Direct answer: at annual public prices, the lowest subscription for a marketing site is Framer Basic at USD 10/month (120/year), Wix Light at 17 (204/year) or Durable Launch at 22 (264/year). For booking/CRM, Durable Launch stays at 22, Wix needs Core at 29, and Framer needs a third-party tool. For payments/e-commerce, Wix needs Business at 39 (468/year), Durable explicitly says it is not designed for e-commerce, and Framer is not e-commerce-first. Three-year subscription cash outlay: Framer Basic 360, Wix Light 612, Durable Launch 792; for a lead-generation site with booking: Wix Core 1,044, Durable Launch 792, Framer Pro 1,080 plus booking. Real total cost also includes domain renewal, business email, payment fees, apps/plugins, templates, content and maintenance.
This guide is for SMEs, export/local-service businesses, marketing leaders and procurement teams building their own site or a client site. Data cut-off: 3 November 2026; prices are US public list prices in USD, excluding tax, with no FX conversion; the three-year TCO is an editorial calculation, not a vendor quote. The three products are not the same category: Wix is “website + business apps”, Framer is “design-led marketing site”, and Durable is “AI generation + local-service CRM/booking”. Choose the form before comparing price.
Separate showcase, lead-generation, e-commerce and booking/CRM sites; then check how many pages, CMS collections, AI credits, seats and transaction features the annual price includes; finally add domain renewal, business email, payment fees, apps/plugins, content and migration. A USD 17/month website plan is not a USD 17/month total cost.
Three kinds of “AI website builder”: not the same purchase
Wix generates a first draft from a prompt, then supports refinement with its built-in AI agent Aria and drag-and-drop editing; its plans run from a showcase site to payments, e-commerce, booking and marketing. Framer centres on a design canvas and CMS; AI agents consume credits, and it suits brand/marketing sites rather than e-commerce or booking. Durable generates a local-service site in 30 seconds; Launch includes CRM, booking, advanced SEO/GEO and AI agents, while Grow adds unlimited members, automatic multilingual translation and 5× AI credits — but its official FAQ says it is not designed for e-commerce.
| Form | Example | Core proposition | Best fit | Boundary |
|---|---|---|---|---|
| Website + business apps | Wix | Prompt-to-draft + drag-and-drop; payments, e-commerce, booking, marketing suite | SMEs running content, payments and booking on one site | Capabilities tiered by plan; e-commerce starts at Business |
| Design-led marketing site | Framer | Design canvas, CMS, AI agents, fast publishing | Brand sites, portfolios, landing pages, content marketing | Not e-commerce/booking-first; pages, CMS, seats and locales are tiered |
| AI generation + local service | Durable | 30-second generation, CRM, booking, SEO/GEO, AI agents | Local service providers, consultants, single-store small teams | Official FAQ says not designed for e-commerce; limited HTML customisation |
Sources: Wix Plans, Framer Pricing and Durable Pricing (all accessed 3 November 2026). This is editorial grouping, not a vendor taxonomy; “boundary” covers only what the official pages verify and does not judge template quality or generation quality.
The official 2026 price lists
Wix: Free 0, Light 17, Core 29, Business 39 and Business Elite 159 USD/month (yearly billing, displayed as paid in full). Framer: Free 0, Basic 10 and Pro 30 (yearly), Enterprise custom; Basic includes 1,000 AI credits/month and Pro 3,000. Durable: Free 0, Launch 25 monthly/22 yearly, Grow 49 monthly/41 yearly; Launch includes 1,000 credits/month and Grow 5,000. All three have a free tier, but the free tier cannot connect a custom domain or is preview-only.
