As every year, Webflow Conf is an important event in the Webflow ecosystem (ofc), but also, more broadly, in the web industry.
And this 2026 edition in particular. Because it comes at a fairly unique moment, one where Webflow has a lot at stake and has hinted at major, potentially disruptive announcements.
In this article, we take a look at what’s at stake for this edition, what we expect, and our participation on the ground in Boston.
The context
For the first time in its history, Webflow has lost market share. Over the past six months, the platform has gone from 0.9% to 0.8%, according to W3Techs data.
At the same time, Webflow has probably never been more present in the upmarket and Enterprise segments, with 15% of the world’s top 5,000 domains powered by Webflow.
This could therefore be seen as the logical consequence of its repositioning: fewer small websites, but more major platforms and Enterprise customers.
But when we broaden the analysis, two other trends emerge:
- Webflow isn’t the only platform losing market share. WordPress is losing share too, and on a much larger scale:
→ 43.0% to 40.7% - Meanwhile, websites built “hard-coded” are growing again:
→ 28.6% to 30.9%
This raises a question: are we witnessing a broader shift in the way the web is built?
A web where the widespread adoption of AI in development workflows is making code more accessible, faster to produce and, in some cases, the norm once again.
It’s against this high-stakes backdrop that we’re heading to Boston for four days to attend the Partner Summit, followed by Webflow Conf 2026.
What we expect from Webflow this year
- Product innovations that allow teams to build better and more intelligently with Webflow.
- A clear and reassuring roadmap for upcoming releases and the role Webflow intends to play in this new way of building for the web.
- And third, exchange ideas with builders from around the world.
Because, as every year, a large part of the conference’s value will probably be found outside the keynotes - in casual conversations with the Webflow teams, other agencies, partners, and web professionals from around the world.
Our takeaways from Webflow Conf 2026
This year, Webflow once again went big.
1. New products, new features
Dozens of new features, new products, better performance, and a lot of updates across the entire platform.
2. Source, by Webflow
Webflow just announced Source.
And it’s probably the biggest product shift Webflow has ever made.
Source is a brand-new product, completely separate from the Designer as we know it today, with a much more “Marketing Engineering cockpit” approach.
The goal: directly compete with AI website builders with a platform that brings together everything you need around a website: design, development, CMS — which can also be used headlessly —, CRO optimization, AI, and more.
The product speaks to both developers and marketers and confirms that Webflow is going full speed ahead on AI.
On paper, and after seeing the demo, it looks very interesting: custom views, agentic AI workflows, plug-and-play integrations, governance from a single dashboard, and the ability to host wherever you want.
But there are still a lot of open questions:
- What will the pricing look like?
- When will Source be available to everyone?
- How will existing Webflow websites migrate to Source?
- And what will Webflow’s overall brand strategy be? How are they going to market and position all of this?
One thing is for sure: the future will look very different for “Webflow developers,” with an increasingly strong shift toward a Marketing Engineering approach.
3. And the people
And it’s not just about the product. Webflow also seems to be accelerating on the product team side.
Seeing T. Ricks join the Product team in particular is pretty reassuring about the direction they’re taking: Webflow seems to want to accelerate product development again and find a better balance between a product-led approach and a dynamic that may have felt more sales-led in recent years.
We’re sharing a lot more behind-the-scenes content and updates on Instagram.
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