Wix.com

Wix.com, commonly known as Wix, is an Israeli software company and digital services brand focused on website creation and online business management. Founded in 2006 by Avishai Abrahami, Nadav Abrahami, and Giora Kaplan, the company was established around the idea that individuals and small organizations should be able to build a professional web presence without traditional programming expertise. Its main offices are in Tel Aviv, and the company has maintained an international operating footprint with offices and personnel across North America, Europe, Asia, and other markets. The core Wix product is a cloud-hosted website builder. Customers can select templates or begin with a blank design and use visual editing tools to create desktop and mobile websites. The platform supports pages, media galleries, typography, animations, forms, blogs, booking functions, online stores, customer-management tools, and integrations with external services. Wix also provides a marketplace where third-party developers offer applications that extend a site's capabilities, including marketing, social media, commerce, communications, and customer engagement features. Developers can build more customized functionality through Wix's Velo development environment and APIs. Wix operates primarily through a freemium model. A basic site can be created without an upfront subscription, while paid plans provide features such as a custom domain connection, removal of Wix branding and advertising, expanded storage and bandwidth, payment processing, commerce capabilities, marketing tools, and additional business services. This model allows Wix to attract a large base of users before converting a portion of them into premium subscribers. The company serves individuals, freelancers, entrepreneurs, small and medium-sized businesses, online merchants, agencies, designers, and professional developers. The platform evolved significantly during the 2010s. Wix initially used Adobe Flash technology and entered open beta in 2007, but later moved to an HTML5-based builder. It expanded from basic site creation into social commerce, applications, hospitality bookings, restaurant ordering, customer loyalty, dropshipping, gift cards, and other business-management functions. Its artificial-intelligence strategy began with Wix ADI, introduced in 2016, and later developed into AI-assisted website generation and conversational creation tools. Wix Studio, launched in 2023, was positioned toward agencies and professional creators, while a public AI website builder followed in 2024. Wix has also broadened its capabilities through acquisitions. Purchases such as Appixia, OpenRest, Moment.me, DeviantArt, Inkfrog, SpeedETab, Rise.ai, Modalyst, Hour One, and Base44 added expertise in mobile commerce, restaurant technology, social communities, online selling, customer retention, AI-generated video, and conversational software development. These transactions reflect a strategy of making Wix more than a page editor: the company aims to provide an integrated operating layer for digital businesses. Wix became a publicly traded company through a NASDAQ initial public offering in November 2013. Its international user base expanded rapidly, reaching more than 260 million users according to company reporting cited in 2024. The company benefited from the accelerated shift toward online business during the COVID-19 pandemic, when many organizations needed websites, digital storefronts, appointment systems, and online communication tools. At the same time, Wix has faced questions about open-source licensing, platform governance, political expression, and content moderation. Its business remains exposed to competition from website builders, ecommerce platforms, content-management systems, hosting providers, and newer generative-AI tools.

Wix was founded in Israel in 2006 by Avishai Abrahami, Nadav Abrahami, and Giora Kaplan. The founders sought to reduce the technical and financial barriers involved in creating a website. Wix entered open beta in 2007 with a product based on Adobe Flash, allowing users to assemble pages through a visual interface rather than writing code directly. The company developed through venture financing and rapid user growth. By 2010 it had reported 3.5 million users and completed a $10 million Series C round backed by Benchmark Capital, Bessemer Venture Partners, and Mangrove Capital Partners. In 2011, with 8.5 million users, Wix raised a further $40 million Series D round. By August 2013, the platform had more than 34 million registered users. Product development broadened during the early 2010s. Wix added a Facebook store module in 2011 and replaced the Flash-based system with an HTML5 builder in 2012. The company launched an App Market in 2012, enabling third-party developers to distribute applications to Wix customers. Mobile editing tools, hospitality booking functions, restaurant services, ecommerce features, and marketing applications gradually expanded the platform beyond basic web publishing. Wix completed its initial public offering on NASDAQ on 5 November 2013. It continued to expand through both internal product development and acquisitions. Appixia added mobile-commerce expertise in 2014, while OpenRest brought restaurant ordering technology later that year. Moment.me, acquired in 2015, contributed event and marketing tools. Wix introduced Wix ADI in 2016, beginning a longer-term effort to apply artificial intelligence to website generation. Mark Tluszcz became chair of the board in 2016. The company continued its acquisition strategy with Flok, DeviantArt, Inkfrog, SpeedETab, Rise.ai, and Modalyst. These transactions extended Wix into loyalty programs, online communities, ecommerce operations, restaurant technology, gift cards, customer re-engagement, and dropshipping. Wix also created Editor X in 2020 with additional responsive-design and CSS-oriented capabilities, while maintaining its broader visual-builder ecosystem. The COVID-19 pandemic accelerated demand for digital tools. In 2020 Wix reported revenue of $989 million, a 30 percent year-over-year increase, more than 31 million newly registered users, and 5.5 million premium subscriptions at year-end. The company attributed much of the expansion to organizations moving commerce, communication, bookings, and services online. During the 2020s Wix placed increasing emphasis on professional workflows and artificial intelligence. Wix Studio launched in 2023 as a product for agencies and advanced creators. The company announced an AI-powered site generator in 2023 and made a conversational AI website builder available to the public in 2024. In 2025 it acquired Hour One for AI video capabilities and Base44 for AI-assisted application building and conversational interfaces. These moves reflected the growing importance of generative AI to website creation and the threat that automated development tools could pose to traditional site-builder models. Wix has reported a user base exceeding 260 million worldwide. Its platform remains based on a freemium structure: users can create sites without an initial subscription, while paid plans unlock custom domains, removal of advertising, higher resources, ecommerce, marketing, and other business functions. The company operates internationally, with offices and teams in Israel, the United States, Canada, Brazil, Europe, India, Japan, Singapore, and other locations. Its history has also included disputes concerning open-source licensing and politically sensitive content moderation, illustrating the governance challenges faced by a global platform that hosts user-created websites.

