Wix is an Israel-based software company best known for its drag-and-drop website builder, with more than 240 million registered users worldwide and millions of paying subscribers. Headquartered in Tel Aviv and listed on Nasdaq, Wix is one of Israel’s most visible consumer tech exports and a key brand in the country’s “Start-Up Nation” image.
Its profits, taxes, and market valuation contribute to an economy that materially and politically supports the occupation.
Unlike arms makers or surveillance firms, Wix’s complicity lies in soft power. Its global presence is used to project Israel as modern and innovative, a narrative that masks ongoing apartheid conditions for Palestinians. Wix has appeared in Israeli state-sponsored trade delegations and innovation diplomacy campaigns that promote the country’s international standing.
In late 2023, internal messages from Wix’s Dublin office urged employees to create pro-Israel content after the October 7 attacks. Staff were asked to produce videos and campaigns supporting Israel’s narrative; one Irish employee who voiced pro-Palestinian views was fired, a dismissal later ruled unlawful by Ireland’s Workplace Relations Commission. These incidents show Wix’s leadership not only aligns with, but mobilizes around, Israeli state messaging.
Economically, Wix’s revenues, taxes, and valuation feed directly into Israel’s tech sector, which makes up roughly 20% of national GDP and over 50% of exports. As a globally visible SaaS platform, Wix strengthens Israel’s political and economic base, making it a high-impact boycott target despite its lack of direct military contracts.