Wix.com
Israeli-headquartered website building platform with 200+ million users, enabling easy migration to ethical alternatives like WordPress or Squarespace
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Apply pressure where it matters. Use these tools and personalise your message with evidence from this page.
- Contact Corporate LeadershipPre-filled letter templates for email or post
- Report New IntelligenceSubmit evidence of contracts, partnerships, or complicity
- Share This ProfileShare on social media to encourage migration
- Strategic AnalysisAccess migration guides and alternatives research
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Material Risk Framing
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Standard SaaS platform with no direct military or surveillance applications documented; primary concern is economic contribution to Israel
NASDAQ-listed (WIX) with significant revenue; user attrition from boycott campaigns represents material financial risk
Consumer-facing brand highly sensitive to public perception; grassroots boycott campaigns gaining traction
Easy migration path to competitors reduces user switching costs; numerous guides available for Wix-to-WordPress migration
Product Alternatives
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Comparison Legend
Strategic Analysis
In-depth assessment of the company's position, vulnerabilities, and recommended approaches for effective engagement.
High severity, high vulnerability — campaigns with the best chance of making an impact
Learn about our methodology — companies are categorised based on severity (harm potential) vs strategic vulnerability (campaign leverage).
Why do these scores change?
Unlike static boycott lists, our targeting model is dynamic. This company's position on the matrix is re-evaluated continually as we verify new contracts, divestments, or policy changes. Your reporting directly impacts this score.
Wix represents an accessible boycott target where individual action has clear impact. Unlike defence contractors or surveillance companies where divestment requires institutional pressure, Wix users can directly withdraw their business by migrating websites to alternatives. The ease of disengagement is high - numerous migration guides exist, and competitors like WordPress, Squarespace, and Webflow offer comparable or superior functionality. Wix's consumer-facing brand makes it sensitive to reputation damage from sustained boycott campaigns.
Key Leverage Points
- Easy Migration: Abundant resources for migrating Wix sites to WordPress, Squarespace, or Webflow reduce switching costs
- Consumer Brand: B2C business model makes Wix sensitive to grassroots boycott campaigns and social media pressure
- Freelancer Network: Web designers can choose not to build on Wix, reducing platform's market reach
- Irony Factor: High-profile cases of BDS supporters accidentally using Wix creates awareness and migration momentum
Evidence Summary
Wix's Israeli origins are undisputed - the company was founded in Tel Aviv in 2006 and remains headquartered there. While Wix has no documented direct military or surveillance applications, it contributes significantly to the Israeli economy through employment, tax revenue, and reinforcing Israel's image as a technology hub. Grassroots boycott campaigns have emerged organically, with dedicated sites like boycottwix.org providing migration guidance. The platform's presence on websites of BDS supporters has generated media coverage highlighting the importance of supplier awareness.
Engagement Strategy
Support grassroots campaigns encouraging Wix users to migrate to ethical alternatives. Create and share migration guides specific to different use cases (portfolios, e-commerce, blogs). Engage web design communities on ethical platform choices. Highlight the quality and cost-competitiveness of alternatives to remove barriers to switching. Document and publicise successful migrations to build social proof. Target professional web designers who build multiple sites, maximising impact per conversion.
Evidence & Sources
Verified sources including NGO reports, regulatory filings, and primary documents. Use these to substantiate your correspondence.
Irish Workplace Relations Commission ruled Wix's dismissal of Courtney Carey for social media posts critical of Israel was 'procedurally unfair'
Open sourceWix reported $1.761 billion revenue (13% growth) and $138 million net income, demonstrating significant economic contribution to Israeli tech sector
Open sourceDetails Wix's Israeli origins and lists ethical alternatives for website building
Open sourceDedicated campaign site providing alternatives and migration guidance
Open sourceLeaked messages revealed internal Slack channel inviting employees to 'create videos and creative campaigns' to support Israel, advising to 'show Westernity' and avoid discussing casualty numbers
Open sourceWix terminated Dublin employee for LinkedIn posts describing Israel as 'terrorist state' and criticising bombing of Gaza; decision condemned by Irish Taoiseach and Tánaiste
Open sourceWix launched 'Stand with Israel' app for websites and built 180+ war-related advocacy sites through wix4swordsofiron.com initiative following October 7
Open sourceJerusalem Post highlights irony of BDS supporters using Israeli platform
Open sourceUpdates & Milestones
- WRC Rules Unfair Dismissal
Irish Workplace Relations Commission orders Wix to pay €35,000 compensation for procedurally unfair dismissal of Courtney Carey
- Internal Pro-Israel Advocacy Revealed
Leaked messages show internal Slack channel encouraging employees to create content supporting 'Israel's narrative'
- Employee Fired for Gaza Criticism
Dublin employee Courtney Carey terminated for social media posts criticising Israeli military actions in Gaza; Irish government criticises decision
- Launches 'Stand with Israel' Initiative
Wix launches 'Stand with Israel' app and wix4swordsofiron.com, building 180+ war-related advocacy websites
- Boycott Campaigns Emerge
Grassroots campaigns encourage users to migrate to ethical alternatives
- 50 Million Users
Reaches 50 million users milestone
- NASDAQ IPO
Goes public on NASDAQ stock exchange
- Company Founded
Wix established in Tel Aviv, Israel as freemium website builder