What Wix does

Wix.com Ltd. is a publicly-traded (NASDAQ: WIX) cloud-based website creation platform founded in 2006 and headquartered in Tel Aviv, Israel, with offices across North America, Europe, Asia Pacific, and South America. Its core product combines a drag-and-drop visual editor (Wix Editor / Wix Studio) with AI-powered generation tools (Wix Harmony, the Aria conversational agent, and the acquired Base44 vibe-coding platform), enabling users without coding expertise to build websites, eCommerce stores, booking systems, blogs, portfolios, and niche verticals (restaurants, hotels, music, photography). The platform integrates hosting, domain registration, payments (Wix Payments), CRM, email marketing (ShoutOut/Ascend), SEO tooling, and a third-party App Market, supported by a real-time data infrastructure (Kafka/Flink feature store processing billions of events daily) and a developer-facing API/SDK layer (Velo, Wix Headless).

The business model is primarily subscription-based, with tiered Premium plans (Combo, Unlimited, Business Basic, Business Unlimited, Business VIP) sold via a self-serve, product-led growth motion and supplemented by enterprise sales (Wix Studio). Complementary revenue streams include transaction fees from Wix Payments, domain registration and renewal, App Market commissions, and marketplace services connecting SMBs with freelance/agency builders. As of FY2025, Wix reported approximately $2.06B in revenue and $1.9B in total ARR with 14% YoY growth, serving 200M+ registered users. Go-to-market relies on direct self-serve sign-up, an Impact.com affiliate program ($100 per premium referral), the Wix Marketplace, and a growing set of ecosystem partnerships (OpenAI, PayPal agentic commerce, Intuit QuickBooks, YouTube shopping, Google Shopping, Alibaba.com).

The company is currently navigating a transition period: it completed a $1.6B Dutch Auction buyback leaving negative shareholders' equity, closed a $250M private placement with Durable Capital Partners (March 2026), and announced a ~20% workforce reduction (~1,000 layoffs) in June 2026 as part of a margin-recovery restructuring. Co-founder Nadav Abrahami departed to launch a competing venture, and an investor investigation (Hagens Berman) is examining disclosures around AI-investment costs that drove non-GAAP operating margin from 21% to 5%. Stock has declined approximately 66% over the prior 12 months to ~$52, implying a market cap of $3.7-5B, even as Base44 has emerged as a breakout AI asset within the portfolio.

Name

Wix

Legal name

Wix.com Ltd.

Website

https://ja.wix.com

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Wix.com is a publicly-traded cloud-based website creation platform offering no-code and AI-powered tools for building websites, eCommerce stores, and business applications, serving 200M+ registered users globally across individuals, SMBs, freelancers, and enterprises via subscription plans.

Ownership category

akta.pro rank

Product category

Website Building Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Web Search Portals and All Other Information Services (519290)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Enterprise Application UX, Portals & Low-Code Extensions (BPAEAGAM)

Keywords

• Website building platform
• AI website builder
• ECommerce platform
• No-code development
• Drag-and-drop editor

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Premium Subscription Plans: Wix generates the majority of revenue from subscription plans offering enhanced features, remove ads, custom domains, and increased storage. Plans range from Combo (Combo Unlimited, Unlimited, Business Basic, Business Unlimited, Business VIP) to Enterprise tiers.
2. App Market Commissions: Revenue from third-party applications sold through the Wix App Market, including usage-based (pay-as-you-go) options and subscription-based apps.
3. Transaction Fees (Wix Payments): eCommerce merchants using Wix Payments contribute transaction-based revenue through payment processing fees.
4. Domain Registration: Revenue from domain name registration and renewal services.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Wix is a cloud-based SaaS website creation platform that lets individuals, small businesses, agencies, and enterprises build, host, and manage professional websites, online stores, and booking systems without coding, using a drag-and-drop editor combined with AI-assisted site generation. The platform bundles eCommerce, payments, CRM, marketing, SEO, reservations, events, and hosting into a single integrated stack, and is sold primarily through tiered subscription plans (from a free tier to Enterprise) with ancillary revenue from transaction fees, app market commissions, and domain registration.

