About the Wix WebMCP

The Wix WebMCP lets AI agents that run inside a visitor's browser work with a Wix site through structured tools instead of reading the page and clicking through it. When a site visitor opens a Wix site with the Wix WebMCP enabled in a supporting browser, the site registers a set of tools on the page. The visitor's agent discovers these tools and calls them to search the catalog, answer questions about the business, add items to the cart, and bring the visitor to checkout.

WebMCP, short for Web Model Context Protocol, is a proposed web standard incubated in the W3C Web Machine Learning Community Group.

What the Wix WebMCP does for site visitors

When an AI agent connects to a site via the Wix WebMCP, it can perform several key visitor-facing actions:

• Search and catalog filtering: Finds specific products, services, or blog posts based on natural language queries. For example, "Eco-friendly water bottles under $30."
• Guided bookings and orders: Prepares cart items or selects appointment slots directly from visitor requests.
• Site assistance: Reads public site content to answer visitor questions about store policies, business hours, and location details.

Enable the Wix WebMCP

1. Add the Wix WebMCP app to the site.

Visitor agents can use the site as soon as you add the app. To disable agent access, go to Apps, click the Wix WebMCP app, and click Open Dashboard. Then turn off Site is Agent-Ready.

How it works

The Wix WebMCP is an embedded script that loads on every page while Site is Agent-Ready stays on. On each page load, the script:

1. Checks whether the browser exposes document.modelContext. If it doesn't, the script stops. Visitors in regular browsers aren't affected.
2. Connects to the site's own Site MCP server with the visitor's session token and lists the server's tools.
3. Registers each server tool on document.modelContext as a proxy. When the agent calls a tool, the script forwards the call to the Site MCP server with the visitor token attached, so the agent never handles authentication.
4. Registers additional client-side tools that act on the page itself, such as opening the side cart or navigating to checkout.

Every call carries the visitor's own session token, so the agent sees only what that visitor can see.

Checkout happens on the site's checkout page. The agent can build a cart and open checkout, but the visitor completes payment in the browser.

Security and permission scope

The Wix WebMCP limits what an AI agent can access and do:

• Visitor permissions only: After a member logs in, the agent gets that member's experience. Otherwise, the agent acts as an anonymous visitor. An external client that connects to the site's MCP server directly stays anonymous. Dashboard data, sales reports, and other visitors' data aren't accessible.
• Visitor-controlled checkout: The AI agent acts strictly as an assistant. While it can build a cart or draft a booking, the visitor must review and finalize all transactions manually. AI agents can't make unauthorized purchases or access payment information.

Supported agents and model compatibility

• ChatGPT: Supported.
• Google Chrome and Gemini: Planned.

Best practices for site builders

Enabling the Wix WebMCP on a Wix site requires no code. However, following standard content-structuring best practices helps AI agents match site visitor requests more accurately:

• Use clear naming conventions: Give products, categories, and booking services descriptive names so AI agents can accurately match visitor requests.
• Maintain quality metadata: Keep product descriptions, pricing, and FAQs up to date, as the Wix WebMCP relies on this live content to inform visitors.

See also

• About the Wix Site MCP
• About the Wix MCP