Wix.com's (WIX) conviction that it can outpace bookings in H2 is rooted in a number of factors, including sales funnel and product optimizations that are backed by artificial intelligence-initiatives in an effort to augment conversion, monetization and retention rates, Oppenheimer said in a Friday note.

Oppenheimer analysts said investor conversation around the stock was "disproportionately focused" on why Wix's management was confident that H2 bookings would outpace those in H1. The lion's share of improvements should come from a higher proportion of customers moving through AI-enhanced stages of the sales funnel as the year progresses, the investment firm said, citing its meeting with Emily Liu, head of Wix's investor relations department.

The web development company also plans to raise prices in geographies not previously targeted and could also benefit from higher Google Workspace pricing, Oppenheimer said. As far as tariffs are concerned, the investment firm said it does not anticipate "much headwind" on that front.

Oppenheimer has an outperform rating on the stock with a $250 price target.

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