Wix is a cloud-based website and web application platform serving individuals, small businesses, and professional designers. The core product is a website builder that handles hosting, security, and performance, letting users create and manage sites without writing code. Wix offers two distinct tools: Wix Harmony, the flagship self-creator editor that combines AI-driven natural language prompts with drag-and-drop editing, and Wix Studio, an advanced platform for professional designers and agencies with full design control, a VS Code-based IDE, and multi-site workflow management. In 2025, Wix acquired Base44, an AI-powered platform that lets non-developers build fully functional web and mobile applications — tools like CRMs, internal dashboards, and workflow apps — using natural language, with no coding required. Wix sells primarily through a freemium model: users build for free but pay a subscription to unlock custom domains, remove branding, and access e-commerce and payments features. Revenue comes from three streams: creative subscriptions (the largest), a partners segment covering agencies and enterprise users plus domain, Google Workspace, and marketing tool sales, and transaction revenue from Wix Payments processing. Customer acquisition is primarily organic, with paid marketing managed against a tight payback target. Costs are concentrated in R&D and marketing, and infrastructure is outsourced to AWS and Google Cloud. Base44, acquired for roughly $100M ARR, is growing fast but carries below-average margins due to AI inference costs, which Wix expects to improve as cohorts mature.