I think they put majority of the blame on Google, but maybe it was because their SEO team wasn't able to get them higher on Google's pagerank? Or competition?
We gave to all of our members/stores owners the possibility to customize their store template.
Also, i was a zilo user back in the time, and really liked it. Glad things turned out well for you !
Wix and Zlio: We had the same investor. Mangrove. They discovered Wix when they came to Israel for a Zlio Board. They know own 25% of Wix.