Wells Fargo Upgrades Wix, Stock Gains 5%

Wix.com (NASDAQ:WIX) shares rose more than 5% intra-day today after Wells Fargo upgraded the company to Overweight from Equal Weight, boosting its price target to $216 from $173, citing growing confidence in the company’s ability to unlock value through premium product offerings and strategic pricing shifts.

The upgrade follows a fresh round of partner checks indicating strong enthusiasm for Wix Studio, the company’s advanced website creation platform. Feedback also highlighted the added benefits of Wix’s AI assistant, Astro, and a noticeable decline in sentiment around rival WordPress, suggesting competitive momentum is shifting in Wix’s favor.

Currently, Wix Studio is priced on par with the core editor, despite being positioned as a higher-end product. Analysts believe this pricing mismatch presents a significant monetization opportunity, with potential for a premium pricing model to be introduced in 2026. Historically, EditorX carried a 30% markup over the core product, setting a precedent for future differentiation.

Wells Fargo raised its 2026 bookings forecast by 2% and now sees free cash flow for 2026 and 2027 coming in 5% above prior estimates. The firm is modeling an 8% price hike for the core builder and a 15% increase for Wix Studio, which is expected to account for around 10% of 2025 creative subscription bookings. The result is a 14% year-over-year bookings growth estimate for 2026, outpacing the consensus forecast of 12%.

With product releases and an analyst event scheduled for later this year, along with pricing changes anticipated in early 2026, Wells Fargo sees a clear catalyst path ahead for continued upside.