Open SaaS ecommerce platform, BigCommerce, has launched of its new parent brand, Commerce, which will bring together BigCommerce, product feed management solution Feedonomics, and composable visual editing system Makeswift, to power the next era of agentic retailing.

As part of the move, which it claims delivers a “bold vision” for the future of AI in shopping journeys, BigCommerce has also rebranded to Commerce.com.

“Launching the Commerce brand is about more than a new name and logo,” said CEO, Travis Hess. “It is a clear declaration that we are doubling down on innovation to… help [retailers] 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,” Hess added.

While individually BigCommerce, Feedonomics and Makeswift will continue to exist as three separate solutions, their combined capabilities allow retailers to unlock data potential and deliver AI-powered, personalised experiences at scale. 

Commerce says the move enables it to “offers a complete solution for the AI era”. Feedonomics optimises merchant data for every touchpoint and holds strategic partnerships with leading AI platforms. BigCommerce (now Commerce.com) provides the operating system for merchants of record. Meanwhile, Makeswift powers AI-optimised storefronts. 

URBN, which owns Urban Outfitters and Anthropologie, and Tapestry, the parent company of fashion brands including Coach and Kate Spade, are already leveraging Commerce’s product data integrations to improve visibility, protect brand consistency and boost performance across AI-driven search experiences. 

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