Wix.com

Wix describes itself as a website builder and domain registrar whose AI-powered platform combines design tools and business solutions in a single dashboard.[1] The core offering provides more than 2,000 templates and intuitive design tools, while Wix's founding account says the platform was designed to let users create sites without coding or design skills.[1] Wix offers free and premium subscriptions, with its editor and App Market supporting the creation and management of an integrated digital presence.[2]

Beyond individual site builders, Wix has developed a broader ecosystem that includes domain registration, e-commerce, brand-growth tools, and advanced SEO and marketing capabilities.[6] Its investor-relations materials position the company as a global SaaS platform that began as a website builder in 2006 and matured into an enterprise-grade product offering reliable infrastructure, security, and commerce solutions.[6] The company was founded on the stated belief that the internet should be accessible to everyone to develop, create, and contribute.[2]

Wix was founded in 2006 by Avishai Abrahami, Nadav Abrahami, and Giora Kaplan.[1] The founding story, as recounted by the company, traces to the founders' experience building a website for a separate startup idea: they found the process difficult, frustrating, and costly, which led them to create a platform removing those barriers for everyone else.[1] A participant interviewed on the Israeli television program KAN11 described a process in which the founders considered roughly 60 ideas, narrowed them to 17, and ultimately selected the Wix concept—which had initially ranked second on their list.[5]

Wix launched its Flash Editor in 2008 and reached one million registered users in 2009.[1] From the company's early years, CEO Avishai Abrahami resisted internal pressure to relocate to the United States, arguing that a major internet company could be built and run from Israel—and that doing so could serve as a model encouraging further Israeli technology companies to remain in the country.[5] Wix chose to remain independent and pursue a public listing rather than follow the more common path of a trade sale, an approach the KAN11 program presented as complex but strategically significant.[5]

Wix's product suite has expanded well beyond the original site editor. In 2016 the company launched Wix Artificial Design Intelligence (ADI), which it describes as the first AI solution for website creation.[1] Ascend by Wix, a business-management and growth suite, followed in 2018; Velo by Wix, a full-stack development platform, launched in 2019; and Editor X arrived in 2021.[1] In 2023, Wix introduced Wix Studio—aimed at creative teams, agencies, and enterprises—and Wix Headless, while 2024 saw the launch of a next-generation conversational AI website builder.[1]

Wix Studio offers advanced design tools, custom CSS, AI solutions, flexible development tools, an integrated workspace, multi-site management, account-level analytics, single sign-on, shared CMS collections, and dedicated success managers.[1] Wix's 2017 company announcement identified Wix ADI, the Wix Editor, and the App Market as tools for building and managing an integrated digital presence and also promoted Wix's mobile app.[2] Wix also offers e-commerce products for online stores, restaurants, and event organizers, alongside payment, point-of-sale, and business-management tools.[1]

Wix has been presented as a model for building a globally oriented technology company while retaining its management and activity center in Israel. A KAN11 program said Wix demonstrated that this approach was possible and described the company's choice to remain independent and go public as placing it among the relatively small number of prominent Israeli companies traded on Wall Street.[5]

Its product reach also expanded from a site editor into a global platform for commerce, marketing, domains, and enterprise web development. Wix reported more than 300 million users in 2026 and more than 85,000 sites created daily, illustrating the international scale reached by an Israeli-founded web company.[1]

By 2012 Wix had released an HTML5 Editor and its App Market, and on November 6, 2013, the company completed its initial public offering on the Nasdaq Global Market.[1] At the time of the IPO, Wix reported approximately 400 employees across four global sites—the majority at its Tel Aviv headquarters—and said its platform served nearly 40 million users in 190 countries.[7] Revenue rose sharply in the period leading up to listing: $24.6 million for all of 2011, $43.7 million for all of 2012, and $34.1 million in the first half of 2013 alone.[7] The company sought up to $100 million through the offering to fund expansion, hiring, and technology development.[7]

