Wix.com Ltd.
Wix.com Ltd. builds cloud-based tools that let individuals, small businesses, and larger organizations create, manage, and grow websites and online applications without coding. The company’s platform combines website creation, hosting, commerce, payments, marketing, and application-building capabilities, with operations and product development centered in the United States and Israel.
Fiscal year 2025 · change from previous year
Development 2020–2025
Business
Share of revenueSubscription plans and tools used to build and manage websites and online presence.
Monetization and commerce services including payments, POS, shipping, and related tools.
Tools and revenue generated through agencies, freelancers, and reseller partnerships.
No-code application development platform acquired to extend the product suite.
Products
Reported · share of revenue- Creative Subscription70.7 %
- Business Solutions29.3 %
Source: 20-F FY2025, revenue the company reports per product line (SEC XBRL). Shares are of the lines shown and add up to 100 %.
Customers
Wix serves individuals, freelancers, small businesses, and larger organizations that need an easy way to build and operate an online presence. It also sells to agencies, freelancers, and B2B channel partners that build sites or applications for end customers. Commerce-oriented users buy business tools such as payments and shipping because they want a single platform to launch, manage, and monetize digital activity.
They buy website-building and hosting tools to create a web presence quickly without technical expertise.
They use subscriptions and business tools to market, sell, and manage online operations.
They buy payments, POS, shipping, and gift card tools to run online and omnichannel sales.
They use Wix Studio and partner tools to build and manage client websites and applications.
They distribute Wix through bundled offerings with their own services to expand reach.
Strategy
Wix is focused on broadening its platform from website creation into a larger end-to-end digital business stack that spans applications, commerce, and AI-assisted creation. The company also emphasizes partner distribution and no-code tools, which can expand use cases beyond simple websites and deepen engagement across different customer types.
A wider platform increases customer retention and monetization per user.
AI can lower friction for users and strengthen Wix’s product differentiation.
Payments and commerce tools provide deeper monetization than subscriptions alone.
Agencies, freelancers, and resellers extend reach without relying only on direct user acquisition.
Geography
2025Wix sells its platform globally and states that it is trusted by users worldwide, so demand is broadly distributed rather than tied to one country. The company’s operating footprint is anchored in the United States and Israel, which are important for sales, product development, and workforce concentration. Because the product is delivered digitally, geography matters mainly through user acquisition, FX exposure, and the location of engineering and support resources.
Share of the revenue the company reports by geography.
Risks
Wix depends on continued user acquisition and conversion across a highly competitive digital creation market, where pricing, product features, and AI capabilities can quickly shift demand. The company also faces execution risk in expanding commerce, partner, and AI products, while operating with meaningful exposure to cybersecurity, privacy, intellectual property, and foreign exchange movements.
- Competitive pressure in website creation and no-code toolsImpact: HighLikelihood: High
Users can switch among low-code, no-code, and AI-assisted alternatives quickly.
Exposure: Core Wix subscriptions and new user acquisition
- AI technology and product execution riskImpact: HighLikelihood: Medium
Wix is embedding AI across creation and workflows, which can be costly and uncertain to scale.
Exposure - Cybersecurity, privacy, and IP riskImpact: HighLikelihood: Medium
A platform hosting customer websites and commerce data must protect sensitive information and content.
Exposure: Platform trust and customer retention
- Foreign exchange exposureImpact: MediumLikelihood: High
A strengthening Israeli shekel affects operating expenses and margins because of the company’s cost base.
Exposure: R&D and overhead costs
- Payments and commerce operating riskImpact: MediumLikelihood: Medium
Business Solutions includes transaction facilitation, which brings fraud, chargeback, and compliance risk.
Exposure
Accounting
Judgemental itemsDifferent products are recognized on different timing bases, affecting comparability across segments.
Impact: GAAP revenue lags cash receipts for subscriptions and can be point-in-time for transaction services
These non-GAAP measures are used to assess demand and user quality beyond reported revenue.
Impact: Useful for trends, but not directly comparable to GAAP revenue
Operating expenses are affected by shekel-dollar movements and related hedging activity.
Impact: Can shift reported cost growth and margins
Non-GAAP results exclude these items, which can materially change profitability presentation.
Impact: Affects operating margin and net income comparisons
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Last updated: 28/09/2026