Sellers Are Growing With Feedonomics Surface — Now Expanding to TikTok, Microsoft Ads, and Pinterest

We launched Feedonomics Surface in October 2025, and the response from BigCommerce sellers has been energising.

In just a few months, more than 12 million products have been synced through Surface. Sellers have created over 1.8 million catalogue overrides. Established small businesses using Surface saw 24% year-over-year GMV growth in November.

That tells us something important. BigCommerce sellers are ready to grow into more channels, if the process is simple, reliable, and gives them control over their product feeds.

We’ve seen how quickly merchants put Feedonomics Surface to work advertising on Google and Meta. So now we’re building on that momentum with an exciting announcement: 

TikTok, Microsoft Ads, and Pinterest are officially available in open beta.

What is Feedonomics Surface?

Feedonomics Surface is our feed management solution that helps BigCommerce sellers connect their stores to ad channels. We designed it to make it easier to structure, optimise, and distribute product data across advertising channels from one centralised place.

Feedonomics has spent years helping brands, retailers, and marketplaces manage and optimise product feeds at scale. Surface brings that expertise directly into the BigCommerce ecosystem.

With Surface, sellers can connect their store to:

• Google (generally available)

• Meta (generally available)

• TikTok (open beta)

• Microsoft Ads (open beta)

• Pinterest (open beta)

Instead of managing separate feeds for each platform, everything lives inside a single interface connected to your BigCommerce catalogue.

How Feedonomics Surface works

Surface starts by syncing your BigCommerce catalogue and preparing your product data for channel distribution.

From there, sellers can:

• Keep listings updated with automated catalogue sync

• Align products to each channel’s taxonomy with category mapping

• Edit titles, descriptions, and attributes using overrides

• Apply rule-based data transformers for bulk optimisations and ongoing enhancements, depending on the Surface plan they activate 

• Ensure compliance with channel-specific formatting

• Monitor and resolve issues using built-in diagnostics tools

We offer three Feedonomics Surface plans, starting with a free option, to support different levels of complexity:

• Basic – Automated feed build, core feed sync, overrides, and channel connectivity

• Retail – Expanded optimisation tools, customisation, and channel connections

• Managed Service – Full-service support with a dedicated feed manager, advanced features, and unlimited channels

This flexibility allows BigCommerce sellers to scale into the plan that suits their needs over time.

What’s new in the open beta?

We’re expanding the number of channels BigCommerce sellers can activate directly through Surface.

TikTok, Microsoft Ads, and Pinterest are now available in open beta, giving sellers more ways to reach customers across search, social, and discovery-driven platforms.

TikTok

TikTok blends entertainment and commerce in a way that’s reshaping how products are discovered. Surface enables sellers to sync product catalogues for TikTok ads and commerce experiences, powered by structured product data.

Learn more about TikTok and Feedonomics Surface.

Microsoft Ads

Microsoft Ads connects sellers to Bing and partner search networks. Optimised product feeds support Shopping campaigns and help capture incremental search demand across additional audiences.

Learn more about Microsoft Ads and Feedonomics Surface. 

Pinterest

Pinterest operates as a visual discovery engine where shoppers browse, plan, and save ideas. Surface supports catalogue syndication for Product Pins and shopping ads, helping sellers appear where inspiration turns into intent.

Learn more about Pinterest and Feedonomics Surface. 

Expanding across channels creates complexity. Surface keeps it manageable.

As sellers grow into more advertising platforms, the operational burden increases.

Each channel has its own integration and data requirements. Formatting requirements vary. Small inconsistencies can limit visibility or cause product disapprovals.

Surface brings that complexity into one manageable place.

By centralising category mapping, overrides, and data transformation tools, BigCommerce sellers can improve product data once and apply those improvements across multiple channels.

Instead of updating separate feeds in separate systems, Surface keeps everything connected to your BigCommerce catalogue. 

How to install Feedonomics Surface and access the open beta channels

Getting started takes just a few steps.

Step 1: Install Feedonomics Surface

1. Visit the BigCommerce App Marketplace

2. Search for Feedonomics Surface

3. Click Install

4. Connect your product catalogue

5. Configure your initial channel settings

For plan comparisons and detailed setup guidance, visit the Feedonomics Surface product page.

Step 2: Activate TikTok, Microsoft Ads, and Pinterest

Once Feedonomics Surface is installed:

1. Navigate to the channel management section

2. Select TikTok, Microsoft Ads, or Pinterest

3. Authenticate your advertising account

4. Map required product attributes

5. Submit for activation

Open beta access allows you to expand your channel mix while we continue enhancing each integration.

The final word

When we launched Surface, our goal was simple: make it easier for BigCommerce sellers to connect their store to advertising channels and manage product data without unnecessary friction.

The early results show that centralised feed management supports real growth.

Now, with TikTok, Microsoft Ads, and Pinterest available in open beta, sellers have even more ways to expand reach and diversify acquisition.

We’re excited to keep building.

Start connecting your BigCommerce store to more advertising channels with Feedonomics Surface today.

FAQs

What advertising channels does Feedonomics Surface support?

Surface supports Google and Meta as generally available channels. TikTok, Microsoft Ads, and Pinterest are available in open beta.

Are TikTok, Microsoft Ads, and Pinterest available now?

Yes. These channels are currently offered through open beta. BigCommerce sellers can install Surface and activate them within the app.

What are overrides in Feedonomics Surface?

Overrides allow sellers to edit specific product attributes, such as titles or descriptions, directly within Surface to improve performance across advertising channels.

What are data transformers?

Data transformers allow bulk optimisation and ongoing product data enhancements as new products are added. Availability depends on the selected plan.