| Platform / plan | Monthly (USD) | Annual-equivalent (USD/month) | Annual total (USD) | AI allowance / key scope |
|---|---|---|---|---|
| Wix Free | 0 | 0 | 0 | Site preview; no custom domain |
| Wix Light | — (yearly only) | 17 | 204 | 2 GB storage, 2 collaborators; AI creation tools; no payments |
| Wix Core | — | 29 | 348 | 50 GB, 5 collaborators; payments, basic e-commerce, booking |
| Wix Business | — | 39 | 468 | 100 GB, 10 collaborators; standard e-commerce, marketing suite |
| Wix Business Elite | — | 159 | 1,908 | Unlimited storage, 100 collaborators; advanced e-commerce/developer platform |
| Framer Free | — | 0 | 0 | 500 one-time AI credits; Framer subdomain; 1 GB bandwidth |
| Framer Basic | — (yearly) | 10 | 120 | 1,000 credits/month; 30 pages, 2 CMS, 50 GB; one custom domain |
| Framer Pro | — (yearly) | 30 | 360 | 3,000 credits/month; 150 pages, 10 CMS, 100 GB; staging/redirects |
| Framer Enterprise | Custom | Custom | Custom | Custom limits, SSO/SCIM, unlimited editors, dedicated support |
| Durable Free | 0 | 0 | 0 | 300 one-time credits; site preview; CRM for 10 customers |
| Durable Launch | 25 | 22 | 264 | 1,000 credits/month; custom domain (up to USD 20), CRM, booking, SEO/GEO |
| Durable Grow | 49 | 41 | 492 | 5,000 credits/month; unlimited members, automatic multilingual, USD 40 domain credit |
Sources: Wix Plans (page states prices are yearly, paid in full, USD for reference, varying by region/tax), Framer Pricing (yearly; Basic/Pro prices and credits) and Durable Pricing (monthly/yearly toggle, 15% annual saving). USD, excluding tax; Wix does not list monthly prices and Framer lists yearly only, shown as “—”. AI allowances list only numbers the official pages publish; Wix does not list credits on its pricing page and this article does not infer them.
Three-year subscription cash outlay: from 360 to 1,404+
One showcase/marketing site: Framer Basic USD 360 over three years, Wix Light 612 and Durable Launch 792. For booking/CRM: Wix Core 1,044, Durable Launch 792, while Framer needs a third-party tool. For payments/standard e-commerce: Wix Business 1,404; Framer and Durable are not e-commerce-first. Multilingual plus a three-person team: Framer Pro with one locale 1,800, Durable Grow 1,476, Wix Business 1,404 plus a multilingual app.
| Scenario (3-year subscription) | Wix | Framer | Durable |
|---|---|---|---|
| One showcase/marketing site | Light 612 | Basic 360 | Launch 792 |
| One lead-generation site + booking/CRM | Core 1,044 | Pro 1,080 + third-party booking | Launch 792 |
| One e-commerce/payments site | Business 1,404 | Not e-commerce-first | Not e-commerce-first |
| Multilingual + 3-person team | Business 1,404 + multilingual app | Pro + 1 locale 1,800 | Grow 1,476 |
Editorial calculation, not a quote. = annual-equivalent monthly price × 36; excludes domain renewal, business email, payment fees, apps/plugins, templates, content production, migration and maintenance. Wix Business 1,404 = 39 × 36; Framer Pro + 1 locale = (30 + 20) × 36 = 1,800; Durable Launch 792 = 22 × 36, Grow 1,476 = 41 × 36. Wix multilingual app/plugin fees are excluded; Framer charges USD 20/month per extra locale; Durable Grow includes automatic translation.
The most overlooked point is the capability jump: Wix Light at USD 17 cannot take payments, so payments require Core at 29 (USD 432 more over three years), and standard e-commerce requires Business at 39 (1,404 over three years). Durable Launch at 22 already bundles CRM, booking and SEO, so the “lead-generation + booking” scenario is USD 252 cheaper than Wix Core over three years; but Durable cannot do e-commerce, and the money saved by choosing the wrong form returns as migration cost.
