BigCommerce, a prominent player in the e-commerce industry, has been making significant strides in harnessing artificial intelligence (AI) to empower its clients and foster business growth.
In July, BigCommerce announced a partnership with GoogleCloud’s AI technology to develop AI-powered solutions aimed at enhancing product descriptions and personalizing storefronts.
CEO Brent Bellm revealed that BigCommerce’s foray into AI began with its acquisition of Feedonomics in July 2021. Feedonomics, a software startup, leverages AI to optimize product listings, particularly for various online marketplaces like Amazon, eBay, and Walmart.
Bellm asserted, “Even before the AI wave began, late last year, we already were the global leader in AI for e-commerce by far by virtue of the AI behind Feedonomics.” He highlighted that BigCommerce’s integration with GoogleCloud has already led to a 10% to 20% improvement in the return on ad spend (ROAS) for Feedonomics clients.
Bellm, who joined BigCommerce in 2015, emphasized the company’s focus on mid-market and large enterprise customers, while continuing to serve small businesses.
BigCommerce's AI Strategy:
BigCommerce’s AI journey began with Feedonomics, which uses AI to optimize and match catalog data for Google and Google schema, achieving a 95% match rate compared to the typical 60%. Accurate product listings on Google are crucial due to their significant influence on e-commerce sales.
Why Accurate Google Listings Matter:
A significant portion of e-commerce sales in the U.S. is sourced from search engines like Google. To perform well on Google, adhering to its schema is essential. Feedonomics’ AI optimizes catalogs for Google, setting the stage for success on other ad channels that have emulated Google’s schema.
BigCommerce's AI Expansion:
The integration of AI with Google, OpenAI, and Microsoft has expanded BigCommerce’s AI capabilities, enabling merchants and agencies to leverage various AI models and algorithms. Working with Google is advantageous due to its robust data privacy controls, ensuring the confidentiality of merchant data.
Upcoming AI Tools and Announcements:
BigCommerce plans to introduce several AI applications before year-end, such as auto-generated product descriptions. The company is excited about granting AI access to its knowledge base, which will facilitate faster responses to customer queries and improve customer service.
Investment Priorities:
AI and AI capabilities rank among BigCommerce’s top product priorities, reflecting their commitment to enhancing AI-powered e-commerce solutions.
Top Product Priorities:
Aside from AI, BigCommerce prioritizes factors like enterprise-level quality, uptime, and page speed. Other priorities include multi-storefront capabilities and continued enhancements for B-to-B buyers, such as invoicing features.
Best Use Cases for AI in E-Commerce:
AI has transformative potential in e-commerce, particularly in customer service and shipping efficiency. For example, AI can rapidly generate responses to customer queries by accessing knowledge bases, potentially reducing the need for human intervention.
Future of SaaS Technology Platforms:
The future may see less fragmentation in SaaS platforms, with a focus on collaboration between major platforms like BigCommerce and Shopify. Smaller merchants may rely on intermediary solutions like Feedonomics. BigCommerce distinguishes itself through its open and flexible approach, catering to mid-market and enterprise clients.
Competition with Shopify:
BigCommerce doesn’t perceive Shopify as a direct competitor in the sense of stealing business. Companies that choose one platform tend to stick with it, given their satisfaction. BigCommerce stands out with its openness, flexibility, and focus on mid-market and enterprise solutions.
Shopify's Latest Tools:
While Shopify offers various tools, it doesn’t necessarily threaten BigCommerce’s business. Customer loyalty to either platform is generally strong, with few companies switching from one to the other.
In summary, BigCommerce’s strategic investments in AI and its collaboration with GoogleCloud are propelling the company to the forefront of AI-powered e-commerce solutions, benefiting both mid-market and enterprise customers.
