Digital commerce is currently experiencing one of the most transformative stages in its history. The rapid evolution of technologies and the growing demand for more integrated, flexible, and scalable solutions are forging a new path for businesses of all sizes. In this context, Commerce, the new brand that brings together BigCommerce, Feedonomics, and MakeSwift, emerges as an innovative response that promises to redefine the way brands operate and grow within the digital landscape.
To delve deeper into this change and to understand how artificial intelligence and the integration of solutions are reshaping eCommerce, we spoke with Gonzalo de Caralt, Channel Lead Iberia at Commerce. In this interview, he explains how this new proposal seeks to provide greater flexibility, personalization, and adaptability, enabling businesses to stay at the forefront in an environment of constant evolution.
What exactly is Commerce and what does it encompass?
Commerce is the new brand that serves as an umbrella for three leading solutions in their respective fields: BigCommerce, our eCommerce platform; Feedonomics, specialized in feed management and product catalog optimization; and MakeSwift, a powerful no-code visual editor.
In this way, we offer the market a unified proposal under a single brand, without losing the strength and recognition of each individual company.
Why did it make sense to launch a new brand above the existing ones?
Digital commerce is evolving at a tremendous speed. Today, brands need much more than just an online store: they require an integrated ecosystem that connects catalogs, marketplaces, web experiences, personalization, scalability and, increasingly, artificial intelligence.
With Commerce, we have not only unified the proposal under one umbrella, but we have also evolved our approach. We are committed to a shared vision where AI plays a leading role, helping to automate processes, optimize resources, and deliver more intelligent and personalized experiences. In short, Commerce represents a new, more unified stage, more connected and more future-oriented for commerce.
The brand claim is “business your way.” What does this mean?
It perfectly summarizes our purpose: to give every business the freedom to grow as it wishes. We do not believe in closed models or in tying clients to rigid technologies.
Our solutions are adaptable by design, intended for every company, from a startup to a large corporation, to build the commerce ecosystem that best suits its needs, with complete control over its store, its data, and its strategy.
How is digital commerce changing at this time?
Digital commerce is undergoing a profound transformation, driven by the convergence of several key factors. On the one hand, omnichannel is no longer optional, but a requirement: clients shop wherever they choose, whether on the web, in a marketplace, on social networks, or in immersive environments, and they expect a seamless and consistent experience across all those touchpoints.
At the same time, companies need solutions that scale with them, do not hinder their innovation, and allow them to quickly adapt to new environments.
And, above all, we are witnessing the emergence of artificial intelligence as a central element in this evolution. AI does not only automate processes and improve operational efficiency; it also opens the door to new forms of commercial interaction. We are speaking of commerce that is increasingly intelligent and guided by AI agents, capable of analyzing data, making decisions, and facilitating operations in real time, revolutionizing the relationship between brands and clients.
What role does AI play in the vision for Commerce?
A central role. We are investing to ensure that AI is present throughout the entire cycle: from the creation and optimization of catalogs to the personalization of the experience in the online store.
The goal is for AI to enhance the creativity, efficiency, and adaptability of brands, not to replace them. Furthermore, we believe that AI will mark the arrival of a new commerce model guided by agents, where different systems interact and negotiate amongst themselves to simplify clients’ lives and improve the purchasing experience.
How important will B2B be in this new scenario?
Immense. B2B commerce is undergoing a phase of accelerated transformation. Corporate buyers expect the same seamlessness that they experience as consumers: personalized catalogs, self-service options, multiple payment methods, real-time integrations…
With Commerce, we aim to help B2B companies redesign their purchasing experience and stand out in increasingly competitive markets. Here as well, AI will play a key role in optimizing complex processes and making them more agile.
How do you foresee the future of digital commerce in the medium term?
I see it as an ever more open, intelligent, and flexible commerce landscape. Businesses will not wish to depend on a single provider, but rather to combine the best elements at every stage.
Commerce is here to be that reference framework: a brand that integrates leading solutions and, at the same time, connects with the rest of the technological ecosystem. Ultimately, we believe the future of commerce will be intelligent, adaptable, and agent-driven, and Commerce is prepared to lead that transition.
What does this launch mean for the Iberian market?
For Spain and Portugal, it is excellent news. Our partners and clients will have a clearer and more unified message, with greater resources and more capacity for innovation.
It also allows us to instill confidence that we are not referring solely to an eCommerce platform, but rather to a comprehensive vision of the future of digital commerce, where proximity, experience, and a client-focused approach are pivotal.
If you would like to learn more about this new phase and discover how Commerce can help you build the commerce ecosystem your business needs, please visit the Commerce website.
Your email address will not be published. Required fields are marked *
Δ