Wix Acquires Israeli AI Startup Base44 for $80 Million
Created on June 20|Last edited on June 20
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Wix, the Israeli-based web development giant, has acquired Tel Aviv startup Base44 in an $80 million deal, aiming to strengthen its position in the rapidly growing field of AI-driven digital creation tools. The move underscores Wix’s ambition to offer increasingly sophisticated no-code capabilities that allow users to build complex applications through simple natural language prompts. With Base44’s AI-powered engine, Wix is expected to lower the barrier to app creation even further, expanding its appeal among non-technical entrepreneurs and small businesses.
Base44’s Technology and Impact
Base44 was founded just six months ago by Maor Shlomo and has already established itself as a major innovator in the no-code/low-code software space. Its core product allows users to build websites, apps, games, and tools simply by describing what they want in plain language. This type of interface mirrors how users interact with AI tools like ChatGPT, removing the need for programming knowledge altogether. Applications created using Base44’s platform range from digital storytelling to business management, showing its adaptability across creative and functional use cases.
User Adoption and Market Validation
Despite its short existence, Base44 attracted over 10,000 businesses to its platform, with more than 1,300 paying customers. These users range from individual creators to SMEs who use the tool to generate software solutions tailored to their needs without hiring developers. This early traction helped validate the startup’s potential and made it an appealing acquisition target for Wix, which has long invested in simplifying web and app development for the masses.
Wix’s Strategic Vision
Wix CEO Avishai Abrahami emphasized that the acquisition marks a key step in advancing Wix’s mission to make digital creation universally accessible. By bringing Base44’s advanced AI and its founding team into the fold, Wix aims to accelerate the integration of intelligent automation into its platform. This is expected to help users at all skill levels build custom solutions with minimal effort, redefining how digital experiences are created in sectors ranging from retail to content creation.
Broader AI Investment by Wix
The Base44 deal follows Wix’s recent acquisition of Hour One, another Tel Aviv-based company focused on AI-generated video. These back-to-back investments demonstrate Wix’s strategic pivot toward embedding generative AI into its product suite, reflecting a broader industry trend. The goal is not only to enhance user experience but also to position Wix as a pioneer in the next wave of AI-native creation tools.
The Role of Founder Maor Shlomo
Base44’s founder Maor Shlomo described the acquisition as an ideal alignment of vision and culture. He emphasized that joining forces with Wix will accelerate the startup’s mission to democratize software creation. By leveraging Wix’s global reach and infrastructure, Base44 expects to scale its offerings and innovate faster. Shlomo also highlighted the shared commitment to rapid iteration and user-centric design between the two companies.
Future Outlook
Industry watchers see the acquisition as a well-timed and strategic move. By combining Wix’s massive user base and platform maturity with Base44’s agile AI-first product, the company is now well-positioned to lead in the competitive no-code development market. As AI continues to reshape how digital tools are built and used, this partnership signals a broader shift toward a future where software creation is increasingly conversational, visual, and accessible to all.
Conclusion
The acquisition of Base44 reflects Wix’s deepening commitment to AI and its broader effort to simplify digital creation at scale. With this deal, Wix isn’t just acquiring a promising startup—it’s betting on a new model of building technology: one that puts power directly in the hands of users through natural language and AI, transforming the way people around the world create online.
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