Wix

The flagship product is the Wix Editor, a visual, drag-and-drop website builder that has been the company's core offering since launch. Wix also operates Wix Studio, a more advanced design environment targeted at professional web designers and agencies, which replaced the earlier Corvid (formerly Wix Code) developer platform in terms of strategic focus. Wix eCommerce is the commerce layer embedded across the platform, enabling product catalogs, checkout, and payment processing. Wix Restaurants and Wix Bookings are vertical-specific extensions for hospitality and appointment-based businesses respectively. In 2024 Wix began shipping AI-powered site generation and design tools, which it marketed under the Wix AI site builder branding, and these features became a reported growth contributor in subsequent quarterly earnings disclosures. The company acquired DeviantArt in 2017 and SpeedETab technology in 2021.

Wix competes most directly with Squarespace, which targets a similar design-conscious SMB audience with a subscription-only (no free tier) model, and with Shopify, which overlaps on the eCommerce layer for small merchants. WordPress.com (Automattic) and Webflow represent additional competitive pressure from opposite directions — WordPress from the breadth of the open-source ecosystem and Webflow from the professional design tool segment that Wix Studio is attempting to address. Wix's pricing is free-tier-driven at the entry level, which has historically been its primary customer acquisition mechanism, differentiating it from Squarespace's all-paid approach. The company has publicly stated a strategic objective of moving up-market toward higher-value professional and agency customers, a trajectory visible in the investment in Wix Studio.

Wix's headquarters and primary R&D operations are in Tel Aviv. The company opened a significant second R&D center in Beer Sheva in 2016, part of a broader Israeli tech industry move toward the south. The three co-founders — Avishai Abrahami, Nadav Abrahami, and Giora Kaplan — are Israeli. Israel-based roles span backend engineering, frontend engineering, product management, design, data science, and infrastructure. Wix has been a notable employer in the Beer Sheva tech ecosystem and has contributed to establishing that city as a secondary tech hub alongside Tel Aviv.