SHOP vs WIX: Which Is the Better Buy in 2026?

Same yardstick, side by side (as of August 2026). Valuation lined up like this is most meaningful for two names in the same corner of the market, which these are. Figures are approximate; verify before investing.

Reading it: WIX is the cheaper of the two on forward earnings, but cheaper is not the same as better. Pair the valuation with growth (how far the forward P/E sits below the trailing P/E) and risk (beta) before you decide.

The metrics above tell you which is the marginally better business. The bigger risk for most people is not picking the slightly worse stock, it is over-concentrating. SHOP and WIX share themes, so owning both, or adding either to what you already hold, can quietly push a large share of your portfolio into one bet.

This is the part a generic comparison page cannot answer, because it depends on what you own. Connect your brokerage and Walnut shows your real, combined SHOP and WIX exposure, flags overlap with your existing positions, and tells you if adding one would tip you past a concentration you are comfortable with, read-only by default, with your login staying at your broker. Walnut is not an investment adviser.

Shopify provides software that lets businesses build and run online stores, sell across social channels and marketplaces, and operate physical retail from one system. It earns money two ways. Subscription Solutions are recurring fees merchants pay for the platform and apps (about $750 million, or roughly 24% of revenue, in Q1 2026). Merchant Solutions are transaction-linked services, primarily Shopify Payments plus capital lending, shipping, and point-of-sale, which scale with the dollar value of goods merchants sell (about $2.42 billion, or roughly 76% of revenue, in Q1 2026). Because so much revenue is tied to gross merchandise volume, Shopify's results move with how much its merchants actually sell.

Full SHOP guide

Wix.com Ltd. runs a subscription software platform for building and managing websites, online stores, and business apps. Its users split broadly into self-creators (individuals and small businesses who build their own sites) and a partners channel of agencies and freelancers who build for clients, with partners contributing a large share of revenue. The model is recurring: total annual recurring revenue crossed roughly $1.9 billion in early 2026, and revenue grew in the mid-teens percent year over year in Q1 2026 to about $541 million. Wix is genuinely profitable and cash-generative, and in 2026 it completed a large tender offer that bought back close to 30 percent of its equity base, a sign management sees the shares as undervalued.

Full WIX guide

Both fit overlapping themes, but they are not interchangeable. The useful comparison is which set of drivers and risks you want exposure to.

• SHOP drivers: Take rate on a growing GMV base; Merchant solutions mix shift.
• WIX drivers: AI creation as growth and moat; In-house LLM and cost control.

A faster-growing, richer-valued name usually swings harder, so it suits a longer horizon and a higher tolerance for volatility; a steadier, more cash-generative business suits a more conservative or income-minded investor. The honest test is which set of risks you could hold through a drawdown: The clearest risk is valuation: SHOP trades at roughly 12x revenue with a triple-digit trailing P/E and a forward P/E in the low 60s, so the price embeds years of strong growth and leaves little margin for disappointment. For WIX, the clearest risk is that AI disruption cuts both ways: the same tools Wix is building lower the cost for rivals and even end users to create sites, potentially commoditizing the core product and compressing pricing power.

Growth-minded investors who believe the theme has years to run tend to accept the richer multiple for more upside; value-minded investors lean toward the cheaper forward earnings and steadier profile. Pick SHOP if you believe its drivers more; WIX if you believe its. Many investors hold both, but since they share themes, that is a concentrated bet, not diversification. Decide deliberately and check overlap. For the full detail, see the SHOP and WIX guides.

SHOP. Shopify is priced as a premium growth compounder, not a value stock. The multiple reflects durable 30%-plus revenue growth and expanding free cash flow, but it also means the market is paying up front for execution that has to keep arriving. These figures are approximate and tied to the asOf date; check a current quote and the latest filing before acting.

WIX. Figures are approximate and tied to the asOf date, so verify live numbers before acting. Wix trades on the tension between a real, cash-generative SaaS franchise and fears that AI both commoditizes website building and forces years of heavy investment. A low price after a sharp drop can look cheap, but it also reflects slowing growth and uncertainty about whether the AI pivot reaccelerates the business. How you value it depends heavily on whether you believe bookings growth re-accelerates from the low teens.

Headline figures (approximate, 2026-06-27): SHOP shows revenue (q1 2026) ~$3.17B, up ~34% YoY, gmv (q1 2026) ~$100.7B, up ~35% YoY, merchant solutions / subscriptions mix ~76% / ~24% of revenue, free cash flow (q1 2026) ~$476M (~15% margin); WIX shows revenue growth Mid-teens percent year over year in Q1 2026 (revenue roughly $541 million in the quarter); full-year 2026 growth guidance cut to the low teens, annual recurring revenue Total ARR around $1.9 billion in early 2026, up roughly mid-teens percent year over year, profitability Non-GAAP profitable, but Q1 2026 adjusted EPS missed consensus badly on heavy marketing and AI spend, free cash flow 2026 free-cash-flow target raised to around $420 million (excluding acquisition and restructuring costs) on cost savings.

SHOP and WIX are related but distinct: same themes, different businesses and risks. Neither wins in the abstract; the right pick is whichever thesis you actually believe, sized so you are not over-concentrated in one theme. Walnut can show your combined SHOP and WIX exposure against your real portfolio. It is not an investment adviser.