Product overview

Wix is a comprehensive cloud-based web creation platform offering a unified ecosystem of website building tools, eCommerce capabilities, and business management solutions. The core platform includes the Wix Editor (drag-and-drop builder) and Wix AI Site Builder for AI-powered creation, supplemented by specialized solutions for eCommerce (Wix eCommerce), hospitality (Wix Hotels, Wix Restaurant, Wix Bookings), and creative professionals (Wix Portfolio, Wix Music, Wix Photography). The platform provides enterprise-grade infrastructure including hosting, security, and domain services, alongside marketing tools (Wix Ascend, Wix ShoutOut, Wix SEO Tools) and payment processing (Wix Payments). Wix Velo serves as the open development platform for developers, while Wix Studio targets agencies and freelancers. Wix has expanded into AI-powered offerings through Base44 (acquired vibe coding app builder reaching $100M+ ARR) and Wix Harmony, both representing significant AI initiatives. The platform connects to third-party services including OpenAI Codex Enterprise (via Wix Headless), QuickBooks Online, PayPal, YouTube shopping, Google Shopping, and ChatGPT.

Differentiator

Problem solved

Functional benefit

Brands

• Wix Studio: Platform for agencies and freelancers to deliver client websites at scale
• Wix Velo
• Wixel
• Base44
• Wix Harmony

Products and services

• Wix Editor Wix's flagship drag-and-drop website builder providing pixel-perfect, unrestricted-canvas design capabilities for users with no coding knowledge to create professional websites.
• Wix AI Site Builder AI-powered website creation tool that turns natural-language descriptions into complete websites within minutes and combines AI generation with no-code editing.
• Wix eCommerce Online store platform with product management, order processing, payment collection, shipping, and inventory management for SMB retail merchants.
• Wix Studio Platform for agencies, freelancers, and enterprises to design, deliver, and manage client websites at scale, with advanced design tools, multi-site management, and dedicated enterprise support.
• Wix Velo Open full-stack development platform that lets developers add custom code, databases, dynamic pages, and APIs on top of Wix sites, exposing Wix Element APIs and Velo APIs.
• Wix Headless Headless commerce and APIs that expose Wix stores, bookings, events, CMS, and payment systems to developers, including a dedicated OpenAI Codex Enterprise plugin and PCI-DSS Level 1 and GDPR compliance.
• Wix Harmony Wix's proprietary AI-powered website builder integrated into the core Wix platform that enables automated site generation and enhancement using AI.
• Base44 AI-powered vibe coding app builder acquired by Wix that lets users create applications and websites via text prompts, sold as a standalone AI app-building product.
• Wix Bookings Online appointment and reservation system that lets service businesses manage bookings, staff schedules, payments, and customer information in one place.
• Wix Payments Integrated payment processing solution that lets merchants accept and manage online payments through the Wix platform, with PCI-DSS Level 1 compliance.
• Wix App Market Marketplace of third-party and Wix-built applications that extend Wix site functionality across categories such as marketing, eCommerce, booking, design, and analytics, with usage-based and subscription pricing.
• Wix Ascend Marketing automation and CRM suite combining email marketing, lead capture, social media graphics, Facebook ads, and payment collection for SMB marketing operations.
• Wix Domain Names Domain name registration and renewal service enabling customers to acquire and manage custom domains for their Wix sites.
• Wix Web Hosting Managed multi-cloud website hosting service with 99.9% uptime guarantee and reliable performance under traffic increases, bundled with Wix subscriptions.

Quantifiable outcome

• Base44 reached $150 million ARR in under a year since acquisition
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability9 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core, strategic and supporting.

