Wix Introduces Two New Automation & Customization Features

SaaS website builder Wix unveiled two new features to help users automate and customize their business workflows. The automation builder and Wix Functions expand automation options across apps like Wix Services, Wix Stores, and Wix Bookings. Users can access the new features for free with optional premium upgrades.

“Wix Functions complements Wix Automations by enabling real-time customization, while automations manage ongoing tasks. Together, they provide a comprehensive suite of tools to help businesses automate and optimize their operations effortlessly,” Wix stated in the press release.

The Automation builder, as Wix describes, “streamlines complex business logic into dynamic automated workflows with a visual canvas, flexible conditions, formulas, and full customization.”
Users can set custom triggers, conditions, and actions to create highly tailored automations.

For example, a site owner can configure a workflow where an order over $100 (trigger) automatically sends a $10 discount coupon via email (action). These automations run without manual input from the site owner. All automations and key metrics like trigger counts and view summaries are accessible from a single automation table.

Building on this, Wix Functions offers a no-code interface that lets users customize how their site responds to different business scenarios. Site owners can define custom conditions, variables, and formulas to modify site behavior dynamically.

For example, a business can set checkout conditions to apply discounts for returning customers based on their purchase history. Other examples of real-time customizations with Wix Functions include adding dynamic pricing rules, location-based fees, and personalized loyalty rewards.

Wix Functions allows users – even those with no coding experience – to build personalized experiences. They can start from scratch or customize templates designed for specific Wix apps.

Aside from these two, Wix has introduced quite a few updates lately as a broader effort to enhance its site-building tools. One notable addition is the AI Site-Chat, a chatbot that provides automated customer support and shopping recommendations.

Another key innovation is the AI theme assistant, which helps users make informed design decisions and improve their site’s visual identity.