Thierry Labro: For those unfamiliar with Wix, how would you describe the platform and its unique value proposition?
Nir Zohar: Wix is more than just a website builder, it’s a platform that puts the power of creating a professional, fully customised online presence into everyone’s hands, no matter their technical skills. What makes Wix unique is how we combine intuitive design tools with advanced AI to help people build smarter and faster.
We’re not just about websites; we’re about enabling businesses and creators to grow through integrated solutions like e-commerce, marketing, and AI-driven experiences. We recently extended our platform beyond website creation with the launch of Wixel, our standalone AI design platform that empowers users to create stunning, on-brand visuals in minutes.
What was the original vision behind Wix when it was founded in 2006, and how has that vision evolved over time?
The vision was clear and straightforward: online technology should be accessible to everyone. No matter your background or technicalknowhow, anyone should be able to build and create their own website. That mission hasn’t changed; it’s the foundation we build on every day.
With AI and constant innovation powering our platform, we’re not just keeping up, we’re shaping what’s next.
What has evolved is how we deliver on it. We’ve gone from simple site creation to offering a full ecosystem of tools and business solutions that enable people and brands create, manage, and grow a truly dynamic digital presence. And with AI and constant innovation powering our platform, we’re not just keeping up, we’re shaping what’s next.
Wix reported a revenue of $1.76bn in 2024, marking a 13% increase from the previous year. What were the key drivers behind this growth?
Our 13% year-over-year growth in 2024 was driven by strong momentum across both our subscription and transactional revenue streams. Partners, those who build websites for others, played a major role, whilst more agencies and freelancers adopted Wix Studio, building high-value sites for clients faster than ever before. We also saw greater adoption of our business solutions, like Wix Payments and other commerce tools, which helped increase our transaction revenue.
The company achieved its first year of positive GAAP operating income in 2024. What strategic decisions contributed to reaching this milestone?
It was a major milestone… and it didn’t happen by chance. It was the result of years of disciplined execution and strategic choices. We maintained a stable cost base whilst continuing to grow our top line, allowing operating leverage to kick in. We also leaned into automation and efficiency across the business.
With over 282m registered users and 6.2m premium subscriptions as of December 2024, how does Wix plan to continue expanding its user base?
We’re continuing to grow by doing what we’ve always done: looking ahead and innovating for what users will need next. Wixel is a great example. At the same time, we’re doubling down on our core: helping users build and grow online with powerful tools like Studio and our AI Website Builder. The more value we create, across both new and existing user segments, the more people we can reach.
Wix operates on a freemium model. Can you elaborate on how this model supports the company’s revenue streams, particularly in terms of premium subscriptions and business solutions?
The freemium model is core to how wegrow, it’s our way of enabling anyone,anywhere, to start building withoutfriction. Once users see the value of what they can create on Wix, many naturally choose to upgrade for more advanced features, custom domains or business tools. That’s where our premium subscriptions come in.
It’s not just about offering more features, it’s about giving users choice, control and scalability as they grow.
On top of that, our growing suite of business solutions and AI capabilities help users run and grow their businesses more effectively. So while freemium brings users in, it’s the value we deliver over time that drives strong, recurring revenue.
The Wix App Market offers over 300 third-party apps. How significant is this ecosystem to Wix’s overall strategy and user engagement?
The Wix App Market is a big part of how we extend the power of our platform. No single product can solve every use case, and that’s exactly why this ecosystem matters so much. It gives our users the flexibility to tailor their site to their exact needs. It also allows third-party developers to bring their own innovation into the platform, which strengthens the entire Wix experience. For us, it’s not just about offering more features, it’s about giving users choice, control and scalability as they grow.
What do your outlook and vision look like?
First, we’re expanding our product offerings to attract new audiences, including Wixel, which opens up creative design tools for artists and designers, broadening our user base beyond traditional website creators. We’re also doubling down on our partner ecosystem and business solutions, which continue to drive strong subscription growth and higher-margin revenue streams. This includes accelerating adoption of Studio subscriptions and encouraging partners to build more projects on our platform.
The digital landscape is evolving rapidly, with mobile, AI and no-code platforms driving the shift.
On the operational side, we’re investing in marketing to capture growing demand and improve acquisition funnel quality, whilst scaling our AI capabilities to enhance user experience and automation, making web creation smarter and faster for everyone. Finally, we remain disciplined on cost management, ensuring we scale sustainably with a focus on long-term profitability alongside growth. These efforts together position us well to meet our revenue and free cash flow targets for 2025.
With the increasing importance of mobile, AI and no-code platforms, how does Wix plan to stay ahead in the evolving digital landscape?
The digital landscape is evolving rapidly, with mobile, AI and no-code platforms driving the shift. At Wix, staying ahead means embracing these trends not just as features, but as core pillars of our platform. Mobile is a non-negotiable for anyone building their digital presence today, so we continuously invest in mobile-first experiences, ensuring that sites built on Wix perform flawlessly across devices without compromising design or functionality. We don’t just build tools, we build an ecosystem that adapts to how people want to work and grow online.
Who is Nir Zohar?
Nir Zohar is the co-founder and president of Wix, the leading platform to create, manage and grow a digital presence. He has been with the company since 2007 and is a driving force behind the successful scaling of operations from a small start-up into an international company serving millions of global users.
Nir also serves as the chairman of the Israel Growth Forum, which was established in 2015, and works to strengthen the Israeli tech sector. Prior to Wix, Zohar was a lieutenant commander and chief engineer in the Israeli Navy. He lives in Tel Aviv with his wife and four children.
Zohar will be on stage for a fireside chat on AI during the closing ceremony of Nexus on 18 June. Find the full agenda here.
This article was written for the Nexus 2025 issue of Paperjam magazine, published on 12 June. The content is produced exclusively for the magazine. It is published on the site to contribute to the full Paperjam archive. Click this link to subscribe to the magazine.
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