• OpenAIcoreTechnology or Integration · 3 June 2026Wix partnered with OpenAI to integrate Codex Enterprise into Wix Headless through a dedicated plugin. This enables users to deploy operational websites with business functionality via a single command, accessing Wix's stores, bookings, events, CMS, and payment systems. The integration includes GDPR and PCI-DSS Level 1 compliance features.
• ChatGPT (OpenAI)coreTechnology or Integration · 6 March 2026Wix announced partnership with ChatGPT as part of AI-powered product launches, enabling AI-driven website creation and enhancement capabilities.
• IntuitcoreTechnology or Integration · 18 February 2026Expanded partnership integrating QuickBooks Online with Wix's website creation and eCommerce platform. Gives Wix users access to AI-powered financial management tools, insights into profitability, cash flow, and tax liabilities while automating accounting operations. Enables QuickBooks customers to create Wix websites with existing business information.
• PayPalcoreTechnology or Integration · 29 October 2025Wix merchants can enroll in PayPal's agentic commerce solution, enabling product discoverability and payments through AI channels. The collaboration allows merchants to sync product data with PayPal's AI discovery, accept payments, and retain customer relationships. Rollout planned for 2024-2026.
• Alibaba.comstrategicStrategic or Co-development Partner · 1 July 2025Strategic partnership announced as part of eCommerce platform developments. Allows Wix merchants to access Alibaba.com marketplace capabilities.
• YouTubestrategicGTM or Marketing Partner · 8 May 2025Wix integrated with YouTube for social shopping features, enabling SMB merchants to sync product catalogs and tag products in videos, livestreams, and shorts directly on the platform. Connects Wix merchants with YouTube's 2+ billion monthly users. Wix handles backend inventory syncing and checkout facilitation.
• Google ShoppingsupportingTechnology or IntegrationPartnership for product listing integration connecting Wix merchants with Google Shopping platform for enhanced product discoverability.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Squarespace: Squarespace is a direct competitor to Wix in the SMB website builder market, offering a design-forward drag-and-drop editor, eCommerce, scheduling, and AI-assisted site creation. Both target the same freelancer, creator, and SMB segments with similar subscription-based pricing models.
• GoDaddy: GoDaddy offers a website builder (GoDaddy Websites + Marketing / Airo), domain registration, hosting, and SMB commerce tools — directly competing with Wix across the SMB digital presence stack. GoDaddy's domain and hosting heritage make it a particularly close competitor in those adjacent categories.
• WordPress.com: WordPress.com (Automattic) offers hosted website building with plans ranging from personal to enterprise, plus eCommerce (WooCommerce), AI tools, and a deep plugin ecosystem. WordPress's open architecture and massive global footprint make it one of Wix's most significant direct competitors.
• Webflow: Webflow is a no-code website builder targeting professional designers, agencies, and brands with pixel-perfect visual editing and CMS capabilities. Webflow's positioning toward higher-end creators overlaps with Wix Studio and represents the professional-tier alternative to Wix's mass-market approach.
• Weebly: Weebly, now owned by Block (Square), is a drag-and-drop website builder focused on SMBs and integrated with Square's payments and commerce ecosystem. It competes directly with Wix in the small business and online store segments.
• Hostinger Website Builder: Hostinger offers an AI-powered website builder (Hostinger Website Builder / Horizons) bundled with its low-cost hosting plans. It directly competes with Wix in the entry-level SMB and individual creator segments with aggressive pricing and integrated hosting.
• Duda: Duda is a professional website builder focused on agencies, SaaS platforms, and web professionals with white-label capabilities. It is highly comparable to Wix Studio's agency-oriented offering and competes for the same agency partner channel.

Broad incumbents

• Shopify: Shopify is a broader eCommerce platform that includes website building capabilities (Shopify Online Store), payments, and an AI suite (Shopify Magic). While Shopify is more commerce-centric than Wix, the platforms increasingly overlap in SMB website + eCommerce offerings.
• Microsoft Power Pages: Microsoft Power Pages is a low-code platform within the Power Platform for building secure business websites and portals — overlapping with Wix Studio's enterprise-tier capability. As a Microsoft incumbent, it brings enterprise distribution and integration advantages that compete for the same large-customer wallet share.

Emerging players

• BigCommerce: BigCommerce is a headless and traditional eCommerce platform competing with Wix's eCommerce and Wix Headless offerings. Its API-first architecture and enterprise focus overlap with Wix's pivot toward headless commerce via the OpenAI Codex Enterprise integration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/WixJp

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wix