investors worried that AI tools let anyone build a website without a website builder.
- Shareholders have sued Wix and three of its executives. See Lawsuits.
What customers are reporting
Two separate sources show the same thing: from mid-2025, a much bigger share of complaints about Wix are about renewal charges.
Renewal complaints about Wix, by quarter
On the Better Business Bureau
Wix has 936 complaints on its Better Business Bureau profile in the last three years, 407 of them in the last 12 months. Because of the volume, BBB publishes only about 1 in 5.
I went through all 276 published complaints, from October 2024 to April 2026:
| Period | Published complaints | About renewals | Share |
|---|---|---|---|
| Oct to Dec 2024 | 23 | 6 | 26% |
| Jan to Jun 2025 | 57 | 13 | 23% |
| Jul to Dec 2025 | 116 | 53 | 46% |
| Jan to Apr 2026 | 80 | 40 | 50% |
- 112 of the 276 are about renewal charges. Published renewal complaints went from about 2 a month to about 10 a month from mid-2025.
- About a dozen are from people who say they had turned off auto-renew or cancelled, and were charged anyway.
- In 19 of the 112 renewal complaints, the customer told BBB the matter was resolved to their satisfaction.
Method: I counted a complaint as "about renewals" if it mentions auto-renewal, renewal or recurring charges. Counts are from the complaints BBB has published on Wix's BBB profile, as of October 17, 2026.
On Trustpilot
Wix has 29,229 reviews on Trustpilot. 6,491 of them, 22%, give one star. Trustpilot lets a signed-in reader page back through 2,000 of them. I took every English-language one-star review in that window: 1,992 reviews, posted from April 4, 2025 to October 17, 2026. Each was read and sorted by what it's mainly about:
| Mainly about | Reviews | Share |
|---|---|---|
| Billing: renewals, charges and refunds | 954 | 48% |
| The editor, the product or Wix's AI tools | 401 | 20% |
| Customer support | 273 | 14% |
| Accounts locked, banned or hacked; Wix Payments holding money | 154 | 8% |
| Domains: transfers, connecting, name servers | 120 | 6% |
| Other | 90 | 5% |
Across the 1,992:
- 541 say Wix refused a refund. 90 more were still waiting on one.
- 202 say they got no renewal notice.
- 186 say the price jumped at renewal, often doubling or tripling.
- 183 say they had cancelled or turned off auto-renew and were charged anyway. 18 of them say auto-renew switched itself back on.
- 106 say they were charged before their renewal date.
- 205 say support is AI or bots, or that they couldn't reach a human.
The number of one-star reviews barely moved, at around 100 a month. What changed is what they're about. Billing went from about a third of them to about half from mid-2025, the same point where renewal complaints jump on the BBB:
| Quarter | One-star reviews | About billing | Share |
|---|---|---|---|
| Apr to Jun 2025 | 409 | 125 | 31% |
| Jul to Sep 2025 | 319 | 162 | 51% |
| Oct to Dec 2025 | 297 | 172 | 58% |
| Jan to Mar 2026 | 297 | 173 | 58% |
| Apr to Jun 2026 | 336 | 176 | 52% |
| Jul to Sep 2026 | 291 | 124 | 43% |
| Oct 1 to 17, 2026 | 43 | 22 | 51% |
I read the most recent 192 myself, line by line. 75 of those are about billing, and they're listed below with links to the original reviews.
See the 75 billing reviews from August 12 to October 17, 2026
Method: every review was read and given one main topic, plus a tag for each billing problem the reviewer describes. I read the most recent 192 myself; the rest were read by AI assistants working from the same written rules. On the 192 we both read, we gave the same main topic to 86%, and our counts of each billing problem were within about 20% of each other. These are individual accounts: Trustpilot says it doesn't fact-check reviews. Counted October 17, 2026.
On Reddit
The same stories come up again and again on r/WIX. These are individual accounts, not verified, but the patterns repeat:
- An email titled "Your Premium Plan has been Canceled," followed by a charge for three more years (September 2026).
- Auto-renew shown as off, renewal charged anyway (March 2026, December 2025).
- Renewals charged 19 to 30 days before the renewal date, with the refund window counted from the charge (July 2026, October 2026).
- Plans moved to a more expensive tier at renewal without opting in (December 2025).
- Refund requests put into a review of up to 45 business days (September 2025).
- People organizing to take Wix to court over these charges (August 2026).
Wix's own policies
- Refunds: "Wix offers a 14-day, money-back guarantee for new Premium or Studio site plans." Requests "for a plan renewal" are listed as not covered (Wix Help Center).
- Cancelling: the "Cancel plan" option turns off auto-renew. The plan keeps running to the end of the paid term.
- Disputes: Wix's Terms of Use require individual arbitration and a waiver of class actions, "unless prohibited by applicable law" where the customer lives. They choose the laws of Israel and the courts of Tel Aviv (Wix Terms of Use, sections 18 and 19).
- Where the law requires it, Wix does better: the same Terms give eligible users in Israel, on Light and Core plans, the right to cancel "for any reason and at any time," and Wix "will reimburse you with a proportional refund."
Lawsuits
- Mahallati v. Wix.com Ltd., U.S. District Court, Northern District of California, No. 3:26-cv-01134. A proposed class action on behalf of California customers. It alleges Wix raises renewal prices without consent and that "cancel at any time" is misleading when refunds only cover the first 14 days (Top Class Actions). These are allegations, not findings.
- Yappi v. Wix.com Ltd. et al., U.S. District Court, Northern District of Illinois, No. 1:26-cv-08852, filed July 2026. A securities class action against Wix, CEO Avishai Abrahami, CFO Lior Shemesh and President Nir Zohar. It alleges they overstated the appeal of Wix's AI products and understated what they cost, for the period February 19, 2025 to May 12, 2026 (complaint, case summary). These are allegations, not findings.
My case
- September 21, 2025: Wix emails me that "auto renew for the Basic plan for Jay Tarzwell has been turned off. The site will stay Premium until Oct 15, 2026."
- The same day: the site is transferred into my account from another Wix account (how Wix handles a transfer). Auto-renew is switched back on. I didn't do it, and Wix doesn't tell me.
- September 22, 2025 to September 25, 2026: no renewal reminder and no receipt from Wix.
- September 26, 2026: Wix charges CA$379.68 (CA$336.00 plus HST) for a two-year term starting October 15, 2026. That's 19 days before the term begins.
- October 16, 2026: refund requested with the cancellation email as proof. Denied about two hours later, no reason given.
- October 17, 2026: charge disputed with my card issuer; complaint filed with the Better Business Bureau.
Healthy companies don't need to hold on to $380 from a customer they've confirmed in writing has cancelled.
Wix's sales are still growing. But its profits and cash have shrunk sharply, its stock has halved, its forecasts have come down and its own shareholders are suing. Its original promise, a website without a developer, is something AI now gives anyone for free. I rebuilt this site with an AI agent and pay nothing to host it.
Over the same stretch, published complaints about renewal charges went up five times.
I can't prove those things are connected. I think they are. And I think Wix owes its customers an explanation.
Charged after you cancelled? Tell me what happened
Facts on this page are as of October 17, 2026 and come from the sources linked. I'm not a lawyer and this isn't legal or financial advice. I'm not affiliated with Wix.com Ltd. If anything here is wrong, email jay@barkerhrs.com and I'll correct it.