Wix is expanding Wix Payments, its embedded payment solution, to 11 countries in EMEA. The website builder platform serves nearly 300 million users across 190 countries and has evolved from a simple site creator into a full business infrastructure covering design, commerce, marketing, and scheduling. Wix Payments is fully white-labeled, meaning merchants see Wix branding throughout the payment experience while Stripe powers everything behind the scenes.
Stripe Connect as the invisible backbone
Wix launched Stripe within Wix Payments in 2020, starting with US merchants. The EMEA expansion uses Stripe Connect and Stripe Payments to offer the same integrated experience across new markets. As part of the rollout, Wix activated local payment methods including iDEAL in the Netherlands and BNPL options like Klarna across EMEA and Clearpay in the UK. For platforms going international, supporting local payment preferences is critical for conversion, and Stripe makes this easier to implement without building each integration from scratch.
Part of a bigger financial services play
Wix Payments is just the first layer. Earlier this year, Wix launched Wix Checking (banking) and Wix Capital (lending) in the US, powered by infrastructure provider Unit. The playbook looks familiar: payments first, then lending and banking. Shopify followed the same path with Shopify Pay (2013), Shopify Capital (2016), and Shopify Balance (2020). With APAC next on the roadmap, Wix is clearly building toward a full financial services stack for its merchants worldwide.
