Meet Commerce: A New Identity for a New Era

Today, we’re excited to introduce Commerce, our new parent brand that brings together BigCommerce, Feedonomics, and Makeswift under one powerful banner.

But this isn’t just a rebrand. It’s a redefinition — one rooted in innovation, intelligence, and unity.

As the world of commerce evolves faster than ever, we’re evolving with it. Not just in how we look, but in how we think, build, and serve. 

This new chapter brings a bold vision for the future: one where AI acts on behalf of consumers, and businesses adapt with intelligent, composable tools designed to meet them wherever they are.

Why we rebranded

Commerce has always been at the heart of what we do. From launching global storefronts to turning product data into discovery and streamlining website design, we’ve helped businesses innovate, adapt, and scale on their own terms.

But the world is changing. Fast.

Search is becoming agentic. Buyer journeys are more complex. And the power of AI is transforming how businesses grow. That’s why our leadership team made a bold decision: it was time for a unified identity that reflects our commitment to powering the next generation of commerce together.

This brand launch represents a declaration of our purpose and a signal to the market that we’re not just keeping up with change — we’re leading it.

“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," said Travis Hess, CEO, Commerce.

A vision for the future.

At the core of this evolution is a bold new vision: 

Powering an open, intelligent ecosystem for next-generation commerce.

We believe in a world where businesses of all sizes can connect, innovate, and grow — where technology, data, and people work in harmony to unlock new opportunities.

A mission that moves us forward.

Our mission is what drives us every day: 

Our mission is to empower businesses to innovate, grow, and thrive by providing an open, AI-driven commerce ecosystem. We connect the tools and systems that power growth, enabling businesses to unlock the full potential of their data, deliver seamless and personalised experiences across every channel, and adapt swiftly to an ever-changing market.

It’s a mission rooted in customer success and built for what’s next.

Our new brand identity

Our new brand identity brings our vision, mission, and personality to life through a cohesive system of language, design, and expression.

A bold new name and tagline.

At the center of our new identity is a simple but powerful name: Commerce. It reflects our role as the strategic engine behind BigCommerce, Feedonomics, and Makeswift. Our new tagline — Business, done your way — strikes a confident tone that reflects both the seriousness of our purpose and the spirit of progress we bring to every customer.

A visual system built for clarity.

Our visual identity is designed to stand out. With Iris as our primary color and a bold new logo built around a stylised "C," we’ve created a system that feels modern, flexible, and memorable. It’s clean, digital-first, and optimised for everything from web to mobile to signage.

A voice that connects.

We speak clearly and directly. Our brand voice is professional, helpful, and confident — never overly technical or salesy. We meet our customers where they are, with empathy and clarity. Whether you’re launching your first store or scaling globally, we’re here to help you grow on your terms.

Three growth engines united under one brand

Commerce is more than a collection of platforms. It’s a complete, end-to-end solution designed for the realities of AI-driven commerce. Each platform plays a critical role in that ecosystem:

• BigCommerce gives businesses the freedom to create the experiences their customers expect and the confidence to grow without compromise. From first launch to global expansion, our customers shape commerce on their terms.

• Feedonomics turns data into a strategic advantage, ensuring every product is structured, optimised, and ready to be found in a world of AI-driven search and agentic commerce.

• Makeswift empowers teams to bring AI-optimised experiences to life — fast, visually, and intuitively — giving marketers and developers a shared canvas to build and adapt in real time.

Together, they form the infrastructure for modern commerce — one that helps businesses grow intelligently, adapt quickly, and stay relevant as technology and customer expectations evolve.

“At Commerce, we leverage AI where it delivers real, measurable results: powering personalisation, automation and predictive insights across the entire customer journey from discovery to checkout,” said Vipul Shah, Chief Product Officer, Commerce. 

Over the last few weeks, Commerce brands BigCommerce and Feedonomics have expanded partnerships with AI leaders Perplexity, Microsoft, Google, and PayPal to help businesses capitalise on agentic commerce opportunities to meet consumer expectations and create a competitive advantage.

What sets us apart

At Commerce, we’re grounded in four brand pillars that guide everything we do:

• Intelligence in Action: We use AI where it matters most — powering personalisation, automation, and predictive insights. Our tools help businesses adapt in real time and grow with intelligence, from product discovery to optimisation and scale.

• Built to Adapt: Change is the only constant. Our modular architecture and intelligent operations empower businesses to move quickly and confidently, turning change into a competitive advantage.

• Open and Orchestrated with Intention: Openness isn’t just a buzzword — it’s a strategic advantage. Through APIs, composable architecture, and seamless integrations, we give our customers the freedom to build what fits, ensuring openness leads to outcomes, not overhead.

• One Commerce, One Team: While each brand solves unique challenges, together we deliver value fast — giving companies the edge to win as commerce evolves.

Looking ahead

This moment is more than a milestone — it’s a launchpad. With the rise of AI and the shift to agentic search, the future of commerce will belong to those who can adapt, personalise, and operate intelligently. And that’s exactly what we’re delivering: an open, AI-driven ecosystem that connects businesses, buyers, and innovators.

We’re not just enabling commerce. We’re powering a new era of growth — intelligently, confidently, and without compromise.

Let’s shape what’s next, together. Visit commerce.com to learn more.