Wix's Masterplan to conquer WordPress: The Inside Story!
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- Опубліковано 30 вер 2024
- The inside story on how I was approached to create a sponsored video for Wix and uncovered their staggering marketing budget and focus on the agency website market.
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In today's video, I dive into Wix's plans to challenge WordPress in the website building market. This exploration started unexpectedly when I received an email from Wix, despite my usual focus on WordPress. I usually dismiss Wix as a serious option for web development, but the persistence of this offer made me curious.
You'll learn how Wix is targeting developers, agencies, and freelancers with Wix Studio. I'll share insights into Wix's marketing strategies, particularly how they use influencer and content marketing, which has significantly scaled up their operations.
Though I'm a huge supporter of WordPress and its mission to democratize publishing, it's important to recognize and understand the efforts and innovations coming from other corners of the web development world.
This is probably the best WordPress video of 2024.
thank you 🙏
The big negative for a developer/agency is that there is no ongoing revenue stream. We set up a site, then that's it. With Wordpress we have monthly hosting/maintenance
Agree, but I always wonder where the value in that is for the customer? Is it worth it for them to have their site built in something that requires my ongoing attention? 🤷♀
This is not true for brochure sites. You can create static version of them with the proper plugin and host for free.
that right there is one of the main reasons I won't work with WIX to build client sites. The ongoing revenue is why I do this, not for one off payments. So they would definitely need to step it up in that department for me to consider it. Consumers these days r very demanding. They want super high quality at super low prices, and a lot of times, they can get that if they look in the right places. I get the whole thing about the customer wants. But it's not a one-sided thing. Both people need to be happy. And for me, constantly looking for new wix clients to build for with little to no on-going revenue is just a deal breaker for me.
Most ppl in Africa cannot afford wix, including myself and honestly I would rather just code than use wix. But then I always tell ppl that soon one will be able to prompt an AI to rebuild wordpress using python or other languages and it will. Long story short, wix may not survive AI.
That's a fantastic reminder of the democratizing effect of WordPress - thank you 🙏
When the chart shows a drop-off of new sites using WP I wonder what they're being built with instead. My gut feeling is that it's not some mass exodus to a Wix/Squarespace or alternative CMS like Craft but perhaps just that fewer sites are being created overall (again, just a gut feeling, I haven't seen any numbers).
Great question - i'm going to dig into that
@@jamiewp Would love to hear the results on that!
I wondered the same, most large retail/service businesses now push their app instead of their website as it creates a closed system i.e customers won't see other options available.
Equally a lot of independent businesses seem to have given up on websites making do with 10+ year old sites and now let Google/Bing summarise the key information for customers, contact etc.
So I do wonder if the traditional website is starting to fall out of favour a bit.
Problem with Wix is you're locked into Wix cost plans, and it's also as buggy as hell
Great point about the lock in 👍
If you've worked in marketing, publishing, you will know these soulless individuals are all about making themselves wealthy. give them a wide berth, you don't need them.
😬
I like where Wordpress is heading with their new features and redesigns. But it should do it little bit faster 😂
100% agree 👍
What new features and redesigns?
@@todddammit4628 Pattern Overrides are one of my favourites - check this out ua-cam.com/video/1zPqQ2E3Z3g/v-deo.htmlsi=RFzSUsjQhXk3HQP2
I believe Wix's main competitor is not WordPress, but platforms such as Shopify, Webflow, and Squarespace. Closed ecosystems and open-source ecosystems are entirely different leagues.
From my discussions with Wix, they view WordPress as a big competitor and they're going after the agency and freelancer market aggressively.
Shopify, Webflow, and Squarespace users don't even know the difference between Open and Closed Source. Also, those users are already locked-in, the only users that (WIX thinks) that could easily switch are WordPress's because they're free to do it any time... in reality any WordPress user thinking about switching to WIX is thinking about giving up on their freedom, I believe WIX does not take this into account, and nobody's going to give up their freedom (I certainly won't).
@@jamiewp Once again your contribution is unparalleled and priceless, thank you so much for doing this, excellent videos not matter what the subject your videos are very captivating and priceless information, keep 'em coming! Stay blessed!
@@speakingscripts thank you , that's incredibly lovely of you to say 🙏
If you would explain the night and day differences or point me in the right direction it would be appreciated, cheers and Namaste
Thank you Jamie! This is really something we should be concerned about, and should be a wake up call to make WordPress more user friendly out of the box, as fast as possible. Many users might just go for what works for them, and unfortunately not even bother considering open source vs. closed platforms. Once again, I think you're one of the most important voices in the WordPress community, and we're thankful for what you're doing.
Thank you 🙏
Luckily WP is open source. If you want to participate in making WP better, you are welcome to (btw/disclaimer: I am not a wp core developer). The more hands the better I guess.
