Culture is the foundation

The Wix Way is simple: put users first, strive for excellence, own outcomes, and care for one another. These values guided us as since early days, and they still guide us today across global offices. Culture isn’t an afterthought — it’s what makes scale sustainable.

As Avishai Abrahami, Wix’s co-founder and CEO, shared in a recent blog post, culture also means embracing bold bets: “If you want to lead, you can’t just follow trends — you have to set them.” This mindset has shaped how Wix approaches innovation.

Build with your community

From our earliest beta testers to today’s professional creators, we’ve always co-created with our users. Feedback loops aren’t just about bug fixes — they shape our product strategy. Features like templates, e-commerce, and design tools were all built hand-in-hand with the people using them.

For founders, the lesson is clear: treat your community like partners, not customers. Inviting users into the process builds loyalty, accelerates learning, and creates products that truly solve problems.

Reinvention is constant

The internet doesn’t stand still — and neither can we. Wix has evolved through the mobile revolution, the rise of e-commerce, and now the AI era. In 2025, we acquired Base44, a hyper-growth AI startup pioneering “vibe coding,” to expand our ability to let anyone create apps as easily as they build websites.

AI will reshape the future of website creation and we’re moving toward a world where AI understands intent and context — designing, building, and optimizing sites automatically. Reinvention has always kept Wix aligned with our mission: empower anyone to create online.

Takeaways for founders

• Culture is a growth engine. It’s not soft — it’s strategy.

• Community makes products better. Your users can be your best PMs.

• Reinvention is survival. Technology changes fast. So should you.

After 18 years, Wix proves you can scale globally and still keep your startup spirit intact. That balance — culture, community, and reinvention — is what makes long-term growth possible.

Written by Wix Ventures