The company is incorporated in Israel with its headquarters located in Tel Aviv. WIX is publicly traded on the Nasdaq stock exchange under the ticker symbol WIX.2

Founding

The concept for WIX emerged when its three founders—Avishai Abrahami, Nadav Abrahami, and Giora Kaplan—attempted to build a website for a separate startup venture. They found traditional website development processes to be difficult, expensive, and technically demanding. This experience motivated them to create a platform enabling ordinary users to build websites without requiring programming knowledge. WIX was subsequently founded in 2006.3

The company’s original value proposition was straightforward: making website creation accessible to everyone.

Early development

WIX initially gained recognition for its visual website editor, which allowed users to select templates and manipulate website elements through a graphical interface rather than manually writing HTML, CSS, or JavaScript.

Key milestones in the company’s history include:

• 2006: WIX is founded.
• 2008: Launch of the Flash-based website editor.
• 2009: User base reaches 1 million.
• 2012: Introduction of the HTML5 editor and launch of the WIX App Market.
• 2013: WIX becomes a publicly traded company on Nasdaq.
• 2014: User base reaches 50 million.
• 2016: Introduction of WIX ADI (Artificial Design Intelligence).
• 2018: Launch of Ascend by WIX, expanding into business management tools.
• 2019: User base reaches 150 million; launch of Velo by WIX for development.
• 2021: User base reaches 200 million; launch of Editor X.
• 2023: Introduction of WIX Studio, targeting professional designers, agencies, and enterprises.4

The development of WIX can be categorised into three distinct phases.

Website builder

In its early years, WIX competed primarily as a user-friendly website builder. Its key differentiator was the ability for users to construct professional-looking websites visually, without reliance on traditional programming languages.

Complete online-business platform

WIX gradually expanded beyond simple website creation to include domains, hosting, e-commerce, online payments, marketing, customer management tools, scheduling, analytics, and other business services.

Consequently, WIX repositioned itself from a mere website builder to a comprehensive platform for creating and operating online businesses. Its business solutions portfolio now includes products such as WIX Payments, marketing tools, applications, Google Workspace integration, and various other services.5

AI-powered creation platform

Artificial intelligence has become central to WIX’s current strategy. The company has integrated AI into website creation workflows and introduced increasingly automated approaches to building digital products.

In January 2026, WIX released WIX Harmony, described as its new flagship AI website builder. Harmony combines conversational and “vibe coding” capabilities with traditional drag-and-drop design controls, utilising an AI agent called Aria to assist with website creation.6

WIX has also expanded into AI-assisted application creation through Base44, a no-code application creation platform. In 2026, Base44 introduced its own proprietary large language model, Base 1.7

WIX currently offers a suite of tools that extends significantly beyond conventional website building.

Website creation

The core WIX experience enables users to create websites through visual editing, templates, and AI-assisted tools. Users can customise layouts, typography, images, pages, navigation, and other components without necessarily writing code.8

WIX Editor

WIX Editor serves as the company’s mainstream website-building environment, designed for users ranging from beginners to those with advanced technical skills. It provides visual design tools, templates, graphics, fonts, galleries, and other components necessary for website creation.9

WIX Studio

WIX Studio targets professional designers, freelancers, agencies, and enterprises, offering more sophisticated design and development capabilities than the traditional WIX experience.

This expansion represented a strategic shift for WIX: rather than serving only individuals creating their own websites, the company began targeting professionals who build websites and digital experiences for clients.10

Artificial intelligence

AI represents one of WIX’s primary areas of development. The company’s AI technologies assist with tasks including:

• Generating websites
• Creating website content
• Producing images and creative assets
• Generating code
• Optimising websites
• Automating business processes
• Assisting with design decisions

The introduction of WIX Harmony in 2026 marks a significant step towards AI-driven website creation.11

E-commerce

WIX provides tools for businesses selling products and services online. Depending on configuration, a WIX site can function as a full online store featuring product catalogues, checkout systems, payment processing, shipping management, marketing tools, and related business functionality. This positions WIX as a competitor to both traditional website builders and specialised e-commerce platforms.

Domains and hosting

Customers can register and manage domain names and host their websites via WIX’s cloud infrastructure. A key advantage of this integrated model is the ability to manage domains, websites, hosting, and business functions from a single platform, eliminating the need to assemble disparate services.

Business management

WIX has expanded into digital business infrastructure. Its business solutions cover:

• Payments
• Marketing
• Email marketing
• Customer management
• Scheduling
• Advertising
• Business applications
• Analytics
• Productivity tools
• E-commerce

This diversification is central to WIX’s business strategy, allowing revenue generation from additional services used by businesses beyond standard website subscriptions.12

App Market

The WIX App Market allows users to extend website functionality through applications covering marketing, customer management, social media, forms, payments, and other capabilities. These apps are developed by both WIX and third-party developers, creating an ecosystem around the platform.

Velo

Velo by WIX extended the platform beyond purely visual creation into sophisticated web development. It provides developers with tools for building customised functionality while leveraging WIX’s broader infrastructure. This capability allowed WIX to serve users requiring greater control than typical no-code builders provide.13

WIX operates primarily on a freemium software-as-a-service (SaaS) model. Users can begin creating a website without a premium subscription, with paid upgrades available for additional functionality and resources.

Revenue is divided into two major categories:

Creative Subscriptions

Creative Subscriptions consist primarily of paid plans associated with website creation and maintenance, alongside domain-related revenue. In 2025, this category generated approximately US$1.41 billion, representing about 71% of total revenue.14

Business Solutions

Business Solutions includes services designed to help customers operate and grow their businesses, such as payments, applications, advertising, and marketing. In 2025, Business Solutions generated approximately US$583.3 million, accounting for about 29% of total revenue.15

According to the 2025 annual report, WIX generated approximately US$1.993 billion in total revenue in 2025, an increase of about 13% from 2024.