Long time open source proponent. I've been using WP since 1.2 -- long time. What I have noticed is that some of my users/clients/developers are much more focussed on Social Media than websites. As in "we'll just use Facebook/Instagram and not bother with a website. Could that be a part of the leveling off? What is the Wix market share? Just wondering about that. I've had people try to get me to build a Wix site -- I tried. Not for me.
Great points Beth - thanks so much for your insight
Market share by w3techs
wp - 62.7%
Shopify - 6.4%
Wix - 4.0%
Squarespace - 3%
according to builtwith, Wix has 0.32% market share of the top 1million sites.
I've had similar conversations about social media profile vs building your own site. Which seems a bit daft to me.
There is a website that tracked all of the anti-business changes social media sites have made over the years. To show the danger of only using social media. Can't remember it's name now but sure I have it saved somewhere.
But I also understand the appeal if you're a very small business and don't know how to build a website. People fail to spot the danger over the convenience.
It was an eye-opener. I feel the need to express my opinions about locked-in systems versus Open Source. It was a motivational post. Thank you for your work!
Great to hear - it's an important message that needs repeating and amplifying :)
This is not about WIX vs WordPress, this is about Closed Source WIX vs. Open Source WordPress. Open Source users are in it for the freedom, and they will never they give it up.
Absolutely , but a lot of end users don’t care about open source
@@jamiewp Exactly, they don't care. They don't care about "democratization of WP" a mission I love. Could it be the DIY audience/target market for WP is clueless because the mission overshadows the message?
My DIY clients are leaving WP or won't consider it out of the gate--they've heard (and believed) it's too hard to learn, too hard change the content, it's not secure, it's unaffordable due to all the plugins needed to run it.
And they're choosing Wix, Squarespace etc because it's so quick and easy to get a website up quickly and to change content. They think they are free. They feel in control. They don't understand they can't grow their business later easily or at all. It's only later when they want to switch they learn the gotchas of those platforms regarding migrating content.
Great video and some real lessons perhaps.
I'll never use Wix - because I don't own what is on their hosting. If Wix disappears ... all my content is gone. Or if Wix decide to double their subscription cost or put me on higher tier - there is nothing I can do.
But some lessons on marketing and some lessons on the type of support that a closed system "may" be able to offer more easily.
thanks, and yup great points about proprietary systems 👍
Have tried Wix and it's nothing like their adverts. Build a website in 2 minutes? Yeah, maybe if you already have the content, the images, the layout etc 🙂
The other issue is you are stuck with them. At least with WordPress you can switch hosts and even export to a different platform (HTML?) if needed.
Exactly , great point. What other issues did you encounter with the build?
@@jamiewp Maybe because I have used WP based tools but I found the Wix interface clunky and not easy to use. The SEO side as well, I can do it faster on WP than Wix.
Thank you kind sir, great video. I am starting a website company and researching the various builders... would you recommend learning multiple builders or would you recommend a specific builder ? Cheers and Namaste
I would learn WordPress core deeply first 👍
@@jamiewp thank you !
Curious about the type of business they are getting. I have seen a lot of short term wedding/baby shower type of sites built on WIX. Not the business I want. I focus on professional services companies. So, I wonder if WP is losing more of the quick and short lived sites that WP developers/designers do not want anyway. I have not yet seen a down turn in the business to produce WP sites. Hopefully they do not end up monopolizing the industry. It would be a shame to see the internet take another narrow turn.
What kind of professional services are you offering?
Eye opening for sure! Although quite a fledgling WordPress user, I appreciate that it is open source and not a closed system as you pointed out. I wouldn't have been able to say it that eloquently, but Wix has always seemed kind of "cookie cutter" to me, a little bit like a flannel gram if anyone remembers those. You have a finite number of pieces and can arrange them a handful of different ways, but you've still only got a finite number of stories you can tell given the flannel figures that you've got. Just my $0.02.
👍
For a DIY person, with low buget, they need a header, a footer, color scheme, buttons, text, cover, image, text a simple form and maybe a pop up, a simple redirect, etc. and a FULL control over all of the properties. To get this done in WP, one needs to get a couple different plugins that keep breaking when there is any kind of update (even the template update). That is WP's weakness. It needs to have some basic stuff provided WITHIN WP.
Great points. Block Themes are pointing the way for exactly this...we just need them to be easier to use to get more traction imo.
This happens very rarely.
@@jamiewp Agreed. But there's other things Wordpress should have that they don't. I've been building sites in Wix Studio and it's definitely a love/hate relationship with the builder. But the most interesting thing about Wix isn't its builder, it's their backend. There are just SOOO many useful things built into the dashboard with Wix. Wordpress really needs to look at that and see what they can quickly copy. Also, Wordpress needs a native dynamic data system. It's embarrassing they don't have it at this point. Also, file organization, built in fonts, etc. Wordpress needs to stop being so basic.
