Wix.com advertising spend, FY2025

Wix.com (WIX) reported $244M of advertising expense for the fiscal year ended Dec 31, 2025. That is 12.2% of revenue of $2B. Up 38.8% from FY2024.

Ad spend, FY2025
$244M
year ended Dec 31, 2025
Change vs prior year
+38.8%
vs FY2024
Share of revenue
12.2%
of $2B revenue
Rank by ad spend
#196
of 336 companies

Key facts

  • Ad spend is 2.8x its FY2015 level ($87.6M), slower than revenue (9.8x).
  • The highest year on file is FY2021 at $285M; FY2025 is 14% below it.
  • Largest increase +90.9% in FY2013; largest cut -36.3% in FY2023.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 12.2% of revenue, down from 28.7% in FY2020.
  • Wix.com spends more on advertising than 42% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.4x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2011 (ended 2011-12-31): $15.9M 2011 FY2012 (ended 2012-12-31): $21.5M FY2013 (ended 2013-12-31): $41M 2013 FY2014 (ended 2014-12-31): $74M FY2015 (ended 2015-12-31): $87.6M 2015 FY2016 (ended 2016-12-31): $113M FY2017 (ended 2017-12-31): $141M 2017 FY2018 (ended 2018-12-31): $165M FY2019 (ended 2019-12-31): $187M 2019 FY2020 (ended 2020-12-31): $283M FY2021 (ended 2021-12-31): $285M 2021 FY2022 (ended 2022-12-31): $224M FY2023 (ended 2023-12-31): $143M 2023 FY2024 (ended 2024-12-31): $176M FY2025 (ended 2025-12-31): $244M 2025 $244M

Ad spend as % of revenue

0% 20% 40% 60% 80% FY2011 (ended 2011-12-31): 64.7% 2011 FY2012 (ended 2012-12-31): 49.2% FY2013 (ended 2013-12-31): 50.9% 2013 FY2014 (ended 2014-12-31): 52.2% FY2015 (ended 2015-12-31): 43.0% 2015 FY2016 (ended 2016-12-31): 39.0% FY2017 (ended 2017-12-31): 33.2% 2017 FY2018 (ended 2018-12-31): 27.4% FY2019 (ended 2019-12-31): 24.7% 2019 FY2020 (ended 2020-12-31): 28.7% FY2021 (ended 2021-12-31): 22.4% 2021 FY2022 (ended 2022-12-31): 16.2% FY2023 (ended 2023-12-31): 9.1% 2023 FY2024 (ended 2024-12-31): 10.0% FY2025 (ended 2025-12-31): 12.2% 2025 12.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $244M +38.8% $2B 12.2% AdvertisingExpense 20-F Mar 5, 2026
FY2024 Dec 31, 2024 $176M +23.0% $1.8B 10.0% AdvertisingExpense 20-F Mar 5, 2026
FY2023 Dec 31, 2023 $143M -36.3% $1.6B 9.1% AdvertisingExpense 20-F Mar 5, 2026
FY2022 Dec 31, 2022 $224M -21.2% $1.4B 16.2% AdvertisingExpense 20-F Mar 21, 2025
FY2021 Dec 31, 2021 $285M +0.6% $1.3B 22.4% AdvertisingExpense 20-F Mar 22, 2024
FY2020 Dec 31, 2020 $283M +51.0% $984M 28.7% AdvertisingExpense 20-F Mar 30, 2023
FY2019 Dec 31, 2019 $187M +13.3% $758M 24.7% AdvertisingExpense 20-F Apr 1, 2022
FY2018 Dec 31, 2018 $165M +17.0% $604M 27.4% AdvertisingExpense 20-F Mar 25, 2021
FY2017 Dec 31, 2017 $141M +24.9% $426M 33.2% AdvertisingExpense 20-F Apr 2, 2020
FY2016 Dec 31, 2016 $113M +29.2% $290M 39.0% AdvertisingExpense 20-F Apr 9, 2019
FY2015 Dec 31, 2015 $87.6M +18.3% $204M 43.0% AdvertisingExpense 20-F Mar 29, 2018
FY2014 Dec 31, 2014 $74M +80.5% $142M 52.2% AdvertisingExpense 20-F Mar 28, 2017
FY2013 Dec 31, 2013 $41M +90.9% $80.5M 50.9% AdvertisingExpense 20-F Apr 13, 2016
FY2012 Dec 31, 2012 $21.5M +34.9% $43.7M 49.2% AdvertisingExpense 20-F Mar 31, 2015
FY2011 Dec 31, 2011 $15.9M n/a $24.6M 64.7% AdvertisingExpense 20-F Mar 20, 2014

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Wix.com in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
194 United Airlines $250M 0.4% +6.4% FY2025
195 Oddity Tech $246M 30.3% +49.5% FY2025
196 Wix.com $244M 12.2% +38.8% FY2025
197 Jack in the Box $244M 16.6% -6.0% FY2025
198 Organon $240M 3.9% +16.5% FY2025
199 NRG Energy $239M 0.8% +11.2% FY2025
200 monday.com $238M 19.3% +8.9% FY2025

Full ranking of 336 companies · Biggest increases #36

Questions

How much does Wix.com spend on advertising?

Wix.com spent $244M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 20-F filed Mar 5, 2026.

What percentage of revenue does Wix.com spend on advertising?

12.2% of revenue in fiscal 2025 ($244M of $2B). The median across the 336 companies tracked is 5.2%.

Is Wix.com spending more on advertising?

Yes. Ad spend rose 38.8% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Wix.com rank by advertising spend?

#196 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Wix.com's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
20-F for FY2025, filed Mar 5, 2026
Accession number
0001628280-26-015222
Company
Wix.com Ltd., CIK 1576789, SIC 7370 (Services-Computer Programming, Data Processing, Etc.)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Wix.com advertising spend, FY2011-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 20-F filed Mar 5, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/wix-com/advertising-spend/
Download
CSV, all years · CSV, all 336 companies