BigCommerce Becomes Commerce: Ai-Driven Platform for the Future of E-Commerce

Commerce marks a milestone in the evolution of BigCommerce: under a strong new brand, the company is uniting BigCommerce, Feedonomics and Makeswift to create an innovative, open platform that aims to set pioneering standards in digital commerce. Retailers will have access to an end-to-end, AI-based commerce solution that enables flexible, scalable and personalized shopping experiences to ensure sustainable business success.

The Background: From BigCommerce to Commerce

The renaming is more than just a new logo - it is the visible sign of a strategic realignment. Commerce now unites:

• BigCommerce - the flexible e-commerce platform for B2B and B2C
• Feedonomics - a leader in AI-powered feed management and data optimization
• Makeswift - a no-code visual editor for fast and flexible frontend development

With this merger, Commerce aims to offer an open, composable and AI-powered commerce platform that will provide retailers with maximum flexibility and growth potential in the future.

Integration of the Acquisitions: More Value From the Product Portfolio

The acquisition of Feedonomics and Makeswift is strategically crucial:

• Feedonomics provides optimized product data feeds for marketplaces, social commerce and - increasingly important - AI search engines such as Perplexity.
• Makeswift enables visual and fast website design without code, ideal for brands that want to respond to market trends with agility.

With the help of the new brand, Commerce can now better communicate its strong USPs and try to differentiate itself from Adobe Commerce and Shopify:

• Flexible, open platform architecture without dependencies - completely API-first, based on microservices and modularly expandable as required.
• Comprehensive feed and data optimization through Feedonomics - particularly unique in the area of AI search and marketplace connection.
• Powerful hybrid scenarios for B2B and B2C - including native B2B functions and multi-storefront capability.
• Clear focus on AI-first - powerful solutions for agentic commerce, optimized feeds for LLMs and close partnerships in the AI ecosystem.
• Developer-oriented concept - more flexibility than Shopify and noticeably less complexity compared to Adobe.

Financial Development: Stable Basis, Accelerated Growth in Sight

Compared to Shopify's rapid development, the business figures for Q2 2025 appear rather modest, but underline Commerce's solid starting position: revenue amounted to USD 84.4 million, an increase of 3% compared to the previous year. The annual recurring revenue volume (ARR) also increased by 3% to USD 355 million. Revenue per key account in particular showed a clear trend: growth of 9% increased the average revenue per Enterprise Account to USD 46,400.

Although the number of customers is declining slightly (-3%), the proportion of higher-value relationships is growing and Commerce is generating more revenue per customer - primarily through combined platform and feedonomics offerings. The company is forecasting revenue growth of 2 to 4% for 2025 as a whole, before a noticeable acceleration is expected from 2026 onwards thanks to new products and AI-supported innovations.

Achieving New Market Shares and Ai-Driven Opportunities With AI

At the heart of Commerce's growth strategy is the consistent expansion of AI-based solutions for retail. New tools for AI-supported data optimization and analysis, some of which have already been rolled out, open up additional potential - for retailers of all sizes.

Core areas are:

• Improved visibility in AI-based search systems - through product data specially optimized for LLMs and AI shopping agents.
• Agentic commerce - innovative solutions in which AI agents act as autonomous buyers and place orders independently.
• Future-oriented, fee-based AI functions - such as tools for automated product data optimization and evaluation.

B2C retailers in particular are countering the decline in organic search queries with targeted investments in AI-optimized product feeds.

Strategic Perspective: Composable, Open, Growth-Oriented

Commerce relies on three strategic pillars:

• Composable architecture - modular building blocks that retailers can freely combine
• Open partnerships - including with Google Cloud (Gemini), Perplexity
• End-to-end solutions - from storefront to data feed optimization

New products such as self-serve feedonomics (Q4 2025), a self-serve version of Makeswift (H1 2026) and a proprietary payment solution for SMBs (H1 2026) should further accelerate growth.

Stock Market Reaction: Cautious Optimism

On the stock market, the rebranding is seen as a positive long-term move - however, analysts do not expect any major changes in the deal pipeline in the short term. However, the focus on higher-value customer relationships and AI-driven value-added services could ensure rising margins and market shares in the medium term.

Conclusion:
With the rebranding to Commerce, the company is clearly positioning itself as an AI-first commerce platform with an open, composable approach. The integration of Feedonomics and Makeswift strengthens both technological depth and customer benefits. While short-term growth remains moderate, significant opportunities will open up from 2026 in a rapidly changing e-commerce market. Commerce, which is largely unknown in Germany, should definitely be included in the selection of potential candidates when migrating an existing platform or planning a new e-commerce platform.

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