The company formerly known as BigCommerce rebooted itself into an open, AI-driven commerce ecosystem - three products, one stack, and a bet that the next storefront is an answer engine.
Commerce, the parent brand of BigCommerce, Feedonomics and Makeswift. The company began trading on the Nasdaq as CMRC on August 1, 2025.
For sixteen years the name was BigCommerce. It started in 2009 in a corner of Sydney, Australia, where co-founders Eddie Machaalani and Mitchell Harper built a platform for people who wanted to sell things online. It grew, moved its headquarters to Austin, Texas, and went public on the Nasdaq in August 2020 under the ticker BIGC. That was the arc of a solid ecommerce-software company.
On July 31, 2025, that company changed its name to Commerce. The corporate entity became Commerce.com, Inc., and the next day the stock started trading under a new ticker, CMRC. But the interesting part is not the logo. Under CEO Travis Hess - who joined as President in May 2024 and took the top job that October - the rebrand arrived stapled to a new model.
Commerce is now the parent brand over three products: BigCommerce, the ecommerce platform; Feedonomics, an AI-driven product-data optimization and syndication engine; and Makeswift, a visual, composable storefront builder. The pitch is that these three pieces cover the full arc of selling online - optimize the data, run the store, build the face - and that brands can buy them separately or together.
The reframing is deliberate. Hess argues the company "outgrew its legacy brand" and needed to signal a shift from being a platform to being what he calls a data-driven, modular commerce engine. The reboot went past marketing: much of the senior leadership team was replaced, two acquisitions were folded in, and the roadmap was reoriented around customer outcomes rather than platform features.
*More than 60 of the Top 2000 US online retailers used BigCommerce in 2024, generating over $4.1B in combined annual ecommerce sales.
"We've rebooted the entire company. It's not just a new name - it's a new model."
Commerce sells its products modularly - a brand can adopt Feedonomics or Makeswift on their own without re-platforming the whole store. Together they form what the company describes as an operating system for merchants.
The flexible, open SaaS ecommerce platform at the core - built for speed, scale, and headless/composable architecture, serving both B2C and B2B selling.
Since 2009AI-powered product-data optimization that formats and syndicates feeds across marketplaces, ad networks, and emerging AI answer engines. Acquired 2021.
Acquired 2021A visual, no-code builder for personalized, composable storefronts and pages - letting teams design experiences on top of the commerce stack. Acquired 2022.
Acquired 2022Also in the box: BigCommerce Payments, powered by PayPal, giving merchants a native checkout inside the platform.
Complex B2B and B2C brands and enterprise retailers - the ones juggling owned sites, wholesale, marketplaces and social at the same time. Named customers and users include URBN (Urban Outfitters), Tapestry (Coach, Kate Spade), Dell Technologies, Revelyst, Patagonia, Puma and Harvey Nichols.
Selling online has fractured into a dozen channels, each with its own rules for product data. And discovery itself is moving - shoppers increasingly ask AI answer engines like ChatGPT and Perplexity instead of typing into a search bar. Commerce's argument: if a machine is going to shop on your customer's behalf, your product data had better be clean, structured and everywhere the machine looks.
Hess calls the moment "like Y2K" - widespread anxiety, unclear rules, everything about to change. The stack is his answer to that anxiety.
Commerce is explicit about not fighting Shopify on simplicity. Instead it targets complexity - the enterprises that need multi-channel management, B2B workflows, and open, composable architecture rather than a turnkey box. It is a strategy of picking the hard problems competitors tend to avoid, and letting customers buy only the modules they need.
There is a small irony in the positioning: CEO Travis Hess previously ran Accenture's global Shopify partnership before joining the company he now aims squarely at the enterprise gaps around it.
Illustrative positioning based on the company's stated strategy - not a formal benchmark.
B2B SaaS. Commerce earns subscription revenue from the platform and from modular products (Feedonomics, Makeswift), plus payments and an ecosystem of agency and technology partners. The modular design is the model: brands can buy pieces independently instead of committing to a full re-platform.
It sits in the enterprise and mid-market layer of the commerce-platform market, alongside Salesforce Commerce Cloud, Adobe Commerce (Magento) and commercetools, and across from Shopify Plus - differentiated by its data-and-AI framing and open architecture.
Sixteen years of ecommerce-platform engineering, plus two acquired specialties: product-data feed management (Feedonomics) and visual composable site building (Makeswift). The leadership bench draws on commerce-agency and consultancy experience, including Accenture and DTC/Shopify agency work.
Publicly traded (Nasdaq: CMRC). Reported total funding of roughly $63M pre-IPO (Series C), with estimated annual revenue in the $330M+ range. Market value moves with the stock.
Eddie Machaalani and Mitchell Harper launch an online-store platform in Sydney, Australia.
BigCommerce goes public under the ticker BIGC in August 2020.
The company adds AI-driven product-data optimization and syndication.
A visual, composable storefront builder joins the portfolio.
Joins as President in May, appointed CEO in October, and begins a company-wide reboot.
On July 31 the Commerce parent brand launches; on August 1 the stock trades as CMRC.
"Commerce is more than just another ecommerce company. We are a trusted partner, an innovation engine and a champion that stands behind what we promise."
Product demos, platform walkthroughs and customer stories from the official channel.
youtube.com/user/bigcommerce →BigSummit 2025 recap: the CEO on agentic commerce and the road ahead.
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