BigCommerce announces rebrand to Commerce
BigCommerce recently announced its rebrand to Commerce. This bigger boat is now the umbrella for BigCommerce, data optimisation specialist Feedonomics, and design-and-development platform Makeswift, all of which will continue to operate under their existing names as central product offerings within the broader, now (water)tighter, Commerce ecosystem.
From Platform to Powerhouse
Moving from a standalone platform to a broader ecosystem makes an already powerful, flexible, and future-focused solution stronger under one cohesive company. Commerce now offers a more connected, unified set that integrates product data management, intelligent storefront design, and streamlined workflows. This amplifies BigCommerce’s core strengths—scalability and a merchant‑first approach—and frames them in a much clearer, more strategic story about helping businesses build freely, adapt faster, and scale smarter.
Smooth Operating
Most of our work is working out the challenges of getting multiple systems and products talking to each other and getting along well. By uniting BigCommerce, Feedonomics, and Makeswift, Commerce creates a more cohesive, purpose-driven company with systems designed to connect and evolve.
Three strong solutions more deeply integrated, talking more fluently to each other can only simplify customer workflows, reduce the need for manual fixes, and help solve new, complex challenges for businesses, if and when they come. A more robust boat. And one that remains flexible.
This evolution is especially valuable for B2B merchants, who often face unique complexities. Over the past several years, BigCommerce has made significant investments to become a leader in B2B eCommerce. Starting with the launch of B2B Edition, the company introduced features specifically designed for business buyers and prioritised support for intricate purchasing workflows. Strategic acquisitions, like BundleB2B, and integrations with industry leaders like PROS for CPQ and Salesforce for CRM, further cement BigCommerce's position as a B2B specialist. (In a related story, BigCommerce feels the same about us).
Welcome to the machine
Another major development is Commerce’s strong pivot towards AI-driven and agentic commerce, focusing on what AI can do well. Embedded AI tools are being rolled out across product search, merchandising, and analytics, all powered by a shared data infrastructure and tightly integrated storefront experiences. These advancements aim to give merchants faster insights, personalised shopping journeys, and more efficient operations.
To support this, Commerce has forged partnerships with innovators like Perplexity, Google Cloud (integrating Gemini within Feedonomics), PROS (providing enterprise CPQ, particularly vital for B2B merchants), and Accenture for co-developing AI/agentic solutions. The goal is clear: to build an adaptable, AI-native commerce infrastructure that elevates both the merchant and customer experience.
Looking ahead
As most big moves do, the announcement sparked a mix of excitement and caution in the eCommerce community, with some people welcoming the promise of faster innovation and deeper integration, while others wonder how the new umbrella brand will clarify its unique value proposition and avoid brand dilution. There are open questions around the execution speed of AI-native commerce infrastructure and the impact on merchant value and differentiation. And also: how will partners like us best support clients through the transition?
Ultimately, only time will tell. But here’s what we do know:
Few agencies have had the vantage point we’ve enjoyed to see BigCommerce’s journey up close. We’ve been BigCommerce Experts since 2012 and take pride in being among the first partner agencies. That’s because we know BigCommerce’s ability to deliver flexible, scalable, and cost-effective solutions and because it continues to provide us with the tools to build eCommerce solutions that actually work in the real world. What we want. What our clients need.
So, congratulations to BigCommerce on taking this bold step forward to power what’s next for merchants and partners alike. And business as usual for us: doing simple, quiet, good work to help our clients cut through
The boat gets bigger, the horizon wider. We help.
Take a shortcut. Contact us to discuss how these developments can help your business.
