In the first episode of Season 3, Gordon and Ger welcome their inaugural vendor guest, Travis Hess. Travis recently transitioned to CEO of BigCommerce after a long career in the service industry. In this episode, they discuss how product data is the new battleground of ecommerce, why Feedonomics is BigCommerce's not-so-secret weapon, and what the future holds for BigCommerce.
Shopify vs. Composable Solutions: The Scale of Ecommerce Complexity
Travis kicked off the discussion by explaining where he saw the 'white space' for BigCommerce, partnered with Feedonomics and MakeSwift. While acknowledging Shopify's dominance, Travis highlights that many businesses in the small business, B2B, and B2C realms seek to embrace the benefits of composable storefronts without the risks and complexities of building from scratch. This significant segment of the market requires solutions that go beyond standard 'out of the box' offerings, as they need highly customised ecommerce experiences. This is where composable solutions come into play, offering the flexibility to tailor every aspect of their ecommerce experience, such as complex inventory management or unique checkout processes.
Feedonomics and Makeswift: The Explainers
A key component of BigCommerce's offering, as highlighted by Travis, is their Feedonomics and Makeswift offering. Travis describes Feedonomics as 'a product feed management syndication tool that's also combined with a managed service.' Essentially, it helps businesses manage and optimise their product data for various online sales and advertising channels. BigCommerce has a dedicated team that provides this service on behalf of manufacturers and retailers globally, and this service is platform-agnostic.
On the Makeswift side, Travis describes it as a centralised visual editor for marketers and business users. He explains that this integrates seamlessly with BigCommerce's composable elements, enabling the creation of immersive experiences without requiring developers.
Feedonomics and Catalogue Management: Taking Control of Your Product Data
We also explored the importance of advanced catalogue management, particularly with platforms like Feedonomics. This tool empowers businesses with large, complex catalogues to curate and selectively distribute their product information across various channels, including Google Shopping. This level of control is essential for businesses that want to present curated collections and maintain a competitive edge.
Disintermediation of Ecommerce
The concept of "disintermediation" in ecommerce took centre stage in the podcast, highlighting the potential for AI-driven agents to bypass traditional platforms. Travis emphasised that with the rapid evolution of technology, especially AI, businesses must prioritise agility and composability. Simply put, imagine AI assistants buying things for you, without you even going to a website! This means businesses need to be ready to adapt quickly and connect with customers in many ways, not just through their own website. We saw this with TikTok Shop, where people can buy directly in app. This serves as a reminder that relying only on one platform might not be enough in the future. Instead, businesses should focus on getting their products seen everywhere customers are, and be flexible enough to change as shopping habits evolve.
BigCommerce's Plans for the Future
Finally, the podcast delved into BigCommerce's strategic shift. Rather than directly competing with Shopify, they're focusing on an Ideal Customer Profile (ICP) that requires more customisable and adaptable ecommerce solutions. Undergoing this strategic transformation, they're rolling out streamlined tools to simplify online store setup, enhancing their B2B offerings, and introducing a self-service version of Feedonomics to broaden accessibility. To create a more cohesive brand identity, they will be launching a new unified parent brand. The focus is to drive customer acquisition and revenue growth, supported by a renewed emphasis on forward-thinking vision.
It's All About Finding the Right Fit
The key takeaway from this discussion is that there's no single “best” ecommerce solution. It's about finding the right fit for your business's unique needs. Whether you're a small business thriving on Shopify or a large enterprise requiring a composable solution, understanding your requirements is the key — or as our friend Gordon puts it "horses for courses".
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