Wix.com (WIX) just doubled down on its global commerce ambitions, rolling out more local payment options across Europe and plugging Stripe’s new Agentic Commerce Suite into its platform to better tap emerging AI-driven sales channels.

Even with these product wins and a $104.71 latest share price, momentum has been mixed, with a strong 1 month share price return but a sharply negative year to date share price return and a still solid 3 year total shareholder return. This suggests longer term believers have been rewarded despite recent turbulence.

If Wix’s move into smarter payments and AI commerce has you thinking bigger, this could be a good moment to explore high growth tech and AI stocks as potential next wave beneficiaries.

With shares still down sharply this year despite double digit growth and a hefty discount to analyst targets, the real question now is whether Wix is an overlooked value in AI powered commerce or whether markets are already pricing in the next leg of growth.

Most Popular Narrative: 36.2% Undervalued

With Wix.com’s fair value pegged at $164 against a $104.71 share price, the leading narrative sees significant upside if its growth plan plays out.

AI powered feature rollouts (e.g., generative engine optimization, AI marketing agent, advanced business solutions) are driving higher user monetization and enabling price optimization, which can contribute to rising average revenue per user and enhance gross margins.

Curious what kind of revenue runway, margin lift, and future earnings multiple are baked into that upside view? The narrative leans on ambitious compounding, disciplined profitability expansion, and a premium long term valuation that might surprise you once you see the full math.

Result: Fair Value of $164 (UNDERVALUED)

However, this upside hinges on Wix avoiding AI driven commoditization and managing rising compute, R&D, and Base44 integration costs without eroding margins.

Another Angle on Valuation

Our DCF model paints a more cautious picture, putting fair value at about $143 per share, still above today’s $104.71 price but implying less upside than the narrative’s $164 target. Is the truth closer to disciplined cash flow math or the bolder growth story?

Build Your Own Wix.com Narrative

If this perspective does not quite match your own, or you prefer digging into the numbers yourself, you can build a custom view in minutes: Do it your way

A great starting point for your Wix.com research is our analysis highlighting 3 key rewards and 2 important warning signs that could impact your investment decision.

Ready for your next investing move?

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.