Should a US service business pick Durable or Wix?
Pick Durable if your website exists to bring in leads you quote and invoice afterwards: it generates the site from a prompt, bundles a basic CRM and invoicing, and bills month to month with no contract. Pick Wix if you sell online, or expect to, or may need a login or database behind the site later: it bills a year up front and its store sits on its higher plans.
Both bill natively in US dollars, so the split is term and scope, not currency: Durable sells a monthly bill for a site and the business tools around it, Wix a year paid up front for a site that can grow into a store or an application. Neither lets you take the site with you when you leave.
Plans and pricing checked October 2026, and every figure below is read live from our pricing database and checked against each vendor's own pricing page. The full table and buyer's guide rank on published prices only. We may earn a commission if you buy through our links; it never changes the order.
Durable vs Wix pricing: month to month against a year paid up front
Durable's entry paid plan is $25/mo (Launch). Its billing basis is listed as True monthly and its contract as None: pay for the months you use and stop when you like. An annual term is offered at a lower monthly rate; the figure we store is the month-to-month one, because that is the rate you can leave.
Wix's entry paid plan is $17/mo (Light), billed Annual only (contract: Annual, paid in full up front). Its plans page has no monthly option, so the monthly figure is the annual rate spread across the year and the charge lands once, in full.
Currency is settled (Durable's local pricing: Yes, native USD; Wix's: Yes, native USD). Neither adds a usage meter: Durable's pricing model is listed as Flat plan price and Wix's as Flat plan price. What differs is the term: a season on Durable costs the months you used, a season on Wix costs the year. Set Websites and Users to your real counts in the calculator above, and leave Own domain on Yes if you trade under your own name.
Who each one is built for
Durable's AI row reads Generates a site plus CRM, invoicing and AI content tools, and its integrations are listed as Built-in CRM and invoicing, limited third-party. Describe what you do, get a site, and find a customer list and invoicing already attached. Its templates row reads AI-generated, limited manual control and design import is No, so you steer a generator rather than arrange a page.
Wix's AI row reads Generates a templated site from a prompt. Beneath it is a conventional builder: 900+ templates, a design import row of Figma import (Wix Studio), and integrations listed as App Market (500+), Stripe, APIs. The AI hands you a first draft; then you are in an editor with an app marketplace beside it.
Neither lets you choose the model it runs on (Durable: Proprietary; Wix: OpenAI (ChatGPT) + DALL-E). When the vendor swaps models, your output changes and you are not consulted.
A service site or an online store
This decides the matchup before price does. Durable's online store row reads No, on every plan. Wix's reads Core and above, which is a price as much as a feature: the store is not on Wix's entry paid plan, so selling moves you up a tier. Set Sell online? to Yes in the calculator and watch: Durable drops out and Wix's estimate rises.
The backend draws the second line. Durable's is No app backend (site plus basic CRM and invoicing): pages and the tools behind them, nothing with a login. Wix's is Yes, via Velo (database, auth, backend code), so a member area, a database or server code can be built if you or a developer go that far. Irrelevant for a plumber whose site exists to make the phone ring; decisive for a business whose site will one day take bookings with accounts behind them, because it saves a rebuild later. Both include hosting (Durable: Yes; Wix: Yes).
Free plans, your own domain and one plan per website
Both free plans stop short of what a business needs. Durable's free plan row reads Yes, but owner-only with no custom domain, and a custom domain arrives on Launch and above. Wix's free plan row reads Yes, publishes live on a wixsite.com subdomain with Wix branding, and its custom domain row reads Paid plans only (Light and above). Free is for trying the tool; the first paid tier buys the domain, the one asset here that moves with you.
Both price per website: Durable allows 1 per subscription and Wix 1 per plan, so a second site is a second plan. If you trade under one name and run a side brand under another, set Websites to the real count rather than reading the entry price as your price.
Neither exports the site (Durable: No; Wix: No), so leaving means rebuilding: an afternoon for a brochure site, far more if the site becomes the business.
AI limits, editor seats and support
Durable publishes its AI allowance per plan: 10 AI chats/mo (Free), 1,000 (Launch), unlimited (Grow). Wix's AI usage row reads Not published as a numeric limit, so treat its AI as a plan feature and ask what fair use means. Building is describe, look, describe again, so read Durable's allowance before you choose a tier.
Editor seats show the shape of Wix's ladder. Durable's team members are Owner only on Free, unlimited on Grow. Wix's are 2 (Light) to 100 (Business Elite), hard caps: logins are fixed by the plan, so set Users to everyone who will touch the site, including whoever updates the prices and photos.
Storage is Not published for Durable and 2GB (Light) for Wix. Support is Help centre (Free), priority live chat (Launch) on Durable and 24/7 chat and callback on Wix.
Durable vs Wix for a US business: sales tax, accessibility and where your leads live
Sales tax on the subscription depends on your state, since states differ on whether software as a service is taxable. If you sell through Wix's store on its higher plans, the tax question moves to your customers: the rate is set by where the buyer is, and this comparison does not cover whether a store calculates destination-based sales tax at checkout, so ask Wix before you build one. Durable has no store, so the invoice you send from its built-in tool carries whatever tax you put on it.
Accessibility applies to both: demand letters over websites that disabled visitors cannot use reach small businesses, and since neither builder exports the site, you fix any defect inside its editor rather than in code. Our Wix vs Squarespace comparison carries the fuller note on what to test before you publish.
Last, where your leads live. On Durable the customer list a contractor builds over a year sits inside the website subscription, and state privacy laws now reach small businesses in several states, so know where that list is and get an export before you depend on it. On Wix a form submission lands wherever you route it.
The verdict
Ask where the money arrives: by invoice after the job, or at a checkout on the site. Invoice: take Durable, cancel in any month, and know how many AI chats you are buying. Checkout, or a login or database on the horizon: take Wix and budget a year up front. One tie-breaker: if several people will edit the site, read Wix's team members row before you commit.