• 2025

  AI-focused acquisitions

  [1]Wix.comen.wikipedia.org

  Wix acquires Hour One and Base44 to expand AI video creation and conversational software development.

• 2024

  Conversational AI website builder becomes public

  [1]Wix.comen.wikipedia.org

  Wix makes an AI site-generation experience available to the public.

• 2023

  Wix Studio launches

  [1]Wix.comen.wikipedia.org

  Wix introduces Wix Studio for agencies and professional web creators.

• 2020

  Editor X is introduced

  [1]Wix.comen.wikipedia.org

  Wix adds Editor X, a more advanced responsive-design and content-management environment.

• 2016

  Wix ADI launches

  [1]Wix.comen.wikipedia.org

  Wix introduces an artificial-intelligence product for helping users generate website designs.

• 2014

  Wix Hotels launches

  [1]Wix.comen.wikipedia.org

  Wix adds booking software for hotels, bed-and-breakfast properties, and vacation rentals.

• 2013

  NASDAQ initial public offering

  [1]Wix.comen.wikipedia.org

  Wix becomes a publicly traded company on NASDAQ.

• 2012

  HTML5 builder replaces Flash technology

  [1]Wix.comen.wikipedia.org

  Wix launches a new HTML5 site builder and introduces its application marketplace.

• 2011

  Facebook store module launches

  [1]Wix.comen.wikipedia.org

  Wix adds a social-commerce module for creating stores on Facebook.

• 2010

  Series C financing

  [1]Wix.comen.wikipedia.org

  Wix reports 3.5 million users and raises $10 million in Series C financing.

• 2007

  Open beta begins

  [1]Wix.comen.wikipedia.org

  Wix opens its early website-building platform to users, initially using Adobe Flash technology.

• 2006

  Wix is founded

  [1]Wix.comen.wikipedia.org

  Avishai Abrahami, Nadav Abrahami, and Giora Kaplan establish Wix in Israel.

A broadly accessible, freemium website and online-business platform that combines visual site creation with ecommerce, marketing, scheduling, applications, hosting, and AI-assisted development.

• Website creation platform · 2007

  Wix Website Builder

  Wix's core product is a browser-based website builder using templates, visual editing, drag-and-drop controls, and hosted infrastructure. Users can create pages, blogs, galleries, forms, animations, and mobile layouts without conventional programming. Free sites can be upgraded with custom domains, expanded resources, removal of Wix advertising, and business functions.

• Professional web-design platform · 2023

  Wix Studio

  Wix Studio is designed for agencies, freelancers, and professional creators who need more control over responsive layouts, collaboration, client projects, and advanced web production. It extends the Wix ecosystem beyond beginner-oriented site building and is positioned as a workspace for delivering sites to multiple customers.

• Application marketplace · 2012

  Wix App Market

  The Wix App Market lets customers add first-party and third-party capabilities to their sites. Available functions include social feeds, email marketing, blogging, music, file management, community features, forms, ecommerce, and analytics. Developers can distribute free or subscription-based applications through the marketplace.

• Ecommerce software

  Wix Stores

  Wix Stores provides tools for creating online catalogs, product pages, shopping experiences, and merchant websites. It forms part of Wix's broader effort to serve small businesses and entrepreneurs that need a combined web presence and digital storefront rather than a standalone content site.