User growth continued after listing. Wix's own milestone timeline records 50 million users in 2014, 150 million in 2019, and 200 million in 2021.[1] The COVID-19 pandemic accelerated that trajectory: with businesses rushing to establish or strengthen their online presence, Wix was positioned to capture the shift and experienced rapid growth in both sales and user numbers during that period.[5] The Israeli Foreign Trade Administration profiled Wix as a Nasdaq-listed Israeli company and reported 2019 revenue of US$761 million and more than 90 million registered users.[8]

Wix has used strategic acquisitions to deepen its capabilities and reach new user communities. In 2017 the company acquired 100 percent of DeviantArt's capital stock for $36 million in cash, including approximately $3 million in assumed liabilities.[2] DeviantArt's co-founder and CEO Angelo Sotira joined Wix's management team, and DeviantArt employees transferred to Wix as well.[2] Wix said the acquisition would connect it with DeviantArt's global creative community while providing that community with tools and marketing expertise for showcasing its work.[2] At the time, Wix described itself as a cloud-based platform with more than 100 million registered users and headquarters in Tel Aviv, with offices in Beer Sheva, San Francisco, New York, Miami, Berlin, Vilnius, and Dnipro.[2]

In May 2025, Wix announced the acquisition of Tel Aviv-based Hour One, an Israeli AI startup developing text-to-video technology.[9] The purchase was intended to strengthen Wix's web-creation and content offerings with generative-AI video tools, though financial terms were not disclosed.[9] Wix COO Ronny Elkayam said the acquisition would help make web creation "smarter, faster, and more immersive."[9] By the time of that deal, Wix was reported to have a market capitalization of more than $8.6 billion.[9]

Wix recorded $1.76 billion in revenue in 2024, representing a 12.7 percent increase over 2023.[3] Fourth-quarter 2024 revenue reached $460 million, up 14 percent year over year.[3] The company posted $100 million in GAAP operating profit, its first annual GAAP operating profit, while GAAP net profit reached $138 million—four times the 2023 amount.[3]

President and COO Nir Zohar described Wix's business as structured around two central segments: a partners segment—serving agencies, freelancers, and professional web creators—that had grown at an average rate of approximately 30 percent in recent years, and a small-business segment of users building their own websites, which had been affected by global economic slowdown and instability.[3] In the second quarter of 2026, Wix reported bookings of $569 million, up 12 percent year over year, and revenue of $563 million, up 15 percent year over year, attributing the results to strong performance from its Base44 unit and continued growth in its core business.[10] That release also announced that Base44 had become the first app-creation platform to launch a proprietary large language model, Base 1.[10]

As of 2025, Wix employed approximately 5,300 people and reported about 288 million registered users.[9] By 2026, Wix said it had surpassed 300 million users worldwide.[1] The company operates across 190 countries, with professionals spread across four continents and twelve countries.[1] Office locations include Tel Aviv, Beer Sheva, New York, Dnipro, Dublin, Lviv, Vilnius, Amsterdam, and Kyiv.[1] More than 85,000 new sites are created on the platform each day.[1]

Israel remained a major employment center for Wix. As of a 2020 Israeli Foreign Trade Administration profile, approximately 1,800 of the company's then-2,600-plus employees were based in Israel.[8] The Israeli government has incorporated Wix into national educational materials on web development, presenting it as a highly successful Israeli product.[4] Wix is one of a relatively small number of prominent Israeli technology companies trading on Wall Street, a distinction highlighted by KAN11 in its account of the company's development.[5]

Avishai Abrahami has served as Wix's CEO and as a director since the company's founding in 2006.[11] He served as co-chief executive officer from 2006 to 2010, board chair from 2013 to 2016, and honorary chair from 2016 onward.[11] Before co-founding Wix, Abrahami was a co-founder and chief technology officer of AIT Ltd. and served as vice president of strategic alliances at Arel Communications & Software Ltd.[11] His insistence on building a globally significant internet company from Israel, rather than relocating its management to the United States, has been described as a defining strategic decision in Wix's development.[5]