🏆 Commerce Plays to Win in an AI-First Era
How Commerce plans to own the category, not just play in it.
Welcome to On-brand by Brandfetch—the weekly scoop on the most intriguing rebrands, brand evolutions, and fresh identities shaping your favorite products.
The Story Behind the Shift
When a company drops the “Big” and calls itself simply Commerce, it’s not just shortening the name. It’s staking a claim on the entire category. That’s exactly what Denise Bruhns (VP of Brand & Corporate Marketing) and Alicia Herber (Creative Director) told us about their journey from BigCommerce to Commerce.
From Storefronts to AI Agents 🤖
Back in 2009, Commerce (then BigCommerce) was all about helping small shops get online fast. Fast forward: they’ve gone enterprise, expanded worldwide, and scooped up Feedonomics and Makeswift along the way. But the shopping game has changed.
Shoppers today are looking for more than just a search bar. Instead of typing “red shoes” into Google, they’re telling AI agents their whole backstory—“I’ve run for 20 years, my knees are dodgy, I’m training for a marathon, and I need red shoes in my favorite shade.” The agent takes that context, compares options in real time, and may even complete the checkout on the spot. That’s what the team at Commerce calls agentic commerce. It’s a shift in how discovery and purchase happen—and one of the big reasons why the old BigCommerce brand felt too narrow for the future they’re building.
“For us, the rebrand is about re-architecting commerce for an agent-first world and giving businesses the tools to lead in it.”
—Denise Bruhns, VP of Brand & Corporate Marketing at Commerce
Owning the Category 📦
So why drop the “Big”? Sure, it looks simpler, but it’s really about showing intent. For years, “Big” meant growth, but the company had grown past that. With Feedonomics and Makeswift in the mix, their work now goes beyond storefronts into product data, design, and how brands get discovered. Commerce as a parent name says they’re not just part of the industry—they want to shape it. By bringing BigCommerce, Feedonomics, and Makeswift under one banner, they can tell a bigger story while still letting each product do its own thing.
The new identity helps carry that message. The symbol of overlapping circles points to connection and constant motion. The wordmark, with its rounded shapes, keeps it friendly and easy to read. And then there’s the color: purple. In a market full of blue and green, purple jumps out. It’s strong, energetic, and sits right between red (action) and blue (trust). For Commerce, it’s not just a new color—it’s a sign they want to stand out and push forward.
Building for the Future 🚀
Commerce isn’t treating AI as a side feature. They’re weaving it into everything: Feedonomics helps clean and shape product data, Makeswift gives creators smarter design tools, and the whole system is built so brands can show up inside AI platforms where more people are shopping. The aim is simple—make sure businesses don’t just get noticed in AI‑driven spaces, but actually make sales there.
That kind of change also meant bringing three different teams together—BigCommerce, Feedonomics, and Makeswift. Each had its own way of talking and its own audience, from marketers to developers. The hard part was finding one story that worked for all of them without losing what made each one special. The win was seeing those pieces—tech, design, and storytelling—click into place under one name.
So yes, it’s a new logo and a new name. But the bigger story is that Commerce is setting itself up for what comes next. Not just a facelift, but a promise to lead the next chapter of online shopping.
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See you next week!
From your friends at Brandfetch 👋