The title had me worried a bit. I thought Wix is buying WordPress!
Sorry about that 😬
Good point 😅
I thought the same
I feel foolish saying this... but WordPress even with challenge is almost "Too big to fail". Market share and community combine to make WP very difficult to topple. Still... I can see a dent coming especially as WP can seem disconnected to the newbie with all the editing and plugin options. From an Agency standpoint - I still go to the benefits of ownership with Open Source.
Fab points 👍
Yeah sure, but I think Wix forgot that in some regions of the world, even in Europe, $17 per month is expensive. In my country, you can get much larger hosting and a domain for $40 per year.
that's a great point
I used Wix for a few yrs and ended up hating it and moving back to WP. I am not looking back. 🤨
What were it's weaknesses for you?
@@jamiewp slow editing even with a high speed conecction, downtime, poor app market, slow response from service tickets, expensive renewals, expensive plugins, to name a few.
If I was forced at gun point to build a site in Wix vs. my current WP stack I would literally die. And I would be sad for my family but not as sad as I would be having to build a website in Wix.
That is commitment 😂
I trust you'd leave a note with the gun holder explaining this to your family, and that after a period of mourning they would fully support your decision. I certainly do /jk
Wow, any ideas on why you dislike Wix so much?
Yea I'm right with you on opposition to closed systems. I made a video a while back explaining why I didn't think photographers should be using something like Squarespace and why it was crucial to fully own your ecosystem and your brand.
Thanks Andy - whats the link to tour video?
@@jamiewp (It's an old one, don't judge me) - ua-cam.com/video/epDU1P9RNyQ/v-deo.htmlsi=dr1Zz4baX2nzFo_X&t=309 time-linked to the part when I discuss subscriber hosted sites.
😀
@@Andyhutchinson great stuff - thanks for sharing
@@Andyhutchinson , it's a great video ... love your YT style! new subscriber
You have integrity so you got a subscription and the video was very informative 👍
Great and thank you . Welcome onboard 👍
Outside of blogs and basic sites I think WP has a total cost of ownership problem. All these stacked costs of security, page builders, plugins, maintenance, hosting, etc. Fewer but much higher quality sites get built by fewer more skilled people. Other eco systems do start to look more attractive as they bundle a lot of features into the price. AI will be the leveller. Figma integration and such. It is exciting as so much is changing.
Yup all great points 👍
It seems like just the other day that you hosted WP celebs and friends to celebrate hitting 3,000 followers. Over 50K subscribers ago 😮
Time flies eh. But yup that was only a few years ago 😀
If Wix wants to take on Wordpress, they need to actually focus on their core products and make them usable. Right now, they're putting all of their efforts into extra products like Hotels, Bookings, POS, etc.
Do you mean Wix are ?
I don’t need to “change” to Wix just because it looks good. I’m satisfied with my current WP world 😮😅 .. anyway this is a great content sharing from you again! TQ
I'm with you 😀
WordPress is the Linux of CMS, the more workaround makes it better
funnily enough „to wix“ in german means something that the company „wix“ probably does not want to be associated with (hint: self pleasure)
Yes ive heard that before 😅
Wix and others…are nice, but anything comtent heavy i would be hesitant to host with any of them given recent tech companies proclivity to act like thieving dictatorships. Im also looking more into flat-file cms
Yup 100% , if you can , own your own platform 👍
Hello from New York City! If the amount of new WordPress is going down, which software or tech stack is gaining share? Did Wix presentation give any details about that? There are a lot of companies who exclusively use a social media platform as their "website." Has the number of new websites are created on an annual basis been going up or down? Thank you for your informative video.
Great questions - i'm going to do some more digging on that.
Great video Jamie. I will certainly continue to use WordPress as for me it offers the best options all round so things like market share don't mean anything to me. Macs have a lower market share to PCs but I know which I like most 😉
Great point, and great to hear 💪
Jamie, I love your content, as always. I have been a big open-source guy since 1999. (I used to have a bumper sticker that said, "Instructions said 'Requires Windows '98 or better', so I installed Linux. ') With that being said, Wix is not open source. Most people couldn't care less about that, but there are so many reasons why it should at least be considered.
Can I move the site to another web host if the support is terrible or their servers drop connections? That is critical to me since I have my own dedicated server. I don't want to be locked into using another company's servers and having them control my website. Granted, it's great that they are providing all of those cool push-button and easy-to-use tools. It would be even better if some free-thinking developer could implement them into WordPress. But even if I used everything at Wix to build my websites, they would still look like they were designed by a 10-year-old.
How did they get all that on a bumper sticker 😮
@@Line49Design In the 90s we had bigger bumper, and I drove and open source car. 🤣
It may have been a "window" sticker.