AI allowances: Framer 1,000/3,000, Durable 1,000/5,000, Wix not listed
Framer: Free 500 one-time credits; Basic 1,000/month and Pro 3,000/month, shared across the workspace; agents, localisation and other AI features consume credits, and extra credits can be added. Durable: Free 300 one-time; Launch 1,000/month and Grow 5,000/month; AI agents cover blogs, social posts, SEO, review replies and lead replies. Wix: all plans include AI creation tools, but the pricing page does not list credits or overage, so procurement must ask. None of the three lets you convert “1,000 credits” into “1,000 pages”.
| Platform | Free allowance | Paid allowance | Pooling/refresh | Ask in procurement |
|---|---|---|---|---|
| Wix | AI creation tools with every plan | Credits not listed on the pricing page | Not listed | Credits per generation/image/rewrite; overage rules |
| Framer | 500 one-time | Basic 1,000/month; Pro 3,000/month | Workspace-shared; extra credits available | Credits per agent/localisation/image; add-on price |
| Durable | 300 one-time | Launch 1,000/month; Grow 5,000/month | Per account/month | Credits per AI blog/social/SEO/lead reply; can manual editing continue after the allowance runs out |
Sources: Wix Plans (AI creation tools on all plans, credits not listed), Framer Pricing (Free 500 credits; Basic 1,000/month; Pro 3,000/month; shared, addable; agents/localisation consume credits) and Durable Pricing (Free 300 total; Launch 1,000/month; Grow 5,000/month). Accessed 3 November 2026. “Not listed” means the official pricing page publishes no number; this article does not guess.
If AI-search/GEO visibility is part of the goal, monitoring has its own pricing model — see AI search visibility monitoring cost; for pre-launch form, privacy and mobile acceptance, see the recruitment/employer-brand page acceptance checklist.
If the main use is batch-generating landing pages, blogs and images, credits become the real constraint. If the site is built once and only lightly edited afterwards, 1,000/month is rarely the bottleneck — but none of the three publishes “credits per page”, so the only reliable test is a POC with a real build.
What does USD 10–39/month actually buy?
Wix wins on “one subscription covers site, payments, e-commerce, booking and marketing”, but capability is tiered across Light/Core/Business/Elite. Framer wins on design freedom and CMS, with pages, CMS, seats and locales metered separately. Durable wins on AI generation + CRM/booking + SEO/GEO as a bundle, but editing freedom and e-commerce are limited. The choice is not “who has more features” but “where my core workflow sits”.
| Capability | Wix | Framer | Durable |
|---|---|---|---|
| AI whole-site generation | Prompt + drag-and-drop editing | AI agents + design canvas | 30-second generation; AI agents keep operating |
| Blog / CMS | Blog + content management | Basic 2 / Pro 10 CMS collections | Blog builder |
| Payments / e-commerce | Payments from Core; standard e-commerce on Business; advanced on Elite | Not e-commerce-first | Official FAQ: not designed for e-commerce |
| Booking / CRM | Booking and services from Core | Third-party required | Built-in CRM + booking from Launch |
| Multilingual | Via app/multilingual features (not priced on the page) | USD 20/month per locale, up to 20 | Grow auto-translates the site and SEO metadata |
| Collaboration seats | Light 2 / Core 5 / Business 10 / Elite 100 | Up to 10 seats; extra editor USD 20/month | Unlimited members on Grow |
| SEO / GEO | Marketing suite and SEO tools | Built-in SEO | Advanced SEO/GEO, llms.txt, AI search ranking |
| Migration/code | Hosted platform; code export not listed | Hosted platform; code export not listed | Official FAQ: no extensive HTML customisation |
Sources: Wix Plans, Framer Pricing, Durable Pricing and Durable FAQ (accessed 3 November 2026). This is an editorial comparison, not a full feature list; “not e-commerce-first / third-party required” means the official pricing page does not sell that capability as part of the plan, not that a plugin can never provide it. Template quality, generation quality, actual SEO ranking and migration effort were not tested.
