Wix Forms and the built-in CRM

Every submission on a Wix form goes to three places. It's saved in that form's submissions table, it creates or updates a contact in your Contacts list, and it triggers a notification email to you. From there, the customer relationship tools that come with Wix take over: labels and segments to organize people, an Inbox to reply, tasks to follow up, and pipelines to track a lead through to a sale.

Your plan limits how many forms you can build and how complex each one can be. As of October 2026, a free site gets 4 forms and the top plans get 75. Wix doesn't publish a cap on how many submissions a form can receive.

New Wix Forms and old Wix Forms

Wix has been replacing its original forms app with a new one. The new Wix Forms has a separate form builder with multi-choice fields, checkboxes, drop-downs, columns, sections and multiple pages. In old Wix Forms, you edit fields directly on the form in the editor.

Which one you have depends on when and where the site was built. In the Wix Editor, new forms are listed under "Premade Forms" and old forms have their own category. In the Studio Editor, new forms are the default, and the old app was removed from the Add Elements panel starting August 1, 2025. The Wix Harmony Editor offers only the new version. A site can have both versions at once.

There is no way to convert an old form. Wix's instruction is to delete it and rebuild it in the new builder. Old submissions stay with the old form and don't copy across, so download them first. Wix compares the two in its new and old Wix Forms article.

It's worth switching if you want the new builder's sections and multi-page forms, or enhanced conversions for Google Ads, which Wix supports only on new forms.

Form limits by plan

Wix says you can create 4 forms for free, whichever version you use. Paid plans raise the limits as follows, as of October 2026.

A "step" is a page in a multi-page form. A "condition" is a rule that shows or hides a field based on an earlier answer. Premium fields, including file upload, signature and appointment fields, start at Core and Studio Standard. Wix lists the details in its Wix Forms upgrade article, and you can see your current count against your limit at Forms & Submissions in the dashboard.

Two notes on reading the table. The Light plan's 10-field ceiling is tight for a quote request form, so count your fields before choosing a plan. And none of these limits is about submission volume. The only submission limit Wix documents is one you set yourself, with Limit Submissions in a form's settings, for cases such as a sign-up with limited places. For what else each plan includes, see Wix plans compared.

Where a submission goes

The submissions table

All your forms are listed at Forms & Submissions in the dashboard. Click More Actions, then View submissions, to open a form's table. In new Wix Forms, the table has three tabs: Submissions, Spam and Trash. A "Summarize with AI" option is available on the table.

Old forms sit under an Old Forms tab. If an old form has no table, it has to be created in the editor, and submissions collected before the table existed don't appear in it.

The contact record

Every submission also creates a contact. In new Wix Forms, the data from all contact fields, including custom contact fields, saves to the Contact List automatically. Answers in fields that aren't contact fields stay in the submissions table.

The notification email

By default, an email goes to the site owner when someone submits a form. That email is built with Wix Automations, so you change who receives it by editing the automation's Send an email action, not the form. If your notifications aren't arriving, we cover the causes in Wix form not sending emails.

Spam protection

New Wix Forms have built-in spam filters. You set the level in Edit Form → Settings → Spam filter settings, choosing from three options: "Only reCAPTCHA", "Basic and reCAPTCHA" and "Advanced and reCAPTCHA". The reCAPTCHA is invisible. A visitor sees a challenge only if the system suspects a bot.

Submissions caught by the filter go to the Spam tab, stay there for 30 days and are then permanently deleted. Wix states that these submissions "do not trigger notification emails". If a customer says they filled in your form and you never heard about it, check the Spam tab first. You can mark a submission as not spam to restore it.

Contacts, labels and segments

The Contacts list, at Contacts in your dashboard, is the center of the CRM. A CRM, or customer relationship management system, is a record of everyone who has dealt with your business and what they did. People are added automatically when they fill out a form, sign up, make a purchase or join your members area.

