Wix’s Sergei Sorin on building a monetization infrastructure that scales

Sergei Sorin, leading product monetization and growth at Wix, faced challenges with infrastructure limitations that hindered scalability and flexibility in updating pricing plans and offerings. To address this, he envisioned and spearheaded the development of a comprehensive monetization platform at Wix, designed to be a centralized orchestration system for managing entitlements and pricing plans without heavy reliance on developers. Built initially as a minimum viable product (MVP) by a small team over four months, this platform became a significant company-wide initiative that took three years to fully implement. It now enables Wix to efficiently launch new products, adapt offerings to market needs, and conduct numerous A/B tests on pricing with minimal engineering effort, thus significantly supporting the company's recent expansion.

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