Commerce.com launches unified brand to lead AI-driven retail
BigCommerce has introduced Commerce as its new parent brand, bringing together BigCommerce, Feedonomics, and Makeswift within a unified, AI-driven ecosystem.
The move, described as more than a simple rebranding exercise, sees the company now officially named Commerce.com. The shift signals a strategic focus on what it calls agentic commerce, where artificial intelligence handles shopping decisions, product comparisons, and even transactions on behalf of consumers.
According to the company, Commerce's open, intelligent platform is designed to assist merchants in adjusting to changes in digital commerce, with capabilities aimed at optimising product data for integration with AI-powered platforms such as ChatGPT and Perplexity. The platform also allows for the creation of personalised storefronts on a scalable basis.
Agentic commerce focus
The rebrand comes with a new corporate identity, as the company's ticker symbol changes from "BIGC" to "CMRC" on the Nasdaq Global Market. The brand's vision is rooted in responding to a shift in consumer behaviour where AI-driven platforms are becoming the gateway for product discovery and purchasing decisions, superseding traditional search engines and web traffic.
Commerce Chief Executive Officer Travis Hess commented on the purpose of the brand relaunch. He said,
"Launching the Commerce brand is about more than a new name and logo. It is a clear declaration to our customers, partners, investors and team that we are doubling down on innovation to give brands, retailers, manufacturers, distributors and wholesalers the flexibility, connectivity and care to help them move faster, scale smarter and grow on their terms. Agentic commerce requires a new playbook, and Commerce is here to deliver it with an open ecosystem built for speed, intelligence and flexibility."
Retained solution identities
The three constituent brands - BigCommerce, Feedonomics, and Makeswift - will persist as individual offerings. BigCommerce continues as an adaptable eCommerce platform, Feedonomics focuses on preparing product data for effective use across global channels and AI interfaces, and Makeswift provides a collaborative visual editor for marketers and developers to construct digital experiences. These are now positioned under the Commerce umbrella with a unified strategic direction.
"Commerce is more than just another eCommerce company," said Hess. "We are a trusted partner, an innovation engine and a champion that stands behind what we promise, and one of those promises is to provide an AI-driven ecosystem that aligns innovation with outcomes."
Adapting to AI-dominated shopping
The company's strategy is a direct response to what it identifies as a significant change in consumer shopping habits. Commerce notes a decline in the effectiveness of traditional organic search and paid advertising, with more consumers relying on AI technologies to search, compare, and complete purchases - often without visiting a merchant's own website. Commerce's platform supports this shift by optimising and orchestrating data so that it performs across these channels.
Commerce has entered into strategic partnerships with key AI platforms, including recent collaborations involving BigCommerce and Feedonomics with Perplexity and Google Cloud, to facilitate agentic commerce and maintain relevance for its merchant customers. The objective is to allow businesses to maintain visibility and operational efficiency in a landscape where intelligent automation is the norm.
Vipul Shah, Chief Product Officer at Commerce, outlined the company's approach to AI. He stated,
"At Commerce, we leverage AI where it delivers real, measurable results: powering personalisation, automation and data orchestration across the entire customer journey from discovery to checkout. By delivering relevant, context-optimised data to digital channels including answer engines, and creating agentic tools to help merchants optimise their operations, Commerce helps businesses adapt in real time and grow intelligently. We're not just following the AI wave; we're in the room with the product and engineering teams from the leading AI companies shaping the future of the internet so that we are positioned to help our customers win."
Adoption by global brands
Commerce's integrations are already being used by various international brands, including adventure company Revelyst (parent to Bell, Bushnell, CamelBak, and Giro), global consumer group URBN (parent to Urban Outfitters and Anthropologie), fashion holding company Tapestry (parent to Coach and Kate Spade New York), and Dell Technologies. These companies employ Commerce's tools to improve product visibility, maintain brand consistency, and optimise outcomes in AI-led commerce environments.
Ellen Siminoff, Executive Chair of the Board of Directors at Commerce, referred to the company's recent leadership changes and their significance in this transition. She said,
"Since Travis stepped into the CEO role, he has assembled an experienced and visionary leadership team that came together with clarity and conviction to transform the company. The launch of Commerce is the culmination of bold thinking, careful planning and hard work during a period of rapid industry change. This transformation positions the company for a return to long-term, sustainable growth. We are proud of our progress thus far and look forward to continuous execution."
