BigCommerce Holdings has rebranded as Commerce.com Inc., a move that signals a broader strategic shift as the company reorganizes its ecommerce technology applications and services to align with how consumers and businesses are increasingly purchasing online with the help of artificial intelligence (AI).
Travis Hess, CEO, Commerce.com Inc. (formerly BigCommerce) | Image Credit: Commerce
The company will begin trading under a new Nasdaq ticker symbol, CMRC, on Aug. 1.
The rebrand brings together three existing business units under a unified corporate identity:
- BigCommerce
- Feedonomics
- Makeswift
The company said the transition reflects the growing need for modular, AI-integrated infrastructure, as consumers use generative AI platforms such as ChatGPT, Perplexity, and Google’s Gemini to search for and purchase products — often without visiting a traditional ecommerce site.
“This is not a cosmetic change,” said CEO Travis Hess. “We’re restructuring around the way commerce is actually working now — where AI platforms are influencing what people see and buy.”
Commerce will host its first quarterly earnings call under the new name July 31.
BigCommerce rebrands to Commerce.com Inc.
Commerce.com is distancing itself from the all-in-one ecommerce platform approach. Instead, it’s offering an open, composable system designed to plug into external AI tools and data ecosystems, the company said.
It is expanding Feedonomics, which helps merchants manage and syndicate product data, to ensure it optimizes data for AI-driven discovery platforms. Makeswift, a visual editor acquired in 2022, supports the creation of dynamic, personalized storefront experiences. BigCommerce remains the core transaction engine, but its role is shifting toward supporting more flexible backend systems.
Commerce.com Inc. unveils its new logo. | Image credit: Commerce
“Our tools are designed to meet customers where they are, whether that’s on a website or through an AI assistant,” said Vipul Shah, chief product officer.
The company’s repositioning comes as traditional strategies such as SEO and paid advertising are becoming less effective in driving ecommerce traffic. In response, Commerce is prioritizing structured data, API integration, and real-time optimization to ensure product visibility in what it calls agentic commerce.
Agentic commerce refers to a landscape shaped by AI agents acting on behalf of shoppers and businesses.
Commerce recently expanded partnerships with AI platforms such as Google and Perplexity. Companies including URBN (parent of Urban Outfitters and Anthropologie), Tapestry (Coach, Kate Spade), and Dell Technologies are already using the company’s tools to improve product visibility and maintain brand consistency across AI-powered search and commerce environments.
The rebrand follows internal restructuring under CEO Travis Hess, who stepped into the role in 2024. Since then, the company has overhauled its leadership team and aligned its roadmap with a longer-term strategy focused on adaptability, system interoperability, and AI-readiness.
“The launch of Commerce is the culmination of bold thinking, careful planning and hard work during a period of rapid industry change,” said board chair Ellen Siminoff. “This transformation positions the company for a return to long-term, sustainable growth.”
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