@@timmcreynolds2734 Open source car = built it myself, and held together with bumper stickers 😁
Thank you for such a thoughtful comment. A few points to add 1) 100% agree with your points about open source 2) Unfortuntely closed systems are on the march...one of the reasons imo is that folks have been onboarded to closed systems because those are the places they build their social media followings e.g instagram, facebook etc 3) There's some examples of what people are building with Wix here www.wix.com/explore/websites 4) The threat of closed systems real imo
Jamie.... so the $5,356 question, lol.... did Sarah+Wix influencer program bring you on board? My guess, yes :)
I answered that in the video - No!
@@jamiewp apologies must have missed that.
The thing is, if you start comparing editing interfaces, wix studio is lightyears ahead of Gutenberg. The thing that keeps WordPress alive is its openness and CMS capabilities, not the editor.
How many different options do you require for an editor? Ever heard of Elementor? There's plenty more.
@@xmcorporation One. I need one good builder. But if you're telling me to use Elementor - why would I use that over something like wix? Both are paid. As soon as the value of core WordPress disappears, there's no reason to build a website builder on top of WordPress.
What people say and what people do are often two different things.
Yup
Are they competing with WP or Webflow?
Both
Wix competing Webflow, Framer and other bunch of AI website builders. Wordpress has its own niche as self hosted platform for creators don't like tight up with only one closed ecosystem and unclear pricing policy.
Yup that's a part of the market .
@@jamiewp Jamie, when wp 6.6 released will you make new tutorial covering all new features?
@@RenatLotfullin did you see my video on WordPress 6.6 here ua-cam.com/video/k4D1dHTZvQQ/v-deo.htmlsi=bw9pigapgdb2L-p8
@@jamiewp yes I did and installed 6.6 beta after watching it. I mean same tutorial like create one page website uploaded couple of months ago (for example a health tech startup site building from scratch). These tutorials are extremely useful for us beginners
@@RenatLotfullin 👍
Excellent analysis well presented. Thanks.
thanks Kevin
Well, you didn't accepted their offer but this video ended up being a good deal for WIX, don't you think? It created a good ammount of awareness for their offering. Relatively effective content marketing, I would say. I honestly was not interested in Wix Studio, but now I'm curious after watching the whole video and even plan to test it (still love WordPress). That got me thinking: isn't this exactly what they wanted in the first place?
Yup it's a balancing act for sure, and I thought about the pro's and cons of making the video, but at the end of the day you don't see off a threat by pretending it doesn't exist.
Everybody hated Gutenberg so they left and it’s taking a long time to even get it to a usable place
Excellent video Jamie. Sponsored or not by WIX, I always find your content informative, eloquently delivered in a professional manner. It would have been easy to play a tribal position on this, but you didn't. I like how you investigated the entire angle and the individual who approached you (even if you may have been a little tempted by the potential charge rate per video 😉).
Keep up the great work
Thanks so much Richard 🙏 As Naomi Campbell once said ' I don't get out of bed for less than $10,000 these days 😂
You’re Tier 3 now Jamie 😊
movin on up 🚀
The WordPress contributors from marketing, development, meta, design, et cetera need to be run more like a for-profit organization and less like side project community efforts. The crux is, though, that it's mostly volunteer-based, and that's where the slowdown, disarray, confusion, and lack of progress happen. I would like to see more top-down leadership that allows freedom but also expects progress and milestones to be achieved like a private company. Too often, the WP community eats itself. Just look at track tickets with 200 comments on a simple change. For-profit companies cut through that like a hot knife through butter. WP tends to drivel in the details and bickering.
👍 Does anyone disagree with this
All great points - i've been thinking on this a lot lately re the comms side of the open source project and whether they're was a way for instead the core volunteer team to create the content, we flip it so that the core instead is tasked with amplifying the great content that the community is already creating.
@@Line49Design Yes - I do. VC funded for-profit products have some advantages but also lots of disadvantages. Wix's market share is still tiny.
Thanks Jamie
hope it was enlightening
I love the concept of wordpress and Gutenberg but they still have a lot of work to do in making the UI user friendly.
Yup, but it's getting there for sure. There's a big focus on it atm.
WordPress is a familiar platform. However, I did see what WIX is trying to do - really cool stuff!
Thanks for watching 👍
Well done. Thanks. WordPress has had 20 years to build a global brand and has done essentially nothing. Inexcusable.
Truly good work!!!
Cheers
Thank you for your insight Jamie! 🙏🏼 :)
Thanks Monty 👍
Wix studio is also targeting Webflow.
Yup 👍
I really liked the video Jamie; you have some great insights!
Cheers 👍
I love wordpress freedom. And no code builders are becoming very good. Wix looks like an interesting tool though...
Yup freedom is only going to get more important imo