Real-time personalization for over 230 million users
About Wix
Wix is one of the largest global platforms for website creation and online presence management. More than 230 million people across 190 countries use Wix to build and grow their websites, stores, and businesses. The platform offers enterprise-grade performance and security, along with tools for developers, agencies, and professionals. With over 2 million new users joining each month, Wix is rapidly expanding its capabilities to meet the demands of a global audience.
Outdated systems couldn’t support real-time at scale
Wix needed to serve personalized, data-driven experiences to millions of users every day, but its legacy systems couldn’t keep up.
Real-time data required for optimal user experience
To provide intelligent onboarding, upsell, and support, Wix needed instant access to behavioral and business data for both active and inactive users. Stale or missing data led to missed opportunities and limited personalization.
Redis could not retain all user data
The Redis cache held data only for users active in the past three days. After that, their information was purged to manage memory constraints, limiting the reach of personalization services.
Snapshot process added delays and complexity
To backfill missing data, Wix ran a daily snapshot job using Spark on AWS EMR. This process recalculated data and imported it into HBase, consuming infrastructure and delaying updates.
Two layer architecture slowed development
The combination of HBase as system of record and Redis as fast-access cache introduced complexity in data flow, maintenance, and consistency. Engineering teams had to manage duplicate logic and code across both systems.
Unified real-time architecture on AWS with Aerospike
Wix replaced Redis and HBase with a single Aerospike-based platform, running on AWS, that supports full real-time access at massive scale.
100 percent of user data available instantly
With Aerospike, Wix no longer drops inactive user data. All 1.9 billion keys are available in real time, supporting personalized experiences for every user on the platform.
Snapshot process no longer needed
The daily backfill job was eliminated entirely. Aerospike provides immediate consistency without needing batch recalculations or intermediate storage layers.
Seamless integration with AWS infrastructure
Wix runs the new architecture on AWS, using services such as S3 and Lambda for event handling. Aerospike’s performance fits naturally into this ecosystem.
User profile store drives ML and personalization
Wix uses Aerospike as a real-time user profile store, supporting over 70 internal teams. The platform enables machine learning use cases such as targeting inactive users, customizing experiences, and guiding users to grow their businesses.
Better experiences, faster performance, and lower costs
Wix achieved real-time access, faster responses, and major cost savings with a modernized data platform.
Full real-time availability for all users
Every internal and external user interaction now has access to complete, real-time data without waiting for batch jobs or manual reloads.
6x faster response times
Latency dropped from 18 milliseconds to 2–3 milliseconds, enabling responsive, dynamic user experiences at global scale.
Internal adoption across 70+ teams
With reliable real-time access to user data, more than 70 internal Wix teams are now building smarter features, testing ideas faster, and improving personalization throughout the product.
45% lower annual cost
Despite handling more data than before, the new system runs more efficiently, saving nearly half the yearly cost.
Testimonials
We were not able to do our jobs because the data simply wasn’t available in Redis in real time.
Tal Gabay
WixEngineering ManagerOur response times dropped from 18 milliseconds to 2 to 3 milliseconds. Plus, we experienced cost savings of over 45 percent just by moving to Aerospike. Thus, we have all the data available for less than what we paid before.
Tal Gabay
WixEngineering ManagerGet started with Aerospike
For high-performance, scalable data management and ultra-low latency, ideal for handling massive datasets and real-time applications.
Real-time personalization for over 230 million users
About Wix
Wix is one of the largest global platforms for website creation and online presence management. More than 230 million people across 190 countries use Wix to build and grow their websites, stores, and businesses. The platform offers enterprise-grade performance and security, along with tools for developers, agencies, and professionals. With over 2 million new users joining each month, Wix is rapidly expanding its capabilities to meet the demands of a global audience.
Outdated systems couldn’t support real-time at scale
Wix needed to serve personalized, data-driven experiences to millions of users every day, but its legacy systems couldn’t keep up.
Real-time data required for optimal user experience
To provide intelligent onboarding, upsell, and support, Wix needed instant access to behavioral and business data for both active and inactive users. Stale or missing data led to missed opportunities and limited personalization.
Redis could not retain all user data
The Redis cache held data only for users active in the past three days. After that, their information was purged to manage memory constraints, limiting the reach of personalization services.
Snapshot process added delays and complexity
To backfill missing data, Wix ran a daily snapshot job using Spark on AWS EMR. This process recalculated data and imported it into HBase, consuming infrastructure and delaying updates.
Two layer architecture slowed development
The combination of HBase as system of record and Redis as fast-access cache introduced complexity in data flow, maintenance, and consistency. Engineering teams had to manage duplicate logic and code across both systems.
Unified real-time architecture on AWS with Aerospike
Wix replaced Redis and HBase with a single Aerospike-based platform, running on AWS, that supports full real-time access at massive scale.
100 percent of user data available instantly
With Aerospike, Wix no longer drops inactive user data. All 1.9 billion keys are available in real time, supporting personalized experiences for every user on the platform.
Snapshot process no longer needed
The daily backfill job was eliminated entirely. Aerospike provides immediate consistency without needing batch recalculations or intermediate storage layers.
Seamless integration with AWS infrastructure
Wix runs the new architecture on AWS, using services such as S3 and Lambda for event handling. Aerospike’s performance fits naturally into this ecosystem.
User profile store drives ML and personalization
Wix uses Aerospike as a real-time user profile store, supporting over 70 internal teams. The platform enables machine learning use cases such as targeting inactive users, customizing experiences, and guiding users to grow their businesses.
Better experiences, faster performance, and lower costs
Wix achieved real-time access, faster responses, and major cost savings with a modernized data platform.
Full real-time availability for all users
Every internal and external user interaction now has access to complete, real-time data without waiting for batch jobs or manual reloads.
6x faster response times
Latency dropped from 18 milliseconds to 2–3 milliseconds, enabling responsive, dynamic user experiences at global scale.
Internal adoption across 70+ teams
With reliable real-time access to user data, more than 70 internal Wix teams are now building smarter features, testing ideas faster, and improving personalization throughout the product.
45% lower annual cost
Despite handling more data than before, the new system runs more efficiently, saving nearly half the yearly cost.
Testimonials
We were not able to do our jobs because the data simply wasn’t available in Redis in real time.
Tal Gabay
WixEngineering ManagerOur response times dropped from 18 milliseconds to 2 to 3 milliseconds. Plus, we experienced cost savings of over 45 percent just by moving to Aerospike. Thus, we have all the data available for less than what we paid before.
Tal Gabay
WixEngineering ManagerGet started with Aerospike
For high-performance, scalable data management and ultra-low latency, ideal for handling massive datasets and real-time applications.