Website Platform Market Share: Webflow Grew 4.7% in Two Years vs a 9.8% Drop for Wix

A florist, a design studio, a software startup and an online retailer all need a website this month, and none of them wants to run a server. Each picks a hosted platform, one that bundles the editor, hosting and security: Wix or Squarespace for a small business site, Webflow for a design-led marketing site, HubSpot CMS for a company that runs its marketing on HubSpot, BigCommerce for an online store.

Which of those platforms is gaining or losing websites matters to anyone choosing one or planning to leave one. A growing platform attracts more templates, apps, designers and developers; a shrinking one can mean fewer of them over time. And the platforms that established websites move to show where businesses with money to spend on a rebuild are putting it.

Over two years, only one of the five grew. Webflow ran on 4.7% more homepages in September 2026 than in October 2024, while Wix fell 9.8%, Squarespace 4.9%, HubSpot CMS 5.3% and BigCommerce 15.2%. Wix is still the giant of the group, and Webflow and HubSpot CMS are the two that win more of the busiest websites than they lose.

HTTP Archive is a public project that loads the homepages of millions of websites in a real browser every month and records the software each one runs. We counted the homepages running Wix, Squarespace, Webflow, HubSpot CMS (HubSpot's website builder) and BigCommerce in each monthly snapshot from October 2024 to September 2026, between 14.7 million and 16.4 million homepages a month, and divided each count by the total for that month. The one-year change compares September 2025 with September 2026; the two-year change compares October 2024 with September 2026.

A platform's share is the percentage of all homepages in that month's snapshot that run it. The share is the fairer measure over time, because the number of homepages HTTP Archive loads changes from month to month; between September 2025 and September 2026 the total fell 2.6%. We also looked at the 1 million most visited websites, as ranked by Google's Chrome UX Report, and counted those whose platform in March 2026 differed from their platform in September 2025. These are counts of websites, not of each company's customers or sales.

Wix ran on almost twice as many homepages as Squarespace and nearly four times as many as Webflow, and on more than Squarespace, Webflow, HubSpot CMS and BigCommerce put together. Squarespace is a clear second with 1.55% of homepages. HubSpot CMS and BigCommerce each run on fewer than one homepage in 500, because they serve narrower markets: companies that run their marketing on HubSpot, and mid-sized online stores.

Size and direction are separate questions. Wix's lead is so large that its losses of the last two years, 45,563 homepages, are bigger than all of HubSpot CMS and BigCommerce combined. Yet Wix's share of the web stayed between 2.66% and 2.86% in every month from October 2024 to September 2026, a band a fifth of a percentage point wide. It is losing websites without losing its place.

Webflow grew steadily from 106,022 homepages in October 2024 to a peak of 119,557 in March 2026, and its share rose from 0.65% to 0.75% over the same months. The six months since brought a pullback to 110,959 homepages and a 0.72% share, but it still ended the two years ahead. Each of the other four ended lower than it started.

BigCommerce had the steepest two-year fall, 15.2%. Its highest count came in the first month measured, and it declined in 16 of the 23 month-to-month steps that followed, reaching a low of 16,906 homepages in August 2026. The slide was gradual, with no single month showing a sharp break. Wix fell 9.8% from its high of 467,078 in October 2024, and most of its one-year drop came in the last six months, when its share went from 2.85% to 2.72%.

Spring 2026 was a high point for three of the five. Webflow and HubSpot CMS both reached their highest counts in March 2026, 119,557 and 23,672 homepages, and Squarespace reached its highest count that month too, 252,818, with its highest share, 1.60%, in May 2026. All three have eased since, back to about where they were a year earlier.

Between September 2025 and September 2026, every one of the five ran on fewer homepages. Part of that matches the web overall: the total number of homepages HTTP Archive tracks fell 2.6% over the same year. Webflow (3.1% fewer) and HubSpot CMS (3.8%) moved about in line with that, Squarespace (4.4%) a little more, and Wix (7.1%) and BigCommerce (8.4%) fell about three times as fast as the web.

The share figures strip out the smaller total. Webflow's share held at 0.72%, HubSpot CMS's at 0.14% and Squarespace's moved from 1.58% to 1.55%: all three kept their place on the web. Squarespace's share in September 2026 was slightly above the 1.53% of October 2024, which makes it one of the most stable platforms of the two years. Wix's share fell by a relative 4.6% and BigCommerce's by 5.9%.

The contrast with Shopify is sharpest for BigCommerce. The two compete for the same kind of merchant, and over the same year that BigCommerce ran on 8.4% fewer homepages, Shopify grew 13.1%. Among the larger self-hosted platforms over the same two years, WordPress changed -14.9%, close to BigCommerce, while Drupal changed -23.8% and Joomla -36.3%.

Among the 1 million most visited websites, a small number change platform in any six months, and where they go says a lot about where established businesses are investing. Between September 2025 and March 2026, Webflow gained 68 of those websites and lost 27, a net gain of 41. Only Shopify gained more on balance. HubSpot CMS gained 17 and lost 8.

The two winners serve marketing teams. Webflow lets designers build and publish pages without a developer for every change, and HubSpot CMS puts the website in the same system as the company's forms, contacts and campaigns. Both appeal to companies rebuilding an established site, which is exactly the kind of website that ranks among the million busiest.

Wix and Squarespace sit near zero because their core market is small businesses, whose websites rarely rank among the million most visited, so these switches say little about their main customers. BigCommerce's moves nearly balance, 26 in and 30 out, which puts most of its two-year change among websites outside the busiest million.

If your website runs on any of these five platforms and does what you need, nothing here says you must move. All five are hosted, so upgrades and security are handled for you, and Squarespace, Webflow and HubSpot CMS have held their share of the web for a year. Choose on your own needs: the editing you want, catalog size and checkout for a store, and integrations with the tools your team already uses.

If you are choosing now, match the platform to the job. Wix and Squarespace suit small businesses that want a polished site with little upkeep. Webflow suits marketing teams that want design control and, after Shopify, gains the most of the busiest websites that change platform. HubSpot CMS suits companies that already run their marketing on HubSpot. For a store, compare BigCommerce and Shopify on your catalog and total cost, knowing Shopify ran on 13.1% more homepages in the last year.

If you decide to switch, plan the move around your page addresses before you build the new site. Every platform structures blog, product and collection addresses its own way, so each old address with traffic or links needs a redirect to its new page on launch day. A website migration service that maps every old address first keeps the search traffic and links your current site has earned.

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