What Wix is
Wix.com Ltd. is a Tel Aviv-based company that lets people build and run websites without writing code. It was founded in 2006 by Avishai Abrahami, Nadav Abrahami and Giora Kaplan and has been listed on Nasdaq as WIX since 2013. Avishai Abrahami is CEO and Lior Shemesh is CFO.
How it makes money
Users can build a site for free. Wix earns money when they upgrade. Creative Subscriptions, which include premium plans, Wix Studio and Base44, brought in $398.4 million in Q2 2026, about 71% of revenue. Business Solutions, which include Wix Payments and other transaction revenue, Google Workspace resale and add-ons, brought in $164.7 million.
Financial results
Revenue was $1.993 billion in fiscal 2025, up about 13%, with GAAP net income of $50.6 million. Free cash flow excluding acquisition costs was $605 million. In Q2 2026, revenue rose 15% to $563.1 million and ARR reached $1.963 billion. Higher AI and marketing costs and restructuring charges led to a GAAP net loss of $76.4 million for the quarter.
The AI bet
In June 2025 Wix bought Base44, a six-month-old app builder created by Maor Shlomo, for $80 million in cash plus earn-outs. Base44 passed $100 million ARR by early 2026. Wix also introduced Wix Harmony for AI-driven website creation and built its own models, Harmony and Base 1, to reduce inference costs.
The 2026 reset
In late May 2026 Wix said it would cut about 20% of its workforce. In June it lowered its 2026 guidance because of weakness in its Partners channel, and its shares fell to multi-year lows. Wix now expects 2026 revenue growth in the low- to mid-teens and a free cash flow margin in the high teens, excluding acquisition and restructuring costs.
