BigCommerce unveils new branding as it aims for bigger e-retail clients

March 29, 2016 03:15 PM

BigCommerce Pty. Ltd. CEO Brent Bellm spent his first 60 days figuring out the best way to serve its newly expanded target market by talking for hours on the phone with merchants to understand their businesses.

Bellm, who was hired in June, was doing his homework because a month earlier the e-commerce software provider had rolled out BigCommerce Enterprise, its e-commerce technology platform designed for medium-sized web and store retailers with sales ranging from $1 million to $20 million. BigCommerce had previously focused on smaller retailers that did $1 million or less in annual online sales.

Bellm, a former PayPal executive, succeeded BigCommerce co-founder Eddie Machaalani, the Australian software developer who is now executive chairman of the board. Machaalani had said that the company aims to go public, and the change of leadership in part reflected a decision to put off that IPO.

Bellm says the IPO is still under consideration.

"The e-commerce market continues to provide tremendous opportunities to platforms like BigCommerce,” he says. ”As we continue building a world-class platform and expanding our mid-market customer base, an IPO is certainly an option we will consider." 

Amid the leadership and platform changes, BigCommerce’s design team created a new logo and other brand elements to reflect the company’s expanded mission, clientele and corporate principles, design leader Andrea Wagner says.

“We looked at the types of merchants we serve and the types of products they are selling and let it drive our look-and-feel decisions,” Wagner says. The effort, which took four months and launches today, resulted in a triangular-shaped logo with the “B” and the “g” in BigCommerce in the center. The company stuck with its blue color scheme.

BigCommerce says the pricing for its Enterprise platform, which rolled out last May, varies based on the retailer client’s annual online sales and order values. Other versions, each based on a retailer’s yearly online sales, include the standard plan starting at $29.95 per month, the Plus at $79.95 per month and the Pro at $199.95 per month.

The company says it has 60,000 retailer clients, including five in the Internet Retailer 2015 Top 500 Guide and four in the 2015 Second 500. Clients include Dorco, Gibson, Martha Stewart, Saint Heron, Toyota and Travelpro. BigCommerce does not break out how many Enterprise clients it has.

BigCommerce’s changes have proven particularly beneficial for Nine Line Apparel, a patriotic-themed gear and apparel retailer that generates 90% of its sales online and is paying $2,000 per month to use BigCommerce’s Enterprise platform. Nine Line has grown from $300,000 in sales in 2013, its first year in business, to a forecasted $12 million to $15 million this year.

Nine Line Apparel co-founder and owner Tyler Merritt says the BigCommerce Enterprise e-commerce platform lets him update products with accompanying descriptions and sizing charts using a custom code that BigCommerce developed. The retailer also uses BigCommerce’s standard Enterprise option that lets shoppers choose different colors in a bundled order, for example, a red hat with a blue shirt and a white backpack, which the original website that Merritt built couldn’t do.

“BigCommerce is attuned to our needs,” he says. “I’ve had conversations with the CEO, the chief technology officer and senior product engineers, and they’re so responsive, I have their personal emails and cell phone numbers.”




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