Wix
Acquisitions
4
Major Deals Covered
$116M
Disclosed Deal Value
Wix's largest disclosed acquisition here is Base44 for $80M in 2025. This page covers 4 major deals from 2014 to 2025, each with its price where disclosed and the reason behind it.
| Company | Year | Price | Purpose |
|---|---|---|---|
| DeviantArt | 2017 | $36.0M | Added a large online community of artists and designers. |
| Base44 | 2025 | $80.0M | Acquired a prompt-based AI app builder that had launched about six months earlier. |
| OpenRest | 2014 | Undisclosed | Wix bought OpenRest, a maker of online ordering systems for restaurants, in 2014. |
| Modalyst | 2021 | Undisclosed | Wix acquired Modalyst in 2021. |
2025
$80M
Acquired a prompt-based AI app builder that had launched about six months earlier.
Base44 passed $100 million ARR by early 2026 and became one of Wix's main sources of growth.
The deal was paid in cash with earn-outs through 2029. In 2026 Base44 launched Base 1, its own LLM.
2021
Wix acquired Modalyst in 2021.
2017
$36M
Added a large online community of artists and designers.
Gave Wix a creative community it could reach with its site-building tools.
DeviantArt continues to operate as a separate community under Wix ownership.
2014
Wix bought OpenRest, a maker of online ordering systems for restaurants, in 2014.
The technology became the base of the Wix Restaurants product.
Completed in 2014.
Wix plans to grow by bringing in new users through AI-first creation tools (Wix Harmony for websites and Base44 for apps). It also wants to sell more Business Solutions, especially payments and commerce, to existing sites, and to keep agencies and resellers building on Wix Studio. In the second half of 2026 it is moving marketing spend from core Wix to Base44, paid for by lower AI costs.
Wix runs a freemium model. Anyone can build a site for free, and Wix earns money when users upgrade to premium plans for custom domains, ad removal, more storage, eCommerce and professional tools. It reports two segments. Creative Subscriptions (premium plans, Wix Studio seats, domains bundled with plans and Base44 subscriptions) brought in $398.4 million in Q2 2026 at an 80% GAAP gross margin. Business Solutions ($164.7 million in Q2 2026, 32% GAAP gross margin) covers transaction revenue from Wix Payments, Wix POS, shipping and gift cards, plus Google Workspace resale and third-party apps. Wix also tracks Partners revenue, earned through agencies, freelancers and resellers such as LegalZoom and Vistaprint, which reached $213.8 million in Q2 2026.
In February 2017, Wix acquired online artist community DeviantArt for $36 million in cash, gaining access to 40 million registered creators, digital artists, and millions of portfolio assets to expand its designer reach.
Wix acquired online restaurant ordering startup OpenRest in 2014, integrating its technology directly to create 'Wix Restaurants,' a dedicated vertical solution for restaurant menus, tables, and online delivery.
Wix acquired mobile commerce platform Appixia to accelerate its native mobile app development, enabling merchants to easily convert their Wix eCommerce web stores into native iOS and Android apps.
Wix acquired InkFrog to provide automated multi-channel inventory synchronization, allowing Wix merchants to seamlessly cross-list and fulfill products across Amazon, eBay, and Etsy from a single dashboard.
Wix pursues targeted tuck-in acquisitions that enhance specialized vertical solutions (such as restaurants, events, and eCommerce integrations) or acquire passionate creator communities like DeviantArt.
Yes, Wix completed strategic transactions to migrate hundreds of thousands of hosted customer websites from European website builders like BaseKit onto the Wix platform.
Acquired startups are typically integrated into Wix's decentralized 'companies-within-a-company' structure, preserving entrepreneurial product velocity while leveraging Wix's 250M-user distribution.
No, Wix avoids large debt-funded mega-mergers, choosing instead to reinvest its cash flow into internal R&D, artificial intelligence capabilities, and programmatic share repurchases.
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