• Scheduling and booking software

  Wix Bookings

  Wix Bookings supports appointment scheduling and service reservations for businesses such as consultants, fitness providers, salons, and other appointment-based operators. It integrates booking functions with a Wix website and related customer-management and payment workflows.

• Hospitality software · 2014

  Wix Hotels

  Wix Hotels was introduced as a booking system for hotels, bed-and-breakfast properties, and vacation rentals. It enables hospitality operators to place reservation functionality within their Wix websites and manage a digital booking presence alongside other website content.

• Artificial-intelligence website design · 2016

  Wix ADI

  Wix ADI uses automated design assistance to help users generate website structures and visual directions. It represents Wix's early major step toward AI-supported creation, reducing the amount of manual setup required before a customer can edit and publish a site.

• Developer platform

  Velo by Wix

  Velo provides development tools and APIs for adding custom JavaScript-based functionality to Wix websites. It allows users with programming knowledge to move beyond standard widgets and templates while retaining Wix hosting, site-management, and publishing infrastructure.

• 2023

  Irish employee unfair-dismissal case

  Wix dismissed an employee in Dublin after social-media posts critical of Israel. Irish political figures criticized the action on freedom-of-expression grounds. The employee subsequently succeeded in an unfair-dismissal claim, and Wix did not contest the case and admitted liability.

  Source

• 2023

  Controversy over overseas communications guidance

  Reporting described advice given by an Israeli advertising agency to Wix staff about tailoring social-media outreach abroad in support of Israel. The reported guidance attracted criticism because of its characterization of Israeli and Gazan identities and its connection to the Israel-Gaza conflict.

  Source

• 2021

  Removal and restoration of the 2021 Hong Kong Charter website

  A Wix-hosted website operated by exiled Hong Kong activists was removed following a request from Hong Kong police. Wix later apologized, said the removal had been mistaken, and restored the site after approximately four days. The episode raised questions about platform governance, overseas law-enforcement requests, and political expression.

  Source

• 2016

  WordPress GPL licensing dispute

  Critics questioned Wix's use of code associated with WordPress and whether the use complied with the obligations of the GNU General Public License. Wix's chief executive published a response describing the company's use of open-source code and its claimed engagement with the open-source community, but critics argued that collaboration alone did not satisfy GPL distribution requirements.

  Source

Read more

• 2025

  Acquisitions to expand generative AIM&A

  Background

  Generative AI was reshaping website, content, and software creation, creating both an opportunity and a competitive threat for established website platforms.

  Action taken

  Wix acquired Hour One for AI video capabilities and Base44 for AI-assisted application development and conversational interfaces.

  Aftermath

  The acquisitions were intended to deepen Wix's AI product capabilities and extend the platform beyond conventional page building.

  Source

• 2023

  Launch of Wix StudioProduct launch

  Background

  Wix aimed to serve agencies and professional creators in addition to individual users and small businesses.

  Action taken

  The company launched Wix Studio as a professional website-building product for agency-oriented work.

  Aftermath

  Wix strengthened its positioning as a platform for both self-service website creation and client-service web production.

  Source

• 2020

  Launch of Editor XProduct launch

  Background

  Professional designers and developers required greater control over responsive layouts and CSS-oriented site construction.

  Action taken

  Wix introduced Editor X as an additional content-management and design environment.

  Aftermath

  The product broadened Wix's appeal to more advanced creators and professional workflows.

  Source

• 2016

  Introduction of Wix ADIProduct launch

  Background

  Wix sought to reduce the work required to structure and design a website for users without specialist design skills.

  Action taken

  The company introduced Wix ADI, an AI-assisted system for generating website designs.

  Aftermath

  AI-assisted creation became a continuing part of Wix's product strategy and later informed its conversational site-generation tools.

  Source

• 2013

  Public-market expansionStrategy

  Background

  Rapid user growth and continuing investment in the website platform created a need for additional public-market capital and liquidity.

  Action taken

  Wix completed its NASDAQ initial public offering on 5 November 2013.

  Aftermath

  Wix became a publicly traded US-listed Israeli software company.

  IPO proceeds. Approximately US$127 million (November 2013)

  Source

• 2012

  Move from Flash to HTML5Generation change

  Background

  Wix's original open-beta product relied on Adobe Flash, while web standards and device compatibility increasingly favored HTML5.

  Action taken

  The company launched a new HTML5 website builder and replaced the earlier Flash-based platform.

  Aftermath

  The change improved the platform's compatibility with contemporary browsers and mobile-oriented web use.

  Source

1. 1Wix.comen.wikipedia.org