Wix.com (WIX) remains positioned to prioritize topline growth as stronger Base44 demand and improving gross margins create room for additional sales and marketing investments, Oppenheimer said in a Friday note.

Management reaffirmed strong Base44 demand, with increased marketing to professionals boosting annual recurring revenue contribution. Base44 gross margins are expected to reach 60% or more in H2 2026, and incremental gross profit will be reinvested in sales and marketing to support growth.

The analyst sees the competitive environment as manageable amid new AI offerings, with management reporting no impact on conversion or top-of-funnel trends. Professionals, partners and enterprises should support sustained Base44 momentum and attractive marketing returns.

Wix reiterated that H2 bookings growth should trail revenue growth by a few percentage points, while Studio 2.0 remains on track for year-end and Harmony adoption remains a priority, the report added.

Oppenheimer rated the stock Outperform with a price target of $85.

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