Wix Contacts is the contact list in your site's dashboard, and anyone who fills in a form, signs up, buys something or joins your members area is added to it automatically. From there you can add or import people, group them with labels and segments, and run tasks, workflows and email campaigns against them.
Here's what most people miss. Only the site owner can export contacts, so a team member with dashboard access can't take a copy of the list, as of October 2026. Deleted contacts can't be restored one by one. And if you delete someone and later import a CSV containing their email or phone number, their old details come back, even if they're not in your file. That last one surprises a lot of people tidying up a list.
Contacts, members and subscribers are not the same
| Type | Who they are | How they get there |
|---|---|---|
| Contact | Anyone on your contact list | Contacting you through the site, being added by hand, or imported from Gmail or a CSV file |
| Member | A contact with a profile who's signed up through the Member Signup form | Signing up, or you turning a contact into a member without the signup process |
| Subscriber | A contact who's agreed to get your marketing emails, newsletters or updates | A form such as Get Subscribers, or a subscription status you set |
Members and subscribers are both types of contact, so everyone ends up in the one list. When you set a contact as a member from their panel, Wix automatically emails them asking them to create a password for the new account.
Adding people by hand or with the AI Assistant
Use the Create New drop-down at the top right of your contacts. The manual route asks for first and last name, primary email, primary phone and address. If someone has more than one email or number, only the primary one receives communications, and the rest are stored for reference. There's also a Create with AI option, where you type the name, email and phone number and the AI Assistant suggests extra details such as a birthdate before adding the contact. Wix Forms, Wix Chat's pre-chat form and the Members Area all feed the list too, and my guide to Wix Forms covers the form side.
Importing a CSV without the usual errors
Most import trouble comes from the file, not from Wix. These are the limits Wix lists for a CSV import, as of October 2026.
| Import rule | Limit or requirement |
|---|---|
| Contacts per file | Fewer than 20,000 |
| Columns | No more than 200 |
| Custom fields | Up to 100 |
| Every row | An email address or phone number |
| Dates | YYYY-MM-DD |
| File format | CSV in UTF-8 encoding, separated by commas or semicolons |
| Contacts per site from Gmail | Up to 200,000 |
- Click the drop-down next to Create New in Contacts, then Get Started under CSV file.
- Drag your file in or browse to it, and tick Mark as email subscribers only if everyone in the file has agreed to join your mailing list.
- Check how Wix has matched your column titles to its contact fields. Fix any marked with an orange icon, because unmatched fields aren't imported.
- If a Some Contacts Have Errors screen appears, open the error file, make the changes in its Solution column and upload again.
- Add a label to the batch, such as the event they came from, and import.
Duplicates are judged on email address, and if two rows share one, only the first is imported. A contact with an error in one field is still created with that field left blank, but a row missing both email and phone can't be imported at all. If non-Latin characters come through garbled, Wix suggests uploading the file to Google Sheets and downloading it again as comma-separated values without opening it in between. Mistyped addresses such as @gmial.com are worth a look as well, because they'll bounce later.
Labels, segments and saved views
Wix gives you three ways to group people. Labels are static tags you add yourself, such as lead, customer or service provider, and a contact can carry several. Table views are saved, filtered versions of the list, and you can set one as the default. Segments are the clever one: they update automatically from filters you choose, so people move in and out without you touching them.
A segment can use contact details, site activity, email engagement and store activity, with up to 10 filters working together. Wix's own examples include contacts who abandoned their cart in the last 30 days and haven't bought since, or people who opened a campaign and visited recently but haven't purchased in the last 60 days. Use is not to exclude people. Sending an email campaign to a segment counts as one of your monthly campaign allowances, and segments can also trigger Wix Automations when someone enters or leaves them.
Tasks and workflows inside Contacts
Tasks and Reminders sit under the More Actions icon. You add a task, set a due date, link it to a contact and assign it to someone on your team, and Wix sorts tasks into No Due Date, Tomorrow, Upcoming and Overdue. A task linked to a contact also shows in that contact's panel, and deleting a task can't be undone. Wix Automations can create tasks for you when something happens, such as a form being submitted.
Workflows are boards of columns that cards move across as a lead or customer progresses. There are templates for sales leads, hiring, help desk, website design, online store, business meetings, site members and a simple to-do board. Pair one with Automations and a card can move itself to a Paid step when an invoice is paid.
Custom fields, merging and exporting
Custom fields can be text, number, date or URL, and a new one is added to every contact automatically. Renaming one keeps its data, but deleting one wipes that information from all your contacts. You can merge up to 5 duplicate contacts into 1, and if one of them is a site member, they have to stay the main contact. The list shows up to 5 columns at a time.
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Export goes out as Regular, Google or Outlook CSV, up to 50,000 contacts at a time. The Google format doesn't carry labels and takes up to 16 custom fields, starting with the oldest.
My verdict on Wix Contacts
I'd treat Wix Contacts as the centre of a small Wix business rather than a list you look at now and then. Get your segments built early, because they keep themselves current and they're what make email marketing worth sending. I'd skip bulk deleting and re-importing to clean up, because old details can come straight back. And if you're the owner, export a backup now and then, since nobody else on the site can.
A contact list that sorts itself into segments and tasks is a small taste of what automation can do. I run AI training and workshops for teams, and help businesses with AI enablement and workflow automation, so the busywork runs itself and people get time back. Most of that work is with SaaS marketing teams and small businesses. Here's how we can work together.
Frequently asked questions
How do people get added to Wix Contacts?
Automatically, whenever they fill in a form, sign up, make a purchase or join your members area. You can also add them by hand or import them from Gmail or a CSV file.
How many contacts can I import into Wix at once?
A CSV import file must contain fewer than 20,000 contacts and no more than 200 columns. Gmail imports allow up to 200,000 contacts per site.
Who can export Wix contacts?
Only the site owner. You can export up to 50,000 contacts at a time as a Regular, Google or Outlook CSV file.
Can I restore a deleted Wix contact?
Deleted contacts can't be restored individually.
What's the difference between a Wix contact and a subscriber?
A subscriber is a contact who has given you permission to send marketing emails, newsletters or updates. Every subscriber is a contact, but not every contact is a subscriber.
