Short answer: Yes. As of July 2026, Wix is one of Israel's most prominent tech companies. It was founded in Tel Aviv in 2006, it is still headquartered there, and more than 60 percent of its roughly 5,300 employees are based in Israel, with R&D centers in Beer Sheva and Haifa. After the October 7, 2023 attacks, Wix openly backed Israel and its own staff. The claim you may have seen that Wix stays "neutral on political matters" is inaccurate.
What the record actually shows
Wix.com Ltd. (Nasdaq: WIX) is unambiguously Israeli by origin and by center of gravity, and the paper trail is easy to follow. Here is what reputable sourcing supports.
- Israeli from day one. Wix was founded in Tel Aviv in 2006 by Avishai Abrahami (still the CEO), his brother Nadav Abrahami, and Giora Kaplan, and its main headquarters remains in Tel Aviv's port district (Wikipedia).
- Its workforce and R&D are centered in Israel. As of early 2026 Wix employed roughly 5,300 people, with more than 60 percent based in Israel and core R&D in Beer Sheva and Haifa alongside offices across North America, Europe, and Asia (CNBC).
- It keeps buying Israeli companies. In June 2025 Wix acquired the Israeli AI "vibe coding" startup Base44 for about $80 million in cash plus earn-outs, a striking sum for a roughly six-month-old, nearly solo-founded firm, deepening Wix's Israeli AI footprint (Globes, TechCrunch).
- It stood with Israel after October 7. Following the 2023 Hamas attacks, Wix supported employees called up for reserve duty (more than 400 serving at once) with stock grants, aided hostages' families and evacuated communities, and helped launch a tech-sector hub that put up more than 180 wartime websites (Jewish News).
- It acted publicly, and drew criticism for it. On October 23, 2023, Wix dismissed a Dublin-based employee, Courtney Carey, over LinkedIn posts calling Israel a "terrorist state." Irish officials criticized the dismissal, while company president Nir Zohar publicly defended it, citing Israeli staff who lost family on October 7 (The Irish Times).
- It still signals its position. Wix continues to run its Tel Aviv headquarters and majority Israeli workforce, and it lists a "Stand with Israel" solution in its own App Market (Wix App Market).
One 2026 development cut the other way for staff but underlines the same Israeli center of gravity: in May 2026 Wix confirmed cutting about 1,000 jobs (roughly 20 percent of its workforce), with CEO Abrahami citing a sharply strengthening Israeli shekel that raised the cost of its Israel-based workforce, alongside an AI-native pivot (CNBC).
Where the boycott talk comes from
If you have seen Wix on a "brands to boycott" graphic, here is the accurate picture. Wix appears on various grassroots activist boycott lists and dedicated campaign sites (for example boycottwix.org), driven entirely by its Israeli identity and its wartime support. That is real, and it is worth knowing.
What the reputable record does not show is Wix being a formal flagship target of the official BDS Movement in the way a short list of named brands are. The boycott activity around Wix is largely organic and organizational rather than a central BDS directive. There is also an irony worth noting: numerous pro-Palestinian and BDS-affiliated groups have built their own websites on Wix, a pattern reporters flagged as far back as 2013 (The Algemeiner). In other words, the platform is so widely used that even its critics rely on it.
The bottom line
Wix is a genuinely Israeli company: Tel Aviv-founded, Tel Aviv-headquartered, with the majority of its workforce and its core R&D in Israel, and it visibly stood with Israel and its own employees after October 7, 2023. It is not politically "neutral," and it faces grassroots (not flagship-BDS) boycott campaigns precisely because it is so identifiably Israeli. If you are choosing where to spend, that is the key distinction: the pressure on Wix exists because the company is so plainly tied to Israel, not because it stepped away. For a shopper who wants their money to line up with support for Israel, Wix reads as a clear "supports Israel" answer.
Support Israel directly
Using an Israeli platform is one way to vote with your wallet. Buying from Israeli makers is another, and it is one you can act on today. Every piece in our Support Israel collection is a direct, tangible way to stand with Israel, from wear-it-proud apparel to Israeli-made gifts, and your dollars go straight to work.
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Last updated July 2026. We update these profiles as the record changes.