Seven price traps: annual billing, tier jumps, seats and “free domains”
First, Wix at USD 17 is Light and cannot take payments; payments require Core at 29 and standard e-commerce requires Business at 39. Second, Framer at 10 includes only 30 pages/2 CMS; Pro at 30 brings 150 pages/10 CMS. Third, Framer charges extra editors USD 20, content editors 10 and locales 20/month, so teams and multilingual push 30 higher. Fourth, Durable at 22 is Launch; Grow at 41 brings unlimited members, automatic multilingual and 5× AI. Fifth, Durable does not do e-commerce; do not use it to save e-commerce money. Sixth, “free domain” is usually first-year or a credit, with renewal extra. Seventh, annual plans are paid upfront, so cash flow and lock-in matter.
| What it looks like | What it is | Budget impact |
|---|---|---|
| Wix USD 17/month | Light; no payments, 2 GB, 2 collaborators | Payments need Core 29; USD 432 more over 3 years |
| Wix USD 39/month | Business standard e-commerce; Elite 159 is advanced | May jump again as e-commerce features/volume grow |
| Framer USD 10/month | 30 pages, 2 CMS, 1,000 credits | Upgrade to Pro 30 when pages/CMS run out; USD 720 more over 3 years |
| Framer USD 30/month | Excludes extra locales/editors/Convert/advanced hosting | One locale +20/month; USD 720 more over 3 years |
| Durable USD 22/month | Launch; Grow 41 brings unlimited members/multilingual/5,000 credits | Team/multilingual scenarios cost USD 684 more over 3 years |
| Durable can build e-commerce | Official FAQ: not designed for e-commerce | Wrong form; migration/rebuild costs more |
| “Free domain” | Wix first year; Durable up to USD 20/40 credit | Renewal from year two is extra |
| Annual monthly price | Wix/Framer paid in full yearly; Durable yearly saves 15% | Cash-flow pressure and early lock-in |
Sources: Wix Plans, Framer Pricing and Durable Pricing/FAQ (accessed 3 November 2026). Differences are editorial arithmetic over 36 months; excludes tax, domain renewal, email, payment fees, apps/plugins, templates, content and migration. Wix monthly prices are not listed; Durable’s 22/41 are the yearly-toggle display prices.
Which option fits which scenario?
Personal portfolio/landing page on a budget: Framer Basic. Local service provider needing booking/CRM/SEO: Durable Launch. SME site with blog and payments: Wix Core/Business. Design-led brand site: Framer Pro. Multilingual plus a team: Durable Grow or Framer Pro with locales. E-commerce: Wix Business. Complex system integration, unique data models or strict compliance: do not force an AI builder; use custom development/independent architecture.
| Scenario | First choice | Why | Watch out |
|---|---|---|---|
| Personal portfolio / 1–5 page landing | Framer Basic | USD 120/year, high design freedom | 30-page/2-CMS cap |
| Local service: booking + CRM + SEO | Durable Launch | USD 264/year; CRM/booking/SEO bundled | No e-commerce; limited editing |
| SME site + blog + payments | Wix Core / Business | One subscription covers content, payments, booking/e-commerce | Light cannot take payments; e-commerce needs Business |
| Design-led brand site / content marketing | Framer Pro | 150 pages, 10 CMS, 3,000 credits | Locales/editors/Convert cost extra |
| Multilingual + 3+ person team | Durable Grow / Framer Pro + locales | Unlimited members/auto translation vs design freedom | Framer USD 20/locale; Durable editing is limited |
| E-commerce / payments | Wix Business | Standard e-commerce, payments, marketing | May upgrade to Elite as volume/features grow |
| Complex integration / unique workflow / strict compliance | Custom development | AI-builder templates cannot cover it | Budget/timeline out of scope here |
“First choice” is an editorial judgement, not a vendor recommendation; the final decision depends on page/CMS count, payments, booking/CRM, languages, team seats, migration cost and compliance. Prices are public list prices, excluding tax and discounts.
What should procurement and acceptance specify?
