Wix.com stock price target raised to $255 by Scotiabank on monetization strategy

Published 07/08/2025, 13:30
© Rafael Henrique / SOPA Images/Si via Reuters Connect

Investing.com - Scotiabank (TSX:BNS) raised its price target on Wix.com (NASDAQ:WIX) to $255.00 from $250.00 on Thursday, while maintaining a Sector Outperform rating following the company’s second-quarter 2025 results. According to InvestingPro analysis, Wix.com appears undervalued at current levels, with analysts’ targets ranging from $166 to $250.

The website building platform demonstrated a shift in its business model toward monetization quality, product attachment, and AI-led upsell strategies rather than focusing primarily on customer expansion. Despite headline bookings growth not re-accelerating, Wix showed revenue engine evolution through longer-duration subscriptions, increased app attachment, higher-value Studio adoption, and early AI monetization. The company’s revenue grew by 13% year-over-year, with an impressive gross margin of 68.4%.

Base44, Wix’s recently acquired vibe coding company, is already contributing to bookings and is expected to reach $40-55 million in annual recurring revenue without negatively impacting the company’s financial model.

Wix maintained strong financial metrics with free cash flow margin exceeding 30% again and gross margin expanding 70 basis points quarter-over-quarter, indicating the company can invest in newer monetization channels while maintaining efficiency. InvestingPro data reveals the company generated over $516 million in levered free cash flow over the last twelve months, with 15+ additional key insights available to subscribers.

Scotiabank noted that while Wix faces tougher comparisons in the second half of 2025, management’s raised booking guidance and reiterated free cash flow outlook suggest confidence, with the company’s story now centered on deepening monetization across a more engaged customer base rather than simply acquiring new customers. For deeper insights into Wix.com’s financial health and growth prospects, access the comprehensive Pro Research Report available exclusively on InvestingPro.

In other recent news, Wix.com is set to announce its earnings, with Raymond (NSE:RYMD) James maintaining a Strong Buy rating and a price target of $250, citing potential momentum from new products. Similarly, Benchmark has upheld its Buy rating with a $230 price target, noting upcoming price increases for various subscription plans, including a 61% hike for the Unlimited plan. In a strategic move, Wix.com has launched the AI Visibility Overview tool to enhance brand visibility in AI-powered search engines, marking a first for content management systems. The company has also expanded its font library through a partnership with Monotype, adding popular typefaces like Helvetica and Avenir. Additionally, Oppenheimer reiterated an Outperform rating with a $220 price target after Wix.com announced a partnership with Alibaba (NYSE:BABA), which will allow Wix merchants access to Alibaba’s wholesale platform. These developments reflect Wix.com’s ongoing efforts to enhance its product offerings and strategic partnerships.

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