Commerce Unveils Comprehensive Product Enhancements
Commerce has officially unveiled a series of product enhancements across its eCommerce platform and associated services, spanning storefronts, B2B tools, payment systems, and AI-driven shopping experiences.
This deployment encompasses notable upgrades to the BigCommerce platform, expanded channel support via Feedonomics, and novel features intended to facilitate transactions involving AI agents.
Among the core platform modifications are tools for multi-language support, an enhanced promotions management system, more adaptable catalog rules, improved catalog filtering capabilities, expedited checkout processes, and support for backorders.
These improvements aim to bolster global sales, streamline product management, and enable merchants to monitor stock levels with greater precision.
The multi-language enhancements include translation APIs, localized URLs and sitemaps, as well as built-in translation management tools. In terms of catalog management, merchants will no longer encounter unique product naming requirements.
New filtering options allow teams to categorize products based on criteria such as category and inventory, with the capability to save these views for future reference.
Moreover, checkout efficiency is a focal point of this update, with load times being reduced by one second—a change that Commerce correlates with increased conversion rates.
Promotion tools have also witnessed significant expansion, now featuring options such as promotional banners, the ability to stack multiple coupons, bulk coupon generation, and discounts linked to shipping methods.
For merchants grappling with stock shortages, Commerce has introduced backorder controls with SKU-level limitations. This allows businesses to continue accepting orders for out-of-stock items while implementing stricter guidelines around what can be sold.
Storefront Innovations
In addition to platform enhancements, Commerce has delineated several advancements in storefront technology. Makeswift on Stencil is now in beta, offering merchants a means to craft more flexible front-end designs while preserving existing implementations.
Furthermore, Commerce has detailed its Native Hosting for Catalyst, which will deliver managed hosting on Cloudflare through a command-line interface. This offering includes log retention and custom domain capabilities.
Makeswift users will also benefit from batch translation capabilities, enabling teams to localize an entire site or introduce a new locale in a single process while maintaining review and approval controls prior to publication.
“Commerce is equipping merchants with the infrastructure necessary to accelerate operations, the adaptability to navigate complexity, and the prowess to thrive in emerging commerce channels,” stated Vipul Shah, Chief Product Officer at Commerce.
“These enhancements symbolize a fortified platform along with novel offerings and capabilities designed to facilitate measurable growth through innovation,” Shah asserted.
B2B Enhancements
Commerce has rolled out several tools tailored for manufacturers, wholesalers, and distributors, featuring AI-driven purchase order automation, event-driven webhooks, and pricing logic guided by cascading price lists.
Efforts are underway to harmonize B2B and B2C platform experiences, empowering merchants serving both customer types to manage operations through a unified control panel and a single storefront API layer.
“B2B commerce is a foundational strength for us,” remarked Lance Owide, Vice President of B2B Product at Commerce.
“By automating purchase orders and streamlining complex pricing structures, we are assisting manufacturers and distributors in mitigating operational friction and achieving greater scalability while continuing to accommodate the intricate demands of their businesses,” Owide explained.
One client highlighted by Commerce, AS Colour, noted that the updates significantly diminished manual labor in their operations.
“Automating purchase orders and optimizing pricing management have unlocked considerable potential for our business,” said Joe Sharplin, Head of eCommerce at AS Colour.
“We’re minimizing manual interventions, reducing errors, and providing a more seamless purchasing experience for our customers,” Sharplin added.
Payments and Integration Expansion
In the realm of payments, Commerce has broadened its offerings for BigCommerce Payments, which is built in partnership with PayPal, along with integrations for Stripe and support for additional local and alternative payment methods. These enhancements are framed as part of a broader initiative to streamline the checkout process.
Moreover, Feedonomics Surface, its self-service feed management product, is scaling support to Microsoft Ads, TikTok, and Pinterest, in addition to Google and Meta. This tool is instrumental in synchronizing and disseminating product data across various sales and advertising channels from a singular interface.
Commerce reported that early adopters have already synced millions of products across different channels.
Additionally, existing users of Surface among BigCommerce’s small business clientele experienced nearly 24 percentage points greater year-on-year gross merchandise value growth in November 2025 compared to their counterparts not utilizing the product.
AI Commerce Frontier
The announcement also highlights what Commerce refers to as agentic commerce, where AI systems increasingly engage in product discovery, decision-making, and transactional processes.
This initiative includes enriched product data through Feedonomics, distribution across AI-driven discovery platforms such as ChatGPT, Gemini, Microsoft Copilot, Perplexity, PayPal, and Stripe, as well as checkout experiences crafted for agent-enabled transactions, all while merchants maintain control over customer interactions.
Moreover, merchants will be empowered to introduce conversational search and AI-assisted shopping functionalities into their own storefronts. Another tool, BigCommerce Companion, is designed to support day-to-day merchant operations.
“The commerce industry is on the brink of a transformation that significantly bridges the gap between discovery and transaction,” stated Sharon Gee, Senior Vice President of Product for AI at Commerce.
“Our primary focus is ensuring that merchants can harness the advantages of agentic commerce while preserving control over their data, customers, and operational processes,” Gee concluded.
Source link: Ecommercenews.com.au.