At least eight things: site type and page/CMS count, whether payments/e-commerce are needed, booking/CRM, languages and team seats, AI allowance and overage, domain/email/payment fees, migration and export, and SEO/GEO plus performance acceptance. Then run a two-week POC with the same brand assets and 10 pages: record generation time, manual edits, mobile behaviour, Core Web Vitals, whether forms/payments/booking work, rather than just “it generated in 30 seconds”.
- Pages/CMS: how many now and in 12 months; Framer Basic 30 pages/2 CMS, Pro 150 pages/10 CMS; upgrade or add on when exceeded.
- Transactions: payments, physical/services, tax/shipping/refunds; Wix payments from Core and standard e-commerce on Business; Durable is not e-commerce.
- Booking/CRM: calendar sync, forms, lead replies, customer records; Durable Launch includes them, Wix from Core, Framer needs a third party.
- Languages/seats: how many locales and editors; Framer USD 20/locale and USD 20/extra editor; Durable Grow unlimited members + auto translation; Wix 2/5/10/100 by plan.
- AI allowance: pages/blogs/images per month; Framer 1,000/3,000, Durable 1,000/5,000; Wix does not list it, so get overage rules in writing.
- Domain/email/payments: whether the free domain is first-year or a credit; business email separate; payment processing, refunds and chargebacks; none is in the subscription.
- Migration/export: content/URL/redirect export; whether switching platforms requires a rebuild; all three are hosted-first and none lists a complete code export on its pricing page.
- POC: two weeks, same assets, 10 pages (home/product/case/blog/contact/privacy/multilingual), recording generation time, edits, mobile, LCP/CLS, forms/payments/booking, SEO metadata and structured data.
FAQ
Which is cheapest for a showcase site?
Annual prices: Framer Basic USD 120/year (10/month), Wix Light 204 (17/month) and Durable Launch 264 (22/month). Framer is cheapest, but Basic has only 30 pages/2 CMS; Wix Light cannot take payments; Durable Launch includes CRM/booking/SEO and suits local service providers. Three-year subscriptions are 360/612/792, excluding domain renewal, email and content.
What about booking and CRM?
Durable Launch at USD 22/month (264/year) bundles CRM, booking, advanced SEO/GEO and AI agents — the most complete of the three; Wix needs Core at 29 (348/year) for booking/services; Framer needs a third-party booking tool, and Pro at 30 is only site/CMS. If payments/e-commerce are also needed, Durable is not suitable; choose Wix Core/Business.
Which can take payments/e-commerce?
Wix: payments from Core at 29, standard e-commerce from Business at 39 and advanced e-commerce from Elite at 159; Durable’s official FAQ says it is not designed for e-commerce; Framer is not e-commerce-first. E-commerce also carries payment fees, tax, shipping, refunds and plugins; the subscription is only the base.
What is the difference between Framer USD 10 and 30?
Basic 10/month (yearly): 30 pages, 2 CMS collections, 1,000 CMS items, 1,000 AI credits/month, 50 GB bandwidth. Pro 30/month: 150 pages, 10 CMS, 2,500 CMS items, 3,000 credits/month, 100 GB, staging/redirects. Extra editor USD 20/month, content editor 10/month, locale 20/month, Convert 50 per 500k events, advanced hosting 200.
What is the difference between Durable USD 22 and 41?
Launch 22 (yearly): 1,000 AI credits/month, custom domain (up to USD 20), CRM, booking, SEO/GEO. Grow 41: 5,000 credits/month, unlimited team members, automatic translation of the site and SEO metadata, USD 40 domain credit, dedicated onboarding. Grow is for teams, multilingual and heavy AI use.
Are AI credits enough?
None of the three publishes “credits per page/blog”, so test with your own tasks. Framer Basic 1,000/month and Pro 3,000/month; Durable Launch 1,000/month and Grow 5,000/month; Wix does not list credits. Credits are rarely the bottleneck for a one-off build, but accumulate with ongoing SEO blogs, social posts and images.
