As we examined when profiling no-code pioneer Airtable, this is all about bringing developer-like capabilities to non-technical folks. Moreover, this move aligns with the no-code trend that’s all the rage these days.
In both cases, Wix sees enough of an addressable market in companies that need an app in addition to their website. It could both broaden Wix addressable market with a larger tent, as well as grow margins and revenue-per-user ARPU for existing customers. In that way, this move has a few strategic drivers for Wix. The new app builder will be available to all 200 million existing customers, as well as reaching non-Wix users. Its most popular plan is $27 per month for a website with basic e-commerce features. To wrap some numbers around that “existing customer” base, Wix has 200 million users, 5 million of which are paid users. Having a highly customizable, no-code app builder at their fingertips will help them grow their businesses.”Īirtable Reinforces “No-Code” Trend with Mega Round “We are proud to give them this opportunity to follow big brands with their own native mobile app to engage with their customers. “Users came to us with the need to have their own native app that is uniquely branded with their name and logo,” Wix SVP of Mobile, App Market & Strategic Products Ronny Elkayam told Localogy Insider. This reduces friction in the otherwise-intimidating app creation process, and should give Wix a competitive edge in selling the new product - especially to existing customers. And from a fulfillment perspective, Wix is positioned to deliver given that same product adjacency.įor example, Wix customers that already have a website can accelerate app creation by importing content (think: restaurant menus). For businesses that need an app, it’s more appealing to simply expand services with your existing website provider. In that way, this move makes business sense for Wix in that apps are adjacent to its core product.
Wix is rather banking on ease-of-use and one-stop-shop appeal. That includes internal resources or hiring a developer, which is expensive and uncomfortable territory for some businesses. In fact, it can be more expensive - in money and time - to manage the process of building an app from scratch. For those that need an app for operations or sales, this could be worth it. This is a considerable expense - especially compared with website building/hosting - but it could still resonate with a subset of businesses. The new product costs $200 per month plus app store fees ($99 for the App Store and $25 for Google Play).
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