Wix gives you three ways to organize them:

• Labels are static tags you apply to contacts, such as "Wholesale inquiry". Two predefined labels can't be deleted: "Customers" for people who bought from your store, and "Contacted Me" for people who used a contact form.
• Segments are groups that update on their own based on filters, such as contact details, site activity, email engagement or store activity. A segment can also trigger an automation when a contact enters or leaves it.
• Table views are saved custom lists.

Wix describes these in its contact list overview. Use labels for facts that don't change and segments for behavior that does. Segments are also how you pick an audience in Wix Email Marketing.

Importing contacts

You can bring in an existing list as a CSV file. The file must be UTF-8 with a header row, every row needs an email or a phone number, and each file must hold fewer than 20,000 contacts. Wix detects duplicates by email address. The import screen has a "Mark as email subscribers" checkbox. Tick it only for people who agreed to join your mailing list.

Wix Inbox

Wix Inbox collects conversations in one place: form submissions, site chat, email, Facebook, Instagram Business and WhatsApp Business. The site must be published to use it. You can save replies, send coupons and payment requests, and assign a conversation to a collaborator.

One setting is easy to overlook. If you connect an email account such as Gmail, Outlook or a business mailbox as a channel, Wix says "all outgoing emails from your site, such as contact form responses or store order updates" are sent from that address. That is good for brand consistency, but make sure it's a mailbox someone monitors. Channels can only be connected from a desktop computer.

Tasks and pipelines

For follow-up, Wix has tasks and reminders under Contacts → More Actions → Tasks & reminders. A task can have a due date, a linked contact and a team member assigned. An automation can create a task for you, for example "call back within one business day" whenever a quote form is submitted.

Wix Pipelines is the sales-tracking tool. It's a visual board with columns for stages, such as New lead, Quoted and Won, and a card for each opportunity that you move from stage to stage. Wix says there is "no limit on number of pipelines or cards, but there is a limit of 30 stages per pipeline". Cards can carry a value, a priority and a due date, and each stage shows a total by value. Pipelines come with suggested automations, such as creating a card in "New lead" when a specific form is submitted. See Wix's Pipelines overview.

You may also see Workflows, an older and simpler board under Contacts → More Actions → Workflows. Pipelines adds the value fields, team assignment, custom fields and built-in automations that Workflows lacks, so use Pipelines for a new setup. We suggest starter recipes in Wix Automations: what to automate first.

Exporting your data

You can take your data out of Wix, and it's worth doing on a schedule.

Contacts export as a Regular CSV, Google CSV or Outlook CSV. Labels aren't included in the Google CSV format, so choose Regular CSV if you rely on labels. Details are in Wix's contact export article.

Deleted submissions sit in the Trash tab for 180 days before they're permanently removed. Because only the owner can export contacts, an agency or employee working as a collaborator can't do it for you.

When the built-in CRM is enough

For a business where leads arrive through the website and one or a few people follow up, the built-in tools cover the full path: form, contact, notification, task, pipeline. Nothing extra to buy and nothing to connect. That is one of the cases we describe in when Wix is the right choice.

The limits show up in specific situations:

• Campaign source on each lead. Wix states that it's currently not possible to add UTM parameters, the tags that identify which campaign a visitor came from, to Wix Forms. You can see lead sources in aggregate reports, but not stored on each submission. Our guide to tracking leads and calls from a Wix site covers the workarounds.
• A sales team already using another CRM. Wix submissions can be passed to outside tools through Zapier or a webhook, which is a message one system sends to another when something happens. That works, but it's another connection to maintain.
• Complex forms on a low plan. Ten fields and three conditions on Light is restrictive for intake or application forms.

Conclusion

Wix Forms and the built-in CRM give a small business a complete lead-handling system at no extra cost: submissions are stored, contacts are created, and labels, segments, tasks and pipelines keep follow-up organized. Check your plan's form limits before you design, use the new form builder for anything new, and export your contacts and submissions regularly. If you'd like forms, pipelines and notifications set up properly from the start, our Wix website services team can help. More guides are in our Wix hub.

Frequently asked questions