Is the “free domain” really free?
Wix includes a free domain for the first year on paid plans, with renewal from year two; Durable gives a domain credit of up to USD 20 (Launch) or 40 (Grow), with any excess paid; Framer includes a complimentary domain on yearly billing. Domain renewal, business email and add-ons beyond DNS/SSL are extra.
What hidden costs remain?
Domain renewal, business email, payment processing fees, paid apps/plugins, premium templates, image/font licensing, copywriting, translation, migration/rebuild, SEO and performance work, maintenance and internal labour. None of the three subscriptions includes these; separate “build” from “operate” in the first-year budget.
Research method and limitations
This article separates “official facts” from “editorial modelling”: plan prices, page/CMS/seat/AI allowances and transaction capabilities come from the three official pricing pages; the three-year subscription outlay is annual-equivalent monthly price × 36, not a vendor quote. Wix states prices are USD for reference, yearly and paid in full, and vary by region/tax; Framer lists yearly prices only; Durable has a monthly/yearly toggle.
Eight limitations: (1) only US public list prices are compared, without enterprise discounts, tax or implementation/migration; (2) Wix monthly prices, Wix AI credits and Framer monthly prices are not listed on the pages and remain “not listed/yearly only”; (3) the three-year TCO covers subscription only, excluding domain renewal, business email, payment fees, apps/plugins, templates, content and maintenance; (4) template quality, AI generation quality, actual SEO ranking, Core Web Vitals and conversion were not tested, and require a same-assets POC; (5) all three are hosted-first platforms and none lists a complete code export/migration tool on its pricing page, so switching may require a rebuild; (6) only three vendors are compared, excluding Hostinger, Squarespace, Webflow, WordPress and Shopify; (7) “e-commerce/booking/CRM” follows official plan selling points, not the full plugin ecosystem; (8) mainland China network, ICP filing, data compliance and local pricing are excluded. Treat this as a unit-alignment template and replace the assumptions with a two-week real build.
Sources and basis
- Wix, Plans: wix.com/plans. Free 0; Light 17, Core 29, Business 39 and Business Elite 159 USD/month (yearly, paid in full, USD reference); Light 2 GB/2 collaborators, Core 50 GB/5 collaborators/payments/booking, Business 100 GB/10 collaborators/standard e-commerce, Elite unlimited storage/100 collaborators/advanced e-commerce; all plans include AI creation tools; free domain for the first year. Accessed 3 November 2026.
- Framer, Pricing: framer.com/pricing. Free 0 (500 one-time credits, 1 GB bandwidth); Basic USD 10/month yearly (1,000 credits/month, 30 pages, 2 CMS, 50 GB); Pro 30 (3,000 credits/month, 150 pages, 10 CMS, 100 GB, staging/redirects); extra editor 20/month, content editor 10/month, locale 20/month, Convert 50 per 500k events, advanced hosting 200; Enterprise custom. Accessed 3 November 2026.
- Wix, AI Website Builder: wix.com/ai-website-builder. Prompt-to-site generation, Aria as the built-in AI agent, switching between conversational generation and drag-and-drop editing; every Wix site includes hosting and SEO infrastructure; annual plans include a one-year domain voucher; AI tools include text, image, section, meta-tag, email and marketing agents. Accessed 3 November 2026.
- Durable, Pricing: durable.com/pricing. Free 0 (300 one-time credits, CRM for 10 customers); Launch 25 monthly/22 yearly (1,000 credits/month, custom domain up to USD 20, CRM, booking, SEO/GEO); Grow 49 monthly/41 yearly (5,000 credits/month, unlimited members, automatic multilingual, USD 40 domain credit); official FAQ: not designed for e-commerce and no extensive HTML customisation. Accessed 3 November 2026.
Data cut-off 3 November 2026; prices are public list prices excluding tax; all models are editorial calculations. This is not procurement, legal or data-compliance advice.