Writer: Jordan Sprogis
Editor: Lillian Castro
Reviewer: Cristian Lopez
Key Takeaways
Wix is once again influencing the hosting industry, this time by embedding PayPal into its payments platform. U.S.-based eCommerce site owners can now manage PayPal Wallet, Venmo, and card processing from a single dashboard.
As the hosting giant continues to blur lines between traditional hosting and all-in-one platforms, this move feels inevitable: It always comes down to what the modern user expects.
Volodymyr Tsukur, Co-Head of Wix Payments, said Wix’s transformation into a comprehensive platform has been years in the making.
Tsukur told HostingAdvice: “Wix has evolved over the years from a traditional website builder into a comprehensive commerce infrastructure platform, offering a range of features for creating storefronts, managing products, handling payments, and engaging with customers.”
Consumers Don’t Want Plugins; They Want Platforms
In a 2022 Entrust survey, U.S. consumers said they preferred fully integrated payment systems. Its SVP & GM, Tony Ball, said that only reinforces the need for a “digital-first, not digital only approach.”
Industry experts have said before that clients are asking smarter questions. Even those who prefer managed support want to understand what’s going on behind the scenes.
Just because Wix is doing it doesn’t mean every other provider has to follow suit. Still, it is worth paying attention to what kinds of solutions they’re offering to common client pain points — and providing integrated payment systems, especially through trusted brands like PayPal, is one of them.
And by eliminating third-party services and keeping known payment providers, like PayPal, in-house, providers offer a level of trust that’s hard to ignore. Leveraging that could lead to stronger client relationships and more revenue streams.
Amit Sagiv, Co-Head of Wix Payments, echoed a similar idea to HostingAdvice: Those who do streamline the experience will have the upper hand.
“Embedded fintech is rapidly becoming the next frontier,” said Sagiv. “The expanded Wix-PayPal integration exemplifies how embedding financial services directly into the core platform can deliver a seamless, high-conversion checkout experience while reducing operational friction and stress for merchants.”
In fact, an EY-Parthenon survey of non-financial platforms (including SaaS and hosting providers) found that 58% of companies that embedded payments saw more than half of their merchants adopt the feature.
For hosts, this may mean launching native payment processing that goes beyond Stripe or Shop plugins (which carry less trust value), or partnering with BNPL providers (easier payments equals higher conversion rates).
The ability to manage a necessary service through one dashboard is another clear win because the last thing anyone wants is to waste time in silos. And that growing demand for simplicity is exactly why Wix is always rolling these kinds of features out.
