Wix Studio Moves Into Webflow Territory

Wix used Editor X to move upmarket, because the small business template editor was not enough to win agencies that want pixel level control without hand coding. Webflow built its edge by letting a designer place elements on a visual canvas, control breakpoints, animations, and CMS structure, then hand off hosting and content editing in one tool. Editor X was Wix’s answer for that same agency workflow, and by January 2025 it had been folded into Wix Studio for agencies and enterprises.

• The real overlap is not generic website building, it is the agency production workflow. Webflow sells site plans, workspace plans, and enterprise support to freelancers, teams, and large brands, while its partner network is built around agencies delivering client sites on top of Webflow.
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• Webflow’s product is more like a visual front end development tool than a template picker. It gives direct control over layout, responsiveness, animation, CMS items, and hosting. That is the specific set of advanced controls Wix targeted with Editor X, rather than trying to out WordPress on plugins or Adobe on enterprise implementation depth.
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• The broader market split is clear. Wix and Squarespace historically win with simplicity for small businesses. Webflow wins when a designer or agency needs a custom marketing site that looks bespoke, but still lets a marketer update content later without asking a developer to touch code.
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This category is converging around professional web creation suites. Wix Studio pushes Wix further into Webflow’s home turf, while Webflow keeps expanding from designer tool into enterprise website system. The winner is likely to be the platform that best combines creative control, team collaboration, and a clean handoff from agency build to in house marketing operation.