Wix vs Custom — Platform Benchmark

57.4

Wix

60 sites

WINNER

51.8

Custom

254 sites

Score Summary

Avg AI Readability

77.4 52.2

Avg Security

50.0 37.2

Avg Efficiency

52.9 56.6

Avg Total Score

57.4 51.8

Avg Structure

64.7 47.1

Avg Load Complexity

37.2 67.6

Avg Lighthouse

57.5 54.9

Best Site Score

69.7 87.6

Worst Site Score

42.6 15.7

Wix Custom

Performance by Industry

Average total score for each platform within shared industries.

Industry	Wix	Custom
Architecture	—	52.4 6 sites
Content Creation	—	54.1 6 sites
Corporate-personal	—	47.3 86 sites
Design	—	66.2 3 sites
Photography	—	53.9 153 sites

Comparison Insights

Overall Verdict

Wix holds a modest 5.6-point lead over Custom. The difference is real but not decisive.

Dimension Edge

Wix leads in: AI Readability, Security, Structure, Lighthouse. Custom leads in: Efficiency, Load Complexity. Wix has a broader performance advantage across dimensions.

Opportunities for improvement

Wix could target Efficiency, Load Complexity to close the gap.
Custom could target AI Readability, Security, Structure, Lighthouse to improve.

Industry-by-Industry Results

The platforms split industry wins evenly across 5 shared verticals - the overall score gap may be driven by a few outlier sites rather than a consistent pattern.

Sample Size Consideration

Custom has 4.2× more audited sites than Wix. Larger samples surface more variation and may pull averages toward the mean, so this comparison should be read with that in mind.