BigCommerce is doubling down on its B2B e-commerce strategy, according to its CEO Travis Hess, who has led the company since October 2024, after previously having served as President since May that year.
Hess claims that BigCommerce now has 12,000 B2B accounts, making it “one of the largest, if not the largest B2B SaaS player in market,” and that half of the company's net new bookings in 2024 came from B2B.
He also shared that BigCommerce has integrated its operations and restructured into three clear offering groups: B2C, B2B, and Small Business.
Hess told DigitalCommerce360:
“We have integrated all three products both operationally and commercially and have organized the teams around three offering groups. We have a dedicated general manager over each of these three offerings, and our sales and marketing teams are now aligned with these offerings, rather than exclusively by product.”
Why separate Small Business from B2C and B2B? Don't most small businesses fit perfectly into one or both of those categories?
I love the idea of dividing their offering into two distinct categories — B2B and B2C — but I would simply communicate to businesses of all sizes — including small, medium, and enterprise — a simple streamlined offering under each category.
Eight months ago I published a popular LinkedIn post that offered my views on how BigCommerce should change its marketing. Part of my advice included:
- “Build for enterprise, speak to the masses / Combine the Enterprise & Essentials pages” — meaning the benefits should be equally clear to both small businesses and enterprises, most of which overlap between the two segments.
- “Lose the ‘E' in e-commerce” — meaning focus on how BigCommerce is an omnichannel commerce provider that powers a retailers presence across all channels including D2C, marketplace, social, and brick-and-mortar.
- “Talk about BigCommerce's offering cohesively” — as opposed to hiding major benefits behind product pages. Just because their dev team packages BigCommerce's offerings into individual products with names like B2B Edition, Launch Services, and Multi-Storefront doesn't mean the marketing division has to sell each one individually.
I think that streamlining their offering into B2C and B2B is a good first step towards streamlining and improving their communication of features & benefits to merchants, but they've still got a long way to go in regards to their website. It's still early in the year and I'm rooting for a major BigCommerce comeback story in 2025!
What are your thoughts? Hit reply and let me know.