Big­Brand­ing: A Big­ger Boat, a Broad­er Vision

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 AIcan 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.