The 2025 revenue breakdown was:

• US$1.410 billion from Creative Subscriptions
• US$583.3 million from Business Solutions

WIX also reported approximately US$600 million in free cash flow for 2025.16

These figures demonstrate WIX’s evolution from a website-building service into a large-scale software and business-services company.

WIX operates internationally, serving users across numerous countries. At the end of 2025, the company reported approximately 304.2 million registered users worldwide and approximately 6.1 million premium subscriptions.17

WIX states that it operates across approximately 190 countries with more than 300 million users worldwide.18

The platform serves several distinct customer groups:

• Individuals and creators: Personal websites, portfolios, blogs, and creative projects.
• Small businesses: Websites, online stores, booking systems, marketing, and payments.
• Professionals: Designers, developers, and freelancers building sites for clients.
• Agencies: Organisations managing multiple client websites and digital projects.
• Enterprises: Larger organisations requiring advanced digital experiences and infrastructure.

WIX operates in several overlapping markets with a broad competitive landscape. Competitors include:

• Squarespace: Website creation and online-business tools.
• WordPress: Content management and website publishing ecosystem.
• Shopify: E-commerce and online retail infrastructure.
• Webflow: Professional visual web development.
• GoDaddy: Domains, hosting, and website/business services.
• Hostinger: Hosting and website-building services.
• Adobe: Professional creative and web-related software.
• Framer: Modern visual website design and publishing.

WIX distinguishes itself by attempting to combine website creation, AI, business management, commerce, marketing, and infrastructure within a single platform.

A significant contribution WIX has made to the web development industry is the popularisation of visual and no-code website creation. While traditional development requires knowledge of HTML, CSS, and JavaScript, WIX abstracts much of this complexity behind a visual interface.

Rather than eliminating programming entirely, WIX provides multiple levels of abstraction:

• Beginner: Templates and visual editor
• Intermediate: Advanced customisation and business tools
• Professional: WIX Studio and development capabilities
• Advanced: Velo, APIs, and customised applications
• AI era: AI-assisted website and application creation

This breadth of capability has enabled WIX to expand from a beginner-focused builder into professional and enterprise markets.

As of 2026, WIX is increasingly positioning itself around AI rather than competing solely as a traditional website builder. Its strategy integrates several technologies:

• AI website creation: WIX Harmony
• AI assistance: Aria and other AI capabilities
• Application creation: Base44
• Professional development: WIX Studio and developer tools
• Commerce: Online stores and payments
• Business infrastructure: Marketing, customer management, and productivity tools

WIX has also been integrating its infrastructure with emerging AI coding and “vibe coding” environments. In July 2026, the company announced WIX Headless, intended to bring WIX’s business infrastructure into AI coding tools and vibe platforms.19

This indicates a long-term ambition to provide infrastructure for creating and operating digital businesses and applications, rather than simply facilitating webpage creation.

The WIX brand has historically been associated with three core concepts:

1. Accessibility: Enabling anyone to create a website.
2. Creative freedom: Providing significant control over visual design.
3. Business growth: Positioning websites as centres of online business rather than static brochures.

The company describes its mission as making the internet accessible and enabling individuals and organisations to bring their businesses, brands, and workflows online. Consequently, its branding occupies a space between consumer creativity software and business software.

The legal entity is Wix.com Ltd., an Israeli corporation headquartered in Tel Aviv and publicly listed on Nasdaq under WIX.20

The company was founded by three entrepreneurs:

• Avishai Abrahami: Co-founder and CEO
• Nadav Abrahami: Co-founder
• Giora Kaplan: Co-founder

Avishai Abrahami continues to serve as CEO.21

WIX started as a tool for making websites and is evolving into a platform for creating, managing, and growing digital businesses and applications.

Originally, the company sought to solve the problem of how to build a website without coding knowledge. Today, it addresses a broader challenge: how individuals, businesses, agencies, or developers can create and operate a complete digital presence—with AI, commerce, marketing, payments, and applications—without assembling dozens of separate technologies.

This distinction is critical to understanding WIX in 2026. Describing it merely as a “website builder” is no longer accurate; the company’s reporting characterises its platform as combining AI, web design, domains, hosting, templates, business solutions, commerce, and application creation.22

• WIX Studio
• WIX Harmony
• WIX App Market
• Velo by WIX
• Base44

In one sentence: WIX is an Israeli-founded, Nasdaq-listed SaaS company that began as a no-code website builder in 2006 and has evolved into an AI-powered platform for creating websites, applications, online stores, and digital businesses.

1. About Wix: Website Builder & Domain Registrar | Wix.com
2. wix-20251231
3. Wix Investor Relations: Resources
4. Latest Updates and News from Wix.com | Newsroom
5. wix-20241231
6. Partners Journey | Wix_IR
7. About Wix: Website Builder & Domain Registrar | Wix.com
8. Wix.com Investor Relations: Overview
9. SEC
10. What Is Wix? Everything you need to know about the website builder
11. 20-F Annual Report Thu Mar 05 2026
12. Wix Reports Fourth Quarter and Full Year 2025 Results
13. Wix com : Fourth Quarter 2025 Shareholder Update | MarketScreener
14. Wix Reports Third Quarter 2025 Results
15. Document
16. sec.gov
17. sec.gov
18. Wix.com Ltd. (via Public) / Annual Report for Fiscal Year Ending December 31, 2024 (Form 20-F)
19. sec.gov
20. About Wix | Help Center | Wix.com
21. About us | Help Center | Wix.com
22. Wix.com