More site builders are using real domains, and LLM traffic is still minor.
Website building platform Wix (NASDAQ: WIX) released its first-ever State of Websites Report today.
With over 300 million users in 2026, Wix has a trove of data about how websites are being built and the traffic they receive.
The report discusses traffic from LLMs such as ChatGPT and Claude. Wix stated that LLMs account for less than 1% of traffic on Wix sites, but said this segment is growing quickly.
It also noted that potential customers may be learning about brands through AI search, then visiting websites directly to confirm they’re legit and do more research before making a purchase. In other words, the true impact of LLMs might be bigger than 1%.
The report states that search is still the primary driver of traffic for sites, accounting for 42% of total traffic. Forty percent is direct, and 13% is from social. Some other interesting stats about traffic sources are:
- Sites that support consumer stores, events, blogs, portfolios, and photography have the most traffic from social media (18%, compared to the average of 13%).
- Sites that support healthcare providers receive 54% of traffic from search.
- Business professionals, like consultants and lawyers, receive 2x the average share of LLM traffic.
Wix has also seen an increase in customers connecting a domain name to published sites (rather than using a Wix subdomain).
Just 26% of published sites connected to a domain in 2022, but 66% did last year. Wix is an ICANN-accredited registrar for .com and .net domains; it was the 11th largest .com domain registrar as of February, according to ICANN data.
The report also noted that the time required to publish a site has decreased, thanks in part to AI tools. It dropped from eight days in 2025 to just four this year.
Wix also states that a growing number of people are using its MCP to edit websites, using natural language and tools like ChatGPT. Its MCP had 102 million sessions last year.
