Wix to air first Super Bowl commercial

Wix, a Web platform for small business owners, is suiting up for the big game.

The company will air its first Super Bowl spot in the fourth quarter of the Feb. 1 telecast on NBC, Wix said on Wednesday.

With the 30-second spot, Wix will tout its user-friendly platform that aims to make it easy for mom-and-pop businesses to build and maintain their own e-commerce sites.

Israel-based Wix, which boasts 55 million paid users globally, has focused its ad dollars on cheaper direct-response marketing tactics like remnant TV ads.

At least a dozen new advertisers are gearing up Super Bowl XLIX in Glendale, Ariz., including Loctite glue and Mophie, the phone-battery device.